Why mistakes work better than everything except video…

A couple of days ago I was working on a draft posting about the power of online video in e-commerce and hit publish by mistake, well in advance of having anything to actually say on that matter. I quickly unpublished said post, only to have my mistake turn into an eye-opening experience. In the last seven days, I’ve gotten more clicks on that phantom article from my feed than on any of my actual articles during the same period. What is it about video that’s so special? Lots, actually.

Seth Godin, never one to avoid an obvious statement when it comes to marketing, says, “If it’s worth watching, people will watch it.” He links to this video as an example of effective content:

OK, cheap shots aside, I think he’s right. Marketing to your customers entails speaking to them about things that are relevant to them even if they don’t know it yet. The video works because its makers focus on benefits to the consumer, albeit demonstrating the consumer benefit in an extreme manner. You want a blender that will blend anything? Oh, and want to see something you’ve never seen before? Still, it’s pretty effective. The thing’s gotten over a hundred thousand views and received pretty active commentary from its viewers.

The main reason it works is because video itself is so effective at conveying an experience. [NEW: 06 September 2007] The main reason it works is because the product itself does what it’s supposed to do. The video simply demonstrates that, albeit in a surprising manner. [end new] It appeals to more of the senses than just reading about it or looking at a picture about it. The biggest challenge in online marketing and e-commerce is helping your customers understand the experience before they clickthrough or convert. In a traditional retail environment, the customer can pick up the widget you’re selling, touch it, feel it, smell it, see it in action. Online, not so much. The lesson here is clear: marketers need to find ways to convey that experience in a compelling manner online if they hope to attract new customers. So throw a boatload of stuff in the blender and see what happens. Just make sure you capture video of it. And don’t be afraid of your mistakes. They just might work to your advantage.