What would make your audience care about your video?
And they will not watch unless they care. So how do you tell a story about your product that your audience will care about?
Do they care about the Topic?
The best way to make people care about your video is to choose a subject they care about.
But that creates a problem. Your product video is about your product. Naturally.
However, what do people care about? Not your product!
People only care about themselves: their hopes and dreams, problems and struggles, values and causes. They will care about your video ONLY if it connects to their dreams, enables them to overcome their challenges, and reflects their core values.
Yet most product videos are about the product, not the audience.
Most marketing videos make this mistake! The video must be about the Audience, or they will tune out.
But that raises another question. How do you make a product video about the audience? Where does your offering fit in?
The Secret is to tell a Story
Tell a story about a hero and their hopes and dreams, problems and struggles, values and causes.
The audience has to feel like the hero of the story.
And every hero deserves a superpower. Your offering is their superpower!
Therefore, your video has to tell a story, where your audience is (or relates to) the hero; and your offering is the key enabler. And your audience will love your offering for it.
But what if you address multiple enterprise CXOs?
What happens if there are multiple stakeholders for your offering, as is the case in most enterprise sales? It could be a functional CXO and the CIO, or Marketing and Finance, or even CXO (approver) and business user.
Who is the hero, and how do you accommodate the other stakeholders?
If you can pick a core hero that everyone can agree upon, then make that person the hero. This is usually the boss (function head or the CEO, whose objectives encompass all the stakeholders’), or the customer or user (internal or external) who all the stakeholders serve as a common KRA.
Other critical stakeholders can be critical enablers in the story, playing the role of a Friend, Guide or Confidant, who brings a crucial skill, resource or action to help the hero achieve their goal.
More advanced approaches are a love story (the hero has to overcome a challenge, leveraging your product of course, to win the customer’s love) and a multiple hero story. You will need professional help for these.
When we work with clients, we often help them develop plots with multiple stakeholders leveraging some of these themes. Often the treatment is very subtle to fit within a short video. However, these powerful approaches are rarely required. In most cases, the simpler approaches are quite effective.
So tell a Story
Make your video about the audience, their goals & challenges, and position your product as a key enabler to their success -- as their superpower.
They will automatically be drawn in and get emotionally engaged. A good story video can have a serious and business-like tone yet be engaging and empowering like a story!
Looking to build a great story video? Something that makes people not just learn about, but feel your product benefits? Leverage StoryProcess to tell great stories, engage & inspire your audience, and transform your business.
Your Product has a story to tell. Tell it well.
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