1. Why Video?
by David Kocol
DavidKocol.com 414-265-

2. Video is Effective, because it:
Appeals to our Emotions
Both Technical and Artistic
Appeals to all types of learners (visual,
auditory, and kinesthetic)
 Both Passive and Active (watch and
engage)
DavidKocol.com 414-265-

3. The Purpose of Video
The Purpose of a Video's Content leads to the
Desired Result (purchase, lead, inquiry)
because
Video leads to Emotional Reaction, which
leads to Action, which yields the Desired
Result
DavidKocol.com 414-265-

4. The Purpose of
Video is
Engagement
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5. Emotions that Engage:
Enjoyment
Helpful
In the know
Surprise
Fear
Trust
Understanding
Conflict
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6. Emotions Created by Video
Enjoyment
Humor, fun, escape, entertainment,
and more
Old Spice “I’m on a horse”
Disney commercials Disney World,
Cruises
“World’s Smartest Man” - Dos Equis
“Flo” from Progressive
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7. Emotions Created by Video
Helpful
Useful, educational, problem-solving, etc.
Home Depot
Menards
Lowes
The Smithsonian Channel
DavidKocol.com 414-265-

8. Emotions Created by Video
In The Know
First to know, on the inside, in the know, etc.
Angie’s List
Hollywood shorts (Entertainment Tonight)
“What You Need To Know” Emergencies
E-Trade
60 Minutes
DavidKocol.com 414-265-

9. Emotions Created by Video
Surprise
Shock value, unexpected, unique perspective
Anything Honey Boo Boo
Lottery Drawings
Anything Lady Gaga
Memorable Sporting Events
Some Comedy
DavidKocol.com 414-265-

10. Emotions Created by Video
Fear
Warning, investigative, being prepared, etc.
The Weather Channel
Personal Finance Clips – Suzy Orman
Scope commercials
Allstate’s Mayhem spots
DavidKocol.com 414-265-

11. Emotions Created by Video
Trust
Safety, reliability, honesty, integrity, etc.
We’re the … you can trust
FedEx – when it positively….
Banks
Doctors
Michelin Tires
DavidKocol.com 414-265-

12. Emotions Created by Video
Understanding
Belonging, empathy, crusade, etc.
Harley Davidson - product or brand
Green Bay Packers – sports teams
Patriotic/Patriotism/Nationalism
DavidKocol.com 414-265-

13. Emotions Created by Video
Conflict
Debate, discussion, point/counterpoint, etc.
Politics
NRA
ALCU
PETA
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14. Psychological Reasons Video Works
Faces
Voice
Emotions
Movement
DavidKocol.com 414-265-

15. Psychological Reasons: Face
 A face that is speaking grabs our
attention because that is how we are
programmed.
 Scrolling text does not capture our
interest, but a speaking face does.
DavidKocol.com 414-265-

16. Psychological Reasons: Voice
 Hearing a voice that is speaking to us
keeps our attention. It also serves as a
way to deliver a message, with emotion,
that transforms plain text into audio
content.
DavidKocol.com 414-265-

17. Psychological Reasons: Emotions
 Posting a message in a video also brings along
the added advantage of spreading the
excitement.
 We can exhibit body language and emotion
through video that we may miss when reading
text.
DavidKocol.com 414-265-

18. Psychological Reasons: Movement
Movement on the screen keeps us
engaged.
By keeping our attention, it allows the
viewer to receive the emotion in the
message, stimulating the viewers and
help them to stay excited.
DavidKocol.com 414-265-

19. Ideas for your Business Video
USP Unique Selling Proposition
Features or Key points Spotlighted
History (how you got to where you are)
Show a process, demystify (factory tour)
Your Uniqueness (What makes you stand
out?)
Core Value or Values
DavidKocol.com 414-265-

20. More Ideas for your Business Video
Product Demos
Customer Submitted Video
Hints or Tips (Kinks and Hacks)
Showcase of your Customer’s successes
Frequently Asked Questions
Testimonials
DavidKocol.com 414-265-

21. If you need my help
 If you need some help planning your first
video, I am happy to consult over the phone.
 I can also do a one on one webinar type
session that can help you start.
DavidKocol.com 414-265-

22. Please call or e-mail with any
questions.
dkocol@usa.net
www.DavidKocol.com
414-265-6783
DavidKocol.com 414-265-

23. This presentation can be found at:
www.slideshare.net/DavidKocol/
and
www.DavidKocol.com/downloads
DavidKocol.com 414-265-