Welcome back to our series of discussions on what it takes to produce a highly effective commercial video. Thus far we have talked about the importance of determining your target market, then how to go about teaching your target audience.
To summarize – who are you talking to, and what do you need them to know in order for your business/service/product to make sense for them?
The Weirdness of Human Thought
As most of us already know, people aren’t the most logical creatures around. Quite to the contrary, humans tend to be prickly, opinionated, defensive, and a bit rigid in their thinking.
Even those of us who truly believe we are objective thinkers, aren’t. Study after study shows that both as individuals (psychology) and as groups (sociology), we act on our feelings and search for reasons that justify what we are doing or have already done.
1) Personal Psychology: A smoker will often convince themself that smoking isn’t actually harmful to them. Never mind the statistics, never mind decades of public information that everyone else knows…smoking doesn’t actually represent a health risk.
2) Group Sociology: Modern fast food proves daily that the average consumer will choose a sub-standard product given to them quickly, predictably, and cheaply over a product that looks better, tastes better, and is better for them.
Emotional Pull Trumps Actual Thinking
Think about that for a moment. As a business owner or marketer, you need to really understand that.
Where does that leave a company that is getting ready to have a professional commercial video made for them?
Sounds complicated, right? If people can rationalize smoking, fast food, the holocaust, and low-rise skinny jeans, what real hope do you have of interrupting that thought pattern long enough to deliver your message and have it stick?
Make Them Feel Your Message
“There is only one way…to get anybody to do anything. And that is by making the other person want to do it.” – Dale Carnegie, How to Win Friends and Influence People
People are creatures of feeling and emotion and want. Make sure they want what you have to offer.
- Highly educated audiences want to feel smart and admired (professionals);
- Family-based audiences want to feel the cozy love that family represents (church groups, towns);
- Audiences without a choice want to feel reassured that those in power are making good choices for them (schools, government, utilities);
- Young, hip audiences want to feel that their dreams are understood and attainable (clubs, education, dating sites, fashion)
If they feel your message, they’ll follow your message.
Yes, you should provide other information, like price points, convenience, credentials, etc. Information gives your audience reasons to follow what they want. It seals the deal that attraction starts.
How This Applies to Hiring a Video Production Company
“Think of every contact a customer has with your brand as the most important encounter of your life.” ― Dane Brookes, Content Marketing Revolution: Seize Control of Your Market in Five Key Steps
A professional videographer will not know your target market as well as you. It will be up to you to explain what you need to the videographer so that they can use the tricks of their trade to add high impact to your message and voice.
How would you like your target market to feel when they see your video or think about your company? Treat it like an SEO project – develop a list of keywords that you would like your audience to free associate with you.
Your videography company, once they understand your message, will bend all the power of their tools to creating that feeling for you. Those tools include:
- Color tone,
- pace in video editing,
- choice of music – or silence,
- depth of lens used,
- movement of shots,
- even simple things like how many people are on camera at a time.
All this (and more) added to the information displays discussed in last week’s blog come together to create the feel of a piece of video work. And that feel is the key to your success.
Remember, if they feel your message, they’ll follow your message. For a portfolio example of a commercial video that makes good use of pulling feelings from the viewer, check out our McKee AED video.
Stay tuned for next week’s blog, Video Objectives, Part 4.
Clear Summit Productions is a Colorado-based video production company that produces video for private, public, and non-profit companies. See our Portfolio page for some of our latest projects.