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Why Video?
by David Kocol
DavidKocol.com 414-265-
Video is Effective, because it:
Appeals to our Emotions
Both Technical and Artistic
Appeals to all types of learners (visual,
auditory, and kinesthetic)
 Both Passive and Active (watch and
engage)
DavidKocol.com 414-265-
The Purpose of Video
The Purpose of a Video's Content leads to the
Desired Result (purchase, lead, inquiry)
because
Video leads to Emotional Reaction, which
leads to Action, which yields the Desired
Result
DavidKocol.com 414-265-
The Purpose of
Video is
Engagement
DavidKocol.com 414-265-
Emotions that Engage:
Enjoyment
Helpful
In the know
Surprise
Fear
Trust
Understanding
Conflict
DavidKocol.com 414-265-
Emotions Created by Video
Enjoyment
Humor, fun, escape, entertainment,
and more
Old Spice “I’m on a horse”
Disney commercials Disney World,
Cruises
“World’s Smartest Man” - Dos Equis
“Flo” from Progressive
DavidKocol.com 414-265-
Emotions Created by Video
Helpful
Useful, educational, problem-solving, etc.
Home Depot
Menards
Lowes
The Smithsonian Channel
DavidKocol.com 414-265-
Emotions Created by Video
In The Know
First to know, on the inside, in the know, etc.
Angie’s List
Hollywood shorts (Entertainment Tonight)
“What You Need To Know” Emergencies
E-Trade
60 Minutes
DavidKocol.com 414-265-
Emotions Created by Video
Surprise
Shock value, unexpected, unique perspective
Anything Honey Boo Boo
Lottery Drawings
Anything Lady Gaga
Memorable Sporting Events
Some Comedy
DavidKocol.com 414-265-
Emotions Created by Video
Fear
Warning, investigative, being prepared, etc.
The Weather Channel
Personal Finance Clips – Suzy Orman
Scope commercials
Allstate’s Mayhem spots
DavidKocol.com 414-265-
Emotions Created by Video
Trust
Safety, reliability, honesty, integrity, etc.
We’re the … you can trust
FedEx – when it positively….
Banks
Doctors
Michelin Tires
DavidKocol.com 414-265-
Emotions Created by Video
Understanding
Belonging, empathy, crusade, etc.
Harley Davidson - product or brand
Green Bay Packers – sports teams
Patriotic/Patriotism/Nationalism
DavidKocol.com 414-265-
Emotions Created by Video
Conflict
Debate, discussion, point/counterpoint, etc.
Politics
NRA
ALCU
PETA
DavidKocol.com 414-265-
Psychological Reasons Video Works
Faces
Voice
Emotions
Movement
DavidKocol.com 414-265-
Psychological Reasons: Face
 A face that is speaking grabs our
attention because that is how we are
programmed.
 Scrolling text does not capture our
interest, but a speaking face does.
DavidKocol.com 414-265-
Psychological Reasons: Voice
 Hearing a voice that is speaking to us
keeps our attention. It also serves as a
way to deliver a message, with emotion,
that transforms plain text into audio
content.
DavidKocol.com 414-265-
Psychological Reasons: Emotions
 Posting a message in a video also brings along
the added advantage of spreading the
excitement.
 We can exhibit body language and emotion
through video that we may miss when reading
text.
DavidKocol.com 414-265-
Psychological Reasons: Movement
Movement on the screen keeps us
engaged.
By keeping our attention, it allows the
viewer to receive the emotion in the
message, stimulating the viewers and
help them to stay excited.
DavidKocol.com 414-265-
Ideas for your Business Video
USP Unique Selling Proposition
Features or Key points Spotlighted
History (how you got to where you are)
Show a process, demystify (factory tour)
Your Uniqueness (What makes you stand
out?)
Core Value or Values
DavidKocol.com 414-265-
More Ideas for your Business Video
Product Demos
Customer Submitted Video
Hints or Tips (Kinks and Hacks)
Showcase of your Customer’s successes
Frequently Asked Questions
Testimonials
DavidKocol.com 414-265-
If you need my help
 If you need some help planning your first
video, I am happy to consult over the phone.
 I can also do a one on one webinar type
session that can help you start.
DavidKocol.com 414-265-
Please call or e-mail with any
questions.
dkocol@usa.net
www.DavidKocol.com
414-265-6783
DavidKocol.com 414-265-
This presentation can be found at:
www.slideshare.net/DavidKocol/
and
www.DavidKocol.com/downloads
DavidKocol.com 414-265-

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Why video

  • 1. Why Video? by David Kocol DavidKocol.com 414-265-
  • 2. Video is Effective, because it: Appeals to our Emotions Both Technical and Artistic Appeals to all types of learners (visual, auditory, and kinesthetic)  Both Passive and Active (watch and engage) DavidKocol.com 414-265-
  • 3. The Purpose of Video The Purpose of a Video's Content leads to the Desired Result (purchase, lead, inquiry) because Video leads to Emotional Reaction, which leads to Action, which yields the Desired Result DavidKocol.com 414-265-
  • 4. The Purpose of Video is Engagement DavidKocol.com 414-265-
  • 5. Emotions that Engage: Enjoyment Helpful In the know Surprise Fear Trust Understanding Conflict DavidKocol.com 414-265-
  • 6. Emotions Created by Video Enjoyment Humor, fun, escape, entertainment, and more Old Spice “I’m on a horse” Disney commercials Disney World, Cruises “World’s Smartest Man” - Dos Equis “Flo” from Progressive DavidKocol.com 414-265-
  • 7. Emotions Created by Video Helpful Useful, educational, problem-solving, etc. Home Depot Menards Lowes The Smithsonian Channel DavidKocol.com 414-265-
  • 8. Emotions Created by Video In The Know First to know, on the inside, in the know, etc. Angie’s List Hollywood shorts (Entertainment Tonight) “What You Need To Know” Emergencies E-Trade 60 Minutes DavidKocol.com 414-265-
  • 9. Emotions Created by Video Surprise Shock value, unexpected, unique perspective Anything Honey Boo Boo Lottery Drawings Anything Lady Gaga Memorable Sporting Events Some Comedy DavidKocol.com 414-265-
  • 10. Emotions Created by Video Fear Warning, investigative, being prepared, etc. The Weather Channel Personal Finance Clips – Suzy Orman Scope commercials Allstate’s Mayhem spots DavidKocol.com 414-265-
  • 11. Emotions Created by Video Trust Safety, reliability, honesty, integrity, etc. We’re the … you can trust FedEx – when it positively…. Banks Doctors Michelin Tires DavidKocol.com 414-265-
  • 12. Emotions Created by Video Understanding Belonging, empathy, crusade, etc. Harley Davidson - product or brand Green Bay Packers – sports teams Patriotic/Patriotism/Nationalism DavidKocol.com 414-265-
  • 13. Emotions Created by Video Conflict Debate, discussion, point/counterpoint, etc. Politics NRA ALCU PETA DavidKocol.com 414-265-
  • 14. Psychological Reasons Video Works Faces Voice Emotions Movement DavidKocol.com 414-265-
  • 15. Psychological Reasons: Face  A face that is speaking grabs our attention because that is how we are programmed.  Scrolling text does not capture our interest, but a speaking face does. DavidKocol.com 414-265-
  • 16. Psychological Reasons: Voice  Hearing a voice that is speaking to us keeps our attention. It also serves as a way to deliver a message, with emotion, that transforms plain text into audio content. DavidKocol.com 414-265-
  • 17. Psychological Reasons: Emotions  Posting a message in a video also brings along the added advantage of spreading the excitement.  We can exhibit body language and emotion through video that we may miss when reading text. DavidKocol.com 414-265-
  • 18. Psychological Reasons: Movement Movement on the screen keeps us engaged. By keeping our attention, it allows the viewer to receive the emotion in the message, stimulating the viewers and help them to stay excited. DavidKocol.com 414-265-
  • 19. Ideas for your Business Video USP Unique Selling Proposition Features or Key points Spotlighted History (how you got to where you are) Show a process, demystify (factory tour) Your Uniqueness (What makes you stand out?) Core Value or Values DavidKocol.com 414-265-
  • 20. More Ideas for your Business Video Product Demos Customer Submitted Video Hints or Tips (Kinks and Hacks) Showcase of your Customer’s successes Frequently Asked Questions Testimonials DavidKocol.com 414-265-
  • 21. If you need my help  If you need some help planning your first video, I am happy to consult over the phone.  I can also do a one on one webinar type session that can help you start. DavidKocol.com 414-265-
  • 22. Please call or e-mail with any questions. dkocol@usa.net www.DavidKocol.com 414-265-6783 DavidKocol.com 414-265-
  • 23. This presentation can be found at: www.slideshare.net/DavidKocol/ and www.DavidKocol.com/downloads DavidKocol.com 414-265-