Creating videos mystifies me, Paige. Being on video mortifies me.

Some people are naturals. And some help others look like naturals. That’s Mindy Cook. She’s a fellow StoryBrand Certified Guide who’s taken the message framework we both know and love and translated it to visuals and moving pickchas.

The tips she offers below are just starter thoughts to help you get off on the right foot making videos. She’s got more great tips on her blog and is much better than I am at keeping her Instagram updated.

Video gets the job done.

Did you know that 92% of video marketers reported a positive ROI in 2023?

Nothing draws your audience in like a well-crafted video. And the good news is, you don’t have to be a Coppola to create videos that work.

I’ve distilled 15+ years of video production experience into a process that simplifies discovering what your audience needs — and maps out a plan to make them, often without a massive investment in expensive equipment or professional editing.

Read on for the four critical questions to ask yourself before you hit record.

1. Who do you want to watch your video? 

“Everyone” is not the right answer here. Neither is “Instagram.” 

For your video to be effective, you need to tailor it to the interests of a specific group of people. If you don’t know who this is, ask Paige! [editor’s note: I did not ask her to include this! …I’m also not taking it out.]

In this video I made to help Girl Scouts of Middle Tennessee recruit new Scouts, we wanted to attract potential Scouts and their moms! So, who did we heavily feature in the video? Current Scouts and their moms. 

We were able to show them firsthand who they could become if they joined Girl Scouts.

2. How do you want your audience to feel when they watch your video? 

Everything in the video plays a part in creating an emotional experience for your audience. 

✍️ The script conveys your tone
🎨 The visuals paint a picture
❌ The edit determines the pace
🎶 The music drives it home

Before you start working, decide how you want it to make people feel and anchor your creative decisions on that feeling.

3. What do you want your audience to do after they watch your video? 

Knowing your call to action will help shape both the format and content of your video to drive the results you need. 

Whether you include a blatant CTA in the video itself, or guide them to the next step in their customer journey via context, make sure you give your audience a clear next step by the time they’ve finished watching your video.

4. What does your audience expect of this video? 

What are you selling? Will your audience be looking for a sweeping, epic cinematic effect? will stock footage make you look corny? Green screen or real background? Man on the street or sit-down interviews?

Will a selfie-style video shot on your phone do the trick? 

If a DIY video fits your needs, check out the free DIY Video Toolkit on my website to help you level up on your own. 

If you need something more complex, consider hiring a video pro who turn your ideas into amazing videos.

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Seriously, get your hands on Mindy’s DIY Video Toolkit.
I was shook listening to her voice recordings that illustrate the differences in mic quality.