GET OUR WEEKLY INSIGHTS
Through The Noise
Useful articles for ambitious content producers and creative professionals who believe in building brands through amazing stories, delivered every Sunday.
HOW TO MATTER IN A WORLD OF NOISE AND DISTRACTIONS
No matter how much markets and technology will change, some things will remain the same.
We still buy things the people we trust are buying.
We eat in the places our friends say have good food.
We do things we see people like us doing.
We always had. We always will do.
Video is a great way to not just convey information, but to also build trust and relationships with audiences.
We all know that word of mouth is the most powerful form of advertising.
But word of mouth is not just driven by your most active and delighted customers, it's driven by anyone who has formed a strong opinion about you and feels connected to your brand's purpose and personality.
In order to create a well-loved, notable brand, businesses should invest in content that resonates with their audiences core values and identities.
This will build brand affinity, turning audiences into advocates who spread the word about your services and offers.
When it comes to creating a successful brand video, identifying your business’s values and purpose is key to determining which audience is best for your content.
What does your brand stand for beyond your products and services? What change do you want to bring to the world?
We believe the best videos say and stand for something unique.
The clearer you are about your product and what it stands for, the stronger the bond you will create with the customers you attract.
Those customers will see your product or service as better, more unique and important to them.
This is more than just finding "what makes you different".
It's about answering "why will this matter to my customers?"
Being different is important but it’s not enough. The goal is to be relevant.
Difference may get you noticed, but relevance is what creates loyal customers who spread the word about your services.
Relevant content will speak to people on an emotional level and resonate with their identity and culture.
To achieve this, you need to define who you're speaking to, what you're saying, and why they should care.
Your customer is experience a conflict. He is on a quest to reach his desired goal, but he is facing an obstacle in the way and your product is what could bring a resolution.
Those are the basic elements of a story, and if you learn how to use them your product will live in a league of its own.
Stories make ideas clear. People don’t tend to buy the best products and services - they buy the products and services that are easiest to understand.
Our brain has two operating systems: Fast (System 1) and Slow (System 2).
When we are using System 1, we respond to things immediately, using instinct and intuition. System 2 is when we have to stop and think in order to arrive at a rational decision. 95% of the times we are using System 1. Only 5% of the times we use System 2.
By appealing to both the rational and the emotional part of the brain, stories are able to activate both. They enable identification in your audience and are the most effective way to make them care about what you do.
Tell the story of the change you seek to make.
Tell the story of the transformation you can help them achieve.
Show them why this matters and who they can become by using your product or service.
While your competitors will be busy shouting at everyone, you will deeply connect with your ideal customers, inspire action and create word of mouth.
We use a proven framework to help you tell the right story to the right people.
If you want to learn more about it, click the button below.
You can choose to shout, or you can choose to matter.