Anyone who has spent time fostering meaningful relationships knows it’s not what you say, it’s how you say it.
Nearly every day I consult with clients who know what to say. 90% of my work is spent on how.
Everyone struggles with this:
- It’s easy to know so much about a product that key information is skipped.
- It’s easy to forget the one who is listening may be hearing about this concept for the very first time.
- It’s easy to say what you want to say not what your customer needs to hear.
I help clients by asking two simple questions:
- who is your target audience?
- what do you want them to do with what they have learned?
If it is clear to whom a video is being directed to, we can then know how to start the conversation. If the target audience is experts in the field, they only need to know how one product is better than the other or how it solves a well-known and established problem. But an audience who has has very little understanding of the topic will need terms defined first.
The second question refers to a term marketers describe as the “call to action”. Buy my thing. Go to my website. Call this person. Subscribe to my email list. Those are all calls to action.
An understanding of what is needed to be done after a video is over gives clarity on how to end the conversation. And how to direct the conversation toward the end.
Speaking and writing easy. Choosing the right words is where success lies.