{"id":24369,"date":"2021-04-01T11:20:14","date_gmt":"2021-04-01T09:20:14","guid":{"rendered":"https:\/\/www.voicebooking.com\/en\/blog"},"modified":"2023-07-11T13:59:03","modified_gmt":"2023-07-11T11:59:03","slug":"producing-effective-videos","status":"publish","type":"post","link":"http:\/\/www.voicebooking.com\/en\/blog\/producing-effective-videos","title":{"rendered":"The secret behind producing effective videos"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Human behaviour is predictable \u2013 to a certain extent. We know this thanks to extensive research in the field of consumer psychology. For example, we know that we feel better about ourselves if we\u2019re steadfast (or think we are) as this means that we\u2019re trustworthy, confident and reliable.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your message fits in with your viewer\u2019s behavioural consistency, you\u2019re already one step ahead of them. In this blog post, you\u2019ll find out more about the power of commitment and consistency, as well as how to apply this in your next web video.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Content that sells: Content Marketing strategy tips from Robert Cialdini\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/UUkiSyORREg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><i><span style=\"font-weight: 400;\">YouTube video: How to create content that sells.<\/span><\/i><\/p>\n<h2><strong>Persuade your viewer\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s get one thing straight: because people are used to their thought patterns and behavioural patterns, it can be tricky to convince them otherwise \u2013 which is your end goal, if you\u2019re trying to get them to buy your new product or try out your service. <\/span><span style=\"font-weight: 400;\">The trick is to establish common ground with your viewer first; something that you can both agree on. For example, imagine you\u2019re making a web video advertising a new kind of drinking cup for toddlers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t start your video off by telling the viewer why your drinking cup is the best on the market; talk about the importance of drinking enough, of raising small children safely. Any father, and especially any mother will agree with you on both fronts.\u00a0<\/span><span style=\"font-weight: 400;\">Once you\u2019ve got their attention, you can start telling them all about the advantages of your new drinking cup. Now this scenario fits in with a responsible parent\u2019s behavioural consistency.<\/span><\/p>\n<h2><strong>Keep your story simple\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Did you know that our brains only make up 2% of our body weight, but use up to 25% of our energy? This is why it\u2019s important to use our \u2018thinking power\u2019 carefully. As a result, a lot of our decisions are made subconsciously \u2013 consistent with our previous thoughts and behaviour.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why you usually take the same route to work, shop in the same places and vote for the same political party \u2013 simply because you don\u2019t have the time to think about every single decision you make, especially in today\u2019s complex and busy world. This is why you should avoid using too many facts and figures and keep your story simple.<\/span><\/p>\n<h2><strong>Start off small\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve figured out that people like consistency, you can take them on a customer journey, taking baby steps towards your goal. For example: in one neighbourhood, that had many children living in it, a group of residents wanted the other residents to place warning signs in their gardens to encourage passing cars to drive more slowly.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can probably guess what happened next: most residents didn\u2019t want the warning signs in their garden (not in my back, err, front yard). That\u2019s why the group decided to start off small and had the residents sign a petition and put a small sticker on their car windows first.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A few weeks later, the group returned with the request to place a warning sign in residents\u2019 gardens. Out of the group of residents who didn\u2019t sign the petition and take a sticker first, only 17% placed the sign in their garden. Out of the residents who first signed the petition and placed a sticker on their car window, 76% agreed to place a sign in their garden. The moral of the story?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Start off with a small request first. A good example of this is using the phrase \u2018for more information, go to\u2026\u2019 Instead of \u2018buy this car\u2019, say \u2018how about a test drive?\u2019<\/span><\/p>\n<h2>Document it<\/h2>\n<p><span style=\"font-weight: 400;\">More often than not, our thoughts are just vague ideas floating around in our heads: I want to live healthier, work less, achieve more. However, we usually don\u2019t act out on any of these thoughts.\u00a0<\/span><span style=\"font-weight: 400;\">By documenting our thoughts, we can achieve more. I want to stop smoking by this date. I want to lose 10 kilos. I want to sell 20% more. The first step is to write the thought down so that it\u2019s crystal clear.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The next step is to share your newly defined goal with other people. Weight Watchers utilises this principle by having their members share their goals with others online and in Weight Watchers meetings.\u00a0<\/span><span style=\"font-weight: 400;\">Sales teams achieve the same by hanging their targets on the wall. Asking a consumer to share something on social media can achieve the same effect.\u00a0<\/span><\/p>\n<h2><strong>Consistent and persistent\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Sometimes it\u2019s amazing seeing how much people like consistency. Take initiation ceremonies in the army or for students. During these initiation ceremonies, people are humiliated, hurt or can even die. Even so, these rituals still exist.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Researchers have explored the reasoning behind this. It\u2019s apparent that people appreciate something that took hard work and persistence to achieve, more so than something that\u2019s easily achievable. In other words, we feel more loyalty and unity if we have gone through the initiation process first; we feel braver afterwards, more resilient.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why the phenomenon still exists today. Now, there\u2019s a big chance that you aren\u2019t in the army, or a member of a student society, but it works in exactly the same way if you want to sell a product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How many times have people spent all night waiting in line for the latest iPhone? Or have sat at their laptop, anxiously bidding on a pair of exclusive, one-of-a-kind trainers? The more effort you have put into getting something, the better it feels. This is why you should make your product exclusive and one-of-a-kind \u2013 it\u2019s what people love.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s clear that behavioural consistency is important and helps us in our daily lives, ensuring that we don\u2019t have to think about every single little thing. We\u2019re also firm believers of \u2018a promise is a promise\u2019 and act accordingly.\u00a0<\/span><span style=\"font-weight: 400;\">Keep this in mind the next time you make a web video, radio ad or e-learning course. It\u2019s a sure-fire way to positively influence people.<\/span><\/p>\n<h3>About this series<\/h3>\n<p><span style=\"font-weight: 400;\">The blog post series \u2018<\/span><a href=\"https:\/\/wp-staging.voicebooking.com\/en\/blog\/heres-how-to-make-your-video-much-more-persuasive\"><span style=\"font-weight: 400;\">Positive influencing<\/span><\/a><span style=\"font-weight: 400;\">\u2019 by Voicebooking explores the psychology behind influencing. The goal is to attract and persuade your readers, viewers and listeners, not manipulate or mislead them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This series is based on the six fundamental principles of persuasion, as researched and described by Robert Cialdini, Professor Emeritus of Psychology and Marketing at Arizona State University and Stanford University.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More on the topic with the YouTube video link below: <\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=UUkiSyORREg\"><span style=\"font-weight: 400;\">https:\/\/www.youtube.com\/watch?v=UUkiSyORREg<\/span> <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Human behaviour is predictable \u2013 to a certain extent. We know this thanks to extensive research in the field of consumer psychology. For example, we know that we feel better about ourselves if we\u2019re steadfast (or think we are) as this means that we\u2019re trustworthy, confident and reliable.\u00a0 If your message fits in with your &hellip; <a href=\"http:\/\/www.voicebooking.com\/en\/blog\/producing-effective-videos\">Continued<\/a><\/p>\n","protected":false},"author":3,"featured_media":157486,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[318,351,198,303,217],"tags":[1455,891,1452,1454,643,648,890,1453],"class_list":["post-24369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","category-creation","category-inspiration","category-tips-2","category-video-en","tag-effective-video-secret","tag-effective-videos","tag-producing-effective-videos","tag-secret-to-effective-video","tag-tips-3","tag-tips-and-tricks-2","tag-video-production","tag-video-production-tips"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Secret To Producing Effective Videos | Voicebooking<\/title>\n<meta name=\"description\" content=\"Are you a content creator? 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