The best promo videos I have made all had one thing in common: a clear plan before anyone pressed record. Not a fifty page script. Just a clear idea of who it is for, what it needs to say and where it will be seen.
Planning is included with every business video I produce in Liverpool, and this is the process I walk clients through. Use it to get your ideas straight before you speak to any videographer.
The short version
- Pick one goal. Bookings, enquiries, recruitment or awareness.
- Know your viewer. Who are you talking to, and what do they care about?
- Say one thing well. One clear message beats five rushed ones.
- Plan the shots. People, places and moments that prove your message.
- Plan the versions. Landscape for the website, vertical for social.
1. Start with one goal
What should happen after someone watches? Book a table, request a quote, apply for a job, trust you enough to call. Pick one. It shapes everything else, from the length of the film to the final line on screen.
2. Know who is watching
A video for potential customers sounds different from one for investors or new recruits. Write down who you are talking to and the questions they would ask you. Those questions are usually the best script you will ever get.
3. Find your message
Try to sum up the video in one sentence. “We make the best coffee in the Baltic and we know every regular by name.” If you can say it simply, the video can show it clearly.
4. Show, do not just tell
List the people, places and moments that prove the message: the team at work, a happy customer, the product being made, the view from your terrace. These become the shot list. Real people doing real things are far more convincing than anyone saying how great they are.
5. Choose your voices
Will it be a founder interview, customer testimonials, a voiceover or just music and visuals? Interviews feel personal and authentic. If someone is nervous on camera, I prep the questions with them beforehand and keep it relaxed on the day.
6. Plan where it will live
A two minute film for your homepage, a thirty second cut for ads and a handful of vertical clips for Reels and TikTok can all come from the same shoot, as long as we plan for them. Vertical clips are framed properly on the day, not just cropped afterwards.
7. Plan the day
Book the locations, pick a time with good light and fewer interruptions, and let the team know what is happening. I bring my own lighting and audio and keep disruption to a minimum, so your business can carry on around us.
Your promo video planning checklist
Before you brief
- One clear goal
- Who is watching
- Your one sentence message
- A list of people, places and moments
- Where it will be posted
Before the shoot day
- Locations booked
- People on camera confirmed and prepped
- Logos and brand guidelines sent
- Team told what is happening
Questions businesses ask
How long should a promo video be?
Usually shorter than you think. A main film of one to two minutes works well for a website, with shorter cuts for ads and social. The goal decides the length.
Do I need a script?
Not always. Many of the best business films are built from relaxed interviews and real footage. Planning is always included, and a full script can be added when a project needs one.
What if I do not know what I want yet?
That is completely normal. Tell me what you want the video to achieve and we will shape the idea together.
More guides for businesses: How much does a business video cost? and Video ideas for small businesses.
Got a video in mind?
Tell me the idea and let’s shape it together
Send me what the video is for, where it will live and when you need it, and I will come back with a plan and a clear quote.