What Change Are You Trying to Make?
In 2013 when creating PWErhardt-media, I established the company’s goal as “Helping organizations create video stories to inspire change.” Seth Godin’s book “This is Marketing”, talks extensively about creating change. “What change are you trying to make”? This simple question is how we will start developing a video story that will guide our viewers on a journey, to find us and fulfill their needs.
To get the viewer to that point, begin by asking, “What do we want the viewer to think, feel, and do after watching? The “think, feel, do” statement is our benchmark for the entire creative process. It assures we are delivering the correct narrative and creative content. If any creative content does not address any part of our “think, feel, and do” statement, we need to change direction. The creative content and style we choose must connect to the viewer’s intellect and emotion to inspire the change we are trying to make.
In determining the creative content, we need to know our viewer’s demographics and psychographics. While gathering demographic data may be relatively easy, psychographics may be a little more challenging. Psychographics are the viewer’s personality, lifestyle, interests, opinions, attitudes, beliefs, and values. To help you get started, you may want to look at your current customer base as well as the competitor’s customers. Here are some questions to get you started. “What are the personalities of our audience? “What are the things they like – dislike? What do they like to do? What is their moral compass? This data can help us craft a video story that connects what we do or sell with the viewer’s persona and needs.
Using this process when creating an online training course is especially effective. Whether introducing a new methodology, lifestyle, or tool the goal is the same; the change you want to make is improving their lives.
“What change are you trying to make”? “What do I want the viewer to think, feel, and do”? Two essential questions to help you craft an effective, efficient, and economic video story.
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