It’s easy to get lost in a shopping list of attributes when determining what you want to tell audiences about your product or service.
These can help flesh out your offering but the skeleton will always be ‘the central human truth.’ Meaning – what sits at the absolute core of what you do?
Cameras aren’t about photographs, they’re about freezing a moment while the sandglass of time continues on. Hair colouring isn’t about looking younger – it’s self-esteem. A car’s not about getting from A to B – it’s an exhilarating driving experience. You get the picture.
When we’re tasked with an idea for a video or a video brochure our role’s infinitely easier when we have a roadmap to work with. Many of our small to medium clients are without one so we work hard with them to find it. The use of ‘find’ is important because you can’t invent one – it has to be real, tangible and explainable.
A video we shot for a cleaning client wasn’t about we clean better than the others, it was we clean the best in the business. Every touchpoint of the video brochure that housed the video echoed that sentiment because it was an indisputable central human truth.
If this kind of thinking can help you discover what sits at the core of your offering, we’re more than happy to help you find it.
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