The age of text is over

Introducing: The Four Vs

Did you know that viewers retain 95% of a message when they watch it in a video?

But they only retain 10% when reading it in text.

That’s because video is a richer medium. It conveys more information that we subconsciously process to help us understand what’s happening in front of our eyes.

The 4 Vs explain what exactly makes video more powerful than text:


We’re naturally hard-wired to pay attention to human voices. The sound, tone, and timbre of a voice adds a powerful emotional component to a message.

Imagine the soothing sound of a mother singing her baby to sleep, a general rousing his troops to battle, or the object of your affection saying your name.

The human voice is magical and video lets you use it to your advantage.


The words you say have power. You can use words strategically to grip your audience and hold their attention.

This is why Starbucks calls an extra large coffee a venti. “Extra large” doesn’t carry the same weight and allude to the premium experience that Starbucks wanted to portray when they launched.

Careful word choice is what allows Starbucks to charge $4 for a cup of coffee


Lighting, background, and images add to the message and overall impact of your video.

You can use the background alone to convey more information to your viewers without them even realizing.

Do you have a big book shelf, collectibles, posters, plants, or pets in your background? They give your viewers a glimpse into your life and show what kind of person you are.

I have an old movie poster in the background of all my videos, which has sparked a number of interesting conversations and interactions.


Our eyes automatically follow objects in motion. Even more so if they’re shiny.

In order to drive this point home, I’ll reference a little known indie flick called Jurassic Park.

The main characters avoid getting eaten by a T-Rex by maintaining absolute stillness. The eyes of the T-Rex—like most creatures—are evolved to notice movement.

By staying still, the protagonists can’t be seen.

The inverse is true, which explains why video is so powerful.

Video, which is literally moving pictures, captures our attention.

There may have been some other lesson about not trying to outsmart Mother Nature but my big takeaway was that if I’m trying to escape a T-Rex I need to be still.

Videos work better

Because of the 4 Vs, videos carry more weight than pure text.

It’s the most human medium and makes it easier to connect with people when we can’t meet in real life.

If you’re now thinking “But I hate being on camera. How am I supposed to make videos?” then I got something for you.

Check out my free 14-day Camera Confidence Challenge. In just 10 minutes a day, you can finally get comfortable on camera and start filming your first videos.

Video version of this article: