How do you want the viewer to FEEL during and after watching your micro film?
This sounds like a Danielle LaPorte Firestarter question, but I was actually asking this question long before I read the Firestarter Sessions. (Side note: If you don't know about this book, I highly recommend it.)
Why is this question so important?
Because it's the only question.
Yes, I ask a ton of other questions to clients in order to get an accurate picture of who they are and what they do, but the spine of the video becomes how they want their viewers to feel. That decision affects the wardrobe, the colours, the music, the order, the titles, the transitions, the lighting, the music, the editing style, the everything.
Wanting your viewers to feel warm and fuzzy is different from wanting your viewers to feel invigorated and inspired. Wanting your viewers to feel electric is different from wanting your viewers to feel sensual. Each of those choices will affect every single aspect of your video, so make sure you know the answer to that question before you hire a videomaker.
And even if your producer/director doesn't ask you that question, make sure you tell them. They might have their own way of getting that info, but telling them straight up what you want people to feel will make your goal very clear.
In case you're worried that this seems manipulative, rest assured, it's not. Knowing what you want people to feel is part of setting the mood. It's not manipulative to light candles at dinner because you want your partner to feel romantic and open. And you aren't going to force people to feel this way, you're just guiding them towards that feeling.
This is also a smart move because if you've chosen a positive feeling and your video does its job, then your viewers will feel that great feeling and associate it with you. They'll be glad they watched the video. They will get instant gratification. And they will like you and trust you more than they did before watching the video. And of course, they are much more likely to buy from you now, or make the appointment now, or sign up for your newsletter now. You will also stick in their memory, especially when compared to other companies, individuals or groups who have never delivered a positive feeling.
We buy from the people we like who give us with the things we want. So never underestimate the power of providing people with a positive feeling.
Story Envelope Media
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