Audacy, Inc

Robert Jarzen

Let’s be real. Most people would rather fight a bear than watch themselves on camera. Your voice sounds weird, your face has that thing it does, and you suddenly forgot how to smile. Welcome to the club.

So why are you reading this article in this magazine? Because today, if your business isn’t using video, you’re not just missing the train—you’re not even at the station. Video is changing the way we connect. It’s changed how your customers shop, how they learn, and definitely how they size up your business. More than ever, companies are putting a human face front and center—often the owner, the founder, or employees. Which means, like it or not, you’re stepping in front of the camera. Cue the panic.

Here’s the thing: audiences don’t want perfect. They want authentic. And confident. Those two words matter more than polished production or Hollywood lighting. If your audience feels you’re real, they’ll trust you.

“Video is changing the way we connect. It’s changed how your customers shop, how they learn, and definitely how they size up your business”

Now, confidence isn’t some mystical quality only actors possess. It’s built on simple habits. Stand tall. Slow down your speech. And for the love of business, don’t stare at the camera like it’s the IRS. Think of it as a friend—one who already likes you. Preparation helps too. Skip the long word-for-word scripts; bullet notes are your friend. They’ll keep you on track without making you sound robotic. Rehearse once, not twenty times. Over-rehearsing drains the life out of you. Your audience doesn’t want a teleprompter—they want a person.

What you wear also matters more than you think. No neon stripes or dizzying patterns unless you’re opening a circus. Pick clothing that looks intentional but doesn’t distract. Think about your brand. Are you polished and professional? Creative and relaxed? Your outfit should say it before you do.

When it comes to looking good on camera, forget Hollywood—use common sense. Natural light beats overhead light every time. Unless you’re filming a horror movie, avoid that shadow-from-the-heavens look. Keep the camera at eye level. Too high, and you look like you’re begging for approval. Too low, and you’ve got the double-chin FaceTime angle. Straight on at eye level gives authority and approachability. And smile—not the plastered “say cheese” smile, but the version you give when you’re genuinely enjoying yourself. Smile a little more than feels normal; it translates better on screen.

Here’s a secret: pros mess up constantly. They just cut the bad takes out. You’re allowed the same luxury. Don’t fear mistakes—flubs are often the best thing you can show. A stumble or laugh makes you human, and your audience loves human. Some of the best video moments happen when you don’t stick to the script.

And remember, you don’t have to be Brad Pitt. You just have to be the best version of you—on purpose. The camera exaggerates quirks, but quirks are what make people remember you. So yes, you’re a little weird. Good. We all are. That’s what connects.

Bottom line: you don’t suck. You’re just not used to seeing yourself the way others do. And the more you do it, the easier it gets. So go put yourself on video. Post it. See how people respond. Learn what works, laugh at what doesn’t, and get better each time. Because the truth is, your audience isn’t waiting for perfect. They’re waiting for you.