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Most advertising methods get reduced rates of response over time. The public becomes resistant to the medium and message with each passing campaign. This trend is even more pronounced on the internet. There are only two things that remain unchanged and will always work.   First is the concept of adaptation. The business owner must sacrifice everything on the alter of results. The data from their website is KING and tells the true story of what is going on. It isn’t convenient and usually doesn’t fit into the story of what you wanted to happen, but it’s REAL.   The second is the concept of communication. The ability to connect from one mind to another is so universal that it extends to the lowest forms of the animal Kingdom. The process of evolution by selection is all about communication (selecting a mate), and like...

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Before we talk about video marketing, let’s first define marketing in general. LOP Blog June 1st 2012 The American Marketing Association says the following,“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” So what is video marketing? It is simply doing all of that with video as the communication medium. Since TV and internet have virtually merged, the smallest business can now leverage the power of professional video to communicate online. Since a large portion of the population is watching even their favorite TV shows on their computer, this means your message is almost equal to broadcast TV. However, it is absolutely necessary to have the highest production and talent standards you can afford. As TV merges with the internet, it gives the...

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When you sit down to write your video script for your onsite actor, you need to realize that your web visitor doesn't want to see a video, listen to a greeting, hear about your company, or be sold to. They want to quietly slip in and out of your site. They want to quickly find the one or two websites that seem to hold the promise of the information they need. If your video spokesperson doesn't help them immediately decide to stay by saying something surprisingly relevant, they will most surely leave. You wanted to get them to stay longer and you force them to bounce even faster. Don't worry, the odds are good that they would have left anyway, you just hurried their departure. It seems cruel to say these things about your website, but the reality is that somebody...

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Spokesperson or Salesperson The use of a spokesperson has been a well-documented tactic in advertising. The proper spokesperson can help with the emotional triggers of identification and establish brand credibility instantly. In the online world, the use of a video spokesperson on a website is not the same use in any way. The video spokesperson does not usually confer credibility becuase they are unknown, without recognition. They are simply used to convey information. If the script is written correctly, the video actor is more like a salesperson. Somebody that stands there day and night to present a short "elevator pitch" for the company and lead the website visitor to the next most logical step for their visit. So in any traditional sense of the word, the web actor is NOT a spokesperson, just an old-fashioned salesperson.   There are some well-established rules for...

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Video Marketing For 2nd Graders Sales tool or cure for illiteracy? One question about video marketing is whether or not it contributes to increased sales in a website. There is certainly a prevailing opinion out there that “people don’t read anymore”. The solution to this is usually to plan to get some video in your website. This implies that the function of video is that of a 2nd grade teacher, where the students aren’t good readers either. The teacher’s job is often to read aloud to the students. Is that really what you think video marketing in a website is for?  Video vs. Reading In terms of bandwidth, or efficiency of the transfer of information, video is many times slower than reading text content. Not only can we read faster than video, but also we can skip, skim and browse information very quickly....

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Before the internet, Marshall McLuhan coined the phrase “the medium is the message.” However, at that point, there was no medium like the internet. The internet allows for every possible medium of expression through a single portal called a “website.” We can’t call this advertising in a traditional sense because the goal of most mass-market advertising is to alert the public to the existence of a product, even before they have the need for that product. The vast majority of money and effort on internet marketing is spent on having a sales pitch for your product appear precisely when somebody has a need for your product – when they are searching. This new scenario required a new term, “Search Marketing,” or “Search Engine Marketing.”   Website = Pile of Data It is very useful to remember what a website really is. A website...

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Creating a successful website for sales or lead conversion is a long and complicated process. There are not just 5 or 10 steps and changes to the website after it goes live, there are at least 50 to 100 steps to create a winning strategy. In the weeks following our own new video marketing website, going live, I made several major changes each day to adjust traffic flow, conversion rates, visit times and number of pages visited. It is funny to think how everybody who looked at our site before it went live commented about how much nicer it was than the old site. This is where most business owners stop. Friends and family tell them their new site is cool. There is only one expert on your website and it's the visitors themselves. They are NEVER wrong and their visit...

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Video on a website does not work miracles. Communication works miracles. Once we realize that nobody goes to a website to be impressed, or be entertained, the notion of using video takes a different path. As business owners, we become so obsessed with our own story that we forget the cardinal rules of advertising; what's in it for me (WIIFM). If we can discipline our message or video script to answer the question "So What?", then we might stand a chance that people will watch the video all the way through. Our video scripts usually have a good completion percentage. The average watch time in our scripts is often 80-90% of the length of the script. Since this is an average watch length it tells us that basically everybody who is watching the video at all, is watching the entire...

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One of the most abused words of the past 20 years (since the dawn of the internet) is the word “research”. Having personally earned my Doctorate in Neurophysiology, it is offensive to have the same word used by somebody just reading opinion and non-reviewed stories on the internet. I hear people say everyday, “I researched that on the internet”, but what they mean is “I read some words on a website about that."  Research has an entirely different meaning. Now, this wouldn’t be an issue except these same people still give the word “research” the same heavy duty meaning as if they had spent years in a lab testing the laws of nature and then submitted it all to a group of experts on the same subject for peer-review. What does this have to do with spokesperson video? Before the age...

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