Video for business results.

Posted by Mike Coombs on February 17,2017

Have you ever “made a marketing or sales video” that did not really work? It happens.

Video Marketing Concept. Closeup Landing Page on Laptop Screen  on background of Comfortable Working Place in Modern Office. Blurred, Toned Image. 3d render..jpegSure, at first it seemed great. Everyone congratulated each other. Whoooo! A video!

But over time sales just didn't use it... or nobody (but you) watched it online. It just didn't DO anything.

It happens too often, at all budget levels. Everyone agrees that video can be informative and persuasive. The public is “expert at watching” and is predisposed to click and watch video. You have sight, sound, motion, and emotion to work with.

So when you make a video that, for whatever reason, does not work... then its bad. You wasted time, money, and opportunity.

Because I am a long time marketing pro AND video-maker, this is one of my long time pet peeves:

"Making a video..." is not the same as accomplishing business results with video.

That’s my, admittedly slightly cynical mindset about video for sales and marketing. If it doesn't make dollars, it doesn't make sense."Dog_Dollars_Sensejpg.jpg

So sure... marketing video is about cameras and crews and creatives... I too love that stuff.

But success with marketing video is about really understanding business and customer motivation. It's specifically about how the video will be used and what the intended outcome is. Too often video creatives have more interest in "creative", or in cameras and crews, than they do in practical business results for your business. 

Why should you hire a video producer who also spent most of his career running an agency, doing business marketing writing, and branding, and who has a Masters Degree in Internet Marketing?

For business results through an informed perspective on “what works”.

Business video message sophistication

+ sophisticated video technology

+ small crew + small budget innovation.

I’ll do that for you and with you.

If you are still reading, here’s the truth: You can hire anyone from Spielberg, to the kid down the street, to “do video”.

The technology barrier to entry is very low.

Costs have been driven down to the level that (for most SMB applications) the people "producing the video" usually matter more than the gear. (Although you can get that really wrong too!)

So what works for real business purpose?

What sends a quality business message, at a reasonable price?

What satisfies your internal business politics!?

What sells!

123.pngI’m working on an e book about that. To wildly over simplify, you must:

1 Have an Explicit Business Purpose

2 Use an Appropriate Video Format.

3 Consider your Budget, Time, and Ability

 I’ll do that for you and with you.

As obvious as those three points are, the reality is that most folks don’t want to focus on them when they need to make a video. It’s waaaaaay more fun and interesting to talk about creative and “lights, action and cameras”.

Aren’t we clever? In short, no.

You have seen nice looking commercials and videos, that don’t work, right? Maybe you even smile but have no idea what is being sold? Or worse yet you actually feel less likely to want to purchase than before you saw the video?

So often “the creative” actually does NOT tell the business story in a way the intended audience can effectively internalize it and act on it.

Or, maybe the video is just too long and the message is buried. Or the humor is amateurish, or does not serve the selling message.

So message, format, budget, time and ability are issues that all need to be considered and planned for, together.

Some creative executions simply cannot be done without substantial budgets, really experienced and careful directing and at least, “good” on camera talent. 

“Doing video” is about smart writing and detailed “nuts and bolts” intelligent planning, ...of message, ...of images, and sounds, AS THEY RELATE TO THE VIEWER. 

Of course, that’s what good business people and good sales people, do normally. Why would video be any different?

Having a coherent plan for business success, following it, AND... then staying (a little) open to creative, and “humanity” and serendipity in the process, ensures you achieve your Explicit Business Purpose for your video.

Have an Explicit Business Purpose!

And finally, let me address for myself and for you, the basics of "message".

Understanding your target audience, their possible objections, and what they already believe (and fear) is paramount. Usually marketing constructs like “Value Propositions” and “Brand Promises” come into play, and they matter.

What is a Value Proposition?Value Proposition on Black-Golden Watch Face with Closeup View of Watch Mechanism..jpeg


  1. (in marketing) an innovation, service, or feature intended to make a company or product attractive to customers.

My Value Proposition: I’m “that video technology geek” who knows how to do cool stuff with the new, great (surprisingly affordable) technology. I’ll shoot 4k resolution with 12 stops of dynamic range.

I’ll do that AND bring you 30 years of sophisticated business marketing messaging experience.

I’m cost effective and get business results.

 What is a Brand Promise?Personal Branding on Black-Golden Watch Face with Closeup View of Watch Mechanism..jpeg

brand promise is the statement that you make to customers that identifies what they should expect for all interactions with your people, products, services and company. It is often associated with the company name and/or logo. 

Brand Promise: I want you to succeed in your environment. I'll provide you smart, good work. Good price. VERY WELL TARGETED. Occasionally fun. Possibly award winning. We will achieve your Explicit Business Purpose.

That’s why you should hire a video guy that has won awards for videos, run a business, does business marketing writing, and branding, is HubSpot Partner certified and has a Masters Degree in Internet Marketing.

Also and most important, because...Mikecam2.jpg

I have a passion for

video work.



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Topics: Video