In the previous post, we compared three insurance television ads and closely examined their unique approach to delivering their messages. As a brief addition to that post I just wanted to say that the reason why an artfully crafted video works far greater than a video which merely presents information matter of factly has to do with the way we as people are programmed.
All of us in the human race, even those among us who are of the logistical, number crunching variety, are emotionally driven creatures. We are built to be inspired, excited, fearful, and joyful. All of history’s greatest communicators understood this and they made use of this fact whenever they had something to say. You should too.
I am not saying that your viewers must burst into tears or shouts of jubilation when they watch your video. After all, emotional responses elicited from corporate marketing efforts are much more mild than that, but emotion is still a factor and it can range from feeling excitement and relief in finding a solution to a problem, to feeling inspired and energized by a corporate image piece.
Keep this in mind as you plan out your videos and you’ll find a whole new level of video effectiveness being opened up to you.
