As a basic marketing principle, every brand should have its buyer personas. Buyer personas help you understand your customers, make it easier to tailor your message and focus on pain points.
In this example, let us suppose our product is a salt and pepper grinder and we want to target Lisa. Lisa is 35 years old, married with 2 children, lives in Tampa, Florida, works a decent 9-5 job, loves cooking, but cannot spend a lot of time with the family.
Given the persona and our product we can build our message around her lifestyle and pain points. Besides raising awareness and briefly showing the product benefits, the product video should convey fun (because of her love for cooking) and more importantly focus on quality time with the family (the solution to her problem). See the Amazon link of the product below:
What made this video stand out was the careful music selection, compelling storytelling, clear message and the demonstration of values that ultimately led to more sales and resolved problems.
Focus on your Lisa. Solve problems. Show your value.