Lights, Camera, Action!

By Eric Schwartz
Published on: July 13, 2018

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At the end of the day we are all consumers that love to shop. Think about how you buy or how you research the products you’re looking to purchase. The obvious is how you research . . . it’s all online. That’s a gimme. But what attracts you to a product or service? What draws you in? What hooks you? VIDEO.

If you’re a manufacturer or a service provider you need to use the medium of video to get your message across to the end-user. Bad video used to be okay, but it’s not anymore. The quality of your video is as important as your website or your store front. If it’s not professionally done you’re probably damaging your BRAND.  Additionally, long video is a waste of money and time. The consumer will click off the video after two minutes, so the pressure to tell your story within this time frame should be left to the professionals. If you’re going to use video on social media you should keep the message down to 15-20 seconds.

Content is King and when done well will help sell your product or your service. Take video seriously when mapping out your marketing message. It’s a medium that’s only going to become more important. Like the Internet . . . it’s not going away.


Eric Schwartz

Eric Schwartz

After spending four decades as a publication executive in the consumer technology sector, Eric Schwartz launched his own company in 2018, Catapult Communications, offering brand awareness and sales strategies to strengthen clients' go-to-market offerings. Previously, he served as managing director and executive producer at NAPCO Media, president and founder of CarSound and AutoMedia magazines, and publisher of Video magazine.

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