How to Make a Good Video For Your Business

Published | Mar 15, 2024

In the heart of the digital age, where every scroll stop, click, and swipe unveils a new story, video content emerges as the king of engagement.

As entrepreneurs and business professionals, we navigate a world where the power of visual storytelling isn’t just an advantage—it’s essential.

Imagine crafting a business video so captivating, it not only tells your story but also transforms viewers into customers and customers into advocates, and advocates into ambassadors.

This isn’t just the power of video; it’s the magic you wield when you combine strategy, story, and a touch of your own brilliance. Welcome to the ultimate guide on how to make a business video that doesn’t just get watched—it gets remembered.

1.) Defining Your Video’s Objective 📋

Every masterpiece begins with a vision, and every impactful business video starts with a clear objective. But how do you crystalize this vision into an objective that not only guides your creative process but also ensures your video achieves its intended impact? It’s about peering beyond the lens, diving deep into the heart of your brand’s story, and emerging with a purpose that resonates.

Identify Your Goal: Is your aim to educate your audience about a new product, inspire them with your brand story, or persuade them to take action?

Your goal sets the stage for every decision you make, from scripting to filming. ⬅️ Read that again.

Solve a Problem: Great videos address the viewer’s needs or problems. What challenges does your target audience face, and how can your video help solve them? Positioning your content as a solution builds immediate relevance and engagement. Remember that the problem yo usolve can be small. 🤏

Evoke Emotion: Emotion drives action. Decide on the emotional journey you want your viewers to embark upon. Whether it’s excitement, trust, curiosity, or joy, tapping into these feelings can transform a simple video into a powerful tool for connection. This is done primarily through great storytelling.

As you proceed, keep your objective as your north star, Your “SUN” guiding every creative decision towards that horizon where your message meets their hearts. Think this all sounds a little cheesy to you? You might want to think again.


2.) Understanding Your Audience 🙋‍♀️


Before the camera starts rolling, before the script takes shape, there’s a crucial step that sets the foundation for a successful business video: understanding your audience. This is where your video’s journey truly begins—not with a lens, but with a mirror, reflecting the needs, desires, and challenges of those you aim to reach.

Dive Deep into Demographics: Start with the basics—age, location, occupation, but don’t stop there. Delve into the psychographics—values, interests, lifestyle. Knowing who your audience is, on both a superficial and a deeper level, tailors your message with laser precision. We help entrepreneurs and professionals learn how to look and sound great on camera, so one of the places we serve those prospects is on LinkedIn. Meet your audience where they are.

Speak Their Language: Communication is not just about what you say; it’s about what’s heard. Use language and tone that resonate with your audience and represents your brand accurately. Whether it’s professional and polished or casual and quirky, the right voice ensures your message isn’t just delivered—it’s received. This pays off significantly if you trust the process.

Address Their Pain Points: Every viewer comes with a problem in search of a solution. Identify what keeps your audience up at night and how your product or service can alleviate their concerns. When your video speaks directly to their needs, engagement naturally follows. You have read this far because you want to know how to make a great business video and hopefully this article is helping you with that pain point by providing practical application and information that leads to a solution.

Engage with Empathy: At its core, video is a medium of empathy, offering a window into your brand’s heart and into your heart for that matter. Show your audience not just what you offer but who you are. Build trust by being authentic, relatable, and genuinely interested in their success. ⬅️ Read that again.

Understanding your audience is akin to setting the GPS for your video’s journey. It ensures every creative decision—from the script to the final edit—navigates the path of relevance, engagement, and impact, making your audience not just viewers, but participants in your story. If you drive without a map, you end up somewhere you don’t want to be.

3.) Craft a Compelling Script 📝



  1. Create a compelling opening that will grab your viewer’s attention. This can be a statistic, a question, or a personal anecdote. In the world of YouTube creators often call this the hook!
    You’ve got 5 seconds to capture your viewers attention and tell them exactly what to expect next AND convince them that they didn’t waste their time clicking on your video.


  1. Here we can let your viewer know who you are, how you are going to help them, and what they can expect to see next. You may explain the video’s topic a little more here as well. This is where a viewer really starts to become invested AND they know they are in the right place and you are the right person to give them the answer or solution they came for.


  1. Now it’s time to dive into the heart of your story. Use specific examples and details to bring your message to life. Often you can use a good old numbered list sometimes referred to as a listicle.
    There are no hard and fast rules here, 3-5 main points can effectively serve as the meat of your script.


  1. It is now time to over deliver and delight your viewer. You have given them what they came for and now it is time for dessert. This could come in the form of a tool or free download, a bonus piece of material that was promised or even a surprise that they weren’t ready for that adds to the over expected value of the video.


  1. As you come to the end of your story, it is “sometimes” appropriate to summarize your video which will leave viewers with a lasting impression of all the valuable information you just shared. Do this quickly and use this space to really grab your viewers attention and bring their thoughts back to the whole of the video and what they have learned today!


  1. Be sure to wrap things up cleanly and leave your viewer with a clear takeaway or call to action. No need to say goodbye nor mince words here. Tell them what to do next and end the video! If you have the next logical video ready for them to watch, use your end screen to link to that video.

4.) Choosing the Right Equipment

In the quest to create a professional-looking business video, the right equipment is absolutely necessary. Yet, navigating the vast sea of cameras, microphones, and lighting can be daunting. The good news? You don’t need a Hollywood budget to achieve a polished look and we help people just like build simple home studios every week.

Here’s how to select equipment that elevates your video content without breaking the bank.

Sound is King: Clear audio is non-negotiable. A dedicated external microphone, like the Samson Q9U USB microphone is great for clear speech and can significantly improve your video’s professionalism. Remember, viewers might forgive a less-than-perfect video quality, but poor sound can turn them away. They will scroll by and not even know why.

Camera Choices: While smartphones and webcams offer convenience, affordable DSLR cameras significantly elevate your video’s quality, making them a worthy investment for your business. Unlike smartphones and webcams, DSLRs provide superior control over depth of field, allowing you to achieve that coveted blurry background effect that makes your subject stand out sharply. They also perform better in low light conditions and offer greater flexibility with lens choices, enabling you to capture crisp, professional-looking footage that sets you apart from the competition.

Lighting is Key: Good lighting can transform your video. You don’t need an elaborate setup; often, simple LED panel lights or softboxes can help you achieve a soft, flattering look. The goal is to ensure your subject and background are well-lit and shadows are minimized and controlled.

Stabilization Solutions: This one is a no brainer. Use a tripod.

Remember, the goal is to have the best equipment you can that fits your budget and long term video content goals. With the right tools and a strategic approach, you can produce business videos that look great, engage your audience, and convey your message effectively. Check out 3-Hour Studio if you want help from professionals in this department.

5.) Shooting with Confidence

The moment has arrived to bring your script to life, and it’s all about capturing your vision with confidence. Whether you’re a first-timer or looking to polish your skills, these tips will ensure your shoot goes smoothly, resulting in footage that looks not just professional, but is also genuinely engaging.

Plan Your Shoots: Preparation is key. Create a script or outline based on your script to organize your ideas visually. This plan will guide your shoot, helping you capture all necessary angles and scenes efficiently, reducing time and stress during the shoot.

Practice Makes Perfect: If you’re appearing on camera, rehearse your lines until you can deliver them naturally. Familiarity with your script reduces the need for too many retakes and helps maintain a natural, engaging presence. Also, if you are editing your video afterwards have grace with yourself and go over each section as many times as you want until it feels like a good take.

Mind Your Framing: Composition matters. A great starting place is called a medium closeup. the frame should go from your navel to just above your head. If the frame is too high you will look like you’re drowning and if the frame is too low it will cut off your head. Remember that drowning and having your head cut off are both bad things, so let’s avoid them at all costs.

Create a Comfortable Setting: Your environment matters. Choose a quiet, well-lit space where you feel at ease. A simple, uncluttered background focuses attention on you, not distractions behind you.

Manage Lighting: Ensure that you’re well-lit, with soft, diffused lighting to avoid harsh shadows. Refer back to choosing the right equipment with “3-Hour Studio”

Capture Clean Audio: Use an external microphone close to your subject to ensure clear audio. Minimize background noise by choosing a quiet location or shooting during quieter times.

Be Authentic: Authenticity resonates with audiences. Encourage natural performances and be yourself in front of the camera. Genuine emotion and enthusiasm are infectious and can turn a good video into a great one. It sounds cliche for me to tell you to just be yourself… but it is truly the fastest way to become great on camera and develop a style that people appreciate.

Stay Flexible: Even with thorough planning, be prepared to adapt. Unexpected challenges can arise, but they can also lead to creative solutions. Keeping an open mind can help you capture unexpected moments that enhance your video’s impact. Not even the biggest hollywood movies in the world go according to plan, so don’t sweat it when your production shifts and changes along the way.

Shooting with confidence is about more than just technical preparation; it’s about creating an environment where creativity thrives, and your message is delivered with clarity and conviction. Remember, each shot is an opportunity to connect with your audience, tell your story, and share your brand’s unique value.

6.) Edit for Impact

Editing is where your talking head video transitions from raw footage to a polished, engaging piece ready to captivate your audience. This stage is about more than just cutting clips; it’s an opportunity to enhance the viewer’s experience, emphasize key messages, and ensure your video is remembered. Here’s how to approach editing for maximum impact.

Choose the Right Editing Tool: Select an editing software that matches your skill level. Many user-friendly options offer intuitive interfaces and helpful tutorials, making it easy for beginners to start editing. Look for software that allows you to easily cut clips, add text overlays, and adjust audio levels. One great free option for mac and pc as well as android and iPhone is “CapCut”

Keep It Tight: One of the secrets to a compelling talking head video is brevity. Review your footage and cut any redundant or off-topic segments. Keeping your content focused ensures your audience remains engaged from start to finish. In the movie industry this is often referred to as “Killing Your Darlings”. It can be hard to let some parts go, but remember that only what your audience thinks really matters in the end.

Add Text and Graphics Sparingly: Use text overlays and graphics to highlight key points or data, but do so sparingly to avoid cluttering your video. Don’t follow trends just because a certain editing style is working for some online guru somewhere. Well-placed visuals can reinforce your message and make it more memorable, but the focus should always remain on you and your message.

Call to Action: Conclude your video with a clear, compelling call to action. Even if it is just a tiny one. Whether you want viewers to visit your website, sign up for a newsletter, or follow you on social media, make sure this message is clear and direct. The end of your video is a crucial moment to send viewers to the appropriate next video in your “Solar System”.

Feedback and Review: Before finalizing your video, seek feedback from trusted colleagues or friends. Use a service like our “Video Sandbox” to receive loving critique and feedback from peers and professionals. Fresh eyes can offer valuable insights on pacing, clarity, and overall impact. Use this feedback to make final adjustments and ensure your video delivers the intended message effectively.

Editing for impact means being thoughtful about every choice, from the clips you include to the music you select. By focusing on clarity, engagement, and your message, you can transform your talking head footage into a powerful tool that informs, inspires, and connects with your audience.

7.) Distribute Wisely

Your video is polished and ready to make waves, but even the most compelling content needs a strategy to find its audience. Distribution is key to ensuring your video doesn’t just exist—it performs. Here’s how to share your videos wisely, ensuring they reach and resonate with your target audience.

Identify the Right Platforms: Where does your audience spend their time online? LinkedIn, YouTube, Twitter, and your own website are prime spots for business-related content. Each platform has its own nuances and best practices for video, so tailor your approach accordingly. For instance, LinkedIn favors professional, insightful content, while Twitter is great for shorter, more engaging clips that drive viewers to your full video or website. Our clients are sharing professionally on LinkedIn and learning on YouTube.

Optimize for Each Platform: Customizing your video for each platform can significantly enhance its performance. If you want to leverage the power of a platform you have to play by it’s rules. This means adjusting the video’s format, length, and even the call to action based on platform-specific best practices. For example, vertical videos work best on Instagram Stories, while landscape videos are ideal for YouTube and LinkedIn.

Leverage SEO: On platforms like YouTube, your video’s title, description, and tags can greatly affect its visibility. Hav eyou ever did a google search and seen YouTube videos in the result? Kinda powerful right? Use relevant keywords and a compelling description to improve your video’s searchability. Embedding the video on your website can also improve SEO, drawing more traffic to your site. A great hack is to shoot a powerful video, transcibe it, and make a blogpost out of it that includes your video in the post!

Engage With Your Community: Distribution doesn’t end with posting your video. Engage with your viewers by responding to comments and encouraging discussion. This not only boosts your video’s engagement rates but also helps build a loyal community around your brand. I constantly dare viewers of my content to try and find any comment anywhere on my work that I haven’t responded to. Engagement is the beginning of relationship.

Promote Through Email: Your email list is a goldmine for distributing your video to an audience already interested in your brand. Include your video in a newsletter or a dedicated email blast with a compelling call to action, encouraging recipients to watch and share the video. We us to create awesome looking videos and include an animated GIF inside our emails that leads straight to the video. It is a POWERFUL tool!

Analyze and Adapt: Use analytics tools provided by social platforms and your website to track your video’s performance. Look at views, engagement rates, and conversion metrics to understand what works and what doesn’t. Use these insights to refine your distribution strategy over time. YouTube and LinkedIn offer amazing analytics and information that you can use to make better videos in the future and constantly get better results.

Effective distribution is about more than just sharing your video far and wide; it’s about strategic sharing that ensures your video is seen, appreciated, and acted upon by your target audience. With the right approach, your talking head video can be a powerful tool to amplify your message, engage your audience, and grow your brand.

8.) Conclusion: Empowering Your Video Content Journey

Navigating the world of business video creation can seem like charting unknown waters, but with the right guidance, tools, and strategies, it becomes an exhilarating voyage towards connecting with your audience on a deeper level. From honing your video’s objective and understanding your audience, to the art of scripting, choosing the right equipment, and mastering the shoot with confidence, each step is a building block towards creating content that resonates, inspires, and engages.

Editing for impact and distributing wisely are the final, critical stages where your hard work comes to fruition, turning your vision into a powerful tool for business growth. It’s here that your message finds its wings, reaching out to touch the hearts and minds of your viewers, inviting them into a conversation, a relationship, and a community that grows with every view, like, and share.

At Video For Entrepreneurs we stand ready to support you in this journey. Our suite of products, from “3-Hour Studio” to our “Solar System Methodology” Framework and “Hot Sauce Editing,” are designed to empower entrepreneurs and professionals like you to create videos that don’t just tell a story but start a dialogue. From equipment to tech, camerae presence and strategy, to editing and distribution. We help you create a dialogue that builds brands, nurtures relationships, and drives success.

Remember, video content is not just about being seen—it’s about making a connection that transcends the digital space, creating moments of understanding, empathy, and action. As you embark on your next video project, take these insights, tips, and strategies with you. Let them be your compass as you navigate the vast, vibrant world of video content creation.

Together, let’s create not just videos, but visions that inspire. Because in a world where everyone has something to say, the most memorable messages are those that truly connect.

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