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Ever notice your best ideas come when you’re not trying? John Cleese calls this the “Tortoise Mind”—slow, unconscious thinking that thrives when we stop forcing solutions. This can actually invovle taking a nap to "be productive'. Anyone can do it. Everyone is creative in their own ways. Creativity isn’t reserved for painters, filmmakers, or designers. It’s not some exclusive club my clients hire me to belong to. Every time I sit down with a marketing director, an attorney, a

Marketers often ask: “Am I supposed to write the whole video script?” Short answer: No. Long answer: You co-write  it—strategically. Here’s how it works: You bring the brand goals, audience insights, and messaging priorities. Together you decide on the type of video, runtime, and the plan for deployment. The production team drafts the script structure based on your input. You review, refine, and approve. You’re the voice of the brand, not the screenwriter. For case studies, t

You don’t need a film degree to walk into a video strategy meeting with confidence. You just need clarity. Here’s how to prep like a pro: 1 Know your audience. Who are you trying to reach—and what do they care about? 2 Define success.  Is it engagement, conversions, awareness, sales, or internal buy-in? 3 Bring your brand voice. What tone feels authentic—warm, bold, academic, playful? 4 Have examples.  Share videos you like (or hate). It helps your team calibrate quickly. 5 K

If you’re a marketer considering video, here’s the truth: a professional production company should lighten  your load, not add to it. You’re not alone. As a marketer, you already wear 12 hats. Adding “video producer” shouldn’t be one of them. Here’s what working with a professional video production company should  look like: Crew & Equipment They handle crew and gear, typically utilizing both internal team members, subcontractors, company owned equipment, and special rented e

Reputation isn’t just a nice-to-have — it’s one of your brand’s most powerful business assets. It influences how people perceive , trust , and choose  you. And yes, it can absolutely be measured and monetized. Here's my argument: One highly effective way to generate revenue growth is through investing in customer testimonial videos. Testimonial Videos are Trophies for brand reputation. Being story-driven, they're also engaging, ie, effective! Here's an example of a testimoni

Are you marketing a brand that’s hard to explain? Does your message lack clarity or fail to connect with people on an emotional level? A positioning video may be right for you if...

Here's how you want to make a video sales letter that gets leads

Let’s kill the myth: low-budget video isn’t lean—it’s leaky. Every time you cut corners on production, you’re not saving money. You’re spending it on lost attention, weak messaging, and missed conversions. Cheap videos often feel generic, rushed, or forgettable. And in B2B, forgettable is fatal. Your audience isn’t scrolling for entertainment—they’re scanning for clarity, trust, and proof. If your video doesn’t deliver that in the first 10 seconds, it’s already lost. Now mult

Here’s the truth most institutional marketers miss: spending $50K on a single, high-impact video might actually save  you money compared to cranking out 10 low-budget ones. Why? Because quality compounds—and mediocrity dilutes. A premium video isn’t just about polish. It’s about strategic clarity, emotional resonance, and conversion power. When done right, one flagship video can anchor your entire campaign: landing page, email, social, paid ads, internal buy-in. It becomes th

In 2024, video content accounted for 82% of all internet traffic, according to Cisco's Annual Internet Report . That's a staggering number that tells us one thing: if your brand isn't leveraging commercial video production, you're leaving serious money on the table. But here's the thing. Creating video content isn't enough anymore. The brands that dominate their markets aren't just making videos—they're crafting strategic visual narratives that resonate deeply with their targ

Fact: Brands & institutions are fueled by credibility. In my experience, the top reason marketers finally commit to creating evergreen video isn’t just visibility—it’s credibility. Without credibility, your ideal customer won't work with you, or buy from you. Marketers need something that says, “We know what we’re doing,” without having to say it. They need a video that builds trust, signals authority, and keeps working long after it’s launched. So how do you get credibility?

According to eMarketer's Digital Ad Spending Report, video advertising spending will reach $78.5 billion in 2025 . But here's the brutal truth: Research from Kantar's Advertising Effectiveness Study shows that 75% of video ads fail to drive measurable business results . The difference between advertising videos that waste budget and videos that generate ROI? A strategic production approach that prioritizes conversion over creativity alone. In this comprehensive guide, I'll re

Here's something that might surprise you. According to Wistia's State of Video Report , the average business created 18 videos per month in 2025. That's more than four videos every single week. But here's the problem: most of these videos fail to drive meaningful engagement. Why? Because brands are creating content without understanding which types of videos actually resonate with their audience. They're throwing spaghetti at the wall and hoping something sticks. The truth i

According to Forbes' Corporate Communication Effectiveness Study, 59% of executives prefer watching video over reading text  when both are available. But here's what most companies miss: Research from Aberdeen Group's Video Marketing ROI Report shows that companies using strategic corporate video production grow revenue 49% faster  than those that don't. The difference between corporate videos that sit unwatched and videos that drive measurable business results? An ROI-focuse