When someone invests in video, they give themselves a brief window to tell their story. Getting the story right is the single most important part of the video process. 

You should start by working out what you want people to think about you and work backwards from there.

But when you craft your story, it can't just be a series of facts or opinions, it has to be a story that we care about.

The brilliant @andrewstanton (Toy Story, Wall-E) says story telling is joke telling - it's all about the punch line.

I love his 2012 Ted Talk and you should watch it too...

(warning: contains strong language).