To make an engaging and shareable video that works for your audience as well as your stakeholders, you need 4 things organized and represented in your videos: You need your 4P’s.

  • Purpose (what to say, and what not to say to guide your audience to a goal)
  • People (a main character that your viewers can connect with and relate too)
  • Place (visuals that give authenticity that establishes trust),
  • Plot (your vital element that creates engagement - often missing from corporate videos resulting in a lack of response from the audience. With plot, people want to watch what happens next, and they become invested in your purpose).

I will take you through a quick process to determine your 4 P's.

Let’s start with the Purpose.

What do you want your story to say? What do you want the audience to do? What should they be left with?

Let's define the purpose (in a way that makes and effective, engaging video) by answering these 5 questions:

1. What about this chicken farmer is the most inspiring to you?

2. What about this chicken farmer, or his farm, is different?

3. Who is the average customer?

4. How do you want the audience to this story to feel?

5. What action do you want the viewer to take after watching the video?

Next, lets talk about PEOPLE.  People are the characters in your story.

Your super powerful tool for keeping your viewer invested in your story and product is to show a person with a desire.

When your main character has a desire, your audience wants to see her reach that desire. When they reach that desire, we emotionally connect.  When they connect, they are more likely to take your point of view or identify with your purpose.


So, for our Farmer, we must know and visually show the following:

1. The Farmer's Desire: What does this person want beyond what they already have?

2. The Farmer's Uniqueness: What makes this person different?

3. The Farmer's Complexity: What is the why behind this person's desire - what is the deeper reason behind why this farmer started this business, and why they're connected to their desire specifically.


It’s conflict that keeps us on our toes and prevents viewers from simply zoning out. Conflict serves the purpose of asking a question that your audience wants to know the answer to. In answering the question, we pull the viewer into the journey and keep him glued to that story. Yes, you want your viewer asking questions—not because they’re confused, but because they’re just dying to know what happens next:

Your task: TBA - need info about the purpose and person to begin!