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  • Adam Lewis

Videos that Hook Customers

Updated: Jan 22, 2020

Your Videos need these 4 elements to reel in customers, are you doing them?

Videos can be the most powerful tool for businesses to connect with potential customers, as well as make the big sale. However, if done poorly they can have just the opposite effect, driving away customers and giving a bad eye to your business that you cannot recover from. So here are 4 tips for those who think they have what it takes to make a professional video to promote their business.


1. Be Well Scripted: whether a short ad, or a long documentary, videos tell a story. Good stories have a beginning, middle, and an end. To create an effective video for your business therefore, you need to really think through and script out the scenes, the shots you want, the script you’ll need, and the story you’re telling through the lens. All elements need to be put on paper, and thought out well before any video is shot so you know what equipment you’ll need, what shots you’re looking for, and what setting you’ll need to be in to tell your story. Most your work should come before you pick up the camera, so don’t leave anything to chance.

2. Communicate Your Message: what are you trying to tell your audience? How will you do this? You might come right out and say it, and you may get very creative to convey your message with your choice of shots, but either way doing this effectively is vital. What do you want your audience to know or take away? What action do you want them to take? Answering these questions first should drive your script as well as your choice of method for shooting video.

3. Look Professional: it’s amazing how many people think they can shoot and edit a professional film just because they own a camera or cellphone. Having, and executing are two different things however, and video that has poor audio, poor lighting on subjects, and shaky pans screams amateur and drives customers straight to your competition. You must operate under the assumption that customers are looking for reasons to not choose you, and therefore you need to proceed with extreme care and attention to detail. Your mantra should be, “if it’s not perfect, it’s not good enough.” Be sure all pans and zooms are smooth as silk with no shaking. Be sure all audio is crisp and clear with no background noise to distract. And, make sure you have HD video that is crystal clear and sharp - only focused on what you want, when you want. It can be a daunting task to be so vigilant of every little element, but this is what it takes to get that professional look you need.

4. Have an Aha Element: even with a great looking video, it needs to resonate with your target audience. There needs to be an aha moment in their mind that says “I need to use that,” or “I need to hire them.” Maybe its just showcasing your product well and it will sell itself. Maybe it will include testimonials that will get them agreeing with the believable people on screen. Whatever it is, an “aha” moment is necessary to drive the point home, and hook a customer with your video.

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