You the business owner know your business, and there’s a lot to know. There’s product knowledge, customer service processes, and financial information. Every detail is important, and you’re swimming in a sea of them. In order to do the business justice, you need to make a three hour documentary, and even that might not be enough.
But are all those details important to your customers? Do they really need to know what it takes to build your product? Do they care about how many deductions you’re getting on your tax return? Will they find the last conversation with your lawyer productive. It’s heartbreaking to say this, but no, they won’t.
The customer is interested in one thing: how can you, the business, change their lives? Their interested in outcome, not process (unless that process can prove a different outcome). They want to know how you will step in and make their lives better with your product or service. Anything outside of that is irrelevant.
So here’s where your agency or video provider comes in. You give them tons of info about your business. They take it and try to figure out what information will prove how you can change the customer’s life and what won’t. Then, they have to come up with a creative concept to showcase this information. In the end, the information that makes it into an ad will probably be 1/100th of a percent of all the information in your business. Ads are like the tip of the iceberg. You get clients to see that and eventually they’ll discover the rest of the iceberg.