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As a marketer, you know that scriptwriting is one of the most important — and also most challenging — aspects of producing great marketing videos.
When writing a video script, it can be tempting to get into the weeds and explain how the product works in too much detail. After all, you’re excited about what you’re selling, and you want to tell the world all about it.
This might seem like the best way to get people excited about your product. In reality, though, other factors play more prominent roles in influencing consumer choice.
Below are some of the most critical elements to keep in mind for effective video planning and video marketing.
Human psychology (the way people’s minds work) plays a critical role in their decision to buy a particular product. Here are some examples of psychological factors to consider when writing video scripts:
Motivation refers to a consumer’s internal needs (the need for safety, self-esteem, self-actualization, etc.).
How strong is your target customer’s desire? How badly do they need a solution to a particular problem?
Once you know the answers to these questions, consider what information you should include in your marketing video to convince them that your product is the solution they’ve been searching for.
Perception describes how someone perceives or sees something — your industry, business, products, etc.
When writing a script for a marketing video, think about the current perception a target customer might have about the product you’re trying to sell. Their perception influences the likelihood that they’ll choose your product to fulfill a particular need.
In the same way that everyone perceives things differently, they also have different attitudes and beliefs about them. One person might believe caffeine is dangerous and addictive, and another might think it’s an energizing super-substance.
Your target customer’s attitudes and beliefs toward products like yours will influence their decision to buy it.
You must first learn people's attitudes about your products to write an intriguing script and create a great marketing video. Then, create videos that either reinforce those attitudes or convince people to think differently about what you’re selling.
Humans are social creatures, and our social connections contribute significantly to our purchasing behaviors. The following are some examples of social factors that influence consumer choice:
Whether we like it or not, our families impact our buying behavior. If we grew up always drinking a particular type of soda or always eating at a particular restaurant, we’re more likely to continue those behaviors as adults.
Our connection to our current family also influences our choices as consumers. Someone who considers themselves a “family man” will make different decisions than a bachelor.
References groups are groups of people to which we compare ourselves. Examples might include church communities, friend groups, neighbors, and coworkers.
If we want to fit in with a particular group, we’ll consider their opinions and attitudes when deciding whether or not we want to buy a certain product.
Appealing to someone’s desire to fit into a group is an excellent way to convince them that a product is right for them.
People also consider their status or role in society when making purchasing decisions. A CEO or someone in a management role will likely make different choices than a junior employee or intern.
Video marketers should consider their target audience members’ status, as well as their aspirations to reach a new level.
Our culture also influences our buying decisions. When writing scripts, you must think about your target audience’s culture and subcultures:
Cultural factors refer to a collection of values and ideologies a group of people shares. These values influence their behavior, including their decision to buy certain products instead of others.
For example, American culture places a significant emphasis on individuality and personal freedom. If a brand wants to appeal to American consumers with its marketing videos, it should keep these shared values in mind when writing its script.
Subcultures are the smaller groups within a larger group.
For example, the larger American culture might value individuality, but a subculture within that group may share a more collectivist mindset. A message emphasizing rugged individualism will likely be ineffective if a company wants to appeal to that particular group.
Various personal elements also impact our buying choices, including these:
Age is one of the most significant factors that influence our decision to buy certain products or shop at certain stores.
A teenager will be drawn to very different marketing tactics than someone in their late 50s. That’s why marketers must consider the average age of their target audience when writing scripts and making other critical marketing and advertising choices.
A person’s job also impacts their decision-making.
Let’s say your company sells high-end professional clothing. You’ll want to create marketing videos and other content that catches the attention of people who want to look their best when they head to the office.
Consider a person’s interests, hobbies, and overall lifestyle as well. The script you write for someone who’s interested in yoga, vegan cooking, and mindfulness will sound very different than the script you write for someone who's interested in hunting and fishing.
Finally, we can’t forget about financial and economic factors. Money obviously affects a person’s decision to buy or pass on a particular product. Some of the most influential economic factors include the following:
How much money does your target customer earn per year? Furthermore, how much disposable income (money left over after paying bills, taxes, buying food, etc.) do they have?
If someone lives paycheck to paycheck, they might not be interested in buying luxury items. If they have a lot of disposable income, though, it might be easier to convince them to invest in a more expensive product.
Perhaps someone doesn’t make much money right now, but they expect to earn more in the coming years.
Suppose someone anticipates earning a higher salary in the next couple of years. In that case, they might be more likely to invest in something with a higher price tag, especially if it fits in with their aspirations and idea of who they want to be in the future.
Interest rates will influence your target audience's buying decisions — particularly if your business sells big-ticket items (cars, jewelry, furniture, etc.).
Most people buy these items on credit, and if interest rates are high, they might be more hesitant to purchase. Conversely, low interest rates can encourage consumers to pull the trigger.
When employment rates are up, and more people feel secure in their jobs, they’re more inclined to make big purchases and invest in products they want but don’t necessarily need. If employment rates are low and people are experiencing job insecurity, they might cut down their discretionary spending.
Consider the overall economic situation in your area, as well as the amount of job security your target customers are likely experiencing. Thinking about these things can help you be more empathetic when writing your video script.
When you consider the factors discussed above, you’ll have a much easier time creating compelling marketing videos that win over your target audience and convince them to follow through with your call to action.
If you need additional help creating persuasive, compelling videos, remember these tips:
In general, shorter lengths are better for marketing videos. If you overwhelm the consumer with too much information, they might not know what you want them to do or understand why your product is a good option for them.
Find ways to appeal to your target customer, but don’t lose your brand’s unique voice in the process. Don’t try to please everyone. Stay authentic to stand out and catch the attention of the people you want to buy your products.
Emotions play a big role in people’s buying decisions. If they feel an emotional connection to your product — perhaps because your video resonates with their core values or specific desires — they will be more interested in purchasing.
Finally, vary the types of marketing videos you create.
For example, an explainer video highlights the value of your product, a product demo explains how to use it, and a company overview video introduces consumers to your brand and what makes you unique.
Adding variety to your video marketing campaigns helps you attract more people at various stages of the buying journey.
Not seeing the kinds of results you want from your videos? You might need to think more about the psychological, social, cultural, personal, and economic factors that influence your target audience.
If you’re still struggling with writing video scripts, reach out to a professional for help.
At Control Shift Video, we offer high-quality, custom video marketing and advertising services. Contact us today to learn more about our award-winning video production services.
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