Matt Sullivan: Educating entrepreneurs about the power of video
One of the earliest memories I have from elementary school is a “show and tell” I did with books from our school”™s library.
I was determined to show my classmates and teacher the exciting world of “Universal Studios”™ Monsters.” As I flipped through several orange and black jacketed books, all adorned with black-and-white pictures of Dracula, Frankenstein, the Mummy and the Wolfman, I was delighted to see the shared enthusiasm in the eyes of my classmates. For the better part of 30 years I would continue to do the same thing. Only my storytelling method would change and ironically adopt the same format as my silver-screen cohorts.
What I learned at a young age is that we are visual beings but the “tell” was less constructive without the “show.”
When I began my work in community media I was initially excited by the concept that I now had the ability to help tell real stories about real people in our community. This was a stretch from the fictional characters I helped bring to life in shows like “24,” “House” and “Castle.” And while those experiences were rewarding in their own way, I was able to connect differently when it came to “real life.”
What makes video so powerful is its ability to harness many art forms and create real emotions in its audience. That same emotion can be the driver for your business.
Video content can be approached and interpreted in myriad ways. But the “maker” should be conscious of all the tools they have at their disposal. This starts, in our case, with the message. What is it that you as a business owner would like to convey? What is your strongest “story” to tell? And lastly, why should I, the viewer, pay attention?
Telling our stories may seem like a daunting challenge. But through good planning and pre-production, we begin to watch all the pieces come together. Perhaps you own a hardware store and the store has been in your family for generations. When thinking about your message, what are the emotions you want your viewer to experience when they watch your video? Perhaps it”™s trust, reliability. If you”™ve been around for 100 years somebody must like you.
Working for a nonprofit organization, we have a mission statement. But we need to exceed that mission statement and create a set of core values that trickle down to everyone. From our board members, to our staff, to our volunteers, there needs to be a collective understanding of what our organization stands for. What are your business”™ values and how can you “show” those to your audience?
When selecting a video producer for your content, it is important to know how you want your audience to “feel.” This will direct the conversation with your video producer/director and set the overall tone for your piece. Are you an organization that helps others? Then perhaps you want your video to be inspiring. Are you a business that sells sporting equipment? Maybe you need an energetic vibe.
Music is one of the strongest mechanisms we possess in our video toolbox. It works on a cognitive level to influence the emotional impact and interpretation of the story being told.
Think of Steven Spielberg”™s film “Jaws” for a moment. If we extract the brilliant score by John Williams, are we as audience members as terrified when we see the woman swimming alone in the ocean at the beginning of the film? Of course not!
Great audio-visual storytelling combines two powerful mediums and makes a larger splash. The same is true when we tell the stories of our business. Leveraging a score to coincide with the emotions of our story will only make our message stronger.
Utilizing video to connect with our audience and customers is essential in our digital world. According to a recent article on Forbes.com, “Video is projected to take up more than 80% of internet traffic this year alone.” Each of us has a story to tell. Start telling yours today.
Matt Sullivan is a filmmaker and executive director at LMCTV in Mamaroneck. He can be reached at msullivan@lmctv.org or 914-381-2002, ext. 202.