Just telling audiences what you are is not the same as demonstrating what you are.
Nike doesn’t say they’re cool – they show it at every brand and product touchpoint. Meaning the answer isn’t a video or video brochure saying ‘We’re cool,’ the answer is a video brochure that is cool.
The Beatles never said they were cool but man, did their music do the talking for them. It harks back to something an advertising doyen told me in my early days ‘Don’t tell people you’re great, tell them how you’re great.’ Audiences will make their own mind up when they see your video and believe me the point will be driven home a lot deeper.
It’s all to do with ‘proof points’ and ‘reasons to believe.’ If you have them, flaunt them and your video or video brochure will work its backside off.
To use another oldie ‘It’s far more impressive when others discover your good qualities without your help.’ If you need help to dig deep into your ‘reasons to believe’ we’d be more than happy to lend a hand.
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