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Video is a Great Way to Tell Stories and Connect with Customers. But How Do You Know You’re Telling the Right Stories?


Harry Hayes
Chief Content Creator
Content Puppy LLC










Harry Hayes headshotVideo marketing is growing at an exponential rate. According to Cisco Systems, video content was 73% of all Internet traffic in 2016, and will increase to 82% by 2021.

So it’s no surprise that business video is the fastest growing segment of Internet traffic. Companies of all size are creating video content for their websites and social media, posting video blogs, and linking videos to their email marketing.

The benefits: better page rankings, higher email open rates, greater click-through, and more customer engagement.

What About Small Business?

small_business marketingFor small businesses, video represents a huge opportunity—a way to level the playing field when competing against larger companies. With the latest cameras and technology, video production has become more cost effective than ever. Today, just about any size business can afford video. I can personally attest to that. My name is Harry Hayes, and I spent most of my career as an ad agency writer and creative director. I worked on Budweiser, AT&T, CDW, InterContinental Hotels and dozens of other brands. And today, my company Content Puppy is producing quality video content for a tiny fraction of what it used to cost.





It’s All About Storytelling

Harry Hayes with his video camera

Every day, I talk to small business owners about video. And believe it or not, their biggest concern isn’t about cost, it’s about the story. They ask me, “What should I say? What’s the right message?” That’s where my experience comes in. I usually start by asking questions about their business, their customers and their competition. What do they do? What do they make? What are they good at? What makes them stand out from the crowd? Then I develop a story—not just ANY story, the RIGHT story. The right story is not only interesting and engaging, it accentuates the right benefits or selling points. What makes your business different? What products or services are you known for? What’s so special about your employees? How are you connected to the community?

What Stories Work Best?

There are many types of stories small businesses can tell, which have proven effective time and time again. These are the most common (Click on the images to play the video types specified):


origin-storiesOrigin Stories How did you start your business? Did you run into problems getting it off the ground? Did you make mistakes? What did you learn from them? People love stories about overcoming adversity, and building success out of nothing. And most importantly, your customers will appreciate how you solved problems and made your business better over time.





product-storiesProduct Stories Another common approach is to talk about your products or your services. Video is an effective way to actually show whatever it is you sell, and demonstrate how it works. A good rule of thumb in video is SHOW IT, DON’T SAY IT. Never just talk about something when you can let viewers actually see it for themselves.





Customer Stories

Customer Stories These are stories about customer interaction or customer service. Have you gone above and beyond expectations to fulfill a customer’s needs? These are even more effective when told by the actual customer. That’s known as a testimonial video.





Inside-StoriesInside Stories People are naturally curious about how things work. So why not give them a behind-the-scenes look? This could be a factory tour, an employee video, or even a demonstration of how tools work, or interesting machinery.






how-to-storiesHow-To Stories Home Depot posts videos about the right way to paint a wall, how to refinish furniture, ideas for landscape design and more. The result: Home Depot is seen as a convenient resource.





Small business owners can take the same approach. Create a series of How-To Videos that relate to your business. Your customers will begin seeing you as a trusted expert.

How to Lower Video Costs

The easiest way to lower video costs is to bundle production together. Do more than one video at the same time, so you can enjoy the benefits of cost efficiencies.

There’s also another benefit of multiple videos—one idea for a video can turn into an ongoing series.

Many business owners create a YouTube channel, and post new videos on a regular basis.

For example, one of our clients—a landscape designer called Landscape DR—did a series of videos, with the theme “Cures for the Common Yard.”

By shooting and editing multiple segments at the same time, they were able to bring their cost per video way down.

Want to know more?




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