How Video Builds Trust, Wins Clients and Beats Bigger Competitors

In this episode of Business Babble, we’re joined by Sabine Klaus Carter, founder of Creation Editor and an award-winning videographer and photographer with over 20 years’ experience working with businesses, charities and startups across Scotland and beyond.

Sabine shares why most business videos fail, why preparation matters more than filming, and how authentic storytelling can help small businesses outperform much larger competitors. We talk about return on investment, trust-based marketing, behind-the-scenes content, podcasts, and how video continues to drive results long after it’s published.

She also shares her personal journey, from growing up in a toy factory in Germany to studying art and filmmaking in Dundee, working with clean rooms, universities, charities, startups and helping raise millions in funding through powerful video storytelling.

If you’re a business owner wondering whether photography, videography or podcasting is worth the investment, this episode will completely change how you think about marketing.

In this episode we cover:

1. Why 80% of great video happens before filming starts
2. How video builds trust and long-term ROI for SMEs
3. Behind-the-scenes content vs polished website videos
4. Common mistakes businesses make on YouTube and Instagram
5. How video helps small businesses compete with national brands
6. Budget-friendly ways to use video without spreading yourself thin
7. The power of networking, follow-up and authenticity in business
8. Sabine’s journey from student filmmaker to trusted business partner

Whether you’re just starting out or scaling an established business, this conversation is packed with practical insights and inspiration.

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📩 Find Sabine at creationeditor.co.uk