Regardless of the customer and/or the seller understanding the explicit need for a product or service, selling things can really be hard. It requires the seller to understand the customer’s situation, the problems they face because of the product’s unavailability, talk about its significance, and then the advantages and benefits it can offer.
Helping clients understand the importance of closed captioning service could be a daunting task in itself if customers aren’t made aware of the need. Despite the US law mandating the importance of closed captioning service for video assets, it still could be difficult to convince clients about the importance of captioning services. Here are a few points on captioning that could help ace your persuasion skills:
• Lawful Need: Sections 504 and 508 of the Rehabilitation Act mandates accommodation of students with disabilities, thereby enforcing captioning as a necessity for all live and post production video assets.
• Better User Experience: Though closed captions were developed to help people who were hard of hearing, research shows that more than 80% of the people who prefer captions are not really hearing impaired. More videos on social media are watched without sound, but only with captions, as users do not prefer turning on the audio resulting in an increase in viewership numbers. Facebook has reported a 12% increase in video viewing time after adding captions.
• Improved SEO: Captioning services can make searching videos easier, as they come from a text file enabling them to be read by chatbots. Research shows that captions helped increase viewership by more than 7%.
• Better Engagement and Focus: Captions can instantly engage audience by stimulating two key senses: hearing and seeing. Research says captions help people recall information better. A study by the Journal of Academy of Marketing Science says that captions help improve brand recall, behavioural intent, and verbal memory.
• Easy Accessibility: Closed captioning helps viewers access content regardless of the environment they are in, including areas where access to audio is restricted.
• Better Focus Area: With closed captioning, students who learn English as the second or the third language understand the video content better. In short, captioning helps reach a larger audience.
Better understanding of the service offered, benefits of using it, and the advantages it provides helps create an explicit need and persuades clients to caption video.