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Once you have determined what you want the outcome of your
video to be and how you will measure its success, the second
purpose you will need to define is the audience that you want to
reach.
For example, if you are trying to close a sale you do not want to
make a video that will appeal to junior executives who do not
have any purchasing power, or you do not want to create an
educational video if the majority of the decision makers already
know the topic.

The best way to zero in on who your audience is would be to
imagine that you are talking to your perfect customer at an
event. What would you say to them? What manner would you
use? This is a rough outline of how your video should be
portrayed.

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