Commitment is when they put skin in the game.

A human brain is designed to experience pleasure when it understands something and fear or resistance when it doesn’t.

read your explanatory paragraph into a microphone and lay that text over “B-roll” of people using your product, you should be fine.

Keep it simple and compelling. By putting too much success in you actually end up diluting your brand.

give people something very simple to think about and say regarding your products or services.

Do not overpromise. Any success you state

Always start your one-liner by stating the problem.

Don’t make the mistake of being vague and elusive in your video, turning it into some sort of brand identity art installation. Your customer wants to hear your pitch in a concise, clear, and interesting form, and your video is a great opportunity to accomplish this.

A good lead-generating PDF should take about twenty minutes to read,