12 Mar 2012

Connecting to Emotion: The Power of Video

Inside the Tomato No Comments


In 1982, Cable TV had just been made available to the public and most people were unfamiliar with it. Researchers wanted to test which of two marketing approaches was most effective at helping homeowners to understand the benefits of cable TV and motivating them to sign up for the service.

The researchers created two different versions of advertising. One group was presented with material saying the following: “CATV will provide a broader entertainment and informational service to its subscribers. Used properly, a person can plan in advance to enjoy events offered. Instead of spending money on the babysitter and gas, and putting up with the hassles of going out, more time can be spent at home with family, alone, or with friends.

The second group was presented with this version: “Take a moment and imagine how CATV will provide you with a broader entertainment and informational service. When you use it properly, you will be able to plan in advance which of the events offered you wish to enjoy. Take a moment and think of how, instead of spending money on the babysitter and gas, and then having to put up with the hassles of going out, you will be able to spend your time at home, with your family, alone, or with your friends.”

The copy in the first advertisement was general and vague. The copy in the second was specific and personal. Guess which appeal led to more people subscribing to cable TV service?

The homeowners who received the first appeal subscribed at a rate of 20%, which was about average for the people in the neighborhood who hadn’t received any appeal at all. The homeowners who received the second appeal, however, subscribed at a rate of 47%.

The ability to connect to people’s emotional desires and the ability to visualize something concretely is the power of video. Video can deliver a message that appeals directly to an emotional need that someone has. It can also deliver that message in a way that people can easily visualize. They can imagine themselves enjoying the benefits of what the product or service provides, or enjoying the satisfaction that comes from contributing to a cause.

You can see how we’ve used these principles in videos we’ve created, such as “Lori Parks“, “Hotel Equities“, “Hope Relay“, and “City Story“. Whether it’s designed to motivate people to buy or to get involved in making the world a better place, video can be an extremely effective tool.

No Responses to “Connecting to Emotion: The Power of Video”

Leave a Reply