Video is everywhere—but not all video connects. This is so true, and it’s been a major stumbling block in my own marketing this spring. For years, I have been aware of the irony of a video content creator’s number one marketing media has been a weekly written LinkedIn Article. In my defense, there are good reasons for this.

Two, to be exact.

1. What do I need to say? - These articles are about complex Tahoe Truckee regional marketing tips and techniques. The easiest form of digestible delivery is a single, information packed, short, bulleted articles.
2. Who do I say it to? - The demographic I have been speaking to is mostly Boomers. Most of the business owners in our region were 50+, with a slight majority on the plus end of the age range. Now, in 2025 that is rapidly changing. So much so it is now time for BWCI to begin the change.

Believe me, just because I have the capabilities to whip out a video a day does not mean this is easy. I have been staring at a blank screen for the past two months and have consumed so much video on Meta, TikTok, and YouTube looking for inspiration, direction, and purpose, that I have become an expert of the 3-second swipe. YouTube makes me wait an entire 5 seconds.  I ask again and again, what can I bring to the screen that will be different, provide valuable information, and capture connections? Meanwhile, being sooooo tired of being talked at for ten minutes and they still haven’t answered the question or provided anything useful. It’s sales by torture, word whipping me into submission that just annoys me to know end.  If I get one more affiliate marketer pretending to be Josephine across the street telling me about how great her new nut milk apparatus will change my life I’m gonna….  

Leaving me with a post-video session and trying to write a script is becoming a daily lesson in insanity.

In other words,  “I feel your pain”

Lately there has been some light, and the plan is developing. The “what I need to say” has remained the same. What has changed is the who and how.  

So here’s where I’m at. In order to create video that connects, the story is essential. This is a basic marketing fundamental. This week my fav podcaster, SME podcast with Michael Stelzner’s guest, Mark Schaefer, on  How to Use Disruptive Storytelling to Thrive as a Marketer, coupled with another favorite resource, The Story Brand’s JJ Peterson’s new book, Marketing Made Simple.

Both have made the argument why just showing up isn’t enough anymore. It’s about how you show up and what story you tell.

What is your story

• Your narrative
• Where you tell the story
• Who tells the story

These are the three elements to a story and if you disrupt just one, you have a shot at the remarkable. For example. The Dollar Shave Club went viral because of where the story was told. Squatty Potty’s rainbow pooping unicorn was the narrative, poop and Dove's #ShowUs campaign disrupts the traditional beauty narrative by shifting the storytelling power to a diverse community of women.

I will let you know which one of these elements I plan to play with.  At least now I have a direction and a choice. I’m finally out of the floating abyss and paddling toward new waters. This spring, I’m focusing on Meta Reels, YouTube Shorts, and yes—even TikTok. The platforms may differ, but the message remains: tell a story that connects.

If there is a topic you’d like to hear more about by all means comment below or direct message, and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike, I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold

Master Creator

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