How do you use storytelling and emotion to connect with your viewers?

I’ve been in marketing and media for 4 decades and I believe that the use of video in digital marketing is the pinnacle of effective communication. Consider all of the emotions that potential customers need to consider in decision making. These were emotions that could be fostered slowly through the sales journey in the recent past. “The advent of technologies and the behavioral changes of consumers is now at lightning speed.” Video gives us the opportunity to allay fears and create a feeling of security and trust all at the same time. This is crucial to secure the action steps a customer must take to move from casual interest to ready to purchase.

I found that testing different formats is a good idea. The audience may best respond to an animation or maybe a slide show format. It's also important to remember accessibility. Think about the colours you are using and the speed of the text on the video, some people don't read as fast as others.

You can't underestimate your audience needs. Remember, when your solution/product/service is solving a problem tied to their success you'll have their attention. Start with these questions to understand the audience: "Who is our customer?" "What experience(s) are they craving for or what problems are they solving for?" "Why do are customer have these needs/demands?" "How does our offering meet these needs?" Once you have a solid understanding of needs, then ask yourself these questions about your video: "Are we thinking big enough?" "Are we setting our offer standards high enough?" "Is are content diving deep enough into our customers needs?"

I often teach young marketers how to reverse engineer their thoughts to see things through the eyes of the customer. We decide how we want to present our products but the real questions are how do our customers want to receive a message that is relative to our products. Asking ourselves these questions prior to going with ‘good ideas’ quite often can enable us to make subtle or dramatic changes. Lets face it in relationships there are some that are ‘love at first sight’ and others that form as ‘they grew on me’. What is the best approach for your marketing? Do you want them to be instantly in love with your product or service or inquisitive enough to pursue a ‘second date?’

I don't choose anything. I just am who I am (sounds like "Popeye"). There's no choice in telling the truth. People can read that. Your message is clear. Your message is profound as a result. People call this being "authentic." Sometimes it feels funny when it's highlighted as "being" authentic - it's almost as if you are forcing yourself to be truthful to yourself and everyone around you. Instead, just do what feels right and follow down paths that make sense. Lead with your heart. Aim with your mind. And the people who follow will be your "peoples" and life (and business) will be fine.

I've found that authenticity in conveying emotion through storytelling is key paramount. If you don't have authenticity, then you have nothing, and your audience will be able to tell. However, before the audience experiences your story, you should be able to feel something from the story. In other words, if your story doesn't strike the authenticity cord for you, then chances are it won't with your audience.

I agree so much this. Each platform gives you a way to creatively blend your marketing and customers are most at ease with formats that match their expectations.

I recall the line well we test, we learn, we grow. This is a perpetual cycle. I speak to so many customers who tell me: “I tried that once and it doesn’t work”. I remind them that a baby often falls after its first steps. We would all be crawling if we followed their logic of trying something once.

You've nailed the importance of storytelling and emotion in video ads for capturing viewer attention and creating a memorable connection. As Chief Strategist at SLAM! Agency, I can attest that optimizing video ads for different platforms and measuring performance are crucial. A recent ad that caught my attention connected emotionally and visually, making it unforgettable. Keep sharing valuable insights!

This was an excellent article. Im glad people are continuing to learn best practices in talking to their customers, identifying needs, and assisting them in making sound decisions.