With this in mind, here are some simple and often overlooked concepts you might want to consider as we welcome in 2016.
1: Don't be scared to show your customers who you really are
I meet a lot of business owners who aren't comfortable being in front of the camera lens. That's totally understandable, of course. But that doesn't mean that we can't work around it — providing you're willing to bear with it for a few minutes, until you begin to feel a little more at ease. Often, a voiceover written by and featuring the owner of the business will be better than anything we could have outsourced, so it may be something worth considering after all.
2: Be careful how much information you try to convey
When people ask me what works for video, I find myself thinking and saying the same thing I did when I wrote a lot of copy for websites and agencies: people want to hear solid information, delivered in a way that they can absorb. And basically, that's it. This means treading a fine line where audio and video is concerned. We don't want to bamboozle people with technical speak that only makes sense in the confines of the office, after all — we want to make them feel like they get it straight away.
3: Tell a story and give the viewer something they can understand and relate to
Stories are, clearly, at the heart of everything that we do. So tell one. Tell your customers a story of success, a way that you do things effectively, or simply give them something to think about that takes them on a journey.
4: Following the competition is easy, but not always desirable
We've all fallen into the trap of following what has worked for other people, hoping that it'll work for us too. And in some ways this behaviour has aided all our lives, and improved the way many facets of society run and interact. But with video and film and where business is concerned, we can afford to attempt new things. So don't concern yourself too much with what your competition is doing or has done (although you will definitely want to know!). Your story, as a business, will be different, and by following what feels right for you, we'll ensure that the video is entirely personal. And your customers and potential customers will sense that, and it'll put a smile upon their faces.
That's all from me for 2015. Have a very Merry Christmas and a happy New Year.