Here are a few of my favorite videos from McGuire and his team:
"Be memorable," they tell us.
That's so easy if you sell energy drinks, potato chips, or sneakers.
But you don't.
You sell boring B2B stuff. Like UV light-curing glue, industrial shelving, insurance, consulting, or software for hair salons.
We produce dozens of tedious tutorial videos to instruct customers on exactly how to use whatever it is we sell.
And worst of all, we're forced to peddle these dreary brand names like Global Industrial, StorEdge, or Zenoti. (Zenoti is a serious player in the medspa software space. Ooooh. So exciting.)
So, how the heck are we supposed to create memorable content?
The answer is simple: think like McGuire Brannon.
McGuire uses The Humor Effect (yes, it's a real thing) to turn some of the most boring B2B content into masterpieces.
Yes, McGuire and his team make the best B2B tutorial videos in the world. How good are they?
One client said about their tutorials: "Hilarious, relatable, and memorable." Boom. 'Nough said.
So, I decided to watch hundreds of McGuire's videos to try and understand precisely why they're so memorable. Sure, they use humor. But I also uncovered three key components that make the humor work.