Video Advantage #3

Okay, now let’s move on to the third advantage, clarity. If people don’t understand your product they won’t be able to rationalize their buying decision or even share your message via word of mouth. Plus, it’s hard to have a positive emotional reaction when you don’t really understand what a product does or how it works. You see, videos ability to both show and tell is a huge advantage because it makes your message clearer and easier to understand. Since 1971 psychologists have known that combining verbal and visual information at the same time improves comprehension and memory recall and that’s because the viewer is able to create stronger associations between spoken words and the visual elements. In other words, video ensures that your message resonates with any type of learning style. So when does increased clarity justify the added cost of video? The most obvious use case is when you describe how your product or your service works but another situation when video can enhance the clarity is when you need to communicate ideas in a precise order. You see people rarely read from the top of the page, all the way down, we tend to skim and skip around only consuming a small percentage of the words all the way down the page. Videos, on the other hand, they’re not easy to jump around in which helps you retain more control over the order in which your information is processed. You can resolve most common misunderstandings or even objections, immediately, if you address them as soon as they arise and that’s one of the advantages of writing video scripts strategically.