3 Must-Do’s for Your Online Video (Hint: They’re Not Technical) - Christine Kane


t’s not a secret. Online videos may be the fastest way to build the know-like-and-trust factor that builds a client-base and a business. It’s like having a one-on-one conversation with your ideal client, but on a one-to-many scale. It gives you a voice, positions your message and lets your ideal client know you’re out there.

These three tips will help you put your best foot forward, for what may be your prospect’s first impression…

3 Must-Do’s for Your Online Video (Hint: They’re not Technical)

1 – Know your purpose.

Before you start, get clear:

What do you intend to accomplish with this video?

What do you want your audience to be, do or have as a result of watching it?

Do you want your audience to be inspired, learn a new skill, opt-in to your email list or register for an upcoming event?

This step is for YOU. Your statement of intention isn’t necessarily part of your video, but is the clarity point around which it’s organized.

Clearly defining your intentions naturally guides what to include or exclude, how to plan for your video, and what your final call to action is. It’s like a container for your video’s content.

As you create your video, you then have a guideline to decide: Does this fit into, or belong in the container? Is it in alignment with my video’s purpose?

And keep it simple… ONE purpose or call to action. A confused audience doesn’t act… If you try to do too many things with your video, your target audience, faced with too many options, may do… nothing.

 2 – Make an outline.

Create a plan – a structure or format that your video will follow.

I typically open with an intro segment. This is often a story – from my past, or my clients’ histories. Or I’ll briefly explain WHY I’m covering the topic.

Then I move into the teaching or “content” portion.

When you’re getting started, I recommend limiting your content to three points. Limiting yourself makes it easier on you, prevents you from delivering too much content, and – weird, but true – our brains like three’s. It’s why so many speakers teach 3 steps!

After that, plan how you’ll wrap it up…

Confession: This is the part that trips me up the most.

Sometimes I’ll get to the end of a video shoot and my camera guy will say, “Uh, you didn’t take the horn out of your mouth.”

He’s paraphrasing Miles Davis, who – when John Coltrane complained that he didn’t know how to put an end to his long saxophone solos – simply said: “Take the f*%king horn out of your mouth.”

So, um, yeah – plan how you’re gonna take the horn out of your mouth.

Knowing ahead of time how you plan to wrap up the video nixes the tempting ramble. It’s a great advantage.

3 – Be real.

There is so much technical advice out there on how to slick-up your production value. If you were to follow all the advice out there, you’d be modulating the pitch of your voice here, gesticulating wildly there, and just generally not being yourself.

Chill. What carries across the screen more than any other aspect of your video is you showing up authentically and wholly as YOU.

Trust. The people who are your tribe, that will vibe to you, will do so because of who you ARE and how you serve, NOT what you’re wearing or what’s in the background of your video. Or how often you wave your hands around.

Be natural. Talk as if you’re having a conversation with one, dear friend, someone for whom you care deeply – because you do. You wouldn’t do what you do, jump through all the hoops an entrepreneur must, if you weren’t absolutely passionate about the people you serve.

Bonus tip: Even with preparation, it can be challenging to muster the energy and presence to get in front of the camera. Some of my clients have had great success buddying up with a friend or supporter. Joining forces with another entrepreneur with similar needs – or even a sincere friend who can point and shoot – is sometimes all the nudge you need to go from thinking about making a video, to getting it done!

So now I want to hear from you – what’s your favorite tip for making on-line video? What have YOU learned from the trenches?


  • Kelly

    As a professional video producer, here is my biggest tip (outside of Christine’s great tips): Start with a smile and end with a smile. It feels goofy as heck, but it looks “normal” on video. The reason is, we are used to watching media professionals, and they are taught to start and end with a smile. Otherwise you look kinda low energy or blue or like a deer in the headlights. You may have to practice transitioning from smiling to talking in the mirror a few times, but you’ll get it. Good luck!

  • Gail Gaspar

    Perfect timing! We want to be heard yet with a new medium, it’s a challenge to put the video where our mouth is. Thanks for the encouragement, for breaking it down and the reminder to blow the horn. I’m in, watch for it!

  • Alexandre L’Eveille

    After two passes through UYB, after the last live event I went to a couple of years ago, I finally got my sh*t together and did it! Making the first one was tough. I took an online video course (too complicated). Finally I just got a remote mike, set up the iPad and practiced on the delivery. I’m not naturally charismatic or a performer, so being natural and comfortable was a challenge. Then, I set up a time to get a blow out and professional (natural looking) makeup done, since I wanted to look vibrant not tired. Ran through it several more times, edited the video and I’m happy with it. Part Two of my plan was to do this on a regular basis (get set up, makeup and hair, and knock out a few at a time). Unfortunately, part two is where I lost the thread. But it will get done this year! Now that I have done it, I know I can.

  • Kelly

    Thanks for the much needed nudge Christine. I appreciate all 3 tips but needed to hear the last tip to slow down my heart rate. 🙂

  • Roxane Lessa

    I’m a just do it gal. I have promised myself to make a short how to video to put on my blog each week. My purpose is to build my tribe, and get ready for shooting content for my online classes. My students love it!

  • Sandy Rees

    I was really timid at first about video. But I find that the more I do it, the more comfortable I get. And the more I do it, the more it puts me out there, which is a good thing. 🙂

  • Dorothy Suter

    I just recently learned to make videos on YouTube with my laptop camera. Not the best production, but at least I got up the nerve to record myself and say something! I kept mine short, and I will use your three steps in the future. I’m looking forward to continuing to develop content and getting my message out there. So my favorite tip: Just do it! (It’s fun!)

  • Maggie

    Delivering an art course on line is one of my biggest goals this year. And I’m terrified! So this was a perfect newsletter to receive today!