In a recent PermissionTV survey of over 400 “decision makers” in various industries, they found out what entrepreneurs expected video to do for them.

71% simply expect to reap increased brand awareness.
47% expect more lead generation.
44% think it will enhance loyalty/retention programs.
41% believe it will actually convert customers.
39% think it will improve service and support.

I am always asked one question when I teach on multimedia marketing: how much money can I make? I always tell them that the main reason for multimedia marketing is brand recognition, not sales.

Some people don’t recognize the difference between sales and marketing. Marketing helps increase visibility and awareness in general, whereas sales means someone reaching into their pocket and giving you their money. Sales results are much easier to quantify than marketing results.

How do videos increase brand awareness? If they are good, viral videos, they invite discussion and sharing. The more people that see and talk about the video, the better it is for the company who is branded on that video.

So what are you expecting your online audio and video to do for you? Have you experienced any direct results on your business? Have you heard more people talking about you? Have you had more sales?

I’d love for you to share your answer with me, so I can include it in my upcoming book, “101 Things To Do With Audio And Video (To Promote Your Business)”. So please feel free to comment on this article.

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First of all, the emphasis is on storytelling. The book “Made To Stick” by Dan and Chip Heath shares many examples of the power of a story. A plot with details that can evoke emotions and also connect to our senses is a powerful combination – one that will make people remember it.

But Michael W. Dean, the author of the article, goes into detail about the structure of the story being told, and explains how it is the basis for every movie we see in the theatres. His first main point is that a story must have CONFLICT, as it is “the essence of drama.” The conflict must be set up, delved deeply into, and then resolved.

In business terms, this equates to “creating a need”, explaining the problem which needs solving, and then providing a resolution. We need to show the conflict that is affecting prospects’ lives, dwell on it a while, so they understand the depth of the issue and the impact of not dealing with it, and then show how the conflict can be resolved into a happy ending. I know this sounds simplistic, but it IS the basis for most marketing and films.

Heck, look at the great viral video that J.C. Penney has put out called “Doghouse”. (http://bewareofthedoghouse.com/videoPage.aspx) Every husband (and some wives) have been in the doghouse (or put someone there) at one time or another. They know that, if they do the wrong thing, there could be penalties to pay, and those penalties could last for quite a while. This tells the story of the conflict for many, and the possible resolution for at least one offender.

So we have conflict – good and evil facing off. However, faceless conflict isn’t enough. There must be a hero who goes on a journey which is the bulk of the story. The hero has sidekicks and a wise mentor to help them on their way.

I think the hero here is your potential client, NOT you. HE or SHE has the opportunity to become the hero of their life by applying the solution you provide. YOU are the mentor, walking them through their dilemma and providing wise counsel.

You are secondary in this movie, which is accurate, because everyone’s life is a movie where THEY are the lead. Everyone else is an extra, including you and me. So don’t make your business videos about you – make it about THEM.

They also mention that the main character must be likable. If your client is the main character, how can you make them like themselves? A lot of marketers make their clients feel stupid, or scare them into feeling like they will miss something.

How about trying to empower your client by building them up and validating them? (reference to another great viral short video – http://podcastingstuff.blogspot.com/2008/12/best-video-i-have-ever-seen-makes-you.html) How about helping them feel good about themselves, telling them that they ARE capable of being a success, and that you want to help them? Remember, you are a wise mentor, not the enemy, making fun of their flaws and foibles, poking them whenever you can.

So the next time you create a video, keep in mind the things I am going to keep in mind from now on:

1. What is the conflict here? Define it. What are the implications of the conflict?
2. What steps can the hero take to resolve the conflict? Be the wise mentor and advise them every step of the way.
3. Clarify that your reader is the HERO in this journey, and that good things await them for taking this journey. Encourage them that they will overcome the conflict and be victorious in their mission.

I’d love your feedback on the application of this technique for marketing with audio and video? Do you think it is accurate and would work? Have you applied it? Can you share a video where you used this format? Please add a comment to share.