The Psychology of Persuasion for Startups

May 24, 2023

Explainer videos tap into a principle as old as humanity itself - Maslow's Hierarchy of Needs.

You might be thinking, "Hang on, Maslow's Hierarchy? We talkin' psychology 101?” Well, yes, but it's also an untapped treasure trove when it comes to understanding your customers. It helps us cater to their needs, from the most basic to the most aspirational.

Level One: Physical Needs – Making Your Product Tangible

The first level of Maslow's hierarchy is about satisfying physical needs. And in the business context, this is about making your product or service tangible, understandable, and relatable to your customers. A well-produced explainer video makes your product or service feel more real, more within the reach of your potential customers. This is your opportunity to answer that ever-important question every consumer has – “What’s in it for me?”

Level Two: Safety – Establishing Trust

After physical needs comes safety, a fundamental requirement for any relationship, including business. Explainer videos provide an opportunity to establish trust with your customers. You can show them how your product or service works, the safety measures in place, and how you're dedicated to delivering the best. And in the current digital landscape where trust is as rare as a unicorn taking a leisurely stroll down Main Street, this can be your secret weapon.

Level Three: Social – Fostering Connection

Here's where the magic happens. An excellent explainer video doesn’t just inform, it connects. It shares your brand's personality, your values, and your story. And let's face it, who doesn't love a good story? This connection can make your brand more memorable, relatable, and engaging, and that's a straight path to winning loyal customers.

Level Four: Esteem – Showcasing Excellence

A brilliantly executed explainer video can elevate your brand image. It's a public display of your commitment to quality, attention to detail, and your determination to be the best in your field. And in the process, it enhances your customers’ self-esteem, because who doesn't want to be associated with the best?

Level Five: Self-Actualization – Unlocking Possibilities

Lastly, an explainer video can show your customers a vision of what could be. The potential that could be unlocked, the problems that could be solved, the difference that could be made – all with your product or service. This is where you encourage your customers to dream, to imagine, and to aspire – with you as their partner in success.

And now, a moment of unabashed self-promotion: if you're looking for a team that's passionate, experienced, and just a bit clever (if we do say so ourselves), we're here to help. We promise to listen, to understand, and to produce an explainer video that speaks to your brand and captivates your audience in a way that would make even Maslow proud.


If you have questions, want more information or have a project in mind, shoot us a message.

We're happy to provide a preview of your customized content strategy and/or proposal for your video.

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