60 Seconds – Chapter Six

Chapter Six: Second That Emotion

Stories are powerful tools for making personal connections and helping people align with other people. It’s the human element, relationship building.

As a consumer, while you’re doing your research and deciding whether to purchase item A, B, or C, you’re using the cognitive part of your brain.


You’re thinking about the advantages of one versus the other. So you’ve created a mental chart of the positives and negatives as you sift through options.

But when it comes down to actually making your choices, then, the emotional part of your brain kicks in and we know that making a personal/emotional connection drives the final decision, even though you’ve spent all that other time doing cognitive analysis.

What’s interesting about our process is people often ask about what the ROI will be on their video, how it will directly translate into sales, as if that’s the real barometer of a successful video. But when they see their final video, they understand that the goal is to first create a personal connection to the story. So rather than just being offered factual information, we’re inviting the viewer to become emotionally invested.

Once that investment has been made, then you’re really on the road to ROI.

According to Internet Retailer, 52% of consumers say that watching product videos makes them more confident in their online purchase decisions. When a video is information-intensive, 66% of consumers will watch the video two or more times. – Internet Retailer (2012)


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