The Secret to Captivating Your Audience from the Start

As a video storytelling company, Ascend Media understands that one of the biggest challenges businesses face is getting their customer’s attention. Donald Miller, business coach and entrepreneur, in recent years, has released some amazing content when it comes to customer engagement. He suggests that in every powerful sales pitch lies 3 key elements- the problem, the solution, and the success. And when paired with a engaging, well-produced video, these principles communicate a powerful message to your target audience. Whether you're trying to increase your customer base or promote a specific product, following these three key ideas is key to success.

We believe that the best way to capture your audience's attention is to start with a problem. Nobody is paying attention to you until you start talking about a problem. When your customers realize that you understand them and know what keeps them up at night they will listen.

For example, let's say you're a restaurant owner. Instead of simply saying, "We serve delicious food," we help you define the problem you solve. Maybe your customers struggle to find healthy, yet delicious meal options. With that in mind, we can create videos that showcase your healthy, yet tasty menu options and connect with your audience on a deeper level.

Below you will find simple yet powerful information to help transform how you engage your customers. We have also included two recent videos that use this tool. Keeping the content short and sweet is critical, especially in today’s social media world where attention spans are getting shorter and shorter.

Problem

Nobody pays attention to you until you start talking about a problem. Our brains are wired problem-solution, problem-solution. To get people's attention, you need to define the problem that you solve. For example, if you create cooking videos, don't just say, "I make cooking videos." Instead, say something like, "Do you struggle to find healthy meal ideas? I create easy and delicious recipes that will help you eat better." This piece is critical in the sales process. If you don’t have a deep understanding of what your customer’s deepest pain points are then you really don’t have business selling to them at all.

Solution

By defining the problem you solve, you create an instant connection with your audience. They see that you understand their struggles and have a solution to offer. If you are clear and concise on your solution they will have no reason NOT to buy from you. At the end of the day all they want is their problems to go away, and if you can do that for them they will gladly buy whatever it is you are selling. This approach works whether you're trying to attract new viewers or promote a specific product or service. Remember that everything you sell is medicine and if you're not solving a problem, nobody is interested.

Success

Everyone is always dreaming about the ‘what if’ and ‘what could be’. People constantly wonder if there could ever be a problem free, non chaos ridden world. And if such a place exists how could they even get there?

Clarity wins every time. The more specific you can be about the problem you solve, the more likely people are to pay attention. For example, instead of saying, "I create videos about productivity tips," say, "Are you tired of feeling overwhelmed and stressed? I share proven productivity strategies that will help you get more done in less time." By focusing on the problem, you capture your audience's attention and create content that resonates.

Starting with a problem is such a powerful way to get your audience's attention. By defining the problem you solve and being clear about your solution, you can create content that is valuable, relevant, and engaging. Remember that everything you sell is medicine, and by solving problems, you can build and nurture a loyal customer base. As a video storytelling company, we this all day everyday. In today's world, attention spans are getting shorter, which is why it's essential to keep your content short and sweet. By focusing on the problem, capturing your audience's attention, and being clear about your solution, you can build and nurture a loyal customer base. Remember, everything you sell is medicine, and by solving problems, people will love you and always remember what you did for them.