If you missed Part 1 of this series on the anatomy of a perfect vsnap, you can read that here.
Vsnap works best when you create what we think of as an authentically personal video message. This means that it’s personal in two dimensions. First, it captures you and your belief in a simple way without the manipulation of editing and music and so on. It’s pure, so to speak. And that equates to authenticity, which is hard to find on the web and therefore differentiating and valuable. That’s the first dimension of a message being personal.
The second dimension is harder. It reflects the recipient’s perspective. In other words, to state the obvious, what you send is not all about you. If it is, it won’t feel personal to your recipient no matter how authentic it may be. For the recipient, personal means that it feels like it was made for me.
For this reason, it’s best to send vsnaps to individuals or to small groups of recipients who share some key characteristic. When that happens, a vsnap feels to the recipient like the video version of the hand-written notes my mom always sends to people to let them know she’s thinking of them.
When you achieve that combination of personal in terms of how the message authentically represents the sender and personal in terms of how it feels to the recipient, you will find that you are redefining the customer relationship by giving it a new context – a context of personal attention.
There is a third aspect of certain vsnaps that makes them even more impactful. This happens when you use emotional events as opportunities to totally transform your relationship with your customers, inspiring evangelical fervor on their part. I’ll share more on these moments in part 3 of this series on The Perfect Vsnap.