The Agency Record Blog

Telling Stories Well

We just wrapped a large video project for the World Bank, and in it one of the people being interviewed made a comment I have been quoting to clients for two weeks: “No one changes their behavior when confronted with naked facts and figures. If we expect people to see things our way, we have to tell stories. It is the narrative that motivates change.”

Every company, no matter how large or small, has a story worth telling. A story that, if told well, can cause customers, clients and prospects to react in a desired way. I have thought about how video interviews and productions can help to accomplish certain conversion goals, such as overcoming purchase resistance, managing fears (medical, etc.) and helping to introduce people to concepts and ways of thinking that funnel them deeper into the sales process.

Even if it’s just about helping prospects get to know your company better before making first contact, video is a powerful storytelling tool. See below for two examples of how video is being used by one of our clients in San Antonio:

(Patient Testimonial for Integra Clinical Research)

(Hiring Video for the medical group including Integra Clinical Research)

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