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:
|WHAT’S IN||WHAT’S OUT|
|Answering customer questions quickly & honestly||Ignoring genuine issues, the elephant in the room|
|Advising customers for the best, even if it hurts||Being a Yes-Man who promises everything & anything|
|Developing content that answers customer questions. Giving quick, honest answers||Content that talks about you. Viewing rates drop off the moment you talk about you - and not them|
|WHAT’S IN||WHAT’S OUT|
|Strong bold nouns & verbs||Lardy flowery adjectives|
|Clear one-line statements||Paragraphs|
|Eighty word messages||Five minute explanations|
|Simple facts people can remember & repeat||Company boastfulness & puff|
|WHAT’S IN||WHAT’S OUT|
|Telling customers what they get in a simple way||Complex, fussy pricing structures|
|Offering unbeatable propositions. Everyone expects a bargain||Spinning added-value to bolster high price|
|Showing exactly what-you-get-for-what-you-pay||Fudging on promises, results or specifications|
Do what’s IN and avoid what’s OUT
THE CHART: FOUR GOLDEN PRINCIPLES PLUS TWO EFFECTIVE ATTITUDES
LEARN TO EARN
Everything is moving fast. If you’re not learning new stuff every day, you’re falling behindDISCOVER 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 channelHAVE 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 possibleRADICAL 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 supportRADICAL 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
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
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
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
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
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
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