Tuesday, December 12, 2017

Selling Special Interest Videos: Sell The Sizzle, Not The Steak

October 14, 2010 by  
Filed under All Posts, Marketing

(This is my last entry from the article I wrote on Special Interest Videos which was featured in the September/October 2010 issue of Punto Magazine.)

Selling videos is like selling steak

Selling your special interest videos – sell the “sizzle” and not just the “steak.”

After you’ve decided on your topic and type of video to produce, there’s one more key step…selling them! When you’re selling your special interest videos, how do you market for best results?

If you are going to set up an eCommerce site, you will need to drive customers to your site. I’ve learned the hard way that just because you put a website out there, doesn’t mean droves of people will find it and come running. As in your video service business, you have to market, advertise and promote your website and your product line too.

Keep This Key Marketing Concept In Mind

Marketing to a potential customer is not that different from marketing to a video service client. You can use all avenues, such as advertising, networking, PR, etc., but to make it the most effective you have to keep this key marketing concept in mind – you need to step into the customer’s shoes and ask, “why would I buy it?” You need to sell the benefit of watching the DVD and answer the question, “What’s in it for me?” That’s what gets people excited about buying your video.

If for example, your video is on an innovative technique you discovered on losing weight and you’ve gone so far as outlining your target market. But before you start marketing, think about this; the people in this market aren’t really buying losing weight. What they want is the BENEFIT of losing weight – i.e., they look good, they feel good, their health improves, etc. So, keeping that in mind, when you determine the benefit for your viewer, you can work in both the problem and the solution your video provides.

For instance your copy can read:

Frustrated because the scale has been stuck at the same number for MONTHS no matter WHAT you do? In this DVD, you’ll learn my secret for smashing through that plateau and getting back on the weight loss track.

See how this is much more powerful and enticing than the following copy that focuses strictly on the features of what is included in the video:

In this hour long exercise video, you will be shown exercises and given weight loss tips.

If you want to produce and sell videos, today’s marketing and delivery trends definitely make it easier for you than in the past. Video has exploded on the market and I feel that the reason it holds such a dominant place in our society because it is a powerful way to learn and experience the world.

In fact, I’ve read recently that one third of the population are visual learners. Given that, and the fact that engaging all senses in the education process greatly enhances learning, may explain why many people would rather watch a video than read a book. That you can now reach your audience more quickly, economically and profitably presents fabulous opportunities for you to get started in the non-fiction video publishing business today.

If you liked this series and are eager to begin selling your own special interest videos, subscribe to receive your free How To Sell Your Videos Starter Kit which will not only give you immediate access to tools and resources to get you started RIGHT AWAY but also a weekly newsletter that’s packed with tips, guidance and more!


4 Responses to “Selling Special Interest Videos: Sell The Sizzle, Not The Steak”
  1. Bert Grimm says:

    Rick, Great article and so true. Also makes me realize just how important it is to keep this in mind not only in marketing the video but also while conceptualizing, scripting, producing and packaging it.Thanks for the insight. Bert


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  1. […] This post was mentioned on Twitter by Rick Smith, JG U. JG U said: Selling Special Interest Videos: How Do You Market For Best …: If for example, your video is on an innovative te… http://bit.ly/c7306t […]

  2. […] that are being addressed in the video. Put yourself in their shoes and ask yourself if those things would encourage you to buy this video. Keep refining the […]


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