I believe everyone has a great story. We all have the opportunity to tell interesting stories, rather dull stories, and everything in-between. When it comes to business marketing and communications, this is no different. Every business whether large or small, well established or brand new, has a great story that will interest their prospective audiences. This has to be said because as a marketer, you may become discouraged at times thinking of how to communicate effectively and truthfully, all-the-while wanting to be relevant and exciting to the listener/reader/watcher. In video marketing, it is essential to have something unique and interesting to say about your business or company. Here are some pointers on how to keep your viewers watching:
Your audience must be able to relate to the story, if they check out within the first minute then they will never engage or care about what you are communicating. The viewer has to sympathize in some way, with what you are communicating. Sympathy and empathy prepares this comfortable space where your audience will actually care about the story you are telling.
Include your audience in the conversation. Make it personal for that one individual who is watching. Visual marketing has such a powerful impact on the emotions, so think of that person sitting at their desk and address them. Speak to their needs and thoughts, and take them on a journey to solve whatever their problem might be.
Have a motivation.
Be intentional in communicating your business/company motivation. This motivation needs to resonate with your audience. This is the crux of the story, the foundation of why you do what you do. Every other part of the story is built off of this, so it must be understood and latched onto.
Be uniquely YOU.
Who you are matters, and be consistently you. Don’t attempt to fabricate a persona or story that has worked in the past for someone else. Use your own personality, be genuinely creative. Your audience will appreciate authenticity over a copy of something that they have already seen (i.e. a ripoff!). To speak from a voice that is not yours is easily recognizable, they will pick up on it quick.
To be true, the most memorable parts of your video will be the first and last moments. Any good story succeeds in capturing and holding attention, and by the end brings completion and resolve. Your audience is seeking to have their questions answered and their problems solved. So a good story, one that is successful, needs to be one that is complete.
Remember back to some of your favorite stories, in written form or visual. The stories that resonate the most, will be the ones that attach themselves to you, and remain long after you hear them. You will notice that all of these stories that are successful, have these 5 main points (listed above) in common. Remember, in video marketing nothing changes. You want your business to have a personal and relatable voice for your product videos and/or explainer videos.
Here is an example of a heartfelt story that we did with Laboure College. As you watch, think of the way this personal story about Nick Barry makes you feel about the nursing community in general. You will see how telling a genuine story through your business can positively impact you and change previously held perceptions.