Why viewers engage
(and why they don't).
Information needs to be presented in a sequence.
It's human nature's way of processing messages thrown at it.
Once you present your message in that sequence, your audience responds,
without the need for 'hard sell' tactics (to the detriment of our brand).
And, your campaign results get better than ever!
Are you losing viewers because you don't know how the brain works?
Are you communicating in a way that completes the story for people?
And, why is it that some viewers seem interested, but then slip away at the end and not take action?
You can change your video marketing results so that more viewers not only engage with your message but take action too. How?
Basically by changing what your audience sees & thinks about first.
The key to successful video campaigns isn't stats, facts and just being "cinematic".
Instead, it’s understanding the sequence our brain follows - the cycles of thought we all go through as part of our human nature.
When you communicate your message in the right sequencing of thoughts, viewers don't back away with frustration from thinking "where's this all going?"
More so, they get curious, they think about your message deeper, and then take action.
It’s understanding the cycle of thoughts our mind follows, and it's not random but structured. When you present your information in the right cycles, the viewer doesn’t back away. Instead, they get interested, ask questions, want to know more—and then they respond.
Yet, without a clear understanding of how the brain works, we often let 'creativity' or 'hunches' get in our way and we let prospects slip away.So, how do we move ahead?
StoryfirstFilms uses the centuries-old human process
Our brain hasn't changed since our ancestors and is hardwired to think in a certain way
And, when given specific triggers, we all tend to react quite predictably.
So, come with us into the world of video content production and marketing.
Instead of some boring, tedious marketing theory, or false promises of making 7-figure incomes from affiliate marketing, we'll have a rollicking time learning about prospect and customer behaviour. Within the pages of this website, you'll get video, guides and a ton of goodies, absolutely free.
Join our blog Video Marketing Recipes, Like us on Facebook and come to our FREE workshops to grow from others in the community.
Using The 'Buyer's Journey' &
The Psychology of Communications
This boosts marketing results & moves people's minds forward to the next stage in your communications campaign
Buyer's Journey? Generally speaking, this is the research process a prospect goes through until they eventually do make a purchase
In our case, dealing with video strategy, we replace the Buyer term with Audience or the Viewer.
As marketers, using video, we need to be solving our audience's problems and providing them with opportunities.
Successful results are measured in terms of brand activation, building trust, the viewer learning about your product/service, and having enough knowledge about their options to make an informed decision. How?
By creating and using different types of video in each stage -- as our brain needs to go through its checklist before it can shift gear.
"Ticking the boxes" will get you more engagement along each stage and maximize brand activation, trust, thought leadership, and ultimately, people taking action. We call it MarketingCycology (tm).
"Cycles" because each "stage" is really a frame of mind in which specific thoughts, decisions and information need to be produced and synthesised in order for our brain to process the value of the message being delivered. Our brain will block moving ahead otherwise if not all "boxes are ticked".
It can't be done in one fell swoop as is the common practice. It's a sequence of thoughts that need to be grouped the right way to allow our thought cycles to do their thing. . . not as a straightforward process the term "stages" suggests.
How to engage viewers
Your Viewer's or Audience's journey with your communications provides a model to help keep human (buyer) behaviour, their information needs, and problems at the core of any campaigns and other marketing or sales efforts you have.
The image below visualizes how video can help increase your conversions in each stage or cycle of the process, from helping people acknowledge their issue or problem, to educate them on different solutions or ways forward like providing expertise on the subject matter of their problem, to finally nurturing them down the path of thinking and taking action, which may be a purchasing decision.
Within each thought cycle - Awareness, Consideration, and Response - there are several examples of how to use video and your message and stories with the feeling that brings viewers further along your strategic path.
Your Audience in this cycle of thoughts is experiencing and expressing symptoms of a problem or opportunity. Your viewer is researching to clearly understand and frame & name their issue.
Here, your Audience clearly knows and has given their issue a name. Your viewers in this Cycle is committed now to understanding how to solve the problem or opportunity.
And, in this Cycle, your Audience has now decided on their solution strategy, method, or action. Your Viewer is compiling a long list of all available suppliers, products (offerings), and researching to short list and make a purchase or final response decision.
Copyright 2019, Storyfirst Films - Lights. Interest. Action.