Video is an important tool for managing change. The challenge for writers and producers is fitting the right solution to the problem.
Consider this example. A manager surveys the employees who report to her asking them what they need to provide better customer service. A majority says they need a certain new technology. The manager responds by supplying the technology and asks you to create a training video to support its implementation.
How much will you need to motivate this audience to watch this video?
Not much, probably. They're getting exactly what they want. Your best efforts will go into creating a well-paced, clear presentation of how to use the technology.
Compare that video to one requested by a manager whose company is experiencing downsizing and other problems. She decides to introduce the same technology, but the employees have had no input concerning the choice. In fact, they suspect the technology will be used to replace them.
Same content, but now what is your challenge?
Keep this in mind: people will not listen to facts, until you recognize their feelings and motivation.
To identify the "threshold motivation" of your audience (or how they are likely to feel at that moment when they sit down to watch your video), here are some questions to ask:
·What's happening in the company, department, or marketplace right now? How does the audience feel about this?
·How does the audience feel about the topic of this video? Any preconceptions-positive or negative?
·In relation to the topic, what does the audience think they need to know or do compared to what the client wants them to know or do? What's the gap?
·If appropriate: Why isn't the audience doing what the client wants them to do? What obstacles or deficits exist? Why? Can video effectively respond to those needs? How?
·Are there any sensitive business-related issues, concerns or needs dominating audience's attention? Should they be addressed in the video?
·What would motivate the audience to want to know more or to change skills or buying behaviors?
·How will the video be distributed and introduced? Must it stand alone or can you count on a supervisor or trainer to "set it up" (i.e., position the video in relation to the specific needs and concerns of the audience)?
Once you understand the threshold motivation of the audience, you can apply the rule of high/low.
You decide whether to focus on high motivation/low information or low motivation/high information. The more motivation required, the less information presented. The less motivation needed, the more information presented.
The challenge of scriptwriting is not simply telling the audience what our clients say they need to know. Our challenge is working with our clients to identify the audience's feelings and motives--so they are recognized and addressed. Ultimately, our video then creates an environment within which employees have an opportunity to participate in change and pursue their motives to better themselves and the organization.
Video becomes a powerful tool for change when you ask the right questions!