The Storytelling Framework That Made Our $15K Advertising and marketing Video Particularly Efficient

Simply wrapped our first main branded video venture – 2 months and $15K funding. Thought I’d share the method, funds breakdown, and key classes for anybody contemplating one thing related.

Key Classes (Fast & Soiled)

Listed below are the most important takeaways upfront. I’ll get into the small print and course of beneath if you wish to dig deeper.

1. Work backwards out of your ending. Know the transformation you need to present, then the opening writes itself. This is applicable to any storytelling – emails, gross sales pages, shows.
2. Music and voiceover timing matter greater than I anticipated. This single component reworked the video from forgettable to forcing.
3. Native crew made logistics simpler. Mission Ranch being in Bozeman simplified coordination considerably. Their portfolio was spectacular, and so they understood the imaginative and prescient rapidly.
4. Construct for a number of codecs. We minimize 60s, 30s, and 15s variations. Totally different platforms want totally different lengths based mostly on consideration spans.
5. The “enjoyable issue” issues. Sometimes doing initiatives as a result of they excite you prevents burnout and retains you passionate concerning the enterprise.

Why We Did This

We’ve achieved occasion trailer movies earlier than. They run $5-10K, provide you with a good sizzle reel of the convention, however they’re forgettable and dated inside 2 years. No one actually connects with them emotionally.

I needed one thing totally different. One thing that captures what ECF truly stands for – not simply enterprise techniques however constructing formidable corporations that enrich your life as an alternative of consuming it. One thing that makes folks really feel one thing, as a result of
emotion drives selections greater than logic.

Additionally? It simply sounded enjoyable. Generally you need to do initiatives in your corporation since you’re enthusiastic about them and need to see them exist on the planet.

Funds: $15K Complete

This felt like so much initially, however once I broke it down:

• Earlier occasion trailers: $5-10K for one thing that lasts 2 years max
• This piece: Constructed to final, captures our core mission, usable for years
• Solely barely costlier than trailers we have been already doing

The funds lined:

• Video manufacturing crew (Mission Ranch, native to Bozeman)
• 10 hours of filming at ECF Dwell
• 3 rounds of revisions/modifying
• A number of cuts (60-second, 30-second, and 15-second variations)

The Course of: 2 Months Begin to End

Month 1: Idea and Scripting

Began by brainstorming situations and descriptions. Used Claude (my AI copywriter educated on our model) to draft the preliminary script.

The most important storytelling lesson I utilized: Begin together with your ending first, then reverse engineer the start.

I knew I needed to finish with a linked, peaceable entrepreneur who had his priorities straight. As soon as I had that ending, the opening grew to become apparent – present the alternative state. Confused, remoted, consumed by work.

This framework works as a result of nice tales are essentially about transformation. When you realize the place somebody finally ends up, the start has to indicate them within the reverse state. That distinction creates the narrative pressure that retains folks engaged.

Spent a couple of hours with Claude iterating on the script, then met with Mission Ranch to refine it additional by a number of rounds of edits and shot lists.

Month 2: Manufacturing and Enhancing

Filmed throughout ECF Dwell, with 10 hours of filming whole.

Then got here 3 rounds of revisions. Right here’s the place issues obtained fascinating.

The Music Made or Broke Every thing

The preliminary minimize had voiceover and music that made the entire thing really feel flat. Weak. I used to be fearful we’d wasted $15K.

We switched the music and I re-did the voiceover myself. The distinction was dramatic. Night time and day.

The timing of phrases syncing with the visuals grew to become important. We spent important time getting that proper – when sure phrases hit, how they matched with what was on-screen.

This was simply a very powerful post-production component. Don’t underestimate music choice and timing.

Why Not AI?

I do know AI video is getting fascinating, however for one thing like this that wants actual emotional resonance and manufacturing high quality,

I don’t suppose we’re there but. We didn’t even contemplate going the AI route for this venture.

Shout-Out to Our Star and Volunteers

Big thanks to Bryan Walthall for being our protagonist. Bryan is an OG constitution member who introduced on the very first ECF Dwell a decade in the past!

Additionally need to prolong an enormous due to everybody in our group who volunteered to be a part of it. Actually respect you all.

How We’re Planning to Use This

We’ll be utilizing the video throughout a number of channels:

• Web site branding – Homepage and key touchdown pages to speak our mission
• Social media – Natural posts on Twitter, LinkedIn to construct model consciousness
• Mild paid promoting – We don’t do a lot paid promoting for ECF, however we might experiment with some mild retargeting or top-of-funnel model consciousness for individuals who’ve already consumed our content material (newsletters, podcast, weblog)

I’ll report again in 6 months on the way it performs from an ROI perspective and what we study utilizing it in several contexts.

In the event you’re inquisitive about extra video manufacturing, storytelling, and video advertising strategies, be part of me and a thousand different seven and eight-figure retailer house owners within the boards the place we geek out about stuff like this repeatedly.