Sometimes business people make things harder than they have to be, take marketing for instance. Marketing is pretty simple when you are getting as a result of it: discover the emotional value inherent with what you sell and present it in a memorable manner that differentiates you against your competitors. So what can be so hard? Needless to say we know the devil is within the details, and implementation could be the sharp end of his pitchfork.
Those that know our work, or that have read our articles, understand that we advice video due to the fact best strategy to achieve your major marketing objective: delivering a memorable, differentiated message highlighting the emotional value of your brand. And if you follow the trends, you know video is spreading throughout the Web like cream cheese on a freshly toasted bagel, unfortunately a lot of that cheese is available in a bland tasting, homogenized package that produces little impression.
A while back we created a number of articles called Killer Campaigns showcasing great commercials and pointing out of the methods used that made them effective. In this new series, Killer Video Techniques, we will show you some cutting-edge methods we used to create memorable, differentiating marketing messages.
It Starts With Words
The best place to begin with has reached the beginning, and everything starts with WORDS. Let's face it we usually do not reside in the Golden Age of Articulation. The communication era spawned by the world-wide-web and its own social media craze has created a Tower of Babble. The eloquence, clarity and emotional impact of Churchill, Roosevelt, Kennedy, and Martin Luther King have been replaced by instant messaging abbreviations, fifteen-second sound bites, and 140 character tweets, all coming at you a mile-a-minute, all talking as well, and also for the most part empty of anything useful or relevant.
If you can't articulate your message in certain meaningful manner then you definitely're in some trouble from the 'get-go.' You may be thinking it is old-fashioned, but words DO have meaning. The blurring and confusion of the thing that makes marketing and sales different has resulted in a generation of business people and executives who cannot produce or deliver a finely crafted statement of who they really are, whatever they do, and exactly why customers should care.
The problem is often hidden since you can get away with lots of blather when you're face-to-face, but eliminate the physical presence and human interaction through the equation, like on your website, and you also've got a whole new ball game. This is a primary reason the reason we strongly recommend a video clip Web Host but that's a discussion for the next time, now we should focus on words, because words can deliver your marketing dreams or they can create your worst advertising nightmare.
You Are Looking In The Wrong Mentors
You can find endless articles, piles of statistical analysis, and countless essays and white papers as to how business should make use of the Web to its advantage. And like a lot of business writing it focuses on much talked about major corporations while the way to obtain expertise and savvy business strategy. Well, let me let you in on just a little secret, most of these big companies are badly run and creatively and intellectually bankrupt. Nearly all are operating on past successes from a bygone era and consumer inertia. In the end big company is about power and cash, not expertise and innovation. Are there any exceptions, of course; am I being harsh, probably; but the bottom-line listed here is you need to look more carefully at what really works and why, that is until you have endless stacks of cash open to bury your rivals and flood the airwaves with endless repetitive drivel that seeps into viewers' consciousness like some alien mind-altering drug.
Kinetic Typography
Now some people are planning, if the heck is he planning to arrive at the technique. How comen't he just give me the bulleted points? Why? Because if you do not understand why you're doing something, don't be doing it. And if that you do not know why things work, you won't understand how to fix them once they do not.
Individuals are busy, therefore the pace of business is fast, however, if you don't take care to know how and just why things work then you are likely to waste considerable time and cash. This applies to your clients as well. They have to be attracted and motivated enough by your video presentation to soak up your brand message. If clients hardly understand who you are really and that which you really do, they will certainly never be satisfied customers.
So here it really is, Kinetic Typography a fantastic, innovative video technique that combines the effectiveness of sight and sound to deliver a meaningful, memorable message in line with the power of words.
The technique has its own origins with motion designers who took famous movie monologues and animated the words of the script to provide visual emphasis. It is an easy idea, but tricky to execute, so when done well, it really is a powerful means for delivering a marketing message. It really is a technique which will access both the verbal and visual memory centers of the audience's brains and create the brand recognition that's the aim of every marketing initiative.
Why Kinetic Typography Works
Kinetic Typography penetrates the consciousness as the dynamically presented spoken and written words act as mnemonic devices reinforcing one another. Do not be fooled into thinking that the visuals alone could make up for almost any deficit when you look at the script. Your words create a language framework that defines your brand; it creates the context within which you are able to communicate with your audience; plus it lets you take ownership of these words thereby limiting your competitions' power to feed off your marketing efforts. In short, words have meaning, words can move you, move you to definitely action, and it isn't that what marketing is all about?
