If video content feels like a mountain every time you try and make it, you’re probably building it bigger in your head than it actually is.
You’re not alone in this. Most business owners – even the smart ones who know content is essential – overthink video into oblivion. I get DMs every week saying things like: “I know I need to be doing more video, but I’ve no idea where to start.” Or worse: “I’ve recorded loads, but I never post it.”
This week’s issue is for anyone stuck in that place.
Because video doesn’t need to be hard. But it does need to get done.
You already have the gear you need
Let’s start with the easiest win. Your gear’s probably already good enough.
Unless you’re rocking a Nokia from 2005, your phone camera will do the job. Most newer smartphones record in 4K – way more than you need. In fact, 1080p is absolutely fine for LinkedIn, YouTube, or your website. Even better, your phone lets you film anywhere. Take advantage of that flexibility. Don’t lock yourself into the idea of needing a home studio.
And here’s something most people don’t realise – audio matters more than video. If there’s one thing you eventually upgrade, make it a microphone. Not because your audience expects crisp studio sound, but because bad audio is distracting. It creates friction. And when people are distracted, they tune out.
But don’t rush to buy gear. Get in the habit first. Buying kit without creating content is like buying trainers and not going for a run.
Scripts make you sound like a robot
This might sting a bit. If you’re scripting everything word-for-word, you’re probably sounding stiff and disconnected – even if you don’t realise it.
People write scripts to avoid mistakes. But it creates a new problem – unnatural delivery. The irony is, in trying to sound more professional, you often sound less human. And when it comes to content, being relatable matters more than being flawless.
Instead of scripting, just plan three key points. Think of them like guide rails. Talk around those points, like you would in a real conversation. And if you trip up? Pause, breathe, go again. Your audience isn’t expecting live broadcast quality.
Still nervous? Record with a friend or team member sitting opposite you. That slight shift – from “I’m recording a video” to “I’m explaining this to someone” – can transform your tone instantly.
Stop worrying about your background
This is where a lot of people freeze. “I need a proper space,” they tell themselves. “My office doesn’t look polished.”
But here’s the truth: most viewers aren’t paying attention to your backdrop.
As long as it’s not messy or distracting, you’re fine. Natural light is your best friend. Face a window. Keep your background neutral or slightly blurred if you can. But please don’t hold back from posting just because you’ve not got a designer bookshelf behind you.
Nobody remembers what was behind you. They remember how you made them feel. They remember whether you helped them.
In the second episode of the NEW season of MarketPulse: Pros & Pioneers Podcast, Hollywood veteran Adrian Fulle, ALM reveals how storytelling can give your business the edge it needs. From ancient narratives to modern marketing tactics, learn why authentic stories win over AI-generated content every time. Discover how the right story can justify premium pricing, connect with customers, and create a lasting impact.
Season 2 of MarketPulse: Pros & Pioneers Podcast is all about the amazing story of our guests. From Hollywood producers to a refugee turned rockstar, Guinness World Record Holders, and a journey from prison to a £10m business…. we’re diving deep on the journey, and how we rarely end up where we meant to… but we DO end up where we were MEANT to be!!
You can find us on all good podcast directories, and on YouTube.
Editing is not where the value is
This is where a lot of business owners fall into the trap. You record a video, then spend hours tweaking it. Days later, it’s still not posted.
You’re trying to make it ‘look better’. But your audience isn’t judging you on video transitions or how smooth your jump cuts are. They’re listening to your message.
Basic editing is more than enough:
Trim the start and end.
Add captions (tools like Descript or CapCut make this dead easy).
Maybe tweak the lighting slightly.
That’s it.
Fancy transitions and animated logos might feel fun, but they’re not what builds trust or drives sales. Content wins because of clarity – not flair.
And let’s be blunt. Spending hours editing is often a disguise for procrastination. If perfectionism is stopping you, then it’s not serving your business.
Short videos won’t close deals
There’s a big myth in content marketing: short videos are the way to win.
And yes – short videos absolutely have their place. A 30 to 90 second video is brilliant for grabbing attention. It’s easy for your audience to commit to. They’ll stop scrolling and listen.
But it’s not going to convert them.
To really build trust, you need longer content. Three to five minute videos start to dig into detail. They show depth. That’s where trust starts. And the gold standard? 20 to 25 minute episodes. People watching those are invested. That’s where your conversions live.
So don’t just aim to “be quick.” Aim to mix it up:
Short for reach.
Medium for trust.
Long for sales.
Record longer and pull the shorter clips out later. It’s much easier than trying to nail a perfect 60-second soundbite in one go. Plus, it gives you more usable content from a single recording.
Consistency is more powerful than timing
Let’s kill another common excuse: “I don’t know the best time to post.”
Posting time does matter – a bit. But what matters more is that you show up regularly.
If people know you post on Tuesdays at 9am? They’ll look out for you. You become part of their routine.
Every platform has a slightly different rhythm. LinkedIn? Great in the mornings or Sunday evenings. TikTok? All over the place. But you don’t need to master all of that on day one.
Pick a time. Stick to it. Review after three months.
That’s how you create consistency – and consistency beats luck every time.
The real reason you’re not creating
It’s not gear. It’s not time. It’s not tech.
It’s fear.
Fear of looking unpolished. Fear of what people might think. Fear of wasting your time.
But here’s the thing – your audience isn’t looking for perfection. They’re looking for you. Your experience. Your insight. Your tone. Your truth.
And the only way to get better at video… is to start.
So here’s what to do next:
Write down three points you want to talk about.
Set your phone up near a window.
Hit record.
Keep it under 5 minutes.
Trim the start and end.
Add captions if you can.
Post it.
Don’t overthink it. Don’t obsess over filters, lenses, intros or hashtags. That stuff comes later.
Get the reps in now.
Because video doesn’t need to be perfect. It just needs to be consistent. And once you start, you’ll never look back.
