The mysterious M Profile is a little understood concept that will take your videos from average to excellent.

In part 1 of The Video Code we explored attraction and attractor factors that generate and hold interest. In part 2, I explain the M Profile and why it works.

First, Yin & Yang

No, not the twins, the ancient Chinese concept of two primal opposing but complimentary principles or forces. Yin and Yang are important as a concept of opposites. Good-Bad, Black-White, Pro-Con, Idea-Opposition, etc. I promise not to get to "Eastern" on you but this concept will help you deliver more effective videos. Yin and Yang is the best terminology to use as it simply means two opposing ideas that work together. No other terminology works as well.

Opposites are Attractive

It's human nature to enjoy conflict - to a degree. We like to watch things that have "Drama" built into it. It's an ancient idea that has been around since the beginning. Drama helps move the story along. Obstacles are what make life... interesting! We watch "24" to see if Jack can defeat the bad guys. We watch "LOST" to see what the 'Others' will do next. The drama keeps us watching.

"How do I get drama in my 2 minute clip?"

There is a very easy way to incorporate this drama, this Yin & Yang into your videos. Once I show you, you'll never forget it and use it daily. Many people use this concept already but they do so unknowingly. Now you'll have a system for repeatable success. A system that works for spots, shorts, documentaries and full on features. It's called the 'M' Profile.

The 'M' Profile

The image above represents the profile of a great video. There is a steady build to a peak of concept 1, problem, or "Yin" and a very abrupt switch to concept 2, solution or "Yang". From here on out let's use Yin & Yang - makes it easier.

The switch is used effectively in all good videos. A good video will state the problem and then offer the solution. If you watch the news at all, you will see this in a number of pieces. Here's how things were, here's what happened. OR, "It was a peaceful town until..."

Get the idea? Build the problem and then build the solution. Here's a video I did for the Hospital for Special Surgery. See if you can identify the problem and solution.

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Problem: Constant knee pain - couldn't walk.

Solution Knee replacement at HSS.

The video is effective because it builds the problem within a framework of what Rocco's life was like before the problem. He was a policeman, then a carpenter, but now "Constant Pain... I couldn't walk."

Then the video transitions into the solution: Total knee replacement. When the solution is provided the music changes, the mode changes, and we begin to build the solution. The solution climaxes in seeing Rocco doing everything he used to do before the problem.

Here's a short commercial that I did that uses this Yin & Yang to sell a product. It's only 15 seconds long. Can you identify the problem/solution?

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Problem: No chair (stated within 4 seconds!)

Solution: Get your own inflatable chair free

The transition point even has a bell "ding" to signal the change to solution.

Here's the diagram again identifying the peaks, transition point and Yin & Yang:

Why Yin & Yang?

Why call it Yin & Yang? Why not Problem & Solution? Great question, you've been paying attention! The 'M' Profile can be used in ways other than Problem/Solution. You can use the profile with Solution/Problem, with Issue/Detractors (Evening News uses this a lot), with Company A/Company B, Before/After, and other "opposing but complimentary forces."

The 'M' Profile can be seen in everything from short commercials to full up feature lenght movies. In a feature, there will be a major 'M' Profile and a lot of smaller profiles (subplots). Next time you watch your favorite show or go to the movies, try to identify the major "opposing but complimentary" forces.

You may notice that not all videos have an 'M' Profile. Music videos generally do not (although some do use it very effectively). Some commercials do not have an 'M' Profile. These generally rely on an "unstated but understood" problem or issue.

Sounds good, but is it for me?

Any video you create can be made better by introducing the 'M' Profile. Is there a natural opposing force? Are there detractors to the issue? What is the problem your product or service solves? Does your product or service enhance life? If so, you can frame the Yin & Yang as helping you stand out (solution to being invisible) helping you enjoy life more fully (opposite to ho hum) or help you remain on a chosen course (by fighting off bad habits) etc, etc.

Think about your next video and how you can use the 'M' Profile to give it that extra drama!