The Blog
Ideas worth filming
Straight-talking video marketing advice for North East businesses - what works, what converts, and what we've learned behind the camera.
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The Mid-Year Audit: Is Your Ad Strategy Working?
It's June. Time to assess.Should you keep running? Pivot? Scale?7 Questions to Answer1. Is cost per lead trending down?Month 1: £80Month 3: £60Month 6: £45Good. Optimisation is working.If trending up, something changed (audience fatigue, poor creative, targeting drift).2. Is conversion rate improving?Month 1: 20% of leads become customersMonth 6: 30% of leads become customersGood. Getting better at targeting quality.If declining, landing page or follow-up process is broken.3. Have we found winni
Read article →The Before/After Video Framework That Actually Converts
Before/after photos: GoodBefore/after videos: 3x betterWhy? You see the transformation, not just the result.The Video StructureIntro (5 seconds) "Meet Sarah. She had a problem..."Before (10 seconds) Show the pain. The insecurity. The struggle.Make people think: "That's me."Process (10 seconds) Show what happened. The treatment. The journey.Brief. Don't bore them with details.After (10 seconds) Show the transformation. The confidence. The result.But more importantly: Show their emotion.E.g. for a
Read article →Testimonial Script Prompts – What to Get Your Customers to Say on Camera
You know testimonial videos are powerful. The sticking point is often this: “What do we actually ask customers to say?”Most clients are happy to help, but they freeze the moment a camera appears. Having the right prompts ready makes the whole thing smoother and leads to much better, more natural videos.Why structure matters more than a perfect scriptYou don’t want your customers reading from a script. It usually sounds stiff and fake.What you want instead is: • A clear structure in your head • O
Read article →Podcast + Video – Get More From Every Conversation
Let me start with a quick case study on one of my clients; Tom. Tom started a podcast where each episode was around one hour. However, from this conversation we were able to form between 10-20 impactful clips. We filmed one podcast a week, which allowed Tom to have over 1 post every single day. The results? Tom has now amassed over 350,000 followers across social media and has been able to monetise both the full episodes and the clips being released. Why adding video to a podcast is so powerfu
Read article →Creating Real Urgency (Without Being Scammy)
Fake Urgency: "Limited time offer" (But the offer never ends)People see through it. Trust dies.Real Urgency: "Only 3 implant appointments available in January" (And it's true)People believe it. They act fast.Why Real Urgency WorksFake urgency signals dishonesty. Real urgency signals scarcity.Humans want what's scarce. It's basic psychology.If there's only one seat left, you decide faster.If there's unlimited seats, you can wait.Types of Real Scarcity1. Appointment-Based: You only have so many op
Read article →Explainer Videos – Make Complex Services Easy to Understand
If you’ve ever tried to explain what you do and watched someone’s eyes glaze over, you already know the problem.Some services are hard to describe in a sentence or two.That’s where explainer videos come in. They turn complex ideas into clear, visual stories that anyone can understand in 60–120 seconds.What is an explainer video?An explainer video is a short piece of content that walks someone through: • What you do • Who it’s for • The problem you solve • How it works • Why it mattersWhen an exp
Read article →Video Analytics: The 3 Metrics That Actually Predict Ad Success
You're celebrating 10,000 video views.But here's the truth: Views don't always matter.Three metrics matter. Everything else is vanity.Metric 1: Completion Rate (Most Important)What: % of people who watched the entire videoTarget: 50%+Why it matters: High completion rate tells Facebook "People like this. Show more people."Low completion rate tells Facebook "People don't care. Show fewer people."Algorithm favors high-completion videos.A 30-second video with 80% completion beats a 60-second video w
Read article →The Formula for Irresistible Offers (That Actually Convert)
The Wrong Offer: "Book a consultation"Generic. Risky. They don't know what they're getting.The Right Offer: "Free smile assessment: See exactly what's possible for your teeth (usually costs £150)"Specific. Low-risk. They know what they're getting.What Makes an Offer Irresistible1. Remove Risk Your prospect thinks: "What if I book and waste my time?"Remove that worry: "Free assessment. No obligation. Takes 20 minutes."2. Be Specific About What They Get Bad: "Free consultation" Good: "Free smile a
Read article →Product Demo Videos – Show, Don’t Tell
Explaining what you do is one thing.Showing it in action is another.A product demo video takes the guesswork out of buying. It shows potential customers exactly what you offer, how it works and why it’s worth paying for. For many North East businesses, this is the missing piece between “interested” and “I’m in”.What is a product demo video?A product demo video is a short, focused piece of content that walks someone through a product or service in a clear, visual way.It can be: • A physical produ
Read article →4 Common Objections to Video Ads (And How We Handle Them)
Objection 1: "I've Tried Ads Before and They Didn't Work"Translation: You ran low quality ads without structure, without testing, without optimisation.It's like saying "I tried running once and couldn't run a marathon, so running doesn't work."I always say, if the likes of Tesla, Apple and more importantly, your competitors are using social media ads, then they DO WORK. Solution: Different approach, different results. We use systematic processes: hook testing, weekly optimisation, landing page c
Read article →Testimonial Videos – Let Your Best Customers Do the Selling
You can tell people how good your service is.Or your customers can say it for you on video.One of those is far more believable.Video testimonials combine real people, real stories and real outcomes. They are one of the highest‑converting types of video content any North East business can create.Why testimonial videos work so wellPeople know marketing copy is written by you.They know a customer on camera has nothing to gain by lying.That’s why testimonial videos: • Build social proof and trust mu
Read article →How Facebook's Ad Auction Works (And Why Your Bid Strategy Matters)
Facebook doesn't let you "pick" your cost per click.It's an auction.Your bid is one factor. But not the only one.Understanding the auction means understanding how to win cheaply.How the Auction WorksWhen your ad is eligible to show:1. Facebook calculates: Your bid × Estimated conversion rate × Relevance score2. Whoever scores highest wins the auction3. You pay the second-place bid (not your bid)Key insight: You don't pay your bid. You pay what you need to outbid the competition.Example: • Your b
Read article →Corporate Video Production: Why Your North East Company Needs Internal Videos
You think video is just for social media.You're missing the entire corporate video market.Types of Corporate Videos1. Internal training videos2. Company culture videos3. Employee onboarding videos4. Product demo videos5. Safety training videos6. Town hall recordings7. Conference recordings8. Internal communicationsAll these things can save you precious time on repeat conversations with new employees. The ROIInternal training video: £2,000-4,000 to produceCost saved: 40 hours of in-person trainin
Read article →Why Testimonials Convert Better Than Your Sales Pitch Ever Will
One of the most important things we do for our clients is capture high production video testimonials from their clients: SOCIAL PROOF. You say: "We provide exceptional dental work."Customer says: "I was terrified of the procedure. Dr. Smith made me feel completely safe. My smile has changed my life."Guess which one sells?The Credibility GapYou're biased (it's your business).Customers are honest (they have no reason to lie).People believe people more than brands.This is called "social proof"-and
Read article →Event Video: Turn Your Conference Into Lead Generation Gold
Your North East business hosted an event.50 people attended.You took no videos.50 people know about it. Everyone else? No idea.You left massive opportunity on the table.Event Video Types1. Live event highlight reel (30-60 seconds)2. Attendee testimonials (15-30 seconds each)3. Speaker interviews (3-5 minutes)4. Event behind-the-scenes (30-45 seconds)5. Full event replay (30-120 minutes)Why Event Videos WorkSocial proof: Lots of people attended creates FOMO. People who didn't attend see what they
Read article →How to Write a Video Script That Converts (In 5 Minutes)
You think good videos just happen.They don't. They're written first.The Script Template (Copy This)[HOOK - 5 seconds]: State the problem or question[BODY - 15-20 seconds]: Explain 1-2 key points[CTA - 5 seconds]: Tell them what to do nextTotal: 25-30 seconds. Done.Example ScriptHook: "North East businesses are losing 40% of customers because they're not on video. Here's why."Body: "Video gets 5x more engagement than images. Customers are searching for you on Instagram and TikTok. If you're not t
Read article →The 7-Step Framework for Building Ad Campaigns That Actually Generate Leads
Most ad campaigns fail because they're built backwards.Businesses start with the ad, not the strategy.Here's the right order:Step 1: Define Your Ideal Customer (Target Audience)Who are you actually trying to reach?Not "people interested in dental work"-too broad.Specific: "Women 30–50, high income, concerned about appearance, searching for cosmetic dentistry"Define: • Age range • Gender • Income (if relevant) • Pain points • Where they spend time onlineThis targeting precision is 50% of your suc
Read article →The Hidden Cost of NOT Running Ads For Your Service Business (And Why Waiting Actually Costs You More)
You didn't spend on video social media ads last month because budget was tight.Rough month, revenue was down, marketing felt like a luxury.So you paused ads.Here's what actually happened: You lost money.The Math Using a Hypothetical Example Let's say you're a private dentist.Average patient lifetime value: £4,000Cost per lead from ads: £50Conversion rate: 30%Cost per customer acquired: £167Expected revenue per acquisition: £4,000ROI: 24:1 (for every £1 spent, you make £24)What Happened When You
Read article →Why Your Instagram Videos Stop Getting Views (And How to Fix It)
You posted a video on Instagram.72 views. 3 likes.Your competitor posted a similar video.2,400 views. 80 likes.Same platform. Same time of day. Different results.Why?The Hook (Everything)Instagram shows your video to 100 people first.If 30+ watch it fully, Instagram shows it to 1,000 more.If 300+ watch from this 1,000, Instagram shows it to 10,000 more.If 3,000+ watch of those 10,000, it goes viral.All of this hinges on one thing: The first 3 seconds.If the first 3 seconds don't hook people, 70%
Read article →The Psychology of Persuasive Ad Copy: What Makes People Click?
5 Principles of Persuasive Ad Copy1. Speak to Their Problem, Not Your SolutionWeak: "Professional dental implants" | Strong: "Eat whatever you want again"Weak: "Join our gym" | Strong: "Finally fit into those jeans"People don't want your service; they want the result your service gives them.2. Use Active VoiceWeak: "Consultations are available" | Strong: "Book your consultation today"Weak: "Weight loss is possible" | Strong: "Lose 20 pounds in 90 days"Active voice signals control and action. Pas
Read article →Ad Fatigue: The Silent Lead Killer (And How to Fix It)
Your ad was crushing it.50 clicks per day. Cost per lead dropping. Everything ticking away.Then it stopped working.The video quality is still great. The offer is still good. The audience is still right.So why?Ad Fatigue. Your audience is tired of seeing it.How Ad Fatigue WorksHumans habituate. Novel things capture attention; repetition kills it.The first time someone sees your before-and-after, it's interesting.The third time? Still relevant.The seventh time? They stop noticing.The tenth time? T
Read article →3 Types of Video Ads Explained: Brand vs. Direct Response vs. Hybrid
There are three ways to structure a video ad.Type 1: Brand Awareness AdsGoal: Make people remember your business existsWhat it looks like: • 30–60 seconds • Storytelling • Beautiful production quality • Focus on emotion and values • Slow buildExample opening: "At Smith Dental, we've been transforming smiles since 1995..."The problem: Almost nobody clicks. Nobody calls. It's designed for memory, not action.This is appropriate for luxury brands (Apple, Tesla) that don't need immediate response. Fo
Read article →The Real Cost of NOT Having Video Marketing for Your North East Business
You decided not to do video in 2026.You're going to save money. Smart thinking, right?Actually, you will probably lose more than you save.The MathLet's say you run a service business in Newcastle. Average customer value: £2,000.One customer acquired through video: £2,000 revenue.The video that brought them? Cost £800 to produce.ROI on that one customer: 2.5x return.Now, video doesn't get 100% of customers. But it gets SOME.If video brings you 3-5 extra customers per year? That's £6,000-£10,000 i
Read article →Why Video Ads Get 5x Better Results Than Static Images (Data Included)
We tested it.Same audience. Same budget. Same 7-day period.Static image ad: 1.2% click-through rateVideo ad: 5.8% click-through rateThe video got 5x more clicks.Why Video Wins (The Science)When you scroll past a static before-and-after photo, your brain processes it as information: "Oh, that's a result someone got."When you watch a video of someone talking about their transformation? That's different. That triggers emotion, belief, and action as well as human connection.Video forces engagement i
Read article →The 5 Types of Video Content That Actually Convert (For North East Service Businesses)
Not all videos are created equal.Some get 10 views and zero conversions.Others get 100 views and 10 conversions.The difference? The type of video.Type 1: Before/After VideosWhat it shows: Problem state → Solution → Result stateWhy it works: Visual transformation is powerful. People see themselves in the "before."Length: 30-45 secondsExamples: • Salon: Hair transformation • Gym: Body transformation • Dentist: Smile transformation • Renovation: Space transformationType 2: Problem/Solution VideosWh
Read article →The Complete Cost Per Lead Benchmark for Service Businesses in 2025
You're spending £1,500 on ads. You get 25 leads. Cost per lead: £60.But is that good?Without knowing your industry benchmark, you're flying blind. One niche might see £40 CPL as expensive; another might see £200 as a bargain.Industry Benchmarks (2025 Data)Here's what we're seeing across different service businesses: • Dental practices: £30–£80 per lead (cosmetic specialists: £50–£120) • Aesthetic clinics: £25–£75 per consultation • Physiotherapy: £20–£50 per inquiry • Premium gyms: £15–£45 per t
Read article →Why 73% of North East Businesses Are Losing Customers (And It's Because They Don't Have Video)
Your competitors are posting high production videos on social media.You're posting static images taken on your phone.Guess who's getting more customers?The Video Advantage73% of North East businesses say video marketing is critical. Yet only 27% are actually doing it.That's a massive gap. That's your opportunity.Here's the thing: Video isn't a luxury anymore. It's the difference between being visible and being invisible.The NumbersFacebook and Instagram prioritise video content 5x more than imag
Read article →Why 87% of Service Business Ads Fail in the First 3 Seconds
Your video ad is beautiful. The lighting is perfect. The before-and-after transformation is stunning...Yet 87% of people stop watching in the first 3 seconds.Here's the brutal truth: It's not your video's fault. It's your hook.Most service business ads open with the brand or a slow reveal. "Welcome to our clinic..." or "Hi, my names is..." or a long fade-in that costs you precious seconds and attention. By the time your actual message lands, most viewers have scrolled past.Why the First 3 Second
Read article →What Did DRAW Media Get Up To In February?
Obviously February is the shortest month of the year but nevertheless, it flew by in a whirlwind of cameras, travel, and big projects. From continuing our work with Tom’s Talks Podcast to filming in the sun-soaked Bahamas, it’s been another packed month. Here’s a look at what we got up to over the last few weeks.Keeping the Conversation Flowing on Tom’s Talks PodcastWe’ve been continuing to produce weekly episodes for Tom’s Talks Podcast, featuring guests such as Stephanie Hirst and Ben Hawkswor
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What Did DRAW Media Get Up To In January?
I'll be honest, January for ourselves and a lot of self-employed people can be a quiet period following that Christmas period whilst everyone is adjusting to getting back to work and normal routine. However, this January was different.Highlights from January:We filmed at the Ring Magazine Awards 2025 (basically the Oscars of boxing), covered the fight week of Misfits Boxing's 20th event between former UFC fighter Darren Till and Anthony Taylor, filmed and edited videos from the worlds largest in
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Why Your Videos Flop
Let me preface this with; there could be a number of reasons. However, one thing that has stood the test of time in keeping an audience's attention is story based content. There’s a reason people will lock in to a 2 hour film but won’t finish your 20 second TikTok and the reason is: Story. Benefits Of Story:🪄 Builds an emotional connection🪄 Brings authenticity🪄 MemorableThe Basics Of How To Structure a Story: 1. Set Up: Establish the character and what they want2. Conflict: What’s stopping th
Read article →3 WAYS WE USE DRONES IN OUR VIDEOS (AND PHOTOS)
Drones have revolutionised the way we capture video footage. They provide unique perspectives and angles that were previously impossible to achieve with traditional cameras. Drones have become an integral part of our kit bag and always provide that 'wow factor' to a video (when used correctly).In addition to capturing footage for entertainment, drones are also being utilised for inspections in a range of industries. Drones equipped with thermal cameras can be used to inspect buildings and struct
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What does a shoot with DRAW Media looks like?
All great things start with a plan. Not the most philosophical statement, but it's true!THE PRE-PRODUCTIONWeeks before the day of the shoot, we commence with stage one; the pre-production phase. This is where we get together, whether it be over the phone or over a coffee, and discuss everything. We will ask you for your idea, the purpose of the content, the expected outcome of the video and all the important things for us to be able to deliver to you the best possible service and final product.
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3 TIPS TO BOOST YOUR SOCIAL MEDIA
Gone are the days of having no choice but to pay for advertisements to grow your business. We're in a special time where anyone with ambition can use social media to grow a business from nothing to everything, with the right strategy. What do I mean by strategy? It's no good throwing every picture on your camera roll up onto your instagram story or posting pictures of the long walk you did with your dog on a page trying to sell clothings (true story). You need to have a clear and tunnel vision
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HOW TO MAKE EASY MONEY FROM HOME
Ok, so usually there's no such thing as 'easy money', however with a lot of spare time during quarantine I've found a couple of ways there is. When you google 'side hustles', 'make money from home' or 'passive income ideas', they all make it sound super easy. The most common results are 'just learn to copywrite' or 'just learn to web design', almost as if as soon as you've completed your free online course and watched a few youtube videos people will come flooding to your door throwing money at
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The June Round UP
WHAT I'VE BEEN UP TOIt feels good to be back! Lockdown rules are slowly beginning to be relaxed meaning June saw some actual (almost) normal work happening. At the start of June I did another shoot for UGD Apparel but this time I didn't have to use myself or family members as models, instead I went down to the Quayside and Ouseburn in Newcastle Upon Tyne to get some product photos with the two models, Amy and Gemma. Towards the end of June I worked with UGD Apparel again shooting their new range
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Black Lives Matter.
Today the people of Newcastle Upon Tyne gathered at Grey's Monument to for the Black Lives Matter protest. Petition for mandatory life sentences for police brutality - https://www.change.org/p/department-of-justice-mandatory-life-sentence-for-police-brutality?fbclid=IwAR3feKIUOSckApv-pOs2Mbb18MOWKg2xdbzlR24GRmfqDSBAwWwbbZEe9AYJustice for George Floyd petition - https://www.change.org/p/mayor-jacob-frey-justice-for-george-floyd?source_location=search_index&algorithm=promoted&original_footer_petit
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The May Round Up
WHAT I'VE BEEN UP TOAnother month in lockdown. Although lockdown rules are starting to loosen, I imagine it will still take a while for the photography and videography work ball to start rolling fully again. So, once more we find ourselves with plenty of free time to fill. This month I decided to enrol on some free courses to improve my knowledge and get some certificates to whack on my LinkedIn too (connect with me here https://www.linkedin.com/in/drawmedia/). The first course I did was the ‘So
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The April Round Up
WHAT I'VE BEEN UP TOWith a huge dip in work due to the National lockdown, a bunch of free time opened up, leaving me with few options. One option was to binge watch Netflix series and let DRAW Media go stale on the side until all this blows over or I could use this time to improve my knowledge, develop plans and prepare for when life is normal again. I’m not going to lie, the first option was the one I chose for a period of time and will still choose this option on some days, which is fine, this
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