A colleague sent this video around to his network today, calling it a "brilliant use of video" explaining a relatively boring product -- Google Docs.


And I totally agree. Yet it's not "brilliant" because it's especially creative. It's brilliant because it introduces a very complex product and explains it very clearly, succinctly, and in a compelling manner.
Here's the video:

Here's why it's great:
* It's so simple a monkey could understand it. It clearly helps you see why you need to change your internet and work habits.
* It demonstrates the power of video. Can you imagine trying to read an article about how (and why) to use Google Docs? Hearing a podcast about it? Uh... no.
* It swats away the fear/concern: "We can't do video because we don't know how to do production." Notice the simple, low-tech production. Notice the offline visuals and manual (literally) manipulation of them. You don't need a studio, production team, or (in this case) anything besides a good idea, well-executed.
* It's a great model for how other companies with "boring" and hard-to-understand products can use video to explain it easily and simply, making their products more compelling. I'm thinking here of B2B marketers, especially. Or consultants. Or professional service marketers. Or... well, you get the idea.

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A Brilliant Marketing Video

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ABOUT THE AUTHOR

image of Ann Handley

Ann Handley is a Wall Street Journal best-selling author who recently published Everybody Writes 2. She speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. Ann is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer.