The five rules of PR video production

1. Define your audience.
Marketing is about positioning and communicating your unique value to a very specific audience. Your product or service won’t appeal to everyone. In fact it probably won’t appeal to that many people at all. You have to ensure that you craft a message that is tailored to the specific concerns of a very well defined audience.
2. Tell a great emotional story.
Most corporate video productions today are recitations of facts, features and benefits. Most viewers never get to the end of these videos, because there are boring! If you want your viewer to watch and remember your message then you have to connect with them on an emotional level.
3. Show me, don’t tell me. 
Video is by far the fastest growing marketing tactic in use today because it informs and persuades better than any other media type. Why just explain how your product works when you can actually show people using and benefiting from that product? Video is gaining popularity because it is the best means of conveying a great deal of information quickly to an attention-deficit plagued audience.  Video is particularly effective when you need to showcase the more intangible benefits of a product.
4. Problem-solution.
Your customer wants to know how your product can solve their problems – that’s what matters to them. They really don’t care much about your history or your processes. And yet the vast majority of corporate videos today are still not written from the client’s perspective. Most businesses continue to create videos that talk about themselves. You should be thinking like your customers.
What do they care about? What are their problems?
5. Share what you really believe.
Getting people’s attention is just the first step. Somewhere along the buying cycle you’re likely going to have to give up a bit more of yourself than you’d like. What do you believe? What are your core values? This never really used to matter. Today it does.

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