One of my clients wanted to explain to prospects about one of the services they offer. It was technical, scientific, and quite complex. Every time they explained to me what they did, it went over my head and was difficult to follow. My client offers an alternative to animal testing for ingredients used in the cosmetics industry. Many of these health and beauty aid companies want to offer cruelty-free products. ScitoVation, my client offers computational cell analysis and things I don’t pretend to understand. My idea – how about a whiteboard animation?
A Simple Storytelling Approach
I suggested that one of my favorite techniques for marketing is called whiteboard animation. And I work with a terrific partner who is exceptionally good at producing these important communications assets.
Dennis, the scriptwriter interviewed one of the head scientists and works to convert the complex into the simple. He personalizes the story about a fictional person named Trevor who works at a cosmetic company so that we easily can communicate the benefits of working with my client who has a proprietary technology to limit or avoid animal testing. We used easily understood metaphors to explain the good and bad actors (chemicals) throughout the video.
A Marketing Campaign Centered Around The Video
This video is a part of a multi-step marketing campaign, but the core is a simple video that in two-minutes explains what they do and how it can help people they are targeting. One fun note: when one of the scientists showed the video to her four-year-old daughter, the little girl could easily understand what mommy did at work. She asked if she could watch it over and over again. They watched it fifteen times.
As Denzel Washington says in Philadelphia, can you explain it to me like I’m a six-year-old?
Do you have a simple method for explaining the benefits you offer or to give a crisp, concise overview of how your business brings value to customers?
If you can’t see the video, click here.
Connect with me if you need help telling your story in a simple yet compelling format. In two minutes, you could be telling your story in a compelling video that is easy to share.
Does your business need a marketing coach, guide or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
