The 60 Second Podcast

Jesse Sieff, Founder of Sieff Studios, Video Strategist, ICF Media Coach, USMC Veteran, and Chief Marketing Officer at Service to Success

• Matt McCoy

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“The #1 Mistake People Make About Media” — with Jesse Sieff

When people think about video content, they often think expense. But Jesse Sieff wants to change that. In this episode, Jesse breaks down the biggest misconception in the media strategy and video production industry: the idea that you're just buying a video.

According to Jesse, you're not buying a deliverable — you're investing in perception. The feeling, the emotion, the idea that the video leaves behind? That's the real value.

Whether you're a founder, marketer, or brand builder, this quick hit of wisdom will change how you think about video forever.

00:00 — Host:
What's the most popular misconception people have about your industry?

00:05 — Jesse:
So the most popular misconception that people have about my industry, which is the media strategy and video production industry, is wrapping their head around the difference between a marketing expense and an asset.

Marketing expense sounds like an expense because it costs money to create media, but we detach the meaning of the deliverable from what it actually does for the business — which is: what are the outcomes? What is the value of that media?

I definitely hear this all the time. But you're not paying for deliverables. The actual deliverable is not the video that you buy. It's the feeling. It's the emotion. It's the idea. It's the opinion that you shape for the person that actually watches it.

That's where I like to have those conversations and help people out.