- DON'T FOCUS ON SELLING BUT ON TRANSMITTING
- Normally, what many companies do when structuring an audiovisual project is to have sales as the main objective of the campaign and, although sales are very important and any brand seeks to generate them through its marketing campaigns, which will connect the audience with your piece will not be your desire to sell or promotions that you carry out but: What are you transmitting to them? Emotions are the vehicle by which you connect or disconnect a person from your audiovisual piece. That is why the recommendation is that your biggest priority should be to focus on emotionally transmitting something that generates a connection between your service/product and the person on the other side of the screen. These emotions can range from mystery and melancholy to euphoria and effusiveness. Everything will depend on the next point.
- BE CLEAR WHAT YOU WANT TO COMMUNICATE
- PLEASE! We need to define the message before anything else. Audiovisual media allow us to communicate everything we want and many times we communicate too many things at the same time. That is why it is very necessary, before structuring a project, to define very punctually and specifically what message are we going to deliver? This will allow us to be assertive in the way of structuring the script and then the graphic proposal, taking into account that in these times social networks increasingly limit the time to increase the reach of the pieces.
- BE CLEAR ABOUT THE INTENTION YOU WANT TO TRANSMIT
- A very big mistake that is made when making a video or audio production is that the message you want to communicate does not match the tone of communication with which the message is sent. That is why we must take great care that the message is in harmony with the intention with which it is communicated. You cannot sell a trip to a luxury hotel in Hawaii with a cold, dark and very reflective voice, nor do a social reflection campaign in favor of malnourished children using an extremely effusive tone.
The art is not only in front, but also behind the lens.
AUTHOR
Johan Cortés Castañeda
Lyown Films Manager
