Behind The Scenes - Messaging 101

Keep. It. Short. Is a messaging mantra we find needs constant reinforcement among our clients. This is only natural because—when you’re investing in a video—you obviously want to get the most out of it #bangforbuck. But when it comes to creating an effective video message, more is not always better. In fact, it often works against you. Here are five reasons to keep it short:

1. Better Sales
Nothing kills a sales pitch faster than making it overly-complicated. Studies show that the moment a sales rep gets too complex or technical when explaining a product to their audience they start to lose the sale. Remember that simplification is your friend and people mostly care about what’s in it for them.

2. Attention Spans
YouTube, Vimeo, and other video industry statistics show a sharp drop of B2B viewers after about 60-90 seconds (30-60 seconds for B2C viewers). If your audience doesn’t get to your call to action at the end—they won’t take the next step in your sales process.

3. Social Media
Instagram limits videos to 60 seconds. YouTube pre-rolls are 30, 60, or 90 seconds. Facebook auto-plays videos in a scrolling stream constantly fighting for viewer attention. Keeping your video short (or getting a condensed social media version of it) allows you to effectively use it in more ways on more platforms. #bangforbuck

4. Conversation Starter
Often the next step in your sales process is for the viewer to contact you to learn more, visit your website, or interact with you somehow. In this case, the video is not a closing tool—it’s starting the conversation, inspiring interest, or creating questions by providing just enough information to get them intrigued. See every movie trailer ever created.

5. Established Competency
As Einstein famously said: “If you can’t explain it to a six-year-old, you don’t understand it yourself.” In fact, if life has taught me anything (which is arguable), it’s that the smartest person in the room is also the funniest. They are also usually the most capable of simplifying complex ideas. Being able to quickly and simply express big ideas establishes you as a powerful thought leader who understands the big picture.

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