Help Buyers Understand Why They Should Choose You

You may need more of the right people to discover your business. Or prospects already find you, but don’t understand why your product or service is right for them.

Why Most Business Videos Don’t Work helps you identify what buyers need to understand, which videos could help, and where to use them before you invest in more content.

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By Carl Kwan · Kwan Multimedia

Cover of Why Most Business Videos Don’t Work by Carl Kwan

Give Your Next Video a Clear Business Purpose

This guide is for the person responsible for making video useful in sales and marketing. Start with the situation you need to change:

You’re Reaching the Wrong People

Your content gets attention, but too little comes from the customers you want to attract.

Buyers Don’t See the Difference

They understand what you sell, but struggle to see why they should choose you.

The Same Questions Hold Things Up

Your sales conversations keep returning to concerns a useful explanation could address earlier.

You’re Unsure What to Make Next

You’re considering video, or already have some, and need a clearer reason for the next investment.

What You’ll Take Away

How to match your message to what buyers need at different points in their decision.
The roles of business introductions, product or service explanations, FAQs, and testimonials.
Ways to use video on your website, in proposals, and in sales follow-up.
Client examples that show the problem, the video’s purpose, and how the business used it.

Inside the Guide · TCA Electric

See the Thinking Behind the Videos

In the guide, TCA Electric’s EV charging explainer helps prospective customers understand the opportunity and share it with other strata decision-makers. A separate introduction video supports the company’s proposals.

The example shows how the audience and the next decision shape what to say and where the video belongs.

About Carl

Carl Kwan combines video strategy, presentation coaching, and production. He began using video to attract clients in 2009 and founded Kwan Multimedia in 2013. This guide draws on his work helping businesses explain their value and answer buyers’ questions.

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Start with the question your buyers need answered next.

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