For that new video, or that new brochure, or anything you create that you're hoping will change minds (and spread):
What's it for?
When it works, will we be able to tell? What's it supposed to do?
Who is it for?
What specific group or tribe or worldview is this designed to resonate with?
What does this remind you of?
Who has used this vernacular before? Is it as well done as the previous one was?
What's the call to action?
Is there a moment when you are clearly asking people to do something?
Show this to ten strangers. Don't say anything. What do they ask you?
Now, ask them what the material is asking them to do.
What is the urgency?
Your job is not to answer every question, your job is not to close the sale. The purpose of this work is to amplify interest, generate interaction and spread your idea to the people who need to hear it, at the same time that you build trust.
You will rarely achieve this with one fell swoop, so be prepared to drip your way through countless swoops until you've earned the privilege of engaging with the audience you seek.