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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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Marketing Science and Video: What Women Want in a Dancer

By Burkey Belser
March 31, 2014
Marketing Science and Video: What Women Want in a Dancer

If you ever doubted it recently, the Age of Infinite Dissection is upon us. As a devoted reader of Science Times, I love it. Having science combined with animation or video, as found in this Sunday's article from the Washington Post, seems like the highest and best use of this new Age to me. Why? We know from decades of our own research that buyers of professional services, members of organizations and almost everyone else are looking for reliable information first… and fast. You do not have to be a left-brain thinker, as most of our clients are, to appreciate this. Everyone begins their decision-making process this way. Further research proves that communicating in different channels (print and video in this case) creates more pathways to memory, shortening the time from consideration to sale.

But first a warning: talking heads can be dangerous for your sales. Creativity is key to connecting with your buyer. Jon Stewart is not a talking head, even though he might look like one. Ever notice how richly Stewart is accompanied by graphics to drive home the punchline? In the Washington Post article, a computer animation punctuates the science. Get it? Not anyone who can point a video camera in your direction is qualified to shoot it. Invest in your most important stories; your stories are the lifeline to your clients.

Get your groove on. We can dance.