We’ve all heard about the classic components of sales-that prospects have to know, like and trust us before they’ll do business. Thus, one of the ongoing challenges is, how can we speed up that process? Which leads to video newsletters. The good news is that they’re not difficult to do, and the results are impressive. Let’s take a deeper look.
Excellent copywriters can convey a personality in print. But, most of us don’t have that power with words, which is why video is so powerful. Think about the last time you say someone speak on stage. If they did a good job, you not only walked away with some good information, but you felt positively towards the speaker. In fact, if there was an opportunity to take the relationship to the next step, you might be very well inclined to do so.
I’ll admit that video isn’t quite as powerful as meeting someone live, but it’s a close second.
So, how do we use video? There are a lot of ways, but let’s talk today about creating a video newsletter. It requires a little bit of organization, but there’s nothing particularly difficult about it. I’ve been using video newsletters for the past 6 months, and open rates have increased substantially. More importantly, client engagement-actual purchases of our programs and services-has too. As you know, I’m not a believer in doing things just because they’re popular. I think that everything should contribute to your bottom line, which is why I’m recommending you consider video newsletters.
Here’s the way I do it. Keep in mind that this is just one way, so adapt the overall strategy to your own business needs.
Not surprisingly, the first challenge is, “What should I talk about?” What I’ve found is very easy, is to introduce the topics of the blog posts you’ve written that week.
Let me digress for just a moment.
When I said “The blog post you wrote that week” I know a lot of you tuned out. For many people, the idea of writing one post a month is a lot, and here’s this guy that says I should be writing two a week?
It’s really not that hard.
First, blog posts don’t have to be long. Check out Seth Godin’s blog. They’re real short. Just one thought that he has.
But also keep in mind, that your decision to do any of this should be based on a strong desire to either substantially grow your business or to be one of the highly recognized experts in your field (or some combination of the two). If that’s not a goal, then there’s no real purpose to doing all of this.
So you need to have a blog, and you need to be writing posts-at least one new one a week.
‘Nuff said about that.
Going back to the earlier question, “What do I talk about in the video?” the answer is the blog post. All you need to do is to briefly introduce them and tell viewers the benefit they’ll get by reading them.
I stumbled on this idea by accident as I was having a conversation on the golf course about the old Walt Disney TV show. Depending upon your age, you’ll recall that Walt, or later, Michael Eisner, would come out and tell you a little bit about what you were about to see. That’s the same principle for the video.
The video is what builds the “know, like and trust” with your audience regardless of whether they actually read the blog posts. If you put links and thumbnails on the newsletter that promote other services or programs, you’ll get a lot of people who take action and click on those.
The key to pulling this off is that you HAVE to be natural in front of the camera. You’ll notice with mine there are no shortage of “ums”, and that periodically I’ll look at my cheat sheet on my desk when I’ve completely lost track of what I was about to say.
But that’s fine-because that’s natural. If you come across as all slick and over-rehersed, you won’t come across as a real person. I think Jeffrey Lant put it best when he said he wanted to be views as the “accessible expert”.
A good video presentation will position you exactly that way.
Sure, this is a little bit of effort, but the results to your bottom line really make it worth it.
Plus, it’s a lot of fun.
Let me know how it works for you. Talk soon.
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Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube