People don't buy video



Through the years we’ve produced over 7000 videos, but I’ve never sold “video” and would never suggest that that’s what we do.


I often say people don’t buy “video”, they’re buying communication.


Video isn’t what’s needed, rather, it’s a communication, a message that speaks to an exact person and hits their needs, wants, motivations, or problems to compel them to action.

It’s the communication that moves people.

Which is why it’s important to understand:

  • Who’s watching the video?

  • Why are they watching it?

  • What problem are they trying to solve?

  • What do you want them to do or what do you want to happen? (objective or outcome)

Video is the vehicle or medium to deliver the communication to the viewer and when done well, it will have the effect you want.


Video or content for content sake is not effective or valuable.


Communication to an exact audience that moves them to take action in some way, is.

It can’t be an afterthought.


It’s easy to get caught up in visuals and lose sight of the objectiv