Don’t Get A Whiteboard Video Until You Read This

We get asked by clients if they should do a whiteboard video over other types of videos. We stand by our conviction that a whiteboard animation video still will get you the results you need.

But we wouldn’t want you to just take our word for it. We are a little bias. Our friends from the UK created a video that can explain it better than we can.

Cognitive started Whiteboard videos in the UK back around the same time that Ydraw began. They received millions of views and awards.

They were the inspiration that started it all. Here are some stats on why you should be telling your story with a whiteboard video.

Don’t forget these quick points.

  • Although a whiteboard video will get you better results, a bad script will ruin any video
  • Videos do not go viral without some marketing

Have a great day!

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!

Confessions from a Project Manager

Here at Ydraw, we work with amazing people every day, from all over the world, to create awesome videos.

Our completely custom videos are perfect for companies, because we can create EXACTLY what they need. From the scripting, to the choice of art style, to your voiceover selection, to our custom music composer, everything is tailored to our customer’s needs.

Since each video is entirely unique, it requires both parties to be equally invested and provide timely feedback. COLLABORATION IS KEY! This can be both a blessing and a curse.

One of the biggest challenges we run into when creating videos is understanding each parties’ roles in the project. We rely on the client to provide the information needed for us to understand their product or service, and in return, ask our clients to trust us when it comes to creating the best content for them.

Sometimes clients will focus in on one minor detail that has little or no impact on the overall messaging of the video, and can eventually lead to an experience or end product that isn’t so spectacular.

For instance, have you ever looked at a word so many times that you convince yourself it’s spelled wrong? The more your stare at it, the weirder it looks… even though it was right from the beginning. This can happen when creating content.

When creating videos, we notice this problem in the artwork phase. For example, a client will get so hung up on the color of “Mary’s shirt”, and before you know it, they’ve convinced themselves that their ENTIRE video is a failure, because absolutely NO ONE is going to understand or even watch the video, if her shirt is red, and NOT blue…

Sounds dramatic… but we see examples like this happen with our clients often.

We completely understand that these projects, these videos, are as important as your first born child! You have a lot of pressure to produce an amazing product, but it’s imperative to remember to step back and focus on the overall message of your video.

So if the color of Mary’s shirt isn’t the most important part to creating a successful video… then what is?

The message!

First, you want to establish your message. Keep it clear and concise! Second, ensure that your content helps to portray that message.

 Don’t know where to start? The good news is that Ydraw can do it all for you!

(and don’t worry.. if you want Mary’s shirt to be blue, we’ll make sure it’s the prettiest blue you’ve ever seen.)

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.

How To Keep Your Audience Interested Through HUMOR!

What makes things funny? Our own sense of humor isn’t always funny to the guy sitting next to us. So, let’s look at a few simple principles used in Improv to make your video funny to all of your audience!

First and foremost, there is TRUTH in COMEDY! The funny comes from the experiences we have all had in our lives. Think about sitcoms, why do they work? They take something so simple, like everyday life and exploit it. The ups and downs of dating and heartbreak or fighting for that perfect job, only to find out that it isn’t so perfect. But where does the comedy come from?

The funny comes from the unexpected. The moments of truth. It comes from showing not telling. We have all been there…the time in the grocery store when two people are having a conversation in public and you can’t help but listen, even though you know the topic should have probably been left at home…yeah that stuff.

So let’s take a look at this funny scenario….

We see two shadowy figures digging holes in a graveyard. It’s dark, but we can see that there’s a body behind them. It appears that they are covering up a murder! The scene is quite grim and creepy… so how is this funny? The car lights flicker on and we get a better look of the situation… only to reveal…two clowns? Okay, now this is way more terrifying, but their must be more to the story… so as we get closer, we overhear…

Clown 1:“Look Stan, all I’m saying is I’m sorry she left you. You deserve better!”

Clown 2:“You know Joe I just don’t understand, I did everything I could to make her happy.”

Clown 1:“Hey, you know,  it’s okay if you want to cry. It’s just us brother.”

Clown 2: (in tears) “Life is just so unfair! But hey how’s the wife and kids?”

Clown 1: “They’re real good. Sally just started walking…”

The conversation continues as they are digging a shallow grave wearing their clown costumes. So, we know they are clowns, we know they are friends, and we know what happened…but they don’t have to tell us that they murdered this guy. We just know! If we focused on the body, or what happened the scene would drag on, the audience would get board with details and information that they don’t need.

This scenario leads us to the truth of comedy…Relatability!

Think about how you feel when you pop bubble wrap.  Did that put a smile on your face just thinking about it?  How about when you scoop peanut butter from a freshly open jar, yeah there’s that satisfaction face. See how easy it is to relate? All you have to do is capture a moment when someone has used your product in such a way that it brings a clear feeling to your audience.

Just remember that comedy is subjective, but so is being bored out of your seat.  By using these tried and true principles of Improv Comedy, you can help your audience laugh at the unexpected, learn about your great product/service and keep them interested and wanting more.

So, let’s get out there and take a fresh approach to comedy, and whatever you do, if you see two clowns walking your way…RUN!