Video is a great communications medium because it allows companies to get information to clients, but it can also do something better than that.  It can stir emotion.

Marketing guru Seth Godin recently blogged that data crowds faith.  That it distracts marketers from their real mission… creating an emotional connection.

I couldn’t agree more.  While it’s possible to pack a video with facts and figures, it really isn’t the most effective use of the platform.  A little bit of information goes a long way in video, and the focus should really be on creating a “sense” about a business or product.

It’s all about good solid storytelling.  You want clients finishing the video “feeling” confident about your company.

–Tony Gnau

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