Without one, it is little more than a home movie. Your goal may be for people to pick up the phone and order your product, but it's more likely that the video will set the stage for a later sale by a salesperson. There are as many possible goals for videos as there are businesses. In fact, many more, but keep your video focused on one clear goal. Then list the three to five most important ideas that will achieve this goal.
Some information is more appropriate in print than it is in a video.
Price lists and technical specs, for example, are more useful in print. The printed literature can be randomly accessed in the same way that computer data is. It's easy to turn to chapter three and find specific information quickly. To find something in the middle of a video, you must fast forward through the whole tape and guess where chapter three is. Although your company's phone number may appear at the end of your video, don't count on the viewer's willingness to search for it.