Fossum Creative Blog

What is your Emotional Takeaway?

  

As marketers, we often spend a lot of time focused on the end game of our advertisements. What is the call to action? What do you want people to do? What is the big takeaway? But in the process, we tend to overlook a critical element: how do we want people to feel?

Feelings. Emotions. A lot of people don't like to discuss them. And that's fine in your personal life, if that's how you roll. But this is a critical component in marketing—especially marketing with video. People react largely based on feelings. When you put them head to head, emotional reactions will trump logic and reasoning every time.

Which is why it's just as important to determine from the outset what the emotional takeaway of your video will be. How do you want people to feel when your video is over? Should they be hopeful and inspired? Are you trying to make them laugh? Do you want them to feel nostalgic and introspective? Or are you trying to startle them into facing a harsh reality?

The visceral experience of video is what makes the medium so powerful. In just a few short moments, a video can literally change a person's mood and leave a significant impression on them. However, you want to make sure that the mood they leave with is the one you want them to leave with. 

Establishing the desired emotional takeaway up front will help you determine the style of shooting, graphics, editing, and audio you end up using throughout the project. Once you know the direction these elements are taking, writing the script and creating your video will be a much more efficient—and effective—process.

Video Series Part 1: The Way We All Connect

We had an incredible video shoot last week for a client. It was a series of interviews for a personal documentary and they were all filmed against a white backdrop. When the shoot was over, I took the opportunity to have lighting and sound expert Tim Rosenberg interview me while cinematographer Conner Quinto filmed it all. 

As tends to be the case when I get in front of the camera, we had no idea how it would turn out, or even what I was going to say. But after conducting five interviews in one afternoon, it was neat to have Tim turn the tables on me and guide me through some questions about Fossum Creative and my thoughts on social video. 

In the course of about 12 minutes (the maximum clip time on the Canon 5D and 7D we shoot with), I provided enough material to frankenedit my thoughts into six separate social video spots.

And instead of covering all of the edits up with b-roll as we did with the Thoughts on Storytelling video, I left the cuts as they were for two reasons: first, I thought it looked cool and worked stylistically with the video; and also, I wanted to provide you with a glimpse of how we piece these videos together from longer interviews to create the seemingly scripted and single coherent thought.

The editing process takes a lot longer than it does when you use a script (though writing a script would balance out any time savings), but the result is much more natural and spontaneous. Thus the impression of transparency and authenticity with the viewers—and we all know how important those attributes are in the social media world. 

So I hope you enjoy this first video in the new ad series. The others will be posted in the days to follow and each will touch upon a different aspect of social video and the power of visual storytelling. Please share your comments below. And if you really like it, be sure to share it with your friends on Facebook and Twitter.

 

P.S. I look forward to the day when Facebook and YouTube let you upload your own thumbnail image. 

 

How the Ritz-Carlton Gained a Customer for Life

I was originally going to write about how much I can't stand Raley's new "It's a mom's world" campaign. And I will. But I don't feel like being negative today. So instead, I just wanted to share another real world example of Companies That Do It Right. Today's example should come as no surprise—it's the Ritz-Carlton, after all. 

Yesterday was my son's 7th birthday. We spent it up at Northstar in Tahoe because we were up there for a wedding over the weekend. On Saturday morning, we decided to have breakfast at the new Ritz-Carlton hotel at the top of the mountain. My girlfriend has wanted to check it out for the longest time and it was a perfect day to sit outside and let our two boys enjoy the sun.

As boys their age tend to do, they charmed the socks off of the staff there. And they had a great time in the process. The buffet was delicious and the service was exceptional. I mean, even for the Ritz-Carlton, it was exceptional. I think my son liked it even more than I did, because he insisted on going back the next morning for his birthday brunch. We tried to persuade him towards a... well, less Ritz-Carlton breakfast in Truckee, but he was persistent. And it was his birthday, so my hands were tied.

When we returned, they recognized us right away and the hostess's face lit up. I told her it was my son's 7th birthday and he chose to spend it back at the Ritz. It was like you could see little elves scurrying in the back when they heard the news. They were about to cook up an amazing experience. I just had no idea how amazing it would be.

It started with a small cheese pizza as an appetizer while we waited for our foot. On the house. Not just any cheese pizza. But one of the yummiest you've ever had. Nothing could make two exceptionally hungry boys any happier.

When our food arrived, it was accompanied by two specially-made cranberry virgin cocktail drinks with cherries on top of the straws. Birthday drinks for the boys. The bartender had made them especially for them. On the house.

I don't need to go into detail about the meal itself. Five-star all the way. I want to eat brunch there every day. But our server, Wayne, kept referring to the boys by name and even put together that my girlfriend and I have different last names and used them accordingly. (The boys had explained the whole who-belongs-to-who situation the day before. Let's hear it for the honesty of children.) He had been our server the day before and we commented that he looked just like the animated Anakin Skywalker. We knew that because my son is a huge Star Wars fan.

So the next surprise probably shouldn't have surprised me. But it did. The entire restaurant staff came out to the patio where we were eating and presented my son with a delicious chocolate dessert with his name written right on the plate. But they didn't sing Happy Birthday. Instead, they placed on the table an iPhone that was playing the Star Wars theme as loud as it could. We hadn't mentioned his fanaticism since the day before. But they remembered. 

And if that wasn't enough, one of the servers placed a Ritz-Carlton bag on the table and said that if it wasn't the right size, he could exchange it downstairs. My son opened the bag and found a card signed by the entire restaurant staff. He also found his very own Ritz-Carlton t-shirt and an adorable Ritz-Carlton baseball cap. He put them on right away and they both fit perfectly. And within minutes, his shirt even had two little chocolate stains on it. At the very bottom of the bag was a huge bag of Gummi Bears. 

I was overwhelmed with gratitude. The whole staff had made my son feel like a complete VIP on his very special birthday. The supervisor came to the table and as my girlfriend and I were thanking her profusely, she explained how important it is at the Ritz-Carlton to create customers for life. They made no secret about it—they hoped my son would love his experience there so much that he would keep coming back for the rest of his life. It wasn't enough to just give us good food and good service. They wanted to create an experience for us that we would never forget. And they did.

In these economically uncertain times, it's easy to balk at the excess of places like the Ritz-Carlton. I'm just as guilty of it as the next guy (something my girlfriend will gladly attest to). But the truth is, you get what you pay for. No matter where you go. And in these same times, there is something to be said for being treated like you matter and that your business is appreciated.

And while I want to believe that they went above and beyond for my son, I'm also aware that this is also part of the way companies like the Ritz-Carlton choose to do business. They are in it for the customer. And they are continually trying to make new ones. No matter how old they are.

And if the joy my son took in recounting his birthday brunch is any indication, they succeeded. 

Automakers Must Redefine Luxury for GenY Drivers

An article on Yahoo! today suggests that members of Gen Y are likely to see autos as a source of pollution, not as a sex or status symbol. This has some automakers worried. Especially because motorists aged 21 to 30 now account for 14% of miles driven, down from 21% in 1995.

Instead of spending money on cars, they seem to be more interested in computers, cameras and mobile devices that let them get work done during their public transit commutes. It isn't so much a financial decision as it is a lifestyle one. Driving a car to and from work is seen as an unproductive waste of time. 

The article also points out that in survey after survey, Gen Y sees cars as damaging to the environment — even the electric cars aren't changing their minds on this.

As a card-carrying member of Generation X (I remember exactly where I was when I heard Kurt Cobain had killed himself), I see so much hope and potential in Generation Y and the Millennials. Where my generation is known for being angstful and apathetic — descriptions I hope we are growing out of as we hit our 40s — the generations after us have an optimism and confidence we haven't seen before. I am actually quite inspired by it.

So should automakers be worried? Yes and no. We are a society that is addicted to oil and transportation and immediate gratification. We will always depend on cars and trucks and things that go. But if the auto industry refuses to evolve and see where its drivers are going, then it will be a struggle for them.

Just because Gen Y doesn't view cars as status symbols does not mean that luxury cars can't be made. Luxury just needs to be redefined for this new generation of drivers. What older drivers consider to be luxury could be viewed as excessive and unnecessarily gauche. And perhaps a bit tacky. 

But if things like fuel economy, zero emissions, affordability, safety and hints of modesty are what this next generation of drivers view as luxurious, then I say bring it on. The world needs more drivers like them. Badly. 

References: Generation Y Giving Cars a Pass — Yahoo! Autos

New DVD Series Reveals the Simply Genius Copywriting Strategies of Cory Fossum

I recently had my entire copywriting process deconstructed by Tim Hallbom, a world-renowned behavioral scientist and the co-founder of the Everyday Genius Institute. Apparently my creative processes were so profound that they invited me back to teach them in front of a film crew.

The results are now available as a DVD and illustrated companion guide called Think Like a Genius Marketing Copywriter. And if you run your own business, write copy for a marketing team (or know someone who does), or just want to improve your own creative process, you'll definitely want to check it out. 

Click below to watch the preview.

For more information about the product, please visit www.everydaygeniusinstitute.com.

You'll be hearing a lot more about this in the weeks to come. But for now, please take a moment to watch the preview above and check out the product. And if you Like it and decide to share it with all your friends and colleagues, that would be fantastic!

Have you met Beth?

Fossum Creative recently completed a business documentary for Beth Schneider of Process Prodigy (www.processprodigy.com). Behind the scenes trivia: if the background looks similar to the one in the Kelly O'Neal video, that's because they were both filmed in the same location—Kelly's backyard. Beth was so excited for us to create this video that she flew up to Los Gatos from Orange County for the night just to make it happen.

Hope you'll take a minute to enjoy the video and learn more about why systems rock and why every business, big or small, needs to have them in place. And if you'd like a business documentary for your own business (big or small) please contact us at 408.354.9977 and we'll make it happen for you.

 

 

 

Have You Met Kelly?

We recently completed our latest business documentary and I have to admit, it exceeded all of our expectations. Kelly O'Neil is the CEO and Founder of Kelly O'Neil International, a brilliant marketing strategist, and the creator of Marketing to Millionaires program. In addition to being my former business coach, she is also a dear friend and one of the most inspiring people I know. 

So when I told her about the business documentary services we are now offering at Fossum Creative, she jumped at the opportunity to create one for her own business. And we jumped at the opportunity to make it happen.

The film was shot at her home office in gorgeous Monte Sereno, California, just down the road from the Fossum Creative offices. In the next few posts, I'll talk about how our filming process works and what clients can expect when we produce a business documentary for them. But for now, I hope you'll just take a moment and enjoy the inspirational film below. 

  

Introducing the Cure for the Common Promo

At its core, the act of marketing a business is about connecting with people. Telling the right story. Getting them to feel something good about your product or service. And then compelling them to take action. As copywriters, Fossum Creative does this with words. In small paragraphs. Step by step until the entire story is told.

But there is another way to tell the story of your business. Through pictures both moving and still. Through the careful combination of these images with the right soundtrack. In just a few moments, a film can tell a story, convey a message, and create a response that could take pages to achieve with words.

A business documentary by Fossum Creative gives you an entirely new way to connect with customers. Through the power of visual storytelling, we allow you to share the story of your business, product, or service in a way that captivates, engages, and inspires your audience to take action. On a grand scale.

Because once you have a business documentary in your marketing mix, the possibilities become endless. Post it to your social network. Place it on your homepage. Get others to talk about it in their blogs. Promote it on YouTube, Vimeo, Facebook, and across the web. Use it in speeches and presentations. 

All the while sending everyone who views it back to your website. Where you get to tell your story in even greater detail. And start a conversation that may not have otherwise taken place.

Visual marketing. Now available from Fossum Creative. 

Visit www.fossumcreative.com  to see it in action.

 

The 2 iPhone Photo Apps You Must Carry in Your Arsenal

My new hero Chase Jarvis reminds me daily that the best camera is the one that’s with you. In large part, that’s because of his iPhone app called Best Camera, which is based on that adage, and is an app I’ve been using with great delight for several months now. And also because I have grown accustomed to seeing my iPhone as a very trustworthy camera that I always have in my pocket. 

 It wasn't always this way. For the longest time, I only used the 2MP iPhone camera in case of emergency. To capture the quick moment or to goof around when I left my regular camera(s) at home. Nothing serious though. Certainly, there was no art to it.

I was kind of snobby about it. In fact, I’d secretly laugh at all those people who were using their camera phones to document everything. C’mon, get a real camera! 

Then I got my hands on Best Camera. And started listening to Chase and studying his strategies and approaches to photography. And I have to tell you, I am a convert. 

 In fact, my iPhone is my favorite camera right now. Not because of the great 2MP lens it has (that was facetious), but because of what it inspires me to shoot once I stop worrying about image quality and resolution and just focus on capturing the moment. 

Because once that moment is captured – it doesn’t even have to be a particularly good moment, that’s the joy of this – Best Camera, along with my other favorite, ShakeIt Photo, can help you turn almost any picture into something pretty magical. 

In Best Camera, you take a photo and then apply a series of fun, yet very practical, filters to it. You can rearrange the order of the filters for a different effect. And then with a simple tap, you can share your new creation through Facebook, Twitter, email, the Best Camera online community, or just save it to your iPhone.  

 ShakeIt Photo turns your iPhone into a Polaroid camera – the blank film drops down onto the screen and you shake it to develop the picture. It’s silly and fun. But it also has the added bonus of creating really, really great looking pictures. It also delivers that retro visceral thrill of waiting for an image to develop, which actually makes the process of iPhone photography even more fun. 

It’s interesting how we need everything fast and faster these days. But there is a certain thrill to having to wait a few moments while your digital picture develops. It’s a reminder of how far we’ve come. And how nice it can sometimes be to go back.

Do yourself a favor, then. Download these apps and start shooting. Post a few online and send us the links below. But most of all, have fun!

Additional Resources:

The Best Camera is the One You Have With You: http://www.thebestcamera.com/

ShakeIt Photo: http://shakeitphoto.com/

Fossum Creative: http://www.fossumcreative.com

A Little Backstory

Back in 2003, I got the bug to start a new business. The idea was to create personal documentaries for families with the end result being a video portrait on a DVD that could be passed down from generation to generation.

I produced a few videos and loved every moment of it. The thrill of shooting and interviewing. The zen of editing it all together. And the unforgettable experiences of watching my clients see the final product for the first time. I knew this was what I wanted to do with my life.

Of course, two other things were also happening in my life at this time. I was starting a career as a freelance copywriter and picking up jobs as best I could. And my then-wife was expecting our first baby. She was also expecting me to get income coming in fast on account of said baby. Fair enough.

In time, the copywriting projects starting coming in very regularly. And soon, they were my mainstay. My career as a freelance copywriter took off and I decided to apply all my energy towards going down that path.

I sold my expensive video camera in exchange for a smaller one and a nice DSLR camera so I could conveniently capture all of my son’s moments. I reluctantly took down the website for Biographique Films, as my video venture had been dubbed, and moved forward with Fossum Creative with great success.  

As much as I love writing copy and love the business I have created, every few months I would still get that urge to revive the video business. Then I would get wrapped up again in projects and fatherhood and never get around to it. Soon my focus would be back on Fossum Creative and the business of writing great copy.

However, last December the bug bit again. Strong. But this time, the timing seemed right. Fossum Creative is established and growing and ready for some expansion and new services.

At its core, this business is about communicating with people. Telling a story. Getting them to feel something good. Compelling them to take action. We do it with words. In small paragraphs. Step by step until the entire story is told.

It got me to thinking about the other way we tell stories. Through pictures both still and moving. Through the careful combination of these images with the right soundtrack. In just a few moments, a video can tell a story, convey a message, and create a response that could take pages to achieve with words. If it was possible at all.

Then something else happened. I saw the Google Super Bowl ad. And something inside me just clicked. It was not about huge production value. It was not about over-the-top visuals and expensive sets and giant budgets.

It was about connecting with an audience through the power of visual storytelling. Creating a visceral response in a very short time and making it last. And if we can do this with words, what’s to stop us from also doing it with video? Nothing. In fact, I think we’ll be able to do it even better.

Video marketing. Coming soon to Fossum Creative.