It doesn’t happen often, but once in a while, a product or service can actually target more than one demographic or market. For example, the elderly and young kids. When this happens, the message that you’re trying to get across to each segment has to be tailored to that segment. Let’s face it, you’re not going to speak to an 80 year old the way you would to a 16 year old. In this case, one video isn’t going to do the trick. You need multiple versions. This article is going to go over how to go about the process.

Okay, the first thing you have to do is go through the actual points that you’re trying to get across that will be identical to each market. These are the points that you need to make sure you cover in both versions of your video. In most cases, these points will be standard and not really the deal breakers for converting the prospect into a customer. The reason is simple. Most basic points are features rather than benefits. Why does this matter? Because people don’t REALLY buy based on features. They buy with their gut or heart. And that’s where benefits come in.

Benefits will be different for each target market. For example, an older person has different life priorities than a younger person. A younger person probably wants to have more fun and doesn’t take life quite as seriously. A younger person has different priorities. And older person is probably more concerned with having quality of life without pain. They’re done working and just want to relax. In both cases, you have to look at your product and determine what pitch to make to each audience to best convert them from a prospect to a buyer. Thus, two videos are going to be needed.

This is the reason why you will see one set of commercials for one product in the United States and another set of commercials for the same product in Japan. The cultures are totally different and react to different things. You can actually see well known US brands and their commercials in other countries by going to sites like YouTube. This is probably the best education you’ll get as far as video marketing for different cultures.

Bottom line is this. In some cases, you WILL need different versions of your video depending on how many different markets you’re reaching.

To YOUR Success,

Steven Wagenheim

Want to find out how to create killer videos like my friend Kevin Riley and rake in a 6 figure income like he and I do? Check out my review of his dynamite product at my blog at http://stevenwagenheim.blogspot.com/2008/06/kevin-rileys-recipe-for-success.html