If you’ve been following my Facebook posts, you’ll know how much of a video fan I am for selling leisure travel. I have posted several articles about the rising popularity of video – over two billion videos are downloaded every day on YouTube bla, bla, bla…
But what does it mean to leisure travel – not as an industry but as a retailer? If you take a minute to imagine a scenario where your customer wants a particular resort or destination and you’re able to show them a 3 minute video, chances are a decision will be greatly accelerated.
However, the type of video you offer can make or break the sale. Show them a self-promoting, overproduced slick piece obviously created by an ad agency with a big budget and in my opinion, you’re only a tiny bit closer to closing the sale. Show them a 3 minute piece of you at the resort describing naturally what they can expect and experience and chances are if the resort is right for them, you’ll close the sale.
I know…you don’t think you’re photogenic, you’re shy, a bad hair day or you think this might get expensive. Excuses! It’s not about production value or about you personally; it’s about you having experienced something that makes YOU, the voice of authority. Long story short, buy a $300 video camera, open a free YouTube account and take the camera with you on every FAM trip and vacation.
So you think this may be a good idea but are wondering where to start. I’ve taken an excerpt from Eric Harr’s book (details below) to illustrate how easy and effective it can all be if you follow his 7 practical steps:
1. Keep it Short & Sweet.
People, particularly in social media, have shorter attention spans. Studies show that attrition rate after 30 seconds is roughly 82% (unless the video is compelling or celebrity-driven).
2. Start Strong.
A Jupiter research study found that people decide — in the first two seconds — whether or not they will watch the remainder of a video. It’s important to capture their attention in those two seconds, but not necessarily with stagecraft. Strive to be compelling and give them a reason to keep watching. Have you ever watched thoroughbred horses break out of the gates? It’s so jaw-dropping that we cannot help but keep watching! Break out of the gates in your videos!
3. Make One Point (and No More Than Three).
Nielsen reports that humans can only process, and retain, three simple messages in a short span of time. Do not overload the viewer with granular facts and minutiae. You needn’t make them an expert. Just pique their interest. Pick 1-3 concepts you want to convey and use anecdote, humour and colour to bring texture to your videos.
4. Entertain, Inspire, Inform—or, Ideally, Do All Three.
Frame messages in the interest of the viewer. The fact is that people care less about your product, brand or cause than they do about how it improves their lives. Stay viewer-centric and seek to leave them informed, inspired, entertained—or all three. Humour is powerful, engaging and effective—if you can pull it off.
5. Produce Share-Worthy Content.
This relates to the point above, but it warrants its own coverage, because it’s essential to understand in this “word of mouth economy”: in a single click, people can share your content farther and faster than ever before. Here’s a litmus test: Produce content you’d be compelled to share with your family.
6. Speak From the Heart.
People have sensitive antennae in social media. These channels were created as a very refuge away from corporate marketing. People know contrived when they see it, and it can do more harm than good. Speak in a “human voice.” Mean what you say. If you’re interviewing someone, ask them to be honest (even if it means they aren’t uniformly positive; it will be more credible.). If you try to message people, you will never reach a wide audience. If you win people’s hearts, you can reach the world.
7. Have a Clear Call to Action.
Ask yourself: “What do I want the viewer to do?” You need to move people to action, otherwise you may achieve non-financial outcomes (video views) in lieu of financial outcomes (conversions/revenue). Tell viewers what you want them to do. And, if it’s possible to edit the video with a graphical outro, do so.
You must admit, it is common sense and it makes sense. A video of you telling clients what, in your opinion, their vacation might be like is what makes you an expert and “my travel agent”.
I’m going on too long here but spend some time on YouTube and see how that video can get you NEW customers. If you find any videos that you think portray the 7 points above, please share them.
Have a great weekend and keep travelling!
Cheers
Frank
Eric Harr is the new Social Media Expert for CBS News and the Founder & President of Resonate Social Media. His book: “The REAL TRUTH About Social Media: 8 Timeless Truths Uncovered & 8 Monumental Myths Revealed” is available online and in bookstores. For more information, visit: http://ericharr.com/.
