How explainer videos help businesses
Getting and keeping customers is all about communication and most companies are vying for the attention of those prospects and customers. So your message has to be simple, concise, and above all, memorable.
Customers and prospects are jaded because they are being ‘sold to’ wherever they turn, to offset this they bring up defence mechanisms when they sense a sales pitch.
Book reading can have a distinct advantage over almost any other type of selling and, believe it is about selling. When you read a book and it has a suggestion or a link to go to, you will unconsciously assume that you have discovered it, your mindset is much more open and receptive to the information presented.
Designing an explainer video (we call the Dynamic Illustrations) so that the viewer discovers the solution enables a business to get their message across better and deeper. One approach is the write the script as the third person, allowing it to read as someone who has had the same issues as the viewer watching the video, this creates empathy and, don’t forget people buy emotionally and justify it with logic. It almost reads like a case study.
Secondly, it’s important to make the script ‘conversational’, this makes the viewer feel as if they are eavesdropping into a conversation, again making the viewer much more receptive.
Thirdly, the script needs to include some element of homour, as that makes it memorable, and remember, the homour can be spoken and/or drawn because you’re able to use multiple senses to get your message across.
Now, most people will assume that a video can only be a certain length of time, say 90 seconds. Well that equates to only 120 words, as we speak and listen at approximately 2 words per second. Can you really get your message across within that number of words? Think of the Youtube Ads that you can skip past after 7 seconds or so, have they got the message across within that period?
A badly written script can fail even if it’s only 90 seconds, but a well-written script will engage and captivate the viewer. ‘The Avengers – Endgame’ is 3 hours of your life you’ll never get back, but it is so well written it does feel like 3 hours.
Explainer videos (we call them Dynamic Illustrations) are something anti-establishment, that approach, combined with the narrator being the third person and NOT the business promoting the message means the connection between the viewer and the narrator is closer and your message has a better chance of being received and, more importantly, understood.
An explainer video will help businesses get their message across quicker, deeper and because it has homour, it will be remembered. If your prospects understands and remember what you do there is a much greater chance the prospect will make contact to find more about your product or service.
Although it is tempting to introduce your company at the beginning this should be resisted, in the same way as the trailer of a film gives you snippets to entice to watch the film, an explainer video should entice the viewer to want to watch until the end of the video. By that time they are receptive and are willing to find out more.
It’s at the time that you can show your card ( Your logo) on the final frame will any relevant call to action parameters, such as website or landing page, and email address, telephone number and, even some of your social media addresses. If you give the prospect the choice of choice they want to converse in they are more likely to make contact.
And that can only be good for business.dyanmic