When you create your videos for your business, following a proven format can take away a lot of the pressure you feel about writing your script and wanting your audience to genuinely like and get value from your video.

Every video should have a mix of all these essentials: a hook, the relevant areas of your expertise that make you a dependable source for what you’re discussing, the valuable takeaway for your audience, and a story that makes your lesson or advice memorable and relatable.

  1. Open your video with a hook

You usually ask a question or mention a stat, any sort of intriguing premise or fact that brings your audience into the video. They should think, “Oh I have to hear this.” Make them want to continue watching.

I always ask a question that I hear from my clients. For example, in my law firm videos, I would open with, “Do you want to get your legal status without leaving the United States?”

Because people always ask me, “Can I get my legal status without leaving the US? So I answer that question in my video!

Or I start with a problem or puzzle that people think of. For example, a lot of lawyers don’t charge for consultations. And I’m a big proponent of training for consultation, so I say in my video opening, “Do you charge for consultations or are you still not charging for consultations?”

That hooks them. They want to hear what I’m going to say about it.

  1. Share a story

Or you can also hook them with a story.

  • Your experience
  • A client’s experience
  • A mistake you or a client made

In speaker training, they call this the hero’s journey, and no one’s interested if you start it at the victory, where your hero’s on top. People want to hear when you were at the bottom. You can talk about the mistakes you made, the change you made to turn things for the better.

  1. Your video’s valuable takeaway

This is the meat of your video, valuable content in the form of advice or short lesson. As mentioned in the previous blog, Jean and I do a lot of these. This is where your video might end up doing your marketing for you when people find it really useful and share it with their friends and family.

This should be more than 50% of your video content. Something tangible and immediately applicable to your clients. Their action steps.

  1. Reiterate your expertise

Toward the end of the video, and in between the other parts, when you’ve already made a connection with them, that’s the perfect time to talk a bit about yourself. We mentioned this in the previous blog.

It doesn’t have to be promotional. It’s more about assuring your audience that you know what you’re talking about.

For example, if you’re discussing immigration law and giving legal information, you can mention that you’ve done hundreds of similar cases. That’s it. Simple. It backs up what you’re saying and also tells your clients that you’ve actually put into practice everything you’re telling them.

  1. Don’t use industry jargon in your video

If your audience is your peers, that’s the only time you should use industry jargon. It signals that you’re one of them. But when you’re talking to your target clients, who may not know industry terms, use everyday language.

In my law firm videos, I don’t use legalese. That’s very important. Don’t speak in a legal way, using legal terms.

That is not the way normal conversation goes, so if you sound too much like a lawyer talking to other lawyers who’d be the only ones who’d understand lawyer terms, you’re not really having a conversation with your audience.

  • Truly talk to your clients when you’re giving them information. “Hey, do you want to get your green card? I can help you do your green card. Here’s how.”

“Green card” is not the legal term for it, but why would I say “lawful permanent resident of the United States” when everyone’s more familiar with “green card,” right?

  • Don’t give them too much technical and legal information. It will just confuse them. Leave this for the onboarding process, when you have more information about their case and you can streamline what you tell them even then.

All these essentials together would make your videos interesting and memorable.

Finally, don’t forget to close your video with your information: your phone number or the next step on how to contact you.

  • There should always be a call to action or action steps in all your content, whether it’s a blog or video. Even if it’s simply inviting them to join your Facebook group!


If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about Creating Your Marketing and Engagement Videos, sign up for my Six-Figure Solo program!  Six-Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!