Video Marketing

Ditch the Marketing Jargon. Use Explainer Video

Shawn 01.08.2014

People don’t brag about “shifting a paradigms,” so neither should you. Ditch the marketing jargon and use explainer video.

Images like Hugh McLeod’s above, make us laugh, but they address a crippling trend in marketing – namely, the loss of the human element in the equation. The increasing reliance on analytics to evaluate metrics, (there’s some good jargon for you) have replaced caring about the people that use the product.

Marketers hide behind acronyms and confusing language, but what’s worse is that they’ve become so immersed in marketing jargon they’ve forgotten their one simple goal – to reach people. Luckily, explainer videos are cutting the industry-speak out of marketing, one script at a time.

New technology is changing the way we gather and process data, but what this wealth of information is uncovering is that straight-forward product explanations drive conversions. Essentially, “tell me what to buy – and why – and you’ve got yourself a sale.”

People are awesome at mining the web for specific answers to complicated problems. Austin Hay, a 16-year old high-school student, received over 2 million views by vlogging his DIY “tiny house” on wheels project. Prospective house builders didn’t flock to his video because of savvy marketing or expert carpentry; they came for his simple, clear explanation about an interesting project. And they learned how to build a tiny, mobile house.

The candor of his video, and quality of his content drove engagement because that’s what explainer videos do.

Karina Elise, founder of Grooveshark, addresses this revolution in marketing language in her article, Douchebaggery in Marketing: How Words Get In the Way of Good Work.

In it, Karina stresses that people, not “users,” “consumers,” or “momfluentials,” are at the receiving end of every marketing message. She argues that content aimed at audiences – not markets – achieve success. Thankfully, she’s not alone in this shift back to the human touch.

Industry Jargon tweets, Learnings.org corporate wiktionary, and Doucheyaccountguy tumblr posts mock overused buzzwords and meaningless corporate speak for thousands of followers. People are aware of being talked around by obtuse marketing language, and their learning to avoid it.

So how do you reach the masses with your product in such a noisy world? The same way I’m reaching you – by talking to them.

Use Video Scripts to Explain Yourself.

What does your company do? Why do I need your product? How is it different from what’s already out there? Explainer video scripts answer these basic questions, often in as little as 60-seconds. You know what? People like that. Explanation is a great way to introduce complex ideas and products to interested people, encouraging them take the next step forward to discover more about you and your product. In one simple step, your marketing strategy just became a two-way conversation.

http://www.youtube.com/watch?v=CvYX_P_c__8

Spotify’s explainer video is an awesome example of a complicated product broken down to its simplest elements with a clear goal in mind – illustrating the benefits of Spotify. In fact, their script is so simple, they don’t even use voice-over, just animated text. A script that focused and clear is music to my ears.

Good explainer video scripts get results. If that’s sounds too simple to be true; good. Simple is what explanation videos do best.

Shawn

Born in Southern California, Shawn grew up surfing, eating In-N-Out, and growing his hair long. After graduating with a Liberal Arts degree from CSU Long Beach in 2005 he left the crowded freeways behind and spent the better part of a decade traveling the world living for stretches in Rome, Hawaii, Australia, New Zealand, and Brooklyn. He writes novels as well as copy, loves learning keyboard shortcuts, and plays his grandpa’s old lap steel guitar. You can hear his band at ponieswillbiteyou.com

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