Dear Brands, Stop Wasting Money Making "Pretty Videos"

(A Videographer Reveals The Ugly Truth)

I know you know the power of video.

And you can certainly see the impact it's having for others.

So, if you find video is not working for YOU... It’s probably because you’ve been focusing on the wrong things.

Things like video quality, expensive cameras and fast-talking directors that promise you “cinematic shots” etc…

Well, take it from a professional videographer who's watched people go down that road over and over again… Those things-- just don’t matter anymore.

Pretty videos may get you a few "likes"...

But let's be honest now.

Are your cinematic / cool / "edgy" videos helping you connect with your audience?

Are they resonating your values?

Are they turning your viewers into diehard fans of what you do?

Or… are they just glorified b-roll. With no ROI?

You need to have a message.

If you want to cut through the noise… You need a message.

If you want your video to be seen… You need a message.

No, not a "story". "Story" is just an overused catchphrase directors love to throw around.

No, you need a video with a message that reflects your values.

Make a bold statement. Take a stand. Share your convictions.

Stop blending in.

If two products, or brands, or artists are competing for the same audience… It’s the one that has a message that will win every time.

So while others are still stuck in the dark ages, trying to look cool, or focusing on dumb stuff that gets the wrong attention… Use this new cultural shift as your unfair advantage.

Align yourself with video creators that “get it”.

Creators that want to translate your brand’s special magic into an engaging message.

Creators that can reverse engineer the psychology, needs, and desires of your audience to tailor a message that hits them in the gut.

Creators that treat the video production process like the beautiful art form it is AND the powerful communication tool it can be.

Creators that understand the two-step process:

Step 1. Make the video.

Drill-down to the essence of your business. Find the "why".

Focus on extracting the passion that’s in your heart and the convictions that are in your head.

Turn that raw material into a powerful message that you’d be proud to convey.

A message that is magnetic to your target audience. And repellent to your haters.

The result?

A “message video” that makes you stand apart from the crowd.

Step 2. Share it.

Create a targeted strategy to promote your new video on your chosen channels (where your fans hang out).

You can be confident knowing that you're putting something out into the universe that conveys your values, and is spreading the word for you… even while you sleep.

So, where can you use your “message video”?

• in paid advertising on Facebook or Instagram…

• give it to your sales team or better yet... automate the sales process and pre-qualify potential prospects 

• on your website or in your "sales funnel"…

• as sneaky emails footers to clue people into your worldview…

• all over social media…

Who does a “message video” work for?

Everybody, duh! Artists, fashion designers, nightclubs… Dude, even plumbers… As long as you have a cool little business that’s doing something different from the rest, you can kill it.

This is the fastest, most direct way to get the word out about your unique business AND connect with your people!

A 2-3 min “message video” will explain the essence of your business better than you can ever do yourself. Why? Because with video no part of the message gets forgotten and everything gets shown.

Good thing... Because 90% of people feel videos help them make purchasing decisions.

And yes, you can still make it “pretty” if you really want to. You can still tell a "story". Just don’t do it at the expense of the message you're trying to spread. It's time to get results!

So please...

Stop spending a small fortune on video production budgets.

Instead, invest in communicating a great message and making an actual difference in the world.