Now that your client or colleague knows that you’ve recorded this video just for him, you need to convince him or her to keep watching.
People have so many things on their plate these days, you really have to hook them. Literally.
Which is why the second key element to a killer personal video is the hook:
These first 15 seconds of your video that spark so much interest and curiosity, that the recipient of your video will watch it to the very end.
And that’s why the hook is so important: If you don’t manage to convince the recipient to watch the entire video, your effort is lost.
So how do you create a great hook?
It’s easier than you think. The number one rule is: Make it about the recipient, not about you.
The topic of your video is just your starting point.
Find out, what pain points and challenges you can address with your topic.
Or uncover, which dreams and aspirations you can help your client achieve with your topic.
Let’s say you’re creating a sales video to send alongside a proposal. This is how your hook could look like:
“Thanks again for sharing your challenges with me,
about getting more sign-ups for your SaaS.
And especially about turning them into paying customers.
But that’s where I come in:
Wouldn’t it be great if you could convert twice as many trial users to paying clients?
This would double your revenue, even without getting more sign-ups!"
You’ll need to do your homework first. Meaning: You’ll really need to listen to your clients, partners and colleagues and find out, what their challenges are. What motivates them. What they really want.
Then address those very pain points, dreams and aspirations right at the beginning.
Now the recipient of your video feels that you understand him, that you “get him”.
This creates trust and rapport. It's not “just” a video. It’s the start of a relationship.
My personal tip: If you don’t have much time, really focus on the hook. This will get you a foot in the door.
Key Element #3: Overview of the Video
Now that you’ve really hooked the recipient of your video, it’s time to let him or her in on the topic.
It’s still the beginning of the video, so it’s still about motivating the recipient to keep watching.
Introduce your topic as short and precisely as you can, and give a short overview of what you’ll be talking about in the video.
Don’t get hung up in the details, but mention the most important things and takeaways.
And always tie them to the pains and dreams. This will make them even more powerful.
If we continue with the above sales video example, it might look like this:
“Today, I’m sending you my proposal
how you can get more sign-ups for your SaaS.
The first part covers the marketing foundation.
It will make sure you’re attracting the right customers.
Tie each element of your service to a specific challenge or dream of your client.
Key Element #4: Main Content
Congratulations! You’ve just finished the most complicated part :-)
You might be surprised, but once you’ve set the stage with the first three elements, delivering the actual content isn’t complicated:
You’ve motivated the heck out of the recipient of your video.
You’ve sparked his interest and curiosity.
You’ve established common ground by referring to his challenges and dreams.
Now you can easily deliver your main content: Going over your proposal. Showing how to solve a problem with your product or service. Giving feedback.
Here are my tips to keep the recipient interested:
Keep it short and sweet.
Don’t ramble. Don’t repeat yourself. Be brief and precise.
Show and tell.
If you can, don’t just talk about things. Show them on screen, whether it’s your proposal, your product, a Powerpoint or Keynote presentation, you name it.
Come back to the pains and dreams.
Every once in a while, refer back to your client’s challenges and dreams, by tying your service back to it.
Break it into digestible steps.
Especially when talking about complex topics, break them down into smaller parts. Show baby steps. It’s like taking the recipient by the hand and walking him through everything.
Sprinkle in your USPs.
Don’t brag about yourself. Just sprinkle in one of your unique selling propositions from time to time. Explain what makes you unique, what your client can’t get anywhere else.
Key Element #5: Summary
Don’t jump directly to the call-to-action.
Yes, you want the recipient of your video to confirm your proposal. Or to give you a good review after you’ve helped him with his support ticket.
How do you do that?
Sum up the video as quickly as you can. But focus on the pains, challenges and dreams of your recipient.
This will build even more trust and rapport. Again: It’s all about the relationship you build with your personalized video.
And if you repeat the pains that you’ll solve, the dreams you’ll help achieve, you set the stage for your ask. For the next step you want the recipient to take.
A good starting point is to think back to your hook, maybe just repeat a short version of it.
Key Element #6: Call-to-Action (CTA)
You’re almost there. Just one last step, the famous call-to-action.
You want your client to take action, right? To confirm that proposal.
Don’t be afraid to be direct.
Just tell the recipient what you want them to do next. Be friendly, but direct:
“I’m ready when you are. Confirm the proposal now,
and I’ll be starting as soon as tomorrow
to work on your marketing and get you more sign-ups!"
Did you notice?
Even in the final call-to-action, I inserted a reference to the biggest challenge the client faces.
If you’ll start adopting just one thing from this whole article, it should be this: Tying everything back to pains, challenges and dreams.
You’ll be surprised how far you’ll get!
Get My Fill-in-the-Blanks Example Scripts!
Now you’re familiar with the 6 key elements that make a killer personal videos.
My tip: Start implementing them one by one. You won’t be overwhelmed, so just concentrate on the first key element. And in your next video, focus on two key elements.
But I can do you one better.
Over the years, I’ve been perfecting and fine-tuning my personalized videos.
So I’ve put together my top 3 sales & support scripts for your emails and videos in a short PDF: