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Whether you use video as a recruitment tool, to sell a product, as a demonstration video for a new product or simply to add a human face to your promotional material, video messaging can be very powerful. Telling an effective business video story is as much a science as an art, and it is important that yours have these four core elements: Purpose This should be the very first element to consider, long before you release the video to its intended audience. In advertising, the chances are you already know the purpose in terms of “advertising”, “recruitment” or “product promotion”. However, there are deeper issues to consider beyond these – concepts such as whether you want to encourage (to purchase a…