Why Polished Ads are Failing Brisbane Businesses
I’ve seen it a hundred times. A local business owner in Chermside or Coorparoo spends $5,000 on a professional film crew to make a 'corporate video'. They get high-definition shots of the office, slow-motion handshakes, and a script that sounds like it was written by a robot.
They post it online. Crickets. No phone calls. No new bookings.
Why? Because people don't buy from logos; they buy from people they trust. In the real world of Brisbane business—whether you’re a sparky, a physio, or a cafe owner—trust is the only currency that matters.
Behind-the-scenes (BTS) video is the fastest way to build that trust. It’s not about being 'fancy'. It’s about showing your customers that you actually know what you’re doing, you have a tidy workshop, and you’re the kind of person they’d feel comfortable letting into their home or office.
In this guide, I’m going to show you exactly how to use simple videos to get customers without spending a fortune on gear or wasting hours of your week.
The Data: Why 'Real' Beats 'Fake'
We look at the numbers for our clients every day. When we compare a polished, expensive ad against a raw video of a business owner explaining a job they just finished, the raw video wins almost every time.
Here’s why: 1. Attention: People scroll past things that look like ads. They stop for things that look like real life. 2. Trust: A slick ad can hide flaws. A video of you on a job site in North Lakes showing exactly how you fix a leaking pipe proves you’re the expert. 3. Cost: You already own the only tool you need—your phone.
Step 1: What to Film (Stop Overthinking It)
Most business owners tell me, "My business is boring. Nobody wants to see what I do."
You’re wrong. What’s boring to you is fascinating to a customer who is about to spend $2,000 with you. They want to see your process. They want to see that you show up on time, use the right tools, and clean up after yourself.
The 'Day in the Life' Framework
Don't try to be a movie director. Just document these three things:1. The Preparation: Show your team loading the van at 6:30 AM. It shows you’re organised and ready to work. 2. The Problem: Show the 'before' state of a job. Explain why the old setup was dangerous or inefficient. 3. The Solution: Show the finished result. This is where you show real business wins to prove to the next customer that you can solve their problem too.
Step 2: The Gear You Actually Need
If you spend more than $200 on equipment to start with, you’re wasting money.
Your Phone: If it was made in the last three years, the camera is better than what TV news used a decade ago. A Lapel Mic: This is the only 'pro' thing I recommend. Wind noise on a job site makes you look like an amateur. A $50 mic that plugs into your phone makes you sound like an expert. A Simple Tripod: For when you need to talk to the camera without it shaking.
Step 3: The 3-Minute Scripting Method
Do not write a script. If you read from a script, you’ll sound stiff and untrustworthy. Instead, use these three bullet points on a sticky note:
1. The Hook: "We’re here in Indooroopilly today fixing a roof that’s been leaking for three years." 2. The Value: "Most people try to patch this with silicone, but here’s why that fails..." 3. The Call to Action: "If your roof is doing this, give us a call on the number below."
That’s it. If you can explain your job to a mate at the pub, you can do this on video.
Step 4: Where to Put the Videos
You don't need to be on every platform. For most Brisbane businesses, you only need three:
Facebook: Great for reaching homeowners (35-65+ age bracket). Instagram: Perfect for visual work like landscaping, renovations, or hair salons. Google Business Profile: This is the most underrated spot. When people search for "Plumber near me", they check your photos and videos first.
I highly recommend using vertical videos on your phone for these platforms. It’s how people naturally hold their devices, and it feels more authentic.
Step 5: Handling the "I Hate How I Look" Fear
I get it. Most of us hate seeing ourselves on screen. But here’s the cold, hard truth: Your customers already know what you look like. They see you when you turn up to quote the job.
They aren't looking for a movie star. They are looking for a professional who can solve their problem. If you’re worried about your hair or your accent, you’re focusing on yourself instead of your customer. Focus on helping them, and the fear goes away.
The Timeline: When Will the Phone Ring?
This isn't a 'get rich quick' scheme. Week 1-4: You’ll feel awkward. You’ll get a few likes from friends. Keep going. Month 2: You’ll start hearing, "Oh, I saw your video on Facebook," when you go to quotes. This is the 'Trust Factor' kicking in. Month 3+: You’ll start getting enquiries from people who say, "I watched your video about X, and I have that exact problem."
What’s a Waste of Money?
Paying for 'Views': Who cares if 10,000 people in India saw your video? You want 50 people in Brisbane to see it. Focus on local reach. Fancy Graphics: Spinning logos and loud music just annoy people. Keep it simple. Professional Editing: For BTS content, raw is better. If it looks too perfect, people think it's a paid ad and keep scrolling.
Summary for the Busy Owner
1. Stop being invisible. Your competitors are winning because they are showing up. 2. Use your phone. Film 30 seconds of a job you're proud of today. 3. Be helpful. Explain why you're doing what you're doing. 4. Be consistent. One video a week is better than five videos in one day and then nothing for a month.
At Local Marketing Group, we help Brisbane businesses stop shouting into the void and start filming content that actually moves the needle. We don't care about 'likes'; we care about your bank balance.
If you want a hand getting started or want us to handle the strategy for you, contact us at lmgroup.au/contact.