If you’re not a fan of AMC’s Mad Men, you may not be familiar with the character Don Draper. Draper is an advertising exec and the show’s primary character. When he’s not chain-smoking and drinking like a fish, he does, from time to time, offer pearls of wisdom that are still true in advertising today. Below, you’ll find a handful of his more memorable quotes, along with insights that can help you in the production of your next video.
“Change is neither good or bad; it simply is.”
Consider this quote if you’re still asking yourself, “Do I really need to use videos in my marketing?” The world is changing, and none of us can do anything about that. What’s more, the change is neither good nor bad. It just is.
As the world grows simultaneously bigger and smaller, one powerful tool you can use to connect with your clients is video. Videos allow for a personal touch that few other mediums can create. Embracing that change can keep you plugged in and connected to your customers.
“People want to be told what to do so badly that they’ll listen to anyone.”
Cynical, but true. The question is, who will people listen to?
The answer: whoever’s talking.
Video provides you with a way of creating conversation with your customers. Short (90 seconds or less) videos require minimal time commitment from your target audience, and have the potential to make a big impact. Make sure your voice is heard. After all, your potential customers will listen to someone. Why not you?
“Even though success is a reality, its effects are temporary.”
Even if you’re in the midst of a wildly successful quarter and profits are up, remember that success, while real, is fleeting. On the one hand, that’s kind of depressing. However, on the other hand, it makes the challenges of business fresh and ever-evolving, which can be fun.
Use the momentum you already have in your next video production. Don’t be too heavy-handed with your bragging, but be sure to include stories of your success and testimonials from happy customers. Make today’s achievements the seeds of future success.
“If you don’t like what’s being said, change the conversation.”
Good video productions create conversation between you and your customer base. That’s the power of video. When you create a video that is genuine, moving, persuasive and memorable, it may not fully replace a face-to-face conversation, but it has the potential to have similar impact on your clients.
A well produced video is an invitation. It begins (or changes the course of) a conversation, and gives you the opportunity to speak up, loud and proud, on behalf of your product. Think of your next video as a conversation starter, and move the discussion in the direction you want it to go.
“When a man walks into a room, he brings his whole life with him. He has a million reasons for being anywhere. Just ask him.”
As you craft scripts and consider the mood and feel of your videos, it’s important that you keep in mind all the things that are important to your customers. If you want them to feel they are a part of a conversation (and you do!), your video needs to hit on the things that are important to them.
“You are the product. You feeling something. That’s what sells. Not them. Not sex.”
Ultimately, people don’t buy things. They buy feelings. They make purchases with their guts.
Yes, there will always be customers who buy on nothing but price. And yes, most consumers aren’t even aware of the emotionality of their buying decisions. Still, the choice to go with one product over another is never really as simple as it seems.
When you shoot a video, that’s your opportunity to sell not only your product, but yourself. It’s a chance to show, in a very authentic and personal way, who you are. Make sure your videos include those unique characteristics that make you different. Customers, given the opportunity to get to know you, will factor that into their choices.
While not all-encompassing, these tips are well worth considering when you begin to plan your next video project. You may not have much in common with Don Draper, but that doesn’t mean you can’t glean some wisdom from his words. Take your next marketing video up a notch by keeping his advice in mind.