[Tom Clifford is an award-winning filmmaker, interesting guy and a strong believer that companies – big, small or micro – are in the story making and storytelling business. Youtube and its imitators and lesser-known video sites are disrupting and reshaping what video means. Tom’s got some good advice here if you’re about to hit the
video superhighway, or just trying to add one good screencast to your micro-ISV site that tells your story. Thanks Tom!]
By Thomas R. Clifford
Corporate Documentary Filmmaker & Story Katalyst
Ever think about having your own marketing video?
Sure you have. You’ve probably wanted your own corporate video for the longest time.
With so many businesses producing their own marketing videos, not having your own video is like throwing money into your competition’s hands.
Heck…you might even own a fancy video camera with all the latest editing software. Oh, yeah…you even have your own free, worldwide broadcast network, remember? YouTube.
So you’re good to go, right? Nope. Not so fast. What will make your video stand out from the others? How will it be different so your potential customers will notice you?
Here are five ideas to move your audience into action using an authentic corporate video.
As a veteran documentary filmmaker, there are several natural “laws” I follow to produce a “remarkable” corporate video. They will work for anybody, including you. These ideas are an expanded view from my “10 Tips to Create Your Remarkable Corporate Video” post.
1. The Law of Story.

From my lens, tools do not a story make. They never have; they never will.
Do you know the secret DNA code for your video? It’s your story. Period.
Not the latest hi-tech gear. Not those cool, whiz-bang-eye-catching effects. Not that slick camera with all the tricks built-in. How about that wicked new software? Nope.
Story “makes” video. YOUR story is YOUR video.
So here is the formula: your remarkable story = your remarkable video.

How do you make your video “remarkable?” Remember, your story is unlike anybody else’s story. WHY you do what you do holds the key to your remarkable corporate video.
Think about this for a minute.
Why do you do what you do? Go back in time; to that “A-ha!” moment. In that instant, in that single moment, you realized you could change somebody’s life for the better. That is what your audience cares about the most. That is what has to be captured in your video. Your audience wants a story. So tell them a story. Beginning, middle, end. Simple.

  1. Tell them what you do.
  2. Why you do it.
  3. How it helps them, and
  4. What it means to them.

That’s it.
Then your audience will care about you. More importantly, they will care to tell someone else.
2. The Law of Caring.

“Why should my audience care about me?” “Why would they care about my product or service?” “Will they even care about my video?”
Caring means “concerned, compassionate, kind, considerate and sympathetic.”
Why the heck should your audience be concerned and sympathetic about what you do? They’re terribly busy. You are just one click away from your competition. Boom. Whose next? They’re outta here.
Tough stuff, indeed. But once you tell your audience why they should care about you, then you offer them meaning behind the product. Then they begin to care. When they care, you have their attention.
I care about filmmaking because it literally changes people’s lives. It changes careers. Filmmaking changes our thinking, our perceptions, and our consciousness.
Your remarkable corporate video should have the same passion. People care more about authentic stories than fancy features, statistics, comparisons, charts and graphs and drop-down menus.
So…get me to care about you and your story, then I will feel connected. Then I will get emotionally involved. Then I will tell others, too.
Now that you have my attention and I care…perhaps a sale is not too far away.
3. The Law of Different Points of View.

Who ever said a scripted voice-over with video is how to create a corporate video?
To jumpstart things, consider incorporating these different points of views in your video:

  • You.
  • Current customers.
  • Potential customers.
  • Sales people.
  • Primary audience.
  • Product/service.
  • Human Resource.
  • Purchasing Department.
  • The CEO.
  • Department heads.
  • Department teams.

Each one represents a point of view, a personality, beyond yours. Now that’s different!
4. The Law of Benefits.

It’s all about me and my world. That’s how your customers think. Come to think of it, it’s how you think, too.
Connect with your customers by showing your audience the benefits of your service over your features. Why?
Because consumers buy with their emotions and feelings. Think of it this way.
Your features are food for the “left brain.” Your benefits are food for the “right brain.”
Assume for a moment that the left brain is satisfied with the features you offer; the features work, they’re cool, they’re different, they’re unique. But your viewers are still hungry. That’s where the right brain comes in; where the emotions and feeling are stored.
Ultimately, we are motivated to purchase things by our feelings and emotions. We feel good buying your product. We feel enlightened using your service. Your customers don’t feel the features. They feel your benefits. Sell the benefits. It’s about them, not you.
5. The Law of Change.

Think 30. 30 seconds, that is.
Commercials have completely re-wired our brains to think in 30 second time slots.
Your corporate video should follow the same path. Think of your five minute video as a series of 8-10 commercials; change the music and ideas every 30 seconds.
This is the best-kept secret to make people think your video is shorter than it is. Changing the pace and rhythm every 30 to 45 seconds keeps things moving and keeps your audience engaged every moment along the way.
Think of these “5 Laws of Remarkable Corporate Videos” as the foundation for your video story. They can be applied by anyone with any product or service, and easily customizable.
So…whose telling your story?
[tags] micro-ISV, corporate video, screencasts[/tags]


  1. Pingback: Director Tom: Thomas Clifford, Corporate Video Filmmaker

  2. As a producer of a weekly documentary on Entrepreneurs in Sri Lanka
    I must agree that personal stories always get the best reactions.
    Its always that and the truth well told that touches people!
    The best read I’ve had in a long time ! Thanks for that!

  3. Pingback: The Dos and Don’ts « The Muckle Hen’s Scratchings

Write A Comment