This question comes up often when folks contact us about producing an explainer video:
“We are definitely interested in the explainer, the only challenge is the site keeps changing and by the time we create the video, it will be outdated. Your thoughts?”
It’s a legitimate question, considering the time and expense involved with creating an effective video.
We like to reassure our clients that their video will be timeless.
Timely videos focus on features, facts, and data. These things may build a good case for your product or service in the short term, but things like feature updates and new case studies can change how you do what you do and make the content of your video obsolete.
But here are three things that typically don’t change:
the problem you’re solving
why you’re solving it
The story of an underdog overcoming the bad guy is timeless. The story of conflict and resolution is timeless. The story of what motivates you to keep telling your story is timeless.
By focusing the content of your video on these timeless elements, your story will have longevity.
Yesterday I watched the live stream of the Startup Battlefield Finals at Disrupt NY, which included a six minute presentation by each team followed by a Q & A from the panel of judges.
During one startup’s Q & A, Michael Arrington asked a question (starting at 8:14) about how they’re differentiated from other food delivery services.
The presenter started saying, “This is really a full experience where we’re giving people a — ”
“Yeah yeah yeah…” Arrington interrupted.
In that moment, Arrington demonstrated how we all feel about a pitchy tone: we don’t want to hear it! We don’t want to hear the generalities and vague-eries or the “full experience” you’re providing. We see and hear that jargon all day long in a million different sales messages.
I just want to know how you can make me a superhero.
The power of story kills the pitchy tone of your content marketing.
Every great story has a setting, conflict, climax, and resolution. The setting is the world your target audience lives in, and the climax is the problem or inconvenience they’re facing. Sometimes people know this problem and are frustrated, and other times they don’t even know there’s a better way.
But through story, you can speak to people in a very human way and give them tools to conquer the conflict they’re facing.
And like we’ve said before, when the story you tell builds on someone else as the bad ass hero, it’s like you’ve given them super powers to change the world around them.
That’s not something people quickly forget, and it’s much more likely that they’ll brag about your product or service as a result.
Back to Arrington’s Q & A.
Through some questioning, the presenting team eventually took the focus off what they do and started focusing on their story.
Here’s the setting, conflict, climax, and resolution as I understand it: When health-conscious people want to eat out or order in, their service does all the work of presenting healthy options so you don’t have to think so hard about eating right.
A statement like that inspires people, don’t you think?
Recently this inquiry came to us from a potential client:
I’ve looked at about a hundred explainer videos and shortlisted you guys because I feel you’re not in the animated sales pitch business but craft stories that are genuine in tone.
Many things contributed to their success, obviously, but from the beginning Enigma held a strong belief that story matters, and when you believe that story matters, you find your voice and win the day.
Congratulations, Team Enigma!
Watch their video below or click here to view it on our site. You can also read an article about them on TechCrunch.
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What Our Clients Say About Us
Peter Zaballos, VP of Marketing, SPS Commerce
“The animation BLEW THE MINDS of 300+ salespeople just now. They loved it!!! Even better, one of the sales VPs just told his team he wants them all to memorize the script. That tells you just how spectacular the script is. Thank you so much for all the effort and for shrinking the schedule. It made a huge difference, and we so appreciate it. Really outstanding creative and production!”
Brian Boyle, MSN Video Productions
“More like What Now?… Exactly what we needed. Creative, competent, completion-minded people who listened deeply, responded with expertise, and collaborated in a way that made our little seed of an idea blossom into a beautiful video.”
Raphaël Guilleminot, Enigma (winner of TechCrunch Disrupt 2013)
“Your process really helped us distill the message to its bare essentials, which made for a convincing presentation. Thank you so much for being flexible and delivering on time and with a high quality deliverable.”