Finding the Plot

Finding the Plot

Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds. Ally that with the fact that people skim read on the internet and it soon becomes clear that if you want to engage with your online audience you need to use video.

4 Pivotal Questions for promotional videos

If you are planning to use video there are some big issues to think through. A good place to start is with four pivotal questions. These questions are so foundational I want to raise them before we get to the substance of this post:

1.       Who is your audience?

2.       What is your message?

3.       What do you want them to feel?

4.       What do you want them to do?

Whether you are trying to attract the right customers, raise funds, recruit new talent, or educate, you need to think yourself clear on why you want a video and what it is intended to achieve.

The deep levels of storytelling

Once you have clarified the audience, purpose, and message of your video you should hold back from doing the obvious – creating a sales pitch (Lights! Camera! Sales pitch!).

If you are creating a promotional video, you need to pause to consider some intrinsic elements of human nature and behaviour. If you want to move people the best way to do it is by crafting a compelling, watchable, story.

Finding the plot

What story do you want to tell?

It is a fact that, once you remove the outward trappings, storytellers keep telling the same kinds of tales over and over again.

In 2004, Christopher Booker wrote a large volume entitled The Seven Basic Plots, which he had worked on for 34 years. He wrote out of a conviction that every story was a retelling of one of seven fundamental storylines:

1.       Overcoming the monster

2.       Rags to riches

3.       The Quest

4.       Voyage and return

5.       Comedy

6.       Tragedy

7.       Rebirth

It’s pretty easy to recognise the telling and retelling of all of these basic plots in familiar books and films. Ancient to modern, and across all cultures, the same seven basic plots appear.

Don’t lose the plot

If you bypass this deeply buried desire to tell stories from the kind of video that you are looking to create you are more than missing an opportunity. You will create something that is stripped of appeal – and something that will fail to move people to action.

Listening to your story

One of the things that we work hard on at Luminous Media is listening. We need to understand our clients. We want to dig deep into the character and personality of your organisation or business to be able to tell your story.

If we are constructing a video we get beneath the surface and draw out the valuable emotional, storied, elements of your people, history, and message.

We are ready to start a conversation with you and to find the right plot to communicate your message.

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Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Specialists in charity marketing and PR

Specialists in charity marketing and PR

Specialists in charity marketing and PR

What we offer to charities

The charity market is highly competitive. There are some great charities achieving incredible things. Our job at Luminous Media is to get your message out loud and clear, persuade your audience, maximise support, and keep your cause in front of people.

We have the experience and expertise to help your charity at every level both off and online.

Insider insight

We not only help charities with their PR, branding, and marketing, but we have long term experience of working in the sector too. We understand the challenges faced by charities from the inside.

What we do

• press campaigns
• event PR
• film making
• social media

• websites
• motion graphic video
• design and printing
• training

And a great deal more.

We not only gain valuable media coverage, but we also provide media training to maximise the opportunities that you have.

We have found that we can support existing charity communications teams and enhance the work that they do especially with one-off projects.

How we can help your charity

A compelling message and eye catching design that connects with you audience are essential. In preparing an integrated campaign there’s a lot to consider; creative that really gets to the heart of your cause, copy that evokes the right response, finding the right audience channels, and moving people to action.

From donor communications strategy, to one-off campaign and event initiatives, we can help you achieve great results.

Brand, design, creative concepts and copy, web, email-marketing, social media, publications and donor communications are all part of the mix.

Some of our recent work

Age Cymru in West Wales age

 

What we did:

 

We ran a PR campaign for Age Cymru in West Wales to mark the end of their Lottery funded Befriending Links project that included TV and newspaper coverage, event PR, social media, video, leaflets, and display boards.

What they said:

We commissioned Luminous Media to support the publicity of our service; specifically the PR around a conference we held to highlight our charity’s work reducing isolation amongst older people. Their work was invaluable as they were able to provide a robust and holistic package of support from start to finish. They produced the conference supporting materials, editing and designing leaflets, creating motion graphic videos and filming interviews, and turning our ideas into well-honed reality.

They ensured we reached our target audience through utilising social, local, and national media. We had an excellent piece on the ITV 6 o’clock news which not only highlighted the difference our service made but communicated our key messages. Their PR support enabled us to communicate the messages we wanted heard to the right people in the right way.

The team were amiable and supportive and nothing was too much trouble. It was a pleasure to work with the team and we wouldn’t hesitate to recommend them to anyone looking to increase their publicity.

Rebecca Thomas, Project Manager, Age Cymru Sir Gar

Carers Trust Wales

 

What we did:

 

We ran a media training day for Carers Trust Wales, focussing on public speaking and TV interviews. The training day included video interviews with feedback.

What they said:

Luminous Media has been incredibly supportive with our training for our Young Adult Carer Council. They tailored the media training specifically for our young people, who found it engaging and interesting. We would certainly use their services in the future.

Elizabeth Taylor, Education Officer, Carers Trust Wales

To see how we can help your charity why not drop us a line at hello@luminous.media or call 01633 746444

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Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Business cards that win business

Business cards that win business

Business cards that win business

Do your business cards help you to win business? Do they help you to get sales?

You would think that, in a digital age, business cards would now be obsolete. Why is it that when most of our business is done online that they still matter?

Small as they are, business cards are not just there to pass on your contact details. They have three important functions to help you succeed in business.

If you ignore these three functions you will hinder your efforts to win business.

1. Reputation

That little card is integral to making an impression – it is bound up with your personal presence, and the impression that you are making when you meet someone.

After you have gone it stands as a reminder of your professional image.

Think about:

  • The design
  • The feel

There are lots of template designs available online. Avoid them. Make sure that your cards are consistent with your branding. If you are a start-up and cash flow is an issue then find the quickest route to funding good branded materials.

Think about the texture, paper, thickness, and print quality, and whether you are going to have them matt, gloss, velvet, or have spot UV lamination to enhance the feel of the cards. All of these processes will add costs to your printing, but they will also help to enhance your credibility.

2. Information

What should you put on a business card?

Other than the essential contact details that you want to use, and your job title, you should also have a statement or list about what you do. This can be a simple list of services.

3. Recollection

After you have gone, your card remains with the prospective customer or business connection.

If the card is of poor quality, will it help them to choose your services or products?

If you have given your card at a networking meeting, but it doesn’t have a list of what you do on it, will anyone be able to recommend you?

P.S. Don’t forget to think about registering and using your own domain name for your email address. There is nothing worse than @gmail, @hotmail, @yahoo etc. email address.

To discuss design options and get a quote on business cards email hello@luminous.media

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Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Writing: Pure and Simple

Writing: Pure and Simple

Writing: Pure and Simple

Here’s some invaluable advice on writing (pure and simple) that I was given by an older writer…

As a young twenty something I was pretty confident in my writing abilities. My articles and longer essays had made it into print, and I was being asked to contribute to several publishing projects.

I’ve always appreciated the wisdom of older people. If someone had built a career as an editor and writer I regarded their advice as if it was written in gold leaf.

The best feedback on writing I ever received

After weeks of working on an article I decided to send it to my old boss. I was several stages into the polishing and refining of the piece. I wasn’t prepared for the feedback that I received:

“No one will read it.”

That stung.

“It’s too complicated.”

“The paragraphs are too long.”

I was swaying about on the ropes by this stage.

“You might enjoy it, but your average reader will just switch off.”

And with a muffled thud my writer’s self-esteem crashed into the canvas.

But he was right. What mattered was the audience. What they needed was writing that was pure and simple (admission: they were undergraduates).

It is easy to write something that people will give up on reading, especially if you are writing for the Web.

A four point lesson in writing

Here are some rules that my mentor gave me:

1. Keep it short

The longer the post, the fewer the readers you will have. Learn to be concise. Get rid of words that you don’t need.

2. Use short paragraphs

Large paragraphs look like too much effort, and readers will give up. Use no more than three or four sentences per paragraph.

3. Keep sentences short

Short sentences make the copy read fast.

4. Use simple words

The goal is to communicate, not to impress.

P.S. If you would like to know how to do all of this you can start by reading C. S. Lewis.

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Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Video and social media marketing trends

Video and social media marketing trends

Video and social media marketing trends

Using video on social media is the key to maximising current marketing trends.

If a picture is worth a thousand words, how much is a video worth?

According to Dr. James McQuivey it’s calculated at 1.8 million words

Marketing trends show that using video is now a crucial factor for businesses in engaging target audiences.

If you are not using short videos on social media to attract, inform, engage, and win customers then you are missing out on a major marketing opportunity.

How valuable are videos for businesses?

Here are five key stats:

1. 9% of marketing professionals worldwide name video as the type of content with the best ROI

2. Shoppers who view video are 1.81 times more likely to purchase than non-viewers

3. Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%

4. Retailers cite 40% increases in purchases as a result of video

5. Videos played on mobile devices crossed the 50% share in 2015

(Source: Hubspot)

Between April 2015 and November 2015, the amount of average daily video views on Facebook alone doubled from 4 billion video views per day to 8 billion.

The return of silent movies

You’ve probably noticed that when you are on social media the sound doesn’t automatically come on. Facebook, Twitter, and Instagram don’t have sound turned on with your auto-play newsfeed videos.

You can tell the story of your business with or without sound. And you need words and graphics to get your message across.

We can help

For the last ten years Luminous Media director Dan Hughes has been producing digital adverts for SMEs and big brands. We can create social media videos to engage your customers, get your message across, tell your story, and sell your products or services.

Call us on 01633 746444 or email hello@luminous.media for more details.

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Subscribe to our Awesome Newsletter.

Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.

Why blog? How blogging can help your business

Why blog? How blogging can help your business

Why blog? How blogging can help your business

Why blog? Will it make a difference?

Before we get started on the benefits of blogging for business we need to be clear on one thing. Let’s call it the “Golden Rule”. I will condense it down into seven simple words:

Make sure that you engage the reader

Here’s what Bill Bernbach, one of the great pioneers of modern advertising, had to say on the matter:

“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”

Blogging for business only works if you have something to say, and you say to people who are listening. You have to know how to engage with readers, not just type words onto a screen.

Having a well written blog is one thing, but will it make a difference? Just how exactly will blogging help your business?

Three key benefits of blogging that will help your business

1. It helps direct traffic to your website

Well written blogs with good content will engage readers. However, adding blogs to your website shows that you website is active.

As this superb article at HubSpot puts it:

“Every time you write a blog post, it’s one more indexed page on your website, which means it is one more opportunity for you to show up in search engines and drive traffic to you website in organic search.”

What’s the best way to get the traffic to your site? Blogs need promoting, and social media is the ideal way to do that. Create content that will inform and engage, and as people start sharing it the traffic will come to your site.

2. It helps convert visitors into leads

Once a visitor arrives at your site via your blog you need to know what to do with them. You must have a clear “Call to Action”.

Once the blog is read what do you want them to do? Sign up for a newsletter? Download a brochure? Do you have an offer for your readers? How will you follow that up?

3. It helps to showcase your expertise

Regular blog posting is a great way of demonstrating your credentials, and making your readers familiar with your knowledge and expertise. This point is well made in the following example:

“Influence: The Psychology of Persuasion, Robert Cialdini showed that physiotherapists are more successful at persuading patients to comply with exercise programs if they display their medical diploma on an office or consultation room wall than if they don’t. Other research has shown that simply adding trivial charts to advertisements or brain images to scientific papers can make them more believable and persuasive than they otherwise would be.”

One way to ensure that you have regular engaging blog posts is to use a professional blog writer with years of experience.

And for that you can call us on 01633 746444 or email hello@luminous.media
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Finding the Plot

Online video is in demand. Facebook has been increasingly pushing the use of video within users’ news feeds.

Specialists in charity marketing and PR

We help charities with their PR, branding, and marketing. We understand the third sector and can make a difference with branding, design, video, campaigns, and media training.