Video is the easiest way to build rapport and trust online. People buy from people they know, like and trust.

Here are 5 video concepts that can provide engaging content for your target audience.

1. The ‘Why’ video

Unless you have an outstanding Unique Selling Proposition, the main thing that will set you apart from your competition is you.

A Why Video allows you to reveal your passion and your journey and why you do what you do. By revealing yourself, this provides an opportunity for your potential customers to better understand and get to know the person behind the business. This video would touch on how you ended up where you are, what’s important to you and why you love doing what you’re doing. People are inspired and drawn to people who are passionate.

2. The ‘Free Tips’ video

Another essential way to position yourself as a leader in your field is to give away good quality tips. Set aside a day and film 12 or more short (1-2 minute) videos full of useful valuable information. Put these on your website and promote a new one each month through social media and other marketing avenues. Some people worry that they will lose business by sharing their intellectual property. I say you’ll only lose it to the cheap clients. You’ll be left with the higher quality clients who value you as an expert in your field.

3. The ‘Case Study’ video

Case study videos are an extremely powerful way to demonstrate your product or service without blatantly selling. It allows a customer to tell a story about how your business has transformed their life. The fact is, people are interested in themselves and not your business no matter how brilliant it is. However if you can show them through a case study how your business can transform a business or a life then you will have their attention. This video shows how to structure a case study for maximum impact.

4. The ‘Process’ or ‘How’ video

If your service has various steps that need explanation then a process video can put your customers’ mind at rest. This type of video can demonstrate the steps you take in delivering your service and the quality control processes you have in place. Under the guise of providing helpful information about what to expect you can reinforce the quality and procedures you have in place that your competitors may not.

5. The ‘Product’ video

A product video will highlight the features and benefits of your product. To make it useful for your customers keep asking yourself what is the benefit of this to the end user. It is not enough to highlight the features. You need to explain why those features are of value to the client.

And remember, your online audience is busy so it’s important to keep your content concise and engaging. Keep the videos to around 2 minutes in duration or shorter if possible. And of course make sure you record decent audio! ;)

Geoff Anderson – Geoff is owner of Sonic Sight, a corporate video production company. He presents on using video in business and is the author the Amazon Bestseller “Shoot Me Now – Making videos to boost business”. To find out more about Geoff and to learn about the 5 Mistakes to avoid when making videos, visit or visit