"I'm uninterested in superheroes. I am only interested in real stories, real people, real connection."
- Jamie Lee Curtis
How does a video marketing blog start with a quote from Jamie Lee Curtis? Because that quote is a bulls-eye. That's a marketing philosophy mic drop from an actress whose most memorable scene may be an awkward mid-life pole dance for Arnold Schwarzenegger.
Connection is not made by beating your chest like you are the superhero going to save the day. Connection is made when you present your brand as real. It starts and ends with empathy, that ability to understand and share the feelings of another. That connection is made when your marketing shows your potential customer you know what's going on in their lives. Throwing around statistics, awards and accolades may work here and there. Saying you are the best and throwing up a bunch of videos and photos of your brand in the proverbial "fists on hips pose" may occasionally get some customers to act. More often than not though, when your brand is positioned as a guide that understands their needs; that's when a spark ignites the connection.
Define your business by the value you bring to your customer, not the product that you sell. It's not about your product or service, it's about your customer. Think about it, if you go on a first date, do you get to the second date by talking about yourself all night? No. You get the second date by asking a lot of questions and getting to know the other person. You make in investment in them and your date sees that.
It's not that different when it comes to video marketing. You talk to your customer and get to understand what they want and need. Ask them why they do business with you. You put yourself in their shoes. You empathize. Businesses who don't do this are trying to read their own label from inside the bottle. It happens all of the time. When we start off on a project and get to know a business, almost every single time, we discover something the business either dismissed or never even knew was something their customer valued about them. We do this by talking to their customers. We gain a whole new level of knowledge when we do this.
So we put this into practice when we took on a project for Bopworks. They are a small business that makes jazz drumsticks. You're probably asking yourself, "What's so special about drumsticks?" Well a lot actually and how did we find out what was so special? We asked a lot of questions of their customers and identified the problems drummers face when using regular sticks and how Bopworks meets these challenges head on. We make a connection by using a customer at the beginning of the message to say "Hey, I'm just like you and I found a business that has helped solve my problems." We didn't position Bopworks as a superhero. We positioned them as a company that understood their customers are real people with real problems and at the end of the day, the drummer having a great gig is the hero of their own life.
Media Masters is based in Austin, TX and produces video marketing content for small local businesses to large international corporations.