I Love Making People Cry

I made another woman cry last night. I’m not proud of this, but I was happy when her voice cracked and her eyes filled with tears.

I’m not heartless. It was during an interview for a video we’re producing, and there are two emotional reactions that are money when you create a video… laughter and tears.

Video isn’t about facts and figures. It’s about emotion, and if you can get someone in the video to laugh or cry… well… that’s about as good as it gets.

It’s Contagious

Those two things happen to be contagious. Viewers who see or hear someone laughing or crying are more likely to do the same. That’s why producers like me get excited when we see an interview subject well-up with tears.

Even if you don’t get the same emotional response from the audience, laughter and tears are great triggers for viewer engagement. If they see someone breakout in a hearty laugh, it catches their attention. If someone breaks down and cries, they listen a little closer.

All of these things are great reactions because it means your message is getting through to them.

Videos Go From Good To Great

As soon as it happened last night, I knew the video we were producing was likely to go from turning out well… to turning out great. Professionalism and skill will take your videos a long way, but moments like that are where experience matters most.

You need to be aware of when emotional triggers are likely to happen. You need to be ready for when they do, and then pounce on them.

Not every video you produce will have a funny or sad moment. Actually, most will not. Those moments are often spontaneous, and that’s why you have to be ready when happen.

Be on alert for emotional moments. They can take your videos to the next level.

–Tony Gnau

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