That is exactly it. They seem like they know what they're talking about. Not because of some clever trick about the way they presented themselves, but because

That is exactly it. They seem like they know what they're talking about. Not because of some clever trick about the way they presented themselves, but because they actually do know what they're talking about. Which means the way to make a successful video is not to focus on the video. It's to do what Scott suggested: work on the company. Then you'll be able to just sit down and do the video in a single, unscripted shot. And that is so much more convincing than someone sitting reading from a script.