14 The power of reframes


To understand reframes, let’s rewind for a second and think about the categories that we worked to get our testimonials into.

As a refresher, there was the testimonial of the beginner. There was the testimonial of the expert.

There was the testimonial of the person who had tried everything else and nothing worked until they tried this particular solution.
There was the celebrity.
There was the expert, and then there was the researcher or sort of the style where the person who investigates everything.

These are some of the categories of testimonial and because we’re categorizing we allow someone to relate a little bit more closely with that or reframe really adds a lot more power to everything that we’re going to do.

This applies to more than just and testimonials are case studies.

Any time you’re producing content, adding a reframe to it really does a lot for you. There are several types of reframes, but these are the ones that I find to be the most powerful and here’s why they’re so powerful. They are:

little known but big impact.
A lot of what we’ve talked about here today is little known but when it’s applied properly it has a pretty big impact on how things work out and you’re going to see that in a minute here. When you produce your storyboard?

This changes everything. While what we’re doing here does change everything because it changes the way that you go about eliciting and putting together testimonial videos.

Bust a myth. Now I don’t know if we’ve busted any myths here directly today but let me ask you a question who busts myths. Well people who have a lot of expertise and a lot of understanding bust myths and also in order to bust a myth you have to have some empathy with the person to really show them hey you know what? This is what we believed. And it’s not really that way anymore. And so one way that we busted a myth and we also created a villain at the same time was we talked about how society conditioned us from a very young age to think of things in a binary format of either someone a hero or a villain.

Growing up watching cartoons and movies from a young age that’s what it is. And we talked about that in a previous tooltip but when you can stack these reframes and when you can stack the testimonial categorization what you’re doing is you’re building more of a connection with the person on the other end of the video who’s watching it who’s consuming your content is getting to know you.

From just one video that you’ve made without you actually having to spend that time in person with them. That’s one thing. One great thing just as an aside here to make this tool tip a little bit longer one of the great things about creating video testimonials is that people are getting to know you or your organization every time they watch one of these videos and you’ve only put in the effort to make it once.

That’s great. I can’t tell you how many people who have consumed my content who I’ve never met them before but they’ve watched an hour or two of me? And when we meet for the first time they say hey wow it’s like you know I feel like I really know you. And of course, I’ve just met them for the first time. But that’s because we’ve done the work to get the video content out there in a way that connects it’s not just talking points that’s so important to remember this is not talking points. People don’t connect with talking points.

In fact, talking points prevent connection because talking points are used mainly by organizations that have something to protect. They want to control the narrative very tightly. The difference between a robot saying those words in a person saying those words… not a huge difference.

When we use the storyboard method like this, we can control the narrative. It’s a little bit wider latitude. There’s a little bit more variation and obviously, we have to go through whatever controls we have for publishing content. But at the end of the day, we’re going to get a lot more connection and that’s what this medium is all about. It’s all about connection.

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