Over years, I have been given many failed corporate communications videos to watch and have found that they all suffer from one or more of following problems.

1. A poorly written script

This would have to be one of most common problems. The script provides backbone to any video project and it must be perfect. It needs to be to point, clear and interesting.

Often scripts get written in-house resulting in wordy and highly detailed pieces of prose that do not translate well onto screen. Quite frankly, they are boring. Unfortunately, pretty shots and expert editing cannot hide a tedious narrative.

Worse still, is when script goes back and forth and content is played out in an illogical sequence. This results in no viewer being able to quickly understand your core marketing messages, if they can understand it at all.

Ideally, a script conveys most important pieces of information that your target market wants to know and is written with an objective in mind.

2. The video is too long

In this day and age of high speed broadband and other time-saving devices, very few of us have attention spans that can handle information for more than a few minutes.

Any video over 10 minutes is destined to lose viewers after first few minutes.

Yet, surprisingly there are many marketing videos today that are well over 12 minutes in length.

The best marketing videos are short and succinct. Yet, it is far easier to cram everything into a video than to make a short and concise one. In words of Blaise Pascal, "The present letter is a very long one, simply because I had no leisure to make it shorter".

3. "The "look mum I'm on TV" scenario

While some of us may cringe at thought of a camera placed in front of us, there are many people who relish opportunity to show their face on television.

This can result in corporate heads droning on incessantly about how wonderful their company is (and what a great job they are doing). Sadly, this does nothing else but soothe corporate egos and turn viewers away.

Few people realise that talking to a camera in an appealingly manner is a skill in itself. Having a CEO spieling boring corporate fluff while looking dumbstruck and awkward in front of camera does not a good video make.

We look at top nine tell-tale signs that indicate whether your company is in need of an innovative and effective way to promote itself.

1. No strong corporate "look and feel"

You're in a highly competitive industry. Yet, what makes you really stand apart from your competitors is your people and look and feel of your company.

So how do you show your state-of-the-art factory in action, or your professional staff working in your appealing office?

And what about your idyllic location? What's best way to show picturesque vision of rolling hills, clean and green countryside or waterside views?

The solution is to create a marketing video that paints an appealing picture of those indefinable qualities that make your company unique.

2. Distinctive Presentations

You need to do a sales presentation and your company is up against some tough competitors.

How do you present your company in a way that is different to your opponents?

A proven method is to play your corporate video within your PowerPoint presentation.

Playing your marketing video at start of a sales presentation is a great way to relax your audience. Interesting vision and upbeat music can make your audience feel more positive, even before you've spoken a word.

It's an ideal way to show look and feel of your company in a convincing and enjoyable manner.

3. Trade Shows/Exhibitions

Your organisation is always exhibiting at trade shows and needs a way to stand out from crowd.

Setting up a television screen and a DVD/VHS player in your stand with your continually repeating corporate video is an easy way to get people to stop and stare. Moving vision and music easily stops people in their tracks.

Parents quickly learn that it is easy to distract a child by leaving them in front of a television. Adults are usually no different. It is easy to grab attention of participants who may feel uncomfortable (or bored) walking around a trade show.

Continually playing your corporate video is an easy way for passers-by to learn about you without having to go to effort of reading through brochures.

4. Increasing Export Sales

Travelling overseas to market your products or services to international buyers is risky business. Not just for your company, but also for your prospects.

Can they really trust you when you tell them how large and reputable you business is and that you have right quality procedures in place? How can they get a real feel for your company that is located thousands of miles away?

Presenting your location, factory or office, production process and your dedicated staff at work is highly regarded by international buyers. It provides an extra a look and feel about your company that is often lacking from brochures and photos.