Is Your Content Eye catching, and does it Pull your viewer in?
With all the technical considerations there are to making an effective video to promoting your products or services, GOOD content effectively presented is actually the most important. The technical methods of recording the material are not enough to make up for your possible downfall in how you have presented what you have to offer. Just like great special effects to not make for a good movie if the story, acting or dialog are bad. The same is true, actually more true for the content you are presenting.
Keep in mind that in the total material that you shoot, about 10% of it should end up in your final cut.
E-Show and Sell has tutorials available to guide you through this possibly daunting task.