How to write an effective on-demand video description to generate more sales.

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How to write an effective on-demand video description to generate more sales

You're meeting with a potential client and he wants you to include him in your video on demand project. But time is against you: you only have 15 seconds to convince him!

What would you say?

It's best to get to the point with a clear message about your product or service, right? You would like him to know who you are, what you do and why he should care about your project.

This may sound like a scene from a TV show, and you probably think it will never happen to you. But you're wrong, it's something that happens every day on your website.

55% of the visitors to your website will leave in 15 seconds if they don't see something they like.

Most of these potential customers will leave for good because video-on-demand websites do not clearly describe the content of their service, which reduces your conversion rate and costs extra!

Now you're interested, aren't you? And you're wondering how you can solve it? If you read on, you will learn how to write an effective description for your on-demand videos.

In this article I'm going to explain: What is a video on demand description.The 5 keys to a good on-demand video description. How to write a high converting on-demand video description.

Let's get started!

What is a video on demand description and what is it for?

The video on demand description is what users see when they visit your homepage.

It is the quick summary of information that:

    • Informs potential customers about what you do.
    • Shows them the benefits of using your service.
    • Converts them into customers.

You should think of it as the closest thing there is to a lift pitch for your website. So it's important to make sure your on demand video description is as clear as possible, and ...

  • Clear
  • Eye-catching
  • Informative
  • Easy to process

Structuring your on-demand video descriptions in this way can have a direct and positive impact on your website's conversions. Keep in mind that even small improvements can increase your conversions by up to 8%.

However, writing a good description is not an easy task. You have to summarise the concept of your product or service in just a few sentences. So, don't worry if you need to make some corrections!

In this article I will tell you everything you need to write a video on demand description that will do justice to your video business and increase your conversions.

The 5 key elements of a good on-demand video description.

There are 5 elements that a video on demand description must have:

  • Eye-catching: it must catch the customer's attention.
  • Clear: your message should be easy to understand.
  • Short: use as few words as possible.
  • Benefit-oriented: appealing to the needs of your customers.
  • Actionable: guiding your customer to the next step.

This may sound very complicated. But it's not, you can do it all with just a few lines of text.

Here's an example for a description in a Yoga business:

Your description should start with an attention-grabbing title. This provides a clear context for your content and what you offer on your platform. You can also say everything they need to know in just 44 words, including the title and use two sentences that inform the visitor what your product does:

  • "Now you can learn vinyasa flow, with world-renowned teachers."
  • "Access to video tutorials, live classes and exclusive content".

They also outline benefits of using the platform and set clear expectations:

  • "From the comfort of your own home".
  • "New videos uploaded every week"
  • "You can follow the classes as many times as you want and at any time".

Finally, take your potential customer to the next logical step, inviting them to join a free (actionable) trial.

If they are interested in learning these Yoga techniques, they will know everything they need to know and do within 10 to 15 seconds after they enter your website.

OK, now that you understand the 5 elements and have seen some examples, let's look at a simple formula you can use to apply to your video on demand website.

How to write a high-converting video on demand video description.

To write your on-demand video description, you should use a formula called AIDA.

AIDA stands for:

  • Attention
  • Information
  • Desire
  • Action

I am going to explain each of these steps in detail so that you can do it yourself.

To make it easier to keep your description short, we are going to set a limit of 60 words. This should give you the leeway you need to create, without losing sight of the core message.

1Attention: grab your customer's attention

The headline is the ideal place to grab your audience's attention. It should consist of 2-5 words that explain what you offer on your video on demand platform. The more relevant it can seem to capture the customer's interest, the better.

Let's say you are creating a title for an on-demand video platform that offers sailing tutorials. You can create a title that reads:

  • Learn to surf at home.
  • Broadcast your surfing.
  • Catch the wave (on your couch).

Creative headlines are great, but it's more important to focus on clarity. A 5-word headline that showcases your product is better than a clever 3-word headline that masks it.

2Information: Tell your customers what it does

The opening sentences of your on-demand video description should tell your customers exactly what it does.

The goal here is to show your web visitors that they are in the right place if this is the type of product they are looking for.

For the surf school example, you can open the video on demand description like this:

  • Learn to surf with video tutorials made by our best surf instructors.
  • Learn the basics of surfing with the best teachers in the world.
  • Our teachers will show you the basics of surfing through video tutorials.

Here too, clarity trumps creativity. Try to explain your product in the clearest and most easily digestible way.

3Wish: make them want to register

Now it's time to make your potential customers want to sign up. To do this, you will need to know the benefits your customer will experience when using your product.

Take a notepad and pen and make a list of everything your platform does. You should focus on all the things that will make your customer's life better, such as:

  • Unlimited access.
  • Watch videos whenever you want.
  • Learn at home.
  • Access to exclusive forums.
  • No commitments.
  • Train with the best teachers in the world.

Now you can see how each feature affects your potential customer. To do this, answer the question: how does this feature help them get what they want or need?

Here's how some of these features can translate into benefits:

  • Learn at home = learn to surf even if you don't live near the sea.
  • Exclusive forums = get help from other community members.
  • No commitments = a risk-free option to try out our platform.
  • Train with the world's best professionals = get your questions answered in real time.

Benefits will vary from platform to platform, so take the time to get inside your client's head and talk about the problems, needs and wants they have.

4Action: tell them what to do next

By now, your video-on-demand description has your customer ...

  • Hooked
  • Informed
  • Interested

... Now it's time to close the deal!

You're going to create a short call to action (CTA) to tell them what to do next. This is just a short statement, plus a clickable button. The key here is to use a verb to make your audience take action, like:

  • Join here.
  • Start your trial.
  • Subscribe today.

You can boost your call to action by offering a free 7-14 day trial of your product. In fact, 52% of people who sign up for free trials become paying customers.

To recap...

Your video-on-demand description is your persuasive pitch on your website. You have about 15 seconds to tell visitors who you are, what you do and why they should become a customer.

To do this, your description should be these 5 things:

Attention-grabbing

  • Clear
  • Short
  • Benefit-driven
  • Actionable

You can do it yourself by following the AIDA formula explained above.

If you have any questions about video on demand descriptions after reading this article, please let us know. 

And if you also want to sign up for the PLAYBAK BETA version, which is totally free! ūüėä you will know the experience of being a #PlayBaker. 

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