After decades in advertising, I can tell you that business people LOVE commercials. It\u2019s their opportunity to get \u201cface time\u201d with their customers and prospects and talk about their wonderful products.<\/p>\n
Guess who doesn\u2019t love commercials?
\nAnswer: customers and prospects.<\/p>\n
When is the only time customers love commercials?
\nDuring that football game each February.<\/p>\n
But this is the online world. And people don\u2019t search for commercials.<\/p>\n
And yet, I\u2019m surrounded by materials from video producers trying to sell businesses a :30 second commercial, or an Infomercial, or even, heaven forbid, a Webmercial. And so it bears repeating:<\/p>\n
People. Don\u2019t. Search. For. Commercials.<\/p>\n
They\u2019re looking for content. If you\u2019re a plumber, it might be: Five Things You Should Never Put Down Your Garbage Disposal. If you\u2019re a dentist, it might be: Meet Our Staff. If you run a pet grooming service, maybe it\u2019s a couple of testimonials from satisfied customers.<\/p>\n
That way, when folks search for a plumber, and that video shows up in search, that plumber has a certain amount of expertise in the eyes of that prospect. When someone is searching for a dentist, all of a sudden this one seems nicer and more trustworthy. When my friends tell me to check out the pet grooming service, I see a couple of folks like me talking about what a pleasure it was working with them.<\/p>\n
Content like that will keep me on a web page longer. Content like that will build trust in the eyes of a customer or prospect. It\u2019s closer to showing and telling than it is to selling. But it is not a commercial.<\/p>\n
It\u2019s better.<\/p>\n
–that\u2019s a wrap.<\/p>\n","protected":false},"excerpt":{"rendered":"
Guess who doesn\u2019t love commercials?
\nAnswer: customers and prospects<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,76,4],"tags":[7,33,39],"class_list":["post-182","post","type-post","status-publish","format-standard","hentry","category-uncategorized","category-video-as-content","category-who-uses-video","tag-commercials","tag-seo","tag-videos-as-content"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t