The hard sell is no longer a winning strategy for businesses. Force-fed, high-pressure pitches packed with snappy lines and outlandish claims just aren’t a good idea anymore. The modern-day consumer simply sees them as aggressive and off-putting. Therefore, take a more relaxed outlook on marketing — the soft sell approach that sells without selling.
The soft sell is proving more effective in recent times. Avoid fighting for quick sales that produce only short-term benefits. Instead, the aim of soft-selling is to build trust and lasting relationships with customers. As a result, this leads to long-term growth and success.
So, how do you implement a soft sell strategy into your video marketing campaign that will really pay off?
Show your personality
Break down the wall between your company and its customers with soft sell by showing the real people behind the products. For example, include yourself and your employees in your videos. In addition, take your audience behind-the-scenes. Finally, above all, don’t be afraid to let your personality and company culture shine through!
Become a thought-leader
Secondly, to soft sell, prove yourself to be knowledgeable about your industry as a whole. As a result, customers are more likely to trust you with their business. Share your knowledge through videos and social media. For example, you could create a series of educational videos about your industry. Alternatively, you could even host a live stream webinar or Q&A!
Finally, don’t be afraid to share other people’s interesting industry content. As a result, you’ll show customers that you’re a contributing member of your industry’s community!
Persuade, don’t manipulate
If you want to soft sell, always be honest and genuine. In other words, 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. Therefore, have a clear focus for each video; in addition, try to present information as clearly and concisely as possible. For example, you could use motion graphics and visual aids to highlight a couple of key points.
The soft sell is about putting yourself in your customers’ shoes. Therefore, show that you understand and empathise with their wants and needs. Instead of reeling off awesome product features, demonstrate how it can solve a common problem they might have.
Furthermore, take advantage of social media and keep the conversation going beyond your video. Ask for feedback; listen to questions and concerns; show your audience that you value their opinion.
Aim for convenience
We all have much lower attention spans these days and crave immediate gratification. So, aim for sixty to ninety-second videos and put your main point towards the beginning. Furthermore, if you want to cover a wider topic, split your video into smaller, bite-sized chunks.
Moreover, don’t forget to include a call to action at the end of your video. For instance, directing viewers to your website, email signup or related video content. This might seem like a hard sell tactic, not soft sell. However, 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.
If you want to find out more about effective video marketing, check out our video production services!