To get business value, communicate business value in your video

Suppose you want to use a short (under 2 minutes) video to introduce a specific value proposition or product. How important is style? How much effort should go into showcasing your cool company and cool brand with cutting-edge graphics, dazzling animation, and offbeat narration? And how much to “education” facts, unfamiliar concepts, technology differentiators?

communicate business value in your video

Perfect balance is not necessary, but it’s important to remember how easy it is to go too far in either direction.

How cool should you be?

No-one wants to look uncool, of course. But I’m not persuaded that being cool is a significant differentiator in technology sales. Certainly, the people and companies we do business with are all pretty cool. There is also the matter of getting your money’s worth.

One way or another, creative talent (including in-house talent, and you) is paid by the hour. If your budget is, say $10,000, that’s 100 hours of creative talent at $100/hour. What percentage should be devoted to dazzling effects and transitions that maintain the momentum, but don’t convey any actual information?