Doug writes a very interesting post on how his company lost a bid by not using a video.

While I have to agree that video is a powerful tool, I would like to make some remarks:

For that video to be powerful, it has to be well made. A badly made video hurts more than a badly written text. But a well scripted, well executed video can convey information – and emotion – more efficiently than written text can.

Rather than Video >= Images + Stories I would suggest a formula along the lines of value of a video = min (story; technical quality; execution). It’s the weakest link that defines the potential of your video.

There are many companies that call themselves “video production”, and even more people with a video camera. Video cameras can be had for little money, simple editing programs come with all modern OSes. While it may be tempting to go for a cheap in-house solution, as always quality costs.

Different clients need different presentations

Not all clients appreciate “meat”. One of the first bids we did was for a state controlled company. After the presentation we were told (unofficially), that our presentation was the most creative, most exciting. But, in the end they went with a production company that is used by most other state companies. They got an alright, off-the-shelf video, that is watchable. But not memorable.

While our solution promised to actually excite the audience, it also would have been a non-standard way of presenting. Our client was not prepared to take the risk of doing something unusual. So, they got a run-of-the-mill presentation, well executed, passionless. Something our client could safely show to his boss and say that he o.k’ed it.

Reading in the web time

I don’t think that people read less than before. It is just that the amount of data people have to process has exploded. I actually think that we read more, but we skim also more than before.