The Classically Great Salesman’s Guide to Video Conversions
Writing and creating videos might sound like fun and games, but if you’re looking for a return on all that time and money…
… best to heed the advice from folks who know how to persuade.
Those who know how to get “yes’s” and measure a return on their efforts.
The ones many of us have grown to hate at our doors over the years…
The ones on TV telling you “But wait… there’s more!”…
And the ones who build the most successful online marketing campaigns around…
That’s right: the good old fashioned salesmen.
Despise them as you may, they exist and flourish because they’re master persuaders. They know what makes people buy.
And their techniques aren’t complex mind tricks that manipulate their prospect; they’re simply built on solid fundamentals that marketers of all walks should follow.
So sit back and learn how they do video marketing so you can adapt their successful techniques to your own videos:
You probably know the old Dale Carnegie adage: “People do business with those they know, like and trust.”
True words, and no less true when you’re using videos to promote your product or service.
It’s pretty hard to get people to listen to you- let alone open their wallets- if they don’t have a good opinion of you.
Here are some ways to break down the natural trust issues prospects have with you, when they don’t yet know you:
Video Marketing “Behind the Scenes”
We’re naturally more comfortable around people we identify with. That’s just the way it is.
When we see others as accessible and non-threatening, our “selling guard” goes down as we have less to doubt about their motives.
So though it’s not a 1-on-1 personal conversation at a bar, you can get your viewers to drop their selling guard by offering them certain in-video experiences:
Personal Touch – Put yourself in a “vulnerable” situation. What does that mean? It means pulling back the curtain on what us humans are normally reserved about.
We usually only invite family or friends into our home, right? Because it’s a personal area and one we only let trusted people into. There’s a serious sense-of-self invested in our home, so generally speaking it’s a private domain reserved for private things.
So… invite your viewers into yours!
The act of you going somewhere private to show to strangers, proves you’re friendly and have nothing to hide.
Internet marketer Frank Kern does a great (if not a tad flashy) job of this in a launch video of his at this link here.
Great salesmen come across as having nothing to hide. They’ll probably say as much too.
So it’s effective to put yourself out there before the prospect has a chance to make you do the same, to remove doubt.
You can accomplish this same thing by taking viewers into your place of business, talking to an employee or customer about you or your business specifically, or even showing them how you go about delivering your product or service as if no one was watching!
Make it a “day in the life” look into your world!
At Envision Response we’ve had great success with this approach- particularly with our Direct Response TV work – and it’s showing through with online efforts for many of the same brands.
Private Conversation – You’re most believable when you’re providing a personalized one-on-one experience with a prospect.
They feel they’re getting personal attention because they have your attention and are being listened to.
It’s just good business.
And it’s much easier to drive business when you shoot your videos as if you’re talking to ONE person… not the hundreds or thousands that could be watching at any one time.
So avoid the “Hey guys, good to have you here!”, the “You’re all going to love this” and other impersonal greetings and crowd-like words . It just assumes there are many people watching; detracting from the private conversation feel you want in your videos.
Simply pretend you’re talking to one person at all times, and it’ll come through naturally: “If you’re really wanting to learn how to drop 10 pounds in the next two weeks- without becoming slave to a new fad diet- I’ll show you how to do just that in this new video.”
Another common refrain from successful salespeople is that they listen more than they speak.
Might seem odd for typical salespeople you know, right?
But you’ll be amazed what you’ll learn and be able to do when you truly listen to your prospects.
In video marketing, though you’re talking to the viewers, you can still demonstrate you care to hear from them by encouraging them to leave comments. Ask questions. Reach out to you or your team with suggestions. Really anything that allows them to talk back and be heard.
Continue The Conversation – An easy way to get your viewers talking so you can understand them and give them content they want is using annotations.
When done properly, as the viewer’s consuming your video and is at least somewhat engaged, you can take advantage of that state by prompting them to leave a comment about a particular topic you’re discussing.
Or, you could prompt them to click a link that takes them to a page on your website where they can live chat with a sales rep or submit a question they have about the video they’re currently watching.
After your video ends, you could even point the viewer to a survey for them to leave their thoughts. Open-ended questions on your survey are often a goldmine for extracting valuable market insights and ideas for improvement.
Then… you can use feedback like this to improve your calls to action in your annotations and to plan future video content and offers.
Done-For-You Research – The best salespeople let the prospect do a lot of the selling work for them. That means the prospect will talk and the salesman will pick up clues as to what’s important to them and then steer the conversation that way.
Hitting on your prospect’s “hot button” issues is a sure-fire way to find out the most important things to them— and the objections you must overcome to make a sale.
Online, instead of visiting prospects in their homes or offices, you can sit-in on those same conversations they’re having with other members of your target audience. Completely private too.
For instance, check out the questions your prospects are asking on popular question and answer sites like Yahoo! Answers and Quora.
Give ‘em What They Want!
So you’ve been personable, learned a bit about the prospect, and listened carefully as you put together the perfect pitch (video) for your viewer.
Now you’ve got to deliver the content.
Yet another sales mantra you hear in the profession is “ABC”. That’s “Always Be Closing.”
And while you don’t want to come across as a “slimy salesman” by constantly asking for a sale, you should have an end goal in mind for your video.
What do you want the viewer to do?
This is where the right offer comes in… and where we’ve seen clients get their best results:
Provide The Value – You’ll want to test different offers in your video, so you can determine what’s best to use in future efforts; both for videos intended for prospects that don’t know you (cold traffic lead-generation) and videos for those that do (possible paid products to pitch those already interested).
Using YouTube annotations, you can simply make 2 videos; each with the same content, just different calls-to-action in your annotation!
If you’re a personal trainer looking to grow your email list, test 2 end-of-video offers to see which gets more response. For instance, one that provides a free consultation, and another that offers a sample workout plan or food guide to get prospects familiar with your expertise.
With enough views (and proper tracking) you’ll likely start seeing a preference for one offer or another. Now you’ll know what to use going forward to grow your prospect list even more.
Make Follow-Up Easy – Generally, most viewers won’t take the desired action you ask of them. But you’ll want to stay top of mind as a solution to whatever problems your prospect has.
To do this, as any great salesperson would, you give the viewer a “leave behind.”
Without one, the viewer clicks away from your video, banishing your brand and offer from their attention until the next time they might think to view it.
Don’t count on the prospect remembering your name— even if you did engage them with a compelling video.
Your leave behind could be a simple transcript of your video’s content, provided in the video description area in YouTube.
A transcript’s something they could easily copy and paste for later reference. But do them one better, by providing a link in the description area for the viewer to click to jump to a webpage on your site with full transcript there.
It acts as a gateway for them to view other transcripts, and for you to place a convenient call-to-action below each.
They could even bookmark the page to keep it handy, but regardless of their behavior, the point is you provided another convenient touchpoint for the prospect to give them a better chance at following-up with you. (Hopefully to do business!)
For the same reasons, another effective leave behind is a bit sneaky:
You end the video on a cliff-hanger, and either ask the viewer to subscribe to your channel or sign up on your website to get the next installment; or you (genuinely) tell them the first [X number of people] to comment on the video in some meaningful way will get further free content not available to anyone else… thus giving you permission to be in front of them again to help “close the sale.”
The Complete Video Marketing Salesperson
There’s a lot that goes into making a great salesperson. And the same training, care and research is needed to make a great video that converts.
We may not truly be face-to-face with a prospect in our video situations, but it’s still human-to-human interaction. And that interaction demands the same care and relationship techniques that the all-time greats use to get their prospects opening their wallets.
While the tactics vary, just remember you won’t maximize conversions without:
1. Being Personable
2. Listening Carefully
3. Giving ‘em What They Want
When you swap your “creative” hat for classic salesmen’s garb, you’ll be pretty impressed with the difference in your bottom line.