We’ve discussed the importance of proving more than claiming.  When viewers see and hear, they believe.

 

Not only does this approach sell your point of difference, but it also gets the proof of branding spot on the air fast.  That’s because the news team knows the elements to use because they just made them happen.

 

Also, when selling an important competitive advantage — like technology — we recommend make it obvious, as WHOI/Peoria ND Jolie Alois and her team did in the attached spot.