When a potential client comes to us asking to create a corporate video, we usually dig in deeper to find out what their main message is for their video. It usually sounds like this: “We want our clients to know that we are the best choice for them.” Often, the content flow looks like this:
- Let’s talk about our history and how it began.
- Let’s list all the benefits of working with us.
- Let’s show everyone our amazing facilities.
- Let’s showcase our awards.
While this content contains important information for all potential clients to know, it lacks something quite important: an element of emotional storytelling.
Information Tells, Emotions Sell.
Since the dawn of time, human beings have used the power of storytelling to convey messages. Stories of hope, of how the underdog has overcome challenges, of how life is short, stories that encourage us to never give up. Stories generate emotions; it helps the audience connect to the characters in the story and identify themselves through the journey.
Often times, companies create corporate videos to sell their services, but they tend to appear as commercials instead of stories that resonate with the audience. “But I don’t sell to end users; my potential clients are B2B.” Even if your potential clients are other businesses, the decisions are made by people who identify with emotions. If your video has an engaging story, it’s more likely that they will take action and contact you.
So if you are trying to create a corporate video for your business, ask yourself these questions:
How can this video help my clients?
- What story can my ideal clients identify with?
- What emotions do they connect to?
- What information do they value and will resonate with?
- What problems do they face?
- How will my business help them get to where they want to be?
Storytelling Structure
A traditional storytelling structure always has the hero in mind. This hero is usually faced with challenges that he/she has to overcome. After navigating through these challenges, the hero finally finds the solution (the climax) and reaches a conclusion where “all is well with this world.”
When you create a corporate video with a storytelling element, you are taking your client on a journey. A place where you understand their challenges and can provide the solutions that will bring them to the place they want to be. So it’s crucial to understand your target audience well. You are going to be their trusted guide in whatever industry you represent.
Focus on People
When you are telling stories about your business, focus on the people instead of the buildings or facilities. When Australian International School Malaysia (AISM) approached us to create a corporate video for them, we identified this important outcome:
They wanted parents to see AISM as the school of choice and enrol their children in AISM.
As a parent myself, I thought about what was important to me when deciding on a school for my child. It goes without saying that the quality of education and teachers is important to me, as is the method of learning and facilities that are made available to my child. However, the most important thing for me would be to have a support system for my child, to grow to be whoever he wants to be, and to achieve his dreams.
That was the thought that sparked the following videos. In the first video, two stories were highlighted: one was that of a graduating student who has been in AISM since she first learned to speak, and the other was that of a student who was just starting out at AISM. We contrasted these two stories: both sharing their journey, but at different stages of life.
In the second video, we recorded a voiceover narration from one of the students in AISM. While the script was written by us, the voice represents the hopes and dreams of all the students who have gone through the doors of AISM.
End with a call to action
Now that you have engaged your potential client through an inspiring or emotional story, the next thing to do would be to include a call to action at the end of the video. What do you want them to do? Would you want them to visit your website? Call to make an appointment?
In today’s age, there is an emphasis on authenticity in our brand messaging. Businesses that focus on authentic stories that clients care about tend to get more eyeballs than those who only shout out benefits. It is our hope that we can support you to build your brand as you continue to make a difference in your area of influence.
Would you like to start a conversation about how we can help create stories for your business?
