The great thing about videos, as we’re always saying, is that they give customers an opportunity to see any given product in action, from multiple angles.
Choosing the words in your video is important as well
But videos are more than mere images in motion. There is also a copy side to them. Whether spoken via narration or appearing as actual type text in some sort of subtitle format, when creating quality videos, the words you choose are as important as the pictures you’re presenting.
The reasons for this are twofold:
How your video is perceived by your audience
Words, as we all know, matter. A subtle difference in word selection can make a big difference in terms of how a product is perceived, and subsequently purchased (hopefully).
How your video is perceived by search engines
As of November 2009 Google has begun using it’s proprietary Automatic Speech Recognition tools to caption videos on Youtube. The implications for this are huge in terms of their capability to properly index and categorize the videos they have access to. Simply put this means that Google is now actually listening to what you have to say for yourself, and using it to classify your videos.
Google admits freely that their capabilities in terms of Speech Recognition leave something to be desired, however they also point out, quite rightfully, that occasionally imperfect captions are better than no captions. Check out this video for more details on the feature:
What to say
There are two types of language involved in “pushing products”:
- The actual description of the product itself, including what it looks like, how it’s used, it’s advantages, and how it will improve your life.
More succinctly put – The product’s purpose and why you need to buy it.
- The words that encourage customers to take action – buy now or subscribe today.
Best known as – The call to action
Both types of copy are equally important in different ways. One does the selling. The other encourages the buying.
I came across this list recently of “200 Words That Make Money.” The list is broken down into two separate (functional) categories, similar to those mentioned above.
In terms of pushing products, most of them are the rather familiar tried-and-true such as “simple”, “proven”, “professional”, and “prestigious”.
The call to action terms on the other hand include standards such as “guaranteed”, “sale”, “bargain”, and “you”. Yep you. That’s because, more than anything, people love when they feel they are being spoken to directly.
While I can’t vouch entirely for the list’s validity (i.e. are these really the top 200 words), what I can say is that there’s a great way to test these terms.
Test what works
With the Treepodia smart video platform’s multi-version videos. The Treepodia way of creating videos, of course is to use your existing marketing texts, and then create multiple video versions per product. Then with the built-in A/B testing mechanism the smart video platform compares different video versions (including variations in text), in order to automatically identify and promote the highest performing version.
That means, with our system you not only promote your products with video, you can also improve your marketing texts, and find out for yourself which terms really do sell.
* – image created using wordle