Business Film Booth

Business Film Booth Un corporate video production. Harness your people, personalities, products and culture to create highly engaging business video your audience will lap up

Your prospects can see AI content now. Don't be on THAT wagon.Substack has just showcased how the emerging culture is re...
18/08/2026

Your prospects can see AI content now. Don't be on THAT wagon.

Substack has just showcased how the emerging culture is responding to AI content.

It's going to hurt a lot of marketing efforts that thought this would never happen. Substack is the most visible of what's coming.

Open a post now and you can scan it for AI content. Human, AI-assisted or fully AI.

A green bar if a person actually wrote the whole thing.That went live on the 21st July. It won't be the last tool of its kind.Video will be next. I can't wait.

I shouldn't have to say this: it's not about being anti-AI per se (I use it for back end processes all the time) but about putting it in it's place.

It confirms what I've I've suspected for a long time: The buying public don't want this shoved in their faces without the ability for discernment .Two forces are converging to make this happen and neither are going away.

One is the law. The EU's rules start biting on 2 August. AI content has to be marked, and the fines reach 3% of global turnover. California's version arrived the same week. The UK doesn't have it yet but guess what? The platforms you're on are not made in the UK. So it's here now too.

The other force is the market (or maybe the culture?) Substack, Google and Meta are all doing the same thing because they see the value in fully human made content (ie that people will pay for).

Now think about what that does for sectors that require a high level of trust? Imagine in that environment being caught making fully AI content?

Do I need to elaborate? What else under the hood is being automated without human oversight? See what I mean?

The signal is everything.

We've all been told to pump out the content year after year.
That never meant any old thing.

That will still be the case but now the needle is swinging back in favour of those that break new ground, offer new insights and show up as human beings with opinions and skin in the game.

It's a new day dawning and you get to be ahead of it all by creating the trust infrastructure that converts.Let your competition continue to spray the internet with AI content til it hurts them.

Be the ones that still look human when the dust settles.

04/08/2026

You might be thinking; who is this guy? He can't know what it's like to run a big business.It's true to a point.

I run a small business which is in contrast to the businesses I serve which are - generally - much, much bigger than me.But one thing is the same: costs get measured first and foremost against not spending on those costs.

So I'm aware that everyone asks what video costs. But nobody asks what a slow sales cycle costs.This is the space I work in.

A six week sign up becomes three or four months, one meeting at a time, while your prospect quietly checks you out in the background and the decision making goes on in that space - not in meetings with you or your team.Sorry.

This is just the way the internet works now.Run the numbers. Ten million in pipeline. Move conversion by half a point, half, and that's fifty grand. A full point is a hundred.

Nobody puts that in a spreadsheet. It just shows up as a better quarter.

It's never a zero sum cost with video. It's what doing nothing is costing you.What's half a point worth in your pipeline?

28/07/2026

There are two types of prospect call. Same account manager. Same walk through. The only difference is what happened before the call.

One sales call, you spend the whole time convincing. The other, you're just confirming and address genuine objections.

The second one closes itself.

A cold prospect turns it into a battle: sceptical, comparing you to the three competitors, just waiting for a reason to say no.

A prospect who's already seen you being useful, and already seen other people rating you, turns up already sold.

The objections were handled before you ever picked up the phone.

Trying to convince prospects from zero in a sales meeting really is the hard way.

See how we do at businessfilmbooth.com/showcase

22/07/2026

With trusted service offerings, before anyone calls you, they do some quick research.

You will have done this yourself.

The question running through their head isn’t “Are these people good?” It’s: “Are these people going to make me look like an idiot for hiring them?”

Everyone on the shortlist can do the job. That was never the deciding factor.
If everything they find is you talking about you, that doubt doesn’t go away.

The moment they find other people vouching for you, it does.
Stop trying to look impressive. Start giving them a reason to believe they won’t regret picking you.

That’s what testimonial and authority content does

14/07/2026

Experts often worry they'll look like a hostage on camera.
Because instinctively we all know somehow that confidence = belief in what you're saying which = trust.

But confidence on camera isn't something you're born with.
Luckily it's a skill you can build in three simple tricks.

Build an alter ego: Don't go on camera as you, go on as a character. Give it a name. "Be confident" is impossible advice. "Be Milo" isn't.

Project: Think: you, plus twenty percent. It feels ridiculous from the inside. It looks completely normal on screen.

Kill the fillers: When you feel an "um" coming, pause instead. Silence reads as confidence. "Um" doesn't.

Start with one. Layer in the rest. Any one of these will improve you out of sight.

Or skip the practice reps. On a Showcase shoot, we coach you through all three (even for hostages) before the camera ever rolls.

27/03/2026

Be honest - how’s video actually working in your team?

Consistent?

Or a bit… stop-start?

Most teams I speak to are stuck somewhere in the middle.

So I’ve put together a simple system that fixes that:
https://businessfilmbooth.com/content-system

21/03/2026

I’m being absolutely flooded with AI editing and robo video tools right now.
You’ve probably seen them too.

All with the breathless - and to be fair, very slick - demos that make it look like you can dump in raw footage and get perfect content out the other side.
So I asked my editor Joseph (ex brand agency) to actually test a few properly against an edit we’d already done.

I’ve broken down exactly what worked, what didn’t, and how to actually use these tools without wrecking your output in this short video.

Short version:
They’re useful.
But they’re not ready to replace real editing - especially if your brand needs to look credible. It’s just doesn’t have any judgment or taste.

Bottom line:
Use AI to speed things up in the background only.
But don’t expect to trust it for fully automated robo editing.
It’s not even close - unless you want talking head and branded captions only.
But Descript and others like it have been able to do that for years

27/02/2026

Here's the backbone of the questions I use that aren't leading or so open that you get fluffy answers.

Testimonial content is still the most obvious way to solid social proof into your customer experience.

But getting useful, genuine answers is not as obvious as it seems.

Take your subjects on a quest into the past and compare it to today and you'll be 90% of the way there without making them feel awkward!

09/02/2026

Anyone can do it.
Having a backstop in the Booth to direct and coach you in presenting is all part of the service.

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