It's amazing how many people prefer video over text these days, and that's something to take advantage of. I've done behind the scenes videos for a theater company and a trailer for a book, and I recently came across another great use of video: a mini documentary.
David Meerman Scott used a documentary to promote his book, "Marketing Lessons From the Grateful Dead," and wrote a post about branding a business through video on his blog.
The great thing about his suggestion is that it allows a business to reach out to customers who enjoy video and to tell them a memorable story. People love to learn new things, and a documentary gives them things to learn. Even the person who's not a big fan of video may be more intrigued by a documentary that feels more familiar; It's like watching something on television.
People also love a good story that makes them feel good or makes them feel attached to the people in the story. A good story gives the customer something to relate to. Combine the story with content the customer can learn from, and the customer will be thrilled and intrigued, far more intrigued by the documentary than by an advertisement.