Show Greatness, Don’t Tell 👀

So, perhaps “old news” but back in 2022, Apple created a short video called “The Greatest”.

It not only showed the company’s innovative accessibility features, but also highlighted the stories of an all-disabled cast, and the authentic experiences of disabled individuals. I loved it so much, it stuck with me!

Amongst receiving awards for best commercial at the DGA awards back in 2022, this video was a powerful reminder that authentic representation doesn't just foster change, but also gains mainstream success, because you’re being REAL with consumers. Yet I feel a lot of businesses struggle with one simple rule. The rule of “Show, Greatness Don’t Tell It”.

Today, I’m breaking down the four lessons I’ve learned from this incredible video, in hopes that you’re able to use these learnings within your own marketing to create impact that engages your audience!

Most businesses aspire to create content at the level of the biggest brands in the world, with only a portion of their marketing budgets. Yet, they focus on elements that in the grand scheme of things don’t really matter.

Video quality, features and benefits of their products and services, posting times, and hashtags…

I say this lightly, as they do matter. But in the larger picture, they’re insignificant compared to what big brands like Apple are focusing their time and attention on to ensure their videos reach as many people as possible, with the most effective message.

So, here’s what I’ve taken from their 2022 video, “The Greatest”.

#1: Embrace Emotional Storytelling

Apple often dives into an archive of footage that supports an overarching narrative and story. Whilst this footage isn’t captured on the latest and greatest technology, it grabs viewers by the heart and reels them in.

Crafting a powerful story will always get more engagement than a beautifully shot video that has a high production quality. Remember, the best camera is the one that you have with you!

Focus on building characters and following their journey, just like Apple have done in their video, “The Greatest”. Be that your next meet-the-team video, a testimonial video with a client, or an ‘About Us’ video for your website.

#2: Maintain Simplicity

I feel that a LOT of businesses see video as an opportunity to say everything and show everything, all at once. Whilst this may seem like a great way to encapsulate everything about you, it’s the wrong approach.

Often this compromises the simplicity of your messaging, and your video gets lost in translation with an overwhelming amount of information to digest. Keep it simple and focus on one message at a time.

Take advice from Apple, and keep it simple. Whether it’s down to their product packaging, or their incredibly powerful marketing, simplicity is always at the forefront of their work as this helps to add clarity and focus to their marketing. I love to tell all my clients (and they probs get annoyed at how much its true 😂) that “Less is more”.

#3: Create A Strong Brand Connection

The majority of businesses that I consume marketing from online are focused on one thing, and that’s sales. I get why, but I think they’re too absorbed by generating revenue, yet forget to build and establish ‘brand’ that connects with people. Not everyone is ready to purchase straight away, there’s a customer journey you need to ton in on. I learnt a lot about this from the masters Google when I’ve worked with them over the years.

Branding goes beyond a video, or your latest article. It’s ingrained into the beliefs, values, morals, and ethics of your business, and it’s what brings like-minded consumers to your doorstep when they ‘click’ with similar values. You want that ‘click’ because when people click, its the same as ‘vibing’ with someone. It’s a powerful connection that grows into sales naturally.

In Apple’s video, “The Greatest”, they highlight their core values of inclusivity, diversity, and accessibility, again without telling viewers, but showing them through powerful visuals and using authentic individuals who have had real-world experiences! Instead of unrealistic fancy models and or actors that have influence. Remember I always say about keeping it ALI G “Keep it real” 😉

#4: Show, Don’t Tell

The most important learning of them all. Don’t you think?

Whilst most businesses focus on talking about how great they are (then deflating their heads to exit the room😂), you should be focusing on what I buit into Samsung’s TV/AV UK-wide training modules when I trained people across the UK…

'Features and Benefits’

In fact, Apple don’t talk at all. They show. Be that the launch of their iPod by showing how many songs it could hold (remember the first iPod, wowie that makes me feel old), as opposed to talking about how much memory it has, all the way through to showing the accessibility of their products in their video “The Greatest”, rather than telling their customers the features and benefits.

Apple has mastered the art of showing the lifestyle around their product, and how it empowers their customers, and you should too. I learned from many years of heading up the marketing dept with automotive brands like Volkswagen, that selling a lifestyle is the BEST format of marketing. Why? Because it bloody works!

Again, these are my learnings from their 2022 video - so don’t shoot me just yet 😂. I feel it’s important that we all learn from one of the best storytelling brands that exist today to be able to make our content, and our marketing better.

Q&A

• So, are you ready to harness the power of using “show don’t tell” for your business?

• Do you have any pain points I can help you with smoothing out in regards to showing not telling?

• What do you think you could utilize “show don’t tell” for and how would it impact your business or marketing campaign?

Whenever you’re ready, here’s how I can help you:

1. Book a {60 MINUTE} Business Power Hour with me, and unlock the secrets to making your social media videos stand out online as I tweak your approach, and analyse how to improve your current videos.

2. Don’t have time to create great videos yourself? Focus on your business, whilst we focus on creating the videos that you’ve always dreamed of. Get in touch to find out more.

Until next Friday, love to you all!

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