Sometimes entrepreneurs make things harder than they need to be, like marketing, for example. Marketing is pretty simple when you put it into practice: discover the emotional value inherent in what you sell and present it in a memorable way that sets you apart from the competition. What can be so difficult? Of course, we all know that the devil is in the details, and implementation is the sharp end of your fork.

Those who know our work, or have read our articles, know that we recommend video as the best strategy to achieve your main marketing objective: to deliver a memorable and differentiated message that highlights the emotional value of your brand. And if you follow the trends, you know that video is spreading around the web like cream cheese on a freshly toasted bagel – unfortunately a good chunk of that cheese comes in a mild-flavored homogenized package that makes little impression.

Some time ago we created a series of articles called Killer Campaigns that featured excellent commercials and pointed out the methods used to make them effective. In this new series, Killer Video Techniques, we’ll show you some cutting-edge methods we use to create memorable and differentiating marketing messages.

It starts with words

The best place to start is at the beginning, and it all starts with WORDS. Let’s face it, we don’t live in the Golden Age of Articulation. The era of communication generated by the Internet and its craze for social networks has created a Tower of Babbling. The eloquence, clarity, and emotional impact of Churchill, Roosevelt, Kennedy, and Martin Luther King have been replaced by IM abbreviations, fifteen-second bites of sound, and 140-character tweets, all at a mile a minute, all talking. at the same time, and for the most part without anything useful or relevant.

If you can’t articulate your message in a meaningful way, then you’re in trouble right from the start. You may think this is old-fashioned, but the words DO have meaning. The blurring and confusion of what makes marketing and sales different has led to a generation of entrepreneurs and executives who cannot produce or deliver a finely crafted statement of who they are, what they do, and why customers should care.

The problem is often hidden because you can get away with it when you’re face-to-face, but remove physical presence and human interaction from the equation, like on your website, and you’ve got a new ball game. This is one of the reasons we highly recommend a video web server, but that’s a discussion for another time, now we want to focus on words, because words can make your marketing dreams come true or they can create your worst advertising nightmare. .

You’re looking at the wrong mentors

There are endless articles, loads of statistical analysis, and countless essays and white papers on how businesses should use the Web to their advantage. And, like much of business writing, it focuses on large, high-profile corporations as a source of expertise and smart business strategy. Well let me tell you a little secret, most of these big businesses are poorly managed and creatively and intellectually bankrupt. Most are based on past successes from a bygone era and consumer inertia. Ultimately, big business is about power and money, not experience and innovation. Are there exceptions, of course? Am I being harsh, probably? But the bottom line here is that you need to take a closer look at what actually works and why, unless you have a ton of money available to bury your competition and flood the airwaves with endless repetitive nonsense seeping into the consciousness of the users. viewers like some mind-altering alien drug.

Kinetic typography

Now some people are thinking, when the heck is he going to get to the technique? Why don’t you give me the vignettes? Why? Because if you don’t understand why you are doing something, you shouldn’t be doing it. And if you don’t know why things work, you won’t know how to fix them when they don’t.

People are busy and the pace of business is fast, but if you don’t take the time to understand how and why things work, you will lose a lot of time and money. This also applies to your customers. They need to be attracted and motivated enough by your video presentation to absorb your brand message. If customers don’t understand who you really are and what you really do, they will never be satisfied customers.

So here it is, Kinetic Typography, an exciting and innovative video technique that combines the power of sight and sound to deliver a meaningful and memorable message based on the power of words.

The technique has its origins in motion designers who took famous movie monologues and animated script words for visual emphasis. It’s a simple idea, but a difficult one to execute, and when done right, it’s a powerful method of getting a marketing message across. It is a technique that will access the verbal and visual memory centers of your audience’s brain and create the brand recognition that is the goal of any marketing initiative.

Why Kinetic Typography Works

Kinetic typography penetrates consciousness because dynamically presented spoken and written words act as mnemonic devices that reinforce each other. Don’t be fooled into thinking that the visuals alone will make up for any shortcomings in the script. Your words create a framework of language that defines your brand; creates the context within which you can communicate with your audience; and it allows you to take ownership of those words, limiting the ability of your competencies to feed off of your marketing efforts. In short, words have meaning, words can move you, move you to action, and isn’t that what marketing is all about?