Sometimes It’s Best Not to Say Anything at All


…via video, and every other medium.

I’m a big fan of The Wooster Group – an inventive, provocative theater company based in Manhattan. But this video, emailed out today to herald a forthcoming benefit, is just plain empty of  meaning.

Better not to say (or video) anything at all, than to release a video without meaning. That generates annoyance, the absolute enemy of engagement.

My bet is that no one outside the Group saw this video before it was released. Always test…even if the tester is your partner or neighbor. It’s not about you, it’s about your network (AGAIN)!

Have you seen or watched nonprofit marketing content that annoys you, or is empty? If so, please share the what and why with us.

Nancy Schwartz in Video | 7 comments
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