insight : jude charles
How to Tell Your Story Using Video
Use Dramatic Demonstrations to quickly and effectively set yourself apart from your competition BY JUDE CHARLES
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“
hy should I do business with you versus any and every other option available to me?”
That’s the No. 1 question on your customers’ minds before they ever call you or send off an inquiry email. Never before have customers been so well-equipped to do their research and make their own choices. And there is a giant wall of skepticism up because those same customers have had nightmare experiences that they wouldn’t like to repeat. So, what can you do differently to stand out and build trust immediately? Create a video that shares your story and demonstrates your expertise. Doing this will help you effortlessly attract your ideal customer and
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leapfrog ahead of your competition. While many people want to share the same boring story about how passionate they are, it’s more convincing to demonstrate what makes you different so customers can see for themselves how passionate you are.
STORYTELLING IS KEY
First things first, let’s understand what it means to tell a story. When you’re telling a story, you’re telling me about a very specific moment in time. If you say, “We strive for creativity, integrity and great customer service,” that isn’t a story. It’s a statement. A story would be something like this: “It’s hard to forget that one day that changes your life forever. On May 4, 2006, a teacher recognized my talent and encouraged me to launch a video production company at 17 years old. She even went as far as handing me a yellow envelope with my first set of business cards inside. That moment gave me the courage I needed to get started.” This happens to be my story about the specific
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time that I became an entrepreneur. OK, so you understand what a story is, but how do you bring a story to life using video? By creating what I call Dramatic Demonstrations. Dramatic Demonstrations give potential customers a threedimensional view into your world as an entrepreneur.
DRAMATIC DEMONSTRATION 1: CAPTURING BEHIND THE SCENES
Here is where you pull back the curtain on your business. Yes, you might be an extremely polished, powerful entrepreneur, but you also have unique quirks and interests that make you human. Filming “behind the scenes” of how you’re able to do what you do, all while telling your origin story, helps consumers better understand and see what makes you different. Here’s another example: Instead of telling people how detail-oriented you are, show them a moment where you’re visiting a vendor and looking back at notes you’ve
