If you are a marketing manager, corporate innovator or entrepreneur - It doesn’t matter if you have a world class product, service or a breakthrough idea. Your biggest challenge is being able to convey your message in a manner that relates, connects and drives action. Marketing giants are saying that attention and traffic is the asset. So, the default for most marketing efforts is to buy traffic, create ‘me too’ content and advertise it into as many channels as possible. There is very little focus on the quality of the core message. I believe that attention alone is not enough. Attention is just eyes and ears. Without connection and influence you’ve got nothing. I am obsessed with the science of storytelling to create an emotional connection. My vision is to humanize brands by telling real, human to human stories that pull us in, inspires, entertains and educates us. Stories that spark our curiosity, make us smile and warm the soul.
Before you contact me, you should know that media production is changing. Technology is advancing thick and fast transforming the way we create, deliver and consume information. Any man and his dog can work with a camera these days. Filmmaking equipment is getting cheaper and cheaper, most smart phones these days can produce good quality images. Anyone can take a pretty picture, soon your grandma will be calling herself a filmmaker but an image without intent or meaning is worthless.
Most brands have similar offerings - product features, benefits and specifications. It’s like going to a high end restaurant and viewing the menu. We are already there, now we need the menu to make a meal choice. What got us there is not just the menu but the meaning we’ve attached to the event and the stories we tell ourselves about the experience we are about to have. In the digital world, consumers have more options than ever before. If you are a brand today, there’s thousands of you with the same features, benefits and specifications. The only thing that will separate you from your competitors is the meaning you attach to it and the trust you convey.
Agencies today are creating digital factories for media production. They will have you believe that quantity of content will get you attention and put your brand’s communication on the assembly line. This mentality is responsible for the noisy world of digital advertising. It lacks depth, meaning and connection and therefore fails. Traffic is pointless without a solid message that leads people to act.
I believe that attention without connection does not have the ability to influence people to act. We all know when we are being sold to. To tell a real human to human stories is hard. I rarely work with actors or personalities that are media trained. Most of us are uncomfortable performing for a camera. It takes years of dedication, thought and understanding to draw out the real essence in your communication. I craft strategic narrative campaigns that are personal to the brands intent I do this by understanding the humans behind brands. I am massive believer in humanizing communication. I have seen massive economic upside to getting your story right, communicating your message clearly and connecting to the emotional intelligence of consumers. You only have to look at brands like Apple, Google, Uber, Nike and Mercedes to feel its power.
One of my clients is a business coach. I directed and filmed his story years ago and he still to this day plays it at the start of every speaking event and uses it to deepen the connection with attendees before he gets on stage or signing up with him for a month to month commitment. Another client uses his story for sales meetings to close major deals with governments globally. He walks into the room, plays the film and the deal is pretty much done. The rest is up to his team to deliver. There are many ways to use the films I make. Most of my clients use their video online as a 24/7 tool to drive action.
There’s only one of me and there’s millions of businesses that need my help. I simply can’t get to them all. The thing that inspires me is change for the better. I have founded a brand called Humanize You which is leading the way for human to human stories.