Manley Creative Team

Your Marketing Video is About the Story, Not the Facts

May 4, 2017

The average brain sees tens of thousand of words on screen every day. That’s a lot of information to process. Which do you think has the most staying power: carefully chosen words and facts, or short, visually impactful video stories?

Your brain processes images 60,000 times faster than it does text. Video content has enormous advantage over text. And the content of your video matters even more.

We don’t produce words on a screen. We tell stories that evoke emotion. Every client has stories to tell. Our job is to dig until we find them. Everybody has a story to tell if you know how to interview and ask the right questions.

Many businesses and organizations we talk with start off fixated on facts, opinions, or customer reviews, such as:

  • We’re the best in the business as rated by ____________.
  • Our services are less expensive than ________________.
  • Visit our showroom for the best value in ______________.
  • I had a great experience at _______________ and you will too!

All of these statements may be true, but facts and opinions are not marketing. They’re lacking in the most important aspect of marketing: storytelling and emotion.

Our brains crave a good story far more than it craves words. We process infinitely more visual content than words alone. When we work with new clients, we approach our first creative sessions from a storytelling point of view. The only time stats, customer reviews, and facts about the business are truly useful to us is when we tell the story that created them.

The Fiesta Bowl, one of our clients, is a great example. We could tell you that Fiesta Bowl Charities donated $2 million dollars to charities in Arizona. We could tell you that the Fiesta Bowl Museum is packed with memorabilia. We could tell you the Fiesta Bowl Parade draws 100,000 spectators. But that’s not how we roll. Every video we make is about impact, not facts and figures.

For Fiesta Bowl #46, we tell the stories of countless teachers, communities, organizations and dozens more charities and organizations in Arizona. We can show you the history of yellow jackets and women’s fashion throughout the years. We can introduce you to the heroic side of the Fiesta Bowl when the teams themselves work with local organizations to to make an impact in the community.

If you’re stuck in a marketing rut and you can’t figure out why response to your video marketing is underwhelming, you might be missing the story that evokes emotion and response. Get in touch with us. We’re experts at finding your story and then turning it into memorable content designed to inspire those who see it to take action.

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