A small creative breakdown for people who know their work but don’t want every video to sound like a brochure.
“We help businesses make better content.”
It’s true, but it could belong to almost anyone. Let’s look for the point hiding underneath it.“A lot of business videos don’t have an idea problem. They have a ‘trying to sound like everyone else’ problem.”
Why it can work: it names a tension people recognize and gives you somewhere specific to go next.
COACHING NOTE Say the claim in your own words. If you wouldn’t say it to a customer, don’t say it to camera.
“I’ve watched smart people explain an idea brilliantly in a meeting, then freeze as soon as someone says ‘let’s record that.’”
Why it can work: a familiar moment lets the audience feel the problem before you explain it.
COACHING NOTE Add one real detail from your own experience. Don’t borrow a story that didn’t happen to you.
“Why do so many people sound less interesting the moment they try to make a professional video?”
Why it can work: the question opens a relaxed answer instead of forcing a memorized opening line.
COACHING NOTE Ask the question aloud and answer it like you’re talking to one curious person.
Pick one idea you repeat in your work and try these three prompts:
Record a voice note before you turn on the camera. Keep the version you’d actually say again.
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