Here's a question I ask most business owners. Would you rather spend thousands of dollars on a TV spot on the local news or have the local news do a profile on your business to air DURING the news for free? It's an easy answer. Having someone else tell your story adds credibility. Potential customers don't want to feel like they are being "sold" a product. That why sales people at companies like Apple or Saturn do not work on commission. Potential customers feel like they are being educated rather than sold a product. The same goes for online video.
Videos that try to sell you a product or service are not that effective. Why would people go to a website to watch a commercial? Instead we have found businesses big and small using "news style" web videos not just to sell a product but TELL THE STORY OF THEIR BUSINESS. There is a big difference. By giving customers information they can use can help build brand loyalty without feeling like they are being sold.
Using interview techniques, journalistic shooting and editing styles can turn a commercial into a informational lesson that people want to watch.
The problem is not everyone can be on the local news. But you can have a third party to tell your story and have it broadcast on your website, Twitter, YouTube, Facebook and just about anywhere else. Here is an example of a video Focus Media Services produced for local restaurant that offers "the story" behind a business rather than a standard "come spend your money here" video.
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