Here’s a question nobody asks when they start doing video: who exactly am I making this for?
Most business owners answer that with something like “business owners” or “entrepreneurs” or “anyone who needs my services.” And that’s exactly why their videos get watched by a lot of people — and convert almost none of them.
The wrong person watching your video isn’t just wasted time. It’s actively working against you. Because when you try to speak to everyone, you end up saying nothing that resonates deeply with anyone.
Come with me!
The Audience Trap
I’ve seen this pattern hundreds of times. A business owner creates genuinely good content — solid advice, well-delivered, professionally shot. The views start coming in. The comments are positive. They’re feeling good about it.
Then I ask them one question: how many clients have you closed from those videos?
Silence.
The problem isn’t the video. The problem is the audience. They’ve been optimizing for reach when they should be optimizing for resonance. There’s a massive difference between a video that gets seen and a video that gets someone to pick up the phone.
Reach is about volume. Resonance is about precision. And for professional services business owners — financial advisors, lawyers, coaches, IT consultants — precision wins every time.
The One Person Rule
Here’s the principle I apply to every video I help create: write for one person. Not a demographic. Not a target market. One specific human being with a specific problem that’s keeping them up at night.
Give that person a name. Let’s call her Linda. Linda is fifty-four years old. She runs a seven-million-dollar accounting firm in New Jersey. She’s been in business for twenty years and she’s watched three competitors she used to laugh at now dominate LinkedIn. She knows she needs video. She’s terrified of the camera. She doesn’t know where to start.
If your video speaks directly to Linda — her fears, her frustrations, her specific situation — what happens? Every Linda out there watches it and thinks: this person gets me. This is who I need to talk to.
That’s not a view. That’s a lead.
How to Narrow Your Audience Without Losing Business
The fear most business owners have is that if they get too specific, they’ll exclude potential clients. It’s the exact opposite. The more specific your video is, the more powerfully it resonates with the people who are actually right for you — and the more easily it filters out the ones who aren’t.
Think about it from the viewer’s perspective. You’re scrolling LinkedIn and you see two videos. The first one says: “Video marketing tips for business owners.” The second one says: “Why financial advisors with twenty-plus years of experience struggle to get clients on LinkedIn.” If you’re a financial advisor with twenty-plus years of experience, which one stops your scroll?
Specificity creates recognition. Recognition creates trust. Trust creates clients.
The Three Questions to Find Your Real Audience
Before you record your next video, answer these three questions honestly.
First: who is the one client type you do your absolute best work for? Not all clients — the specific kind where you consistently get great results and genuinely enjoy the work.
Second: what is the single most painful problem that person faces right now? Not a general challenge — the specific thing they’re losing sleep over this week.
Third: what do they believe is causing that problem — and what’s actually causing it? The gap between what they think the problem is and what it really is? That gap is your video content.
Your job isn’t to be interesting to the maximum number of people. It’s to be irresistible to exactly the right ones.
The Bottom Line
Stop measuring your video success by how many people watched. Start measuring it by whether the right people watched. A video seen by five thousand strangers does less for your business than a video seen by fifty of the exact prospects who need what you offer.
Get specific. Name your person. Speak directly to them. The rest of the world might scroll past — and that’s completely fine. Because the ones who stop? They’re already halfway to becoming your next client.
That’s it for today. Before you go, don’t forget to give us a like or leave a comment, and, if you haven’t done it yet, subscribe to our channel to stay informed about everything related to video for business.
See you in the next Video Lion!
To learn more about video for business, go to: https://www.leibproductions.com/