FSB WEBINAR · 27 AUGUST · 10:00–11:00AM
HOW TO CREATE A VIDEO WITHOUT THE CRINGE With Jeremy Mason and Ann Scott
CHAT PROMPT
"What's the video you've been meaning to make for months but still haven't?"
IN 1 HOUR, YOU'LL KNOW 1 Which video you're making 2 What you actually need 3 Why you've been overthinking this
"Your first video will be seen by about 12 people. And that's exactly why you should make it today."
WHY YOU'RE NOT ON CAMERA 01
02
03
SCARED OF THE CAMERA
TRIED IT. GOT NOTHING
THINK IT'S TOO COMPLICATED
You hate the way you look on screen, and you're convinced everyone watching will cringe too.
You posted one video, got three views, and decided this whole thing just doesn't work for you.
You're waiting for the right kit, the right editing skills, the right setup — before you'll even start.
37%
say not knowing where to start is the single biggest reason people never make a video — bigger than cost, bigger than time. Wyzowl / SellersCommerce, 2026 video marketing survey
HOW IS IT HELPING SOMEONE IF YOU KEEP ALL YOUR EXPERTISE IN YOUR HEAD?
AN IPHONE. A WINDOW.
1 in 10
Cost isn't the real barrier anymore — only around 1 in 10 people who haven't started still say it's about money. SellersCommerce, 2026
YOUR FIRST THREE VIDEOS
EVERY BUSINESS NEEDS THESE 3 VIDEOS INTRO
PROBLEM-SOLVING
AUTHORITY
The first video a stranger sees — who you are, who you help.
For someone weighing you up — answers the question they keep asking.
For someone ready to buy — shows what working with you looks like.
VIDEO 01 · 60–90 SECONDS
THE INTRODUCTION VIDEO THE HOOK
WHO YOU HELP
Open by naming who this is for and the pain they're in — specific enough that they think "that's me."
Say exactly who you serve — the more specific, the more it lands with the right person.
THE PROBLEM YOU SOLVE
WHO YOU ARE
Paint the situation they're stuck in right now, in their own words — show them you understand.
Close with your name and how you help — short, plain, no jargon.
BRINGING IT TO LIFE
TWO INTRODUCTION VIDEOS SERVICE BUSINESS · PLUMBER
PRODUCT BUSINESS · SKINCARE
HOOK "Boiler making a noise it shouldn't? You're not alone — and it's usually one of three things."
HOOK "If your skin flares up every time you try something new, this one's for you."
WHO YOU HELP Homeowners in [town] with ageing heating systems.
WHO YOU HELP People with sensitive skin who've given up on skincare brands.
PROBLEM YOU SOLVE Cold houses, panic calls, and engineers who never show up on time.
PROBLEM YOU SOLVE Wasted money on products that irritate rather than heal.
WHO YOU ARE "I'm Dave, I've fixed boilers round here for 15 years."
WHO YOU ARE "I'm Priya, I make small-batch skincare for reactive skin."
71%
believe videos between 30 seconds and 2 minutes are most effective — long enough to say something, short enough to actually get watched. Wyzowl, 2026
VIDEO 02
THE PROBLEM-SOLVING VIDEO ITS JOB
NO FAQS YET?
Builds trust alongside the Intro and Authority videos — proof you know what you're talking about.
Steal the questions from YouTube comments, Reddit threads, or your socials — your audience is already asking.
ONE QUESTION, ONE VIDEO
THE SWEET SPOT
Answer it, and only it — that's the whole video. Resist the urge to add three more points.
60–120 seconds, vertical for socials — keep a batch going and you'll have a library of FAQs within a month.
VIDEO 03
THE AUTHORITY VIDEO ITS JOB
NAME THE NUMBERS
Objection-busting — it's the video that answers "but can they actually do it?" after the Intro and Problem-Solving videos have done their job.
Not "we boosted their results" — "we took them from 12 to 340 leads in 6 weeks." Specificity signals credibility — vague claims read as invented, precise ones read as lived.
SHOW YOUR THINKING
WHY IT WORKS
Let people see how you approach a problem — it's what gives them a feel for what working with you is actually like.
The similarity principle — people trust people they see themselves in. A client's story lets a prospect think, "that's my problem too."
BRINGING IT TO LIFE
TWO AUTHORITY VIDEOS SERVICE BUSINESS · PLUMBER
PRODUCT BUSINESS · SKINCARE
THE CASE STUDY "Three engineers had already been out to this leak and missed it."
THE CASE STUDY "One customer had tried nine products in a year before finding us."
THE NUMBERS Found and fixed in 40 minutes — no return visit, no second invoice.
THE NUMBERS Redness gone in 11 days, verified with her own before/after photos.
SHOW YOUR THINKING Camera on the pipe as he explains why the others looked in the wrong place.
SHOW YOUR THINKING Walk through the ingredient she reacted to, and why this formula avoids it.
THE LINE "This is the third time I've seen exactly this fault this month."
THE LINE "She'd almost given up on skincare completely — this is why we tested every batch on reactive skin first."
"One of my biggest client contracts actually came from some of the worst videos I ever made — they said they chose me because I came across as approachable and genuine, not like a big, corporate, templated trainer."
— STEVE CARROLL, OCTOBER PROJECT SOLUTIONS
88%
of consumers say authenticity matters when deciding which brands they support. Authenticity now matters more than polish. Stackla, 2024
BEFORE YOU GO OFF AND RECORD
WHAT IT'S ACTUALLY DONE FOR OTHERS ON THE NUMBERS
ON MOMENTUM
ON VISIBILITY
"Since putting videos out on social media, we're getting way more traction — far more comments, way more reshares — compared to just text and images. It's helped massively."
"If I hadn't started, it would probably still be something pushed into the future. Now I'm in pre-production, and I understand the roadmap that gets me from where I was to where I want to be."
"It's made me more recognisable in my industry. People have come up to me at conferences and said, 'Are you that woman on LinkedIn?' — and that's been really good for business."
— KRISTY DAVIS-SUMPTER, ZEST CONSULTING
— ANDREA WHITE, AW FIRE — RUSSELL GILBERT, SANDY ATOM
RECAP 1 You know which video you're making 2 You know what you need 3 You know why you've been overthinking this
A GIFT FOR YOU.
FROM TODAY TO MOMENTUM
YOUR NEXT STEPS 01
02
03 RECORD YOUR FIRST VIDEO
A 1-hour confidence reset to record your first clear on-camera message — free.
A 1-hour reset to fix your hooks and stop your videos getting ignored — free.
BIT.LY/VIDEO_UNLOCKED
BIT.LY/NO_MORE_CRICKETS
This week. Pick a trigger — a day, a time, a thing that happens right before you record — and use it.
Ready to turn views into enquiries? Client Magnet Method is the natural next step after these two — bit.ly/Client_Magnet_Method
REGISTER FOR THE VIDEO CLINIC 17 SEPTEMBER 2026 · 10:00–11:00AM Send your video in. Jeremy reviews it live and tells you exactly what to change. Feedback on your video, not generic advice.
Know what to fix before you post.
Leave with a video you're happy to publish.
Stop second-guessing how you come across.
£20
£30
20
FSB MEMBERS
NON-MEMBERS
PLACES, MAX
EXCLUSIVE · 20 PLACES ONLY Link in the chat. Beth at FSB will follow up by email.