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As AI continues to disrupt the business landscape, one truth hasn’t changed: People still trust people—and high-ticket decisions still require trust. When stakes are high and budgets are bold, buyers don’t just compare features or pricing. They evaluate credibility, clarity, and emotional confidence. They want to know who they’re buying from, not just what they’re buying. This creates a clear challenge for modern brands: How do you build real trust at scale, and leverage the

Why being known matters more than being found. Search behavior has changed dramatically over the past several years as AI summaries and zero-click results have become more common. In many cases, users receive answers directly in AI overviews and never click through to websites. This is particularly true when AI features appear above organic listings. Source Nearly 60% of searches   resulted in no clicks in 2025. This shift fundamentally increases the value of brand presence,

Brand reputation increases revenue by making it easier for buyers to say yes. When trust is made visible, especially through customer testimonial videos , it accelerates conversions, shortens sales cycles, improves retention, and supports premium pricing. Reputation isn’t abstract; it’s a measurable growth asset when intentionally leveraged. Your reputation influences how people perceive , trust , and choose  you. It’s one of your brand’s most powerful business assets. Here's

What if I told you there's tons of game-changing discoveries sitting on shelves at Universities.  Perhaps you’re in the technology commercialization field and know exactly what I’m talking about. You don’t just know it, you feel it, you live it. I know, I’ve spoken to some of you responsible for lab-to-market wins. We're talking about profitable & sometimes life-elevating innovations... Major research universities like UT, Arizona State, & Georgia Tech have 1,000's of discove

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

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

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

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?

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

Can we overstate the importance of asking ourselves good questions? We can’t. Not in life and not in business. I want to share some key questions we'd ask you if working together. Asking ourselves good questions---done intelligently and honestly---can ground us in present reality and truth. From there, we dream into the future and then strategically manifest it. Good questions are the fou ndation of clarity, strategy, and growth. They cut through noise, expose assumptions, a

Most companies make the same critical mistakes. They focus on features instead of benefits. They create generic, forgettable content. Their timing is completely off. And their calls-to-action are weak or nonexistent.

Would you leave your job due to a lack of training and onboarding? Seems risky! Crazy statistic I found in some research: 40% of employees are leaving within their first year due to poor training and onboarding. Really? I'm a solutions guy and a video producer, so... consider this! 📌 Onboarding Videos for New Hires Set the tone from day one. Onboarding videos introduce new employees to your company’s culture, tools, policies, and values—all in a consistent, scalable format.

DO NOT begin them with... 🔹 Slow intros, logos, or generic B-roll 🔹 Vague narration with no emotional or strategic hook 🔹 Overly polished but under-relevant visuals The micro ad I created for Castleview here does the opposite of the above list. I personally really enjoy creating ads that HIT in under 15s. It's challenging! Let me know if you want some of these for your brand, too!