Before you can focus on paid ads or customer conversion, it’s important to understand that every business needs video. If you have it, it needs to be good – and if you don’t have it, your business is prone to fail.
It’s possible you’ve heard me ask this question before: “Why should your audience choose you above your competitors?” Generally, people respond in one of four ways:
- We provide a superior service!
- We care more!
- We are the leaders in our field!
- We are the best!
I appreciate the confidence, but I can’t help but pause when I hear these answers. My voice gets a little quieter – a little more serious. “At the end of the day, how are you making it clear to your customers that they should choose you?”
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To answer this question, I want you to imagine yourself in your customer’s shoes. Let’s call this customer Steve.
Now imagine your ultimate competitor. For the purpose of this exercise, let’s say they are equal to you in every way except for one thing – they have video content and you do not.
Steve’s never heard of either of these companies before, but Steve has a problem that needs solving. Steve also has access to the internet. If Steve navigates to both businesses online, which one do you think he’ll choose?
Let me help you out. Steve is much more likely to choose the company with video content.
Right now, most companies view video content as a “nice to have” when it should in fact be an “absolute must have.” Much like having a website for your company, it’s critical for your business to have video content. If you can’t find a company through a quick online search, it’s unlikely you’ll further pursue their business. And if your business doesn’t have good video content, you will just as quickly be viewed as obsolete.
One of the biggest mistakes we can make as business owners is to romanticize our services or products and lose sight of what it’s like to be a customer. It’s important to treat customers in the same way you’d want to be treated. Transparency goes a long way.
Customers are smart. They want to know who they’re buying from. They want to have their problems solved while being entertained, too. In order for this to happen, they expect good video. A good video helps accomplish the three key transfers that help sell any service or product:
- Transfer of Trust
- Transfer of Energy
- Transfer of Clarity
The gist is that people will buy when they know, like and trust you.
By now, I hope you’re thinking, “Ok, I get it Billy! I need to start making videos ASAP.” But how do you do this? It starts with persuasive writing.
You have to be able to communicate the right message, to the right person, in the right way, at the right time. You also have to be real. Today, a customer’s BS meter is so dialed-in that anything less than authentic will not cut it. Even if you’re not a video person, I’m going to challenge you to be creative and show your personality. If you can do this, the customers will follow.
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