Being direct beats being clever. Every single time. Here’s why…
When creating video content, it’s easy to get wrapped up in clever concepts, witty lines and things that make people go ‘Ooh, that’s good!’.
But if people aren’t buying, it doesn’t matter how clever you are – because the thing that no one tells you is that when it’s time to sell, you’ve just go to sell.
Your audience doesn’t need a riddle; they just need to understand immediately what you do, who it’s for, why they should care.
Using too much jargon doesn’t make you sound credible – it makes you sound like you don’t fully understand the problem or the product.
Fancy language isn’t sophistication, and often it’s just time wasting. In a landscape where the average video watch time can be as little as 18 seconds, you don’t have time to waffle.
The best performing videos that we produce for our clients are almost always the simple ones – plain English, a clear message, and an obvious next step.
Simplicity is such an underrated tool, and is often the thing that people underuse as it often feels to obvious and too easy. But it can just be that obvious and easy!
Say the thing, say it clearly and say it like a human being. That’s it.
Need a hand distilling your message into something clear and impactful? Talk to our team of video experts to get started.
