We’ve been using words to describe our value proposition, our ideal customer, our products and services and our unique place in our industry. Words are good. Words are cheap (pixels are almost free!). Words, as good as they are, don’t paint a picture as effectively as sight, sound and emotion. We have video for that.
I stumbled upon this truth years ago when I came across a video created by Corning Glass–the company that likely makes the glass on your mobile phone and tablet. The video is called “A Day Made of Glass”. Go ahead and take five minutes and watch it. I’ll wait.
If you’re like me (and maybe you’re not) the appeal of this video is that you visualize yourself being able to use all the great innovation displayed here and perhaps wishing you could have it now! That’s what you want your potential customers to be able to see and experience.
The Magic of Showing
Whatever you want your business to become, it’s much more effective to show it rather than just talk about it. So, suppose you had the budget (which you may not, more about that later) to create your own video showing what you plan to become, what would it look like?
Suppose you dream of a pharmacy that outdoes everyone in the area of customer experience, technical excellence, never-fail delivery, customer integration or innovation. What would the movie look like? If you could show your customer, or prospective customer, your dream, what would you show? That’s the aspirational vision.
Make Your Movie
This doesn’t have to be an actual video (but it’s best if it is). Try making a story board. This is a tool used by movie and video producers to outline a story. There is free storyboard software available along with tutorials on how to use it. We will do a video on how to use one of the products in a future edition. Take a look at Storyboard That, or Canva.
When you build a storyboard you can help put your dream in a visual format you can transmit to your staff, your advisers, your friends and eventually your customers. Most important, you will begin to build the video in your mind, and you can measure what you’re doing against the video that plays in your head.