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Michael Langdon - Welcome to the Age of Emotion: How to Attract and Connect With Customers Using Video

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Welcome to the Age of Emotion: How to Attract and Connect With Customers Using Video
Author:
Michael Langdon
Publisher:
BookBaby
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Books / Home and family
Year:
2018
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Is your business struggling to make strong connections with people?

Are you having trouble attracting and keeping clients?

Does your business have a great story to tell but it seems like nobody is listening?

Perhaps youre missing emotion in your communication strategy. Welcome to the Age of Emotion is a book for business owners and brand managers who want increased connectivity and engagement with their brand. It focuses on harnessing the emotive powers of video to target prospects and turn them into loyal customers and fans of your company. Michael Langdon will take you through everything you need to know, from lighting setups and camera angles to video strategies and which platforms to use.

Welcome to the Age of Emotion will teach you:

- the science behind emotion in business

- DIY video basics to get you producing quality video content even on your phone

- the different types of videos you can produce

- what types of videos will work best for your needs

- how to measure the ROI of videos you produce

- tactics and strategies to amplify your brands story

- how to connect with and keep new clients.

Emotion is what drives business around the world, and there is no better way to harness emotion than through the power of video.

Michael Langdon: author's other books

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To Stacey, Ferdie and Gloria:

I am in perpetual awe of your talents - thank you for your teachings. Youve moulded me into the man I am today and for that Ill be forever grateful. I dedicate this book to you with all my love.

First published in 2018 by Michael Langdon

Michael Langdon 2018

The moral rights of the author have been asserted

ISBN: 978-1-9256487-9-9

All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission.

All inquiries should be made to the author.

A catalogue entry for this book is available from the National Library of Australia.

Project management and text design by Michael Hanrahan Publishing

Cover design by Peter Reardon

Disclaimer

The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.

CONTENTS

PREFACE

#WELCOMETOTHEAGEOFEMOTION

NOW WHAT SHOULD I DO WITH HIM?!

It wasnt until about the third hour of sitting in a Cuban prison, with a Fidel Castro mural towering above me, that I realised I may have taken videography a little too far. I had been detained by Cuban authorities on New Years Eve. It turns out that bringing a drone into the country was illegal. So was flying it over the streets of Havana.

Wed spent a good week filming in and around Havana, and it wasnt until our last day on the communist island that I had been detained. Luckily for me I spoke Spanish. During my detention, I could hear what the young (and I mean no older than 21!) prison officer was saying to his colleagues over the phone. He had no idea what to do with someone with a drone, and it seemed that nobody else did either.

He had repeated himself a good couple of dozen times: Yes, the subject has been identified: a British citizen holidaying on the island. Flights booked back for tomorrow. Now what should I do with him?! This went on for hours before somebody called the immigration police in. They came to the police station, and after much more discussion it was decided that I wasnt a threat to national security and I could be released.

The immigration police took us back to our hotel. In the police car on the way back, they told us that Cuba has a huge military parade on the first of January every year, and that I had been flying my drone down some streets that were cordoned off. For all they knew I was a foreign spy! That - apart from making me feel super cool - kind of explained the situation. Im sure if I had flown a drone over the route of a parade in the UK or Australia, I would have suffered the same fate.

After getting back to my Airbnb house (the owner was not happy to see the police arrive at their house as they were having guests over for their New Years Eve celebrations) and showing the police my ID, they let me go without charge.

I later realised I had been really lucky that evening. Because it had been a public holiday and all the big cheeses were unavailable, this young prison officer - who had been left in charge of Havanas main prison - had no idea what to do with me. He rang countless people but couldnt find anybody who knew how to deal with a drone situation. Without being able to get the help he needed, and knowing that I clearly saw he didnt know what to do with me, he finally let me go. Had it not been New Years Eve and had the senior officers been in charge, it could have been a completely different story. Upon landing back in Australia, I found out that a Canadian tourist had been locked up for 14 days in solitary confinement for doing exactly the same thing I had done that day in Cuba.

* * *

Choosing a story to begin this book was an arduous task. I wanted to demonstrate how powerful emotions are when telling a story, and how video is the best medium available for eliciting emotions. So let me now tell you about one of the most engaging videos Ive ever been involved with: a video review for a Sunbeam electric blanket.

Were you expecting me to tell you about the videos we made while on the Cuba trip? They were great videos. But despite all of the Cuban adventures, the best performing video Ive ever been involved with was a review for an electric blanket. Its as simple as that. We made a video review for an electric blanket. It was two minutes long, and it lives on the product page of Appliances Online - Australias largest appliance online retailer.

What is remarkable about this seemingly ordinary video is the stats behind it! If you were to consider all videos that exist online and rank them in order of how engaging they are, this video would rank in the top 1% or 2% of videos ever made! And its about an electric blanket. Just in case you still didnt get that its about a blanket!

This video has a 94% average engagement record. That means that pretty much every person in the world who watches this video watches the whole thing. To put that into perspective, Vidyard (a leading video agency in America) has reported that only the top 5% of online videos record an average engagement level of 77% or more. This video smashes that figure.

Have a think about what that can mean for your business. A video made about an electric blanket outperformed videos about a trip to Cuba.

So why am I telling you this?

Because emotion comes in all different shapes and sizes. Its subjective, relative, and in so many cases different for so many people. But emotion is what drives storytelling, and storytelling is what allows businesses to connect with their customers. That connection is what will enable your business to thrive and cut through the noise that your competitors are making. That connection will make your business make money. Create a compelling story about an electric blanket and people will watch it.

The increasing popularity of emojis to communicate via text shows that pictures are still our preferred method of communication. It almost seems like language is going full circle back to hieroglyphics. That is why video is more important than ever now. Moving pictures are like emojis on steroids! Video keeps proving time and time again that its the most engaging way to consume information online. If you dont believe me, trust Mark Zuckerberg, who recently said, in a decade, video will look like as big a shift in the way we share and communicate as mobile has been.

We are well and truly in the Age of Emotion. In this book I will share some of my knowledge on how to best harness it through the power of video.

NO-ONE KNOWS WHAT WE DO

Stevan came to me one day seeking help. He had just sold his company to TripAdvisor, a multi-million-dollar deal that, by anyones standards, meant Stevan had made it in life! He was still acting CEO after the acquisition, and when I asked him how we could help his business his answer was very clear: No-one knows what we do.

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