It is Sunday morning. You open your notebook to decide what this week's video will be about.
You have a list of 20 topics you gathered online: "5 mistakes when buying", "the trend of the year", "what nobody tells you". You read them again and none of them looks like your business.
You pick the one that sounds strongest. You post it, and on Tuesday you see it was watched by people who will never buy from you.
"There's always, always, always someone to buy something, always, worldwide. The problem is that there's no visibility."
Eric
Start with the person who buys from you
A good topic comes from one simple question: what problem does the person who buys from you have today? For example, if you sell a gardening course, your buyer lives things like these:
- the plants on the balcony dry out in summer;
- they don't know how much water a potted lemon tree needs;
- they bought expensive soil and saw no difference.
Each line of that list is a video. Just one, with one problem and its way out.
Why one topic
A short video lasts less than a minute. That is enough time for one problem and the way to solve it, and little more.
When the video talks about three things, the person watching can't find theirs and keeps scrolling. When it talks about their exact problem, they stop, because they recognize themselves in the first sentence.
Where the topics are
The best topics are closer than they look. They are in what your buyers already tell you:
- the questions they send you before they buy;
- the complaints you hear again and again;
- the doubts someone has right before paying.
What you take from this page
Before you think about the face, the scene or the music, write one sentence: today's problem is…
If you can finish it in your buyer's words, the video has a topic. If you can't, it doesn't have one yet, and no pretty picture will fix that.