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WHAT’S IN & WHAT’S OUT IN VIDEO MARKETING

THE B2B MARKETING VIDEO MANIFESTO

Today’s internet customer has never been smarter

Yet marketers traditionally take the customer for a fool with their spins, deceits and flatteries.

This needs to change.

Here are today’s IN-OUT guidelines:

The B2B Marketing Video Manifesto

CUSTOMERS

WHAT’S INWHAT’S OUT
Answering customer questions quickly & honestlyIgnoring genuine issues, the elephant in the room
Advising customers for the best, even if it hurtsBeing a Yes-Man who promises everything & anything
Developing content that answers customer questions. Giving quick, honest answersContent that talks about you. Viewing rates drop off the moment you talk about you - and not them

LANGUAGE

WHAT’S INWHAT’S OUT
Strong bold nouns & verbsLardy flowery adjectives
Clear one-line statementsParagraphs
Eighty word messagesFive minute explanations
Simple facts people can remember & repeatCompany boastfulness & puff

PRICE

WHAT’S INWHAT’S OUT
Telling customers what they get in a simple wayComplex, fussy pricing structures
Offering unbeatable propositions. Everyone expects a bargainSpinning added-value to bolster high price
Showing exactly what-you-get-for-what-you-payFudging on promises, results or specifications

Do what’s IN and avoid what’s OUT

  • Trustblue-90

    Trust rises

  • Sales-90

    Sales rise

  • Profits-90

    Profits rise

THE CHART: FOUR GOLDEN PRINCIPLES PLUS TWO EFFECTIVE ATTITUDES

LEARN TO EARN

LEARN TO EARN

Everything is moving fast. If you’re not learning new stuff every day, you’re falling behind

DISCOVER TO WIN

DISCOVER TO WIN

Relentlessly search the data and find out what works, even when the data is only 80% complete.

TELL TO SELL

TELL TO SELL

If you don’t tell it, you can’t sell it. Get your message across every digital channel

HAVE AN UNBEATABLE PROPOSITION

HAVE AN UNBEATABLE PROPOSITION

Typically this means “be-half-the-price-and-twice-the-spec”. Get your sales proposition as close to this as possible

RADICAL OPEN MINDEDNESS

RADICAL OPEN MINDEDNESS

Forget what you think you know works. Long held opinions can bite you hard. Instead, openly listen to others, then look for hard data support

RADICAL TRANSPARENCY

RADICAL TRANSPARENCY

The only way to gain trust is to speak honestly about “what works and what doesn’t”.
Then people will know where they are with you and be more likely to follow. Saying what you know is transparency

THE VIDEO: FOUR GOLDEN PRINCIPLES PLUS TWO EFFECTIVE ATTITUDES

THE DETAIL: FOUR GOLDEN PRINCIPLES PLUS TWO EFFECTIVE ATTITUDES

4 GOLDEN PRINCIPLES

  • Learn-80

    1: Learn to earn

    Everything is moving fast. If you’re not learning new stuff everyday, you’re falling behind

    Put aside time each day to learn something new even if this is in your own time.

    Aim to learn new things you don’t yet properly understand, or have avoided understanding until now.

    Your earnings will increase as your knowledge becomes more valuable to those who hold the purse strings

    Learn to Earn

  • Discover-80

    2: Discover to win

    Relentlessly search the data to find out what works, even when the data is only 80% complete, or difficult to tie together

    Never assume you know, or can’t know

    There are hidden patterns to success just waiting to be discovered. The winning pattern will enable you to win hands down

    Look at data every day. Get the habit.

    The best data is found in your own online metrics and, public data, plus analysing your competitor and customers sites for info and data.

    Keep trying until you discover how to link all four in your favour

    Discover to win

  • Tell-80

    3: Tell to sell

    Ancient sales wisdom says: If you don’t tell it, you can’t sell it.

    Get your proposition upfront. Tell customers what they get. Do it boldly.

    Answer customer questions before they ever ask, even the difficult questions

    Get your message out everywhere. Use every digital channel wherever customers may be found - like email, facebook, youtube, linkedin, instagram, forums & groups, your website, everywhere

    Use video whenever possible as it works.

    You have to tell to sell

  • Proposition-80

    4: Have an unbeatable proposition

    Without an unbeatable proposition you’ll eventually lose. Online customers are too smart to fool for long.

    An unbeatable proposition aims to be: “half-the-price-at-twice-the-spec”

    Get your sales proposition as close to this as possible. Check what your competitors are offering and beat it

    Be cheaper and better. Be half the price at twice the spec. Keep trying until you’ve figured it out

    If it’s impossible then maybe it’s time to quit and move on.

    Make everyone smile with your unbeatable proposition

2 EFFECTIVE ATTITUDES

  • open mindedness-80

    Attitude 1: Radical open mindedness

    Radical open mindedness means being prepared to forget what you think you know works.

    In the online marketplace long held opinions can bite you hard. They’re accidents waiting to happen.

    Instead, openly listen to others. Be prepared to openly admit if you’re wrong or to say if they’re wrong. This takes courage

    Obtain hard data support to back up every course of action. Your chances of being right will increase accordingly.

    Being radically open minded is a daily habit not a refreshing change.

    Open mindedness plus data support is what works

  • Radical transparency-80

    Attitude 2: Radical transparency

    Trust is the basis of business. Without trust you won’t last.

    The only way to gain trust is to speak honestly & plainly.

    Say openly & transparently “what works and what doesn’t”. People will know where they are with you and be more likely to follow.

    Deceivers only succeed in the short term but not in long term business.

    Radical transparency breeds trust and a vibrant Ideas Culture that flourishes every day.

    Trust helps customers choose you and not others. Be radically transparent.

    Be seen as trustworthy

MEET KEVIN ROSSITER: UK-based, global B2B video producer with 14 awards and 30 years of experience, and many clients, large and small. My mission is to change the way clients communicate, making them more effective, delivering on their goals. I’ve handled video contracts from £500 to £140,000.

WHAT MAKES ME DIFFERENT: An unseen part of my business is educating customers to understand and use video more effectively. For example, I’m the author of Business Video Masterclass, a free 93 page web resource for marketers who want to make more actionable videos for less cost. I’ve also authored numerous self-help e-books that explain how to make more effective video, whether for marketing or training. You can find these here under Resources.

Kevin Rossiter, Producer, Studio Rossiter

Kevin Rossiter, Producer
Studio Rossiter

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