TURN VIEWERS INTO DOERS
Reading time 1 minute
Written By Mark Anderson
Want more viewers to take action after watching your video content? This very simple approach will greatly increase the chance of turning your viewers in doers..
Focus on the ‘do’
Have you ever got to the end of a project and asked ‘what should the call to action be?’ Yes us too – it’s easily done as you get swept up by the creative process.
Most marketers start with a goal for their film, a reason for making it, something they want viewers to do as a result of watching it. However, more often than not, this gets left to the side in the planning stages when the format of the video is allowed to take over.
However, this is backwards. To create video content that inspires action, you need to start with what you want viewers to do. This ‘do’ then acts as the frame of reference for all decisions made during the project.
The 321 Approach
Andy Bounds has an excellent method for focusing on the do. He calls it the 321 approach. You can find a full description in his book The Snowball Effect, but in basic terms:
(1) Start by deciding what you want viewers to do. Doing this helps inform the strategy for your content. It also allows you to track results afterwards.
(2) Identify the viewers ‘after’. Communicate to the viewer what’s in it for them (their ‘after’). How will their life be better after watching your film/doing what you want them to do?
(3) Create the content to get across the after. Andy states (and we agree) that great content should aim for minimum length – maximum impact.
Now you’ve created the three sections – delivering them is as simple as 2,3,1.
(2) Start by telling them how their life will be better ‘after’
(3) Give them the information needed to reinforce/explain that message
(1) Ask them to take action
This approach helps define the structure for your video, but we also find it helps with decision making throughout the production process. In the course of creating a video, there are a lot of choices to make; tone, pace, type of footage, colour, treatment. It’s incredibly hard not to make these decisions based on personal taste or current trends.
We’ve found that identifying the ‘do’ and the ‘after’ gives us a benchmark for decisions, making it easier to match style, tone, content and delivery to the goal.
The other great thing about Andy’s 2,3,1 approach is that it applies to all types of content. Take this blog post:
We started with (2) your after ‘Turn viewers into doers’.
The content (3) is a concise description of how you can achieve that goal.
Now we are going to ask you to take action (1) …
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