“Would you like to start with an appetizer?” That’s a question you often hear in restaurants. If you’re working on a sales or promotional video, the answer is always YES!
A sales video is more like an appetizer than a 7-course meal. It’s used to whet the appetite of your audience. To make them want MORE information.
Because of our ever-shortening attention spans, the human mind stops absorbing information after 3-5 minutes. No matter what you say after that time, no matter how dynamic or informative it is, it’s probably going to be sifted out. That’s just how we’re hard-wired.
So, when you’re designing a promotional piece, it’s vital to identify your top sales points and viewer benefits, and make sure those are driven home in a unforgettable way. Leave your audience wanting more, not wishing for less.