Why Most Brisbane Business Owners Are Scared of the Camera
I was sitting down with a cabinet maker in Brendale a few months ago. His work was incredible—custom kitchens that looked like they belonged in a magazine. But his Facebook page? It was a graveyard of stock photos and 'Happy Monday' graphics he’d paid a cheap agency to post for him.
I asked him, "Mate, why aren't you showing people the actual workshop? The sawdust, the precision cutting, the way you hand-finish those edges?"
He looked at me like I’d asked him to dance naked in Queen Street Mall. "It’s messy, mate. Nobody wants to see the guts of the business. They just want the finished product."
He was dead wrong. And if you think your customers only care about the 'finished product,' you’re leaving serious money on the table.
In the local Brisbane market, trust is the only currency that matters. Whether you’re a plumber in Coorparoo or a solicitor in the CBD, people aren't just buying a service; they are buying you. They want to know who is going to show up at their front door or handle their sensitive paperwork.
Behind-the-scenes (BTS) content is the fastest way to build that trust. But there’s a right way and a wrong way to do it. One way brings in high-quality enquiries; the other is a massive waste of your time. Let's break down the different approaches so you can stop guessing and start getting results.
Approach 1: The "Polished" Corporate Video (The Money Pit)
We’ve all seen these. A local business hires a camera crew for $5,000. They spend two days filming, they use slow-motion shots of people smiling at computers, and they overlay it with inspiring elevator music.
What it is:
This is the 'Hollywood' version of your business. It’s highly edited, scripted, and perfectly lit. It looks professional, sure. But does it actually make the phone ring?The Reality:
For most small businesses in Brisbane, this is a waste of money. Why? Because it feels fake. Your customers know your workshop isn't that clean. They know your staff don't sit around laughing at a pie chart every Tuesday morning.When a video is too polished, the 'trust' factor actually goes down. It feels like a commercial. And what do people do when they see a commercial? They skip it. If you want to see a better return, you should look into getting more customers using videos that actually look real.
The Verdict: Avoid this unless you have a massive budget to burn and just want something pretty for your website homepage. It rarely generates direct sales for local tradies or small shops.
Approach 2: The "Raw and Real" Phone Strategy (The Gold Mine)
This is the exact opposite of the corporate video. This is you, in your work gear, holding your iPhone or Samsung, showing a quick 60-second clip of a job you’re currently doing.
Why it works:
I worked with a pest control guy in North Lakes who started doing this. Instead of posting "10% off termites" graphics, he started filming himself in crawl spaces. He’d point his camera at a damaged beam and say, "Right, see this? This is what happens when you ignore that damp patch in the corner. We’re here in Mango Hill today fixing this up before the roof sags."His enquiries didn't just go up; the quality of the customers improved. People weren't calling to haggle on price; they were calling because they saw he knew his stuff. They felt like they already knew him.
How to do it:
- Don't overthink it: You don't need a script. Just explain what you're doing as if you're talking to a mate. - Show the 'Why': Don't just show a finished paint job. Show the three hours of masking tape and prep work that went into it. That’s where the value is. - Keep it local: Mention the suburb. "Just finished a big commercial clean over in Milton." It tells Google and your customers that you’re actually active in their area.If you're worried about the quality, remember that you can get more customers just by using what's already in your pocket. You don't need a film degree to make money from video.
The Verdict: This is the best approach for 90% of Brisbane small businesses. It’s free, it’s fast, and it builds massive authority.
Approach 3: The "Educational" Deep Dive
This is where you take a common question your customers ask and answer it while showing the process.
The Scenario:
Let’s say you’re a mechanic in Geebung. Every second customer asks, "Why is a logbook service so expensive compared to a basic oil change?"Instead of explaining it for the thousandth time on the phone, you film a 3-minute video. You show the 40-point checklist. You show the diagnostic tool plugged in. You show the specific filters you use versus the cheap ones.
Why this makes you money:
It handles objections before they even happen. By the time the customer calls you, they already understand your value. You aren't 'the expensive mechanic' anymore; you’re the 'thorough mechanic who does it right.'I’ve seen this work wonders for professional services too. A family lawyer in Toowong started filming short clips explaining how property settlements actually work. No jargon, just plain English. She became the go-to expert because she was the only one willing to pull back the curtain on a confusing process.
The Verdict: Highly effective for high-ticket services where customers need a lot of education before they buy.
The "I Don't Have Time" Myth
I hear this every single week. "I'm too busy running the business to film videos."
Here’s the blunt truth: If you have time to send an invoice, you have time to film a 30-second BTS clip. You are already doing the work. The 'content' is happening all around you. You just have to press record.
Think about it this way. If one 60-second video saves you from answering the same three questions on five different sales calls, that video just gave you an hour of your life back.
If you're still tempted to go out and buy fancy gear or build a studio, stop. You're just procrastinating. You can get a high-ROI rig for next to nothing that does the job better than a professional setup.
What Should You Film First? (The 3-Video Starter Pack)
If you’re ready to start but don't know where to point the camera, do these three things this week:
1. The "Meet the Team" Walkthrough: Walk through your office or shop. Introduce the people who answer the phones. Show the coffee machine. It sounds boring, but it makes your business human. 2. The "Problem We Just Solved": Show a messy situation (a burst pipe, a tangled mess of cables, a legal nightmare) and explain how you fixed it. People love a transformation. 3. The "Unboxing" or "New Gear": Got a new delivery of stock? A new piece of equipment? Show it off. Explain how this new tool helps you do a better job for the customer.
Common Mistakes to Avoid
- Spending too much on editing: I've seen businesses spend $1,000 editing a video that gets 10 views. It’s heart-breaking. Stop over-editing and focus on the message instead. Your customers don't care about fancy transitions; they care about the information. - Being too 'Salesy': BTS content should be about showing, not telling. Don't end every video with a 30-second aggressive sales pitch. A simple "If you need help with this, give us a buzz" is plenty. - Worrying about the mess: If you’re a landscaper, your boots are going to be muddy. That’s fine. It shows you actually work for a living. Brisbane people value authenticity over a suit and tie any day.
The Cost of Doing Nothing
While you’re worrying about whether your hair looks good or if the lighting is right, your competitor down the road is already posting videos. They are building a relationship with your potential customers.
In twelve months, the businesses in Brisbane that show their face and their process will be the ones with the waiting lists. The ones hiding behind stock photos will be the ones complaining that "Facebook ads don't work anymore."
How Long Until You See Results?
This isn't an overnight fix. You won't post one video and get twenty calls the next morning.
However, I’ve seen businesses see a noticeable shift in the type of enquiries they get within 30 to 60 days of consistent posting. You’ll notice people saying things like, "I saw that video you did on the retaining wall, can you do that for me?"
That’s the moment you know it’s working. You’ve moved from being a 'service provider' to an 'expert.'
What Should You Do First?
Tomorrow morning, when you arrive at your first job or open your shop, take your phone out. Spend 20 seconds filming what you’re doing. Don't edit it. Don't add music. Just post it to your business page with a caption saying where you are and what you're working on.
That’s it. That’s the start of your strategy.
If you want to make sure your efforts actually turn into bank deposits, we can help you map out a plan that doesn't involve you becoming a full-time YouTuber. We focus on what makes the phone ring for Brisbane businesses.
Ready to grow your business without the fluff? Contact Local Marketing Group today and let’s get your business in front of the right people.