When making a business video, especially if it’s a promo video, your objective is to get people interested in your product and, ultimately, to turn them into paying customers.
You could go in blind when coming up with a strategy for your video and just keep your fingers crossed that it motivates those people to buy. However, if you understand the reasons behind people’s purchases then you can cater to these motives and emotions when you make a video in order to increase the odds of viewers buying your product.
We’ve put together a list of five of the most common reasons why people buy, and how you can incorporate these triggers into your business sales or demo video.
1. The Product Solves a Major Inconvenience
One of the most common reasons people buy is because they believe the product will help them solve a problem or an inconvenience in their lives. You can appeal to customers’ desire to make their lives easier by telling a story that they can relate to about a person with a similar problem and how your product helped them solve it.
2. Nobody Can Resist a Great Deal
Have you ever gone to the grocery store and seen a great sale on canned corn — 6 cans for the price of 1! — and made the purchase simply because it was a fantastic deal? If not for the sale, you would never have bought 6 cans of corn, but because it’s such a great deal you go ahead and make the purchase. After all, it’ll all get used at some point, right?
As consumers, we find it very hard to say no to a great deal. Bargains are our Kryptonite, and you can cater to this by featuring a special offer in your video.
Offer a special coupon code for viewers only, showcasing a great deal for first time buyers, talk about how low your prices are in comparison to the competition. Give your viewers something they won’t be able to resist.
3. Social Status
Another common reason why people buy products is social status. As silly as it may seem, lots of people want products simply because the fact that they own these products gives their egos a boost. This is especially common when it comes to fads and innovation (i.e. electronics like the iPad, limited edition toys, brand name clothing or jewelry). To appeal to these purchasers, be sure to emphasize the features that make your product cool and state-of-the-art. Make sure to work a feeling of exclusivity into your script — make the customer feel like they’ll be part of a special club if they buy your product.
4. Your Product Comes Highly Recommended
Studies show that consumers are much more likely to purchase a product if a friend recommends it by word of mouth or on Facebook, Twitter, Pinterest or other social networks. Because online video is very shareable, when you create a video you are increasing the odds of having your customers recommend your product by sharing your video. Don’t be afraid to encourage your happy customers and fans to share your demo video or sales video with their friends.
5. Sex Sells!
Finally, we’ve all heard the saying “Sex sells!” What this means is that when people see other people that they’d like to be like or look like demo-ing your product, their subconscious will tell them that if they have your product, they’ll be like or look like that too. If the people in your video exude positivity, friendliness and sex appeal then viewers will associate your product with all of these qualities.
All of these five purchasing motives may not apply to your product specifically, but they should serve as a good starting point. Before you start planning your video, do a little bit of brainstorming and write down a list of reasons why a consumer might buy your product in particular. Try to cater to as many of these reason as you can when making your video to give viewers a reason to buy.
- How To Use YouTube For eCommerce (hubspot.com)