How To Make Boring Businesses Exciting

Wouldn't it be nice if everyone got as excited about your company as you are? Unfortunately some businesses just aren't very sexy; in fact, some businesses are downright boring. As a consequence, companies that sell commodity products and routine services tend to rely on presentations that load-up on features, specifications, and statistics that may be relevant to anal-retentive types, but hardly compelling to the vast majority of your audience.

There is no reason why every company can't deliver an exciting image to its audience; one that generates the kind of buzz and excitement usually associated with companies like Apple, Victoria's Secret, Benetton, Absolut Vodka, and Sony.

It may seem impossible to produce a whole lot of steam for things like sand paper, accounting services, and facial tissue, but thanks to the Web and it's extraordinary ability to deliver multimedia content, even the most mundane offerings can get hearts racing and the blogosphere blogging.

Emotional Experiences Connect

Let's take facial tissue as an example; it is one of the most common, boring everyday products you can imagine. There is just not much you can do to sell this stuff other than telling people yours is softer and cheaper than the other guys, but then the other guy is saying the same thing; the result, consumers buy whatever is on sale. But wait, the clever fellows at Kimberly-Clark instituted a brilliant website campaign for their facial tissue, called "Kleenex - let it out."

The campaign zeros in on the emotional experience associated with why people use facial tissue: to wipe away tears of joy or sadness or maybe to clean-up cute little runny noses - in each case the result of some moving event.

Tapping into this emotional association is key to the Kleenex campaign and key to your new thinking on how to make your boring stuff, exciting.

Video - The Best Way To Tell A Story

The Kleenex campaign features prominent videos of articulate people telling their personal stories, all resulting in the need to use a facial tissue.

A pregnant woman discusses the emotional impact of having a child and as her eyes begin to tear, the interviewer hands her a Kleenex. A second video features another well-spoken woman talking about her return to New Orleans after the devastation of hurricane Katrina. Again as the woman becomes emotional and begins to cry, the interviewer hands her a tissue. Nothing more needs to be said, this is very powerful story telling that connects to the audience and delivers an image of the brand as caring and sensitive; the exact kind of impression the company wants to portray.

Even companies that aren't exactly dead-from-the-neck-up boring can benefit from this approach. The Home Depot ran a series of advertisements with a husband showing his wife a series of power tools that he wanted. Rather than try to convince his wife, and by association all the wives in the audience, that he needs another expensive toy, the husband points to each tool and states, "this is your new shelving unit" and "this one is your new kitchen" - a far more dramatic and effective way to make the case for a new purchase.

You can deliver the same kind of powerful marketing messages for your own company by presenting Web-based videos that follow a few very simple guidelines.

Six Steps To Turn Boring Into Exciting

1. Use People to Sell People

There is no substitute for people. Human beings are capable of communicating with an enormous degree of nuance and subtlety, using voice, expression, body language, and gesture; no animation, avatar, or artificial substitute can take the place of a real person for communicating meaningful, memorable marketing messages.

With relatively easy-to-use production tools anyone can create a video, but not necessarily one that delivers the message or image that your company wants to present. We have seen far too many poor quality efforts both on the Web and even on local television, where company presidents with bad haircuts and ill-fitting suits, uttering nonsense-riddled scripts in zombie-like performances expose themselves to audiences expecting more, much more.

Skilled performers communicate in very subtle ways to an audience, and only the well-practiced professional has the experience and capability to deliver the intended experience. The cost of saving money by doing-it-yourself or with amateurs can result in delivering an unintended message that may undermine the impression and image you are trying to create.

2. Perception Is Reality Use Scripted Professionals

You will notice that I described the women in the facial tissue videos as articulate. Now I cannot tell you if these women were actors or not, or that their powerful presentations were scripted, but if I had to guess, I would say these very effective videos were about as carefully produced and constructed as the latest episode of 'Survivor' that by no means makes them any less effective.

The point here is that perception is reality, and the professional filmmaker knows how to tell a story and communicate a message; and that is not the same thing as being able to turn on a video camera.

3. Tell A Memorable Story

When we talk about companies telling their story, it is important to distinguish between the company's history and the emotional experiences generated by the product or service.

Company histories can make for interesting videos and can produce a sense of trust associated with being in business for a considerable length of time, but that sort of presentation does not speak to the underlying emotional and psychological factors that actually trigger a sale.

It is difficult but imperative that businesses understand that marketing is not about you, or even the product or service, it's about the audience.

Like the Kleenex videos and the Home Depot commercials, every product and service that is purchased from your company represents an experience, a story that relates to your audience's aspirations and needs. It is the audience's story that demonstrates credibility, clarifies purpose, penetrates memory, and makes the message compelling.

4. Create An Emotional Experience

The vast majority of decisions we make are colored by the emotional relevance associated with those decisions. No doubt rational factors figure into our decision-making process, but the pivotal factors that attract the use of one product over another are emotional.

If you're not connecting to your audience on an emotional level, then you are left with a commodity that can only be sold on price and features, and unless you're a monopoly, there will always be some competitor willing to offer your customers more for less.

When presenting your product or service it is important to tap into an emotional element that your audience can relate to as its key purchasing decision factor. When people purchase boring accounting services and software, what they're really buying is an improved life style for their families. It really doesn't matter what you sell, if you look hard enough, you can find the emotional benefit that should be the central element of your marketing message.

5. Create a Believable Relevant Personality

Part of the process of connecting with your audience is creating an appropriate personality for your company. Many corporations today believe in the cult of management personality but this is a dangerous game. Your company needs a personality of it's own, one that is distinctive and that will stand alone and not be dependent on senior management's ego and self-promotion.

Web-video marketing campaigns provide a vehicle that allows companies to create appropriate personalities that engage, inform and entertain your audience in ways that establish your identity and create the basis for a prosperous business relationship.

Clever marketing can create a corporate personality but it is imperative that you follow through and deliver that personality in all aspects of your relationship with your audience. Producing a campaign that promises one thing and a website, staff, and product that delivers another is one of the easiest ways to alienate customers.

6. Deliver A Critical Hot Button Moment

Web-video presentations need to focus on single issues that are driven home by the addition of a hot button moment or punch line. Remember you are telling your audience a story that needs a beginning, middle and end. That story should build to climax and deliver the point in a single memorable moment.

The era of point form slide presentations is dead, along with the laundry list of benefits approach.

Creativity, personality, and the ability to communication and develop an emotional connection to your audience through the use of Web-video campaigns has the potential to turn even the most lackluster company into a vibrant and exciting marketing business.

Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit,, and Contact at or telephone (905) 764-1246.

RSS Feed Directory - Search and read RSS Feeds without any RSS reader.

Cash Crate

Share This

You might also like:

Related Posts Plugin for WordPress, Blogger...


This content is not yet available over encrypted connections.


This content is not yet available over encrypted connections.

Could your body use a workout?


This content is not yet available over encrypted connections.

Why not try a new recipe using a new gadget?

If you must watch the game, why not go to it!


This content is not yet available over encrypted connections.

Buy a playstation or some other gaming system!

Have some fun, click around!

about this blog accelerated learning acting adult coloring adventures affiliate marketing afterschool amusement parks android apps android phone angry mothers apartments apply make-up apps apps Windows 10 art audiobooks babysitting bizarre thoughts black friday blogging board games body building body odor book publishing book writing books boost creativity bored bored and lonely bored at home bored at hospital waiting room bored at restaurant bored at school bored at work bored audience bored construction workers bored employee bored graphic artists bored housewives bored mothers bored online bored parent bored partner bored people bored retired people bored school breaks bored summer bored teens bored unemployed bored waiting bored with everything bored year boredom boredom and children boredom and weight gain boring boring blackberry games boring business boring career boring conversations boring event boring facts boring friends boring games boring get togethers boring job boring life boring meals boring neighborhood boring parents boring parties boring partners boring people boring relationship boring routines boring songs boring speakers boring stuff boring towns boring tv boring weekends boring work brain games and training business opportunities cars cash back savings celebrities channel art chores churches clean your computer clean your place college community events conspiracy theories contests cooking costume dressing count money couponing coupons crafts create a dance create action movie create logos create movie trailers create movies create music create online animation create slideshows create websites creative people customer service dance dating death declutter dismissed from work dispel myths dress up driving drug addicts duct tape dull conversations eating when bored ebooks education electronics entrepreneur everyday objects exercise expose lies extra income facebook family bored family history research fashion show feminism filmmaking find a mate find money finding self fired fitness food delivery foods free books free ebooks free online games free online tv Fun Sites | Cool Sites | Cool Stuff | Fun Stuff | Free Stuff fun stuff with children funny videos future predictions games gather family relics gifts go to sleep goodbye google chrome apps google plus government hair growth handle your finances hate being bored health hobbies holiday decorations holiday events holiday history holiday shopping home business home design hotel room how to get free exposure on this site how to make a music video how to sell how-to hypnosis improve self inspiration instagram internet boredom internet friendships intimacy introverts invent ipad iphone journaling karaoke last minute gift ideas lazy learn a foreign language learn something new lego building make money marketing marriage mccain dance media meditate micro-blogging miming mind control minecraft miniature models mix music mobile gaming modeling motivation museums mysterious stuff need money need website content new world order new years resolutions obama dance offline games old school music online dj mixers online radio stations organizations organize organize a protest organize any room paint palin dance parents photography places to live plan budget play music play piano play sports poems positive thinking powerpoint presentation pray procrastinators promo codes psp downloads psp games puzzle rooms rap read a book read the Bible reality shows record audio record video using movie software recording video games relocation restaurants rich and poor people save money school breaks sell stuff online sex shopping sights to see silent disco skill smartphone smule snacks social media spirituality sports stalkers store closings strange people style hair successful people supplemental income surf the waves surfing the net surveys for cash talent tattoos teaching children technology teenagers television shows and movies think about life time management travel trends tutorial videos unique ideas unique things useful apps video chat video game playing video recording visit resturants voice acting voting war watch intelligent videos watch movies watch music videos watching TV websites for adults websites for kids weird whistleblowing why people get bored window shopping work dismissal work from home work out write music writing YouTube secrets zoo

About Me

My photo

Over 20 years office work experience, six years completed college coursework, background in print media and communications, recognized for exceptional attendance and received merit increase for past job performance, self-published author and part-time entrepreneur, Internet marketing and social media experience. Interned for non-profit organization, women's group and community service business. Additional experience: teaching/training others, customer service and sales. Learn more at Nicholl McGuire and Nicholl McGuire Media

Personalized Books