We see it all the time when it comes to messaging. A client wants to produce ONE video about who they are. It’s supposed to be used on their website, in sales presentations, on social media, in blogs, etc. They’re desperate to cram that every single thing their company does into a 2-3 minute video. Oh, and it has to reach all their prospects. And did they mention that their target audience covers male and female students, teachers, parents and benefactors with an age-range of 15-60?

Impossible, in fact.

Just to set the record straight, I’m not picking on any particular client. It’s just a common assumption. But here’s the tough truth: one video will not solve this. You know the saying, “Jack of all trades but master of none.” It’s sort of the same concept here.

Why Can’t One Video Do It All?

If you want to be everything for everybody, you can’t get too specific. If you stay extremely vague, you really won’t be able to communicate…well, anything.

Even a silver bullet can’t hit three targets sitting next to each other.

Our recommendation is to start by create a generic, high-level identity video that briefly touches on your market. “We produce parts for the automotive industry, healthcare industry, and the aerospace industry!” From there, your audience basically has a choose-your-own-adventure journey. Depending on their field, they’ll pursue one of those three tracks.

Then you can have specific, very focused videos for your buyer personas ready. You can offer more in-depth information on their particular product. This ensures that you have specific videos that are buyer-centric. They can clearly spell out how your product relieves their pain points. This will result in better engagement, higher interest, and ultimately sales – which is kind of the reason why people are producing videos in the first place.

Don’t get me wrong. Videos are super fun! But at the end of the day, if you want to see results, this is one of the best practices to follow. So be sure to keep this in mind with your next video production.

For more tips, tricks, and techniques about how to get the most out of your videos, sign up for our Optimum Guide to Video Marketing or give us a call today!