Whether you have a tech startup that lets people shop in a new and improved way, or a financial services business with a “secret sauce” that makes you totally special, the explainer video is the undisputed champ if you want to get your big idea across to your potential customer within seconds.
In truth, whether or not your explainer video can leap that tall building in a single bound depends on whether or not you’re deploying one key psychological tactic, which is often overlooked.
I’ll show you what I mean with a simple example.
Pretend you’re creating an explainer video for the first ever SUV. It’s going to be a 30 second spot, and you’ll be showing it to car shoppers who’ve never really seen anything like it. How would you explain it?
If you’re at a loss for words, you’re not alone—you’re experiencing firsthand how impossible it can be to describe the unfamiliar to anyone who’s, well, unfamiliar with it.
You may think it doesn’t matter much, because you’ll be showing viewers what the SUV looks like in your video, but that leaves out equally important selling points, like what its purpose is, and what it’s like to drive one.
Thankfully, the people who created SUVs knew this, so they took a different approach. They said something like:
This Sport Utility Vehicle handles similarly to a car, and gives you all of the interior space of a minivan while packing a sportier, more rugged look and higher driving position.
See what we’ve done here? We’ve combined other elements—ones you’re already familiar with—to help you quickly imagine a totally new experience with complete clarity. Even before test-driving it, you can get a good idea of what it’s going to feel like to be behind the wheel.
Does your company sell something unique or different? If so, are there any existing concepts you can use to speed up the explanation process? When you think of it that way, the answers will probably surprise you—while wowing your customers faster than ever before.