Business Owners Are Failing at Video Content (How to Fix It)
If you’re a business owner who knows video matters but still struggles to stay consistent, you’re not alone. In this episode of The Video Lab Show, Caleb Hoover sits down with John T. Meyer, founder of Leadmore Coaching, for a practical conversation about content strategy, consistency, and why so many entrepreneurs make video harder than it needs to be.
John works with CEOs, founders, and solopreneurs who are trying to grow more predictable businesses. A big part of that growth, he believes, comes from creating content that helps people get to know you, trust you, and eventually want to work with you. And as this conversation makes clear, the problem is not usually that business owners have nothing to say—it’s that they overthink the process or wait too long to start.
Why Content Builds Trust at Scale
One of the biggest takeaways from the episode is John’s belief that content is one of the best ways to build trust at scale. For service-based businesses especially, people want to work with someone they feel like they know.
Content gives potential clients a chance to hear your ideas, understand your approach, and decide whether you’re the right fit before they ever send a message or book a call. That’s a huge advantage in a crowded market where trust is everything.
Content Makes You Better (Not Just Your Marketing)
Another standout point is John’s line: “Content works on you just as much as it works on the people you’re talking to.”
That idea really sits at the center of the episode. Creating content consistently sharpens your thinking. It helps you refine your message, become more confident speaking, and get clearer about what you actually believe.
In other words, content isn’t just marketing—it’s reps. And those reps make you better.
Stop Overthinking: Document, Don’t Create
The conversation also digs into a simple but powerful concept: document, don’t create.
John encourages business owners to stop acting like every post needs to be a polished production. Instead, capture what’s already happening. Share your process, your thoughts, your work, and your day-to-day experiences.
That could look like:
Filming before a meeting
Sharing a takeaway from a client call
Talking through an idea while on a walk
The journey itself becomes the content—and that’s what people connect with.
A Simple Framework: The 70/20/10 Rule
For those overwhelmed by what to post, John offers a practical framework: 70/20/10.
70% → Your core content (what your audience expects)
20% → Small tweaks and improvements
10% → Experiments (new formats, trends, or creative ideas)
This approach keeps your content consistent while still allowing room to test and evolve without feeling like you have to reinvent everything every time.
Focus on Conversations, Not Vanity Metrics
It’s easy to get caught up in likes, views, and follower counts—but John suggests looking deeper.
Instead, pay attention to:
Comments
Profile visits
Direct messages
Real conversations
Because at the end of the day, content isn’t just about attention—it’s about turning that attention into relationships and opportunities.
Where to Start If You’re Stuck
If you’re unsure where to begin, John’s advice is simple: answer the five questions you get asked all the time.
Those videos can:
Save you time
Educate your audience
Build trust quickly
Support your sales process
It’s one of the easiest ways to start creating content that actually works.
Final Thought: Start Now and Let It Work on You
The message from this episode is clear: you don’t need a perfect plan to get started.
Start where you are. Keep it simple. Stay consistent.
Because over time, the content won’t just grow your business—it will shape how you think, how you communicate, and how you show up.
