I found
it very interesting that the presenter Brandon followed the four-step AIDA
approach described in the BCOM textbook for delivering a persuasive message. He
grabbed the receiver’s attention by
breaking a white board to illustrate that a white board presentation is not the
best approach for a YouTube video. He then generated interest by stating that “nowadays everybody has heard that you need
to be doing video marketing.” This statement generates interest by making
people think perhaps they are missing out on a way to market their business. Next
Brandon created desire by setting
himself up as a marketing expert and sharing his top three tips for marketing
success. He ended by encouraging action with
an invitation for people to sign up for his free online workshop. His ultimate goal was to get
people to subscribe to his channel. This message was reinforced by the fact the
he was wearing a t-shirt with the
words “Please subscribe.”
The presenter made the assumption that “nowadays everybody has heard that you need to
be doing video marketing.” It’s not usually a good
idea to make an assumption that everybody knows something. In my current writing class, I learned that this is considered to be a
generalization and should be avoided. However, in this particular case I feel that the use of “everybody has heard” has the desired effect of generating interest, and is more effective
than saying something like “most people have heard.”
Overall,
I felt that this was an effective presentation because it followed the four-step AIDA approach and used a lot
of fun and entertaining elements to keep the viewer engaged. If I had a small
business, I would definitely watch the free online workshop.
Source
Brandon.
YouTube Marketing: The Best Type of Business Videos to Use for Your Small and
Online Business. Sold with Video. https://www.youtube.com/watch?v=bUlq5LTNgtI.
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