Product launch. Bite sized videos on good bones.
How do you know customer stories you wrote have what it takes?
There is more to a great launch video than a production team, a design agency and a big budget. You need a story with good bones.
As makers and builders we are often so focused on the merits of our product, our cool features, the reason why customers should fall in love with our designs that we side step a fundamental truth.
Before any of the above happens, we need to connect with customers. Walk with them on their journeys. Build only once we understand what is it that they really want, need or desire.
Is there a model that works? We present three more TVC ad segments and then jump over to advise from Kurt Vonnegut and Neil Gaiman on writing followed by Marcus John Henry Brown on structuring, presenting and understanding the Tiny Box.
Do you know that the harder thing to do and the right thing to do are usually the same thing? Nothing that has meaning is easy, 'Easy' doesn’t enter into grown-up life. Michael Caine
Start with being honest. Respect the intelligence of your audience. Make credible claims that are backed with facts and data.
Apply the would you like to see this on your social timeline test. And if you did would you stop and watch it till the end? Would you share it with your friends to show them what a cool thing you just saw?
Does your story have a point. How long does it take to get there? Does it leave you with something to think about? Does it do with an in your face direct approach or a more subtle and metaphorical one.
What is the desired end result? Informing, influencing, entertaining, persuading or convincing your audience? Do you think the story as it stands can achieve that desired end result?
In the end, it comes down to good bones. Here is some writing advise on bones.
How to write a short story.
Kurt Vonnegut on how to write a short story.
- Use time in such a way that your readers and viewers don’t feel their time was wasted.
2. Have at least one character to root for.
3. Every character should want something, even if it is a glass of water.
4. Every sentence must do one of two things. Reveal character or advance action.
5. Start as close to the end as possible.
6. Be a sadist.
7. Write to please one person.
8. As much information as possible as soon as possible.
9. Let your readers finish the story themselves.
Neil Gaiman on honesty, having something to say and opening yourself up to the world.
John Dufresne offers tips on how to get started writing.
Siqi Chen on presenting and story telling.
Structuring, production and bringing it together inside the tiny box.
Marcus John Henry Brown on Virtual key notes and smashing them out of the park, the one big thing and structuring presentations.
Why go to all this trouble?
It doesn’t matter who you are and which firm, product, team or idea you represent. In the end it boils down to a customer wanting what you have. That can only happen if you have they want and you can clearly map that connection.
It is not just about selling or pitching. Do you want users to change behavior, explain how their world and processes work, go the extra mile in parallel runs, work through test cases, suffer through bugs, breakdown and systems on fire, champion your product internally?
Why would anyone do that? Why would you do that for anyone else?
In that answer lies the truth you need for good bones.
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