From How to Shoot Video that Doesn’t Suck, Page 192:
To promote your product using video, you’ll want to intrigue a potential customer into learning more. Which means you’ll need a big idea and plenty of entertainment value. A great video grabs your attention even when you have no interest in buying the product.
Someone sent me a link to Blendtec’s “Will It Blend?” videos, which have millions of hits each. I don’t watch them because I’m endlessly fascinated by blenders. I watch because I’m endlessly fascinated by Blendtech’s slo-mo video of blenders pulverizing things they shouldn’t, like golf balls, iPads ,and bullets. Will these stunts influence my purchase decision next time I buy a blender? I don’t know. But I’m certainly aware of the brand now, and I wasn’t before.
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