Over the past few years video on the web has gone from being a luxury item, to being a red-hot marketing tool—to being something visitors to your site simply expect. So give it to them! 
If you have a direct response landing page dedicated to your product or service, adding a video is the ideal way to bring your page to life. In addition to being compelling, visitors expect your videos to be tight and concise. Think one to three minutes.
Have more to show and tell than that? No problem. Just break your information into a series of short videos instead of making one long video. These days, website visitors are more apt to watch a series of four three-minute videos than they are a single 12-minute video.
Paint Your USP Picture
To grab and hold your audience, your video script has to hook viewers in the first few seconds. The best way to do this is to create a solution picture.
How do you do this?
Think about your product’s unique selling proposition (USP). This of course would be your product’s primary benefit—the one that stands above all others.
Open your video script with an immediate statement and visual that paints a picture of how your product’s USP will provide significant value to your prospects.
Don’t slowly build up to your solution picture, and don’t tease and do some sort of dramatic setup. Instead, come straight out of the gate with it and grab your audience.
Once you’ve done this, you can always begin to backfill and provide more detail.
Think of your video solution picture as the equivalent of a strong benefit-driven headline on a website sales page.
A strong headline is the first thing visitors read on your sales page. Your solution picture is the first thing viewers should hear and see when they watch your product/service video.
There are many different ways to do this, but the goal is always the same: Hook ‘em at the top.
Grab your audience by painting an IMMEDIATE picture of how your product’s USP solves a problem or overcomes a challenge for them.
This simple technique will make your videos much more engaging, and increase the chances of your prospects watching your entire video and taking action on it.
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