This two-part Minute with Messaging™ highlights how teaming genuine emotion with technology can motivate action.
Time is an important consideration of messaging. Today’s world of shorter attention spans means that you have a limited amount of time to connect with audiences and motivate them to act before the bubble of opportunity bursts.
Online video is not only a convenient messaging tool through its on-demand availability, it also allows audiences to experience the emotion of your story which researchers have determined is neurobiologically essential to our decision-making process.
I’m often asked what the length of an online video should be. The answer is as unique as the situation; however, the length of every production should be enough to:
- connect audiences with the genuine emotion of your organization’s message, and
- allow viewers to form an attachment to the people or needs your organization serves, keeping in mind that who delivers your message is as important as what is said and the time it takes to say it.
Once an impactful story is crafted, today’s technology can be used to capitalize on the emotional connection it achieves. MyCall2Action? is an online strategy we’ve developed that immediately transfers viewers to a call-to-action page of your choice when the video ends and emotions are still being felt. That page can be where viewers make a donation, volunteer, register to attend an event, request services, schedule an appointment, or make a purchase.
In Part 2 of Action is in the Timing, I’ll explain how this strategy can translate a compelling message into income.
I’m Kelli Newman and this has been a Minute with Messaging?. For past episodes of a Minute with Messaging, and to learn how your organization can benefit from Newman & Newman strategies, visit our website at NEWMANandNEWMANinc.com.
