Like anything creative, we constantly hear that what separates the awesome from the average is all in the details.
When it comes to creativity in marketing though, the details that matter to you aren’t always the details that matter to your customers.
This is particularly noticeable in the world of demo videos and even more specifically, videos for highly technical products and/or people.
It all comes down to left and right brain details.
Examples of left brain details:
- how something works
- how something was made
- most acronyms
- practical
- safe
- any word ending in bytes
Examples of right brain details:
- those things called feelings
- why something was made
- symbols and images
- imagination
- “big picture” oriented
- any word ending in sea monkeys
For these technical products, once the idea is initially conceived, the creation of these products involves months and sometimes years of left brain work. The right brain definitely gets included in the development but it’s mainly a left brain party.
In the marketing world, however, consumers don’t fall in love with products for the size of their kilobytes. They fall in love with them because they trigger a funny feeling in their bodies. They get marketing butterflies.
This doesn’t mean there are zero left brain details in a Grumo video but this is a right brain party and it’s way more fun. So bring protection.
The goal of our videos isn’t to tell your customers everything. It’s to tell them just enough to capture the heart of your product, which will then compel them to want to find out more.
In other words, don’t bore them with left brain details in your video. Bore them with those details throughout the rest of your website once they’re attracted to you.
Left brain details will help you sustain a customer relationship but you’ll never get a first date if your video doesn’t have a heart!
Article crafted by the right brain of Dan Nelken. Dan is a creative director and writer at Grumo Media with over 10 years of experience working for some of the largest advertising agencies in Canada. You can follow him on Twitter at @dannelken.
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