No, You Aren't the Hero of Your Business Videos
When Making Business Videos, Don’t Just Talk About Yourself. There’s a Better Approach.
Imagine you’re shooting business videos. You’re standing in front of a camera, the red light comes on, and you start talking.
What do you say?
Well, if you’re like most business owners, you tell a story. Hopefully one that’s engaging and memorable. A story that customers will actually want to hear.
But here’s a little secret that a lot of business owners don’t know. The best stories aren’t about you.
Pssst. You aren’t the hero.
In his bestselling book, “Building a StoryBrand,” Donald Miller compares business stories to famous movies.
Many Hollywood films follow the same formula, a classic story arc known as “The Hero’s Journey.”
In this story arc, the story begins by introducing a hero.
Then some obstacle is revealed that has to be overcome. Then another character is introduced—a mentor.
The wise mentor? Yes, that’s you.
This mentor shows the hero what to do. Teaches him or her how to solve the problem, which the hero ultimately does in the film’s exciting climax.
That same mentor idea works just as well when telling business stories. You show customers the way, but the story is ultimately about them. They’re the hero.
Once again—it ISN’T ABOUT YOU.
How to Evaluate Your Next Video Script.
When evaluating scripts for your business videos, try the “I Test.”
It has nothing to do with your vision. You simply count the number of times the script says “I” or “we” versus “you.”
If it says ”you” more, chances are that video is going to connect more with your audience—your customers.
And isn’t that the goal of business videos?
Of course, there are many more points to consider when producing an effective video. If you’d like to talk about your business and your video marketing, give us a call. We’re always happy to help.
About the Author:
Harry Hayes is the owner and executive producer at Content Puppy Productions, a corporate video production agency based in Charlotte. Before starting Content Puppy, he spent 20+ years as an advertising writer and creative director.