[tcb-script type=”application\/ld+json”]{“@context”:”https:\/\/schema.org”,”@type”:”VideoObject”,”name”:”Type 2_How it works video_draft.mp4″,”description”:””,”thumbnailUrl”:[[“https:\/\/video.gumlet.io\/6553c483fc21dc1b6b7e60d4\/65a86fbd7f69b5a294a0a422\/thumbnail-1-0.png?v=1705537665698″]],”uploadDate”:”2024-01-18T00:24:29.818Z”,”duration”:”PT5M31.49866700000001S”,”embedUrl”:”https:\/\/play.gumlet.io\/embed\/65a86fbd7f69b5a294a0a422″}[\/tcb-script] <\/p>\n
Now that a potential customer has watched our short Homepage video they are intrigued. They\u2019re now ready to learn more of the details. They want to make sure the promised value in the Main video can actually occur.<\/p>\n
The goal of this type of video is to provide more in-depth information on your processes, procedures, customer experience, or product\/service functionality once you’ve grabbed interest with your homepage video.<\/p>\n
For a “How it Works” video, walk through your step-by-step methodology, system, or technology. Explain the sequence using visuals, animation, or in-context footage.<\/p>\n
For a “What it’s Like” video, show viewers what they can expect when engaging with your business. Capture the ambiance, interactions, and overall customer experience.<\/p>\n
Explain your process or experience clearly in simple, easy-to-understand language. Avoid overly complex jargon.<\/p>\n
Highlight the key differentiators, innovations, or advantages in your methodology\/technology versus alternatives.<\/p>\n
Emphasize how each step of the process or elements of the experience benefit the customer directly. Focus on outcomes.<\/p>\n
Use visuals, b-roll, graphics, etc. to illustrate the steps\/experience vividly. Show don’t just tell.<\/p>\n
Build credibility by providing proof points, stats, testimonials, guarantees, etc. that back up claims.<\/p>\n
For “What It’s Like”, spotlight unique amenities, special touches, mood, interactions that separate your customer experience.<\/p>\n
Address and pre-empt potential customer questions, concerns, or objections around your process or experience.<\/p>\n
Convey brand personality and values through the tone and feeling of the video. Align with other branding.<\/p>\n
End with a clear call-to-action to schedule a consultation, signup for a demo, contact your sales team, etc. Advance them to the next phase.<\/p>\n
It\u2019s important to maintain brand consistency with your homepage video in terms of visuals, messaging tone, etc. Think of this as the “second episode” continuing an ongoing show.<\/p>\n
Also, later on I\u2019ll talk about recording behind-the-scenes video clips. You may feel like that\u2019s a waste of time but these clips can be very helpful in this video.<\/p>\n
The ideal length for a “How It Works” or “What It’s Like” video can vary depending on the complexity of the process or experience being conveyed. Keep in mind that they\u2019re watching this video because they\u2019re interested. They still want to quickly get the information they want but they have a bit more patience and are willing to watch longer.<\/p>\n
Resist the temptation to overload this video with too many details. Keep the most important information or experiences at the forefront. You can always create additional videos with more specifics.<\/p>\n
Here are some general guidelines are:<\/p>\n
1-2 minutes long for a simple explanation of a straightforward process or experience overview. Quickly hit the key steps or highlights.<\/p>\n
3-4 minutes to cover a more involved methodology or detailed experience with multiple facets. Long enough to educate but not overwhelm.<\/p>\n
5-7 minutes to comprehensively walk through a complex, multi-step process or rich customer experience. This is for audiences that are highly engaged.<\/p>\n
It can be 8-10 minutes if needed for a deep demonstration, but retention may fall off after 5-7 minutes. This is something you can test and see.<\/p>\n
Now let\u2019s cover how to script this kind of video.<\/p>\n
Start out with what I call the \u201cPickup Hook.\u201d You\u2019re continuing the conversation from the Main Homepage video. Show continuity.<\/p>\n
Next, make an overview statement such as \u201cLet me explain our process\u2026\u201d or \u201cI\u2019ll show you what you\u2019ll experience\u2026\u201d<\/p>\n
Process Explanation\/Experience Walkthrough – Break the process or experience down into clear, logical steps\/phases that they can easily follow. Avoid giving too much detail here and again stay focused on the value they\u2019ll receive.<\/p>\n
You can also build credibility by describing what success has come to our customers or what they\u2019ve particularly enjoyed about your environment. You can also explain guarantees because of your confidence in your process.<\/p>\n
At this point you\u2019ll want to consider addressing common concerns or questions that your potential customer may have. <\/p>\n
Finally you\u2019ll want to end with a clear call to action. What should they do next if they\u2019ve liked what they\u2019ve heard?<\/p>\n
Below is the worksheet for this video helping you walk through step by step your own script.<\/p>\n","protected":false},"template":"","yoast_head":"\n