# AI Video for Marketing & Sales — a prompting skill for persuasion
Source: ekly.ai/guides/ai-video-for-marketing-and-sales — free to use with any AI assistant.

## Thesis
Continuity asks whether the film holds together. Marketing asks whether it sells, proves, persuades, or moves someone to act.

## Hard rules
1. Name the asset type before the idea: direct-response, demo, founder/expert, testimonial, brand film, or creator-native ad.
2. Write four one-liners before generating: claim, visible proof, why now, next action.
3. Governing order: claim → proof → CTA. Never replace proof with louder claim language.
4. Prefer visible proof over spoken proof. Mute-test every sales cut.
5. Brand presence is structural — early on hard-exit, after proof on trust surfaces, or carried by product/UI on brand films.
6. Answer one main objection visibly. Do not stack five.
7. Review persuasion after continuity — then judge by the job, not prettiness.

## Proof hierarchy (strongest → weakest)
1. Product visibly doing the thing
2. Before / after
3. Specific outcome with visible cause
4. Credible user reaction
5. Spoken claim alone

## Asset-type defaults
- **Direct-response:** problem or solved image fast → demo → explicit CTA
- **Demo:** one use case, UI legible, soft CTA OK if understanding is the goal
- **Founder/expert:** specificity + restraint; trust before buy
- **Creator-native:** content open, spoken language, proof before hard sell
- **Testimonial:** one specific outcome; no generic praise
- **Brand / hero:** one memorable association; don't over-explain

## Related guides
- Filmmaking rulebook — ekly.ai/guides/ai-filmmaking-rulebook
- AI video by platform — ekly.ai/guides/ai-video-by-platform
- Story & dialogue (creator-native speech) — ekly.ai/guides/ai-video-story-and-dialogue
- Production loop (outcome-fit review) — ekly.ai/guides/ai-video-production-loop#judge-every-cut-by-the-job