One of the most impactful pieces of marketing content I created was a three-part video campaign for our “Zippered Wallet” Online Course at Fine Leatherworking.
I developed this project from concept to final delivery by drawing on insights from our first successful course launch and applying what we had learned about our students’ motivations and challenges. Our target audience included serious leatherworking enthusiasts, small business owners, and professionals pursuing leathercraft at a high level. While they value mastery and craftsmanship, many balance those goals against time and efficiency, which we knew would be a key factor to address in promoting this more advanced course.
The format was a series of three original videos that I wrote, appeared in, shot, and edited myself. Two of the videos were distributed during the email campaign, and the third anchored the sales page. The first marketing video reframed a major objection: that advanced skills take too long to master. By showing how students would experience meaningful small wins while building toward greater results over time. The second video demonstrated, rather than just described, the benefits of focusing deeply on core techniques, such as edge finishing, which resonated strongly with our highly visual audience. The third video, placed on the sales page, set the tone for the course, positioned it as both a follow-up to the first program and a viable entry point for new students, and addressed concerns about prerequisites and accessibility.
The objective was to engage our audience during the campaign, address objections directly, and showcase the tangible benefits of the new course to drive registrations.
The impact of the campaign was clear:
- The videos boosted engagement throughout the email campaign, with strong click-through rates on video content.
- The sales page video increased time spent on the page and improved positioning for both new and existing students.
- The campaign contributed to a successful course launch, expanding our student base and reinforcing trust by proactively addressing objections.
This project demonstrated how I use strategic, audience-informed video content—built from concept through on-camera delivery—to engage potential customers and convert interest into measurable results.
Video One: Reframe
Video Two: Show, Rather Than Tell
Video Three: Right Positioning
