Our client spotlight for this week, Updater, wants you to know that they understand the challenge of moving. That’s why our video for them starts with this universal truth: “Moving is hard.”
This is an effective hook for many reasons, not the least of which being that Updater’s target audience will immediately resonate with the bold statement. What’s more, anyone who happens to disagree with this statement wouldn’t have a use for Updater anyway, so it’s a great opportunity to engage the target audience and effectively filter out any viewers who don’t need the service.
Then, the video pivots to feature an explanation of how Updater solves the difficulties of moving. This is a common “problem/solution” storyline that’s executed to perfection. The hook drew the audience in, and now they’re primed to hear all the ways Updater is prepared to make moving easier.
Finally, the video anticipates questions that prospective clients might have. Two key questions that may arise in the minds of Updater’s target audience are, “Can it be customized if my move is different?” and, “Will this actually save me money?” The answer to both of these questions is a resounding “yes,” and both are addressed in the video to save viewers from having to wonder.
The bottom line? This video is a textbook example of understanding your clients, their pain points, and what your product or service is going to solve for them. It speaks the language of an Updater client, not the language of a marketing exec or a production expert. The result is an engaging video that feels highly personal to anyone who watches, encouraging them to remember Updater next time they’re faced with the overwhelming frustration of moving.
Check it out below!
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