The hard sell is no longer a winning strategy for businesses. Force fed, high-pressure pitches packed with snappy lines and outlandish claims are seen as aggressive and off-putting to the modern day consumer.
Taking a more relaxed outlook on marketing — the soft-sell approach that sells without selling — is proving more effective in recent times. Instead of fighting for quick sales that produce only short-term benefits, the aim of soft-selling is to build trust and lasting relationships with customers — leading to long-term growth and success.
So, how do you implement a soft-selling strategy into your video marketing campaign that will really pay off?
Show your personality
Break down the wall between your company and its customers by showing the real people behind the products. Include yourself and your employees in your videos, take your audience behind-the-scenes and don’t be afraid to let your personality and company culture shine through!
Become a thought-leader
If you can prove yourself to be knowledgeable about not just your company, but your industry as a whole, customers are more likely to trust you with their business. Share your knowledge through your videos and social media. You could create a series of educational videos about your industry, for example, or even host a live stream webinar or Q&A!
Also, don’t be afraid to share interesting content about your industry that’s been created by others. Show your customers that you’re a contributing member of your industry’s community!
Persuade, don’t manipulate
Always be honest and genuine. Don’t make false claims or empty promises. If your product or service is good enough, people will buy it. You just need to give your customers enough clear and valid information to make an informed decision.
However, you should also avoid overwhelming your audience with too many facts and features. Have a clear focus for each video and try to present information as clearly and concisely as possible — you could use motion graphics and visual aids to highlight a couple of key points, for example.
Put yourself into your customers’ shoes. Show that you understand and empathise with their wants and needs. Instead of reeling off all the awesome features of your product, demonstrate how it can solve a common problem they might have.
Be sure to take advantage of social media and keep the conversation going beyond your video. Ask for feedback. Listen to your audience’s questions and concerns. Show them that you value their opinion.
Aim for convenience
We all have much lower attention spans these days and crave immediate gratification. Aim for sixty to ninety-second videos and put your main point towards the beginning for ease of viewing. If you want to cover a wider topic, split your video into smaller, bite-sized chunks.
Don’t forget to include a call to action at the end of your video — directing viewers to your website, email signup or related video content. This might seem like a hard-selling tactic, but if it’s done in a clear and contextual manner, it will make the process easier for customers who decide to give you their business.