3 Simple Questions Every Video Producer Should Answer
Every video producer has the same goal… Sell the product or service in the video for their clients so they get hired again. There are many ways to produce a successful marketing video but these 3 questions will ensure your video gets right to the heart of what the target audience wants to hear. If you’re ever at a loss about where to start when writing a video script or asking interview questions, start with these 3 and you will be good to go.
What problem do you solve?
The first question to ask your client is what problem does your product or service solve? This speaks directly to audience issues. In many cases, there are more than one. In the example used in this video, we talk about a pharmaceutical company selling a new medication. This medication is brand new on the market and helps with heart disease. This is a key problem that anyone would want to solve if they had heart disease.
If we dive deeper into this question, we can ask another question. What will happen if I don’t solve this problem? The answer to this can also be used in your script or dialogue to emphasize the importance of the product or service you’re trying to sell. In this example, the patient could die if they do not resolve this problem so the “want” is great here.
The next time you watch a commercial on TV, study the dialogue and listen to the problem being addressed. It’s a very common method of messaging yet overlooked on many online marketing videos.
QUESTIONS TO ASK
- What problem(s) can you solve for me?
- What’s in it for me?
- What solutions do you offer?
- Which of my issues are you able to address?
- What can you do for me?
What do you do?
Sounds simple but very often overlooked. This is your offering. What do you offer your customers? In many cases, it’s a good idea to get this information out early in your dialogue so the listener knows exactly what you are trying to sell. In the video, the offer is the heart medication. It’s a pharmaceutical company that makes a brand new heart medication that’s better than the others.
This is another question that can lead to multiple answers. Depending on how long the video is and what the purpose is, you may find yourself using more than one offering example in your marketing video.
QUESTIONS TO ASK
- What do you do?
- What are you selling?
- What do you offer?
- Do you have a list of services you offer?
- Tell me about your company?
Why are you better?
This is the differentiator. What sets you apart from your competitors. Usually, there are multiple differentiators for any product or service so it’s important to share the most relevant ones in this section. Don’t be shy! In our example, the differentiator is the fact that the heart medication does not cause nausea. This is a pretty significant differentiator and one that solves a common side effect problem with competitor medications.
QUESTIONS TO ASK
- What makes you so great?
- Why should I buy from you?
- Why are you different than the rest?
- What’s so special about what you’re offering?
- What do you have or do that the other competitors don’t
In The End
Your messages are not limited to only these 3 questions but it’s important to try to include at least these answers in your video. In addition, you may have multiple answers for each of these questions. As long as it connects with the audience and helps the pace of the video, there is no wrong way to implement this concept.
Music licensed “Superhero” by Chase K