Bill Docherty, a persuasive communication expert has found that “the communicator’s attitude and tone of voice will account for 93 percent of the effectiveness of his or her communication, and the words will only account for 7 percent of a person’s effectiveness.”
Maybe this is why video is becoming more widespread when it comes to internet search.
Until recently, search was “words” because that was all search could do. With the Google purchase of YouTube, there is an increasing emphasis on video in search. Over 25% of all Google searches are on YouTube. Video is 50 times more likely to land on page one of a search.
Search is a “fact based” exercise. Searchers are looking for answers. They are building relationships. Looking for places to return for continual knowledge.
Traditional video production TV tended to mix emotion with fact. The concept was to reach your heart through dramatization. One placement, hopefully, it will get you to call. Check out this PR spot
Here is another approach. These are excerpts from an interview with the head of the organization. Focused on providing answers to questions. Building trust and a relationship. Creating a launching point for a conversation. Providing a person that people feel comfortable buying from.
Then, an opportunity to purchase. Same format. Logical “close”.
Both good approaches. The PSA is traditional PR. The second approach adapts itself to social media, and lays the foundation for the conversation.