Looking for a handy dandy guide on how to make your story more effective?
Never fear! Explainify has some quick-hitting solutions to get you on the path to a simple, yet powerful, story. Let’s get started:
1. Keep it Simple & Short – About 150 words is all you can pack into a one-minute script, so keep it simple. Also, simplify the visuals so people have time to retain what they’re seeing. Keep this in mind the entire time you work on your script.
2. Focus On The Script – Your script is the most important part of the entire process. Don’t forget that. Visuals are great and add a ton to helping people retain what they’re watching. In fact, studies show that if you only stimulate the auditory sense, people retain just 10% of what they hear. Stimulate both the auditory and the visual sense and you end up with a retention rate of 68%.
However, don’t over-stimulate people to the detriment of your storytelling. If your story is weak or unclear, they won’t continue watching and they’ll miss the audio and visuals altogether.
3. Keep Out The Jargon – This is probably the most common problem that companies have while trying to formulate their story. You don’t want to sound so complicated that people tune you out. Remember, all of your audience is human. It doesn’t matter if you’re business-to-business or not. A human will be watching your video and humans don’t have conversations in long, complex sentences. Most likely, they hear jargon all day long in meetings and want to watch a video to escape that. Look at the writings of companies like Apple or Starbucks: so simple and yet we all buy in.
4. Speak To The Right Audience – If you’re not talking in a way your viewers can easily grasp, you’re going to lose them. You speak very differently when selling to an enterprise executive than to the average consumer. You need to appeal to the executive’s bottom line and they typically need more detail to make a better buying decision. If you’re a new company that nobody’s ever heard of, you need them to know why they should use you (or your product) over the competition rather than going into detail about what you’re selling. You speak differently to a 10 year old girl than you would a 49 year old man, right? Think about your audience when you’re writing. Target the right person and cater your message to them.
5. Have Fun – The quickest way to grab attention and be memorable is to make someone laugh. Add something comical to your videos. But be careful not to push it too far. If your joke falls flat or comedy is overused, you’re likely to turn off your viewer. Subtlety is the name of the game.
6. Have A Clear Call To Action – Whether you think it’s obvious or not, some people don’t know what to do after they’ve heard your story. Tell them what you want them to do. Do you want them to sign up for your newsletter, go to your site, download your app, call you? Make it clear and it’s much more likely that they’ll do it. Your story, whether it’s your company’s story or your personal one, has the power to motivate and drive people to action. It can increase sales or cause people to turn away and lose attention. It’s all in the delivery. Simple is good. People understand simple, short and to the point. Try it and see how powerful it can be.