In these days of 24/7 connection and mobile everything, the impact of videos on sales and marketing is a no-brainer for marketers and sales reps. The question now is – how do you write a compelling whiteboard video script? That of course depends on your product or service and your target market to a large extent. Children will respond differently from PhD engineers to different styles, length and content. Certain key elements of a video remain constant, however, if you want to reach your intended audience and convince them to buy.
In the first few seconds of your video, you have to connect with the audience. Convince them that you understand their pleasure or pain point and that your product or service fits their need. Even for kids, this is the “hook”. Disney might lead into a promotion for families with a kid meeting Mickey, then show Disney World full of kids and families with smiles on their faces. You can visualize the young viewers salivating over the moment, then running to strong-arm their parents. The exact same thinking applies for the PhD engineer. Show them the thing they want want most – a beautiful suspension bridge over a gorgeous river, solving a community traffic problem, then a team intently mulling over a set of plans. From there you use story to engage, entertain, and educate.
Now you fill in the details within a logical framework. What’s are all the steps needed to get to Disney World? Which comes first? What kinds of obstacles might you run into and how can each one be addressed? Where will you stay and what packages are available? What’s included and how much? What about travel, and how long should we stay? Kids might not care so much about those details, but their parents, the buyers do. Remember who the video is intended for – the influencers (kids) and the buyers (parents).
In the B2B setting, the doers (engineers) might be looking for software to help them build bridges better, and the buyers (CFO for example) might be looking for increased productivity, faster turnaround and higher profitability. You will want to stress the buyer’s and influencer’s points of view in telling your story.
Recap the benefits in a short summary and use a sales lever, like letting them know that time is short, or if availability is scarce. This offer expires today! Show people smiling, kids having fun, engineers giving each other high fives as they look out over the bridge. Give them a view of how happy they will be to buy from you.
Call to Action
Once you’ve presented your case, you should tell them what they can do next to obtain your solution. That’s the whole point of your video. Tell your viewers how to sign up or call for reservations or where to buy your product.
Whiteboards Make it Easy
The basic concepts of constructing a compelling sales and marketing video are easy enough to grasp, but what about the execution? Unless you’re an experienced video script writer and producer, your video may lack the professionalism and coherence to really work. Sure there are plenty of handheld amateur videos that go viral, but how many of them are designed for increasing sales? A great alternative is to tell your story on a whiteboard using video scribing. Kids and adults will feel right at home with your story as it unfolds on a whiteboard. Make sure your video captures the essential elements, and you can create a memorable and effective sales tool that has a great chance of going viral and generating sales revenues.
It’s easy to think that GLYPHS are the same as GIFs or Emoticons, but there’s more we can do with them. We’re glyph-fanatics, and we’re happy to spread our glyph knowledge with you.
In a sentence, glyphs are simple, meaningful images that animate as if drawn, and when used to create videos, they increase user attention and message retention making them fantastic for marketing videos, corporate communications, training videos, and especially social content.
Let’s break it down.
Glyphs enhance communication.
To understand exactly what a glyph is, you have to know how they’re used: Glyphs are used to aid and enhance communication. Communication is the successful transfer of information, and glyphs enhance this transfer by breaking down verbal language barriers. Using glyphs to makes the transfer of information easy and effective, as we are able to clearly show what we would like to say.
Glyphs are simple.
No really, they are simple images that animate as if drawn. Glyphs are made using a thick black line with limited ink. This keeps glyphs simple and easy to understand. Detailed visuals can be confusing and create barriers for people trying to gain information. Simple communication is often the most desirable. Since glyphs enhance communication, they should be simple as well. This simplicity is what makes glyphs so powerful.
Glyphs animate to communicate information in the most effective way. Their animation captures your attention and spurs curiosity in the brain. Just as body language enhances verbal communication, the animation of glyphs enhances visual communication. Additionally, glyphs animate the way they are drawn. When you draw an Apple glyph, your apple will animate exactly the artist drew it. Animating glyphs in this way is natural and pleasing to the eye, further improving the attention of the viewer.
Glyphs are meaningful.
Glyphs are meaningful representations of words and contexts we use every day. Each and every glyph is associated with a word or context to give it meaning. This association connects glyphs to verbal language, making them powerful in better retention of your message. This makes it easier for communication across language barriers as well.
While you may not know someone else’s language, you are able to successfully communicate by showing what you would like to say with glyphs. For example, if you would like to communicate “giving someone an apple” to an acquaintance who does not speak the same language as you. You would be able to successful communicate using a “giving” and “apple” glyph. This will successfully communicate your message.
Glyphs are universal and personal.
Anyone anywhere can create glyphs. Yes, even you can draw a glyph right now. Every glyph you draw is a personal representation of how you experience and understand the given word and context. This makes glyphs personal. Glyphs are also universal, as others may agree with your glyph and its meaning, making it a universal representation of that word. Glyphs are universal and personal, global and local. They unify communication while recognizing our cultural, geographic and personal differences.
Glyphs are powerful.
Glyphs are the future of Global Communication. There can be a glyph for any word in any language, in a way that is much more attuned than a GIF or emoticon. That is what makes glyphs so powerful! En masse, glyphs create a Global Visual Language that advances and enriches communication around the world.
At TruScribe, we’re big on the power of stories. Whether you’re using these carefully constructed tales to sell, to inform or to achieve some other purpose, there’s no doubt in our minds that presenting information in this manner is one of the most effective ways out there to ensure that your point is understood and retained.
But what is it that makes the storytelling process so engaging? In fact, there are a number of different factors that bring about this result…
We’re conditioned to learn lessons from stories.
First, it’s worth recognizing that, as we grow up, we often learn important lessons through stories. We’re taught not to lie based on the tale of “The Boy Who Cried Wolf,” and not to stray from our parents as the unfortunate “Hansel and Gretel” quickly learned.
Throughout our lives, the lessons told in these stories were reinforced through real world experiences and information, conditioning our brains to respond strongly to this particular format. As adults we often overlook the role stories play in our lives. The reality is that when stories are used, we’re more likely to listen. Past experiences have shown us that good things come to those who pay attention.
Our brains prefer that patterns be completed.
In addition to understanding these mental reinforcement patterns that occur, we need to look at the school of Gestalt psychology – which focuses on pattern recognition – to understand what makes the process of storytelling so compelling.
On a basic level, our brains love to identify patterns – but when we do so, we want to see them completed. In the case of storytelling, once a story begins, it is this part of our brains that encourage us to sit still until the ending is resolved, as leaving the pattern uncompleted produces a sense of cognitive dissonance.
“Transportation” makes our thought processes more flexible.
Besides these two psychological processes, social scientists recognize something called “transportation,” which occurs when we become involved with a story line.
Essentially, when we’re “transported” into a story, we become more amiable to new thoughts and less likely to question details that don’t match up with our past experiences or real world knowledge. If a presenter says something we otherwise wouldn’t agree with, we’ll be more likely to let the discrepancy slide when listening to a story than we would be when presented with the same information conveyed in a different style.
For sales people and educators, “transportation” is critical. Too often, initial resistance – whether seemingly justified or not – derails message delivery before it can even begin. In the case of sales pitches, being able to overcome the skepticism potential customers often bring to meetings is an absolute must when it comes to connecting with buyers and closing sales.
As a result of all these different factors, the power of storytelling makes prospects and listeners more willing to engage with and accept the message being delivered – ultimately increasing the effectiveness of the overall story and the person sharing it.
To learn more about the processwe use at TruScribe to develop a compelling story for your company’s message, send us an email at GetStarted@Truscribe.com. Our goal is to set your message free, and we’ll show you exactly how the use of stories in the whiteboard selling is the ideal way to achieve this objective.