Tuesday, December 18, 2007

AMEX does video right, mostly

Another good example of using Web video can be found on the American Express Open for Business website. Short videos from a host of business leaders offer advice to small business owners.

I love that these are very short and well produced. The audio is excellent and the style is engaging. However, it may have been more powerful if the producers hadn't asked these business leaders to focus on such simple concepts.

For instance, does it take a full minute to tell you that the most successful businesspeople combine imagination with a good dose of reality? How about another minute to tell you that if your business involves a design aesthetic that it might be wise to hire a professional photographer to capture it?

I would rather hear them answer one of these questions:

What is the most important thing you did right in your business?
What was the most critical mistake you made and how did you overcome it?
If you could start over today, what would you do first?

Remember, content is king. Every word your listener hears must carry value. Great production values will not save an online video that doesn't provide real value to its viewers. On the other hand, if you have something to say, any DV video camera can do the job.
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