Is a data or data? Data! Either way. Either way you know you need it, you know you
have to tell it but man, a live data and data can just be boring, right? 72% of you
out there agree! Yeah, well I tell you what, you see what you did there?
We're gonna tell you exactly how to turn that into some amazing stories, stay
with us!
I'm Alex with Your Local Studio and with me I have Kevin Kolbe with Kevin Kolbe Media
How's it going? Awesome! I'm excited to have him here talking
about data or data, turning it those into exciting stories, engaging
stories. Because data can be boring! Oh my word, and look we know that you
have to have it, we know that it tells and it fuels things. But probably the
worst thing you can do is make your story all about the data. If you lead
with the data (the data!) can you actually have your customers and clients engage
throughout an entire video? I'm thinking probably not. Yeah...
Making marketing videos that actually engage it's really about the stories. We
are hardwired to engage with stories because it creates a mental
image and when someone can imagine themselves even in this picture they're
more likely to remember you, your product, your company, your business and then
you buy it and use it right later. So once you know, "ok, we have to be able
to tell a story", how do you do that? How do you take a data set and facts and
turn into stories? The best way is actually focus on how the data affects
people. Your client, your end customer, the person who is going to
be using it and tell their story. So great cases if you can find a customer
and do a case study around them and so then their prospective viewer can
imagine themselves in their shoes. Because that's key! If I can't project
myself into that person, even if I don't have the exact same problem but I have
to see myself in them... if I don't do that I'm just not going to connect. If
they see, you know, 92% out of a million people care that this product
increases their whatever, I can't connect with that. But if you can show me one
person out of that 92%, I can see them and I can connect with them. Now
there are cases where maybe you don't actually have a customer client that you
can specifically say their story or share their story you, maybe don't have a
customer client yet. This is where you can create a fictitious story that helps
explain the large data set to as one specific example that they can imagine
themselves in. So here's an example, let's talk about highway stats. Everywhere has
them: how many people have been killed in accidents and things like that. Well the
good folks of New Zealand, whatever the agency is there, they do an amazing job
of showing the importance of like not running stop signs and paying attention
that slowdown and driving slow, in the way that they've crafted their
commercials. Now what happens is it just gets you so emotional that they've never
ever mentioned a stat but you know deep down what you need to do, they're just,
they're phenomenal! This is a phenomenal. You just visually get in that moment and
you can see it and it plugs you in. It's amazing what stories can do! There
are cases where just doesn't make sense to talk about a story of a single person.
You maybe have a product that you're trying to share data around, this is
where a visual analogy can come into play. For instance if you have a battery
that has 72% greater capacity than previous models maybe you can show like
this cup her is your battery, the old battery but then you
pull out a giant bucket: "this is your new battery" Which would you rather? Then you
can use that visual now see that just in grains in someone's mind: "Obviously, I
want the bigger one!" You can simplify stats and very specific data
sets and technical knowledge down to simple visual analogies that
help communicate the point and keep it engaging. So it becomes a creative way of
sharing a stat without telling the stat. Exactly! So really I kind of wrap up with
trying to make boring facts into exciting stories is don't show graphics
or chargers or stats that way, but show images of real people, real
objects and visual representations of what it is to pull people in and keep
them engaged and remember what your business or product is, so they'll
actually buy it. So think about this: at the end of the day it's not about how
many people maybe you help, it's about how you help people and that will be
huge for your business. Have you seen any great examples of
where someone created a video turning boring stats into engaging stories? Leave
a comment below to that video. We'd love to see it. I'm sure others would too. I hope
at least 52% of you do, if not then we know what happens? 50 percent! You
got that dust effect, don't you?