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Patient Attraction Episode 230
Hey everybody, back in March I gave you some statistics about how quickly people abandon web videos. Today I’m going to give you a three-step formula to get viewers all the way to the end. Stay tuned.
– Welcome back. I’m Colin Receveur and let me recap why video is important to you:
– Because a video is worth 1.8 million words, according to Forrester Research.
– Because video allows a prospect to get to know you before ever meeting you.
– Because videos allow your patients to tell your story and sing your praises, establishing social proof on your behalf.
– So what’s the problem?
– According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or less.
– You’ll lose about 1/3 of your viewers by 30 seconds, 45% by 1 minute and almost 60% by 2 minutes. And those numbers remain the same no matter how long the video is.
– While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span, all the way up to iPad users who will stick with a web video for an average of 5 minutes.
– So how do you get more viewers to follow a video all the way through to the end?
– Follow this three-step formula:
– 1. Don’t give away the ending.
– You have to get viewers interested by creating some sort of problem.
– So that might be having a patient talk about how embarrassed she was when her dentures slipped out every time she laughed.
– Or it might be you talking about the pain people feel when they have gum disease.
– You must give viewers a reason to keep watching to see how that “problem” is corrected.
– 2. Don’t belabor the problem.
– Be succinct about the problem, explain the reasons it is a problem and what is at stake.
– Again, a patient is embarrassed because her dentures fly out when she laughs.
– Then she can explain how, over time, she stopped laughing in public and people stopped wanting to hang out with her.
– But if she goes on and on about it, the viewer turns it off.
– Once the person makes the point, move on to step 3.
– Which is, solve the problems and give the benefits of coming to see you.
– Here is the pay off.
– Here is where you reach resolution.
– Here is the happy ending.
– Here is where that patient says, “So I came to see Dr. Smith and he set me up with a new set of implants. Now I can laugh and smile and go back to being my old self.”
– An ending that was worth waiting for – and worth watching the whole video for.
– If you want to learn how video can help your practice, you should schedule a Patient Attraction Blueprint Session with me. They are free to serious dentists who want to see a patient attraction system that can double their practice. For more information, go to smartboxdentalmarketing.com/blueprint.
– Thanks for watching, and keep moving forward.