{"id":643,"date":"2022-01-11T11:04:54","date_gmt":"2022-01-11T16:04:54","guid":{"rendered":"http:\/\/videosonyourwebsite.com\/blog\/?p=643"},"modified":"2022-06-15T11:06:13","modified_gmt":"2022-06-15T15:06:13","slug":"that-time-i-had-to-tell-my-client-no","status":"publish","type":"post","link":"https:\/\/videosonyourwebsite.com\/blog\/that-time-i-had-to-tell-my-client-no\/","title":{"rendered":"That Time I Had To Tell My Client, \u201cNO\u201d"},"content":{"rendered":"

\"Sell<\/a>
\nJoe and Monica have a small business serving seniors. Mostly, they deal with families who are concerned about the care that their loved ones need.
\nJoe would be taking part in a presentation at a meeting of a group of healthcare professionals who could turn out to be solid referral partners. He and Monica were given a 30 second spot where they could play a video message about their business, so they contacted me for help.
\nI knew that a 30 second piece would have to be as compelling as possible.
\nI\u2019ve written thousands of these kind of messages during my radio career. A 30 second spot is one of the hardest projects to write, because of the short amount of time you have to capture someone\u2019s attention and hold it without them getting bored. #0 seconds to establish an emotional connection and try to trigger that buying signal.
\nJoe and Monica sent me a video that was done by another one of their franchise partners. The man was standing in his backyard spouting off features and benefits. \u201cCould we just do something like that?\u201d, they asked.
\n\u201cNO\u201d,I exclaimed. \u201cIt\u2019s trite, and it says nothing about THE CUSTOMER. It\u2019s just a list of services you offer.\u201d
\nIn the next half hour, I talked with them, asked questions about why they chose that business, and the kinds of customers they were hoping to connect with. It became apparent that both had had the experience of trying to find care for their family members in the past. They told me about their frustrations with that experience.
\n\u201cThe thing is,\u201d Monica said, \u201cnobody ever tells you how to take care of your parents or grandparents.\u201d
\n\u201cTHAT\u2019S IT\u201d, I said with a smile, \u201cThat\u2019s your opening statement\u201d
\nWe built a script on that to show their passion for what they do and why they do it. Then we shot the video at their kitchen table<\/a>, because that was where they most often met with clients. In post-production, I added some B-roll of seniors in different situations.
\nThe final version was a hit at the presentation, and they can now use it on their social channels as well.
\n–That’s a wrap.<\/p>\n

Ron Harper is the founder of Videos On Your Website, a Cincinnati digital marketing firm specializing in video web content for businesses. Get a FREE Video Buying Guide at Videos ON Your Website – Cincinnati and Dayton Video Production Guide.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Joe and Monica sent me a video that was done by another one of their franchise partners. The man was standing in his backyard spouting off features and benefits. \u201cCould we just do something like that?\u201d, they asked.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54,88,98],"tags":[25,7,9],"class_list":["post-643","post","type-post","status-publish","format-standard","hentry","category-behind-the-scenes","category-copywriting","category-linkedin","tag-b-roll","tag-commercials","tag-creative"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/posts\/643","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/comments?post=643"}],"version-history":[{"count":2,"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/posts\/643\/revisions"}],"predecessor-version":[{"id":670,"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/posts\/643\/revisions\/670"}],"wp:attachment":[{"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/media?parent=643"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/categories?post=643"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/videosonyourwebsite.com\/blog\/wp-json\/wp\/v2\/tags?post=643"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}