I had breakfast this morning with Terry Dean of DeanOfSales.com
He has written a book “Exceeding Expectations In Sales And Life”. I just finished reading it. It’s a One Minute Manager sort of book with some extremely valuable information that can make a difference is what you do and how you live.
• The 4 step sales process that anyone can do
• The importance of “3 words to describe your business”
• What achieving your goals really depends on
• The good part of procrastination
• Making effective lists
• The 4 M’s of Marketing
Do yourself a favor and read this book; it’s the best advice under ten dollars you’ll find.
There’s a digital version and an audiobook version too. Grab it at https://deanofsales.com/
Ron Harper is the founder of Videos On Your Website, a Cincinnati digital marketing firm specializing in video web content for businesses. Read more at Videos ON Your Website.
One of my website partners referred a longtime client to me. Of course, he wanted a video, BUT he was having a friend put something together for his business.
Then, he sent that to me.
In the entire video, his business name wasn’t even mentioned. There was also no call to action – the video simply ended. To top it off, his friend had found some stock footage of a man searching for something on his laptop. In that piece of stock footage, you could see – reflected in the man’s glasses – what he was searching for. It had nothing to do with the client’s business.
One of my products, #NoContact Video, Uses stock footage along with client-supplied photos to create a compelling 60 second video. The price is ultra affordable, so I sell a lot of those to companies where I can’t travel to shoot.
While my client had sent me some photos, I used those in a montage instead of inserting them directly into the video. Then, after a couple of hours searching for other footage I could use for his very specific industry, I rolled that in with some animated graphics that spoke to his features and benefits. Finally, I added a directed call to action.
My small business client loved it, and wanted to use it immediately. We’ll keep track of the number of views it gets and the amount of business it generates.
So just because you “know a guy”, it always pays to check in with a professional. The savings in time and hassles could be worth it.
–That’s a wrap. Ron Harper is the founder of Videos On Your Website, a Cincinnati digital marketing firm specializing in video web content for businesses. Read more at Videos ON Your Website.
Joe and Monica have a small business serving seniors. Mostly, they deal with families who are concerned about the care that their loved ones need.
Joe would be taking part in a presentation at a meeting of a group of healthcare professionals who could turn out to be solid referral partners. He and Monica were given a 30 second spot where they could play a video message about their business, so they contacted me for help.
I knew that a 30 second piece would have to be as compelling as possible.
I’ve written thousands of these kind of messages during my radio career. A 30 second spot is one of the hardest projects to write, because of the short amount of time you have to capture someone’s attention and hold it without them getting bored. #0 seconds to establish an emotional connection and try to trigger that buying signal.
Joe and Monica sent me a video that was done by another one of their franchise partners. The man was standing in his backyard spouting off features and benefits. “Could we just do something like that?”, they asked.
“NO”,I exclaimed. “It’s trite, and it says nothing about THE CUSTOMER. It’s just a list of services you offer.”
In the next half hour, I talked with them, asked questions about why they chose that business, and the kinds of customers they were hoping to connect with. It became apparent that both had had the experience of trying to find care for their family members in the past. They told me about their frustrations with that experience.
“The thing is,” Monica said, “nobody ever tells you how to take care of your parents or grandparents.”
“THAT’S IT”, I said with a smile, “That’s your opening statement”
We built a script on that to show their passion for what they do and why they do it. Then we shot the video at their kitchen table, because that was where they most often met with clients. In post-production, I added some B-roll of seniors in different situations.
The final version was a hit at the presentation, and they can now use it on their social channels as well.
–That’s a wrap.
Ron Harper is the founder of Videos On Your Website, a Cincinnati digital marketing firm specializing in video web content for businesses. Get a FREE Video Buying Guide at Videos ON Your Website – Cincinnati and Dayton Video Production Guide.
It’s time for a new season of Marketing Minutes. These quick 60 second tips will give your business an edge in today’s digital marketing world.
Whether it’s copy for your website, or your networking elevator pitch, the key is to tell a story.Here are the plans you should be making for 2022.
Marketing is not a pinata. You don’t just keep swinging until you hit something.
Your message has to be targeted. If you’re selling more than one thing, or more than one service, your message must be about ONE thing. Otherwise, it will get lost.
Tell a story about that one thing. Show how your customer has benefited. Get away from talking about yourself. Stories sell. Granted, targeting a message can be hard. I once read an excerpt in a marketing book for entrepreneurs that said, “You should always write your own advertising. No one knows your product like you do.” But time and time again, I’ve seen small business owners completely miss the story they are trying to tell. They miss the emotional connection to their prospects.
Once, in a networking meeting, I was listening to a business owner talk about his concierge services, and all the different things he could do…book and pick up event tickets, find dinner reservations,etc. so that his customers wouldn’t have to spend hours in their car or on the phone. Afterward, I told him, “Just say you sell free time.” His mouth dropped open. He completely got it, and used that line from then on.
Often, someone outside your business can cut thru the fluff, and give you a message that will resonate with your audience.
I do that with video. I may talk to a client for an hour about his business, but the magic comes in the video editing, and constructing the story.
Are you just swinging and hoping you’ll hit someone with your marketing message? How’s that working for you?
If you can’t produce your own videos for your website, why not just find some others and embed them? Simple, right? Well, not exactly.
Many businesses have a dedicated “Videos” tab on their site for relevant content. Often, someone will curate video content from other sources and believe this is a valuable practice. But just as often it is fraught with problems. The image above is taken from a company website that has many videos embedded from YouTube under their “Videos” tab.
Can you see what’s wrong?
Somewhere along the way, the original content creator has removed the video, leaving blank spots with no content on the page.
Here’s why it’s not a good idea to use other folks’ videos:
1. You have no control over their content. And if their videos are monetized on YouTube, they could be showing an ad that is counter-productive to your business.
2. The videos may have a call to action or a link that takes visitors away from your website.
3. The practice really does nothing to help your Search Engine Optimization and get you found more often.
4. The best course of optimizing with videos is to have relevant content on all of your pages, especially on your About Us page. Videos under a dedicated tab may be overlooked by your visitors.
5. Google loves original content. That means videos specific to your business and your message with a few lines of text that compel the viewer to click and watch.
Business websites that use a “Videos” tab are often not updated frequently, so problems like the image above are missed for a long period of time.
Original, professionally produced video content is affordable and gives your business an advantage over the competition. Remember – if you use video, and they don’t: You Win!
–That’s a wrap.
I remember that poem from my childhood days. My parents owned a gift shop for a time, and the purple cow poem was emblazoned on a pair of cow-shaped salt shakers. Nowadays, being a purple cow is what you should be striving for. Here to explain, in the latest episode of Good Views, is Angie Thompson of Living In America, a business communications company in the Cincinnati area. After having lived and worked in several countries, and within various cultures, Angie learned the essential value of communicating clearly and effectively.
I see it so many times – that businesses struggle to explain themselves and what they do. You can’t be everything to everybody. You must pick one thing that you want to be known for. For me, it’s affordable video production. Whatever it is that makes YOUR purple cow come through, it starts with your “Why”. There are some great lessons in this Good Views. Thanks to Angie. You can learn more about what she does at her website.
You’ve seen them and they are fun and informative to watch. What are the secrets to making animated whiteboards successful? How long should they be, and what is the optimal way to distribute them? On this episode of Good Views, I chat with Terry Dean who creates and writes animated whiteboards for companies all across the country. Terry loves what he does, and whiteboard marketing has really gained a foothold over the past few years.
As always, if you have any questions, or want to connect with Terry, drop me a line.
–that’s a wrap