Why a Strong Story with Strong Video Production is a Winning Formula

We changed the first line on our website this week. Not exactly earth-shattering news, but the reasons behind the change are important for the way you view your own video production.

The line was changed to reflect that story telling should be at the heart of most of the corporate and business videos you make.

It’s No Different to Other Video

Many business owners class business video in a genre of its own, totally separate to video for purposes like information, entertainment and so on – and that’s a mistake.

In all genres and for all purpose, people get more out of videos that talk to, engage and captivate them.

Take learning and education videos – which are the ones you remember? Do you remember the best-selling John Cleese management and corporate training videos that entertained you, or the one that bored you silly for an hour? No need to answer that – there’s a reason why some videos become best-sellers.

Business Video Storytelling

Business video is no different in that you need to talk to your audience in a language they understand.

Once you have identified who your audience is, stories are the best way to grab attention; there is something deep within the human psyche that responds to stories – ever since cavemen sat around the fire and had no other means of recalling information, stories have been an important communication and memory tool.

Don’t fall into the trap of thinking “who could possibly be interested in what you have to say?” If you have identified your target audience properly and you are providing a worthwhile service to them, there should be plenty of pairs of eyes and ears ready to tune in.

Everyone has a story inside them that will “press buttons” and emotional responses in others. It’s all about making that connection.

It needs to be genuine, focused and bring out the essence of who you are and what you stand for. That way your story leads the way for your brand – which is what people think about you and your business, not just your products and services but the lasting impression; the things they remember when the video stops playing.

How to Approach a Story

Your story needs to relate to people, with references and language they understand, not with jargon; keep it simple, genuine and focus on struggles and problems that you overcame as your audience may be going through the same problems as they watch your video; focus on outcomes and benefits rather than mere features – how did you feel? How did it improve your life? People want to know what’s in it for them, above everything else. Finally keep it as short and concise as possible.

Brisbane Video Production

Of course, skilled video-making  needs to accompany your stories to deliver them with impact, persuasion and influence; good technical ability with planning, lighting and camera work, as well as post-production work and marketing will complete the winning formula that gets your videos doing what they set out to do.

For any help or advice on getting your story out there through video contact Michael Hanson on 1300 881 783.


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