Day 20: The Main Course, 3rd Ingredient for Your Short Form Videos

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So far we’ve talked the following. The first ingredient for your viewer is the INTRO. In the INTRO you tell your viewer the problem you are solving in the video. This helps grab their attention and sets expectations.

Second, we talked about the INTRO BUMPER. The INTRO BUMPER is a short segment, typically 4-7 seconds that follows your introduction. The intro bumper serves two purposes.

First, it helps keep the attention of the viewer because it’s a change of pace … an interruption to the video flow.

Second, it’s a chance for you to reinforce what the video is about and add your branding if you so choose.


Today we’re talking about the MAIN COURSE … the content.

When you start off the MAIN COURSE, you can follow a couple of patterns but here is the core process. First, you want the viewers to feel welcome and let them know they are in the right place. Here are 2 examples of what you can do when starting the main course:

  1. If your video is a series (like these are) you can remind them of what you recently covered in the previous videos (to review as well as to potentially drive them to view the other videos)
  2. You remind the readers why the content you are about to share is important to them

Next, you deliver the content in an easy-to-follow, step-by-step manner. Make sure to speak to your audience in a way that makes sense to them. Don’t use confusing jargon or use fancy language just to use it. And keep the length of this section to 1-3 minutes.


For homework, review one of the videos you created as a part of this challenge. Reshoot the video applying this formula and compare the first video with the “redo” video. Was there any difference for you? Was the quality of the video different?

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Don Stanley
Strategic Marketing Coach

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