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Business owners should not be the heroes of their business videos.

When Making a Business Video, Don’t Just Talk About Yourself. There’s a Better Approach.

Imagine you’re shooting a business video. You’re standing in front of a camera, the red light comes on, and you start talking.

What do you say?

Well, if you’re like most business owners, you tell a story. Hopefully one that’s engaging and memorable. A story that customers will actually want to hear.

But here’s a little secret that a lot of business owners don’t know. The best stories aren’t about you.

In your business videos, you should play the part of a mentor.

Pssst. You aren’t the hero.

In his bestselling book, “Building a StoryBrand,” Donald Miller compares business stories to famous movies.

Many Hollywood films follow the same formula, a classic story arc known as “The Hero’s Journey.”

In this story arc, the story begins by introducing a hero.

Then some obstacle is revealed that has to be overcome. Then another character is introduced—a mentor.

The wise, experienced mentor? Yes, that’s you.

This mentor shows the hero what to do. Teaches him or her how to solve the problem, which the hero ultimately does in the film’s exciting climax.

That same mentor idea works just as well when telling business stories. You show customers the way, but the story is ultimately about them. They’re the hero.

Once again—it ISN’T ABOUT YOU.

In your business video, you're the wise mentor teaching your customers.

How to Evaluate Your Next Video Script.

When evaluating the script for your next business video, try the “I Test.”

It has nothing to do with your vision. You simply count the number of times the script says “I” or “we” versus “you.”

If it says ”you” more, chances are that video is going to connect more with your audience—your customers.

And isn’t that the goal of a business video?

Of course, there are many more points to consider when producing an effective video. If you’d like to talk about your business and your video marketing, give us a call. We’re always happy to help.

ABOUT THE AUTHOR

Harry Hayes is the owner and executive producer at Content Puppy Productions. Before starting his business, he spent 20+ years as an advertising writer and creative director.

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