The first mistake I noticed that most clients make is putting a full stop after creating one video content. What I mean is that they will hire me and my team to shoot a brand video without considering the bigger picture—what to do next.

As a photographer, I find that being able to produce quality work is never enough. We are all service providers, and our job is to ensure that our subjects or clients feel at ease during a photoshoot. With this in mind, I find myself more at peace—putting aside my differences, stooping to my subject’s level and understanding them.

Sharing your process and knowledge helps your audience see you as an expert who wants to help, not just make a sale. When you focus on offering value, solving problems, and being open, it makes your brand more approachable. As a service provider, I’ve learned that offering helpful content first builds trust. Once your customers trust you, it becomes easier to build a lasting business relationship.

Because people remember stories more than numbers and statistics, if you look back and name some company videos you have seen in the past or chanced upon, you will most definitely remember the stories behind them. The thing about crafting a good story is… it resonates with human beings.

Sometimes, if we dig a little deeper into the messages behind our favourite books, shows, or audiobooks, we can pick up life lessons that will help us overcome our challenges and make us a better individual, someone who we are meant to be, our future self, and accomplish our goals. However, it is not as simple as it sounds.

Customers need to envision themselves benefiting from your products or services. If they can't, their interest—and likelihood of making a purchase—diminishes. Often, we assume we know what's best for our audience and create content based on that assumption. But reality proves otherwise.

Remember, friends, your journey and your process to becoming who you set out to triumph over the results. Please pay attention to the little things you encounter during your trip because they might open up new opportunities and choices.