The law of attraction is a potent tool when marketing anything. Experienced marketers will tell you that to sell something, especially from a distance you have to create an emotional reaction between the product and its audience.

Look at most of the television shows and advertisements on any network. The majority of the cast are slim and good looking. Chosen to illicit a certain reaction within the audience, namely attraction. Business schools teach that attractive people sell more products, and I’m afraid it’s true. Beauty is prized in our society and marketers exploit this as much as they can.

Times, and trends are slowly changing though. With the changing size of the population, “real” people are being featured more in advertising to connect with people. If they react emotionally to someone who looks like them, an emotional bond however weak is created. This bond can be strengthened by clever scripting or using realistic situations. Not all casting decisions are made on looks alone. The “girl next door” or “Mr and Mrs Average” are also useful characters who can create emotional links to the audience. The casting choice depends a lot on the product being promoted and the tone of the production.

Sound is also a large part of attraction. Think of some of the most popular advertisements of the past ten years, and I’ll guarantee there will be a memorable soundtrack to them. Music can influence the mood, and the tone of the piece. For example an active, dynamic soundtrack will convey profit, efficiency, modern and go-getting products or companies. A slower beat, calmer music will convey the opposite, luxury, classy and comfort.

The right soundtrack is essential to match the tone and goal of the video production. Choosing the right score or track is the mark of a good production team. Choose original scores if the budget is limited and popular music if you have a bit more to spend.

So you have the cast and you have the soundtrack. All you need now is the right script and the right situation. Words have power, and carefully chosen words will influence those who read or hear them. Emotion and humor translate well on video, and are useful in video marketing so use them if you can.

Creating a novel, imaginative video is the first step in making it go “viral.” This is what we’re aiming for, and even if it falls short of that status, it should still net a decent enough audience. Using the information in this post will serve you well if you’re planning to make your own video. It will also serve you well if you decide to get the professionals in, as you’ll have some idea of what they’re talking about.