If you’ve figured out who your audience is and where they’ll be watching your video, you’ve already covered some critical ground. But now it’s time to get to the heart of the matter. What do you want them to hear?

And here’s the catch—it’s not about what you want to say. It’s about what they need to hear.

One of the biggest mistakes brands make in video production is focusing too much on their own story, their own products, and their own success. Here’s the truth: Your brand isn’t the hero of the story—your audience is. Whether they’re your customers, donors, or the people you serve, your message needs to be about them. What’s going to make their lives better, easier, or more inspiring? That’s the message they need to hear.

Your Audience is the Hero

Imagine this. You’re watching a video where the brand goes on and on about how great they are, how long they’ve been in business, how their product is the best on the market. Are you engaged? Probably not. That’s because none of that information speaks to you personally—it’s just noise.

Now picture this instead. A video that starts by addressing a problem you face every day. It hooks you with a relatable challenge, walks you through the consequences of ignoring it, and then shows you how the brand can help you overcome it. This time, you’re paying attention, because it feels like they’re talking directly to you. That’s the difference.

Your audience doesn’t want to hear about how great you are—they want to know how you’re going to make their life easier, better, or more successful.

Name the Problem

Every great story has conflict, and your video should be no different. Your audience is dealing with some kind of challenge, whether they realize it or not. The key is to identify that problem upfront in your video.

Ask yourself:

• What’s keeping your audience up at night?
• What challenge are they facing that you can help solve?
• Why are they even in the room?

Once you’ve identified the problem, your audience will perk up. They’ll feel understood, and they’ll stick around to hear how you’re going to help.

The Solution is Simple

Now that you’ve got their attention, it’s time to offer the solution—your product, service, or idea. But remember, the focus is still on them. You’re positioning your brand as the guide that helps them navigate their challenge. Keep the message clear and simple, so they understand exactly how you’re going to help them succeed.

The best videos hit this balance perfectly. They name the audience’s problem, show the stakes of ignoring it, and present the solution in a way that feels natural, not forced.