Introduction A successful performance video can boost your brand’s visibility, generate leads, and increase sales – provided it is well-planned and perfectly executed. But how do you create a video that resonates with your target audience and motivates them to take action? The answer lies in a clear strategy and detailed planning. In this blog post, we present the ultimate checklist to help you create a performance video that achieves your marketing goals and puts your brand in the spotlight.
1. Define Your Goal The first and most important step in creating a performance video is setting a clear goal. Ask yourself: What do I want to achieve with this video? Is it to increase brand awareness, generate leads, or directly sell products and services? A well-defined goal will help shape the content and direction of the video, and allow you to measure its success.
2. Set Expectations for the Video and the Team Clearly communicate your expectations to the production team. Do you want a video with a modern, dynamic style or something more classic and elegant? Should the video evoke emotions or provide information? Define the quality standards and style you envision so that the team understands and delivers on your vision.
3. Focus on the Essentials: What Are You Selling? Think carefully about what the video is meant to sell: a person, a product, or a service? Describe the benefits clearly and concisely:
What makes your offering special?
Why should the target audience choose you?
These clear answers will help sharpen the core message of your video.
4. Highlight the Uniqueness of Your Offering What sets your product or service apart from the competition? Is it quality, innovation, excellent customer service, or unique design? Show what makes your offering stand out and why it rises above the competition.
5. Value and Transformation: The Key to Success Emphasize the value your customers gain from your offering. Highlight the transformation your target audience experiences – from their current situation to a better one after working with you. Your customers should understand how your product or service will improve their lives or businesses.
6. Understand Your Target Audience Who is your target audience, and which demographic are you trying to reach with your video? The more precisely you define your audience, the better you can tailor your video’s message. Consider both demographic factors (age, gender, location) and psychographic factors (interests, lifestyle, values).
7. Identify the Problems and Frustrations of Your Customers To truly understand your target audience's needs, you must identify their most common problems and frustrations. Ask yourself:
What obstacles are in the way of your potential customer?
What challenges and disappointments do they regularly face?
By addressing these issues in the video, you create a sense of understanding and deeper connection with your audience.
8. Desires and Goals of the Target Audience What does your target audience desire most? What are their deepest wishes and long-term goals? Focus on these needs and show how your offering fulfills them.
9. Addressing Objections Anticipate the objections and doubts of your target audience and proactively address them. Why should the potential customer choose you? What concerns might hold them back? Show how your offering addresses these objections and builds trust.
10. How You Want to Be Perceived in the Video How do you want to be presented as a person or company in the video? Competent, inspiring, approachable, or trustworthy? This consideration helps define the tone and visual style of the video.
11. Clear Call to Action Consider what specific action you want viewers to take at the end of the video. Do you want them to schedule a consultation, download a checklist, or sign up for a newsletter? A clear call to action increases the likelihood that viewers will take the desired action.
12. Determine the Content and Style Elements Decide on the key content and style elements for your video. Should it include voiceovers, testimonials, text overlays, drone footage, or other specific scenes? Define what must be in the video to best convey your message.
13. Give the Team Creative Freedom Give your creative team enough freedom to bring in ideas and concepts. This allows the team to fully leverage their expertise and develop innovative approaches that bring your vision to life.
14. Example of Sales-Driven Text Provide the team with a brief example of a sales-driven text that conveys the tone and message of the video. This helps the team better understand and implement your vision.
Conclusion: Your Roadmap to a Successful Performance Video With this checklist, you’re well-equipped to create a performance video that resonates with your target audience and achieves your marketing goals. Remember: clear planning and communication are key to success. Use this checklist as a guide and take the first step toward a video that puts your brand in the spotlight.
Want to learn more? Let’s work together to create a performance video that strengthens your brand. Schedule a free consultation today!
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