A client recently told me they knew video could help more people understand what they do and bring in the right clients. They just had no idea what to make first.

I hear some version of that all the time.

People start with the format: Should we make short videos? Start a podcast? Film a founder story? Do something for LinkedIn?

Those are production decisions. The more useful starting point is: What does someone need to understand about your business before they’d consider working with you?

Maybe they don’t know why your approach is different. Maybe they’re interested but have a question they’re hesitant to ask. Maybe they’ve heard of your firm but have never seen the people behind it explain what they believe.

Each of those points toward a different video.

Here’s a quick way to find yours. Write down:

Look for the overlap. That’s where I’d start filming.

I’ve been working on a free tool to help with this exact decision. It’s called the Video Opportunity Finder. Tell it about your business, your audience, and what you want video to accomplish. It researches relevant videos on YouTube and gives you five ranked ideas, with suggested openings and outlines.

Try the free Video Opportunity Finder →

This is still new, and I’d genuinely like to know how it does with businesses beyond the ones I’ve tested. If you try it, hit reply and tell me: Did it suggest something you’d actually make? Where did it miss?

One small heads-up: the form includes a checkbox for The Big Brief. If you’re reading this, you already subscribe, but you’ll need to check it to submit the form.

The tool can give you a starting plan. The real test is whether one of those ideas makes you say, “Yes. That’s a conversation I know we should be having.”

That’s a wrap for today, have a wonderful week!