Why Video?

June 1st, 2009 by Blake

Whew, I don’t know where to start! Let me begin with the bottom line: Video converts
prospects like no other medium in the history of advertising, period.

Now before I start flinging statistics, let’s just speak logically:

1. Video utilizes full visual and audio power. It uses not a phone, print, or website;
but dynamic, high tech visuals and audio that irresistibly seduces the prospect into
taking action. The persuasion power difference is utterly obvious. Are you more
inclined to buy a candy bar by reading words about it, or by seeing tantalizing close
ups of it while listening to a sultry voice describe how delicious it is?

2. Video consumption naturally caters to the viewer. The fact is that humans are
instinctive and lazy. We don’t want to exert attention to read something we haven’t
asked for. This has been the primary hurdle for all advertising. Video is the godsend
for this problem, as streaming video requires no reading effort, and immediately
attracts the viewer’s instincts (Who doesn’t start watching at least the beginning of
video media?).

3. Video establishes rapport. Especially at the local business level, the prospect
gains a feel for the good-nature of the seller, thus establishing the all-important
initial bond with the prospect. As a result he feels an odd commitment to follow up
with the seller.

4. Video is free of pay-per-click risk. Every PPC user knows how pay per click
arbitrage cripples their advertising budget. The paid for clicks cost more than they’re
worth, and they are often not legit. There’s very little that can stop it…except video.
If your video media is not bound to a PPC structure, then you are immune to fraud!

5. Video is now affordable. Until now, television commercial costs reserved their use
for large companies. The internet has made this playing field flat! It is no longer who
has the most money, but who can best leverage current technology.

6. Video versus everything else. Of surveyed moviegoers…
48% watched little or no TV at all.
49% don’t subscribe to newspapers.
46% don’t subscribe to magazines.
52% listen to little or no radio.

This gives interactive media a distinct advantage over other platforms.” –Comscore
OK, now for a few statistics. Buckle your seatbelts, be stunned, then pause and really think
about what these numbers mean:

1. Prospects are 3-4 times more likely to respond to a video rather than written
words. -Comscore

2. Of the 80% of viewers that have watched a video, 52% have then taken some
action on its content. -Kelsey Group

3. People remember 10% of what they read, but 50% of what they hear and
see. -Burst Media

Scorching case studies:

1. “According to Alexis Martin, owner of MyCubanStore.com, a niche business that sells
Cuban clothing and items, the recent video they ran on their home page provided a
287 percent return on investment. ‘Our video outperformed Yahoo, MSN and
Google PPC, plus my newsletter,’ Martin says.” -Jim Kukral of Revenue

2. “DiscoveryStore.com recently tested out a video for a Mother’s Day promotion. The
results were a 78 percent increase in revenue. -Jim Kukral of Revenue

So there you have it. If you’re not advertising with video, you’re not advertising.

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