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

Table of contents

    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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