Are You Visually Rich or Visually Poor?

Simple Illustration Rich verses Poor

Are You Sitting on a Pile of "Easy Video"?

Are you a visually rich or a visually poor business? Knowing which matters because it will direct what type of videos you need to make.

Getting a benefit from using video in your business will depend on how engaging you can make it. Having lots of interesting things you can show your audience will make that easy. You will have to work a bit harder to make things visually stimulating if you don't.

How hard can it be?

If you sell a physical product or make or repair anything at all. Then you could be sitting on a pile of “Easy Video”. 

Anything from carrots to caravans would count as a physical product. 

You might show future customers how these are made, processed, packed, delivered or used. All of this can be be captured as it happens and presented in a video format. They might be produced to bring attention to the quality, originality, usability or environmental credentials of the goods. Or used to provide some added value to your product. Repairs and maintenance guides, useful tips or other "in-use" help and support information.

Illustration of a modern kettle

All you need do is make the time to record it. Doing so will add value to it by increasing your prospective buyers’ understanding of your product to them.

If your business is based on providing a service that has a physical process. Then you also have a rich seam of visual content you can use to support the service you provide.

Be this a plumber plumbing or a tiler tiling, every trade will have something they take for granted, because they do it every day, that others will find of interest. ​

Showing prospective customers how you do something will help support the value in what you do. Make you more recognisable on Social Media while growing your reputation, authority and perception of your expertise.

Why would one not want to do that? Particularly when there are numerous examples of businesses who have used this approach to increase sales. One of which immediately springs to mind for me is BlendTec.

BlendTec were one of the first companies to see the potential of posting videos to YouTube. They became a "must-watch" channel around 2006 - 2010+ With their "Will it Blend Series".

Their sales were reported to have risen by over 500% as a result of their YouTube exposure through social sharing.

Not so easy video

Businesses that provide a product or service which is the result of the intellectual rigour are less blessed. You are going to struggle to produce similarly interesting video using the same method. 

This is because you principal visual resource is your people and their working environment. Most office environments and the people within them are generally not that exciting to look at. Yet the value in what they produce usually is.

They are what I describe as being “Visually Impoverished”™ businesses, while the former are clearly ones who are “visually rich.”

Illustration Someone Thinking

Are you one of these business types?

You are a people driven business with no other visual resources. 

If so, your best video option is to use the knowledge and expertise of your key staff as a source for your content. Senior managers, Partners or Directors with years of experience, and who are experts at what they do, are a deep well which you can tap into.

Use illustrated graphics and visual metaphors, rather than photo based images or recorded / filmed video, to support what they say. 

This is because, we are all pre-programmed to recognise patterns and faces as a survival trait.

Once the face or pattern has been recognised or classified the subconscious reaction is to ignore them, provided they do not pose an immediate threat. You have no control over this auto response. You will only engage with it if there is a higher purpose in doing so. 

Your boss talking to you might be classified as being something that has a higher purpose because the content is targeted at you. 

A leader of any kind will cause their followers to be attentive while the curious may watch for a while but will soon turn away if no immediate connection is made. 

Gifted orators will command the complete attention of their audience through their charismatic delivery. Good orators are however relatively rare.

Most speakers will use some form of visual references to support their message. ​

There is a good reason why PowerPoint is now considered an everyday presentation tool. Just because few understand its full potential is not a reason for ignoring it.

Illustration 15% More Memorable

You don't have to be poor forever.

If yours is a “visually impoverished"™ business. You will need to support and reinforce the core information you want to be remembered with visual references.

Screen-grabbed video; a montage of memorable photographs; information graphics or drawn images will all help. Make every information rich presentation or recording you create more engaging, entertaining and easier to consume. Pack it with visual metaphors that support what is being said.

These supporting images are guaranteed to make the information more memorable and easier to recall in the future.

If you are taking the time to invest in this core content. Expect to get a longer return from illustrated content than a live recording. People age and dress styles change dating your content. Employees move on making them less relevant. 

A good illustration will look as fresh and continue to support meaning many years after it was first created.

Think of it as a protected investment that will support your business authority and on-line presence for many years which your rivals will find difficult to match.

About the Author

I'm Sam Finlay, the founder of moreVisible and I originally trained as an Industrial Designer back in the early 80s. My career developed from technical illustration and visualising within the manufacturing sector, to design consultancy servicing high street retailers and brands, visualising future products, explaining how these would look or function for B2B presentations. Before moving my creative skills into online video & animation production for the digital economy in 2008.

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