Willing…

…TO LISTEN

Our non-profit clients often assume that the best way to ensure that their message comes across in a short video is to work from a script. This may sound reasonable, but the truth is that we, the audience, sense the artifice and are likely to remain unconvinced.

Though it may seem riskier at the outset, and require more time, not only will the results of an authentic testimonial be more engaging, but it may yield moments that could not have been scripted… and those are always the most compelling.

Documentary filmmaker Errol Morris sums it up this way:

“I would say it comes down to creating a situation where people want to talk to you. It has nothing to do with strategy, calculation. I’d say it has more to do with a kind of openness, a willingness to listen…”