Hello, and welcome back to this week’s Content Classroom!
This week, I’ve been absolutely BLOWN AWAY to find out the Javelin Content Management has been shortlisted for the British Business Awards’ Startup of the Year!
Thank you to all our amazing customers, business partners, and champions who’ve shouted about us so loudly in our first year of operation… so proud at this moment, and fingers crossed for November, when the winner is announced!! Stay tuned!
It’s a balmy 30 degrees celsius here in the UK this week, and I’m currently writing this from my garden…. loving life. Wonder how long it is until we’re back to the rain that’s dominated the year so far?!
It got me thinking – I wonder how much time we WASTE, when the iron is hot? Rather than enjoying the sun, we’re moaning about the weather to come.
Rather than creating GOOD video content, many people are sat crying into their cornflakes at the thought of recording it… having tried before and failed.
Today, I want to share three common mistakes most people make when they start working with video to create leads, improve their brand proposition, create authenticity, and generally be seen as an expert.
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Click on the image below to see the video I recorded for you about this.
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1. Striving for Perfection
One major mistake is trying to make your videos perfect. Perfect isn’t what people want to see anymore. I create videos with minimal editing and rarely re-record unless something drastically bad happens. It’s okay to have the odd filler word, a bit of rambling, or even some minor mistakes. These imperfections show there’s a real person behind the camera, adding authenticity. People crave genuine and original content, not perfectly polished, scripted videos.
Think about it: when was the last time you connected with a flawless, corporate-style video? Probably not often. The reason is simple—people relate to people, not polished productions. When you allow your personality to shine through, mistakes and all, you build trust and rapport with your audience. This doesn’t mean you should be careless, but embrace the small imperfections that make your videos human. Authenticity breeds connection, and connection drives engagement.
I know many of you are afraid of being judged for these little imperfections. You worry that stumbling over a word or having an awkward pause will make you look unprofessional. But here’s the thing: these quirks make you relatable. Your audience is human too, and they appreciate seeing that you’re just like them. So, ditch the pressure to be perfect. Focus on delivering value and being yourself. The more genuine you are, the stronger your connection with your audience will be.
Join me on this week’s MarketPulse: Pros & Pioneers Podcast as I talk to Monika Elling, CEO & Founder at FMG marketing Group.
This show was a little bit different, as Monika spoke about her experience as a female marketer in a male dominated industry – Wines & Spirits… and how the principles of what she did, how she was successful, and the lessons she learnt can easily be applied across other Startups and SaaS!
If you want to hear the challenges and wins other business owners face in marketing their business, or the expert advice of industry leaders and marketing experts, then you should probably catch our new podcast, MarketPulse!
You can find us on all good podcast directories, and on YouTube
2. Focusing Too Much on Yourself
Another common mistake is making videos all about you, especially when you’re starting. The temptation to tell people about your products, services, and achievements is strong, but it’s more effective to balance this with what’s in it for them. Most viewers want to know how they will benefit from working with you, not just what you offer. Share industry trends, common challenges, and how to address them. Use tools like Google search suggestions and Answer the Public to find out what your audience is searching for. As you get comfortable, you can gradually include more about your business and personal insights.
Imagine you’re in your audience’s shoes. They’re likely dealing with specific problems and are seeking solutions. When your content is overly focused on you, it can come across as self-centered and salesy. This can turn people off before they even get to know the value you bring. Instead, flip the script. Address their pain points first. Show empathy and understanding of their challenges. Provide actionable advice and insights that they can implement.
I get it—you want to share your successes and your excitement about your offerings. And there’s a place for that. But if your audience doesn’t see what’s in it for them, they won’t stick around long enough to care about your story. Make your videos a conversation where you’re listening to their needs and responding with helpful content. As you build trust, you can start weaving in your achievements and offerings in a way that feels natural and relevant to them.
3. Failing to Launch
The third critical mistake is simply not starting. Many people record videos but never publish them due to imposter syndrome or anxiety. Don’t let these fears hold you back. Publishing your content is crucial for improvement and gaining valuable feedback. Remember, you get better with every video you release. Push through the discomfort and share your content. Your champions and inner circle will provide the positive reinforcement you need.
It’s easy to get caught in the trap of overthinking and self-doubt. You worry that your video isn’t good enough, that people will judge you, or that it won’t get any views. This fear can be paralyzing. But here’s the truth: every content creator, no matter how successful, started from zero. They faced the same fears and doubts. The difference is they pushed through and published their work.
Think about this: what’s the worst that can happen if you post a video? Maybe it doesn’t get many views or the feedback isn’t what you hoped for. But you’ll have taken a crucial step forward. You’ll learn from the experience and improve with each new video. The positive feedback you do receive will boost your confidence and motivate you to keep going. Don’t let perfectionism and fear hold you back. Start now, and embrace the journey of continuous improvement.
Get Your Video RIGHT!
Fix these issues, you can make your video content WAY more impactful and engaging. Remember, authenticity trumps perfection, focus on your audience’s needs, and don’t let fear stop you from hitting publish.
If you put any of these tips into practice, I’d love to hear from you. Reach out with your experiences, and let’s troubleshoot any issues together.
See you next week on the Content Classroom!
