Choosing the Right Video for Your Goals
- Josh Emerick
- Apr 21
- 7 min read
Updated: Apr 23
Why slowing down, asking better questions, and mapping your message can turn one video into a system that actually works.
It Always Starts With Curiosity
One of the biggest hurdles in video isn’t gear, budget, or even creative direction; it’s clarity.
We’ve seen it firsthand: teams want a great video, but not everyone is aligned on why they need one.
One person is pushing for cool visuals, another wants fast results, and a third hopes the content “just works” once it’s published.
But real impact? That starts with buy-in from your team and from us.
Because we can’t do our job well unless we truly understand yours.
The process only works when the doors open, when people share, and when we all get curious about what the story really is.
Some teams open up fast—we uncover a lot in a discovery call. Others need the space of a workshop to get everyone talking. Some don’t fully get it until we’re on set, filming interviews, and someone says something real, and suddenly, the story clicks.
Every time, the difference is the same: the right video doesn’t come from a great script or beautiful camera work.
It comes from clarity and alignment.
The Best Projects Don’t Start With a Brief. They Start With a Conversation.
At JECP, we’ve worked with all kinds of brands—startups, legacy companies, small teams, and solo founders. And most of the time, clients don’t actually know what kind of video they need. They just know they need something.
And they’re not wrong, video is powerful.
However, when the goal is unclear or the idea is rushed, even the most visually appealing content can fall short.
So, how do we avoid that?
We slow down.
We ask better questions. We select the right video for the desired outcome.
Storytelling First, Not Just “Deliverables”
We’ve had brands come to us asking for a brand film when what they really needed was a testimonial. Others wanted a polished ad, but hadn’t yet built trust with their audience. And often, the smartest move wasn’t a big one-off production, but a system of smaller, intentional films that built toward something bigger.
A helpful way to think about this?
The Marvel Cinematic Universe.
It’s not just the superhero content that makes it work—it’s how each film, TV show, and even behind-the-scenes feature adds to a larger story. Not every piece is a blockbuster. Some are setups. Some are subtle. Some just move the story forward.
But together, they create something massive—and more importantly, resilient.
One weaker film doesn’t ruin the arc. The whole story still moves forward.
That’s what we aim to build with our clients.
Not just content that looks good, but content that fits into a long-term strategy.
This is where we shift from filmmaker to advisor.
We don’t just ask, “What kind of video do you want?”
We ask, “What outcome are you hoping for?”
And then we help map the smartest way to get there.
Workshops > Discovery Calls
A discovery call is a great starting point—but a workshop is where things actually come to life.
In our workshops, we:
Help brands articulate their message and priorities
Find the story behind the surface-level goals
Get everyone on the team speaking the same language
Build a creative roadmap that serves you, not just the algorithm
This is also where we introduce our Myelinate Your Message framework.
It’s a system built to help brands build stronger pathways for connection, not just traffic.
The goal: Start with the strongest signal. Then build the rest from there.
Real Example: Twirl Bridal
One of our favorite client stories came from our work with Twirl Bridal.
From the very first call, their team felt seen and heard. We weren’t just there to make a video—we were there to understand the heart of their brand. That early trust led to one of the most meaningful workshops we’ve ever run.
Watch their story below:
Learn how a values-driven bridal brand uncovered clarity through our storytelling workshop process.
Outcome & Deliverables: This work led to a Signature Campaign package that included:
1 flagship brand film
4 commercial cutdowns for targeted ads
3 client testimonials with cutdowns for web/social
50+ thought leadership micro-films created with their internal team for long-term content and education use
That’s the power of getting clear—then building from the inside out.
Learn more about Consulting and Workshops here.
It’s Not Just About Making the Video. It’s About Making It Work.
We’re not in this to make “content.” We’re in this to create change.
That sometimes means recommending a smaller project with a higher return.
Sometimes it means slowing down to plan before we ever hit record.
Either way, our job is to create something that works—something that actually moves the needle.
Because here’s the truth: if we don’t help you succeed, we don’t get called back. And we want to earn the right to keep showing up.
Our clients stay with us because we build with them. That’s what makes this a relationship, not a transaction.
Choosing the Right Video: Common Formats and Their Function
Every video we make fits into a broader storytelling system, but each type serves a different role.
Choosing the right video can feel overwhelming, but it doesn't have to be.
Here’s a quick look at the core film types we use most often, how they function, and where they tend to have the most impact:
Brand Film – Great for mid-funnel trust-building or expressing your values to potential partners, hires, or clients. Think homepage or onboarding.
Testimonials – Perfect for landing pages or sales follow-up. Focused, specific, and high-trust.
Recruitment/Retention – Help with internal morale or hiring aligned team members. Usually short, clear, and culture-driven.
Micro-Films – Short, helpful videos for social, email, and ongoing brand-building.
Masterclasses/Thought Leadership – For brands that want to teach, lead, and scale their message long-term.
Email Sequencing Videos – Personalized video journeys to make clients feel seen and build post-sale momentum.
Our job is to help you figure out what to start with—and what will actually work.
How We Structure Films (So You Don’t Have To)
We’ve learned something over the years: most clients don’t show up knowing exactly what they need. They come with questions, goals, hunches, and that’s enough.
Our job is to help translate those into a thoughtful plan that maximizes their story, budget, and audience.
To do that, we keep things simple.
At JECP, we break our work into three core film categories:
Brand Films
These are story-rich, interview-driven pieces that dig into who you are, what you stand for, and why people should trust you. That might look like a mission-focused brand film, a recruitment story, a retention-focused culture film, or a testimonial that shows your value through a client’s eyes.
They’re connective and emotional, and when timed right, they can be the turning point in someone’s decision to hire you, join your team, or believe in your brand.
Micro-Films
Smaller films with a strong purpose. These FAQ explainers, thought leadership clips, or masterclass-style education pieces keep your message active, approachable, and ongoing.
They’re powerful in repetition, making them great for email sequences, social media, internal rollout, or any touchpoint where you need to show up more consistently without always going big.
Campaigns
This is when things get more layered. Campaigns combine multiple film types, such as a brand film + testimonials + micro-films, to support a bigger vision or strategy.
Maybe you’re launching something new, revamping your marketing system, or trying to tell a deeper story across multiple platforms.
These are less about a single message and more about momentum. We often help clients map these after a workshop or strategy phase, once we’ve gotten to know the heart of their brand.
Scaling the Work to Match the Need
Each of these categories—brand films, micro-films, and campaigns—can be delivered at one of three investment levels: Essential, Signature, and Curated.
We don’t expect you to know which tier you need on day one. That’s why we ask questions, learn about your goals, and help you decide where to begin. Sometimes the best path forward is a single piece. Sometimes it’s the beginning of something bigger.
We’re not here to sell the biggest package. We’re here to build what actually fits and works.
Whether we’re scaling down to focus on a single story or scaling up to support a multi-month rollout, the tiered structure gives us room to adjust based on timeline, creative depth, and what will make the most significant difference for your brand.
Why Lifetime Value Is the North Star
We don’t charge for time. We price for transformation.
We’re not trying to churn out content. We’re trying to build something that still delivers value a year—or five—from now. That’s why we don’t run the cheapest play, and we don’t say yes to everything. Our best work comes from alignment.
The goal is always long-term value for your brand, your audience, and your purpose.
A Client’s Perspective
“Hiring JECP gave me access to creative brains I didn’t expect. Their team helped develop ideas that took the project beyond what I imagined. I was initially nervous about not having everything scripted out in advance, but their flexible approach allowed for real creative freedom. The value isn’t just in the deliverables—it’s in the care, attention to detail, and passion they bring to every project. JECP is the best in the game!”
Kind words from Meg Pando of Makers Social (We delivered four ads for social and Google, as well as a Founder Films)
Want to Dig Deeper?
We wrote a comprehensive companion blog, "Are You Actually Ready for a Brand Film?"
It breaks down what a brand film is (and isn’t), how to know if it’s the right move, and how it fits into a larger system of storytelling.
If you’re unsure where to start or are trying to make smarter content decisions, start there.
Thanks!
As always, a huge thank you for taking the time to read and learn more about video marketing. We dedicate a significant amount of extra time to these blogs to give back. We understand the challenges of this work and commend you for your bravery and dedication in putting in the time to learn more.
Want help fast-tracking progress?
If you’re ready for a real conversation? We’re down to talk.
Josh Emerick | Founder of JECP
Filmmaker, Story Sculptor & Kind-hearted Rebel
josh@jecp.co | 7407047921
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