DRTV: DR Online Video
A discussion guide was created in advance of the recording session. An interviewer was off camera asking questions, but the company owner looked into the camera, not with answers to the questions, but rather with self-contained statements, as if he were having a conversation with the viewer.
The way to make this approach work is to have the interviewer state a starter sentence for the interviewee. Instead of "What did you have for lunch today?" the interviewer delivers a starter sentence, such as "For lunch today, I had a hot dog." This approach allows the interviewee to know where to begin so that the conversation naturally flows, and the interviewer is edited out of the video so as to not distract from the message. This approach also allows easy editing, and allows the person being interviewed to be credible and natural in delivery.
This fundraising video tells a story and stimulates emotion using interviews of young people whose lives have been touched by this organization.
This video won in an A/B/C split test of length to see which style would bring in the highest number of contributions. The three lengths were about four minutes, seven minutes and 10 minutes. The winner was the seven-minute video, bringing in more donations from first-time contributors than the other approaches.
We suspect the reason the seven-minute video worked best was there was more time to tell the story and arouse emotion than the four-minute video, and the 10 minute video was too long. Still, a seven minute video is longer than many, and reminds us that we shouldn't be afraid of longer-form videos to tell our story and successfully generate response.
Gary Hennerberg is a direct marketing consultant and copywriter, president of Dallas-based direct marketing consultancy The Hennerberg Group, and author of the blog Online Video Marketing Deep Dive. Reach him at firstname.lastname@example.org.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.