Some companies have great, even potentially revolutionary products or services and yet they just can’t seem to break into the market or reach the number of people that they need to. They advertise, they have expensive models showing how product or service X can save time and money, they go to trade shows, have all the social media accounts and still it seems like the idea just doesn’t have traction, which is strange, cause those people who understand it, think that it’s the best thing since sliced bread… does anyone remember Betamax?
There is a good chance that this product or service has some fantastic features and benefits, so what you should absolutely not do is try to explain all of these at once. After 10 minutes, even if I was in the market I would be hard pressed to keep my eyes from glazing over.
If your product or service can cure cancer and solve world hunger whilst simultaneously lowering worldwide greenhouse gas emissions and resolving climate change then by all means say so, but the chances are most consumers with react with scepticism. Let your product or service speak for itself without embellishment.
Breaking your product or service down into a microcosm of detail might appeal to some companies under the guise of full disclosure, however what this tends to do is just confuse people. If in doubt fall back to the K.I.S.S principle, if you’re not sure what I mean, here’s a Wikipedia link http://en.wikipedia.org/wiki/KISS_principle
Too many companies still believe they need to sell aggressively in order to achieve results; all this actually does is alienate both the sales team and customers. Be clever about your sales process and the rewards will follow.
Often your customers won’t want to have to rely on your company at every stage of the product or service lifecycle, let them choose how to use the product or service and give them the tools to empower themselves. This also frees up your staff who can concentrate on making the experience even better.
Now the internet is a powerful tool and for many businesses it is a great way to reach new markets and expand existing ones, however as with all great opportunities competition online is growing rapidly. This simply means that companies need to be smart about the way they do business and a great way to avoid making the 5 mistakes listed above is to employ a web video strategy. With a clever web video strategy a company can produce promo videos, corporate videos, content marketing videos, animated videos and branded content videos, all of which combine to form a powerful sales and marketing methodology. Web Video is the perfect online communication tool and when well planned and executed it will ensure you never need to ruin another good idea.