Writing whiteboard video scripts using Ethos, Pathos and Logos
When you sit down to begin writing the script for your online marketing video, you want to keep three little words in your mind: Ethos, Pathos, and Logos. These are the modes of persuasion. When trying to persuade somebody to do something – say, buy your product – you need to make sure we sound credible, appeal to the emotions, and prove certain truths about our company and product. If you’re a good marketer, you’ve obviously lived by the E.P.L mantra, but with whiteboard animation things can be a little different. Here’s some information on how using ethos, pathos and logos in a whiteboard video can work for you:
Ethos is the integrity of the presenter. It is how qualified the presenter appears to be to the audience. When writing a script for a marketing video such as a whiteboard animation video, you have to rely more heavily on everything other than body language or presence to get your message across. If you’re trying to sell something, have an image of the CEO telling viewers all about the company. Write a part with some testimonials. Whoever your main character is, make sure they look the part, and that the audience can tell they are a notable figure and have vested interest in the company or product.
Pathos is triggering emotions. In your whiteboard video, throw in a metaphor or simile, or deliver your message powerfully and passionately. Make the audience feel something, whether it is sadness for the characters who don’t have your product, joy for the characters who do, or excitement at the prospect of purchasing your product themselves. Pathos may also be used to provoke fear in order to sway viewers – but it is always better for whiteboard videos to focus on the fun, positive aspects. Try to play on viewers’ hopes and dreams by describing how their life could be when they follow the call to action.
Logos is the logical appeal used when describing facts and figures that support your cause. Logos and ethos are sort of related – in the sense that using logos can strengthen your ethos by making you look even more knowledgeable on the subject. However, be tasteful in your use of logos when making a whiteboard video – you want your audience to retain information with ease. If you use charts and figures, make sure to incorporate it into the theme of the video, and don’t throw so many statistics at them that they can’t remember why they clicked play.
These are what you need to keep in mind when writing. Ethos, Pathos, and Logos. Thanks Aristotle.
Great Example of Video Scribing. This was done by the LDS church not sure who did the Video Scribing but we wanted to show a example of its uses plus we like the message
More often then not we have the tendency to complicate rather then simplify. We assume that sophistication equals results, brilliance, performance, and intelligence but it doesn’t. More information, more choices, and more products is not better. In fact it is the exact opposite more is actually less and can cause your audience to disengage. “Simplicity is the ultimate sophistication.”
In the book Paradox of Choice, Schwatz did a study that showed when presented with many choices consumers would often times become paralyzed. “Many of us labor under the impression that providing customers with a wide selection of products of a certain type increases customer satisfaction. After all, we think, if we provide them with 200 brands of peanut butter, they are more likely to find a brand that suits their taste. Schwatz cites surveys done in supermarkets that showed the reverse. When customers were presented with a huge selection of brands of a certain item, fewer customers bought the item than when fewer brands were displayed. The wide selection led to a paralysis of choice – the customers could not decide which brand to choose. As a result, they went away without choosing any.
Take this study and move it over to presentations, business plans, and teaching. Too much information can cause confusion and misunderstanding. The audience might forget or miss your point entirely because you have over complicated everything. Here is a simple solution:
Start with the main idea first and build everything around it.
Take a look at this article. The main thing I wanted the audience to get is: We tend to complicate rather than simplify. I want the audience to simplify their presentations, business plans, websites, mission statements, and scripts thus increasing their results. Everything else I write will either build on that point or prove why that point is true.
Here is an email I received the other day from an old friend she said:
This picture was found in a camera during cleanup.
This is a fantastic photo!! Amazing that the film was still good – or memory stick.
Either one, this really tells the story. Look at how high that wall of water is!! ½ a second before tsunami
This picture was taken on the banks of Sumatra Island (the height of waves was of approx. 32 m = 105 ft).
It was found saved in a digital camera, after the disaster.
We cannot know for sure, but very likely the one who took the picture is not alive any more (it was just a matter of seconds).
Today we can see the last image he/she saw before ending life on Earth
When I first saw this picture I was stunned. That would be so crazy to see in real life. Then I looked at the picture closer and realized that it is fake. Come to find out this email has been traveling the globe for years and has been passed around to millions of people who have pass it on to their contacts. It has spread like social media fire.
The original photograph has a date stamp of “12.11.2002” (November 12, 2002). The prankster who launched this hoax apparently removed the date stamp because it would have immediately destroyed the illusion that the photograph was taken during the 2004 tsunami.
That is funny! How is it that something so ludicrous and fake can spread like wildfire yet something that is true and interesting can not seem to make it past the firewalls of your closest friends and family. Although this story is made up there is something about it that people want to spread. Some of you reading this blog might be tempted to copy this picture and post it all over Facebook. Try it and see the responses that pile in. Why stop a good urban legend when there are so many people out there that just want to believe? All joking aside, some ideas are inherently interesting and some are just flat out boring yet it doesn’t need to be that way. It is all in the way we present it. The words to the email above are not what sales. It is the picture! Its the emotions that trigger inside when one looks at this picture. A huge wave that is about to wipe out a city, very interesting. This story will stick and spread. It is our job to show you how your story, your presentation, your ideas can stick and spread. Making impressions with explainer videos is what we do! Your good ideas needs to be presented in a way that will make people spread it.
When creating a business or making a presentation use a mantra instead of mission statement. Mantras are simple and should be no longer the 4 words.
Here are some examples of common mantras that you are probably familiar with:
Wendys “Healthy Fast Food”
Fedex “Peace of Mind”
Ydraw “Inspiring Presentations”
Mission statements are often too long and too boring for anyone to really care about. Sometimes people try to get too deep with their mission statements or try to sound too smart and it leaves the readers confused and searching for meaning. Mantras as short and sweet. They are easy to understand but have the potential to be powerful in their meaning.
man·tra (mntr, mn-)
n.
1. Hinduism A sacred verbal formula repeated in prayer, meditation, or incantation, such as an invocation of a god, a magic spell, or a syllable or portion of scripture containing mystical potentialities.
2. A commonly repeated word or phrase.
Here’s a fun fact about a mantra that everyone has heard, “Om,” the sound that people make when they are trying to get deep into mediation. According to MindBodyGreen.com, “Om” is the sound of the universe. It’s the first, original vibration, representing the birth, death and re-birth process.
Modern adaptation: Chanting the sound OM brings us into harmonic resonance with the universe – this is a scientific fact! OM is said to vibrate at 432 Hertz, which is the natural musical pitch of the Universe, as opposed to 440 Hertz, which is the frequency of most modern music.
Pretty cool, right?
A mantra is a great thing to have not only for your company but for your life. If you can remember a few little words when you are feeling down, they just might help bring your spirits back up.
Here’s a few inspiring mantras we found. Choose one you like, or create your own and start applying it to your life and business.
“Action conquers fear”-Peter Nivio Zarlenga
“I am enough”
“Trust in the process of life”
“Fear nothing”
“Be still”
“Take the path less traveled” (nod to Robert Frost)
“Focus on what matters”
“It’s a journey, not a race”
“Don’t forget to breathe”
As always, have a great day and let us know if you have any questions or comments.
I do not know about you, but every company or business has to be started somewhere. This is the beginning of Ydraw video scribing videos.
They are not much to look at, but they are pretty funny to listen to. It is hard to believe that this was are starting place.
Lets start from the very beginning. Mark Swan was the very first artist we found. He was a diamond in the rough looking to make a difference. This was one of the first video scribing videos we did. Hope you like it.
Just a quick note. These are also called animation doodle videos. We have a couple on YouTube.
So there you have it. This is the beginning of Ydraw videos. We have came a long way and we hope the next time you are looking for a Video Scribing video you contact us.
Wait we have more:
Video Scribing= Scribing is the real-time capture, processing and iteration of information in a visual form. This could be presented in words, cartoons, pictures, diagrams, flows and hierarchies.
Is there anything more inspiring then a perfectly planned and delivered presentation or speech? Yet if I were to ask the audience a couple of days later about the content of the inspiring speech they would recall very little. The same goes with most verbal and written presentation. Studies by educational researchers have found that three days after an event, people retain 10% of what they heard from an oral presentation 35% from a visual presentation, and 65% from a visual and oral presentation.
Video Scribing is a new unique way to capture attention, engage the audience, provide additional information and reinforce key points. Not only will it capture the attention of your audience it will help them retain the information that you have presented. We tend to think in pictures.
Far from the smokey rooms of Mad Men and the old-school way of contacting your audience, modern marketing whizzes have changed the game of marketing. Video Scribing is a marketing blitz that essentially creates a pitch, which is cool and interesting enough that consumers will spread it on its own. The sky is the limit from there.
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