Too many business owners make the same mistake in their videos—they talk about themselves.
Imagine you’re doing a video for your brand or business. You’re standing in front of a camera, the red light comes on, and you start talking.
What do you say?
Well, if you’re like most business owners, you tell a story. Hopefully one that’s engaging and memorable. A story that customers will actually want to hear.
But here’s a little secret that a lot of business owners don’t know. The best stories aren’t about you. They’re about your customers.
Pssst. You aren't the hero.
In his bestselling book, “Building a StoryBrand,” author Donald Miller compares business stories to famous movies.
Many Hollywood films follow the same formula, a classic story arc known as “the hero’s journey.”
In this story arc, the film begins by introducing a hero. Then some obstacle is revealed that has to be overcome. And then another character is introduced—a mentor.
The wise, experienced mentor? Yes, that's you.
This mentor shows the hero what to do. Teaches them how to solve the problem, which the hero ultimately does.
That same mentor idea works just as well in business videos. You show customers the way. But the story is ultimately about them.
Once again—it ISN'T ABOUT YOU.
To evaluate a video script, use the "I Test."
When evaluating the script for your next business video, try the "I Test." It has nothing to do with your vision. You simply count the number of times the script says "I" or “we” versus “you.”
If it says ”you” more, chances are that video is going to connect more with your audience—your customers.
And isn’t that the goal of a video?
Of course, there are many more points to consider when writing an effective business story. If you’d like to talk about it, give us a call.