Less explanation, more context.

Aug 13, 2020

A great product is the one you don’t need to explain so why would you need an explanation video?

You want to sell your thing? Think like you’re going on a date: everything from the way you invite to the place you choose to what you’re wearing sends a message. And It doesn’t dependdepends only on what you say and how you smell. The combination of all those elements creating the right context will be decisive for the outcome. Try to realize the best market context where your startup fits as a solution and use it as a kind of scenario for your script.

When a biotech startup came to us and asked for help on their scientific research microfinancial website, we brainstormed about the best way to approach this on video. To describe how crowdfunding works or to help the user to understand the challenges faced by scientists when they are looking for financial support to their studies? This is context.



This will position your business in your spectators’ reality thus situating them in a known context: a situation where they solve a problem in a better way than they solve today. (hopefully thanks to your product).

1) Help them understand their role in the story you’re telling.

2) Show how your startup can help them solve the problem in the story.

The truth about videos: no time, bro. You just have a few seconds to catch someone’s attention, and like Love, this is not an exact science. It’s better to focus on an intelligent argument in the right context to make people curious about you and hopefully going on a date with your product. The rest is up to you. 

Explain less!



See how >


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