The Secret to Great Marketing Videos is _________!

Video Marketing SecretsWhat Is The Secret To Great Marketing Videos?

This is a common question that is asked by everyone involved in video marketing at some point in their career.  Have you asked it yet?  If not, you should!

To answer the question, I like to look at it in a slightly different way:

What makes a good video?

For some reason, this question seems easier to answer, yet in answering this question, we also find that we’ve uncovered the secrets to great marketing videos.

There are 5 key elements that need to be considered in every video you make.  They are:

  • Script
  • Engagement
  • Entertainment
  • Relevance
  • Length/Pace

Let’s consider each of these in turn.


Learn to write great video marketing scriptsScript

Whether your videos include a spoken voice or whether they only have text on the screen, not taking the time to plan out your script is one of the biggest reasons that so many videos don’t do well.  You don’t have to go overboard with this, but giving some thought to your script is essential.

Make sure you have a clear beginning, middle and end – capture your viewers attention at the start, engage them in the middle, then hit them with a call to action at the end.  People are used to absorbing information via this structure so embrace it when creating your videos.



You may have a great script, but if you don’t fully engage with your viewers, they won’t watch till the end.  Try to put yourself in their shoes and answer the questions that are in their minds – ideally, as the question is occurring to the viewer!

This seems an impossible task but it’s far easier than it first appears.  All you have to do is to read through your initial script and hear it in your head as if someone else is reading it.  Every time you catch yourself thinking “yeah, but…” make a note of the question and answer it in your script.  You can even say something along the lines of “you’re probably thinking ‘what about xxxx?’ right now, so let me answer that question for you.”

This is only one form of engagement.  You should also consider what your customers are interested in and make videos that are targeted at those interests.  This too creates great engagement.

Whenever you sit down to plan a video, think about how you can engage your viewers, whether it be through a clever script, interesting topics or a clever video.  However you do it, make sure you engage the interest of your viewers right through to the end of the video.

Learn to Make Great Marketing Videos


People love to be entertained.  Think about all the cat and baby videos on YouTube.  They don’t serve any real purpose, but people love them!  Why? Because they’re entertaining.

Learn to make Entertaining VideosNow I’m not suggesting that you film your toddler for your marketing videos – I’m just using these videos to illustrate how important the entertainment factor is.

So how can you entertain your audience in a marketing video?

Here are a few examples that you can use whenever you sit down to make a marketing video:

  • Use humor – but only if you can pull it off (ask a close friend for an honest opinion on this!)
  • Use comical images in your videos (I love this method)
  • Use entertaining music to support your video
  • Have text on the screen that adds interest to the words that you’re speaking – you can use this technique along with humor to have the text on the screen gently toying with the words that you’re speaking, as long as you don’t take it too far
  • Keep something happening on your screen at all time – people like to see things moving

If you can apply these things to your videos, you’ll find that they are naturally entertaining.



To a certain extent, this ties in with “engagement” as if we don’t produce relevant content, then we won’t engage with our audience.  However, we want to go a little deeper in this section.

When we talk about making a video relevant, it’s more than just engaging with our audience.  It’s about staying on topic throughout the video.  It’s about covering topics that are not only interesting to your audience, but that they can really benefit from.  Most of all though, it’s about keeping to one topic for each video that you make.

Why just one?

Well, at the end of the video you’ll be making a call to action (at least I hope you will!) and if you’ve kept to a single theme throughout the video, it should be easy for your viewers to make a positive decision regarding what you’re asking them to do.  If, on the other hand, you’ve hit them with multiple topics, there’s a good chance that they’ll feel a little confused so will be less comfortable taking action.

Looking at this another way, relevance is all about focusing each video on just one thing and making 100% sure that it’s something that is high on your viewers interests.



Learn ho to create well-paced videosThis is an interesting point.  Some people say that anything over 3 minutes is too long, others say that an engaging video can never be too long.  Whilst I tend to agree that a video can never be too long, only too boring, it’s very difficult to keep a viewer  engaged in a single topic over more than about 20 minutes.  From my personal experience, 10-15 minutes seems to be an ideal length for most videos.

Look at what the gurus do when they have a big product launch.  They tend to drip feed us a series of great videos, each focused on a specific topic, on the run up to the launch.  Most of the time, these videos tend to be shorter than 20 minutes in length (although there are exceptions).  Then they hit us with a 45 minute sales video.  Be honest – how often do you fast forward the sales video just to get to the price?  That’s because we’ve moved from great content to multiple sales message which are designed to leave our heads spinning and feeling that our only option is to hand over the big bucks!



Going back to the start we should now be better equipped to understand what makes a solid marketing video.  The secret to great marketing videos is to have a good script which is entertaining, engaging and relevant to your audience, without being so long that they switch off before then end.  As with anything in marketing, I would strongly recommend that you test different approaches to each of these points to see what your audience responds best to.

To learn more about how to make great marketing videos and to discover how easy the process can really be, check out my Internet Video 101 training program.

Do you have any other key elements that work for you? Let me know in the comments.

About The Author


John is a Senior Solutions Engineer for a U.S. IT company, specialising in Software Defined IT Infrastructure. He has an extensive background in IT and spends way too much time sitting at his PC's, making videos for himself and other Internet marketers and dreaming of spending more time boating. He's also passionate about Jesus.

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