Appeal to Emotions

This concept has been mentioned several times and, quite honestly, should be reiterated time and time again because it is that crucial to producing a good video of any kind.

Almost all purchase decisions (and other decisions as well) are emotionally based, though we like to believe we are rational beings.  Most corporate videos recite facts, figures, features, and benefits.  While this may be good information, the general viewer will most likely turn away from something so analytical and boring. 

If you really want to reach anyone, whether it be potential customers, new employee recruits, or even employed staff, connect with them on an emotional level throughout your video.  This will grab their attention and make them want to stick around until the end.

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