Update: I'm really liking the online video experience. You can watch movies, how-tos, documentaries, live music performances and a whole host of other productions right from the comforts of home. It has brought a world of visual possibilities immediately to your monitor.

Raquel Welch was interviewed on Channel 8 promoting her new book Beyond the Cleavage. This dynamite actress looks even more stunning today. Her beauty defies time while her wit, humor and charm complements her gorgeous smile.

(Sigh...)

She was scheduled to appear at Barnes & Noble for a book signing. Now I wouldn't have known this had it not been for the Channel 8 interview that was posted online. Which makes online videos a valuable tool for any business.

Raquel was Channel 8's former weather girl back in the day and didn't need anything but her charm to sell me on her book signing. The rest of us entrepreneurs may not have that luxury. Let's investigate how we can move people to action with videos in today's...

Feature Article: Online Videos that Sell

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Sold!

While shopping for a computer online one retailer's website posted a short video of the computer I had my eyes on. Did you know that I bought that computer from that retailer rather than from its competitors? Just the fact that they had a product video seemed to instill more confidence in them, that they know they're selling a great product, and that they believe it will meet or exceed the consumer's computing needs.

It was short five-minute clip with a tech guy explaining the computer's features and what those features mean in simple terms. For most folks: when you speak in rams, gigs, drives, chips and graphics—you're speaking a different language. And it's especially true when they mention PCI, +R, -R, 64 bit, dual core and PS/2.

The video presentation continued with the tech guy rotating the computer and showing where all the connections go. He harped on the fact that I was getting a premium computer at a fraction of the price. He never had to sell me... and because he didn't—I was sold.

Online Videos that Sell

Dear Associate,

Online video is hot. Of course, you already knew that. You do a search query and you get a ton of related videos within seconds. Everything from entertainment, to helpful tutorials and the latest news are only a few clicks away.

According to comScore, an Internet marketing research firm, YouTube and Hulu are the two largest online video providers. The former representing a viral approach while the latter focusing on professional content. These two giants bear witness that online video continues to grow and it's a strategy most business owners and entrepreneurs should definitely consider.

Why?

Because it's the wave of the future. And because it's becoming a medium more and more consumers are wanting, even expecting to see. Which seems to hint that the better you get at producing your online videos—the closer you are at compelling consumers to make a purchase.

Let's focus on five keys to producing online videos that sell:

1) Information alone doesn't lead to action.

Never assume that it does. Just because you raise awareness about your business or some problem it solves doesn't mean people will make a path to your door. You still have to build trust, credibility and touch them on an emotional level. Then you deliver the knockout punch with an absolutely delicious offer.

2) Sell the benefits, not you.

One of the most common marketing mistakes business owners make is they talk too much about themselves. That's called ME marketing. If they'd only craft their message or twist it around to show what their targeted audience gets, that will lead to higher response rates.

3) Know thy niche.

For marketing people, this means really getting to know your prospects. The content, images, music, tagline, graphics and text should appeal to that particular demographic. Videos are more "in thy face" so be bold and don't hold back on relevant content.

4) Go pro.

The days of the fuzzy, shaky online video experience with the audio track running two seconds behind the video track are numbered. It's 2010. Savvy online viewers will leave and click away from a poorly made video. Especially the ones recorded by amateur videographers.

Also, hiring a professional video editor can mean the difference between seriously building your online presence or supporting a hobby. A speaker friend recently paid for her webpage video that had a dated look. This look worked well for the 90's, but comes up gasping for air compared to what's available today.

5) Critically important: the call to action.

Your online viewers want to know what comes next after watching the end of your video. Don't make them guess. You only have a short instance before they click away so take them by the hand and immediately show them what to do.

Are you ready to take your enterprise to the lights, camera, and action of online video? More and more business owners and entrepreneurs are doing just that. Make it a good production and you'll leave viewers with an indelible impression that will increase your credibility, click-throughs and cash flow.

Warm regards,