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Your audience is not boring

Have you ever thought your clients or customers are just a bunch of dull folks who wouldn't appreciate anything beyond the blandest of corporate videos? Well, let me tell you something – you're probably selling them short, big time. Let's dive into this misconception and why it's high time we ditch it.

The myth of the boring customer

Let's face it: we all have a split personality regarding our professional and personal lives. Take, for example, a creative director from Umault – a "guy" who's all about fun and quirky content during work hours(it's me, OK?). But did you know he's also the kind who's glued to 'Meet the Press' on Sundays and never misses '60 Minutes'? Yep, the same person making those wacky videos is also digesting some pretty serious news.

We're all like chameleons, changing our colors depending on where and who we're with. In front of family, we're one person; with friends, we let loose a little more; and in front of clients, we're all business. Our behavior and even our language can shift dramatically depending on the setting. Kids are especially great at pointing this out – Have you ever been called out by your own for suddenly changing your tone when answering a work call?

Here's the thing – no one's just one thing. We're all this complex mix of interests and behaviors. One minute, we could discuss serious world affairs; the next, we're laughing at some silly meme on Instagram. This idea that our customers are these one-dimensional beings who only care about professional, serious stuff is untrue. They might present themselves that way in a business setting, but that's not the whole picture.

Have you ever noticed how people at conferences are all prim and proper during the day, but everything changes at night? That's because they're finally letting their guard down and showing a bit of their authentic selves. This shows that everyone has multiple sides to them, not just the professional front they put up in specific settings.

Listen to this article’s companion podcast here:

Understanding the true self

Beneath the surface, everyone has a rich inner world with a range of interests. The guy who reads the Wall Street Journal might also be secretly obsessed with TikTok dance trends. The key is to remember that your audience is much more than their professional persona. They're complex, interesting, and want to be energized with exciting content.

Here's a fun thought – inside, we're all just cave people. That's right, our internal monologue isn't that different from our ancestors. We're driven by basic needs and simple pleasures. "Me want food," "Me want sleep," "Me want to laugh." That's pretty much the gist of it. So, when creating content, remember you're appealing to these fundamental human desires.

When we create personas for our marketing efforts, we often fall into the trap of oversimplifying. Not every client starts their day with the Wall Street Journal. People are just too diverse for that. They might play the part at professional events, but they're as varied and unpredictable as anyone else.

The real deal

Your audience is intelligent. They can handle and even appreciate humor and creativity. They're on social media, following the latest trends, laughing at memes, and maybe even trying out a new dance challenge. They're not just sitting there, waiting for another dull corporate message. They want to be engaged, entertained, and, most importantly, not bored.

In short, don't underestimate your audience. They're not boring; they're multifaceted and ever-changing. They want content that speaks to the many different aspects of their lives, not just the suit-and-tie version of themselves. So next time you're brainstorming for that corporate video, remember – play to the real, diverse, and vibrant people on the other side of the screen.





Picture of Guy bauer, founder of umault

Guy has been making commercial videos for over 20 years and is the author of “Death to the Corporate Video: A Modern Approach that Works.” He started the agency in 2010 after a decade of working in TV, film and radio. He’s been losing hair and gaining weight ever since.

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