I’ve lost count of how many times I’ve heard some version of the same sentence: “We know we should be doing more video, we just don’t know where to start.” It usually comes with a mix of enthusiasm and hesitation. People can see the potential. They’ve watched others do it well. But when it comes to their own business, it feels messy, unclear, and a little overwhelming.
Watch the whole recording here.
I get it, because I’ve been on both sides of that conversation. Before I ever picked up a camera for clients, I was just someone trying to make sense of how businesses communicate. And what I’ve come to realise is this. Video is not the hard part. Strategy is.
Most people assume the challenge is technical. What camera to use, how to light a scene, whether they should hire a professional or just film on their phone. Those questions matter, but they sit much further down the list than most people think. The real question is much simpler, and much harder at the same time. What does your audience actually need from you?
That’s where everything starts to shift. Because when you stop thinking about video as content you need to produce and start thinking about it as communication your audience needs to receive, the whole approach changes. You’re no longer trying to keep up with trends or fill a content calendar. You’re trying to solve a problem for someone on the other side of the screen.
I remember working with a business that had been investing in video for a while, but nothing was really landing. They were putting out polished, well-produced pieces, but the engagement just wasn’t there. When we stepped back and looked at it together, the issue became obvious. They were talking about themselves. Their services, their features, their story. All important, but none of it answered the questions their audience actually had.
So we changed the approach. Instead of asking “What do we want to say?”, we started asking “What does our client need to understand before they’re ready to work with us?” That led to a completely different set of videos. Simpler, more direct, often less polished, but far more useful. And that’s when things started to move.
That’s the first big idea I always come back to. Video only works when it’s useful. Not impressive. Not perfect. Useful.
The second thing that often gets missed is how people actually watch videos. We tend to imagine a captive audience sitting down, ready to absorb everything we’ve created. In reality, most people are distracted, scrolling, half paying attention. They’re making split-second decisions about whether to keep watching or move on.
That means the way we structure video matters just as much as the message itself. You don’t have long to earn attention, and you have even less time to keep it. Clarity beats cleverness every time. If someone can’t quickly understand what they’re about to get, they won’t stick around to find out.
I’ve seen this play out over and over again. Businesses that try to build suspense or lead with something abstract often lose people early. The ones that do well tend to get to the point quickly. They make it obvious why the video is worth watching, and they respect the viewer’s time.
That doesn’t mean everything has to be short or simplistic. It just means it needs to be intentional. Every second should have a job to do.
The third piece is consistency, but probably not in the way most people think about it. It’s not about posting every day or chasing volume. It’s about being consistent in your message and your approach. When your audience sees your videos, they should know what to expect from you. Not because you’ve boxed yourself in, but because you’ve been clear about what you stand for and how you help.
One of the biggest traps I see is people trying to do everything at once. Educational content, behind the scenes, personal stories, promotional videos. All of it can work, but without a clear strategy, it ends up feeling scattered. And when it feels scattered, it’s hard for your audience to connect the dots.
What tends to work better is starting with a simple plan. What are the key things your audience needs to know? What questions do they consistently ask? What concerns are they trying to resolve before they make a decision? If you can answer those clearly and consistently, you’re already ahead of most.
I worked with another business that had been holding back on video because they felt like they needed everything to be perfect before they started. The right equipment, the right setup, the right plan. It meant they stayed stuck for a long time. When they finally decided to just begin, using what they had, the shift was immediate. Not because the videos were flawless, but because they were real, relevant, and consistent.
That’s the fourth idea. Progress beats perfection. Every time.
Whether you’re filming on your phone or working with a full production team, the fundamentals don’t change. Your audience still needs clarity. They still need relevance. They still need to feel like you understand them.
What changes is the level of polish and the resources involved, not the core purpose.
And that’s something I care about a lot, because I’ve seen people overcomplicate this space to the point where it becomes a barrier instead of a tool. Video should make it easier for you to communicate, not harder. It should give you confidence, not add another layer of pressure.
When we step back and look at it simply, a good video strategy answers a few key questions: Who are we speaking to? What do they need to know? How can we make that clear and engaging? And how do we do it in a way that’s sustainable for us?
If you can answer those, the rest becomes much easier to figure out.
That’s really what I’ll be walking through in the session. Not just the theory, but how to actually turn this into something practical. How to go from “we should be doing video” to “this is exactly what we’re going to create, and this is why it matters.”
Because the goal isn’t to leave with more ideas. It’s to leave with a plan you can actually use.
If any of this feels familiar, or if you’ve been circling around video without quite getting started, you’re not alone. And you’re probably closer than you think.
If this struck a chord, I’d love to continue the conversation. Come along to the Masterclass, or just reach out and let’s grab a coffee.