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FutureNow Article
Tuesday, Apr. 15, 2008

Using Video to Build Better Customer Relationships

By Holly Buchanan
April 15th, 2008

image of AdAge CMO round tableAdvertising Age recently did a CMO roundtable video. It’s a great idea: Get a bunch of top Chief Marketing Officers with a moderator and ask them to discuss their biggest challenges.

I guarantee you a lot of CMO’s (and a whole lot of other people) tuned in to watch this frank round table discussion.

What industry is your website targeting? Are you a sales training company targeting sales managers? Why not get together a group of 3-4 sales managers and ask them to talk about their biggest challenges with employee training?

Are you a website development company targeting small business owners? Why not gather a group of small business owners and record a session where they talk about their experiences — good and bad — with trying to put up a website that increases business?

These would have to be candid, honest discussions about real issues people are facing. There’s no sales pitch for your company allowed in these videos. It’s simply your way to facilitate an honest discussion about the issues and challenges within your industry.

Consider of the power video. When a prospective customers comes to your site to watch this video, they gain knowledge and insight from watching peers discuss issues that are important to them.

THEN you can create copy and links, so that after they watch the video, you can show how your service addresses their issues, solves their problems, and overcomes their challenges.

It’s called building rapport. You’re letting your prospective customers know: “We understand you. We care about the same issues you do. We’re in touch with people like you, and if we’re listening to their concerns, needs, and desires, we’ll listen to yours, too.”

It’s about showing, not telling. Instead of saying, “We’re an industry leader, well versed in the problems that sales managers face every day,” SHOW them. It will be way more effective.

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About the Author: Holly Buchanan is co-author of The Soccer Mom Myth — Today’s Female Consumer: Who She Really Is, Why She Really Buys; and co-instructor of FutureNow’s Persuasive Online Copywriting seminar, June 2nd in Manhattan.

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Comments (5)

  1. Video is certainly where it’s at these days! It’s effect and ways of use are increasing on a daily basis.

  2. Very good Holly. Video is certainly on their minds… well, it should be.

  3. I think videos are good way to capture people’s attention..^^..especially nowadays that the attention span of people became I think the best way to get your thoughts heard is through videos..^^

  4. favorite for its how it does it. I find important words stand out and seem Mint was definitely my simple (and user-friendly) interface. all those caps unmistakable. And in the first one are confusing

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Holly Buchanan is a marketing to women consultant specializing in marketing to women online. You can read her blog at She is the co-author, along with Michele Miller of The Soccer Mom Myth - Today's Female Consumer - Who She Really Is, Why She Really Buys.

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