Never assume you’re believed. Or that your company video is believed.

Your Floating Voter (see Understanding Target Audience), who you must win over, may well be a cynic. Probably is.

So if you make a claim, immediately follow it up with incontrovertible and swift proof of your claim.

You say: We do it better

<Proof: Because (provide proof as stats, or as self-evident, or as a testimonial)

Failure to take this obvious step can lead to:

> Cynical Floating Voters quietly disputing your claim, though they may never say this to your face.

> The Nays arguing the Floating Voters down with your “blatantly unprovable claims”.

On the other hand, diligent attention to proof of claims will win over Floating voters, and win your deal.

This approach is the same as any other common sense selling, but a surprising amount of people feel that once they’re making a company video they don’t need to back up what they say, as if the company video is proof enough.

The Proposition

You should always end your company video on a Proposition, a sensible business proposition. It’s the natural result of your Three Deliverables.

Never assume everyone knows what to do, or gets the idea what to do next.

Audiences are bombarded with competing messages from all sources, so you have to be very clear with people by giving them a clear business proposition.

If your business video doesn’t have a proposition then I suggest cancelling the whole video production project until you do have a business proposition to include!
A business proposition can be seen as a summary to your business video.

The Call to Action

Whatever desired business or organisational objective underpins your company video, you should always ask your audience for the desired response.

Never assume it’s obvious what action you want your audience to take next.

Ask. 

Remember: Those that don’t ask, don’t get.

There are lots of ways to ask.

The Next Stepor

Please call or email … 

or 

Don’t hesitate …

or 

Buy now …

You may include an incentive, if it’s a long running incentive.  

Drafting your company video script