What Are the Basic Things You Need to Know About Content for Video Marketing?
Don’t Reinvent the Wheel
There are already techniques that work—use them! When writing a script for a video, I have a few favorite formulas, and I’m going to share one with you because it works and will help you. Why waste time on something that doesn’t?
Measure Everything
Testing and tracking are key. Here’s one of my favorite formulas for writing video content:
Get Their Attention
Hold Their Attention
Show the Proof
Ask for Action
Breaking Down the Formula
Start with a headline that grabs attention by addressing a problem.
Follow with a subheadline promising a solution to keep viewers engaged.
Present body content proving that you or your product is the solution.
End with a call-to-action asking viewers to do something specific—download a guide, enter an email for a free course, or any action that helps you gauge your ad’s effectiveness.
Why Calls-to-Action Matter
Always ask for something. Even just collecting contact information can help you start a follow-up system. Don’t settle for vague calls like “Call us for the lowest price”—this won’t get a response. Instead, make your ask clear and actionable.
Marketing’s Purpose
Your goal is simple: move prospective customers closer to a buying decision. Test and measure different ad versions on a small scale before launching bigger campaigns. Doing so will save time and money while maximizing effectiveness.
Smart Video Marketing Strategies
Work Smart, Not Hard
Use proven techniques to grow your business. Video content aligns with today’s tech-savvy consumers who prefer interactive and engaging formats over static content like text.
Jim Rohn’s Communication Wisdom Applied to Marketing
Have something good to say.
Say it well.
Say it often.
By following this principle, your video marketing can thrive. You now have one of my favorite script formulas to say it well.
Why Video Marketing Works
Video engages viewers better than other mediums, making them more likely to pay attention and take action. In this article, I’ve given you the formula for crafting effective video scripts that work. When you’re in front of a customer, this approach helps you deliver a compelling message that leads to sales.
The Difference Between Institutional Marketing and Product Marketing
The Two Types of Advertising
As we talk about the creative side of advertising, if we really wanted to just boil it down, we can say there are two different types of advertisements. So, there are two approaches that we could take as a brand.
Institutional Advertising
We have institutional ads, and these are more branded ads. They’re more about the brand; they’re more emotional. They’re about connecting with us on a deeper level, getting us to feel really strongly about the brand and identifying with the brand.
Product Advertising
The second form of ad would be a more product-based advertisement. So, product advertising is more specific to one individual product a brand might make. It’s a lot more, in my mind, informational. It’s going to focus a lot more on features; it’s going to focus a lot more on product attributes.
Product advertising, to me, feels a lot more rational. It’s more about our brains and getting them involved in the action, thinking about how different specific product attributes are going to impact our decision to buy one brand over another.
Key Differences Between Institutional and Product Ads
Institutional Ads:
A lot more emotional.
A lot less in terms of product information.
Focus on the overall feeling we get from a brand.
Product Ads:
A lot more rational and specific.
Focus on individual product attributes.
Aim to impact decision-making for discrete, tangible products.
Example: Product Advertising
Let’s look at a couple of examples and see how brands utilize institutional advertising and product advertising. It’s not as easy to distinguish between the two as you may see, so let’s take a look and then talk a little bit about the brand examples that we’re seeing.
On the way to the top, everyone’s got advice for you — what you’re doing wrong and how to do things they’ve never done themselves. It could be why our cabin was built with a sound-deadening underside, insulated materials, and acoustic glass. So, on your way to the top, you can keep the sound of doubt outside.
So, here we’ve got an example imported from Detroit’s Chrysler ad. It may sound really familiar to you, as you’ve seen it before.
One of the things you want to notice about this particular ad (I know we had a little bit of choppy playback, but I’m going with it, rolling, keep moving forward) is that even though it had this emotional feel, notice that it told us stuff about the car.
It talked about how the cabin was designed to make it a quieter ride.
"Quieter ride" is a big benefit.
It told us about the miles-per-gallon.
These are very specific product attributes. I’d call this a really good example of product advertising because it gave us some specifics about the product, showed us the model it was talking about, and provided detailed information.
Example: Institutional Advertising
As I said, this might have sounded very familiar to you because they’ve had several ads in the campaign that used the same announcer and tagline, "Imported from Detroit." Let’s take a look at the ad that probably kicked it all off — a Super Bowl ad. This is a shorter edit.
"This isn’t New York City or the Windy City. We’re certainly no one’s Emerald City."
In this ad, you can see that it’s a lot more about the brand of Chrysler. It’s a lot more emotional. You can obviously hear Eminem’s song playing in the background, which is kind of their anthem for this "Imported from Detroit" campaign.
Think about how that works to connect with us on a deeper level. First of all, I know you were busy watching my beautiful video, but I couldn’t help but move to the song of Eminem’s. It connected with me; it was immediately recognizable.
Which Approach Works Better?
The first ad told us about miles per gallon and the quietness of the cabin. The second ad told us a lot less, but it impacted us a lot more.
So, when you’re thinking about which is better — product or institutional advertising — I’m a brand person. I’m going to say, "Hey, let’s do some institutional advertising!" I like the advertising that makes the little goosebumps come up on your skin. I love the advertising that really hits us in our guts and makes us connect with brands.
But the reality is that we need both. We need product-oriented advertising, and we also need institutional advertising.
These are just two good examples so that you can start to understand and recognize the difference.
What Are the Basic Things You Need to Know About Content for Video Marketing?
Don’t Reinvent the Wheel
There are already techniques that work—use them! When writing a script for a video, I have a few favorite formulas, and I’m going to share one with you because it works and will help you. Why waste time on something that doesn’t?
Measure Everything
Testing and tracking are key. Here’s one of my favorite formulas for writing video content:
Get Their Attention
Hold Their Attention
Show the Proof
Ask for Action
Breaking Down the Formula
Start with a headline that grabs attention by addressing a problem.
Follow with a subheadline promising a solution to keep viewers engaged.
Present body content proving that you or your product is the solution.
End with a call-to-action asking viewers to do something specific—download a guide, enter an email for a free course, or any action that helps you gauge your ad’s effectiveness.
Why Calls-to-Action Matter
Always ask for something. Even just collecting contact information can help you start a follow-up system. Don’t settle for vague calls like “Call us for the lowest price”—this won’t get a response. Instead, make your ask clear and actionable.
Marketing’s Purpose
Your goal is simple: move prospective customers closer to a buying decision. Test and measure different ad versions on a small scale before launching bigger campaigns. Doing so will save time and money while maximizing effectiveness.
Smart Video Marketing Strategies
Work Smart, Not Hard
Use proven techniques to grow your business. Video content aligns with today’s tech-savvy consumers who prefer interactive and engaging formats over static content like text.
Jim Rohn’s Communication Wisdom Applied to Marketing
Have something good to say.
Say it well.
Say it often.
By following this principle, your video marketing can thrive. You now have one of my favorite script formulas to say it well.
Why Video Marketing Works
Video engages viewers better than other mediums, making them more likely to pay attention and take action. In this article, I’ve given you the formula for crafting effective video scripts that work. When you’re in front of a customer, this approach helps you deliver a compelling message that leads to sales.
The Difference Between Institutional Marketing and Product Marketing
The Two Types of Advertising
As we talk about the creative side of advertising, if we really wanted to just boil it down, we can say there are two different types of advertisements. So, there are two approaches that we could take as a brand.
Institutional Advertising
We have institutional ads, and these are more branded ads. They’re more about the brand; they’re more emotional. They’re about connecting with us on a deeper level, getting us to feel really strongly about the brand and identifying with the brand.
Product Advertising
The second form of ad would be a more product-based advertisement. So, product advertising is more specific to one individual product a brand might make. It’s a lot more, in my mind, informational. It’s going to focus a lot more on features; it’s going to focus a lot more on product attributes.
Product advertising, to me, feels a lot more rational. It’s more about our brains and getting them involved in the action, thinking about how different specific product attributes are going to impact our decision to buy one brand over another.
Key Differences Between Institutional and Product Ads
Institutional Ads:
A lot more emotional.
A lot less in terms of product information.
Focus on the overall feeling we get from a brand.
Product Ads:
A lot more rational and specific.
Focus on individual product attributes.
Aim to impact decision-making for discrete, tangible products.
Example: Product Advertising
Let’s look at a couple of examples and see how brands utilize institutional advertising and product advertising. It’s not as easy to distinguish between the two as you may see, so let’s take a look and then talk a little bit about the brand examples that we’re seeing.
On the way to the top, everyone’s got advice for you — what you’re doing wrong and how to do things they’ve never done themselves. It could be why our cabin was built with a sound-deadening underside, insulated materials, and acoustic glass. So, on your way to the top, you can keep the sound of doubt outside.
So, here we’ve got an example imported from Detroit’s Chrysler ad. It may sound really familiar to you, as you’ve seen it before.
One of the things you want to notice about this particular ad (I know we had a little bit of choppy playback, but I’m going with it, rolling, keep moving forward) is that even though it had this emotional feel, notice that it told us stuff about the car.
It talked about how the cabin was designed to make it a quieter ride.
"Quieter ride" is a big benefit.
It told us about the miles-per-gallon.
These are very specific product attributes. I’d call this a really good example of product advertising because it gave us some specifics about the product, showed us the model it was talking about, and provided detailed information.
Example: Institutional Advertising
As I said, this might have sounded very familiar to you because they’ve had several ads in the campaign that used the same announcer and tagline, "Imported from Detroit." Let’s take a look at the ad that probably kicked it all off — a Super Bowl ad. This is a shorter edit.
"This isn’t New York City or the Windy City. We’re certainly no one’s Emerald City."
In this ad, you can see that it’s a lot more about the brand of Chrysler. It’s a lot more emotional. You can obviously hear Eminem’s song playing in the background, which is kind of their anthem for this "Imported from Detroit" campaign.
Think about how that works to connect with us on a deeper level. First of all, I know you were busy watching my beautiful video, but I couldn’t help but move to the song of Eminem’s. It connected with me; it was immediately recognizable.
Which Approach Works Better?
The first ad told us about miles per gallon and the quietness of the cabin. The second ad told us a lot less, but it impacted us a lot more.
So, when you’re thinking about which is better — product or institutional advertising — I’m a brand person. I’m going to say, "Hey, let’s do some institutional advertising!" I like the advertising that makes the little goosebumps come up on your skin. I love the advertising that really hits us in our guts and makes us connect with brands.
But the reality is that we need both. We need product-oriented advertising, and we also need institutional advertising.
These are just two good examples so that you can start to understand and recognize the difference.
What Are the Basic Things You Need to Know About Content for Video Marketing?
Don’t Reinvent the Wheel
There are already techniques that work—use them! When writing a script for a video, I have a few favorite formulas, and I’m going to share one with you because it works and will help you. Why waste time on something that doesn’t?
Measure Everything
Testing and tracking are key. Here’s one of my favorite formulas for writing video content:
Get Their Attention
Hold Their Attention
Show the Proof
Ask for Action
Breaking Down the Formula
Start with a headline that grabs attention by addressing a problem.
Follow with a subheadline promising a solution to keep viewers engaged.
Present body content proving that you or your product is the solution.
End with a call-to-action asking viewers to do something specific—download a guide, enter an email for a free course, or any action that helps you gauge your ad’s effectiveness.
Why Calls-to-Action Matter
Always ask for something. Even just collecting contact information can help you start a follow-up system. Don’t settle for vague calls like “Call us for the lowest price”—this won’t get a response. Instead, make your ask clear and actionable.
Marketing’s Purpose
Your goal is simple: move prospective customers closer to a buying decision. Test and measure different ad versions on a small scale before launching bigger campaigns. Doing so will save time and money while maximizing effectiveness.
Smart Video Marketing Strategies
Work Smart, Not Hard
Use proven techniques to grow your business. Video content aligns with today’s tech-savvy consumers who prefer interactive and engaging formats over static content like text.
Jim Rohn’s Communication Wisdom Applied to Marketing
Have something good to say.
Say it well.
Say it often.
By following this principle, your video marketing can thrive. You now have one of my favorite script formulas to say it well.
Why Video Marketing Works
Video engages viewers better than other mediums, making them more likely to pay attention and take action. In this article, I’ve given you the formula for crafting effective video scripts that work. When you’re in front of a customer, this approach helps you deliver a compelling message that leads to sales.
The Difference Between Institutional Marketing and Product Marketing
The Two Types of Advertising
As we talk about the creative side of advertising, if we really wanted to just boil it down, we can say there are two different types of advertisements. So, there are two approaches that we could take as a brand.
Institutional Advertising
We have institutional ads, and these are more branded ads. They’re more about the brand; they’re more emotional. They’re about connecting with us on a deeper level, getting us to feel really strongly about the brand and identifying with the brand.
Product Advertising
The second form of ad would be a more product-based advertisement. So, product advertising is more specific to one individual product a brand might make. It’s a lot more, in my mind, informational. It’s going to focus a lot more on features; it’s going to focus a lot more on product attributes.
Product advertising, to me, feels a lot more rational. It’s more about our brains and getting them involved in the action, thinking about how different specific product attributes are going to impact our decision to buy one brand over another.
Key Differences Between Institutional and Product Ads
Institutional Ads:
A lot more emotional.
A lot less in terms of product information.
Focus on the overall feeling we get from a brand.
Product Ads:
A lot more rational and specific.
Focus on individual product attributes.
Aim to impact decision-making for discrete, tangible products.
Example: Product Advertising
Let’s look at a couple of examples and see how brands utilize institutional advertising and product advertising. It’s not as easy to distinguish between the two as you may see, so let’s take a look and then talk a little bit about the brand examples that we’re seeing.
On the way to the top, everyone’s got advice for you — what you’re doing wrong and how to do things they’ve never done themselves. It could be why our cabin was built with a sound-deadening underside, insulated materials, and acoustic glass. So, on your way to the top, you can keep the sound of doubt outside.
So, here we’ve got an example imported from Detroit’s Chrysler ad. It may sound really familiar to you, as you’ve seen it before.
One of the things you want to notice about this particular ad (I know we had a little bit of choppy playback, but I’m going with it, rolling, keep moving forward) is that even though it had this emotional feel, notice that it told us stuff about the car.
It talked about how the cabin was designed to make it a quieter ride.
"Quieter ride" is a big benefit.
It told us about the miles-per-gallon.
These are very specific product attributes. I’d call this a really good example of product advertising because it gave us some specifics about the product, showed us the model it was talking about, and provided detailed information.
Example: Institutional Advertising
As I said, this might have sounded very familiar to you because they’ve had several ads in the campaign that used the same announcer and tagline, "Imported from Detroit." Let’s take a look at the ad that probably kicked it all off — a Super Bowl ad. This is a shorter edit.
"This isn’t New York City or the Windy City. We’re certainly no one’s Emerald City."
In this ad, you can see that it’s a lot more about the brand of Chrysler. It’s a lot more emotional. You can obviously hear Eminem’s song playing in the background, which is kind of their anthem for this "Imported from Detroit" campaign.
Think about how that works to connect with us on a deeper level. First of all, I know you were busy watching my beautiful video, but I couldn’t help but move to the song of Eminem’s. It connected with me; it was immediately recognizable.
Which Approach Works Better?
The first ad told us about miles per gallon and the quietness of the cabin. The second ad told us a lot less, but it impacted us a lot more.
So, when you’re thinking about which is better — product or institutional advertising — I’m a brand person. I’m going to say, "Hey, let’s do some institutional advertising!" I like the advertising that makes the little goosebumps come up on your skin. I love the advertising that really hits us in our guts and makes us connect with brands.
But the reality is that we need both. We need product-oriented advertising, and we also need institutional advertising.
These are just two good examples so that you can start to understand and recognize the difference.