Spoiler alert: Avoid the well-trodden trap of “sob stories”.
Think of most charity videos you’ve seen either online or on TV.
The typical format goes like this:
Sad music > Sad images > Sad voiceover > Please donate.
Whilst this has been the “go to” format for as long as we can all collectively remember, it’s totally counter-intuitive to the way we actually respond to content.
It’s also painfully uninspiring for everyone.
In following this tired, dusty old structure, you fall in to the trap of sounding just like everyone else.
Most charity videos fail to take the audience on any kind of journey.
And the journey is crucial in order for audiences to invest in the story.
Audiences respond better to stories of success than they do to stories of endless suffering.
And when your audience can imagine themselves as the hero of that story, you will paint a more compelling picture of how they can make a tangible difference.
They themselves will transform in to a better person as a result.
If you can successfully create that that warm and fuzzy feeling…
You know the one…
The one that creates that sudden gulp in the back of your throat that comes from an overwhelming sense of pride from being involved in something that’s bigger than you.
The one that makes your heart beat faster.
Then there is no limit to your success.
Because these raw, inspirational emotions are the feelings that compel people to act.
And it is at that point – and that point precisely – When people are in a highly elevated state – that they are the most likely to do so.
You’ll be amazed where the power of this shift will take you.
- The goal and purpose of all good charity videos is to pull the right emotional levers at the right time
- Your audience needs to picture themselves as the hero of the story
- Tone down negative emotions and ramp up positive emotions that inspire