Accelerate sales with Video Marketing

Quotes

• “I can give you a framework that I’ve developed over the years. When you are looking at the customer lifecycle and you are looking at the various touchpoints, phone calls, Zoom calls, in-person meetings, etc. There are three things to look for to say a video would be more effective here than texts.” -Ethan“The first one is the personal connection. This idea that people can feel like they know you before they ever meet you. You are your own best differentiator. For example, you can send the exact email to people and the only thing that is going to look and feel different at all is our signature. Whereas, if you and I deliver the exact same video, it would be completely different even though we’re saying the exact same thing.” -Ethan“Another one to look for is emotional intel. Anytime you want to take something positive and make it very, very clear such as ‘thank you’, ‘good job’ etc. This idea that you can share your enthusiasm, sincerity, and gratitude doesn’t come through in a typed out text.” -Ethan“The third one is detail or complexity. This idea of back and forth exchanges where you are trying to make clear what you mean and the kind of show and tell of the screen recording really breaks down this kind of detail complexity component.” -Ethan“The only time I ever re-record a video is when it took me 2 minutes and 10 seconds to answer a customer’s question or team member’s question and I know that I could have doneit in 1 minute and 5 seconds.” -Ethan“Information that already had a lot of contexts around it and it’s just an update or a little detail, definitely better in text.” -Ethan“Sooner or later, the idea that I am a human who understands your problem or opportunity, I am prepared to speak to you about it here’s the next best step. In an outbound motion that might be sending a video email and letting them know you’re going to be giving them a call or waiting for the email open alert and the video play alert and then picking up the phone. But I really like using phone-in video email together.” -Ethan“Video brings to life the message but how you say it is more important than what you say so you don’t need to convey all of the information in the video. It’s about the feeling and the idea of someone having a sense of trust and rapport by virtue of having met you virtually that makes it effective.” -Ethan “I think that there’s an important nuance here. Some people are good at and on video. They have the presence and they seem comfortable, they’re engaging, they’re beautiful. And some people are great talkers, maybe not so good looking whatever it is. Some people can’t write, I’m a terrible writer. Honestly, the emails that I’ve been sending are where I’ve poured a lot of heart and soul.” -Ben “Video is good for anyone who is in a relationship-based role where the human still matters in the sales process or the service process. So the human still matters and super effective especially in environments thatare a little bit commodified and the experience is the differentiator.” -Ethan“For about six to eight years now, there’s a lot of talk about being human, empathy is raised up and I think it’s a reaction to the pendulum swing toward automation. I think people often try to scale processes or automate processes before they have even felt the pain or the opportunity in the process itself that I don’t think they understand well enough. So what we wind up with is some clumsy automation that allows a potential customer to be treated like numbers.” -Ethan“It’s cool because the tools proliferated and they got very, very inexpensive. Even small businesses can automate processes that took hours and hours years ago. What’s lost here is the human to human connection. I think we became enamored of our ability to deploy a tack to remove humans and do things faster.” -Ethan“The “re” part in humanizing is, there was a time when almost all businesses were done face to face.” -Ethan“We still are operating with this ancient brains every day. We are still motivated the same way, we have millennia of human brain training in terms of connecting people through each other’s eyes, faces, and non-verbal communication. There is so much going on there that is ripped out when we rely exclusively on faceless digital communication.” -Ethan