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Kinetic Typography: A Killer Web Video Marketing Technique
Sometimes business people make things more difficult than they should be, take marketing for example. Marketing is pretty simple when you get it straight: discover the emotional value inherent in what you’re selling and present it in a memorable way that sets you apart from the competition. What could be so difficult? Of course, we all know that the devil is in the details, and implementation is the sharp end of his sword.
Those who know our work or read our articles know that we recommend video as the best strategy for achieving your primary marketing goal: delivering a memorable, distinctive message that emphasizes the emotional value of your brand. If you’ve been following trends, you know that the video has been circulating the internet like cream cheese on a freshly toasted bagel, unfortunately, a fair amount of that cheese comes in a bland-tasting, homogenized package that leaves little impression.
A while back, we created a series of articles called Killer Campaigns, showcasing great ads and pointing out the techniques that make them effective. In this new series, Killer Video Techniques, we’ll show you some of the cutting-edge techniques we use to create memorable, distinctive marketing messages.
Starts with words
The best place to start is the beginning and it all starts with WORDS. Let’s face it, we’re not living in the Golden Age of Articulation. The era of communication created by the Internet and its social media craze created the “Tower of Babble.” The eloquence, clarity, and emotional impact of Churchill, Roosevelt, Kennedy, and Martin Luther King have been replaced by instant messaging abbreviations, fifteen-second sound bites, and 140-character tweets, all coming at you at a mile a minute, all talking. at the same time and for the most part empty of anything useful or relevant.
If you can’t get your message across in a way that makes sense, then you have a get-get-go problem. You may think this is old fashioned, but the words have meaning. The blurring and confusion of what differentiates marketing and sales has led to a generation of business owners and executives who can’t craft or communicate a finely crafted statement about who they are, what they do, and why customers care.
The problem is often hidden because you can save a lot of frustration when you’re face-to-face, but take physical presence and human interaction out of the equation, like with your website, and you’ve got something completely new. Ball game. This is one of the reasons why we highly recommend Video Web Host, but that’s a discussion for another time, right now we want to focus on words, because words can deliver your marketing dreams or create your worst advertising nightmare.
You’re Looking at the Wrong Mentors
There are endless articles, piles of statistical analysis, and countless essays and white papers on how businesses should use the Internet to their advantage. And like much business writing, it focuses on high-profile large corporations as a source of expertise and business strategy savvy. Let me let you in on a little secret, most of these big businesses are poorly managed, creatively and intellectually bankrupt. Most work on past successes and consumer inertia. Ultimately, great business is about power and money, not experience and innovation. There are exceptions, of course; I’m probably being harsh; but the point here is to look more closely at what really works and why, that is, unless you have endless wads of cash to drown out your competition and fill the airwaves with endlessly repetitive passion that seeps into the minds of your audience. a drug that alters the minds of some aliens.
Now some are wondering when he will switch to technique. Why isn’t it giving me the marked points? Why? Because if you don’t understand why you’re doing something, you shouldn’t do it. And if you don’t know why things work, you won’t know how to fix them when they don’t.
People are busy and the pace of work is fast, but if you don’t take the time to understand how and why things work, you’ll be wasting a lot of time and money. This also applies to your customers. Your video presentation must be engaging and motivating enough for them to absorb your brand message. If customers don’t understand who you really are and what you really do, they will never be happy with your customers.
Thus, Kinetic Typography is an exciting, innovative video technique that combines the power of sight and sound to convey a meaningful, memorable message based on the power of words.
The technique has its origins in motion designers taking famous movie monologues and animating the words of the script to give visual emphasis. It’s a simple but hard-to-implement idea, and when done well, it’s a powerful way to deliver a marketing message. It’s a technique that will tap into both the verbal and visual memory centers of your audience’s brain, creating brand recognition, which is the goal of every marketing initiative.
Why kinetic typography works
Kinetic typography permeates the mind as dynamically presented spoken and written words act as mutually reinforcing mnemonic devices. Don’t be fooled into thinking that the visuals alone will make up for any deficits in the script. Your words create the language framework that defines your brand; creates a context in which you can communicate with your audience; and this allows you to own those words, thereby limiting your competition’s ability to eat away at your marketing efforts. In short, words have meaning, words can move you, move you, and isn’t that what marketing is all about?
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