Total disclaimer, we made up that number! There is obviously no way to have an exact percentage, but if you're thinking of putting together an About Us video, or already have, chances are your audience isn't defined correctly and therefore your script will not work the way it's intended. This post will guide you through one correct method for designing your scripts for the most impact.
Let's start with the phrase About Us Videos. Every time I hear it I cringe. It's become the new go-to video for businesses, but the name itself is misleading. Sure, most of the time it sits on the About Us page of a website. Yet, it gives the misconception that the video is in fact all about you. "Look at how great we are. We have 10,000 square feet of office space. We have been in business for 300 years. We do this. We have this. We. We. We. Us. Us. Us." Or what about this typical video? "Hi, my name is _____ and I'm the CEO of ______. We're in the business of helping people...." And now we're back to we again.
So if the video isn't about you, who is it about? This is where our approach differs from the masses.
Most marketing companies would say it depends on your audience. And that is true. But we've realized most businesses we talk to don't actually know their audience. They know what they want to say, but they don't know how to reach the right people because they don't know who the right people are. So let's spin the approach to the viewer perspective and align it with something as simple as watching TV.
Step 1: Narrow the focus based on topic instead of the audience. (What do you want to watch on TV?)
It's easy to get lost in a blanket video that tries to cover everything. What is the single most important thing you are going to tell your audience? Is it the history of the company? Is it the future of the company? Is it how you solve problems? Is it the amount of awards you've won? Whatever your single most important topic is, there is a specific audience for it.
Step 2: Align your topic with the audience viewing channel. (What stations have what I want to watch?)
With the speed of marketing and social media today, the lines of distribution have become increasingly blurred. Public relations may no longer be separated from marketing. Outbound messages are confused with inbound messages. And so on. To keep your audience on point, we've found it's best to separate the different channels.
Take a look at your topic. Which channel does it fall into? We've designed the chart below to help guide the process. If you aren't sure, it's usually best to remember that if your topic focuses on things you've already accomplished as a business, that are not results oriented, your audience is internal. (You'll notice Internal Public Relations covers every topic in some capacity because you start internally and work outward.) Customers, on the other hand, want to know how you can help them. They are more concerned with why and how you do what you do. They want to know you're the answer to their problems. So you'll notice potential customers are more interested in where you're headed than where you've been.
Step 3: Confirm your audience is the audience you want to reach (Is this really what I want to watch?)
Maybe you thought your video was going to reach potential customers but you see now it's geared more towards potential employees. Maybe you can craft your message to be just a little bit different so that it will in fact reach potential customers instead. Maybe you decide that reaching the right audience is more important than what you initially wanted to say. The beauty with this type of breakdown is getting a top level view of content topics. You can start to see a pattern emerge of what topics resonate with each audience and cater your content delivery to match who you're looking to reach.
Step 4: Craft your exciting hook (Wow. I can't wait to see more!)
How do you get the viewers' attention as quickly as possible? It's not by introducing yourself on camera sitting behind your desk... Think of interesting ways to showcase what you want to say. What attention grabbing visual can you show? What represents your business in an exciting way? I've had accountants tell us they can't show anything exciting because they just deal with finances. My response is look at Scrooge McDuck's money pit. Someone had the brilliant idea to show a love of money combined with an everyday activity like swimming and diving. While you may not have animation capabilities on your side, there are ways to combine what you do with what other people do.
Step 5: Design your call-to-action with end goal in mind (What will I do when this is over?)
Now that you know who you're targeting you can design the call-to-action. Every message should send your audience somewhere. What do you want them to do after watching the video? Where is the video going to be hosted? Where are you sharing the video? What are their next steps? Having an end goal will help craft your message more concisely.
Step 6: Fill in the rest. (Sit back and enjoy)
Now that you have your opening and you have your closing, it's time to fill in the rest. This is how Hollywood does it. They write the first 20 pages, then the last 20 pages and then jump back to page 21 and continue from there. This is where you get detailed and describe your business in ways that connect emotionally with the viewer. This is where you add your mental triggers. It's where you add your selling proposition so when it comes to the call-to-action they are ready to proceed.
While we can't guarantee success with any script, following this format will help get you closer to the right audience with the right messaging. There is so much clutter out there, let's make your "About Us" video stand out. As always, feel free to leave comments or questions below. Happy scripting!
Proof of Results
“Emblem Media is a delight to work with! They are conscientious, professional, customer-focused, and extremely talented. We were impressed with the way Emblem took the time to understand our company, our products, our customers, and our project needs in order to recommend the best solution for us."