Monday, February 15, 2016

Plan B - Parents

Video of the week

Why plan B? Here the closure. Although plan C can also shine:

Direct link to the video

So, to all loving video creators for the good cause of you, again we have a classic of the dramaturgy in front of us. The golden rule of the three good things / climax /  dramaturgical turn and the healthy humor - everything is there.
Everything was done well.

But video of the week it became for another reason: Because it transmits the perfect threshold motivation.

Threshold motivation

Over and over again I jaw to my customers: A video is NOT an all-round tool, not for marketing nor for fundraising. It has advantages, but it's solely only a brick. Hello, beautiful's - a video like that only runs 1 to 2 minutes. It can be spread over a million times without any additional charges, but it only reaches the single viewer exactly ONCE, and 60 seconds should get him to become one of your members or to make a donation? Such nonsense.

The strength of videos are: videos can take people over a threshold - e.g. to click on the button "read more" or to dare the step to make contact. For this, they are perfect because they can transport emotions very well - or cause reactions to them.

Two emotions - oh - in my chest!

Here the target group are parents which are thinking about adoption. They are standing on the springboard, but they don't dare to jump. Two emotions determine their position: 1) They would love to be parents - because the love of a child can't be compared with anything else. - and 2) They are worried because they want to be good parents. And who can accomplish this? Or who knows it in advance?

The video aims for both emotions. 1) It calms fears - "you don't have to be perfect" - and 2.) it strengthens the motivation: "a moment like this NEEDS parental assistance! For this, you will be loved."

A good NonProfit video is always a good threshold video.

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