Chemistry IS Everything!

Whether your cooking, public speaking, in a laboratory developing new substances, distilling a fine liquor or aging wine…whatever, chemistry is everything.

It’s not just the ingredients, it’s how they are mixed…like perfume for example, put one ingredient in at one crucial time during the process and you can cause the previous two ingredients to separate. This will sometimes produce a very good effect, like a nose fetching ‘top note’ or it will fall to the bottom on the scale and become the ‘base note.’ The perfume industry, as with many others depend on successful chemistry and they succeed or fail when introducing a new scent to a line of fragrances.

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Good chemistry is when the joining of two ingredients, become more than the sum total of both. It’s a masterful fusion. Charismatic people for example, often have more than the average amount of ingredients that solicit a greater than usual response in many people. You may not be able to define it, but it works despite the lack of definition.

Successful marketing and advertising depends on the chemistry a product or service conjures in the consuming public. Think of the successful “I’m a Mac” – “I’m a PC’ television adverts. Very simply crafted with a power punch that guaranteed mega dollars on the bottom line. Steve Jobs was not known for his personal charisma but his product built one of the most profitable marketing campaigns ever. RIchard Branson with Virgin Atlantic is another prime example of how a product or service can generate irresistible sex appeal in the market place. Go into any Apple store or borad any of the Virgin Atlantic airlines, or go and listen to music in their stores, and if you don’t come out of those places happier than you went in, then you must be sleep walking.

Those BRANDS were built, tightly monitored, tweaked and modified as and when needed to become very successful business models. They have one thing in common and this is the salient point I want to make in this blog entry:

Absolutely everything they have onboard or in the shop front is essential. They have distilled the very essence of what they are selling, and you feel it’s there for YOU! They distilled the look, the sound, the colours, the uniforms, the packaging, EVERYTHING was taken into consideration and if one little ‘ingredient’ was in excess, did nothing to enhance the brand, then it was thrown out. Those two brands are tight, clean, targeted, and sexy. The ingredients, all added together, produce something greater than the total of them!

That process, I argue, is how to make great videos to sell your products and services.


This testimonial was one we had fun creating! The spokesperson is a Robert Dinero impersonator and in this video he’s giving us a send up and playing into the fact that Petrushka Pavlovich is a very fine chef who brings her talents and skills to the studio and conjures appetite stimulating recipes in the form of narrative videos!

Good narrative, that is good story telling, we all know is not what the story is about, it’s how you tell it. The order you tell it in… that parts you leave out or allude to. It’s chemistry. A good comedic is masterful at story telling…and he or she plays into the audience, generating electric chemistry then drops in the ‘punch line’ that should have them laughing with gusto.

Videos, well produced, generate interest, bring a market demand to the fore and cultivate it. We’ve all seen those alluring high end commercials that entice us to ‘want’ something we really don’t need..that is the best of supply & demand and is a form of chemistry.

The world of search engine optimization, typically known as SEO, feeds off of a perfect marriage of how the bots, also known as electronic readers (which are robotic,) respond to the ever changing viewing public. Generating interest is a skill set in chemistry too!

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