How to Clarify Your Message Before You Hit Record (The Secret to Successful Business Videos)

When it comes to creating video content for your business, it’s tempting to dive straight into filming. After all, you've got a camera, a great idea, and the urge to start sharing.

But if you don't first take the time to clarify your message, you could end up wasting time, money, and energy, and your videos won’t deliver the results you’re hoping for. We tend not to even think about shooting a video without doing reams of pre-production first, so take it from us, it's all in the planning!

At Howell Media, we've seen time and time again that the most successful, high-converting videos all have one thing in common: a clear, focused message.

In this blog post, we'll show you exactly why getting crystal clear on your message matters, and how you can do it easily before your next shoot.

Why Clarifying Your Video Message Is Essential

In today's crowded online world, attention spans are short (like, really really short!).
You have just 3 seconds to grab someone's attention and make them care about what you’re saying.

Without a clear message, your video can end up feeling confusing, dull, or unfocused.
And when that happens? Your audience tunes out. Your leads don’t convert. Your investment in video doesn’t pay off.

Getting clarity on your message helps you:

• Target the right audience

• Create stronger emotional connections

• Tell a more powerful story

• Drive viewers to take action (buy, book, sign up!)

How to Clarify Your Message Before Filming

Here’s a simple framework we recommend using before you press record:

1. Know Your Audience

Who exactly are you speaking to?
What are their pain points, desires, fears, or dreams?
The more specific you are, the easier it is to create a video that feels personal and relevant.

Tip: Imagine you’re speaking to one ideal customer, not a crowd.

2. Define the Core Message

What’s the one thing you want your viewer to remember after watching?
Not five things. Not even three.
Just one powerful message.

Example:
Instead of saying, "We offer affordable, high-quality, eco-friendly video production,"
say, "We help small businesses grow with stunning video content that connects."

3. Map the Journey

Think about the flow of the video:

• How will you grab attention in the first 5 seconds?

• How will you build interest and keep them watching?

• What is the clear call-to-action at the end (visit your website, book a call, etc.)?

A video without a clear journey often loses viewers halfway through.

Struggling to Plan Your Next Video? We’ve Got You Covered!

If you're feeling overwhelmed trying to piece all of this together, you're not alone.
That’s exactly why we created our free resource, the Video Planning Playbook.

Inside, you’ll get:

Simple templates to map out your video message
A checklist for prepping your shoot like a pro
Pro tips on scripting, filming, and avoiding common mistakes

Download your free Video Planning Playbook here and take the guesswork out of your next video project.