Wednesday, April 3, 2019

Web Secret 566: Unreasonable

I am known to jump up and down about the need for EAP companies and individuals to have sophisticated marketing and a one to two minute video.

I wish I could use an actual EAP as an example, but no one is doing what I am talking about - yet. What you get on most EAP services is a list of services - ditto in their videos.

What is an example, is a technology accelerator called the Unreasonable Group.

Let's look at their 2 minute video, entitled "We are Unreasonable"shall we?

Note that they don't actually explain how they do what they do - instead the video is aspirational - you, the client, and Unreasonable are working towards the same high level goal. They describe the big picture of what their company hopes to achieve for their clients. The video itself is composed of photo and very short video clips downloaded, most likely, from the Internet. Their text is superimposed over these images.

There are no actors, no special effects - it's about the message. Not expensive to produce.

This is how they describe themselves on their website (the emphasis is mine):

"At Unreasonable Group, we believe entrepreneurs building rapidly scalable businesses are our best bet for solving the most significant social and environmental challenges. Every day, our team strives to give entrepreneurs tackling these challenges an unfair advantage. We do this by connecting entrepreneurs with the networks of mentors, investors, businesses, policymakers and specialists they need to scale. Unreasonable’s economic model rests on identifying and securing new partnerships with multinational companies, foundations, and governments."

Note the provocative and unusual use of the word "unfair."

Makes you pay attention, right?

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