Imperfection – A brave new direction for Corporate Video
June 19, 2020
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Imagine being brave enough to show that you have a few chinks in the armor, that you’re not a perfect person or company.
Imagine being brave enough to show that you have a few chinks in the armor, that you’re not a perfect person or company.
This promo should be used as a case study in how to design the prototypical endorsement video. In fact, I’ll build the argument for you:
If you are either surprised or disappointed by the results of your video it’s likely because your planning process was either flawed or non-existent.
Owning a new camera doesn’t change anything. Telling your client how they can use video to solve their business problems – that changes everything.
Marketing, at its highest level, is the practice of showing people how they should feel about your company.
Telling your client that 90 seconds is the ‘correct length’ is like telling them that being funny is the right approach to take with their next corporate video.
Knowing how to craft a video that communicates an important message that resonates with your target audience – that’s what’s valuable today and that’s what businesses should be paying for.
Your prospects are more inclined to listen to strangers talking about your company than to listen to you talking about your company.
Video projects should never start with ‘creative,’ they should start with a business need and a fully defined set of messages that resonate with your target audience. Once that’s in place, then you get clever.
What would you prefer, a million people saying ‘ya, that was alright… or a few hundred thousand saying ‘THAT WAS FRICK’EN AWESOME!!!’
Discover what goes into the cost of your video project.