[tcb-script type=”application\/ld+json”]{“@context”:”https:\/\/schema.org”,”@type”:”VideoObject”,”name”:”Type 1_Homepage video_v1.mp4″,”description”:””,”thumbnailUrl”:[[“https:\/\/video.gumlet.io\/6553c483fc21dc1b6b7e60d4\/65a864dfdf193d90ae355de6\/thumbnail-1-0.png?v=1705535021702″]],”uploadDate”:”2024-01-17T23:38:07.553Z”,”duration”:”PT7M45.27999999999997S”,”embedUrl”:”https:\/\/play.gumlet.io\/embed\/65a864dfdf193d90ae355de6″}[\/tcb-script] <\/p>\n
There are lots of names for this video. I call it your main video because it\u2019s really the starting point of your messaging. It’s a crucial first impression. Typically it appears on your homepage at the top. Some call it your \u201chero\u201d video.<\/p>\n
The most important goal of your homepage or main video is to quickly capture attention and convey why your brand is relevant, important, and worth further time exploring. Your ideal audience should know they\u2019re in the right place.<\/p>\n
Also communicate your unique personality and energy. This video is a chance to connect emotionally and forge a bond with your ideal audience. Let your passion and conviction come through.<\/p>\n
The goal is not to have them watch this one video and then buy but instead start the relationship building process and prime the pump for further engagement across all your marketing.<\/p>\n
Have you ever heard of an elevator pitch?<\/p>\n
An elevator pitch is a short, compelling introduction you could give to someone influential like a potential investor or partner if you found yourself with them captive in an elevator ride.<\/p>\n
Your Main Homepage video applies a similar concept – you have a very brief time to grab your viewer’s attention and get across your most important messaging and value proposition.<\/p>\n
Keep it concise and focused on your most vital points rather than overwhelming with too much info.<\/p>\n
Be clear and use simple, easy to grasp language rather than industry jargon<\/p>\n
Be benefit-focused emphasizing the outcomes you provide more than features<\/p>\n
Show personality and connect emotionally with the pain points of your audience<\/p>\n
Use analogies, stories, and vivid language to help your message be memorable<\/p>\n
Have an actionable next step. Drive towards a specific, focused next step to continue the conversation.<\/p>\n
Just like a strong elevator pitch, your homepage video should efficiently make a strong first impression and motivate viewers to dig deeper in a very limited amount of time.<\/p>\n
An impactful homepage video goes beyond stating what you do – it focuses on the benefits and emotional outcomes for customers.<\/p>\n
Rather than “We sell healthy prepared meals”, say “We take the stress out of feeding your family wholesome, delicious dinners.”<\/p>\n
Don’t just present features – highlight how they make the customer feel. “Our massage therapists don’t just relax your muscles, they release the tension of your busy life.”<\/p>\n
Paint an aspirational vision of their life with your service. “Picture waking up energized and empowered to take on your day.” Help them visualize the happy ending.<\/p>\n
Use relatable emotions – save them time, reduce their frustration, give them confidence. “No more wasting your weekends on laundry. Get back those freedom-filled Saturdays.”<\/p>\n
Connect with their deepest motivations – improve health, grow happiness, build connection. “Make your next chapter your most meaningful – our life transition guides show you how.”<\/p>\n
At its core, effective messaging sells feelings more than facts. Take them on an emotional journey from struggle to success in a short, compelling video.<\/p>\n
If you want some further training on this search Sam Horn and \u201cintrigue.\u201d She has an artful way of turning concepts into bland things that piques curiosity. Here are a handful of concepts you can use in your Main video:<\/p>\n
Raise unanswered questions. For example, “What if we could make laundry a task you look forward to?” See how that piques curiosity?<\/p>\n
Hint at discoveries. For example, “After months of research, we uncovered the real key to getting better sleep fast.” See how this builds anticipation.<\/p>\n
Drop fascinating facts. For example, “Did you know the average person will spend over 4 years of their life waiting on hold? Here’s how we’re changing that.” This surprises and pulls you in.<\/p>\n
We’ve found that 60 seconds is the ideal length for a homepage video to maximize engagement.<\/p>\n
Much less than 60 seconds and you likely can’t convey enough information to provide value. However, stretch much longer and you risk losing viewer attention.<\/p>\n
60 seconds hits the sweet spot where you can create an emotional connection, communicate your unique value, and end with a strong call to action – while aligning with viewer expectations in today’s fast-paced, distraction-filled world.<\/p>\n
Of course, if 30 seconds is all you need to accomplish those goals efficiently, that can work. Or if your concept is complex you may need the extra time and 90 second can work. But aim for 60 seconds as the benchmark to compel viewers to take that next step.<\/p>\n
Many incorrectly assume a homepage video should be a hard-selling promotional ad. But leading right away with a salesy pitch or pushy call to action can turn viewers off. The homepage video is about quickly building awareness, interest and rapport. Overt selling can come later. <\/p>\n
Another misstep is trying to cram too much information into a short timeframe. Homepage videos excel when they are concise, simple and focused. Do not attempt to thoroughly explain all your services, delve into your history, highlight your credentials, and share customer reviews all in 60 seconds. Prioritize the most critical pieces.<\/p>\n
Using overly complex language and industry jargon is also an easy trap to fall into. Not all viewers will be familiar with niche terminology right away when they land on your site. Explain what you do in clear, plain, and understandable language. Avoid coming off as pretentious.<\/p>\n
Some owners make the video too much about themselves versus useful information for the viewer. While you want to communicate personality, the focus should still be on explaining the value you provide the customer.<\/p>\n
At the other end, having a dull, generic video without any brand personality is a miss as well. Find ways to showcase what makes you unique. Inject creativity, visuals, and your energy into the video. If you’re funny, be funny. If you\u2019re not funny, don\u2019t try to be funny.<\/p>\n
Now that you understand the goal and the approach to the homepage main video, let\u2019s break down the script and customize it to you.<\/p>\n
Attached is a worksheet for you to follow giving you examples of each step so that you can build the right script specific to your business.<\/p>\n","protected":false},"template":"","yoast_head":"\n