PF has literally years of videos going back to when I started the business, and we’re only recently starting to add captions to them as standard. (Believe me – I know how big of a job this feels. You’ve got videos already recorded, or you’re planning a whole list of videos….how do you get those captions on there yourself? CAN you do it yourself, or do you have to hire someone to do it? Or can they scan the captions and get the gist that way, and be drawn in? The book is about simplifying your offer so your buyer can understand it…but the same principle applies to your videos.Īre you making the buyer burn too many calories? Do they have to turn everything else off, put the video up on the big screen, sit back with full attention to really get what you’re saying? “Processing information demands that the brain burn calories….There’s a survival mechanism within our customers’ brain that is designed to tune us out should we ever start confusing them.” In the Story Brand book, Miller says “our brains are constantly sorting through information and so we discard millions of unnecessary facts every day.” I’m reading “ Building A Story Brand ” right now (literally in the top three of the best business books I’ve ever read – the other two are They Ask You Answer and Oversubscribed). If that’s how you watch video (and it’s absolutely how i watch video), how much more will your buyers do things this way?Īre you making it easy for your buyer, or hard? You’re not ready to watch the whole video yet and you have your finger over the screen ready to move on.You’re doing a lot of things at the same time so you’re trying to grasp the concept of the video fast before you commit to the full 3 minutes or 10 minutes or whatever.(Unless you’re one of THOSE humans, and if you are, please change your ways.) You’re traveling (on a train, in an airport) and like a kind human you don’t want to share the talking video with the world.(Perhaps you think “i’ll watch it later”.) If there aren’t captions, you might skip the video altogether. Most of the time, you watch it with captions to see if you want to keep watching. When you’re watching a video (usually on your phone first), do you instantly watch it with full attention, with sound on? Your buyer needs captions to engage faster with your videos.
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