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!

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.”

The Many Benefits of Whiteboard Explainer Videos

The Many Benefits of Whiteboard Explainer Videos

Video Marketing is seen as one of the most effective ways for brands to reach new prospects and engage clients without having to break the bank. While there are plenty of different formats to choose from, one of the quickest ways to implement this marketing strategy is through “Whiteboard Animation”.

The reason whiteboard animation is so praised by the marketing community comes down to two factors: 1-ease of production and 2-higher conversation rates. We’ll dive into the details below as to why whiteboard animation has been so successful over the years, and how to effectively incorporate it into your marketing strategies.

What is Whiteboard Animation?

I’m sure by now you’ve already seen these videos whether you have been surfing YouTube or scrolling down your Facebook Newsfeed. Essentially, whiteboard animation are the videos that “draw out” an image while a voice over explains what is going on.
Whiteboard animation focuses on ‘one thought per frame’ and advances the storyline with a heavier emphasis on the voice over than on the graphics. This doesn’t mean that the graphics are less important, it simply means that the voice over is responsible for a lot of the storytelling.

For the most part, brands like to utilize a ‘hand graphic’ that is drawing out the picture while the voice over occurs. This is implemented to give it a ‘motion graphics feel’ while not requiring the same effort to produce.

Cost Efficient Means of Marketing

Due to the fact that it requires less effort to produce these types of videos, the associated price tag is significantly lower. While you can get whiteboard explainer videos for as little as $50 USD per 30 seconds, or in some cases even cheaper, it is important to look for the best deal that provides both cost efficiency and quality.

Nonetheless, compared to other video formats, whiteboard explainer videos are definitely the most cost efficient means of marketing. For brands that have a limited budget and would still like to utilize video within their marketing campaigns, whiteboard animation is definitely the most cost effective manner to achieve this.

In addition, the timeframe required to create these videos is significantly shorter, meaning that you can have your message polished and ready to be presented to the masses much more quickly.

High Engagement with Simple Imagery

Another fantastic benefit of whiteboard explainer videos comes down to engagement. As opposed to Motion Graphic-oriented explainer videos, whiteboard animation guides the eyes of the viewer to specific points.

When the image is being revealed within the video, only portions of it appear at a time in the attempt to convince the viewer that the image is being ‘drawn’ out. This achieves two things:

1. It triggers the curiosity factor in your prospects who will continue to look at the video while the image is being revealed.
2. It keeps them engaged and more susceptible to your marketing message. Since the V.O. is pretty much giving meaning to the imagery, people are more inclined to sit through the entire presentation and the images tend to have a greater impact as a result.

Visual imagery is one of the best ways to captivate your audience, allowing them to be receptive to your message and helping drive up both engagement and conversions.

Ease of Production

As mentioned, the production of whiteboard explainer videos is much simpler than other mediums such as Motion Graphics or Real Footage. This is due to the fact that you are essentially working with ‘still images’ and applying minor motion to the frame to give it that dynamic feel.

In most cases, production companies will create a visual storyline with a set of images based on the V.O. script. Each frame will have one major idea attached to it represented in the form of a picture. While the voice over in the frame explains the point, the ‘animation’ will be drawn onto the frame to reinforce the message.

Each new frame will reveal another image and the voice over will guide the viewer through the storyline. Once the visual story has been established, it comes down to synchronizing it with the voice over.
This is the main reason whiteboard animation is so cost efficient, where a savvy video producer would be able to create a compelling video in a much shorter timeframe. It also requires a lot less processing power to create these videos meaning less expensive equipment is needed.

Where to Utilize Whiteboard Explainer Videos

Whiteboard animation serves multiple purposes, from selling, adding depth and value to your brand and of course, ‘explaining things’.
For the most part, brands utilize whiteboard animation as an introduction to their product or brand. These videos are mostly implemented on landing pages, home pages and of course for mass marketing on platforms such as YouTube and Facebook to name a few.

When utilizing it on your homepage, you can exceed the industry standard of 90 seconds. For the most part, the 90-second rule applies to videos when its purpose is to reach new prospects, however when prospects lands on your homepage, they have already developped an interest in your brand or company website, so exceeding this ‘rule of thumb’ is permitted.

You would rather provide them with a 2-3-minute video that gives them a deeper understanding of what you do than 90 seconds where they could still be kept wondering exactly what it is you do.

When we talk about Whiteboard Explainer Videos for marketing or selling, you’ll want to keep it below 90 seconds. This is due to the fact that your video needs to compete with other videos, and keeping it short has shown to increase engagement and conversions.
Depending on your need, you will adapt your whiteboard animation purposes accordingly.

Key Take Aways

Whiteboard animation has become a staple in the video marketing world due to the fact that it is cost efficient, easy to produce and still maintains stellar engagement and click through rates. If you find yourself on a tight budget and still want to get into the world of video marketing, then Whiteboard Explainer Videos are definitely a great starting point.