Thanks Spot.

Aaron,

Nice footage, good energy.

As you continue similar trailers there is a marketing "persusive format" that you may wish to follow for something you are trying to sell:

1. Attention. Unless it is slow, this step is usually accomplished immediately via video.

2. Credibility. Credentials, testimoials, awards, etc. On an ad you might have "editors choice," "winner of best teacher 3 years in a row," "national sparring champion," etc. Anything that immediately establishes credibility in your instruction. In this case, having a black belt is automatically recognized as credible. This step occurs fast but ads credence to what will follow.

3. Problem. Sometimes the problem is obvious and self-evident, other times it has to be squeezed out. In your case the problem may be over weight, desire to learn a new style, want to know self defense, no time for classes, need a refresher, etc. Identify the key reasons someone might want to get your DVD--quickly identify what problem(s) it solves. The more smelly, greesy or obvious and emotional the problem, the faster the prospect relates.

4. Solution. How your DVD solves the problem. A plain statement without explaining. This video can help you A) get in shape and develop a healthy lifestyle, B) learn to defend yourself--with practical tips, C) help you pick up chicks ( ;-) You get the idea.

5. Best Solution. Elaborate on the single or multiple solution. Now you would demonstrate and visually (the advantage of film) prove each of the solutions you proposed.

6. Overcome objections. If there are typical objections that always come up, then handle them. Possible objections might be: Price (overcome with an impending special offer), the fear of hurting themselves (may be so out of shape they are not ready for the associated soreness), the doubt that they can progress, etc.

7. Visualization. A very quick step, but crucial since it helps them to emotionally visualize possessing the benefits. This is important since emotion closes the sale, and logic keeps it sold. It is also part of "roller coaster" closing--objections (previous) create a negative (at the bottom of the roller coaster). You don't close then, you bring them back up to their earliest high (top of the roller coaster). Now that they have quickly pictures how the benefits outweigh the money in their bank account, you are ready to close. Visualization might include, "Picture your increased confidence as you view and practice the DVD. Your body is stronger (show muscles/endurance), you have increased confidence if ever confronted (scene at work of person holding their own, or if affronted), and the pride of progressing (show person with color of belt changing).

8. Step to actuate (the close). Now it is time to ask them to buy. Make sure they know the offer (repeat it - a confused prospect never buys), reiterate the key benefit, create a sense of urgency (special offer, "what's holding you back?"), ask for the order and provide multiple forms of payment and contact (web, e-mail, phone, address, etc.)

Not every promo follows this exact format--some self evident can shorten the steps. For example, let's look at AOL's TV ads for on-line protection.

1) Attention (TV, got it already).
2) Credibility (AOL with millions of users (used later, but the brand is already known)
3) Problem. Young boy going onto web and lands on porno site. Emphasises by some embarrasing passionate sounds (although they changed it to "Hey big boy... since they may have crossed the line by being too explicite)
4) Solution "Big Burley On-line Protector" (exagerated and personalized with live person covering boys eyes)
5) Best solution (screen shots of parents filtering interface)
6) Overcoming objections. Use a special offer, provide people testimonials that it is "easy to use" a no brainer to be safe.
6) Visualization. Safe sounds of the same boy, but now he is at a safe nature site.
7) Step to Actuate. Offer to try AOL for ____ days--limited time offer, no credit card (overcoming objections), phone number, website, etc.

Another example can be seen at www.chanimal.com/video (this is a 3 minute infomercial that follows the format and gives some detailed teasers of what they can expect, with a strong overcoming objections, visualization and call to action.

Another example of how this format was applied to a corporate video (to solicite use of the companies services) can be found at http://www.chanimal.com/html/presentation.html

I hope this helps as you move forward.

Ted

P.S. Pardon the bad spelling (new feature for this forum?)

Chanimal,
Thank you for taking the time to write such a detailed reply. This is what I like about this forum.

I was asked to do a promo/trailer for the last event video I put together
http://web.qx.net/aklittle/og/KFC4_Promo.wmv
At that time I had never put much thought into such a thing. What I ended up with was a modified version of the intro. I thought that would be a simple idea for this as well. Take the intro, add some contact info, and bam an instant trailer.

I guess I still have a lot to learn. I have printed out your post and I will certainly use it when I put my next project together.

Thanks again,

Aaron

mmmmm.... KFC. yummie!

Chanimal, I am printing your persuasive sales format and posting it next to my monitor. Nice. I think that format would work well, for even say a demo reel and such, not just straight sales.

Jeff