The easiest way to sell a product – particularly a functionally complex product or where there are unique performance advantages – is to get in front of the customer with it. But before you get to that stage, you have to generate interest, belief and trust.

You can get some of the way there with a press release, a brochure or text on your website, but nothing quite beats video; it’s the next best thing to a hands-on presentation.

Have a look at this video talking about moving coil actuators. It discusses how the actuators work, their performance, their unique features, the products in the range, the configurations, and their applications. There are even clips of application footage cut in.

It looks like a complex presentation, but it’s been well rehearsed and there are plenty of cut-aways to close-ups of the product. That means, on the one hand, that the viewer gets a really good look at the product, whilst on the other hand the speaker can break down the presentation into bite-sized chunks. Note that the continuity all the way through is excellent, focusing on the position of the hand, the pen, and the actuator itself. That sort of attention to detail makes a huge difference, because continuity errors jar on the brain and take the focus away from the product.

This is the sort of thing that I film for between £250 and £350. That’s not much more than the cost of having a press release written for the product. And as an industrial journalist with over 20 years experience, I could write the press release at the same time as producing the video, making the whole thing extremely cost effective.