Welcome to the blog, where I pretty much just tell you what I tell my clients on a weekly basis. This week, I want to talk about something we’ve all witnessed, but maybe haven’t thought about the reasoning behind it all. Personality… more specifically, the personality that you align with your business or organization.
It’s slightly different from “brand voice,” as that’s something fully curated to make sure all aspects of your company are on the same page. To help explain what I mean, let me describe the trends we’re seeing in advertising these days. Back in the 90’s and 00’s, we were all used to seeing hard-sell advertisements in video production, where they bombarded the viewer with pressure to ‘buy now’ or ‘you won’t see a deal like this again in your lifetime,’ or something of similar energy. Nowadays when you see something like that, if feels cheesy, right? These tactics absolutely worked back then, people lived fast and didn’t have time to doubt that the information that was being shoved in their face was legit. You want delivery? You’re getting pizza. You want a computer, you have Best Buy and they will tell you what’s best. Fast forward, we have an entire population of critical thinkers who have endless options and information at their fingertips. They thrive on being independent, and capable of making their own decisions, so the advertising world had to adapt, as with many other industries, but I’m not an expert in the other ones so don’t ask me how they did it.
How did we in the video production world adapt? We started creating advertisements and promotional videos that didn’t feel like advertisements. Selling that didn’t feel like selling. Products that people ACTUALLY needed instead of crap that doesn’t work but the salesman was good enough at convincing you. Sure, they made the sale back then, but they sure-as-shit didn’t get repeat customers. Now we advertise by opening up and letting people fall in love with a company, listen to a CEO talk about WHY they started it, the issue they personally had that led them to creating a completely useful product. The viewer watches something like that and instantly relates to that person, that issue, that reasoning because it’s something they experience. We’re using emotion to help sell, but the difference is we’re not ABUSING these tactics. We’re simply allowing our awesome clients to tell their awesome stories about how awesome their journey has been. From there, the customers make up their own minds.
The moral of the story is to just always be genuine. Make your company something you don’t have to lie about to get sales. Take away the pressure of buying now, and replace it with the loyalty of buying OFTEN. I assure you, the growth will be sustainable and rewarding 🙂
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Kidding…. but still…