Businesses all have a story and it should be told.
When you tell your story people will relate to your product or service.
If you missed last weeks episode, you can find it here.
Hey guys. What’s up? Jace over here at Ydraw.
Today we’re going to be talking about one of my favorite subjects. We’ve been trying to push this down companies throats for years now, and I just thought I’d sit down and break it down for you guys so you know why stories matter.
So, we’re going to discuss stories.
Here are six stories you should be telling your customers. We have another blog that has seven, but I put two together.
I’m going to go over these and then, at the end of this video, I’m going to show you guys what we did for Ydraw. We just created a simple video to show you step number one, a history of our business case.
So let’s run through these real quick.
Think about the story of Apple, we all know it.
Think about the story of Tesla, about SpaceX, about Facebook. Zuckerberg…young… didn’t know what he was doing, built a billion dollar company. We all get pulled into the stories, and majority of companies don’t tell their stories.
So it’s important that you go out there and tell them how you got started.
HOW YOUR PRODUCT/SERVICE WAS DISCOVERED
Next is how your product or service was discovered. What did you do to figure out your product or service?
Now, you can combine these a little bit, but people want to know….how did you discover your product or service?
And by doing that, what happens is, they’re like, hey, I was in that same guy’s shoes.
I was looking for the same solution to a problem. And if you tell people how your company came about or how the problem was discovered, then they’re more likely to buy into your business.
And remember, what all of this does is it gets multiple touches so people want to do business with you.
People do business with those who they like and trust. And all these stories get people to like and trust you so that they’ll give you money.
Third one is an explainer video.
Back in 2011 explainer videos where the hot thing, everyone went out and got explainer videos because they were told that’s what they need, but they didn’t realize there was a bunch of other stuff that needs to go with it.
So they would have a great explainer video, stick it out on YouTube and hope they get business but it didn’t happen that way.
But a good explainer video is simple. You need to do a strong opening, a headline, problem, solution, and call to action.
That should be your formula because it just shows, here’s the problem, here’s how our product solves that problem, and then it gives them a call to action.
You need testimonial videos.
You need people who will talk about your business, it’s like a case study, or if somebody gets on a camera, that’s good social proof, so you need those.
WHY YOU OVER THE COMPETITORS
You need, “why you over your competitors?” I get asked this all the time on sales calls, businesses will say, “hey, Jace, why should I choose you over your competitors?”.
And I just tell them, we have videos that discuss that.
And then, finally, tutorial videos.
When somebody buys your product or service, it’s best if you can give them tutorial videos so they know how to use it.
And then within those you can always ask for referrals. Got it.
So let’s talk about history.
Last month I went and spoke at PPAI conference, and it was on video marketing. I always start off with my story, my struggle, my triumph, and then why it matters to them.
Now why do I do this? It’s so that people can look at me and be like, “hey, he’s relatable, he’s been in the dumps, he’s had to overcome some trial stuff like that”.
If you ever go listen to really good speakers, they always start with their story.
All he did was tell the story, he explained where he came from and people loved it.
So you always want to talk about your story.
So when you’re telling the history, tell them where you came from, the struggles, and then how you overcame those struggles, and then why it matters to them.
We basically talk about where we started, why it mattered, and then there were stakes at hand.
You have to have some type of stakes in your story. And when I say stakes, that means you have to overcome something.
There has to be an obstacle. If you just go out and say, “oh yeah, I started a company made millions of dollars”, no one really cares.
What they care about is the struggle that it took to start that company.
What were you going to lose? Did you put up all your money? Did you put up everything? And every business out there has stakes.
So, if you’d take a look at Apple, if you take a look at Facebook, the history of all these great companies, they had stakes.
They had something that they were about to lose. They were about to go under. They put all their life on line, stuff like that.
If you go into the movie theaters, every good movie is structured like this.
You have a Star Wars, it starts off with Luke, whose parents die, finds a guide Obi-Wan Kenobi, and he trains him. He overcomes great odds and happily ever after.
And you’ll notice Pixar does the same thing. They have a certain formula that every single one of their movies follow.
So, I’m going to show you the video that we have, but make sure your company is doing these stories.
Go out there and start off with a history. Tell people (and it doesn’t need to be some big production) how you got started, why it matters, and why it should matter to them.
Tell them what you overcame, and just from doing that, you’re going to get more business. And then also it gives you content to put in front of people.
So, if you have questions on this, we would love to help. We do create scripts for this, we do create videos for this, we’d be happy to help you go to ydraw.com and that is it. Peace.
By filling your marketing quiver with smart, sentence arrows, you’ll be able to deliver direct hits to your target audience.
Certain words and phrases can enable you to connect with audiences and spur them to take action.
For email marketers, the importance of using the “right” words in print and video voiceovers cannot be overstated.
Which word or phrase will click with your subscribers and nudge them to open emails, click to visit your website or make a purchase?
Words can motivate. The trick is determining which ones work for your business and your particular situation. A word or phrase that performs well in one campaign may not be the best option for your next campaign. Trial and error can help you narrow down which words connect with your audience.
To get you started, try some of the following “magic marketing words” in your next email or social post. (Don’t hesitate to use them on your print marketing and your website too.)
- You: Write as if you were speaking directly to the customer. Make it about the reader, not about yourself.
- Because: Give customers a compelling reason to take action.
- Free: Don’t underestimate the appeal of “free.”
- Value: Highlight the value that customers receive for their money. “Cost” or “price” imply losing something – in this case, money.
- Guaranteed: Make readers feel they have everything to gain and nothing to lose.
- Amazing/incredible: Customers respond to something out of the ordinary. But be careful not to overuse these terms, or they lose their power.
- Easy: Let subscribers know how much easier life will be with your product or service, and then make it simple for them to take the next step in the purchasing process.
- Discover: Imply there is something new and unknown to the customer, something that offers distinct benefits and gives them an edge.
- Act now: Motivate an immediate response with a limited-time offer.
- Everything included/everything you need: Establish that your product or service is all your customers will have to buy in order to achieve their goal.
- Never: Use this to point out a “negative benefit,” such as “never worry again,” or “never overpay again.”
- New: Like “free,” “new” has the ability to make people sit up and take notice.
- Save: The best, clearest word to showcase monetary or time savings.
- Proven: Remind customers that your product, service or business is tried and true.
- Safe and effective: Minimize risk perception for health and monetary loss.
- Powerful: Let customers know that your business, product or service is robust.
- Real results: Everyone wants results.
- Secret: Is your product or service the secret to success? Let customers know you can reveal that secret.
- The: This implies your solution is the be-all and end-all. Consider the difference: “3 Solutions for Marketing Success” vs. “The 3 Solutions for Marketing Success.”
- Instant: Instant access or downloads are more appealing than waiting.
- How to…: Help your readers accomplish a challenging task or goal.
- Elite: Invite newbies to join the highly desirable club you’re hosting.
- Premium: Premium helps denote high quality.
- Caused by: If your email campaigns build a case for your product, transitional phrases such as “caused by,” “therefore” and “thus” reinforce the logic of a purchase.
- More: Do you offer more than your competitors? Show it.
- Bargain: Customers want a great deal.
- No obligation: Create a win-win situation for your customers.
- 100% money-back guarantee: Again, no risk.
- Huge: A large discount or outstanding offer is difficult to resist.
- Wealth: If you’re selling products and services related to money, wealth is a desirable word for customers.
Bonus: phrases that trigger positive responses in readers
Marketing Words and Phrases that Reduce Risk
Minimizing a customer’s perception of risk will make them that much more comfortable pulling the trigger and doing business with you. Try to use phrases that provide reassurance that they aren’t at risk of losing money or being tied into some sort of scheme resulting in a 12-year membership to your jelly of the month club.
• Or your money back
• You can unsubscribe at any time
• We won’t flood your inbox
• No obligation
• No purchase necessary
• Cancel at any time
• What do you have to lose?
Words and Phrases that Reduce Uncertainty
Customers will feel uncertain about your company or services when they’re unfamiliar with you. Marketing phrases that work to reduce uncertainty and boost confidence in a new customer include:
- No questions asked
• First month free
• Find out
• See why
• See for yourself
• No hidden fees
Words and Phrases that Inspire to Buy
People must be able to visualize how your product or services will change their lives for the better. Lead them down this imaginary road toward their new and improved self/situation by using phrases like the below:
- See for yourself
• What do you have to lose?
• Give us a shot
• What you get
• What’s in it for you?
• Do you want to(insert benefits of your services)?
• Start now
• Ends soon
• Real results
Words and Phrases that Encourage Urgency
Running a promotion for a finite period of time is a great way to get people to act. Try using these words in your next time-limited offer:
- Download now/today
• While supplies last
• For a limited time only
• Save your spot
• Sale ends Saturday
• Act now before time runs out
• Get it while it’s hot
• Last chance
• Don’t want to miss
Marketing Phrases to Spark Curiosity
You want to encourage customers to engage with you on many different levels. Whether that’s getting them to visit your blog or sign up for newsletters, the key is to make them curious enough to take the next step. Consider using the following:
- What if?
• Learn how to…
Marketing Phrases to Connect with Your Audience
Relating to clients on a personal level goes a long way in winning and keeping their business. When churning out customer-facing marketing materials, try to include some of these phrases which show that you empathize with the reader:
- Ever wish you could…
• Finally, a …
• At last…
• Aren’t you tired of
• We get it
• We’ve got you
• Improve your…
• Discover what it’s like to…
• Look familiar?
• Experience what it’s like to
• You deserve
• You’ve earned
Marketing Phrases the Communicate Value
Give them an extra dose of confidence by making an appeal for the value of your offerings. Quality will never stop being important to the consumer and addressing it will prove beneficial:
- Top notch
• Equivalent to
• Harness the power of
Marketing Words and Phrases that Convey Savings
Price is a part of any consumer’s decision-making process. Use these phrases to convey to your audience that they are getting a good deal:
- Save now
• Get your money’s worth
• Without breaking the bank
• Easy on your wallet
• Avoid unnecessary fees
And a few words to avoid
- Miracle: This oversells. Is what you’re offering truly a miracle?
- Revolutionary: This is another oversell. Unless the product or service truly upends its industry, it’s not revolutionary.
- Unique: Everyone uses unique now, so nothing is unique.
- Great: Don’t be generic by using “great.”
- Exciting: This is nearly as generic as “great.”
Language is powerful and using the right words will be the difference between marketing phrases that work and those that fall flat. Remember that a word or phrase that bodes well for one campaign doesn’t necessarily mean it will work across the board. As always, be strategic and conduct A/B testing to confirm you’re using these marketing phrases properly.
Choose your words wisely…
Then use them strategically.
We’re coming up on the end of the year, folks! It’s time to look back on your company’s marketing expenditures, evaluate your results and begin planning for the year to come.
But wait, not so fast!
Though it’s always important to look ahead don’t forget to follow through with 2018’s marketing campaigns and finish the year out with a video-marketing bang!
Most companies slow their marketing efforts as the year-end approaches. By consciously doing the opposite of this common trend, you can gain a competitive edge to break away from the pack by keeping your marketing push strong right up until the 2019 ball drops.
Top 3 reasons to for beefed-up fourth quarter marketing:
- Spending Deadlines:It ain’t over, till it’s over.
As the year comes to a close, some departments may locate excess budget floating around. With the “use it or lose it” policy found in most organizations, department managers are looking for opportunities to spend these additional dollars.
Don’t let your department get passed up. Be vocal and visible with your video campaign ideas just in case these other departments are looking for ways to spend their dollars.
Stay on top of your marketing efforts. This includes value-based bullet points that highlight achievable results in the current year and extending into the next year. Being organized and keeping your campaigns rolling forward can help justify last minute marketing purchases.
- 2019’s Budget:Spend More Now= Get More Later.
Now is the time when many companies start kicking off their budgeting efforts and mapping out spend for next year.
During this time, department heads are looking for ways to get the biggest bang for their budgeting buck.
This also makes now a good time to use the current year’s budget to get a head start on next year’s campaigns… think ahead by producing next year’s content NOW!
- Marketing Momentum:Stay Visible To Your Audience.
Don’t let preparations for a busy first quarter make you invisible to your customers during the Holidays.
This is the most wonderful time of the year, where they are programmed to spend some serious $$$. Keep your products and services in view with some fresh videos.
Ongoing communications is key to creating leads and keeping your target prospective customers engaged.
Video and Marketing Are A Match Made In Heaven
If you want your message to find it’s way in front of a set of eyeballs and a pair of ears, the proof of video’s prowess is in the statistical pudding:
- 75 Million people in the U.S. watch online videos everyday.
- Merely mentioning the word ‘video’ in an email subject line, the click-through rate increased by 13%.
- Nearly 50% of all video is watched on a mobile device.
- By 2019, internet video traffic will account for 80% of all consumer Internet traffic
- Videos up to 2 minutes long get the most engagement.
Create Videos Now
These forgotten fourth quarter months can be the prime time to wrap up 2018 with a video that will create a buzz leading into the new year while also increasing your spend that may lead to more funding for the future!
Creating new content can ensure ongoing communication with your audience while building and maintaining brand recognition. This constant buzz breathes life into your value proposition, year round.
2018 Budget: Use It Or Lose It… Create With Ydraw And Market Strong All Year Long