Video Marketing

How Compelling Stories Elicit Action in Video Marketing

If You Market Podcast host, Sky Cassidy, and cohost Karla Jo Helms, interview video marketing expert, Maury Rogow on storytelling and using video to convey a brand's story. The podcast reminds businesses that their product or service will either live or die based on the story they tell.
video marketing

Sixty-Six percent of consumers prefer watching a video to reading about a product or service online in the form of a white paper, plain web content or even an eBook. (1) And when it comes to retaining a message, viewers claim they retain 95 percent when obtained via a short video. (2) “The shifting communication preferences are further signs that to sell a product or service one must tell a story – and that story is best conveyed through video in digital media channels,” said Maury Rogow, CEO of Rip Media, in the latest B2B If You Market Podcast. Rogow provided tools for both Business-to-Business and Business-to-Consumer brands to generate excitement and traction that will drive consumer action and business on Episode 69 of the If You Market podcast “Your Brand Will Live or Die Based on the Story You Tell, with Maury Rogow,” hosted by MountainTop Data CEO Sky Cassidy and JoTo PR CEO Karla Jo Helms martech news.

Early in his career Maury Rogow infused a bland board of directors presentation with a story and it resonated with the executives. Next, he tried to make a video, but it was cost prohibitive, so he improvised and made mockups in every available platform such as PowerPoint. It was effective and its use spread throughout the company, which was eventually bought by telecommunications giant Cisco Systems. What was the difference? Storytelling ─ with careful use of emotion. “Emotion elicits action and evokes memory. This is key to success. These actions go into a deeper memory than the 70,000 pieces of information that fly past us every single day,” points Rogow martech.

Rogow identified five key emotions that elicit response and should be brought out in video storytelling, spelling STUFF:

1.    Sexy or sizzling elements
2.    Touching or nostalgic
3.    Unexpected or unique
4.    Funny
5.    Fear of something

“To move your product or service from ‘nice to have’ to ‘must have’ in the mind of your viewers you need to wow them and leave them wanting more information,” quips Rogow, whose own experience in stand-up comedy has shown its value in video storytelling. When writing stories and creating short videos Rogow pointed to several guidelines for working with social media channels including the use of thumbnails of videos due to file size, use of LinkedIn ads that show the value of what you do to business community influencers, and paring of YouTube ads to be engaging in 4 seconds so the audience clicks, watches and clicks back out. In addition, he noted the value of guest blogging and making videos out of white papers and eBooks.

Rogow’s ‘Must Dos’ for effective video marketing:

1.    Know your audience; what they care about; go to their tradeshows; solve their problems; spin your story to them
2.    Personality and marketing must sync; this will build trust
3.    Don’t give your target market all the information up front; leave them wanting more so that they come back
4.    Map the prospect process from their viewpoint; provide content they want and don’t lose them by pushing too hard for a demo
5.    When they become a customer flip their journey to their preferred path; this is customer-centric storytelling

“It’s so true of prospects-turned-clients. They’ll lose a sense of engagement if you merely click a box in your CRM indicating a conversion,” Cassidy agreed. “You must continue to tell a story and provide what they are looking for.”

What is the future of video in marketing? “The future of video marketing is wide open with use of personalization to tie to your desired demographic, and interaction with other marketing channels,” notes Rogow. “This strengthens outbound video marketing as robust micro marketing.” He also noted that the value of influencers can’t be emphasized enough.

“The expansion of social media channels has given rise to a new definition of influencers,” Rogow pointed out. “In contrast to brand spokespeople in past decades, today’s influencers are typically people with millions of social media followers yet may have no sales acumen.” Helms agreed: “As I’m seeing in PR, social media is playing a key role in marketing – and video is squarely in the bullseye,” she noted.

It’s crucial to make a brand visible, reach out to audiences and stay ahead of the game in business. At the same time successful marketers realize that any video product must add value to the customers ─ in bite sized, interactive, personalized packages. (3) To listen to the podcast episode on storytelling in video marketing with Maury Rogow, visit

The If You Market podcast is a 45-minute conversation about B2B marketing—new trends, best practices and established tried-and-true. Each episode features a conversation with one expert guest discussing topics like: content marketing, account-based marketing, social media, marketing automation, PR, etc.

The podcast airs on iTunes, Stitcher, Google Play and Tunein Radio.

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