Video Saves The FAQ

Your company is in a smackdown with a partner now turned competitor. Do your employees know how to handle the issue when asked? Are they telling customers one thing and saying another to bloggers or partners, analysts and on their own blogs?

Nothing can derail a company faster than inconsistency. The irony is you probably have the FAQ's that address how to delicately position all sorts of topics. The only problem is that most people haven't seen them or they are buried in their inbox.

Video is the solution. Put the FAQ on video. Have someone conversationally deliver the salient points that need to be addressed in those tricky scenarios. There are four compelling reasons to do so:

1. Humanizing Effect. How much easier to listen to someone deliver a conversational response than to read a three-paragraph answer that no one can be expected to remember.
2. Stand Out Factor:  The FAQ takes on a personality and moves beyond simply being a Word doc. 
3. Consistency Enforcer: If it's easier to use....and find.... it's easier to get people to properly address the issues
4. Credibility Check: Now there's no excuse not to hear how corporate-speak the answers sound.

Obviously what you don't want to do is to have the FAQ become a 15-minute production. Keep it short and sweet and it will become a FWV (Frequently Watched Video) and, more importantly, a critical tool in helping you maintain a consistent story.

There's never been a better time to tell a consistent business story.