"Show, Don't Tell" Videos
Hard sells don't make compelling, memorable videos. Stories with subtext do.
There’s a maxim in acting: show, don’t tell. It means that watching a character do something and having the story unfold before your eyes is far more compelling than having a character spell everything out for you as it happens. The audience identifies with the character's emotions and thoughts, rather than just following a descriptive narrative.
Same thing with writing. And videos, especially if you’re hoping to sell something. No one wants to be preached to, sold to, bombarded with demands from someone who rather obviously just wants something from you.
We are very much interested, though, when people talk about something of concern to us. We respond when what they have to say mirrors how we’re feeling or what we’re thinking. Our curiosity is piqued when someone suggests a solution to a problem we’re facing. We also love a good distraction or entertainment or even something that is quite unexpected.
Some of the best advertising tells a story and reveals the brand name only at the very end. We make a connection between the heart of the story and the product, so we don’t need to be hit over the head with the obvious. But most importantly, we remember them.
Here some of classic examples where the product name is only revealed at the end of the commercial:
"The "Mean" Joe Green" (Coca-Cola)
This iconic ad shows a football player offering a Coke to a young fan, with the Coca-Cola branding only prominently displayed at the final shot.
Nike "Just Do It" campaigns
Many Nike ads feature athletes performing incredible feats without explicitly showing the product until the very end, relying on the brand association and powerful imagery.
Or going back 40 (!) years:
"The "Apple" 1984 Super Bowl
While not strictly a "reveal at the end" concept, the famous "1984" Apple ad features a dystopian world with the Apple computer as the symbol of rebellion, only fully identifying the brand towards the end of the ad.
In all these cases, the message is received without hitting the audience over the head with a 2x4.
Want to be memorable? Couch your message within a story.
People respond to vulnerability, failures followed by success, new discoveries. These are the stories that become memorable, that build a brand.
Create your own memorable videos
Our videos can do the same thing. A tall order? On the surface, but really not. We all have stories: origin stories. Success stories. Stories of failure and redemption. Testimonials from those we've helped. And in these days of social media, you don’t need a top-notch advertising team to tell these stories for you. You can re-enact them yourself or show your audience how they played out.
Casual videos that feel authentically created (i.e. not professionally) seem to do better than those that come across as “made for TV.” Just speaking to the camera and explaining how and why you began your business can be very powerful. You build your credibility in videos showing how you've solved a problem or enabled another person to become successful. Behind the scenes videos provide glimpses into your process and the people who make it happen. People respond to vulnerability, failures followed by success, new discoveries. These are the stories that become memorable, that build a brand. And the small business creators who post these informal, vertical short videos are doing pretty well. And you can, too.
I took on the challenge a couple of years ago. In my case, because two thirds of my business is grounded in entertainment, I wanted to create a video series that would be fun to watch. Something very, very short but memorable, that would show what I can do for my clients in a personable, humorous way. I came up with MOMisms, ultra-short 4-10 second videos (on average) that give a bite-sized dab of fun while demonstrating my skills as an actor, voice actor, and video content creator.
Content designed to appeal
Creating Momisms was also a bit of an experiment. I was curious how much value I could pack into a video that was not much longer than the typical “hook” time of 3-4 seconds. I was taught back in high school to write clearly and concisely, to convey ideas in as few words as possible without sacrificing story or context, and wanted to test that idea in videos. I also wanted to have fun making a video series that could have wide appeal and a long shelf life. The trick was to showcase the three services I offer without coming across as salesy or trying too hard. No one likes to be sold to. Least of all me! And I used to be in sales, so I was especially sensitive to it.
That’s when I decided to follow the “show, don’t tell” mantra of many artists and writers. After all, as an actor, that’s I’m supposed to be doing. Just ask any acting teacher! On the surface, I’m providing a little entertainment, a chuckle to spread a bit of cheer in someone’s day. The subtext, by way of demonstration, is that I’m an actor for on-camera performance, hosting, and voice overs, and someone who knows her way around video creation and can help others do the same. A “walk the talk” without ramming the obvious down anyone’s throat.
Well-received videos can be made by anyone with basic equipment and little to no budget. They certainly don’t have to be flawless creations, either!
What are your favorite types of videos?
0%Entertaining
0%Informative/Instructional
0%Peeks behind the scenes of an operation
Laura's Quick Tips
Forget perfection! Viewers relate better to “real people” videos vs. those that are highly produced.
Your basic studio? Your phone’s camera, 1-2 ring lights, and a fairly quiet space.
If you’re speaking in your short video, be yourself! Let your personality shine through. It’ll help potential customers feel like they’re getting to know you, which goes a long way to building trust and a potential business relationship.
I do want to mention that videos don’t have to be entertaining to be successfully received. They just have to be interesting. And interesting is really not all that hard to do. If you are offering a service and the product is yourself, please take my word that YOU are interesting. Who you are, how you tell a story, the mistakes you’ve made and learned from, a behind the scenes view of your work ... it all adds human interest. And shows that you are a real person, someone that everyone can relate to, because we’re all trying to figure this stuff out, too.
Are you looking for ideas for your short videos? They make great social media content, especially when they’re reposted or transformed into quotes and graphics. If you’d like to brainstorm or have feedback on your options, schedule a free 15 minute consult. I’d love to talk with you!
Want to learn more? Let's talk!
I'm Laura Doman, a voice & TV/film actor and video communications coach. As an actor, I create memorable characters that tell my client's stories well, from the friendly CEO to your sassy best gal pal dispensing real-world advice. As a coach, I help you become more comfortable and charismatic on camera in videos, presentations, and online appearances.
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