3 Video Strategies You Need!

Happy Sunday!

If you’re reading this email, I hope you’re lounging comfortably, maybe getting ready for a Sunday night movie marathon just like I am after this email.

Today’s newsletter is all about video content, specifically going over a strategy I was reading about from a new book and random youtube videos

As you read through the key points, check your own content and ask yourself are you hitting the mark?

If not, I challenge you to put these ideas into action and see how they impact your business, I sure I am.

Lets dive in.

Customers as Heroes: The Power of Good Video Content

Video content is king, and there’s no denying it.

In today’s fast-paced e-commerce and social media landscape, creating videos should be at the top of your daily to-do list. Why? Because videos are hands down the preferred type of content for your audience, with platforms like TikTok and YouTube leading the charge.

Whether you're trying to grow your brand or looking to scale it, you need more video content in your strategy.

Videos not only build trust with your audience but also drive sales, making them a crucial investment for your business.

The 3 Main Pillars of Effective Video Content

1. Product Demos: Focus on showcasing the unique benefits of your product. Let potential customers see how it works and why it’s valuable.

2. Customer Testimonials: These serve as powerful social proof. When real customers share their positive experiences, it builds trust and credibility for your brand.

3. Educational Videos: Informative content helps educate consumers and positions you as a knowledgeable leader in your niche. This is where you can share valuable insights that resonate with your audience.

A common mistake I see among brands is focusing solely on quality without considering the narrative. Remember, your customers are on their own hero’s journey, and it's your brand's role to amplify that journey and guide them from start to finish.

What Does This Look Like?

Take Apple, for instance. Nearly all their ads feature a relatable character who represents the potential customer. This character embarks on a journey, using Apple products to achieve success along the way.

The problem is that many brands miss the mark in their bottom-of-the-funnel content or ads by adopting a pushy approach—it's all about selling.

Instead, think about the “pull, pull, then push” strategy.

This is where Donald Miller’s book, Building a StoryBrand, comes into play. He outlines a powerful framework for crafting a marketing narrative that resonates with your audience:

1. A Character: Identify your potential customer. What do they want? This is the heart of your story.

2. Who Has a Problem: Clearly define a real, relatable issue your customer faces.

3. Meets a Guide: Position your company as the trusted mentor. Show empathy and authority.

4. Who Gives Them a Plan: Provide a clear, step-by-step guide on how to achieve their desired outcome.

5. And Calls Them to Action: Tailor your call to action based on their level of awareness, whether it’s a direct response or educational content for those still considering.

6. They Avoid Failure: Highlight the real stakes of not addressing their problem. What negative consequences can they steer clear of?

7. And Achieve Success: Paint a vivid picture of the transformation your product enables—how they can gain confidence, improve their lives, or reach new heights.

Real-World Example: Bare Performance Nutrition (BPN)

Let’s look at how Bare Performance Nutrition (BPN) effectively applies this framework in one of their customer testimonial ads.

• The entire minute-and-a-half video focuses on the athlete/customer, not the brand.

• The product is only mentioned at the one-minute mark.

• The CTA is subtle, but product shots make the intention clear.

Applying the StoryBrand framework, we can break it down like this:

1. A Character: An athlete who battled an eating disorder.

2. Who Has a Problem: She struggled to fuel herself properly and lacked confidence.

3. A Guide: BPN helped her transform her life and discover a stronger, more confident version of herself.

4. Who Gives a Plan: The guide explains how proper nutrition fuels the body and features product shots as part of the narrative.

5. Calls Them to Action: There’s no hard sell, which is perfectly fine. The relatability of the story drives action.

6. They Avoid Failure: The athlete becomes a guide for others, sharing her journey of training and fueling.

7. And Achieve Success: The video showcases her transformation—from struggling with mental health and self-esteem issues to becoming confident and inspiring others.

This is the perfect example of the “pull, pull, then push” approach.

If you’re not leveraging video content and the hero’s journey in your marketing strategy, you’re missing out on major opportunities.

Remember, it’s about creating a connection with your audience and guiding them on their journey.

Don’t just sell; inspire!

Now, go out there and create videos that not only promote your products but also resonate with your customers' stories.

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