No, the video is not an award winner with extraordinary production values.  In fact, it was shot with an Mac’s webcam in just a few minutes.  So what’s the deal?

It’s the Power of Story and a Savvy CEO Who Knows a Good Thing When He Sees It

Here’s the email I received from Gerry Lopez, CEO and President of AMC Entertainment, the movie theatre company.  He was responding to my short video relating a bad experience that turned into a remarkable one.

As you read this, consider the fact that Mr. Lopez has a myriad of issues to address, but this simple video engaged him, probably irritated him at the start, then made his holiday season:

Dear Mr. Kaplitz,

President and CEO AMC Entertainment

Now here’s the very basic video which I introduced in an email saying:

“The Tina Patsch Story won’t be coming to the big screen — but this two-thumbs up adventure had to be told!”

Then the link to the short video.

TAKEAWAYS

You can be your own media company thanks to YouTube and the power of social media.

One-to-one video storytelling can get your message across if the story is relevant.

Be yourself, be real, as we tell our Content Marketing clients all the time.

Find somebody or something in celebrate even for what starts out to be a bad experience.

———-

You noticed that Mr. Lopez’ response wasn’t simply the standard “Thanks for your feedback.” The guy understands corporate culture, brand touch points, Brand Ambassadors who bring brand experiences to life, and what we call The Power of Story. No surprise when you look at his background. Previously, as executive vice president of Starbucks Coffee, he was responsible for “The Starbucks Experience.”

And Gerry Lopez knows a good movie when he sees it.

As senior vice president of Content Marketing for AR&D I like to respond.

Rather than just watch me, click on some of the articles to the right under Recent Posts to see what Content Marketing can do. Watch actual examples for clients ranging from The Four Seasons Sports Club and Resort to non-profits like Friends of the Family, which helps victims of domestic violence. Imagine the “old way” of trying to communicate with just text. Video brings your story to life. And ultimately, it’s the Power of Story that gets your phone to ring.

How do you overcome the challenge of virtually no action in a story?  Say just a guy in a chair.  Here’s one approach.

Learn more to create engaging storytelling. Click on the links to the right under “Recent Posts.”

It’s a great way to include your questions or even narration.  Yes, you’ll need to edit in the second camera video (Kodak Playsport), but it can save you the time it takes to set-up the tripod for re-asks.

The top image shows Galen’s concept and the image below how the final product looks on air.

The article describes how gracefully a former Wimbledon chamnpion handed over the top honor to the new champ.

What you might appreciate most is this poignant image of the ex-champ applauding the new one.   For many people who watched, it represent a defining moment.

How can you get these shots and write so well — especially if you cover everyday stories?

Keep an eye out for contrasts — like a winner and loser in the same shot.

Consider how a person who lost rose to the occasion with many seeing that person as a winner in their own right.

The writer, Glenn Kessler, provides a reality check so a President or anyone doesn’t pull a fast one.  He also gives so-called Pinocchios.  Two means the presentation made serious mistakes.

He writes:

In a bit of class jujitsu, the president six times mentioned eliminating a tax loophole for corporate jets, frequently pitting it against student loans or food safety. It’s a potent image, but in the context of a $4 trillion goal, it is essentially meaningless.  The item is so small the White House could not even provide an estimate of the revenue that would be raised, but other estimates suggest it would amount to $3 billion over 10 years.

Viewers value this type of reporting because you’re nailing down important facts, serving as viewer advocate.  So:

• Look for opportunities to check facts on important pronouncements — especially political ones.
• One way to make this relatively easy is to check with that person’s greatest critics.
• After you nail down your facts, give the official or politician an opportunity to respond while asking them the tough questions.

Here are takeaways from a popular magazine.

Write tight.  For example, “Best cameras” and “Fast food losers” sell succinctly.  Same for “Repair or replace it?”

Numbers work well. For example:  “Six ways to save on your pet.”

“Most” and “least” grab attention.  People are curious.

People want to save money. Especially “thousands” of dollars.

These headlines effectively sell the benefit of reading the magazine.  And without the power of video — a huge tool in your toolbox.  Also, consider ways to employ these approaches when you write your stories so they engage your viewers.

You don’t have many choices unless you’re independently wealthy.  Here’s what we recommend:

Write down the big projects.

Make a realistic estimate as to how much work and time they’ll require.

Consider what you believe are the higher and lower priorities, even numbering them.

Ask the person you report to — and everybody we know reports to somebody — whether these priorities are aligned with what they have in mind.

If something has to give, make sure you both know what is it.  Same for what can’t give.

You’ll still work hard, but your chances of avoiding what’s happening to this poor creature will be better.