Online Video Direct Marketing

So yes, "online video direct marketing" is a mouthful. Perhaps the two disciplines need to get better acquainted. Neither are new. But perhaps they are new to each other. You see, there seems to be a lot of video these days, but they are missing the elements of successful direct marketing.

Consider this comparison with direct mail.

Any good writer knows that the outer envelope has one job: to get itself opened.

Any good DM video starts with a still image on YouTube or other hosting services. And you want that "grabber" to be viewable. Maybe it's a few words. Maybe an show-stopper image. Probably both.

Once the video starts, you have a crucial few seconds to arouse curiosity or interest. It's your headline in the direct mail world. And much as a letter builds the message, so does a successful video.

And just like a letter might have a false close, so can a video. Then, of course, a strong call-to-action.

With video, you have the added benefit of both auditory and visual effects. With printed direct mail, you just have visual. Sure, in print the reader can pace as fast as they want, but in video you can add audio inflections to voice-over to emphasize certain words.

Let's face it, the consumers’ attention span is shorter than ever, and it’s not likely to increase. People will give you a few seconds to watch a video. Engage them quickly, and they’ll stick with you long enough to get your message across and prompt enough curiosity to check you out more.


Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.