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Explainer videos can make things appear simple when simplicity is most needed…

Recently we had the privilege of producing an explainer video (above) for a company that assists people with taking care of the affairs of recently departed family members. In the context of losing a family member, the need for information about their service being simple cannot be overstated. They turned to us to make a video that would make the viewer feel like using their service was a breeze, rather than forcing their already stressed prospective clients through a heavy, text based messaging process.

Frustration followed by solution. The ABCs of good marketing videos…

Irrespective of what you are selling, a good video should spend a reasonable amount of time talking about the problem and only when that pain is felt should it talk about the solution. In this project you can see this formula at work. The video starts by connecting the watcher with the pain (or potential pain) of not having their service, and then they announce their solution making the viewer feel like their burden has been lifted. At the end of the day, that’s why people buy things. To alleviate pain. In fact, studies show that consumers will do more to avoid pain than to gain pleasure directly. Make sure you are not afraid to let your viewer feel the pain. A video that chirps on about all the benefits without the context of pain preceding it is pointless.

 

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