Half of the world’s citizens are visual learners. They would rather be shown how to do something, than read about it. Yet for years, marketing was stuck in the printing press era. Slowly churning out text after text and leaving the visual learners with few options but to click out. But technology is a fast moving train and in a very short time not only has video become accessible, it’s become standard.
But that fast moving train is still chugging down those tracks. Video is getting cheaper to produce and more importantly more avenues are opening up that you can use it in. So what are the Top 3 things you should know to get the most for your money?
1) Respect The Video
Think about the credits of any movie you’ve seen. Is there just one name? Quality video requires knowledge in writing, graphic design, audio engineering, lighting, cinematography, directing, producing and tens of thousands of dollars in equipment that doesn’t just fall off of trees. In my lifetime I’ve never had a career that fits the adage “You Get What You Pay For” more than video. If you skimp, it will be reflected in your brand. Take your time to find the right production house. In the long run you will save money and your brand’s good name will be enhanced.
2) Storytelling Will Never Die
While the industry is constantly popping with new flashy technology such as Virtual Reality and 3D video, in the end the one thing that will never go out of style is a good story. Stories keep the viewers attention and engagement and can literally make a customer out of a skeptic. Every business, every product, every employee has a story. Take the time on the front end to define that story. For example, one of my bread and butter clients for years was a Ford dealership. We produced 3-4 TV commercials a month. Rather than just spouting SALE! SALE! SALE! for :30 seconds, we would use an actress to show the vehicle being used in every day situations, like her dropping her kids off at school, or taking the family to the river. This gave the viewer a “hey, I do that too!” moment and they begin creating videos in their mind of the times they’ve done the same thing. The engagement goes up, as do the sales sheets at the end of the month.
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