How to Be Serious with Video Marketing

There’s a difference between a video that has a serious tone and one that’s just dry and boring. Successful marketing videos create emotional connections by helping viewers identify with the struggles of the people or images on the screen.

A serious video should make the case for an important topic, in a way that establishes the urgent nature of the prospect taking action. The intensity of the drama needs to match the intensity of the urgency at hand.

For example, a hungry college student may feel the urgent need for pizza, but a serious video emphasizing that plight in a way similar to a video about starvation in Africa would either feel inappropriate or be considered a comedic spoof.

The challenge in making serious marketing videos is that, ultimately, you’re trying to sell something and the customer knows it. Outside of serious medical, emotional, or societal issues, most products and services aren’t critical. If you push too hard and too often with serious content, a prospect can become numb or dismiss the urgency of your approach.

Before you take a serious approach, ask yourself these questions:

  • Will the prospect believe that this issue is important?

  • Will the prospect believe that this issue is urgent?

  • Can the video story be presented realistically, without melodrama?

  • Can the prospect use my action to resolve the issue?

If the answer to these questions is yes, a serious approach may be valid. Just be careful not to let the prospect think that you’re crying wolf.

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