Evolution has programmed us to survive. Every decision we make, both instinctual and learnt, is focused around outcomes for survival. Not just the need to eat, drink and sleep but also to be safe, accepted and happy.
Often to achieve this we pick an easy option. From a evolutionary perspective this is to allow us to preserve calories, an example of this is watching Netflix for 3 hours rather than reading for 3 hours. Complex and energy consuming tasks are less appealing and more difficult to achieve a similar result.
Really interesting right…but what the hell has this got to do with video production and marketing?
This give us a evolutionary basis and understanding of how people react to messaging and therefore how we need to adapt marketing to suit. To be clear in what I am saying is that your marketing message must be simple and clear.
The longer and more convoluted your marketing message is the less likely your audience will engage. Through the use of structured storytelling we can simplify our marketing and connect with our audience.
So how do we both tell a story and market at the same time??? Well keep reading and I will tell you…
STEP 1: WHO
Start with the who, not the band, your customer.
Most marketing fails as a result of being to generic. The creation of a effective video campaigns means targeting a specific customer. When the customer ask can this business really help me? (The answer at the end of the 5 steps should be an emphatic Yes!)
Here we want to start telling the story, defining something our customer wants. In a video campaign this means our choice of starting scene should introduce the audience to this character.
STEP 2: INCIDENT
The incident is where we continue our story by showing the customers problem or pain points.
The key to this step is being empathetic enough that the customers recognise that this business understands. The problems a customer has is not just what they say, but how they feel, and what they think about the problem. In video production this could be shown by inner monologue, voice over or directly through someone actions.
This step should draw the audience in and prepare them for the next step.
STEP 3: OPTIONS
The turning point. We have showcased the problem and pain point, our customers know we understand. Here your business displays services, products or solutions that can help your customer move away from the obstacles towards their goals.
This story helps our customers look towards us as an expert. You most commonly see this in promotional videos as a testimonial. A real person speaking about the business with high regard.
STEP 4: PLAN
We are near the end of our story. Step 4 is about offering the solution with clarity, making sure you are undeniably going to move the customer success.
Outlining clearly how the customer can use your business.
You see this is TV Commercials and video advertising all the time. It’s the character arriving at a shop front, searching the eCommerce store or calling the business.
STEP 5: ACTION
The final step and maybe the most important. The audience understands your business provides a solution to their problem and knows how you can be find. So what else do you need?
A Call to Action (CTA)! funnily enough people often need to be told “Hey go to this website!” or “Call this number now”.
Without effectively telling a story during a video you will surely lose the audience and fail to make conversions. So next time to what to create content and digital assets like a video campaign think about the story you want to tell and how that will inspire your audience to work with you. We will go into more detail about each of these steps in later Articles so to be sure to Subscribe below.
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