“Oh, I could never do video! Its waaay too technical.”

Its amazing how much I hear this. And if this is the way you feel, you are missing a hugely lucrative boat.

Because simplicity is often the key to video success. (See Video Discovery #6 — Beachwalks with Rox). And one of the biggest online video success stories has alot more in common with Gumby and good old fashioned stop motion animation than digital computer effects.

Its Common Craft. And its “in plain english” videos, featuring paper cutouts moved by hand around a board have been seen by millions. In fact, if you signed up for Twitter recently, you may have seen this one:

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In addition to its trademark hand drawn visual style, Common Craft also uses a unique licensing model to monetize its video. In addition to creating custom videos for clients, they have created a stable of videos you can license to teach your own peeps.

So what can we learn from Common Craft?

Stand out from the crowd by connecting on a human level using low tech, not high tech methods.

Don’t get caught up in the latest gadget. Having to outdo yourself with each video is time consuming, costly and exhausting. Keep your focus on building your business, not winning visual effects awards.

Find a successful formula and stick to it. All Common Craft videos have a similar style and tone. But oh, are they fun to watch! As long as you are providing great information, entertainment and connection, you don’t have to reinvent the wheel with each video. In fact, contrary to what you might believe, familiarity breeds comfort and connection, not contempt.

If it fits, in addition to having some of your videos freely viewable, also investigate licensing and product models, where folks pay for the right to view your videos. ( A great example of this are tutorial videos included in how-to products).

Its a paradox but its true:  Sometimes the best way to find success in a technical medium is to go back to brass tacks and simplify. As Common Craft demonstrates, its high touch, not high tech that takes the day.