The title to this article reads much more sinister than it really is. But here’s the point, outside of a Matrix-like port to the back of your prospect’s brain, video could be the best and most efficient method for getting your message into your prospect’s mind. In this article I’ll attempt to break down the science of hacking your customer’s brain through video.

How video transmits data

It starts by understanding what I call “data streams.” Let me explain.

Think about reading a book or a blog post. There’s one data stream: the words on the page. There could also be pictures but primarily, it’s words.

Now think about listening to a podcast or audiobook. There are roughly three data streams:

  1. The words people say
  2. The music you hear
  3. The sound effects used to convey action

Makes sense? Good!

Now let’s think of video. Video has roughly five data streams:

  1. The images you see
  2. The words on screen
  3. The words people say
  4. The music you hear
  5. The sound effects used to augment action

When you think about it, there’s no other medium that can send as much data to your target audience as video. What we must understand is that each data stream can be used to send hard facts, story, emotion and anything in between. All five can be saying the same thing, or be used completely independently.

Let’s break down one of our videos

As an example, check out this video we made for GereMarie, a manufacturer for marine and aviation parts in Lake Zurich, IL. Here’s a breakdown of the data streams and what we were doing within each stream.

Images: Showing off GereMarie’s capabilities, breadth and scope, and precision

Words on screen: Brand names of their machines. These are important for GereMarie’s target customers who care about the technology they’re using.

Words people say: The owner of GereMarie talking about their “why.”

The music you hear: High tempo, modern and simple – exactly GereMarie’s brand and energy

Sound effects: We hear cutting, lasers measuring, parts being buffed and sculpted – all to give you a feeling of action.

Each one of these streams is being beamed into the brains of the target audience. The viewer thinks it’s just a video. But really, each stream is being separated by his/her brain and interpreted at the speed of light to mean something.

The takeaway

With this in mind, we can be a lot less “see/say” with our video content. A video for a packing manufacturer never has to say, “we make yellow boxes.” Instead, we can actually show them making yellow boxes while the voice over explains the benefits customers get from using the yellow boxes.

The more we understand the different data streams, the more we can utilize their full bandwidth to effectively “hack” our target customer’s brain.

So – what do you want to say and how will you use the five data streams of video?