Little and midsize companies in particular throw money at advertising in a vain attempt to establish themselves in the marketplace. But, there is hope that the democratizing nature of the internet environment may even the playing field and allow smaller companies to produce their marketing messages effectively. But before that can happen, the possible advertiser needs to understand what the boys have spent a considerable period of effort and time to learn: how to make an advertising campaign that motivates and persuades customers to do business with you.
The Objective
Many advertisements fail since they pose a rational objective argument in their demonstration. Unfortunately or fortunately depending upon your point-of-view, most purchases are based on emotion not objective rational decision-making.
Folks may warrant a buy on some reasonable fabrication but if truth-be-told the conclusion was based on a far more psychological subjective level. Purchasing decisions based on a rational model really only work for businesses who are the dominant low price leader in a commodity based marketplace – not a place most businesses want to be as earnings are low and quantity must be exceedingly large so as to earn any money.
The Subjective
By tapping into the abstract level of an audience’s common experiences, experiences that form the cornerstone of a psychological response, allows advertisers to present a far more powerful case than one based on only features and specifications. Commercials or Web-based video presentations that reach an audience on this subjective level can be extremely powerful in aligning a product, brand or service with a viewer’s pre-existing set of beliefs notes Carl Frederic Sealey. They’ll be comfortable in buying your wares since they see how it fits their vision of themselves.
So as to actually change people’s minds instead of convince them that you match their preexisting set of values and beliefs, you need to achieve them on a conceptual level. To achieve this level of persuasion the encounter presented shouldn’t only be comprehensible and memorable; it should also be enlightening or perspective altering. This epiphany or ‘seeing-the mild’ will then be incorporated into the viewer’s values and belief system and utilized as a cognitive decision reference.
Your Brand Is The Star
Your brand is the star of your ad and its main aim is to demonstrate how your business can help the viewer. The viewer will always be thinking to themselves, what’s in it for me? So your brand has to answer that question sufficiently to get them to buy from you.
The Positive Transition or New as Co-Star
The Positive Transition narrative starts with a minimal amount of positive behavior that abruptly turns into a greater level of positive behavior with the newest acting since the co-star, leaving the starring role for the audience. This technique often uses misdirection to conceal the brand until it is suddenly revealed as the catalyst for enhanced positive shift.
Sports car advertisements where the target audience is hero and the car is catalyst for getting the girl or the new task is an example of the sort of commercial storytelling.
The Construct or New as Director
The Build narrative technique presents a smooth flow of positive energy into the viewers culminating with a solid visual payoff at the emotional climax of their commercial. In this storytelling scenario the brand is held back and just revealed at the very end of this presentation. The brand is your manager or unseen guiding hand accountable for the favorable experience guaranteed to the viewers.
The sustained emotion commercial is your typical ‘feel great’ advertisement that keeps a strong positive emotional presentation throughout the production says Carl Frederic Sealey. This sort of commercial often uses a montage of pictures or video clips with an emotional or stimulating musical score. In this case the brand is acting as the manufacturer presenting the exciting experience you could be enjoying if just you bought into the brand.
In Conclusion
The internet is turning to the go-to car for introducing video industrial demonstrations at a cost that is sustainable by any significant business. As more and more companies begin to use the Web place as a multimedia demonstration platform, those that learn how to use the medium correctly by assembling compelling, memorable story-based messages that appeal to their audiences on a psychological level will benefit the most.
Carl Frederic Sealey 