Testing your product prior to selling it allows you to see if – and where – it will fit in the marketplace. You may have a great product, but if there isn’t a need for it, you don’t have a business. You could potentially spend a lot of time and money building something that works for yourself or a small few but not for a profitable share of the market. Testing your product with a video that explains how it works and why it’s useful can be much more effective in figuring out whether or not you have a quality product and a potential business.

Dual-coding theory suggests that people retain 58 percent more of what they see and hear than they do when they read the same information. Text may do a fine job of explaining a product, but a video gives your audience a chance to do everything but test the product themselves. It allows you to explain the product’s purpose “in person,” so to speak, giving the viewer the opportunity to put a face with a name and the product, instantly building a sense of trust.

The first step to getting credible feedback about your product is to be able to thoroughly explain it to your targeted audience. The best way to do that is through video, but it’s not enough to just put yourself on camera and talk your product silly. There are methods to creating a quality video that people will not only stop to watch but also will actually leave feedback for as well.

Don’t Give It All Away

The first thing to know is that the video should not be focused on the feature set. You can talk for days about all the features of the product or all the work that went into building it, but that’s not what the user cares to know. The user only wants to know if your product solves his problem. Your product and its features will evolve over time, making a feature-based video moot after awhile. Sticking to a common problem and solution ensures that the video stays relevant.

Feedback: Based on the simple logistics of the product, the viewer should be able to tell you whether or not he finds the product useful, and if not, why.

Connecting with the Viewer

In lieu of the detailed feature set of your product, the video should focus more on building an emotional connection with the viewer, making it clear that you understand his problem and what he needs to fix it. The emotional connection and feeling the viewer gets from your video is very important. If you can make the viewer feel like his challenges are understood, you’ve built a valuable connection that will be hard for other companies to combat, specifically those that focus primarily on promoting the feature set of the product.

Feedback: Due to the emotional connection gained from the content of the video, the user should feel more inclined to share his concerns about the product, if any. He might also share ideas for how the product could be improved to better fit his needs.

Use Metaphors to Relate to the Viewer

To build new knowledge and new understanding, we need to connect new information with prior knowledge. When you use a metaphor, you connect to things people already understand and build on them. You want the content of the video to relate to your audience in real-life situations, putting the viewer in a familiar situation where your product would make a great difference.

Feedback: If the user relates to the situations drawn out in the video, he should be able to explain when, where, why, and how this product would — or would not — suit his needs in those specific situations, and how else you might showcase the product to gain a more appropriate audience.

Overall, the purpose of the video is to provide the user with enough information to decide if the product is something he would use while giving you solid evidence as to whether or not you have a good product. You want to keep your audience entertained and captivated with sight and sound, rather than boring them with basic text and images they’re more likely to scan through halfheartedly or pass up altogether. Incidentally, this article might actually be more effective as a video, rather than just text explaining how to make explainer videos!

Aside from being a useful tool in surveying the marketable land for your product, the explainer video serves another purpose: If the product turns out to not be as valuable as you’d believed, then that video just saved you oodles of time and money. If your product does turn out to be needed, then that video may prove to be an excellent marketing tool for your product. And now that you’ve seen how popular and effective videos can be, you’re already halfway to building a profitable business with your now-proven product.