It all started when Andrew asked a cognitive psychologist, who also happened to be his mother, about why the videos he was creating were so effective. She said it had to do with three things:
Keeping the story simple
Connecting with people’s prior knowledge
Stimulating both auditory and visual senses
In short, people can only remember so much information at one time. That’s why it’s so important to keep the story simple. Too much information results in people’s brains getting overwhelmed and remembering less of what you tell them.
One way to help people remember more is to connect your message with their prior knowledge. Telling someone that your service is like Match.com is more effective than a lengthy explanation because it connects a new concept with something they already know. That’s why we spend so much time coming up with metaphors that connect with your customers’ prior knowledge.
Last but not least comes increasing retention by stimulating auditory and visual senses. This is known as the dual-coding theory. Dual coding has been scientifically shown to increase retention by 58%. Stimulating auditory senses alone leads to a 10% retention rate, but stimulating both auditory and visual sense increases retention to 68%.
By combining these three principles from brain science into all of our projects, we’re able to present our clients’ messages in a simple and memorable way. The results are powerful 60 to 90 second videos that tell your company’s story while also employing the brain science of video that will make the message stick.
6. Relate to the Past
Use metaphors and draw on the
viewers’ previous experience
=
7. Two paths to follow
Two types of information
Billy is climbing a tree.
8. If you tell me,it’s an essay. If you show
me,it’s a story.
- Barbara Greene
Storytelling is the most powerful way
to put ideas into the world today.
- Robert McKee
Storytelling
9. 90% of people are motivated by
suspense to finish a task
(Green and Brock)
Suspense
