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Depending on the format of your project, you can have anywhere from 15 seconds to an hour to get your message across through video. Let’s assume for this post that we’re talking about your typical commercial. You only have 15, 30 or 60 seconds to make an impact, change perception, convince and influence your audience. Basically, how can you effectively change someone’s life or convince them to change their life in 60 seconds?

Poignant videos are possible

It’s a daunting task, but it can be done. You have to look at your message and figure out what makes it different from everyone else’s message, what makes it worth someone’s time and how to share it as succinctly and poignantly as possible. It can seem like you’re throwing away valuable and necessary parts of your message as you disassemble it and rebuild it with less and less parts. This isn’t the case. Less is more.

What’s the definition of poignant? Deeply affecting, touching, designed to make an impression, pleasurably stimulating and to the point. This word is the perfect definition for what your message should be. Find the most touching and stimulating part of your message and share it. Leave the fluff behind you.

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