How many people do you know who talk and talk and say nothing? I know quite a few, and frankly, I can’t wait to get away from them. You don’t want your promotional video to be the marketing version of that person. That is why your script must be clean and lean.
Simple Is Best
Whether you are using kinesthetic typography, animation or any other form of video, you want to keep things simple. Clean graphics, small ideas and a bit of fun keeps your audience interested and engaged. Try and imagine Intel selling their chips by explaining the manufacturing process; yawn! Nope, they use splashy pictures and a simple message; our products make your computer faster.
No Stuffing, Please
Content stuffing is providing way more information than needed. Your audience will disappear faster than free ice-cream on a summer’s day. If it doesn’t tell the viewer something important, eliminate it.
Don’t Underestimate Humor
Animation is fun to begin with, so you already have an edge. Inside jokes that relate to your topic are a great way to lighten the mood. Keep your pictures colorful, without going extreme. Use appealing characters and avoid neon markers, which are tough on the eyes.
Help Them Make the Connection
You want your audience to connect to your message. Do you remember the Dunkin’ Donuts commercial “Gotta Make the Donuts”? Now that was a person we could all connect with. Day in and day out he was driven to make the best donut possible, no matter how tired he got. Who hasn’t had to drag themselves to work on an off day?
By creating sympathy, Dunkin’ Donuts launched a marketing strategy we remember decades later. Link your product or company to a relatable emotion and you are on your way.
Make Your Design Team Work for You
When you hire a design team to help you create successful videos, make good use of them. Stay in touch, ask for help and suggestions and let them guide you towards a clean, well-written script.