Enchanted Messaging: What Guy Kawasaki Can Teach Us About Explainer Videos

Want to Create an Explainer Video That Truly Connects? Take a Cue from Enchantment.

At Wienot Films, we’re always on the lookout for smart, simple insights that help people craft better stories, especially when it comes to explainer videos. So when a book like Enchantment by Guy Kawasaki promises advice on how to "delight, engage, and influence people," it immediately caught our eye.

In particular, Chapter 5 (pages 45–47) offers great advice for creating messages that are “short, simple, and swallowable.” That phrase alone is a perfect example of what makes a message memorable. Kawasaki’s principles are useful for marketers and educators, but they’re especially powerful for animators and visual storytellers.

Key Storytelling Takeaways

Here are some of our favorite takeaways—and how they apply to making explainer videos more engaging and effective.

Use Tricolons

A tricolon is a sentence with three rhythmic parts of equal length. It’s punchy, poetic, and powerful.

“Be sincere, be brief, be seated.” – FDR

Explainer video tip: Tricolons work well in taglines, narration, and visual sequences. Think:“Watch. Learn. Remember.”“Think clearly. Speak simply. Show visually.”They’re easy to remember, easy to repeat, and leave a strong impression.

Use Metaphors

Metaphors make abstract ideas feel real. Instead of saying “our product protects your data,” try “our product is your data’s bodyguard.” Now you’ve got a visual and emotional hook.

In animation, metaphors come to life. Your data can be a vault, a dragon-guarded castle, or a Band-Aid on a scraped knee. When people can see it, they’re more likely to remember it.

Use Similes

Similes make things relatable. “Explainer videos are like on-ramps to your message” helps people immediately grasp their purpose.

Similes can also add personality. They invite a smile and add charm. Just don’t overuse them. One good simile can make your message sing. Too many and it turns into a karaoke night no one asked for.

Keep It Short

Kawasaki reminds us that short messages are “memorable and repeatable.” That’s especially important in video, where attention spans are short and competition is fierce.

Our goal is always to trim the fat. In explainer videos, every word counts. The simpler the message, the more powerful it becomes.

Stay Positive

Scare tactics may get attention, but they rarely inspire action. People are more likely to respond when they feel hopeful and empowered.

Instead of saying, “You’ll lose everything without our service,” try “You’ll gain confidence and peace of mind with our service.” Positivity builds trust, and trust builds momentum.

Show Respect

Respect your audience’s intelligence. Don’t talk down to them. Don’t flood them with jargon or try to impress with complexity.

In explainer videos, we believe in clear, conversational language. It’s not about dumbing things down. It’s about making ideas accessible. And when people feel respected, they’re more likely to listen.

What Can Kill a Good Message?

Kawasaki also offers two warning signs that a message is in trouble:

1. Design by committee – Too many cooks can dilute your message.

2. Over-hype – When you believe your own buzz too much, you risk losing touch with your audience.

We’ve seen both happen. The best explainer videos come from a focused vision and a grounded understanding of your audience’s needs.

Our Takeaway

Keep it real. Keep it simple. Keep it honest. It's not just good advice for storytelling. It’s good advice for life.

If you're trying to create an explainer video that informs, inspires, and (yes) enchants, we’d love to help. That’s what we do at Wienot Films—turn big ideas into short, memorable stories.

Want help crafting an enchanted explainer video? Contact Wienot Films today.

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Disclosure: Guy Kawasaki once posted our video, Powerful (PowerPoint) Presentations: Simply Stated, to his site after we sent it to him. In a follow-up exchange, we promised to read his book. We didn’t promise to blog about it, but we’re doing it anyway because the content is worth sharing. And now we’ve got a simple way to return to some of the book’s best ideas.