#117: Using a “Brand Video” to Get High-Ticket Clients to Buy Faster with Mariana Henninger

In today’s digital age, businesses are constantly searching for ways to stand out from the competition and build trust with their audience. While traditional marketing tactics still have their place, there’s a powerful tool that can help you make a lasting impression and accelerate sales: the brand video.

What is a Brand Video?

A brand video is a short, compelling video (2-4 minutes) that tells your story in a way that connects with viewers on an emotional level. It’s not just a dry recitation of facts and figures; it’s a carefully curated narrative designed to evoke specific feelings in your audience.

Think of it as a virtual coffee date – a chance to introduce yourself, share your values, and let people get to know the real you. A well-crafted brand video can make viewers feel like they’ve known you for years, even if they just stumbled upon your content for the first time.

Why is a Brand Video so Important?

People buy from those they know, like, and trust. This simple truth underpins the power of brand videos. In a world overflowing with marketing messages, it’s not enough to have a great product or service – you need to forge a genuine connection with your potential customers.

Here’s why brand videos are so effective:

• They cut through the noise: In a sea of text-based content, a visually engaging video captures attention and leaves a lasting impact.
• They build trust faster: By sharing your story and personality, you create a sense of authenticity and relatability that fosters trust.
• They humanize your brand: People connect with people, not faceless corporations. A brand video puts a face and a voice to your business, making it more approachable.
• They showcase your values: Your story reveals what you stand for and what makes you unique. This resonates with viewers who share your values.

The Key Elements of an Effective Brand Video

A brand video is more than just a talking head shot. It’s a carefully crafted blend of storytelling, visuals, and emotion.

Here are some key elements to consider:

• Know Your Customer: Before you can connect with your audience, you need to understand their needs, desires, and pain points. Dig deep and uncover the underlying emotions that drive their decisions.
• Know Yourself: Just as importantly, you need to have a clear understanding of your own values, mission, and what makes you unique. This self-awareness forms the foundation of your story.
• See Yourself Through Your Customer's Eyes: Talk to your existing customers and ask them what made them choose you over the competition. Their insights will reveal what sets you apart and what you should emphasize in your video.
• Curate Your Story: Don’t try to cram your entire life story into a few minutes. Choose the most relevant and impactful moments that connect with your audience’s needs.
• Evoke Emotion: People remember how you made them feel. Use your story to trigger positive emotions and create a memorable experience.
• Use Emotional Visuals: Visuals are powerful storytellers. Go beyond basic B-roll and use imagery that complements your narrative and evokes specific feelings.

Example: A podcast coach who prides herself on creating organized, step-by-step systems might use visuals of a jigsaw puzzle being assembled to illustrate her approach.

Maximizing the Reach of Your Brand Video

Once you’ve created your masterpiece, it’s time to unleash its power. Here are some strategic places to showcase your brand video:

• Social Media: Pin it to the top of your profiles on all major platforms. This ensures that anyone who visits your page gets a glimpse into who you are.
• Website: Feature it prominently on your homepage and About Me page.
• Email Signature: Include a link to your video with a compelling call to action.
• Welcome Sequence: Make a lasting first impression by incorporating your brand video into your email welcome sequence.
• Webinars and Live Events: Captivate your audience from the start by using your brand video as an engaging introduction.
• Sales Pitches and Proposals: Differentiate yourself from the competition by including your brand video in your pitches and proposals.

Pro Tip: To further enhance engagement, create eye-catching GIFs from your brand video and use them in emails and social media posts.

Unlock the Power of Connection

In today's competitive market, a brand video is no longer a luxury; it’s a necessity. By investing in a well-crafted brand video, you'll forge deeper connections with your audience, build trust faster, and accelerate sales.

Remember, people don't just buy products or services – they buy into stories and the people behind them. Let your brand video tell your story and unlock the power of connection.