Tip #2 for Creating Your Marketing Video

Don’t tell what you do. Show your audience what you do.

• This is a classic for all stories, from 1 minute videos to 2 hour movies. “Telling” means you gave dry information and haven’t involved the viewer emotionally; “showing” means you used specific details to describe the action, letting the viewer experience it.This is what makes the viewer believe in your story.

• Compare the following script examples for effectiveness: the spoken words “We are experts at automating enterprise contract management,” versus the imagery of a sleek vacuum-like machine (bearing company logo) rolling onto a landfill full of old paper, sucking it all up, and spitting out neat numbered stacks on the now clean ground.