BUSINESS EDU continued
look him up. Creating Content
pauses; you can edit them out later if needed. Pro tip for using your cell phone as a teleprompter so you can easily read bullet points while still looking into the camera: try the apps Teleprompter for Video (Google Play) and BigVu (iOS). When it comes to your messaging, keep it short and sim- ple. Try delivering no more than three key points. For in- stance: What is it? How does it work? How will it make my life better? A friend uses a three-step “Short. Simple. Sweet.” formula for her videos and e-newsletters: Short = she briefly describes the item or service featured in the video; Simple = she gives a quick look at how it works; Sweet = she lets you know how happy you’ll feel using the product or service she offers. No matter how you do it, remember to add a strong call to action at the end of the video. This is your video’s “buy now” button. Invite the viewer to call you,
Now it’s time to come up with video topics. Let’s say your goal is three-fold: to promote the business, attract customers, and increase sales. When you sit down to brainstorm with your staffers, run all your ideas through this filter. Here are five top categories of video topics to help you get started: 1. The welcome video. Record a series of short “hello” videos for upload to your website’s landing page. 2. The FAQs. Make a list of all the common questions you get asked about your company’s products and services and then record videos that address each question. 3. Videos that provide a brief but detailed answer to the question, “Have you ever wondered how…”. The pros call these explainer videos. 4. Bio videos. Have each staff member record an intro- duction video that tells a little about them and what job they perform. Include fun tidbits like their favorite sea creature or why they think burritos are the best food ever invented. 5. Customer testimonials. Invite loyal customers to guest star on a short video about your business that describes why they do business with you and what they like about your product or service. This type of video can be es- pecially useful for promoting classes and trips. (Before it goes live, be sure to have your customer approve the video and sign a consent form allowing you to post it.) Once you’ve got a list of topics, it’s time to outline your content. Each video should include these three key elements: a hook, a message, and a strong call to action. A marketing hook is a compelling element within your marketing mes- sage, usually the title or main text, that captures attention. It must generate interest, and make potential customers pause and engage with your brand. The most effective posts com- municate their core message or hook at first glance. (For more on marketing hooks, see my column in the April 2025 issue of titled, “To Stop the Scroll, Use a Strong Hook: How to Create Marketing Messages that “Click.”) Both Sheridan and Abdaal suggest you not write out a script like a move screenplay. Instead, use bullet points. Reading from a script might trip you up, but glancing at speaking prompts listed as bullet points will probably enable you to speak more conversationally – which will make you more relatable to your potential customer. While you’re at it, don’t freak out over the “ums and ahs” or awkward
schedule a class, book a trip, visit your website, whatever. Just make sure you ask them to do business with you. I’d like to know how you are doing with using video as a sales tool. Email me at hello@clearstorycoach.
email Cathryn
If your marketing message isn’t CLEAR, all you’re making
is NOISE. I can help. Hi, I’m Cathryn. I specialize in branding and marketing strategies for the scuba industry. Visit my website for a FREE Brand Messaging Guide. Email me at hello@clearstorycoach.com to schedule a call.
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