Monday, February 14, 2011

Some Thoughts on Creating A Core Message Video

There are times when you want to communicate a specific message. It could be a lesson, a concept or a point of view. Advertisers do this all the time so we can be inspired by using their techniques for a higher purpose.

I like to reverse engineer hard to understand concepts so this is what I've come up with as a jump off point to help creating tutorials and example videos.

To create a core message video you need to know:
  • What is it that you want to communicate?
  • Why is it important?
  • Why is in it for them?
  • After viewers see the video what do you want them to do with the information?
Basic questions that can be applied to writing, audio podcasting or education videos.

What Is Your Payoff?

What do you get out of creating this video? It could be to please another person, make money, get the message out but there has to be a compelling reason why you decided to do this video. If not then it can become a pain.

Your payoff has to be greater than the pain of putting all the parts of the project together.

What Is the Story?

Can you state the concept of the video in 30 words or less? What your project is about? If you can do that goes a long way to making a video. Sure we can be inspired by an idea but you have to convert the idea to a reality. How do you do that?

For some folks text or pictorial outlining is very important. Others can internally map out what they want to do (so they say). It doesn't matter what your process is. It is more important that you have one.

Ask anybody that has experienced the questionable joy of having a leader who demands stuff to be done but doesn't have a clue as how to begin or wrap it up.

Yes, it is a special kind of hell.

Call To Action

After folks see the video what do you want them to do?
  • Apply the lesson
  • Tell a friend
  • Save the world
So basically a core message video has a specific structure that tells a story. That story will communicate information or a connection you are supplying to the viewer. There is an exchange of content.

A viewer should receive a benefit for investing time in watching, i.e. a skill, concept or pleasure. You'll have no control over that but if your message is clear there will be an information exchange.

Try it out. Critically listen or watch a commercial. Advertisers do all of the above and in under 30 seconds. There is a method to the madness.

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