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Why You Should Leave the Explaining to an Expert

When crafting a video to explain what you do, the most important thing you need is a great script, because whether your video is animated with stick figures, a white board drawing, or a screencast, it will be ineffective if people still don’t understand what you’re talking about.

This is rarely disputed, but some would argue that an “outsider” shouldn’t write your script. For instance, Neil Patel says,

The video company doesn’t know your business like you do. They don’t know what pain points your customers are experiencing.

Well, duh.

There’s a difference between a production studio and a team who knows how to unpack your story. The first would be happy to churn out an animation from your script cheaply and quickly.

But what many organizations need is someone to help them figure out what the hell to do because whatever they’re doing now isn’t working.

The bottom line is, a good consultant asks the right questions in order to understand your customers’ pain points and how you solve their problem.

For example, these are the challenges some of our clients have described:

  • It’s not a widely understood concept.
  • It’s difficult for non-technical people to understand.
  • Where do we start?
  • It’s challenging to be brief.
  • We don’t describe it practically.
  • We’re too heady.
  • We can’t get around all the lingo in our industry.

If your organization is facing similar communication challenges, hiring someone with an outside perspective is the right thing to do.

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2 Comments

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  1. Eric Hinson says:

    Jen,

    I just stumbled across your posts. Great stuff! I agree with you 100%. When I saw this article I was thinking, “Really? Because these engineers are doing so great at marketing already. I can see the video now…jargon, jargon, jargon”. If you want a cheap out that doesn’t work, try it yourself and hire a freelance motion guy. If you want success, hire a studio that does this for a living. Right? I’m glad it worked for him, but most don’t have marketing minds.

    Eric

  2. Jen Zug says: (Author)

    Eric,

    Appreciate the comment! I’m currently working on a project that includes marketing personnel (the project owner) and engineers (the subject matter experts). I find myself continually moderating and translating between the two in regards to the level of technical detail to include.

    It’s one of my favorite roles in a project. :)

    jen

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