04 — Create / 04.05

Deliver your core message

Once you have captured attention, you need to earn it.

10 principles4 min readTraining film

Examples from

The Jet Business

@thejetbusiness

The viewer should quickly understand what the video is about and feel that every sentence is taking them closer to the answer, result or payoff.

Do not make people work to understand your point.

The examples here are from The Jet Business, a client whose films are on the showreel. Read them as a worked example: the principle is the same in your field, the specifics are yours.

On this page / 11

01Get to the point quickly
02One video, one core message
03Give information in the right order
04Keep creating reasons to watch
05Show, do not just explain
06Make complex information simple
07Use specific details
08Remove everything that does not add value
09End with the payoff
10Use calls to action when they make sense
—Before you film

Get to the point quickly

Remove unnecessary introductions and background information.

01If you are explaining why two private jets have different ranges, start explaining the difference.
02If you are telling the story of an aircraft deal that nearly collapsed, get into what went wrong.
03If you are comparing a Gulfstream with a Bombardier, start with the comparison.

Every sentence should move the video forward.

One video, one core message

Do not try to explain everything you know in one video. Choose one clear takeaway.

For example

01Why aircraft range changes depending on how many passengers are onboard.
02Why two jets with similar cabin sizes can have very different operating capabilities.
03What buyers should check before purchasing a pre owned aircraft.
04Why an empty leg exists.

You can always make another video. A clear message is easier to understand, remember and share.

Give information in the right order

Think about what the viewer needs to know first. Then what they need to know next. Then what they need to understand the conclusion. Avoid jumping between different points.

A simple structure is:

00:0000:0300:0900:3300:4100:45

01 / 8%
Hook
Give them a reason to watch.
02 / 14%
Context
Give them only the information required to understand the subject.
03 / 52%
Core message
Deliver the main information, explanation or story.
04 / 18%
Payoff
Answer the question or complete the story.
05 / 8%
Action
Where relevant, tell the viewer what to do next.

Drawn for a 45 second video. The proportions matter more than the seconds.

Keep creating reasons to watch

Do not rely entirely on the opening hook. Throughout the video, continue creating curiosity.

For example

But range is only part of the reason.
This is where it becomes interesting.
There is one major difference most passengers will never notice.
But that creates another problem.

Each section should naturally lead into the next.

Show, do not just explain

Aviation gives you a major advantage because many of the subjects you discuss can be shown visually.

If you are talking about cabin space,

show the cabin.

If you are explaining window size,

show the windows.

If you are discussing luggage capacity,

show the compartment.

If you are comparing aircraft,

show both aircraft where possible.

If you are explaining a process at an FBO,

show the process.

Let the visuals carry part of the explanation.

Make complex information simple

Aviation can become technical very quickly. Your job is not to prove how much you know. Your job is to make what you know easy to understand.

Avoid unnecessary terminology when simpler language will work. If technical terminology is important, explain what it means.

Someone should be able to understand the video even if they have never worked in aviation.

Use specific details

Specific information makes content more credible and interesting.

Instead of:

This jet has a very long range.

Explain what that range allows someone to do.

Instead of:

This cabin is very large.

Explain what makes it different.

Instead of:

Buying an aircraft is complicated.

Explain the specific part buyers often underestimate.

Specificity makes the information feel real.

Remove everything that does not add value

Once the script is written, go through it again.

Ask:

Does this sentence teach something?
Does it progress the story?
Does it create curiosity?
Does it add context the viewer actually needs?

If not, remove it. Short form content rewards clarity.

End with the payoff

The viewer watched because the opening created an expectation. Deliver on it.

01If you asked a question, answer it.
02If you started a story, complete it.
03If you promised a comparison, give the conclusion.
04If you created curiosity around an aircraft feature, show it.

Never make the audience feel that the video wasted their time.

Use calls to action when they make sense

Not every video needs to end with “Follow for more.” The call to action should fit the content.

You might ask people to

Follow for more aviation content
Comment which aircraft they would choose
Ask another aviation question
Visit your website
Send an enquiry
Watch the next part

Or sometimes simply end the video once the value has been delivered.

Before you film

Read the script and ask

Call sheet

01Is there one clear message?
02Does the video move quickly?
03Is there unnecessary background information?
04Does every sentence add something?
05Could anything be explained more simply?
06Are we showing what we are talking about wherever possible?
07Does the ending deliver on the opening?

The rule

Capture attention with the hook.

Then reward that attention by getting to the point and delivering exactly what you promised.

Got the rule?