It may be easier and more natural to define what will be in your program. However, just as important is to define how the material will be presented. This is called program style. Choosing the right style is essential to delivering an effective message to your viewer. Inappropriate styles can distract and confuse your viewers.
For example, if you want to convey the professionalism of your company you might show the strong leadership and management talent. You would show how your company is highly organized and works together as a team. You may have customer testimonials about how efficiently and expertly you executed the tasks you were hired to do. The tone would be upbeat, positive and possibly fast-moving.
On the other hand, if you were promoting the cause of a nonprofit organization that deals with the social problems of our society, your style may include very serious, slower pacing. You are trying to help your viewer understand the problems you are trying to solve. They need to become emotionally involved with the issues and convinced of the value of solving those problems. Then, when you ask for their support, the viewer is willing to lend a hand.
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Video is Affordable
"It's no longer just for the Fortune 500. Producing a marketing video often costs no more than a professionally designed color brochure. A carefully scripted 6 to 8 minute video can be more effective and convey as much information as a stack of printed materials."
