Stories Businesses Need to Tell – Moron Monday

Stories Businesses Need to Tell – Moron Monday

Businesses all have a story and it should be told.

When you tell your story people will relate to your product or service.

We are breaking it down on what types of stories you should be sharing with your customers in this weeks episode of Moron Monday.

If you missed last weeks episode, you can find it here.

 

Hey guys. What’s up? Jace over here at Ydraw.

Today we’re going to be talking about one of my favorite subjects. We’ve been trying to push this down companies throats for years now, and I just thought I’d sit down and break it down for you guys so you know why stories matter.

So, we’re going to discuss stories.

Here are six stories you should be telling your customers. We have another blog that has seven, but I put two together.

I’m going to go over these and then, at the end of this video, I’m going to show you guys what we did for Ydraw. We just created a simple video to show you step number one, a history of our business case.

So let’s run through these real quick.

HISTORY

Very first thing, every company should be talking about their history. They should be telling the stories of how their company got started. And that does matter.

Think about the story of Apple, we all know it.

Think about the story of Tesla, about SpaceX, about Facebook. Zuckerberg…young… didn’t know what he was doing, built a billion dollar company. We all get pulled into the stories, and majority of companies don’t tell their stories.

So it’s important that you go out there and tell them how you got started.

 

HOW YOUR PRODUCT/SERVICE WAS DISCOVERED

Next is how your product or service was discovered. What did you do to figure out your product or service?

Now, you can combine these a little bit, but people want to know….how did you discover your product or service?

And by doing that, what happens is, they’re like, hey, I was in that same guy’s shoes.

I was looking for the same solution to a problem. And if you tell people how your company came about or how the problem was discovered, then they’re more likely to buy into your business.

And remember, what all of this does is it gets multiple touches so people want to do business with you.

People do business with those who they like and trust. And all these stories get people to like and trust you so that they’ll give you money.

 

EXPLAINER VIDEO

Third one is an explainer video.

Back in 2011 explainer videos where the hot thing, everyone went out and got explainer videos because they were told that’s what they need, but they didn’t realize there was a bunch of other stuff that needs to go with it.

So they would have a great explainer video, stick it out on YouTube and hope they get business but it didn’t happen that way.

But a good explainer video is simple. You need to do a strong opening, a headline, problem, solution, and call to action.

That should be your formula because it just shows, here’s the problem, here’s how our product solves that problem, and then it gives them a call to action.

 

TESTIMONIAL VIDEO

You need testimonial videos.

You need people who will talk about your business, it’s like a case study, or if somebody gets on a camera, that’s good social proof, so you need those.

 

WHY YOU OVER THE COMPETITORS

You need, “why you over your competitors?” I get asked this all the time on sales calls, businesses will say, “hey, Jace, why should I choose you over your competitors?”.

And I just tell them, we have videos that discuss that.

 

TUTORIAL VIDEO

And then, finally, tutorial videos.

When somebody buys your product or service, it’s best if you can give them tutorial videos so they know how to use it.

And then within those you can always ask for referrals. Got it.

 

HISTORY

So let’s talk about history.

Last month I went and spoke at PPAI conference, and it was on video marketing. I always start off with my story, my struggle, my triumph, and then why it matters to them.

Now why do I do this? It’s so that people can look at me and be like, “hey, he’s relatable, he’s been in the dumps, he’s had to overcome some trial stuff like that”.

If you ever go listen to really good speakers, they always start with their story.

Jimmy Fallon, in one of our articles, which I’ll link to this, we talked about the first night when Jimmy Fallon came on the tonight show (I think it’s the tonight show).

All he did was tell the story, he explained where he came from and people loved it.

So you always want to talk about your story.

So when you’re telling the history, tell them where you came from, the struggles, and then how you overcame those struggles, and then why it matters to them.

A video that we just created for Ydraw, I’m going to show you how we did it. Well, I’m just going to show it to you and you’ll get how we did it.

We basically talk about where we started, why it mattered, and then there were stakes at hand.

You have to have some type of stakes in your story. And when I say stakes, that means you have to overcome something.

There has to be an obstacle. If you just go out and say, “oh yeah, I started a company made millions of dollars”, no one really cares.

What they care about is the struggle that it took to start that company.

What were you going to lose? Did you put up all your money? Did you put up everything? And every business out there has stakes.

So, if you’d take a look at Apple, if you take a look at Facebook, the history of all these great companies, they had stakes.

They had something that they were about to lose. They were about to go under. They put all their life on line, stuff like that.

If you go into the movie theaters, every good movie is structured like this.

You have a Star Wars, it starts off with Luke, whose parents die, finds a guide Obi-Wan Kenobi, and he trains him. He overcomes great odds and happily ever after.

And you’ll notice Pixar does the same thing. They have a certain formula that every single one of their movies follow.

 

YDRAW HISTORY

So, I’m going to show you the video that we have, but make sure your company is doing these stories.

Go out there and start off with a history. Tell people (and it doesn’t need to be some big production) how you got started, why it matters, and why it should matter to them.

Tell them what you overcame, and just from doing that, you’re going to get more business. And then also it gives you content to put in front of people.

So, if you have questions on this, we would love to help. We do create scripts for this, we do create videos for this, we’d be happy to help you go to ydraw.com and that is it. Peace.

What Is Tone and Mood and Why Do They Matter to Your Video?

What Is Tone and Mood and Why Do They Matter to Your Video?

By Erica Schmidt Jabali

According to a Harvard professor, at least 95% of purchasing decisions are made subconsciously – or based on how we feel. We could be influenced by a brand’s commercial, their marketing, brand packaging, and more.

This means simply giving the facts and figures in your video isn’t enough – you have to strike an emotional chord with your target consumer in order to motivate them to act.  (read more here)

This is one reason why we ask in our questionnaire and on our kick-off calls what tone and mood you want in your video.

And, we are usually met with crickets on the other end of the line.

Turns out, for those of us who haven’t been in high school English classes for a long time (okay, a really long time), we might need a little brushing up on our tone and mood skills.

Don’t worry – we got you.

So, sharpen your pencils and sit up straight – because your speed-round refresher course on Tone vs. Mood starts now:

TONE:

Tone is the author’s attitude towards the subject. Remember when your mom used to say, “Don’t you take that tone with me!” Well, she wasn’t wrong – the tone we use in our speech is similar to the tone a piece of writing or voiceover in a video takes.

Here are some examples of videos that use a different tone:

In this video, the client wanted a confident, inspirational, educational tone:

 

Whereas in this video, the client asked for a relaxed, fun, beachy vibe, so our fan-favorite, chameleon of a voiceover talent, Dawson, actually used a surfer accent to achieve this goal

 

 

In this video, we wanted to replicate that infamous movie trailer voice to give it that movie trailer tone:

 

 

So, in short, tone is the inflections used by the voiceover in order to communicate how they feel about the subject.

Our VO talents are pros at taking a script and inferring the tone that it is trying to convey.

WHY THIS MATTERS:

You know your target customer better than anyone. You know what they like and don’t like. You know what their interests are, maybe their demographics, and even their buying patterns.

So, how do you think this person wants to be talked to?

Do they want that warm, motherly tone that says, “I’m here for you…”? It might end up sounding a little bit like this:

 

 

Do you want a fast-talking, witty, lightning speed commentary like this one?

 

 

The tone you choose for your video should be directly related to how your target consumer wants to be talked to.

 So, when deciding the tone for your video, consider the following questions:

  1. What prior marketing campaigns have been the most successful and what tone did they take?
  2. What type of tone will your target consumer be most responsive to?
  3. What tone will best represent your vision for your business and how you want to be perceived?

Try to think of three key words to describe this tone.

Excellent. Now that you have your tone figured out, let’s move on to mood:

MOOD:

 This is how the viewer will feel after watching your video.

For example, this client focuses on food kits for emergencies:

 

How did this video make you feel? That’s the mood of the video.

Our goal was to create a feeling of urgency, to make you feel that you need this product in order to be prepared and protect your family.

You need to think about the mood because you want to have that target in mind when writing your video.

For example, if you want your viewer to feel emotionally moved and compelled to act, then you’ll want to write the video with that goal in mind – and anything that does not compliment this mission has to be cut.

Sometimes, it can be painful to make cuts or reduce a video script to get it to a certain time – but if you think about all of your choices through the lens of – what will make my target consumer feel [x, y, z] – then it becomes much easier.

Since we know that people make most of their purchasing decisions based on how the branding or marketing makes them feel- then selecting the most appropriate tone and mood for your video becomes imperative.

WRAP IT UP:

  • The tone is the author’s attitude in the video and the tone of the VO and the script writing will communicate this
  • The tone creates the mood that your viewer will feel
  • With most purchasing decision made based on emotions – how you make your viewer feel is very important
  • Consider your target tone and mood carefully when preparing for your kick-off call!

There you have it. Everything you needed to know about tone and mood.

We hope this helps as you prepare for the scripting process. We’re here to help and hope to make the process as easy on you as possible.

Please reach out with any questions. We can’t wait to work with you!

Code #282 – Mr. Important

“Hello, my name is Mr. Important the CEO of Important Products… but the true important person is you!”

Uh wrong… Can you believe this guy?

He has officially lost us within the first line.

Code #282: If you want your audience to believe your product is important… focus on them and their needs, not on yourself.

This code is very important when creating successful content.

Don’t be Mr. Important.

Don’t Fall Victim to the Social Media ‘Scroll By’

Has this ever happened to you?

You’ve produced new video content, created a buzz, promoted the living crud out of it and shared it on social media but even optimizing the title and description still didn’t get you the views that you were hoping for.

What went wrong?

One of the biggest challenges facing anyone in marketing is figuring out how to break through the noise to reach your customers.

While great video content is crucial, perhaps there’s something simple you may have missed:

Subtitles.

Captioning your videos can have a HUGE effect on how successful they are. This is true for movies, TV shows, social media videos, training content, and any other kind of video you might record or share.

Why are subtitles so important?

1) Not everyone watching your video can hear it.

2) Subtitles improve comprehension

3) Some people actually prefer watching videos with subtitles even if they don’t have to. (My teenage daughter is like this; I have to turn off the captions on Netflix every time after she watches something. Every. Dang. Time.)

4) Viewers are more engaged. As more people are producing high-quality video content, social networks like Facebook have made it easier to post and share videos on their platforms.

But do you know what’s the most annoying thing about scrolling through your Facebook or Instagram feed? When the air of silence is violently stabbed by the blaring audio from the video you just scrolled over! This is why social platforms have made ‘mute’ the default volume setting for videos that auto-play. As a result, many users are likely to watch your video without actually turning on the audio.

Captioning videos can help guarantee your viewers get the message, even if they don’t actually listen to what you have to say.

Beyond making your videos more accessible, captions keep your content competitive within the social media landscape and can even boost your SEO!

Everything you’d ever want to know about subtitles and eye tracking software can be found here.

http://refractory.unimelb.edu.au/2015/02/07/kruger-szarkowska-krejtz/

 

Did I read that entire article?… um… no (totally skimmed it) but what I CAN affirm is that if I’m awake in bed next to a sleepy spouse, eating lunch in a crowded restaurant, riding the bus, quietly not paying attention in church or a number of other moments where I’d choose silence; a video with subtitles will capture and keep my attention when a non-captioned video would just get lost in the upward scroll of oblivion.

Test it out for yourself.

Take a marketing video you’ve already produce and slap some captions on it. (If you don’t have caption-slapping abilities… Ydraw can do that for ya in a jiffy!)

Then launch that video into social media cyberspace and see what happens when your watchers become readers.

 

Written by: Lesa Thomas

The Power of Motion Graphics

So what are Motion Graphics and why should you use them? “Motion Graphics” is just a fancy term used to describe a mix between graphic design and animation. Most motion graphic videos you will see these days are purpose driven with the goal of presenting information to the viewer.

There are many reasons why you should choose to advertise or explain with Motion Graphics, the biggest reason being emotional response. Video creates an emotional connection with the person watching far quicker than any other content platform. Did you know that using video on your landing page could increase conversion rates by as much as 80%? Animated marketing videos in particular are a very useful tool to deliver your business idea in just a couple of seconds.

Another reason why Motion Graphics are the way to go is because it is perfect to explain a complex or abstract idea in a very simple, fast and compelling way. With an Internet attention span continuously decreasing this is a very valuable point to mention.

There are literally no limits when it comes to the creative aspect of Motion Graphics. You want a flying monkey in your video? Here’s a flying monkey. You want a man scuba diving off the coast of Bermuda with Great White Sharks? No problem the video can be created quickly and on a budget without the hassle of creating expensive sets and hiring film crews/actors.

Motion Graphics are extremely effective because we are all visual learners. People learn and understand much more efficiently when they are taught with the help of drawings, diagrams, charts and different designs.

If you are trying to determine how to create your next marketing video just remember, Motion Graphics is the way to go. There are literally no limits to what you can show with Motion Graphics. But more importantly, your audience will connect with the information or product you are presenting quickly and effectively.

Check out one our latest and greatest Motion Graphic videos below:

How biology can help you make better videos!

Lets face it…

At one point or another, each of us have had that gut feeling that defies the facts and numbers. When everything looks right on paper but for some reason it just doesn’t “feel” right.

So where does that feeling come from?

Contrary to what you may be thinking, it actually comes from the BRAIN!

Simon Sinek, a British-American author and motivational speaker, does a great job explaining this in his book called “Start with Why.”

He talks about the two parts of your brain

The Neocortex or “the what” and the Limbic or “the why”

The Neocortex being responsible for our rational and analytical thought and language and the Limbic being responsible for our feelings, behavior and decision making. He also talks about how our Limbic brain has no capacity for language.

What this means is the part of our brain that DRIVES BEHAVIOR, our Limbic Brain, doesn’t even understand the vast amounts of information you are throwing at it. It just hears BLA BLA BLA!

So how does knowing all this, help make better videos?

Studying the human brain helps us understand what motivates our audience leading to lifelong business.

Like Simon mentions, when we first communicate the “why” and get our viewer believing what we believe, we establish an emotional connection. After that connection is formed, it doesn’t really matter what we have to offer them or how we have it because “people don’t buy what you do they buy why you do it.”

You can explain to your viewer till your blue in the face what all of the facts, features, benefits and details are of your company but at the end of the day, if they don’t trust you, they aren’t going to click on your website or set up that free consultation or even think about contacting you.

So before smack your viewers in the face with 7 million reasons why your company is exponentially greater than your competitors….

Ask your self WHY you do what you do. Ask yourself if you actually need all that nitty gritty, technical jargon in your video. Ask yourself if you are selling a product or selling an idea.

Understanding the role of the emotional unconscious and how it plays a role in the decision-making process of your audience is critical in making your video successful.

Remember…. “People don’t buy what you do they buy why you do it.”