When we hire an auto mechanic, we aren't doing it to have a good time. We're doing it to have a problem removed from our lives. An informative video that focuses on building trust and demonstrating expertise can be more effective than one that tries to sell the fun factor. Any opportunity to omit background music should be taken advantage of as music makes us think we are watching a commercial, and to "change the channel".

When we shop at a retail store like Walgreens, it's usually more out of necessity than for recreation. Videos for similar convenience stores should focus more on informative facts than customer's emotions. There is still some value in conveying that shopping experience will be enjoyable however, by showing things like unique products, atmosphere-setting decor, and cheerful staff.

Going to a beauty salon can be both out of need and want. For example, a customer might be visiting a salon for a hair cut, but part of what they are paying for is a friendly, relaxing atmosphere. To a degree, your video should convey ambiance, perhaps with background music that fits the theme of the salon and shots of stylists smiling and chatting with clients.

Most restaurants value a fun experience and enjoyable environment over just providing a meal. Strong ambiance building shots are required for higher-priced restaurants. The amount of ambiance you build in the video should fit the restaurant. For example, a slow-motion, closeup of wine pouring is an effective ambiance-building shot for a nice dinner restaurant, but a slow-motion, closeup of soda pouring into a paper cup will not score points with a lunchtime deli customer.

Videos for entertainers for hire, such as musicians and performers, are trying to sell fun or other emotions. Your video should be all about building ambiance, excitement and fun. Typically these videos will require the most skill in shooting and editing.