Making an impact with a discerning audience
Remember the ‘In A World…’ movie trailer guy? He sounded like God. And we believed anything he said. There was such authority in his voice, and we, the collective culture, ate it up. Dude made staggering amounts of money for every trailer he did!
What would happen if your brand decided to adopt the same tone when communicating with your audience…would the outcome be the same? It may stand to reason that the same rules would apply, but they don’t anymore. Today, we’re dealing with a completely different audience…an audience that has been so saturated by a culture of white noise that they have become extremely particular with what they actually hear and receive. Put another way, our B.S. filters are more sensitive, and they don’t always get it right!
Today’s consumer does not want to be sold. They want to believe!
We’re all tired of the hard sell…of being told you’re the biggest, the best, or the only option when it comes to the product or service you’re selling. If you want us to buy-in to what you’re saying, you’d better make us believe! If there were a cultural trend that led us to this point, I’d blame it on the rise of social media and in part the mobile smart-phone industry. It made the world so much smaller; it put us all in close proximity to people with a real story to tell. When it comes to video, we’re no longer swayed by the biggest, loudest voice telling us where to go and what to buy. Now the simple, clear voice of a person or brand with something real to say trumps the flashing lights and braggadocios claims.
As much as we hate change, this is great news for the scores of personalities and brands attempting to reach an audience via video production without the big budgets. Just remember these truths when connecting with your audience:
- Keep it short and simple; today’s audience has neither the time nor attention span that allows for complicated video messaging.
- Story is key; tell your audience the why behind your product or service. Video already connects in a powerful way that resonates most clearly through story-telling
- Be authentic; nothing has more impact than a passionate story from a true believer! Producing video content is the closest you can get to word of mouth marketing, the most effective form of marketing there is.
In future posts, I’ll discuss some simple tips you can use to create quality, impactful video content to promote your brand. The important thing is to get started. Video is reaching audiences across every platform, and the sooner you begin, the sooner you’ll start reaping the rewards available to those who understand their audience in this ever-changing digital age.