Often when developing a video for a corporate client I hit the point in the discussion when I have to tell them how I feel.
Some are eager to hear, some are a little apprehensive.
So I move in tenderly and share my inner feelings – “It’s about the love”.
The thing is video is not about dispensing information – unless it is a training video or instructional video.
A promotional or marketing video is about emotion. It’s about connecting with your audience.
Get them excited – causing the blood to pump passionately through their veins as their breath catches in their throats as they await for the moment of completion… Tease them with the video – enough to excite, enough to leave them wanting more. Only then can you release them to explore the details and facts and figures ready and waiting for them on your website.
Burden your message with numbers and details and their eyes will glaze over as they check how much longer the video has to play, while they decide should they persevere with it or click away. You know the point in the conversation when the person you are trying to impress is looking over your shoulder for the next person they want to talk to? Online they have no one to offend so holding their attention requires a deliberate approach.
So how do you get them hot and bothered while hearing about your business offering? You need to talk to them at the level that engages them. It’s about them and what they want, what they need, what is missing in their lonely lives. Having people who are just like them talking about how your business rescued them is much more powerful then you trying to convince someone.
Imagine the power at a party of a friend boasting your praises compared to you doing it to impress. Exciting verses boring.
Tune into the Romance
Watch any successful romance movie and you’ll be moved by the soundtrack. “If music be the food of love play on” says the Bard. The right music at the right time can make your video – the wrong music and it just won’t work.
Kept it energetic – engaging visuals, fast paced if appropriate will keep the viewer engaged. And don’t overdo it. Keep it long enough to pique their interest but quick enough to leave them wanting to know more about you and your offering.
Use emotive words that connect with people at a deeper level. And have fun as you flirt with your prospects. Then wait for the call – “Hi, loved your video, are you free to catch up? I’d love to talk to you about what you do and what you can do for me.”
What corporate videos do you love?
Geoff Anderson is the owner of Sonic Sight, a video production facility in Sydney.He is an author, presenter and a video producer.
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