Small business promo video: what to say in 60 seconds

The anatomy of 60 seconds

A good promo video is a flow, not a list. Open with a line from the viewer's own world in the first 5 seconds (the hook). Spend 10 to 15 seconds on the problem or the desire. Use 20 to 25 seconds to show your brand's solution and how it works. Give 10 seconds to proof, such as years in business, a figure, references or certifications. Close with a call to action and contact details in the last 5 to 8 seconds. Sunum.App writes the narration as one continuous piece following this flow, then divides it into scenes. The sentences therefore connect to each other, and the result reads as a single story rather than a collage.

Set up your brand details

The video draws on your My Brand information. If the "about us" and "services" pages on your website are up to date, most of the work is already done. Check these details: year founded, team size, capacity, certifications, number of references and service area. If something is missing from your site, add it by hand on the My Brand page. The video uses only the figures that appear there.

What to write in the brief

Say who the video is for, where it will be published and what you expect it to achieve. The format matters too: vertical for Instagram and TikTok, landscape for YouTube and your website, square or landscape for LinkedIn.

Upload your photos

If you upload photos of your premises, facility, products and team, the scenes that match the narration use your own photographs instead of generated images. Viewers see your actual shop, workshop or product. For the best results, use clear, well-lit photos with no text on them. Upload up to six, each showing a different location or product.

Voice-over and subtitles

The narration is read by a professional voice-over, and the subtitles are timed sentence by sentence. Numbers, percentages and phone numbers are voiced according to the reading rules of the narration language. For example, "(555) 012-3456" is read as "five five five, zero one two, three four five six." The web address appears on screen in its normal written form, and the dots are spoken aloud in the voice-over.

Checklist

• •Does the first line come from the viewer's world or from yours? (It should be the viewer's.)
• •Can every figure be traced to your website or to a published source?
• •Is the call to action single and clear? ("Call," "Book an appointment," "Request a sample": choose one.)
• •Does the format suit the channel where the video will be published?
• •Do the logo and contact details appear in the closing scene?

Regeneration and additional formats

You can edit the narration text before production starts. Once the video is finished, you can add a square or 4:5 version of the same video for an additional fee. If you would like the script rewritten, you can request a regeneration, which is charged as a new production.