This morning, I called up some video production companies in the Glasgow area asking if they needed help on any upcoming projects.
The responses ranged from a polite decline to the impolite “nah”.
We are in Glasgow after all!
It was at that point that I realised that I’m really going to need to create work for myself if I’m going to make any progress.
In order to become well-known in this space I need to create a portfolio to show off.
Luckily, I set up a business 2 years ago called Deserved Massage – a massage therapy studio helping people to relieve muscle pain and get back to full form.
So, the good news is I can appoint myself as video producer! Hurrah!
Okay so, how do I go about making an advert for this business?
First of all, there needs to be a goal for the advert, otherwise it’s just a nice piece of art… and let’s keep it simple.
As it’s coming close to Christmas present buying season, let’s make the goal of this campaign to sell as many massage gift vouchers as possible.
How do we actually achieve that though?
Easy! We construct a narrative for our target market and visually showcase that through a series of videos which results in them seeing our solution as being the only option for them.
With all brand storytelling, I follow a customised hero’s journey framework which was popularised by Donald Miller in his book StoryBrand which looks like this:
By taking our ideal customer through this journey, it makes sense for them to opt in for our solution rather than to avoid it.
Reason being that the cost of inaction is greater than the cost of action.
The beauty of using Facebook as the distribution platform for your video adverts is that you can re-market to the people who have watched previous videos.
That means you don’t need to deliver the full message all in one go.
Defining The Character & Problem
While most of the massage treatments sold are used to relieve back pain and help people gain energy, buying a gift voucher is a little different.
In this case, the problem that we’re solving is purely emotional. The purchaser of the massage voucher is in pain because they know it’s tradition to give a present to someone for their birthday or Christmas, but they don’t want to give a poor gift which may make them look bad.
Additionally, if they give a gift that the recipient actually uses, they will be thanked and they will become closer friends as a result.
Now we know that these people have this problem and that it’s affecting their lives, they need someone (or something) to illuminate the path and show them the way to better pastures.
In order for them to trust Deserved Massage as their guide, we need to focus on two key things:
When someone feels like they are being listened to and understood, it builds trust levels. Therefore, we need to communicate that the problem they are facing as clearly as possible.
Additionally, it helps if the guide has experienced the problem that the person is facing already.
A brand doesn’t really have feelings, however, we’ve all been in situations before where we’ve received rubbish gifts from people so it’s fairly easy to discuss.
The other trust building factor is authority which is anything that builds the legitimacy of the solution that you are offering.
For this brand, we can look to the:
- 2000 clients served
- Therapist qualifications
- Awards won
- 100s of 5* testimonials from clients
By pulling all of those ‘trust signals’ together, it helps establish credibility and make people respect the message better.
The Solution & Simple Plan
Once trust has been established, we can then offer them a solution to their problem.
In this case, a massage gift voucher is the solution to our target market’s need for a good present.
On top of that, we want to outline how easy it is to carry out the solution by highlighting 3 simple steps.
“All you need to do to get (rid of) X is to do A, B and C.”
In this case, the steps are:
- Go to the website
- Buy a gift voucher
- Receive voucher
- Delight your friend
Most adverts only run cover the problem and the solution, leaving out the stakes involved.
Although this makes the advertisement easier to write and less risky, the problem with this approach is that it significantly reduces the impact of the message.
By highlighting the key pay-offs and costs of not opting for the solution, it helps people to appreciate the value of the service.
Here are a few potential benefits of giving someone a massage treatment as a gift:
- Closer relationship with the person
- They are less stressed and easier to be around
- They give you a good gift when it’s their turn
The Real Cost
Conversely, by highlighting the costs of not opting for the solution we’re offering, the target market will realise on how much they are losing out on.
This includes a negative experience from going somewhere else.
Note: this area should be used sparingly as triggering painful feelings can put people off.
- The person is offended by your poor gift choice
- You get something that makes you look cheap and you feel guilty
Presenting The Story
Now that we’re clear on the general story that we’ll be showcasing, we need to think about how we’ll present it.
We’ll separate the story out into three parts:
- Cold audience (people who are aware of the problem)
- Warm audience (people who are aware of the solution)
- Hot audience (people who are aware of our solution)
Ideally, one video will suffice in taking them through the whole story, however, the truth is that peoples’ attention spans are so poor these days that there’s a chance that they may not make it through.
I remember seeing a quote from Dan Harmon, one of the most respected commercials directors right now, saying that people rarely finish watching their best adverts.
For that reason, it’s important to continue the story and lead them further down that path by sharing numerous different videos through re-targeting.
Video Series 1: The Attention Grabber
The purpose of this video is to, as the name suggests, grab the relevant audience’s attention.
It needs to be short, snappy and highlight the whole story in 2 minutes or less.
Video Series 2: The Heart Warmer
When someone watches a certain percentage of the first video, a follow-up sequence will be triggered with a focus on people who have had massage treatments in the past at Deserved Massage.
This allows the audience to become connected to Deserved Massage’s solution not just about massage in general.
Video Series 3: The Call To Action
Once the audience has watched the 2nd video series, they will be more heavily invested into the solution.
At this stage, all that is required is a series of short video clips with a call to action letting people know what to do.
Okay doke – that’s the planning phase complete.
I’ll be following up with another post shortly on the production process of each of the video series including the various shots that I’ll be using.