Video> = Pildid + lood

ärivideote seadistamine

Inimesed ei loe. Kas pole kohutav öelda? Blogijana on see eriti häiriv, kuid pean tunnistama, et inimesed lihtsalt ei loe. E-kirjad, veebisaidid, ajaveebid, ajalehed, pressiteated, funktsionaalsed nõuded, vastuvõtulepingud, teenusetingimused, loominguline ühisosa ... keegi ei loe neid.

Oleme hõivatud - tahame lihtsalt vastuseni jõuda ja ei taha aega raisata. Ausalt öeldes pole meil aega.

See nädal oli minu jaoks maratoninädal, kirjutades turundusmaterjale, vastates e-kirjadele, kirjutades arendajatele nõudedokumente ja seades ootusi väljavaadetega, mida suudame pakkuda ... kuid enamikku sellest pole täpselt ära kasutatud. Ma hakkan ära tundma, kui palju on müügi-, arendus- ja juurutamistsüklile mõjusamad pildid ja lood.

On ilmne, et inimeste mällu füüsilise jälje loomiseks on vaja skeeme. Võib-olla on see üks põhjustest Ühine käsitöö on nende omadega nii edukas videos.

Selle viimase kuu jooksul oleme veetnud päeva ja öö a Küsi hinnapakkumist kus vastasime kümnetele küsimustele oma toote ja selle võimaluste kohta. Valasime sõnastuse üle, koostasime suurepäraseid skeeme ja pidasime ettevõttega mitu korda nii isiklikult kui telefoni teel. Jagasime isegi interaktiivset CD-d, mis oli ülevaade meie ärist ja teenustest.

Protsessi lõpus leiame end jooksult # 2.

Miks?

Ausalt öeldes ei selgitanud kõik tunnivõtetega peetud vestlused, turundusmaterjal ja dokumentatsioon kliendile ikkagi lühikest pilti, et meil oli peamine omadus mida nad nõudsid. Me tegime ... aga kõik dokumendihunnikud, koosolekud, sõnumite saatmine jne kadus see sõnum kaduma.

Pole iroonia, et # 1-l oleval ettevõttel on olnud võimalus oma tellimusega (ettevõttesiseses laboris) toote osas täielikult demonstreerida. Meid tutvustati protsessi palju hilisemal kuupäeval ja me ei nõudnud majasisese meeleavalduse korraldamist. Olime kindlad, et olime täielikult teavitanud neile vajalikke lahendusi.

Me eksisime.

Kliendi tagasiside oli see, et meie demonstratsioon oli liiga tehniline ja puudus liha sellest, mida klient nõudis. Ma ei ole nõus - me keskendasime kogu oma ettekande kindlasti oma süsteemi tehnilistele aspektidele, arvestades, et ettevõttel oli oma eelmise müüjaga armetu rike. Teadsime, et meie rakendus seisab iseseisvalt, nii et tahtsime leida teavet selle kohta, kuidas meie tehnoloogia oli nende jaoks vajalik eristamine.

Nad ei teadnud seda.

Sellele tagasi vaadates arvan, et oleksime tõenäoliselt võinud loobuda tonnidest kõnedest, dokumentatsioonist ja isegi diagrammidest ning lihtsalt video kokku panna, kuidas rakendus toimis ja nende ootusi ületas. Ma tean, et kirjutan viimasel ajal oma blogis palju videote kohta - aga ma olen tõesti saamas meediumis usklikuks.

7 Kommentaarid

  1. 1

    Doug,
    I talked to Mark about this today at Basketball, and the first thing I asked him was “did you draw pictures with the client?” In my experience, nothing brings business and technical discussions together better than a live “white board” discussion where you get all the linkages, systems, reasons, users, etc. out on the board in a live discussion with the customer. I agree with you that no one reads anything. If I write something, I like to read with with the customer word for word – so that demands that the documents be short.

    Sorry for the long comment, but you hit a hot button with me, and I got pulled into the conversation today…
    - Scott

    • 2

      Hei Scott,

      Your conversation with Mark definitely encouraged this blog post and I agree with you. Given the volume of material we needed to push to this particular prospect in a short period, I even think going beyond images would have been necessary – perhaps a mix of images, recorded demonstrations and live demonstrations.

      We were definitely put at a disadvantage from the start – the other company already being embedded without our knowledge – but the fact that we have the better product would have stuck out much more had we left all of the participants with the vivid memory of our products’ better capabilities.

      Thanks for the inspiration!
      Doug

  2. 3

    Sorry to hear you didn’t make the sale. Your honesty is very much appreciated. It’s a humbling experience to be 2nd on something important. It sounds like you have hit the nail on the head with your insight on the video medium. If you think of a sales presentation as an educational experience for the customer, you will remember that people learn in different ways. Teachers know that some people process learning by listening, some people process learning by reading, some people process learning by doing. If you can provide a variety of learning experiences, you’ll reach your goals of educating. You can always have multiple presentations with different styles prepared in advance, and gauge your audience during the presentation. If they give you little clues like saying “I hear you, Doug”, or “I’m not seeing where whe’re going here”, you can gain a little insight into their learning style….. and then go in that direction. Good luck with the next presentation. And thanks for the cool little video on Blogs on the Commoncraft site! That was so fresh! And also thanks for the backlinks from a previous comment… I am placing your blog on my list of blogs with the no-nofollow on my site!

    • 4

      Thanks Penny! Your comment hits on something very important – that our goal was to harima the client. Had that been a classroom, our students would have flunked. We need to be better teachers!

  3. 5
  4. 7

    There are two basic rules that any marketer should follow:

    Rule #1 (from journalism) — The average person has the reading level AND attention span of a 6th grader. Use short sentences and small words. The important information goes first, the less important goes last.

    Rule #2 (from marketing) — We are bombarded by more than 30,000 persuasive messages per day (this is more than just advertisements). To cut through the clutter, even for smarter people, you need to follow Rule #1.

    A good RFP is only a couple of pages and will only address that particular need the client has, not talk about the responding company, their process, or include lots and lots of materials. If you do, include them in an index, but only include the materials you absolutely must have.

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