Marketing guru Seth Godin was blogging the other day about campaigns and who they aim to please. This is something you should always keep in mind when producing a marketing video.

Considering the audience is crucial to success. If you’re producing a video simply for your own gratification, it’s probably not going to do much to help your company’s marketing effort. One the other hand, if you produce a video for your audience and its needs, you’re more than likely creating something with impact.

A good rule of thumb… when you’re looking at a script or watching a first-cut, try to put yourself in your customer’s shoes and simply ask… why do I care about this?  How is this video relevant to my business and what I do?

If you come up with an answer, your video is on the right track.

–Tony Gnau

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