There was a look of disgust on my face as I watched this video.
It was downright boring. It wasn’t doing anything good for the client.
This promotional video was going to loose him clients, not generate new ones!
I had been put in touch with a business owner who just couldn’t find a videographer he was happy with.
I was watching the video he was getting ready to use, but it needed a few tweaks.
I quickly realized there was something wrong with it.
It was missing something really important.
But I couldn’t tell what. It was shot with a nice camera. It had a great cinematic feel. The subject delivered his lines well.
So what was missing??
A great story.
The story was totally weak! It wasn’t compelling. There was no draw. It was just a person blabbing about themselves, and trying to promote a product at the end.
This is what I call Story-Poor.
And it was begging me for change.
So here’s what I did:
Focus the story on your clients
I took ALL the footage and shuffled things around. I put the focus of the story more on the clients of this business.
By focusing the story on the client of your business, you give your audience a seat in your race car, meaning a chance to try out the joy of being your client.
Now look, nobody cares how great you are, or what you sell until they decide it will benefit them.
“They don’t care how much you know, until they know how much you care.”
So pass the HERO role on to your clients (you hero-hog you).
Focus the story on overcoming adversity
By showing the adversity your client faces, you attract new clients facing similar adversity.
By showing the joy your client achieved working with you, you attract new clients who want the same joy. Make sense?
Your new clients then start to see you as their best option to cure their pain.
Then start piling on the benefits your clients had because they chose you, and you turn a good product into a No-Brainer!
I did this for my client here. I re-structured his story to show that he had overcome the pain their client was facing. That they were the mentor, and that their audience was the hero.
And you know what happened?
He was so ecstatic about the video, that he hired me to do a whole new series!
He just didn’t know he had it in him to be such a mentor to so many people, because he was too focused on himself.
If you want to tell a compelling story about your life or business (and you should), you need to make sure it’s not story-poor.
How do you prevent story-poor content? Apply these steps:
- Make sure the HERO is your ideal client
- Share with them how you have overcome their adveristy, or that you have the tools/knowledge to solve their problem
- Show them how by working with you, they will become the hero in their life!
- Leave a bright and positive comment or ask me a question below. You will get better looking if you do 😉
Anthony is a growing expert in Business Storytelling and Creative Director at UpMedia Inc. He’s spent 12 years making compelling content in mediums such as 2D and 3D animation, graphic design and video, and on award winning television shows and movies. He is committed to building humanity in the business world with storytelling.