When one of the country’s best news directors, Peter Meakin, (http://en.wikipedia.org/wiki/Peter_Meakin) crossed from what was then the No 1 News Network of Nine (Kerry Packer – God Bless his soul) to Seven, one of the first things he did (I heard) was ban adjectives from all news and current affairs reports.
Peter’s direction was subsequently reflected in the ratings, and the standing of the 7 team. Seven gave Nine merry hell. Writing for such a visually descriptive medium as film (TV or video) doesn’t require descriptive words (adjectives) as you’re presenting content to an audience with a preconceived notion/opinion on what’s “beautiful” or “awesome” based on individual life experiences.
Reading an article actually triggers a very different level of the brain. We reason with copy. On TV (or the net) you can’t argue with video, because what you see, is what you get. Heavy? Not really. Let me explain. An Agent walks into a kitchen and says: “This is an awesome kitchen, with Meile appliances and an island bench-top. ”
Well. We, the viewer, know it is a kitchen, because it has a fridge, and a stove – because we can see it. The Agent is just stating the bleeding obvious. But ‘awesome’? If you’ve seen the Grand Canyon, you’ll know what ‘awesome’ is.
The fact is, writing for film (online video) demands a completely different approach; one based on the combination of story construction – and emotion.
Because, let’s face it; by the time a potential buyers clicks on the link (if they can find a video link on any of the major portals), they ALREADY know all the facts. Why regurgitate them?
They know it has four bedrooms and a pool.
All media, print included, has a place. But the message must be different – using the unique aspects of each media.
Information delivered in a the property film needs to take the audience to a new level, and introduce sub-text to the conversation: “…in summer, that lemon tree in the garden blooms and fills this kitchen with a fragrance you have to be here to experience.”
As Barney McGrath said to me in my very early days in Sydney real estate: “Your job as a film-maker in the property business is to sink an emotional hook.”
If this link gets past the Editor, you’ll know where I’m coming from.
We’re not going to do that with “awesome kitchens”. But if you don’t believe me: spend two hours reading all the real estate ads in the local paper and count “spacious” and “open plan”. Try writing some copy without adjectives. Try making property films that compliment all your media.
Guest Author: Brett Clements from Platinum HD