Often times it's very easy for video experts and producers to get caught up and focused on the creative elements, forgetting that content is still king. Without capturing viewers attention, the rest of the video is frittered away regardless of how outstanding and informative it may be. Switch out references to your product or service for some other generic one (or a competitor), then imagine yourself watching the video and gauge your passion. If you're doing a promotional video for your organization, you must demonstrate and prove what you do, how you're different, and why the viewer should agree with your propositions. You've created a video for a purpose and with a goal in mind (ie, increase sales, branding, fundraising, entertain, etc.), so you must sum up what action you want them to take.