I had a great conversation about how to make make video the foundation of your marketing during the It’s Not Rocket Science: Five Questions Over Coffee Podcast. If you’d rather listen, this to the podcast—feel free to hit play on the embedded episode and enjoy it over… well, coffee.
Most coaches, course creators, and healers I meet are incredible at what they do.
They care deeply about helping people, and they’re serious about growing their business.
They also know video matters—so they start recording.
Here’s the rub: their website, emails, and social posts look cohesive… and their videos look like they’re from a different business. Random topics. Inconsistent tone. No clear next step.
That’s not a character flaw—it’s a strategy gap.
This post shares the approach I teach: make video the foundation of your marketing and let everything else flow from it.
When you do, you’ll save time and build more trust with the right people.
The Big Mistake: Treating Video Like an Add-On
“Seat-of-your-pants” videos—recorded whenever there’s a spare minute—rarely match your brand.
They live off to the side, disconnected from your message and offers.
The fix: Start with one core video that carries your message in your voice—then repurpose that into everything else (email, posts, blog, YouTube).
Same message, different formats, consistent experience.
Viral Is Not Valuable (for Most Experts)
Going viral can be fun. You get all these views, likes and comments. It’s a real dopamine rush!
But it’s not always helpful.
One of my “viral” clips pulled in 10× the usual views. But it was mostly 18–24-year-old boys who were never going to hire me.
Great for the ego, terrible for the pipeline (and my bank account).
For expert businesses, optimize for the right viewers, not the most viewers. Your goal is to be discovered by people who can become clients—and then nurture them with a clear path from curiosity to conversion.
Where Video Earns Its Keep: Across the Entire Journey
Video isn’t just top-of-funnel. It shines at every stage:
- Discover: Short clips that name the real problem and hint at a solution.
- Consider: Myth-busting and belief-shifting videos that reframe how people think about your topic.
- Decide: Case studies and “show, don’t tell” proof that you can deliver.
- Choose: Personal, human moments that make someone feel safe hiring you.
- Act: Calm, natural offers that outline the next step.
And yes, you can go one step further with one-to-one personalized videos (“Hey, Stuart—loved our chat. Here are the 3 highlights…”). It’s a tiny effort, but a big trust builder. (Bonjoro is a great app for creating & sending personalized videos)
AI: Helpful Assistant, Not a Stand-In
If your clients need to trust you, they need to see and hear you. AI avatars can’t replace your face, voice, and energy.
But AI can absolutely help:
- Use a tool like Descript to edit by transcript (delete the sentence, it’s gone in the video).
- Auto-generate short clips from a longer recording.
- Create captions (and you can tidy them if you want).
Think of AI as your assistant, not your spokesperson or marketing manager.
“But Andrea, I Don’t Love Being on Camera…”
Same. I’m pushing 60; I have gray hair and wrinkles. My ideal clients don’t care. They care whether I can help them.
In fact, imperfect, handheld videos often outperform polished studio clips. Highly produced “pieces “perfect” videos can feel like ads. And we all know what happens when an ad comes on. We go get a snack or press “skip”.
Authentic videos feel like humans. Small stumbles make you relatable—and trustworthy.
How Long Should Your Videos Be?
The honest answer: it depends.
Your audience, the platform, your skill as a presenter and the topic all matter when it comes to deciding how long to make your videos.
If you’re starting out, try 10–15 minutes for a live/long-form piece:
- 1–2 minutes for your hook and setup
- 3 points (2–3 minutes each) with a quick story or example
- 1 minute to close with a clear next step
Then test shorter clips (7–60 seconds) cut from that long video for social.
Captions? Yes.
People often watch with the sound off. Some viewers need accessibility. Auto-captions aren’t perfect, but they’re much better than they used to be. If perfection makes you stall, ship them as-is. Edit when it’s worth it.
The Video-First Flywheel (Repurpose With Purpose)
Here’s the workflow that keeps everything consistent and saves time:
- Record one core video with a clear hook, 3 points, and a calm offer.
- Repurpose it:
- Email: pull the core idea + a story ? add your CTA.
- Social: 3–5 short clips, 2 quote graphics, 1 carousel.
- Blog: expand the transcript into an article (like this one).
- YouTube: publish the full video with chapters and links.
- Email: pull the core idea + a story ? add your CTA.
- Repeat your message across formats.
People need to hear the same idea multiple times before it sticks.
Repetition isn’t boring; it’s branding.
Quick Start: Do This This Week
- Pick one frequently asked client question you answer all the time.
- Record a one to three minute answer on your phone.
- Post it on LinkedIn with a simple CTA: “Comment HELP and I’ll DM you a resource.”
- Turn that video into:
- one email,
- one quote image,
- one short text post,
- and a blog paragraph.
- one email,
- Watch what happens.
what’s next?
If you’re ready to go deeper, I teach a five-video sequence that moves people from curiosity to conversion—without pushy tactics. Click here to book a Visibility Action Session and chat about how I can help you create a smarter video strategy.
But start here: make video the foundation, and let the rest of your marketing line up behind it.
