How to Develop a Culture of In-House Video

Hi everyone and welcome to the webinar about how to develop a culture of in-house video with Marcus Sheridan. I'm Stine and I'm head of global video marketing meetups here at TwentyThree. And just to give you a short introduction of what this is, the video marketing meetup is a movement that we initiated because we felt that there was a lack of communities and networks forming around this category to drive it forward, educate and innovate. So we've set out on a mission to build the most inspiring community around video marketing. With that said, I would like to say thank you to everyone who's joining us here today. I'm super excited to hear that. I'm going to do this presentation from Marcus myself. And to introduce him, he's an international keynote speaker known for his unique ability to excite, engage and motivate his audiences. And in 2017, Forbes actually announced him as one of 20 speakers that you don't want to miss. He's the founder and president of the SalesLine, which actually recently merged with Impact in 2018. And Marcus has established one of the most successful digital sales teams in the world. And today, Marcus will go through how to get the sales teams engaged in video production and the different types of video that sales team needs to be using, but currently are not right now. And with that, I'm going to hand it over to Marcus now. Take it away. Marcus Kirschner, SalesLine All right, Stina, thank you for that introduction. I am stoked, really fired up, my friends, to talk to you today about the visual sales tool. At least that's what I like to call it. I mean, yeah, we're talking about video and talking about making this a culture in-house. But I think fundamentally, as we look at video, we need to see it as one of our greatest sales tools. And one of the problems, of course, is that most companies see it as a marketing tool. And therefore, because it's a marketing tool, it doesn't get approval. The mindset is, this is a sales tool that has to be our approach. That's the way your organization has to see it. Now, the quick background on this. I have an agency. It's called Impact. And you can find out all about us at MarcusSheridan.com. But the reason why I tell you this is because about two and a half years ago, I went to my team and I said, look, you see all these video production companies and they produce videos for companies. But as a whole, companies can't seem to produce videos in-house. You don't really see it. Now, I mean, sure, there are some that do it. But as a whole, most companies outsource. And so I said, is it possible that we help instill a culture of video within these organizations? I mean, can they do it themselves? And that's the journey that we went on. And since then, we've helped hire literally dozens of videographers that have worked in-house in companies. We've worked with sales teams. I've spent a ton of time with sales teams in videos and on-camera performance training because that is, as you probably could imagine, that is a challenge for some sales folks as well as subject matter experts. And so I'm going to briefly share with you today some of the things that we have learned. During this experience, the fact of the matter is there are certain types of videos that move the sales needle more than anyone else. And I can tell you what, there's a lot of videos being produced out there that just aren't going to move the needle. So what is and what's not going to move the needle? Well, it starts with what we call the selling seven. Now, these are the seven types of videos that we have found. If you embrace these. Seven videos. It is going to have a dramatic impact on your sales team. All right. That's why I call them the selling seven. And the first one is the most significant. So let's just dive right into it, my friends, and talk about what are some of the actionable types of videos you can start producing right now that are going to make a difference. First one is the 80% video. So what is the 80% video? All right. If you go to any sales team and you say, what percentage? Of the sales that you get, excuse me, what percentage of the questions that you get on a first sales call, assuming it's the same product or service, right? What percentage of the questions you get are essentially the same questions every single time. And of course, almost always you hear these answers that range from 70 to 90% from most sales teams, right? So the question is, why do we keep answering the same? And 70% of the questions over and over again as sales teams. I can tell you this. It's not very fun. It's not fun hearing the same redundant questions over and over and over. And it's certainly frustrating when somebody asks us a question that they clearly should know. And it clearly indicates they're not ready to buy. I mean, they're not even close. Now, this applies to all forms of sales, B2B, B2C, e-commerce. And so even if you don't catch the vision at first, understand. Understand that you will get this because it's going to make sense to you as we continue to drive these points on, all right? So how does this work? You want to get your sales team together. And you want to brainstorm the top questions you get on every sales call, all right? So once we've done the brainstorm, write down as many as you can. But the idea is that we choose the top seven. Why the top seven? Because that seems to be the ideal number. That's the number that we have found that is most effective. That teaches enough but doesn't elongate the video too much. And so then what we do is we take each one of those seven questions and we address each one of them individually. Once we've addressed them individually, we do a mashup of those and they form the seven questions which make up the 80% video, all right? So once they're answered individually, You can upload those individually if you would like. But certainly, we want to have one great video. This video is called the 80% video with those seven questions. But here's the key. You must teach your sales team how to use this, right? And it's not very difficult to do this. But in other words, if you want your sales team to learn how to introduce video the proper way to a prospect, you can tell them or you can show them how to do this. And it's just really as simple as saying something like to the prospect, Okay, Mr. Jones, I know you have a bunch of questions right now and probably some concerns or fears as well about this purchase. So you're not alone. We've seen this many times and this is what we're going to do. We're going to send you, I'm going to send you right now as we're discussing this on the phone. I'm going to send you before our appointment. I'm going to send you this video. This video is going to address the major questions that you have. The great thing is you can share it around to those other decision makers that are going to be looking at this with you that are in your office, that are in your home, whatever it is. That way they can hear and learn and understand the answers to these questions as well. Now, once I get there and meet with you, our time together is going to be more effective. It's going to be more efficient. I promise you it's going to be much more. Worth your time. Okay. So that's essentially how you do it. And at the end, you would say something like, so can you make sure to watch that video before our appointment on Friday? It's that simple. But by doing this now, our sales appointments are way better. So let's say you have an e-commerce situation. Same thing with e-commerce. But now you want to show that selling seven video. That 80% video right on the page with something next to it that says have major. Questions. Watch this video to find out. And then you list out those questions. They can watch the whole thing. Now you might be saying to yourself, well, sounds like this video is going to be longer, Marcus. And I've been told that I shouldn't produce long videos. Yeah, it's the dumbest stat in the history of the Internet, y'all. I mean, seriously, think about it. If you're just starting to research a product or service, you might not want to spend much time watching a video. But if you know you're getting ready to buy the thing. Getting ready to buy it online. If you're getting ready to meet with a salesperson. Or you're getting ready to go to that store. Whatever that situation is. Are you willing to spend more than 90 seconds so as to ensure you don't make a mistake? Of course the answer is yes. Fact of the matter is, some of you may know I own a swimming pool company. I own an agency. With my swimming pool company, our average customer has watched over 20 minutes of video before the initial sales appointment. Yeah, that's because we use video so well. And we integrate it into the sales process. This is one of the most effective videos you'll ever produce. It's called, again, the 80% video. Starts with the brainstorm. Answer those questions honestly and transparently. Integrate it into the sales process. Your sales team is going to love it. And it's going to decrease your sales cycles while increase your closing time. So that's the 80% video. Next one I want to talk about is bio videos for the sales team. Now right now, how many emails per month is your sales team sending out? Fact of the matter is, these are one of our most effective marketing tools that we're not taking advantage of. And that is using a bio video in our email signatures. So let's look at your traditional email signature comparison. Compared to what is a great email signature. So here you see, this is one of my team members. His name is Zach. And most companies, most sales people have an email signature like you would see here at the top. Now, that's nothing special, right? I mean, your name, your contact information, everybody has that. It doesn't make you different. So the question is, how can you look different? Well, the idea is that you use a tool, maybe something like a Y stamp. I love Y stamp. If you're not using it, I would recommend it. It's a super simple, cost-effective tool. And with this, you can create a customized email signature. You see the second part, this is where we have the possibility to have an interactive piece of content. In other words, you can adjust this every month, have a new article or a new video or the new special that you're having. So you have that. And then at the bottom of this, you have your bio video, right? So these are the three sections that you. In your email signature. So we've got the traditional. We've got the interactive piece of content. And then we have the bio video at the bottom. Now, how long is the bio video? Usually this one is shorter, about 190 to 120 seconds. It says two things, right? Two things that you want to say. First thing is a little bit about you personally. And then a little bit about you professionally. That's all it is. That's all it is. And so by doing this is what we found. More often than not, your sales teams. We'll see that they get 20 to 30 views per month of their bio video. With these prospects that they're sending these emails to now in a perfect world. What does any salesperson want? They want their prospect to feel like there's a relationship of trust. How does that trust happen? By seeing you by hearing you and by feeling like they know you. So the question is, when you meet a prospect for the first time, you're going to want to know who they are. What's not great about my skills is my product is MDCA. That's cheese. That's pasta de mogno. You can de kapanye �. tool. It's simple. It's cheap. Y stamp is the one that I recommend. I'm not an affiliate. I don't anything that got an affiliate program. I just think it works really well. All right. Hopefully that makes sense. So we've talked about two, we've talked about the 80% video and addressing all those questions. Now we've talked about the bio video for your sales teams. If you notice both the videos that we've talked about are specific to sales. Yeah, that's right. Sales, sales teams. This is what it's all about. This is how you get approval for additional resources for additional biographers. This is what we gots to make sales y'all. Okay. So now let's talk about number three, product service pages on your website. So generally other than your homepage for most companies, not all, but for most companies, the most looked at pages on your site or your product slash service pages. So here's the great mistake that so many companies are making, right? It's just, text or it's just images. This is where we got to be. We've got to have one specific video for every major product or service on our website. That's what we must have. But here's what's critical too. And this is the part that most companies don't do. So usually if you're creating a product or service video, you talk about that product or service and you say who it's for and how you do it, stuff like that. That's not special because everybody does it. What makes it special? Here's what makes it special. What's key to this, especially from a psychological perspective and from a moving someone down the funnel perspective is not only should you say who the product or service is for, but you must explain who it is not for. This is critical. So who it's for and who it's not for. If you do this, now the person is going to say, wow, nobody's actually been willing to tell me that. Fact of fact, we're not. It's the moment we become much more attractive to those who we are a good fit for. Product service pages. Let's make sure within the next year you have a video on every major product service page of your site. Now you might be saying, well, Mark, is I've got a million products and services because I am an e-commerce company or whatever. Okay, gang, let's not overcomplicate this. Let's start with the 20% of the products that you sell that generate 80% of the revenue. Right. Or the ones that have the most potential. That's where we start. If you only sell a few items a year, don't focus on that. But we need to get to the point where as buyers, we expect to see it before we buy it. We preferably rather see it, feel it, touch it, taste it. But we can't do that. We certainly want our senses to feel like we have vetted it properly, not just textually, not just intellectually, but emotionally and visually as well. That's number three. Okay. So three down from the selling seven. Next one. I love this one. If you're not doing this one, this is a game changer. Landing pages. So for the sake of this conversation, we're going to call a landing page, any page of your site that has a form that somebody has to fill out. Now when somebody's filling out a form, as you know, they have four major fears because they got to give their information, their name, their email, stuff like that. Right. So here's the four major fears that they're going to face when filling out forms. And this is why forms have a low conversion rate. First one is they're afraid you're going to spam them to death email. Second one is they're afraid you're going to call them to death. Third one is that they're saying to themselves, all right, what are you going to do with my information? Privacy. And fourth one is they're saying, so what exactly is this process going to look like? That happens all the time, right? You've gone through that before. So this is what you do. You want to put a video next to the form, right next to it. And you want to title it. And the title has got to be very clear. It's got to jump right out. Guess what the title of the video is. If you guessed, see exactly what will happen when you fill out this form. You're right. That's what the title should be. You say, why should the title be that? Well, that's what they're thinking. They ask, you answer, right? So that's what they're thinking. That's what the title is. And how does the video sound? It's something really simple. It sounds something like this. Okay. So you're sitting there right now and you're saying to yourself, should I fill out this form? Are you guys going to call me and spam me to death? What are you going to do with my information? What's this process going to look like? Okay, calm down. Let's explain exactly what's going to happen from here. And then you explain it. We have consistently found my friends again and again and again, the average, the average is an 80% increase in conversion rates for that form. Think about that for a second. If you've got an 80% lift on your forms, your contact us or get a quote or whatever that form is over the course of the next year, what type of financial impact is that going to have on the company? What? Yeah, that's going to be awesome. It's going to be crazy. That's why you must, you must do this. Okay. So that is landing pages. Game changer. Number five, one of my faves, is cost, price, rates, et cetera. Now I'm not going to dive well, well into this. If you haven't read my book, they ask you answer or watch any talk that I've given over the last geez, eight or nine years on this subject. Well, back to the matter is we, you, me, we, we are obsessive about researching cost and price before we buy stuff. And when we can't find it, we tend not to trust the company. We don't like, we don't like calling the company anymore. We want to know before we call, before we contact, before we meet with the salesperson, these are the things we want to know. So we must start to create better content on cost and price, and it should be very visually ready and appearing on your website. And how do we want to do these videos? There's certain elements that we want to talk about. You don't have to give the exact price list. Let me just say that now before you freak out. That is up to you how specific you get, but here's what you must do in a great cost price video. Guys, I'm telling you, if you do this, it's going to separate you from the marketplace, from your competitors. You want to talk about the factors that drive the cost of the product or service up and the factors that keep the cost down, just like you would if you're meeting with a prospect, right? So what makes it expensive? What makes it less expensive? That's the first part. The second part is, and this is again critical, why are some companies so expensive, whereas other companies are so cheap? You've dealt with this before in your industry. It frustrates you to death. You've got some super, super cheap competitors. You know it's not the same product or service. And you have other ones that are higher end, but buyers don't necessarily understand why they are what they are. So we've got to be willing to express that. And then finally, the third part is, where do you fall in this? Again, you can be a specific or as generic as you want, but this is what we found over and over again. Companies over time get more, not less specific when they talk about cost and price. Why? Because the leads get better. Because the sales appointments get better. Because closing rates go up. Because trust is increased. That's how it works. That's how it works. Cost, price, rates, et cetera. Is this going to be a little bit longer video? Yes. Could this be part of the 80%? Video. Yeah, it could, but, but because it's such a big deal, I suggest making one individual larger video just about cost, price, and rates. Okay. Guys, you have to do this. Your sales team will start using it immediately. And just think about this, right? Think about how many times you've lost a deal, especially in a sales situation, because salesperson met with somebody within the organization. That person had to go talk to other people, other decision makers, and when they went and talked to them, they tried to deliver your message and they tried to explain the value of your product or service, but they're the messenger. They can't do it like a salesperson can. And that's why we want videos that we can put in the hands of the messenger, which act as a tool so that instead of them messing up your message, now your message is greatly enhanced. Make sure you get that one done. It is fundamental. It is critical. Number six. Rocking and rolling with the selling seven. You like these? You're like, I haven't done these. I haven't done these. I need to do these. Why have I not done these? It makes total sense. I know. Okay. Number six, the hero's journey. All right. So the customer has a journey, needs to be aligned with Disney's, the hero's journey. What is the hero's journey? Well, this is a video that shows your customers that is way better than those testimonials, way better than those quotes that you see. This shows their journey. So it's got three parts, does the hero's journey. Here's the three parts. Where they were, the problem that they had. Okay. Right. Again, Disney has taught us this a million times. You know, Nemo, the fish gets lost, separates himself from his dad. So that's the problem they had. All right. The need, the issue, the concern. Now the journey that they went on, they went on preferably with you. That's the second part, right? That's the long part. And then finally, where they are today, right? So Nemo gets lost. He goes on this journey. His father tries to find him and then they live happily ever after with their new friends. Right. So this is, this is the way Disney has done it. Companies generally don't understand how to do great testimonial videos. Three parts, the problem they had, the journey they went on product or service and where they are today, because they made that purchase because they made that decision. That's the hero's journey. Now you might say, well, I don't know if our customers would be willing to participate. You haven't asked them. How do you know? I know because we've done this with so many industries, B2B, B2C services and products. And I'm telling you that the majority of the time, if you've done a great job, most people are going to be willing to participate. Some are going to say no. Yeah. Some are going to say no, but lots are going to say yes. And that's all that matters. Doesn't matter if tens say no. Five said yes. All right. That's the customer's journey. And finally, number seven, we're at the end. Claims we make. What about the claims we make? Okay. So think about all the claims you make as a company. You make a lot of claims, right? Things like we're the best this, we're the most that. People say it all the time. Companies make it all the time. Okay. Now I want you to write down those claims. Seriously. Brainstorm those claims. Brainstorm them. Now, once you've brainstormed them, the next step to this is ask yourself, okay, of these that we've written down, how many of our competitors make a similar, if not the same claim? Yep. Yep. And then finally, finally ask yourself of these claims, have we visually proven through video and not just stated? Seeing is believing. And if everybody in the market is making the same claim, what does it mean? It means nothing until you show the thing. That's the claims we make. And that, my friends, that's the selling seven. The idea behind all these is if they can't see it, it being that claim, that thing, whatever it is, it doesn't exist. We have to stop thinking in terms of messaging through just words. We must message. We must sell through images. That is the future of the way that it works. Now, before we leave this wonderful little conversation, I wanted to briefly explain to you some of the simple practices that we have taught companies over the past few years that really work. I mean, lots of companies start video. Many of them fail. One of the reasons why they fail is they try to throw their subject matter experts on camera and they stink. Now it's not because they're not good on camera. Most people at first are not great on camera until you give them certain tips, tricks, and trainings. You can do this. We have done this. I have done so many of these trainings now. We offer a bunch of workshops for on-camera performance training and teaching sales teams how to use video. So what I'm about to tell you, these are just the simple ones that matter and have the biggest impact in the shortest period of time. This is what I've consistently seen. If somebody gets an hour of training, they can be very good on video. Yes, one hour of training is possible. So let's look at some of these best practices and techniques. There are two essential rules to video that you must teach your subject matter experts. I'm following this rule right now, the first one. So what is this first essential rule? And then we'll talk about the second. The first and most important rule of video in getting your subject matter experts and your sales team involved with video is this rule. That is, once they start a video, they can't stop. Can't stop. Going, no matter what happens, no matter what. It's no different than the reporter on TV, the news anchor on TV. They can't stop because it's live, right? It's live recording. We can't stop. I can't stop. But we do this with video. We'll start a video and we'll screw up and like, and then we'll stop and say, I got to start over again. Can't do that. Now there's a psychology of the moment we know we can stop is the moment we start stopping a lot more. True. Very true. So we can't think like that. I got to go all the way through it. Plus there's a few other reasons. Another reason is because there's a videographer. They're going to make you look and sound good. We've got to train our team to be themselves and to know that if they mess up a sentence or say it just to say it again and allow the videographer to do what they do to edit it, to make that person look good. Right? The other reason is when we're recording a video, it's important that we work all the way through to the end. Why? Because it's like writing a draft. You want to see the entire draft and how it all comes together. You need to practice the entire draft. So that's the most important rule of video. It's the no stop rule. Once you start, you can't stop. Now, the second rule though is you can do it again. So let's say you do the video. You don't love it or you like it, but you don't love it. Well, you can do it again. You can do it again. That's totally fine. In fact, the videographer might take pieces from both takes. Here's what I would say though. If you have to do more than three takes, probably too much. In other words, if you have to do it more than three times, you probably don't know the subject very well, or you haven't been trained right yet, or you're just not following the rules. So you can do it again. You can do it most important rule, the don't stop rule. But the second rule is you can do it again. If you teach this to your sales team, to your subject matter experts, to your leadership team, I'm telling you, you're going to start to see people do one take wonders over and over again. If you're not following me on LinkedIn, you should. All right, here's where I put most of my videos. Just look me up on LinkedIn, Marcus Sheridan. Follow me on LinkedIn. I produce two videos a week. Most of all the videos are one take videos. One take. Almost no editing. Because I'm so used to this and I follow the rules that I'm sharing with you right now. All right, second one. Who are you talking to? This is a big deal. When you are recording someone, literally ask them, subject matter expert or experts or whoever it is, who are you talking to right now? When I look at the camera, which is what I'm doing right now, when I'm recording, I'm talking to the person who's I look at the camera. I need to know who I'm talking to. Right now, I'm talking to that marketer, to that leadership team member, to that salesperson, that person that knows, I know I need to do video. We just haven't really done it well yet. But I know it's on my mind. I'm not trying to convince you to do video. If I got to convince you to do that, you're blind. I mean, seriously. Because you know how you want to buy visually. And so I'm not going to convince you. That's not the person I'm talking to today. I'm talking to the individual that realizes, my goodness, if we don't start to do this, we're going to be left behind. Right? So I know my persona. I know who I'm talking to. But get the subject matter expert to verbalize it. And by so doing, identifying who that person is, essentially, that buyer is, the type of buyer. Now, it dictates the type of communication that we have. It takes us to the promised land. All right. That's the second one. Third one, start with a smile. You know, it's amazing how often people forget to smile, or how they don't leverage the smile. You know how much I've been smiling. Smiling changes my mindset, changes your mindset as the receiver. It enhances my ability to communicate, makes me feel more of my true self when I'm on camera. So this is how you need to do it. And it's going to sound funny or cheesy, but it's true. When you start a video, you should be coming off of a smile, not into a smile. So you ever seen a video where the person says, action, and then all of a sudden they smile. You don't want to do that. You want to say, action. Hey, everybody, Marcus Sheridan here. See the difference, right? So the idea is that you're starting with a smile. So this is a people that we work with, or we're teaching this to companies. And that is you have three seconds beforehand where you're smiling, right? So the person that's doing the recording is saying, we're smiling, we're smiling. And you literally hold the smile. And then you start coming off of the smile. And what gives us the twinkle in the eyes, light shining off the cheekbones to the eyes. That's why we have the twinkle. And that's why the smile matters so much. Start with a smile. Disarm. Disarming is a big deal. What do I mean by disarming? It means put your weapons down, folks. What do I mean by that? Well, when we are doing anything that has to do with sales, oftentimes the receiver expects us to be biased. They expect us to be one-sided. We must disarm this mindset immediately. Get them to trust us. And how do we do that? We say something they don't expect to hear. Let me give you an example of this. Okay. So let's say I was producing a video for my swimming pool company. Again, you can read all about my swimming pool company and they ask you answer, but it's the most traffic swimming pool company in the world. We have millions of views on YouTube. So all this stuff, I'm telling you, I've done it with my pool company, B2C. I've done it with my agency and other 70 employees, B2B. It's all the same thing. All right. Principles are always, the same. It's amazing. Businesses don't change. They think they do, but they do not. So when we disarm, how does it sound? So let's say I was producing a video for my swimming pool company and it was fiberglass versus concrete pools. And that's what this video is about, comparing fiberglass and concrete pools. Now the video might start off like this. Now watch how I'll disarm the viewer so that they realize this person's not biased. They have my best interest at heart. It might sound something like this. Okay. So one of the questions that I get all the time as a pool guy is, Marcus, be honest, tell me, why should I choose fiberglass over concrete? Well, the truth is you shouldn't always choose fiberglass over concrete. We only sell fiberglass at river pools and spas, but we recognize that there are times when concrete might be the better option. So what this video is going to do, it's going to explain to you the cons of both types of pools, honestly, transparently. This way, by the end, you'll be able to decide which is the best choice for you. See, that's it. That's all you do. Okay. Now I'm having fun, but that's the way it sounds. Hopefully you heard the disarming happening there. I came right out and said, we only do fiberglass. We recognize that there are times when concrete pools are not the best choice for everybody. There are times when concrete is the best option. We're going to talk about both honestly and transparently. That's disarmament, disarming, and you need to do that and train your team to do that too with your video. That's essential if you want to influence and you want to persuade. One of the final ones really is this. Don't try to sound smart. That's not the goal. You know, when you sit there like, let me explain to you why, I mean, we don't do that. That's not the goal. Because when we try to sound smart, we start to look stupid. That's the truth. Have you ever watched a video and within seconds you're like, I don't like this guy. I don't like this girl. Why? Sometimes you don't even say it out loud, but it's because they think we're trying to come across as smarter than you. Right? Yep. That's the problem. And so we can't try to do that. We're helpful. We're friendly. We're just talking with a friend at the coffee shop. That's all we're doing. So you will see this with some of your subject matter experts. Tell them, stop trying to sound so smart. Just talk to me right now. Just teach me. Just help me understand. And by doing that, you will induce the most trust. Final points that I want to make. So we've talked about the selling seven and the critical seven videos that will induce way more sales and increase those closing rates, decrease sales cycles. I mean, they're just great. They're just great. Sales team are going to love them. Then we talked about the simple techniques that you need to train your sales team on and how, again, we know these because we've done them for over two and a half years. So many companies have developed this culture of in-house video. Now, during this time too, I've seen that there's five essential elements to make this work. Don't skip these five. Yeah, you're going to look at them and you're going to say, I think I could skip one or two. No, you cannot. I've tried. You got to trust me. Don't skip. So how do we make this work long term? Number one, most essential. From top to bottom, you have to have top to bottom buy-in. In other words, everybody from the leadership team to the sales managers, to the sales team, to the marketing team, all your subject matter. They've got to understand, hey, we're a media company. People want to see it. They don't just want to read it. They need to trust us and we need to give them every reason to trust us. And so top to bottom buy-in is essential. This is why I teach so many workshops on this because marketing teams come to me because they can't get buy-in from leadership or sales, whether it's with content marketing or digital or video. So I go in and I fix that problem. It's a major problem. You have so many frustrated marketers throughout the world right now. The number one email that I get is from marketers that are saying, Marcus, I catch the vision. The problem is nobody on my team does. And I'm just so frustrated. I can't continue to work at this place unless they start to believe what I'm telling them. I know. I see it all the time. Number one email that I get, gotten over a thousand of those over the years. Number two is you've got to have somebody that owns video in-house. don't think you can just outsource this and get the same results. Our most successful companies, and this is the norm, our most successful companies produce over a hundred videos a year. Yeah. A hundred videos a year. You're like a hundred videos. Yes. A hundred videos a year. That's where you need to be as a company. Two videos a week. That's where you need to be. That's where you have magical momentum. And so do you think you're going to do a hundred videos a year outsourcing? Nope. And how much would that cost you? By the way, it's going to cost you way more than an in-house videographer. I can promise you that this videographer is going to do the job of multiple salespeople. They're going to make all your sales team more efficient just by increasing closing rates a few percentage points more than pay for themselves. Don't try to have somebody on staff spend a couple hours a week on video. No. Get somebody to own this. Now, number three, embrace the messy. What do I mean by that? It's not going to be easy at first. You're not going at first. You might not have all the equipment you need, or you might not have, you know, the subject matter expertise. They might not know how to be great on camera at first, but you got to roll with it. I wasn't natural on camera. If you went and looked at my personal YouTube page right now and looked at some of the oldest videos, you're like, oh, he wasn't that great. So it just comes with time, right? So embrace the messy. Eventually, it's going to get beautiful. Number four, we must integrate video constantly into the sales process. Teach the sales team. Personalized video with emails, we should be doing that as a standard by this point. Everybody should be doing that. Certainly every salesperson. They should be dying to get on camera because they know it's going to build their brand. It's going to increase their closing rates. That's how it works. And then finally, number five, make it a religion. It's not something that would be nice to do. Be great if we could get that video done this week. No, we do this every week, twice a week until the end of time, because we know that's what it takes. This is the essence of a video culture. You might say, geez, we're a long ways away. That's okay. So are all of your competitors. You got a chance. This is still a blue ocean of opportunity. You can dominate your space. You just got to be willing to show the thing. This is my challenge to you. Folks, the bottom line is this. The mindset that we've got to have is our customers must feel like they have seen us in our face before we've ever seen them, that they've heard us before we've ever heard them. In other words, that they know our voice, the familiarity of our voice, and they must feel like they know us before we've ever met them. See us? Hear us? Know us? Before we've ever seen, heard, or known them. And if we do that, we'll achieve that magical thing that you and I call trust. So do whatever it takes to get buy-in. If you have questions about this, contact me anytime. Marcus at marcussheridan.com. As you know, I speak on this. I give lots of trainings on this too. Hopefully this has been helpful. And so, Stina, I will now turn it back to you. Thank you so much. Thank you so much, Marcus, for your insights. This was indeed helpful. See us, hear us, know us before we've ever seen, heard, or known them. As Marcus said, if you have any questions on this subject, feel free to reach out to him on marcus at marcussheridan.com, and he will be in touch and do his best to answer all your questions. So stay tuned for our webinar next month, which you will, of course, receive an invitation to as soon as we have. Have a fantastic day.