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LBell says

A note to motion graphic designers from a frustrated marketer.

I spent hours browsing through different templates and once in a while I do find something that works for my clients.

I am happy to mention that it is easier to find slide show type of files that allow to show the image on a full-screen, NOT as an afterthought to whimsical light shows.

It seems like a lot of video templates are designed for promoting

– Models, pretty girls – Photographers – Graphic designers – Web agencies – Grungy people (skateboarders, music bands, sporting events) – Moviemakers that need dramatic opening – Corporate style presentations (most corporations have brand guidelines that pretty much require that they get custom-made stuff)

There is no question the demand for those templates exist, but WAKE UP PEOPLE – most of the businesses in America and the rest of the world are SMALL businesses!

There are a lot of talented motion graphic designers here and they would make a lot more money if they catered to people like myself – I provide online marketing services to local small businesses.

There are a lot of small businesses that need good looking video. I’m talking about electricians, contractors, restaurants, accountants, lawn and garden specialists, chiropractors, dentists, insurance agents and the list goes on.

The biggest growth in online marketing that is taking place right now is so-called Local Businesses. Everybody from Google to Amazon to every SEO expert is trying to promote a local business – a small accounting firm, a small roofing company, a plumber, a kitchen cabinet maker, a mortgage broker, a realtor and so forth.

Here is what I need as a marketer to make sure my videos not only look fancy, but also entice people to either go to the site or call my client:

– The optimal length of the video 30 seconds – A quick 2-3 second Stinger with a logo -if I have an 8 second opener the viewer is gone. – At a 10 second mark I need to have a contact information displayed at the bottom or at the top, it could be moving or static because I cannot count on the viewer to finish watching the entire video before I show the contact information, the website, the phone number. This is HUGE! – It has to be dynamic, not a sleep-inducing presentation – Attractive dynamic transitions for 8 to 12 media

Sometimes I do the voice over, sometimes I just use attractive texts, but the general gist of a presentation is something like that:

Voice script version:

Are you shopping for mortgage for your first home? Afraid that you won’t qualify? We at XYZ mortgage know that everybody’s situation is different. Over the last 10 years we have helped thousands of people with different situations to get into their first home. Call us 888-543–1234 to find out if we could help you get in into your first home. There is no obligation. Call today. You’ve got nothing to lose.

Without voice, just questions (motion text)

Looking for a mortgage for your first home? Afraid that you won’t qualify? Everybody’s situation is different. We help people with different situations to get into their first homes. Call us 888-543–1234 Let us help You! Call now! Logo with a phone number [ stays 5 seconds for the closing slide, DOESN’T FADE AWAY!!]

I have seen a lot of so-called promotional videos that have beautiful motion graphics but talk about we do this and we do that etc. such videos do not convert very well because people care about their problem (Looking for a mortgage for their first home) and they want to work with somebody who understands it…

Yes, and I am looking for somebody who understands my needs too :)

Bring it on, my friends!

--Here’s another example – a furniture store. A store sells all kinds of things, BUT their customer(!) in this example is looking for a DINING ROOM set. I would like to display 8-10 photos showing dining room sets.

Motion text version:

Looking for Dining Room Furniture? Families that share meals are happier… A lot of happy families bought solid wood handcrafted dining room sets at the Amish Furniture Outlet. Come to our store. EXPERIENCE the quality. Make YOUR family happier! [Logo, address – stays 5 seconds at the end)

~~~

If you are making “promotional” templates, they work best when addressing ONE customer problem because when I’m looking for a mortgage for my first home I could care less that you are also an expert in refinancing, foreclosures, and a number of other things.

Like when they hire me to help them get more clients that are looking for them online they are not interested in the laundry list of things that I can do. All they want to know is that I can solve THEIR problem – attract people who search for them online to call them or visit store.

I hope that helps and steers you to make some profitable templates.

Thank you for all you do.

Please mark this kind of templates Local Business and/or Small Business so that marketers like myself can find them easily. Good luck!

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GrizzleFX says

Best feedback I’ve seen, thanks!

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doru says

I’m not quite sure I understand. You are referring to how the templates are structured or you want specific templates for specific businesses?

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LBell says

I’m not quite sure I understand. You are referring to how the templates are structured or you want specific templates for specific businesses?


Thanks for your question. More of how the template is designed and structured, because that formula applies to about 70 kinds of Local Businesses (or more).
In the Mortgage example I’d be showing images of worried people afraid they won’t qualify, happy people who got their first home etc. In the store example I’d be showing furniture.
If I am promoting a plumber, I’d first ask a couple of questions addressing 1) need 2) fear/concern (they’d be ripped off or something) then 3) I’d give an assurance that the plumber I am promoting “gets it” and has helped people with similar problems, so 4) call him fast! The images in the background would illustrate the points. Important to show a ribbon with contact info EARLY, but not taking over the entire screen (yet). Hope it helps.

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LBell says

Now that I think about it – I’d be making a video for EVERY need my client solves. It is great to have 3-4 variations of the same template. Different enough, yet with the same theme. You can sell each separately, or as a bundle for a higher price.

Let’s say for a Mortgage guy I’d make a video for “first home buyers”, another for “refinancing”, another one for “reverse mortgage”, may be one for the site where I’d list them all…

That adds value to him and makes it easier for me to keep billing him for different services, and you to keep selling me more templates, and I’d like bundled versions.

For furniture store – a different one for “living room furniture”, “dining room furniture”, “outdoor furniture”, “bedroom furniture” and so on. Bundles like that with the same theme but may be different transitions or something would be great – and, hopefully profitable for you.

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LBell says

Best feedback I’ve seen, thanks!

Thanks!

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Creattive says

Thank you LBell, we authors do really appreciate this kind of feedback. I’m sure in the next month there will be some projects fitting your needs.

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FluxVFX says

Thanks LBell for the advice/feedback, it’s a must read post for any template producer. It sounds like you’re describing more of the traditional 30 second spot but for an online audiences. Having some type of contact info throughout the video is really smart considering how impatient viewers are. I’m planning to create more business oriented templates this year and I’m printing out your post for reference/inspiration. Thanks again for the feedback!

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davidossahdez says

We really apreciated this kind of feedback. This is constructive criticism, the only way to get a better community and a better quality products. Thank’s for sharing this @LBell

In my opinion, the main problem is that many clients think that if the preview video has cute models or wedding’s photos, the template works only for that kind of bussiness. I want to remember to all our customers that we sell ANIMATION TEMPLATES, I mean, the animation is predefined and you can tailor your needs with the placeholders and the customizable texts. Obviously, if you put in the placeholders a lot of pictures of your restaurant, it’ll look like a restaurant promotion and not as a techno party promo video. The mood of a video is defined by the visuals and the music itself. We also sell the products without audio because you maybe want a more peaceful mood and not the predefined dubstep song that is showed in the preview file.

To our customers: Always look for a motion template that fits your DYNAMIC needs. Look for a template that flow as you want and that have the placeholders in the place you are looking for. ANY template can be customized and tailored to fit your needs. If the user can’t modify to make it look awesome, out there are a ton of authors that offers customization services or freelance work. Just take a look to the movement because any other element can be easily changed. (Also the animation itself. It’s more complicated but it can be done. There’s nothing impossible)

To the authors: We need to provide the option to full customize everything in the template and make it more flexible. Remember that the Backgrounds, Images and Texts need to be changed. Don’t assume that your video will be the final product that fits ALL the needs of our clients, so please, take a moment and invest some time thinking in customization. Make it more user friendly!

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LBell says

you’re describing more of the traditional 30 second spot but for an online audiences.
Exactly! People have been conditioned by the TV commercials for years. And now they are online searching. One need/one video approach makes it easier to get them to act AND it makes it easier from SEO point of view – I could name the video better to match their need.

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