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.
The goal for this campaign is to book more massage treatments!
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
Often, it can be hard for businesses (even larger ones) to define their core target market which makes constructing this framework particularly hard.
I’ll be creating a specific guide on how to get super clarity on them at a later date, however, for simplicity today I’ll keep it nice and brief.
The easiest way to create a customer market profile is to just look back at your previous customers over the past 12 months and figure out what problem they all want solved.
For Deserved Massage, out of 12 different service categories, the biggest seller by a long-shot was deep tissue massage.
On that basis, it’s easy to realise that a lot of people are having muscular pains.
And, the fact that they didn’t opt for a sports massage suggests that the problems stem from poor posture at work and at home (otherwise, they’d probably go for something with ‘sports’ in the name).
Flicking through the clients, I can quickly see that most peoples’ tension is located in the back, neck or shoulders areas, which supports my theory that the primary source of this was posturally related.
Additionally, the gender balance is evenly split – both males and females equally have this problem, certainly in Glasgow anyway.
So, we’re targeting people in Glasgow who suffer from muscular pain in the back, neck and shoulders area.
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 have feelings, however, by involving Deserved Massage’s therapists and how they have experienced these problems in the past, that level of empathy can easily be displayed.
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 deep tissue massage treatment is the solution to our target market’s back, neck and shoulder pain.
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
- Book a treatment by clicking ‘schedule massage’
- Attend the session
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.
Clients coming to Deserved Massage can expect to get the following benefits following their treatment:
- Relief from muscular pain
- Increased flexibility
- Reduced levels of stress & anxiety
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 watching.
- Unable to work because of pain
- Unable to think straight
- Mood swings that damage relationships
- The issue could also get worse if they aren’t seen to
- It could also get worse if an inexperienced practitioner treats them
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 the massage therapists who work at Deserved Massage.
This allows the audience to become connected to Deserved Massage’s solution not just about massage in general.
There are 3 massage therapists working at the studio who will each have their own featured video sharing their story highlighting:
- Their personal story & what made them get into massage therapy
- A challenge in their own life that massage has helped them overcome
- Why they believe massage therapy is the best way to help people beat muscular pain
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.