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How To Create Absolutely Amazing Video Ads as Beginner Marketers

Never make a cringy video again!

Videos draw attention. Make you emotional. Make you think “wow!” Sometimes, it’ll also make you think “WTF is this!?”

I’ve seen some horrible marketing videos.

Videos (in my opinion) make or break businesses. So you need to get this process right or you’ll end up hurting the brand you’re marketing.

How do you do this? You start by having a foolproof process you run through when you’re approached to produce a video.

All the way from the concept of the video to its production.

Seems pretty obvious right? Nope.

It’s the easiest part to gloss over without thinking. How are you gonna make a good video if you messed up the audience? What in the world are you marketing if you don’t know who you’re marketing to?

Understanding the target market is everything!

Your videos should be personal messages so that potential customers want to interact with your brand.

If you were writing a message to your friend for a special occasion; the value of that message comes from the connection you and your friend have. It’s the same with video.

Know your customers. Know their:

I’m sure you’ve heard this 1001 times now, but it’s worth repeating and it’s worth reminding. The brand is a problem solver for them, it’s a gateway to a better life. Market the brand so it communicates those things.

It’s all about helping the customer. As Seth Godin said:

Get personal. That’s the first step in making a great ad!

The one single answer to the question, “what makes a great ad?” would be the story.

It can be simple, funny, or it can be deep and meaningful. It doesn’t matter which one you choose. But your choice should match with the brand.

A video ad with a great story sells itself, you won’t need to “advertise” the product. You won’t need to rant about features. You won’t need to rant about the benefits.

This is because good marketers know the greatest result uses the subconscious mind more than the conscious.

Jonah Berger’s famous book, “Contagious,” explains how Apple choosing to flip the logo on its laptop made a great impact on laptop sales.

That’s subconscious marketing at work! Great stories creep their way into the customer’s subconscious. It does the work for you, oftentimes it does it better than you.

You’ll buy the shoe yourself.

Hit powerful emotions with your story! The sales will follow.

Do the writing yourself or hire a great writer. This part is crucial because now you’re moving past the concept and to the hard part.

Execution.

Drafting scripts or monologues are the most annoying thing ever! You can have a great concept and story, but then completely disconnect from those ideas when putting it on paper. You may not even know it sometimes.

So pay attention, don’t let yourself wander.

Budgets change, stakeholders may not like your idea, you may lack resources, etc. All your practical issues come up here. A majority of your issues should be solved at this stage as well.

But they don’t. Not because they couldn’t. But because they understood exactly what needs to be shown on-screen and what exactly the narrator should say.

They understood limitations. They understood simplicity. They understood the goal of the ad. Heck, I wanted a MacBook after seeing this.

The devil is in the detail and in this case; the detail is in the writing.

If I could sum all of this up, I would just say “be a great storyteller.” I know, it’s cliché and the most generic advice ever.

But at the end of the day, that’s all it is.

Regardless of whether you have a big budget, big resources, etc. If your video is wrong at its core…

Your video is a complete miss.

If you feel all of this is too complicated, here’s an easy method.

Tell your customer’s story. Tell a story about their aspirations. Tell a story about their pain. Tell a story about what they want. Make them feel seen. Their problems are your problems.

Then make a video about it.

Good luck!

Hi, I plan on writing more daily stuff on this platform for creators. Check it out.

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