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How to Establish a Customer Connection with Video Marketing

The easiest way to connect with prospects emotionally in video marketing is to use archetypes. Some examples of these common types of characters who everyone understands are the busy parent raising a family, the grumpy old relative whom you rarely see, or the overbearing boss.

You have only a short amount of time in which to make an impact on viewers and convey your message. Using archetypes in your concept gives viewers information and lets their brains, and their memories, do the rest of the work. By having in mind an archetype that shares the emotion of pain with a prospect, you can build a world around that person to communicate the message.

The use of an archetype moves you at least 50 percent of the way toward an effective marketing video concept. After you choose an archetype, however, answer these questions to determine whether your character connects emotionally and to help flesh out the character's depth:

  • Does the archetype you chose for the main character represent your typical prospect?

  • Are your prospects familiar with the cultural aspects of this particular archetype?

  • Can this archetype represent your message effectively?

Videos that don’t consist of live action, such as in blogs and webinars, can use archetypes effectively by way of images or storied references. Even basic demonstration videos can become more memorable by triggering emotional metaphors in viewers.

For example, if your video explains how to use a piece of machinery safely, you may refer to learning to drive and then walk viewers through a safety checklist that’s similar to double-checking their mirrors and seatbelts. Every bit of emotional context that you provide increases the memorability of your video.

You can use archetypes for characters other than the main character in your video. The more archetypes you use, the more information you can transmit, and in a shorter period. After you choose the main character, make a list of possible supporting characters who may be able to help tell your story. Often, side characters carry the important marketing message that accompanies the story.

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