English Marketing Marketing / Market Research

Hello everyone,

The story opens with a black-and-white closeup of two expressionless eyes. As the narrator speaks, we pull back to discover the eyes belong to the typical Unbounce customer: a marketing professional in front of his laptop. He remains expressionless, and as the camera slowly pulls back, his problems are revealed: little budget, no technical experience, and more than anything, no power to take control of the marketing process.

In the words of our Steller storytelling framework, that’s the normal for this poor guy, and it’s where we learn about the pain.

The explosion arrives when he finally blinks, and we hear that Unbounce has a new conversion tool coming. When the marketer opens his eyes, he’s in the new normal: the world is in color, not black and white. As we pull back again, he’s a changed man, smiling and sipping a cup of coffee.

It was simple, inexpensive, and it worked. Chelsea said, “We centered the video visuals around that person (a.k.a. an identifiable character). ***It was clean***. It was easy, and it not only spread the message and the hype that we were looking for, but actually resulted in lead generation and new customers for us. And, like I said, we didn’t even say what we were releasing yet!”

The phrase "It was clean" seems very simple, but I have to admit I'm not sure what it means in the context above.

Thank you.