how to fight the five evil villains of charity video production | right between the eyes: video...

AND HOW TO DEFEAT THEM!

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• The most common villain we encounter

• He overwhelms viewers with facts and figures

• The result: audiences disengage and drop-off

• Find the story

• Entertain and inform

• Show don't tell

• Keep it short

• Ask yourself: why would anyone watch this?

• A villain that feeds on your fears and anxieties

• She’ll convince you to play it safe

• The result: videos that aren’t inspiring or sharable

• You need to become comfortable with some risk

• Push your creative team

• Road test ideas of scripts

• Bring stakeholders with you

• The Jargonaut lurks around every corner

• Characterised by its robotic voice and hunger for jargon

• The result: people are sent to sleep

Language• Read every script out loud• Keep language simple and

sentences short

Voice• Each accent has associations• Chose one that best reflects

your organisation• Avoid characterless accents

• Miss Hit is a villain without a target

• She releases arrows in all directions, hoping one will hit

• But she’s becoming a rarer sight

• Clearly define a target audience

• Test the creative against a persona

• The Blubbersaurus is a powerful beast

• It’ll smother your audience in despair

• The result: a desensitisedaudience

• Don’t fight it, befriend it

• Use emotional stories sparingly

• Give your audience a sense of agency

www.niceandserious.com

@niceandserious

tom@niceandserious.com

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26 January 2017SeminarLondon#ccvideo

Right between the eyes:

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