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 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 10 strangers. Don't say anything. What do they ask you?
Now, ask them what the material is asking them to do.