In a world where video content reigns supreme, many small business owners struggle with the notion that their work is too dull to be interesting on camera. The truth, however, is that every business has a story to tell—and with the right approach, you can create engaging videos that captivate your audience.
Finding Stories in Everyday Work
I recently attended an event hosted by a firm of accountants. During the Q&A session, a lawyer approached me with a concern. He said, “I’m a lawyer. How can I create videos that people will find interesting?”
This sentiment is common among professionals whose work isn’t typically seen as dynamic or exciting. But even in fields like employment law, compelling stories can be found. You just need to look in the right place with the right mindset.
Brainstorming Video Ideas
For those in traditionally “boring” businesses, finding topics that will resonate with potential customers involves a strategic approach.
Start by identifying common pain points and frequently asked questions within your industry. Demonstrating your knowledge on these topics is crucial, but always relate your content to real-world situations that directly affect your potential customers.
This approach helps make your expertise more accessible and relevant. It also shows the human side of your business and will make you feel way more approachable.
Also, delve into the emotional impact of your potential customers’ “before” state.
The “before state” refers to the condition or situation your potential customers are in before they use your services or products. It’s about understanding the struggles, pain points, and emotions they experience before seeking your help.
For instance, if you’re an accountant, your client’s “before state” might be the stress and confusion they feel while managing their taxes. By recognising this, you can better communicate how your services will transform their situation, leading to a positive “after state” where their problems are resolved, and they feel relieved and satisfied.
So, in terms of video ideas, an accountant could discuss small business owners’ stress and confusion during tax season, while a lawyer might highlight the anxiety employees experience when faced with unclear employment contracts.
By addressing these emotions and offering clear, practical ‘real-world’ solutions, you showcase your expertise and connect with your audience deeper, making your content more engaging and valuable.
No matter your profession, there’s always a story worth telling. No matter how ‘dry’ you may think it is.
By understanding your clients’ emotional and practical journeys and brainstorming creative video ideas, you can create captivating content that engages and resonates with your audience.
Creating video that resonates with your audience has several upsides, including increased engagement, stronger brand loyalty, and higher conversion rates.
Engaging video content can also lead to wider reach through shares and recommendations, establishing your business as an authority in your niche.
Are you ready to uncover your business’s hidden stories? Schedule a discovery call (for accountants and lawyers) or book a session and learn how to use video to grow your business.
It’s time to get your business seen online. Start uncovering and sharing your firm stories today!
