Should Your Video Talk About You or Your Audience?
Mar 19, 2025Your audience, almost entirely. Credibility is earned by being useful, not by listing your background. The fastest fix is mechanical: go through the script and replace I, me, we, us and our with you and your. If a sentence cannot survive that swap, it was never for the viewer.
What does a self-focused video actually sound like?
The episode opens on a coaching client, a high level business coach, who had just produced a video with four minutes of his own background, experience and credibility up front. Chris's assessment is not gentle:
"He spent four minutes delivering a message that didn't empower the viewer." - Chris Schwager
He asked the coach what three things a viewer would take away from it. The answer came back as maybe a bit of credibility, maybe a little about who he is. Nobody sets out to make that video. It happens because talking about your own experience feels like establishing trust, and from the inside it is indistinguishable from doing so.
"People don't care about you. They care about what's in it for them." - Chris Schwager
What is the swap that fixes most of it?
Go through the script and replace I, me, we, us and our with you and your. Methodically, line by line. It is not a writing exercise, it is a find and replace, and it exposes every sentence that was never aimed at the viewer.
Chris gives the same introduction both ways in the episode. The first:
I've been coaching professionals for 20 years. I help businesses improve their mindset and performance. My background is in business development, which makes me an expert in this field.
And the second:
Have you ever felt stuck in your career? Are you looking for a way to break through and perform at your best? Imagine if you had a system that could help you get there faster.
Same speaker, same expertise, same length. The first asks to be evaluated. The second gives the listener somewhere to stand. That decision belongs in the script before you record, which is why clarity beats authenticity every time.
Can you still tell your own story?
Yes, and it is stronger when you do it properly. The trick is putting the viewer inside the story rather than beside it.
"I was once like you and I struggled with the same challenges and I found a way through it. Now I help others do the same." - Chris Schwager
That is the same biography as the four-minute version, delivered as a route the listener can imagine walking. Nothing has been removed, only reordered around who it is for. The same instinct is why showing beats explaining in a short social video.
Why is this so hard to see in your own writing?
Because you cannot read your own script as a stranger. You already know why each line is there, so the gaps close themselves as you read.
"We honestly think that our writing is the best thing in the world until we show someone else. And suddenly they don't understand it." - Chris Schwager
Which is the argument for having messaging worked with somebody rather than alone, and it is the first of the four pillars inside Ridge video coaching for exactly that reason. If you want the longer method, the full scripting structure is here.
Frequently asked questions
Does this mean you never mention your own experience?
You mention it, framed around them. Chris's version is a sentence with the viewer inside it: I was once like you, I struggled with the same challenges, I found a way through it, now I help others do the same. Same credentials, delivered as something the listener can stand inside rather than watch.
How do you know if your script is too self-focused?
Count the words. If I, me, we, us and our outnumber you and your, the script is about you. It is a blunt test and it works precisely because it does not rely on your judgement, which is the part that fails on your own writing.
How long can you spend on your background before people switch off?
Less than you think. The episode opens on a business coach who spent four minutes on his own background, experience and credibility. Asked what three things a viewer would take away, the honest answer was a bit of credibility and a little about who he is. Four minutes for that is a bad trade.
Why is this so hard to spot in your own script?
Because you already know why every line is there. Chris puts it plainly: we honestly think our writing is the best thing in the world until we show someone else. Clarity is the one quality you cannot assess from the inside, which is why messaging is worked with another person rather than alone.
Transcript
Read the full transcript
You're making it all about them, and the problem is if your video script is filled with I, me, we, our, or us, you're missing the mark. The truth is your audience doesn't care about you as much as they care about themselves, and the biggest shift you can make in your messaging is turning it around and speaking directly to them.
The way to truly connect in your video is going to be to I'm Chris Schwager, video coach and founder of the DIY Video Program, and I've spent decades helping professionals create high impact videos that build trust, generate leads, and drive business success. If you've ever felt unsure, or unprepared, or just plain awkward on camera, this is for you.
I'll give you the mindset and strategies to take control, build video confidence, so that you show up like a pro. It's time to make your videos work for you. If you've ever spent too much time in video talking about yourself, only to realize that people aren't engaging, this episode's for you. Messaging is everything.
It's not about you, it's about your audience. Today we're going to Dissect what works, what doesn't and how to shift your script so that it can transform your videos into powerful engagement tools. So here's an example of one of my recent coaching clients that I've just taken on a high level business coach.
He recently produced a video that he spent four minutes talking about himself. And his background and his experience and his credibility, which is fine if you want to put them to sleep. My question to him was, if you are the audience, what are the three key takeaways that you got from this video? And the answer he gave was maybe a bit of credibility, maybe a little bit about who he is, but did it take four minutes?
To figure all that out, credibility and trust is earned through showing up. But you've got to have something to say. So here's the real issue. He spent four minutes delivering a message that didn't empower the viewer. And that's a critical mistake. I see this all the time. It's really common and it's really difficult to see clarity when it comes to script writing.
You think your thing is so awesome. We honestly think that our writing is the best thing in the world until we show someone else. And suddenly. They don't understand it. It doesn't connect with them. It doesn't move them. And video messaging. There's one fundamental rule. People don't care about you. They care about what's in it for them.
When you make your video all about yourself, you're missing an opportunity to truly connect. Instead of listing your achievements, you should be addressing your audiences. Problems, their struggles, and how you can help them solve those issues. So let's talk about the simple shift that makes this all the difference.
Replacing I, me, we, us, or our with you and your, and it's easy to do. Replace it with you and your, so go through methodically do that. Your video script will be better for it. Think about the differences between these two introductions, for instance, right? I've been coaching professionals for 20 years. I help businesses improve their mindset and performance.
My background is in business development, makes me an expert in this field. Versus this. Have you ever felt stuck in your career? Are you looking for a way to break through and perform at your best? Imagine if you had a system that could help you get there faster. Right, see the shift. The first version is all about the speaker.
The second version speaks directly to the audience, engaging them right from the start. The power of speaking to the viewer is all about being far more effective. Like if you can wrap your story into this simulation, saying things like, I was once like you and I struggled with the same challenges and I found a way through it.
Now I help others do the same. That approach makes his. Messaging more educational, more relatable, and far more impactful. And the first priority in producing that video is about connection. It's not about him talking about himself. Your video is not about you. It's about how you can help them. The moment you make that shift, your engagement skyrockets.
Because now, instead of just listening to a story about you, your audience is seeing themselves in your messaging. So here's a couple of takeaways for script writing. Start with the viewer in mind. What are their problems and their challenges and their desires? How does your message help them? Number two, replace I, me, we, us, and our with the words you and your to make the messaging all about them.
And number three, if you want to share your story, do it in a way that includes the audience. I was once like you. And here's how I overcame it. Just quickly, if you're ready to take control of your video production, but feel stuck or unsure where to start, I have a solution. Our DIY video program simplifies video creation with a plug and play studio setup designed for professionals just like you.
Get high quality video at the press of a button. Check out the link in the show notes and let's make your video process effortless. Now back to the episode. So now, you know. Your video isn't about you. It's about them. The next time you write a script, take a step back and ask, am I making this about me or am I making it about my audience?
Replace I, me, we, our, and us with you and your, and your video is going to be that much more powerful when it comes to your messaging. If you found this episode valuable, share it with someone who really needs to hear it. And if you're ready to take the step into the video game, hit that subscribe button and leave us a comment below what's one shift.
You're going to make in your messaging. Thanks for listening to the DIY video for professionals podcast. If you enjoyed this episode, leave a five star review on Apple podcasts and Spotify and subscribe to us on YouTube. So you never miss an episode. For more resources, check out the show notes and follow me at Chris Schwager and see you on the next episode.
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