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60 Seconds: How to tell your company's story and the brain science to make it stick Paperback – October 25, 2012


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Product Details

  • Paperback: 76 pages
  • Publisher: CreateSpace Independent Publishing Platform (October 25, 2012)
  • Language: English
  • ISBN-10: 1480146668
  • ISBN-13: 978-1480146662
  • Product Dimensions: 5.1 x 0.2 x 7.8 inches
  • Shipping Weight: 4.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #3,627,468 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Andrew Angus is the Founder and CEO of Switch Video. In the past 5 years, his company has helped 250 clients tell their story. They have worked in 14 different countries and told stories in 7 different languages. Angus is a mentor at FounderFuel, Rockstart, and a partner with Extreme Startups, where he helps young companies to find their stories in a crowded market place. He has run a business for most of his life, much to his mother's chagrin.

More About the Author

Andrew Angus is the Founder and CEO of Switch Video. In the past five years, his company has helped 250 clients tell their story. They have worked in fourteen different countries and told stories in seven different languages. Angus is a mentor at FounderFuel, Rockstart, and a partner with Extreme Startups, where he helps young companies to find their stories in a crowded market place. He has run a business for most of his life, much to his mother's chagrin.

Customer Reviews

4.4 out of 5 stars
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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By JaysonGaignard on January 16, 2013
Format: Paperback Verified Purchase
Whether you are planning to hire a company to create an explainer video for your business, or you're trying to do it yourself, you should definitely pick up this book. It's a super quick read, yet it provides you great tangible takeaways that you can implement right away.
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3 of 3 people found the following review helpful By NeilM on December 6, 2012
Format: Paperback
This book does a good job of simplifying the seemingly complex cognitive science behind why we love to hear a company pitch in the form of a story, with powerful and meaningful metaphors and intuitive visuals, that often can be as simple as animated stick figures. It is a short read that demonstrates the extensive experience and knowledge that the author and his company has gained over the years. Great job!
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2 of 2 people found the following review helpful By Ghayden on February 20, 2013
Format: Paperback
What I like about how you break it down is in going through that exercise of focusing your message down to the bare bones of what you do, keeping it super simple, and not overwhelming the user, you not only are able to make a great video but it helps the entrepreneur refine their pitch and vision and undoubtedly helps them in everything they do.

Great stuff.
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1 of 1 people found the following review helpful By John Gibbs TOP 1000 REVIEWER on September 19, 2013
Format: Paperback
Video is the single most powerful tool you can use to communicate a story, according to Andrew Angus in this book. In order to create a memorable video, there are just three things you need to do:

* Keep the story simple
* Connect with people's prior knowledge
* Stimulate both the auditory and visual senses

The story needs to be kept simple so that the viewer does not get overloaded with multiple different ideas to process at the same time. The video needs to be short because people are too busy to watch longer videos, and even if they do they are less likely to absorb and retain the information. Ideally you should find a metaphor which communicates the message quickly. By stimulating the viewer's auditory and visual senses simultaneously, memory retention is greatly accelerated.

Chapter 7 includes a detailed description of how the author's team went about the process of imagining, scripting and creating a successful animated short video advertising a web-based social performance management platform.

This short book is written as a promotional tool for the author's video making services, but in the best traditions of content marketing it gives the reader useful information for free. By the end of the book I was reasonably convinced about the usefulness of video as a persuasion tool.
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Format: Kindle Edition Verified Purchase
Understanding how the marketing message is perceived by the Brain is a good starting point for all would be marketers.
The point made about standing out with the amount of marketing noise that we are all subject to, is just why cartoon or non "real life" imagery can pass through the filters that alert us to a marketing message.
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Format: Kindle Edition Verified Purchase
I've worked with several large companies, entrepreneurs, small business owners, and founders. This book captures one of the things I've constantly believed was misplaced in the business that struggled, mainly those who succeed have learned to "Show" more than "Tell" and those who struggle always want to "Tell" more than "Show". A good story and video or visuals to lead with can get everyone engaged and on board quickly, but the 20 page strategic plan, an assortment of powerpoint slides that vary with the perspective audience often fails to get the attention of anyone.

I liked the book, it's simple in scope, an easy read, and great advice: 1. Simple Story; 2. Connect to audience knowledge; 3. Metaphors; 4. Stimulate the senses.
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