Every business needs a unique value proposition to carve a unique niche for itself and appeal to its target audience. These days, value propositions are perhaps best demonstrated with the use of a compelling explainer video. But how can you make sure your message is as succinct, persuasive, and effective as you need it to be?
What Is a Value Proposition Video?
A value proposition video is essentially a unique value proposition communicated through the medium of video. Unique value proposition, or UVP, is a relatively short statement that concisely describes how your customers are going to benefit from your offer. It’s designed to communicate information to help customers make better purchasing decisions, while gently persuading them to choose your brand over your competitors.
Good UVPs are truly unique, designed for a specific target audience, concise, and persuasive. Putting a value proposition in a video has the potential to elevate it further, allowing it to reach more people in a more engaging, easily consumable format.
Tips for Success in Creating (and Distributing) Your Value Proposition Video
What tips can you follow to achieve more success in creating and distributing your value proposition video?
1) Get to know your audience
One of the most important practices you can follow is getting to know your audience better. Conducting market research and collecting survey results from your existing followers can help you get inside the mind of your customer and see the world through their eyes. This will allow you to craft messaging that specifically appeals to them, ultimately making your value proposition video more relevant and more persuasive. If you choose to create something generic, in an attempt to appeal to everyone, you’ll end up falling flat.
2) Understand your competition
Similarly, it’s important for you to understand your competition. After all, your goal is to create a unique value proposition—one that’s truly differentiated from similar competitors. What is it about your specific products and services that stands apart even within this industry? What separates you from your top rivals, and what do customers most appreciate about your brand, uniquely?
3) Craft a one-sentence UVP
With this information, you can craft a concise, one-sentence value proposition for your product or service, if you don’t already have one. Try out a few variations to see which one you like best. This is going to be the anchor and guiding light for your strategy, functioning as both a foundation on which to build and a direction on which to travel. Don’t be surprised if it takes you a few rounds of experimentation to develop something you truly like.
4) Introduce the problem first
From there, you can begin working on the script for your video. The video is going to be longer than a simple recitation of your UVP, so start by introducing the problem that your product or service is intended to solve. This is a great way to establish relevance with your target audience and hook them with something they can relate to. Once they acknowledge the problem, they’ll be much better primed to see your products and services as solutions.
5) Use simple language, metaphors, and analogies
When initially developing the ideas in your script, try to use simple language, metaphors, and analogies. Even if your product or service isn’t especially complex, these tactics will make your content much more accessible and much easier to understand. Anything you can do to reduce friction will work to your benefit.
6) Draft a tight script
From there, you’ll be able to draft a tight script. Generally, value proposition videos should be short and sweet. You’ll want to communicate your message as concisely and clearly as possible, without taking more than a few minutes of your viewers’ time. Again, don’t hesitate to try out a few different versions to see which ones you like best.
7) Edit, edit, edit
Your first draft is probably going to be insufficient for your needs. Unfortunately, this is simply the nature of first drafts. Go through the script multiple times, editing your structures and phrases to be even more concise, clear, and persuasive. Keep your audience and your competition in mind as you do this to ensure your messaging is as relevant as possible.
8) Choose the right style
When the script is finished, you’ll need to decide on a style for your video. Do you want something fun, bouncy, and animated? Or something more serious, grounded, and visceral? Think about the core characteristics of your brand as well as your audience as you decide these things.
9) Pick the perfect narrator
Most value proposition videos include voiceover narration, so be discerning when you select your narrator. Choose someone who best represents your brand, and someone who can articulate your messaging thoughtfully and clearly.
10) Polish to perfection
The perfect value proposition video doesn’t really exist. But you can gradually get closer with thoughtful edits and refinements. Watch your video many times, showcase it to test audiences, and keep tweaking until you’re satisfied with it.
Your value proposition video is going to be much more effective if you’re able to follow these tips reliably. With a better understanding of your audience, and careful attention to every important step of the process, you’ll be in a better position to communicate the perks of your products and services to your most important customers.
