Why good advice on video still doesn’t sell

A lot of the brands I speak to know they should be doing video.

And a lot of them still aren’t. Which is mad because a study I saw from Wyzowl said...

... 63% of people prefer learning about a brand through short-form video (only 12% picked an article)
... 85% of people have been convinced to buy something by watching a video

Video is one of the best channels right now to reach your ideal audicne and convince them to buy, regardless of what the offer is.

When I ask folk why they don't wanna do video, they reply with some version of...

... they’re not comfortable on camera
... they think it needs kit and a budget they haven’t got
... they haven’t got the time to edit it, or the money to pay someone good to do it

The first one just comes with practice. When you start, you’ll be shit on camera. Everybody is. You get better by doing more of it.

The second isn’t true any more. If you’ve got a phone, you’ve got everything you need to record (not perfect, but honestly it ain't bad).

The third is the one that might have had some kind of relevance a little while ago, but now, that barrier's gone.

With the right system, you can completely outsource editing to your AI.

And, if you build the system the right way, it can massively elevate the quality of your video.

Here's what I mean. Picture the same 60 seconds of advice two ways.

One is you, straight to camera, off your phone. That video has...

... No captions
... No edits or cuts (so there's loads of ums and ehs)
... Nothing on screen but you

Not exactly fitting with the modern "tiktok brain" need for visual variety.

On the other hand, you've got a video with the same info but it also has...

... Captions so people can watch on mute
... Accompanying visuals to help communicate the message
... Punch ins, zooms, and pans to offer some visual variety

(If you watched the reel in yesterday’s email, you’ve seen this one.)

People notice the difference in this.

That same Wyzowl study reports 89% of people said the quality of a video affects how much they trust the brand behind it.

That’s nine in ten of the people you’d want as clients and they wanna see at least a little production value.

This has been the hard thing for a long time, as editing has always been the locked-away bit.

Good editors cost a lot and they’re hard to find, and learning it yourself is a pain in the arse.

That’s changed. You don’t have to know how to edit any more.

For my stuff, I now just record and cut out the obvious mistakes in seconds with the recording tool I use. Then Claude and a few free tools handle the rest.

On Monday’s GM+ call, I’m walking through the whole set-up so you can do the same in your business.

If the editing is what’s been stopping you, join GM+ before Monday.

​→ Join GM+ for the call here

Speak soon,

Pete “packaging” Boyle