3 Video Marketing Messaging Changes to Hook Your Audience and Drive Real Results
Are your videos failing to connect with your audience? You’re not alone. The number one mistake I see marketers make over and over is focusing their video marketing messaging on the wrong person – themselves.
Marketers, how does your video content perform?
In today’s fast-paced digital world, it’s not enough to just talk about your brand, your features, and your benefits. Your audience wants to know how you can help them and if your video isn’t speaking directly to their problems, you risk losing them to a competitor who gets this right.
This mistake is too easy to do.
Early in my career, I used to make this mistake too. I would create video content that focused on the company, listing off all the great things about us, thinking that if the customer was impressed, they’d want to work with us. But here’s the harsh truth: that type of video comes across as an internal pitch that accidentally got leaked to the public. When your audience watches it, they don’t feel connected – they feel talked at. And that’s when you lose them.
So, let’s dive into why most video marketing messaging fails to connect and how you can fix it.
Why Most Video Marketing Fails to Resonate
Too many companies are still creating content that puts them at the centre of the story. They highlight features, list benefits, and boast about their accomplishments, thinking that if they can just show how impressive they are, customers will naturally want to work with them.
But that’s not what your audience wants to see.
If you’ve ever sat through a video that just felt like a bragging session, you know how off-putting that type of messaging can be. The only people who will connect with this type of messaging are those who already work within the company or are already familiar with your brand. They aren’t your target market.
So, what happens to your video? It becomes noise. And that’s a huge waste of your time, budget, and resources.
What Audiences Actually Want to See
Here’s what truly resonates with your audience: themselves. When someone watches your video, they want to see their own problem being addressed. They want to feel understood and know that you get their pain points. If your video marketing messaging can do that, then you’ve made a genuine connection. That’s when people pay attention.
And that’s when they start to see you as a trusted partner – not just another company trying to sell to them.
In my video production company, The Video Box, we actually use the StoryBrand Framework when creating video content for clients. The StoryBrand Framework, created by Donald Miller, focuses on clarifying your message by making your customer the hero, while positioning you as the guide who helps them overcome their challenges. This shift in focus has helped my company create videos that have clarity in their messaging. We no longer allow our clients to create content that focuses on them. We make sure that the message is about showing their target audience that they understand the problem and have the solution. This has been revolutionary for my brand and I want the same for you.
The StoryBrand Framework: Why It Works
At my video production company, The Video Box, we follow the StoryBrand Framework when creating video content for our clients. Developed by Donald Miller, this framework is a powerful approach that simplifies your message and puts your customer at the heart of your story.
The concept is straightforward but revolutionary: position your customer as the hero of the story and your company as the guide. When you make this shift, your audience no longer feels like they’re being sold to. Instead, they see you as someone who understands their challenges and has the expertise to help them overcome those obstacles.
The 7 Steps of the StoryBrand Framework:
1 - The Character (Your Customer)
Every story starts with a hero. In StoryBrand, that hero is your customer, not your company. This means everything you communicate should be centered around what they want and need.
2 - The Problem (Their Challenge)
Every hero needs a challenge to overcome. Identify your customer’s pain points, external frustrations, and internal struggles. When you articulate these problems clearly, your audience feels like you get them.
3 - The Guide (Your Role)
This is where you come in. Instead of positioning your company as the hero, present yourself as the guide who has the wisdom and expertise to help the hero (your customer) succeed. Show empathy and authority.
4 - The Plan (Your Process)
Give your customer a clear path forward – a plan that outlines how you’ll help them solve their problem. This plan should be simple, easy to understand, and provide a sense of direction.
5 - The Call to Action (The Next Step)
Every story needs a turning point where the hero is challenged to take action. For your business, this is the moment where you call your customer to act, whether it’s booking a consultation, downloading a resource, or making a purchase.
6 - Avoid Failure (The Stakes)
Show your customer what’s at stake if they don’t take action. What pain will they continue to experience if they don’t solve this problem? Highlighting the potential failure adds urgency and makes your message more compelling.
7 - Achieve Success (Their Transformation)
Finally, paint a picture of what success looks like. How will your customer’s life or business be transformed if they take action and solve their problem? Show them the victory they can achieve with your guidance.
Why These 7 Steps Matter for Video Marketing Messaging
When you use these 7 steps, you’re no longer just creating content. You’re telling a story that your customer wants to be a part of. By positioning them as the hero and yourself as the guide, you build trust, create connection, and drive action.
At The Video Box, we incorporate these steps into every video strategy we create to ensure our clients’ messages are clear, focused, and customer-centric. This approach has been transformative for our clients’ results and is one of the main reasons our videos resonate so deeply with their target audience.
So, how do you make this shift in your own video marketing messaging? Let’s break down 3 key changes that can transform your content and help you connect with your audience on a deeper level.
3 Messaging Changes to Transform Your Video Marketing
Lead with the Customer’s Problem, Not Your Product
If you want your audience to engage with your video right from the start, lead with their problem. Instead of jumping straight into what your product does or what your company offers, open by addressing the pain points your audience is facing.
For example, if you’re in the software industry, don’t kick off your video by listing features of your software. Instead, talk about how frustrating it is for companies to waste time on manual processes or to struggle with disorganised data. When you start with the customer’s problem, you’re immediately speaking to something they care about.
Key Takeaway: When your audience feels like you understand their issue, they’re more likely to stick around and hear what you have to say next.
Position Yourself as the Trusted Guide, Not the Hero
The instinct for many companies is to make themselves the “hero” of the story. But here’s the problem: if you’re the hero, where does that leave your customer? It leaves them feeling like a spectator, not a participant.
Instead, use your video marketing messaging to position yourself as the guide who has the expertise to help your audience overcome their challenge. As Donald Miller puts it, “Instead of making your company the ‘hero’ of the story, position yourself as the guide who helps your customers succeed.” Show empathy for their problem, demonstrate your authority, and then present your solution.
Key Takeaway: When you make your customer the hero, they feel seen and valued. Your role is to help them succeed, which makes your content feel more supportive and less salesy.
Make Your Call to Action About Solving Their Problem
A strong video isn’t just about showcasing what you offer; it’s about clearly telling the customer how they can solve their problem. Your Call to Action (CTA) should be a simple, actionable step that leads them toward their solution, not yours.
For example, instead of a CTA that says, “Contact us to learn more about our services,” use language that speaks to their problem, such as, “Book a consultation to see how we can streamline your workflow.” Make it about their next step in solving their challenge.
Key Takeaway: A CTA that’s focused on the customer’s solution feels helpful, not pushy. It positions your company as a partner in their success, not just a provider of services.
Why These Shifts Are Essential for Effective Video Marketing Messaging
If you’ve tried video before and felt disappointed by the results, it’s likely because your messaging was missing the mark. But the good news is that you can turn it around.
By making these 3 simple changes—leading with the customer’s problem, positioning yourself as the guide, and making your CTA about solving their issue—you can transform your video marketing messaging into something that truly connects and converts.
This is what we do every day at The Video Box. We help marketers create videos that are more than just visually compelling—they’re strategically crafted to drive engagement and results.
Ready to Shift Your Messaging?
If you’re ready to take your video content to the next level, let’s connect. I’m Sarah Robinson, owner of The Video Box, and I’ve spent close to 20 years helping businesses create video marketing strategies that work. Whether you’re just getting started or looking to refine your approach, I’d love to chat about how we can create video content that delivers real results. Contact Us Today!
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