TARGETTING THE RIGHT AUDIENCE
A common mistake that people make when creating a promotional video is to avoid technical jargon. These are phrases and words which are specific to your industry so it is best to assume that the buyer has no pre-existing knowledge of your product and to keep things as simple as you possibly can.
However, there is one exception to this rule and that is when your audience is technically sophisticated. For example, if you have created a product for engineers, the language could include more technical language. You will want to provide them with the information that they need to make an informed decision prior to making a purchase.