Stop Wasting Money on Videos: How to Plan for Success Instead of Hoping for It
As a business owner, you’ve probably found yourself at a crossroads when it comes to video content. You know you need it, but you’re not exactly sure what type of video will solve your specific problems. You might think, “Let’s just make a video and hope it works.” But let me be clear: hope is not a plan.
Earl Nightingale once shared an insightful analogy: Imagine a ship with its engines running, but without a destination, a course, or any guidance. It might leave the harbor, but it’s likely to end up lost, derelict on some deserted beach—if it doesn’t sink first. Just like that ship, a business without a clear plan is destined to wander aimlessly, wasting time and resources, with little to no chance of reaching a meaningful destination.
In my years of working with business owners across various industries—from construction to real estate to event management—I’ve seen this pattern far too often. The reality is, many business owners approach video production without a clear vision of what they truly need. They come to me asking for a video, but after digging deeper, it becomes apparent that what they actually need is a strategic solution that aligns with their business goals.
Let’s dive into why this happens and, more importantly, how to avoid falling into the trap of “hoping” your video will work, and instead, start planning for success.
The Problem: Unclear Goals Lead to Ineffective Videos
One of the biggest challenges I face when meeting new clients is helping them clarify what they want. Often, they ask for a video without really knowing what problem they’re trying to solve. They might think they need a flashy social media video to stay relevant, but after a few probing questions, it turns out they really need something entirely different.
Example 1: The Social Media Trap
A real estate professional once approached me wanting a series of social media videos to “keep up with the competition.” But after discussing their goals, I realized their real issue wasn’t social media relevance—it was trust. They were struggling to convert leads into clients because their online presence lacked authority. What they actually needed was a well-crafted video for their website that showcased their expertise and deep knowledge of the local market. This video, which positioned them as a trustworthy and reliable expert, ultimately led to more inquiries and a higher conversion rate.
Example 2: The Event Video Misconception
An event organizer once came to me wanting a trendy highlight reel to showcase their festival. They envisioned quick cuts, flashy edits, and upbeat music. But as we talked about their goals, it became clear that what they truly needed was something more strategic. Their main objective was to sell more VIP tickets for next year’s event. To achieve this, we created a series of videos that included testimonials from past VIP attendees, heartwarming imagery of families enjoying the event, and footage that captured the size and scale of the experience. This approach not only helped them sell more VIP tickets but also provided evergreen content that could be repurposed for future marketing efforts, maximizing the ROI of their video investment.
Example 3: The Product Business Stuck in Neutral
Another client had a great product but virtually no online presence. They were stuck in a cycle of serving the same, loyal clientele with no real prospect of scaling. What they needed wasn’t just a video showcasing their product—they needed to increase their visibility to reach new customers. We jumped on some viral trends and produced a series of social media videos designed to increase their online presence. This helped them tap into a broader audience and significantly boosted their brand’s visibility, leading to increased sales and a growing customer base.
Example 4: The Internal Training Solution
Let’s consider a hypothetical scenario involving a company in the skilled trades sector—let’s say a manufacturing firm or a service provider within a niche industry. They might approach a videographer thinking they need a video to highlight their latest services or offerings. However, after a deeper conversation, it could become evident that their real challenge lies in high employee turnover and inconsistent work quality, which are common issues in labor-intensive industries.
While I didn’t work directly on this project, if a company like this needed to address these challenges, my approach would involve creating a series of internal training videos. These videos would serve to standardize processes, reinforce best practices, and ensure that all employees are on the same page, regardless of their tenure or experience level. By doing so, the company could reduce the time and resources spent on retraining, improve the overall quality of work, and, most importantly, enhance employee retention by making team members feel more supported and competent in their roles.
The Shift: From Video Focused to Solution Focused
Here’s the thing—videos are tools, not miracles. A video, no matter how well-produced, won’t solve your business problems if it’s not aligned with your specific goals. This is why I now lead with a focus on the outcome you’re trying to achieve, rather than the type of video you think you need.
Start with the End in Mind
When you come to me asking for a video, my first question will always be: “What are you hoping to achieve?” Whether it’s driving more leads, increasing employee engagement, or establishing your brand as an industry leader, understanding the end goal is crucial.
For example, if you’re in the construction niche and want to showcase your professionalism and reliability, a project documentation video could be the answer. But if you’re losing clients due to poor communication or lack of trust, a series of client-focused videos explaining your processes and commitment to quality might be what’s needed to turn things around.
Why Hope is Not a Plan
It’s easy to think, “Let’s just make a video and see what happens.” But in the competitive business landscape, this approach rarely works. Hope might feel comforting, but it’s not a strategy. A plan, on the other hand, is actionable, measurable, and focused on outcomes.
When we work together, I’ll guide you through a process that ensures your video investment delivers real, tangible results. We’ll start by clarifying your goals, identifying the problems you need to solve, and then crafting a video solution that’s aligned with your business objectives.
Conclusion: Don’t Leave Your Business to Chance
In business, you can’t afford to leave things to chance. When it comes to video production, it’s not just about creating content—it’s about creating the right content that addresses your specific challenges and drives your business forward. So, the next time you think about getting a video made, remember: hope is not a plan. Let’s create a strategic video solution that delivers real results.
