Often, not selling something is the best sell of all.
My friend Sarah has developed a new service product, and she's rightly very proud of it.
It's an app used by volunteers to locate homeless people in real time and connect them with shelter services then and there on the side of the street.
It's had a great reaction, and now it's time to make a powerful marketing video.
The temptation is to make a traditional emotive video, using uplifting imagery and music to get the message across.
But we've all seen that video before. We can close our eyes and imagine it.
What if Sarah was to make a video that sells something other than her service?
It sounds crazy and pointless and potentially disastrous, but take a look at this marketing video and think again.
It's designed to save lives, and it works really well as a safety message.
And what is it selling?
The services of an undertaker.
It's lateral marketing at its very best, as well as being a very memorable lesson in staying alive. Sometimes you can sell yourself by not selling yourself.
Niamh Guckian is the Director of Go Motion Academy
Providing Training in Video for Social Media & Digital Marketing