Lesson 6: If the script is King (lesson 1), the audience is our Queen

15 years. 15 lessons.
By Matt Cooper

One of the first questions we ask when starting a project is:

"Who's actually going to watch this?"

Our clients know their products and services inside out. They're understandably proud of what they've built and want to tell the world in a video about all 43 amazing things it does.

But here's the thing.

Your audience probably doesn't care.

They want to know what's in it for them.

Will it make their job easier? Help them sell more? Save them time? Make them look good at work? Finally shut Steve up in accounts?

That's what gets their attention.

Then build the story around that.

Because you can spend two minutes explaining 43 brilliant features and lose everyone.
Or spend 30 seconds showing someone how their life gets easier and have their full attention.

Know your audience. Speak to what matters to them.

Save the other 43 features for the manual.

Lesson 6 done. 9 more opinions are in the post...