Did you know that seventy percent of internet users want to learn about your product or services through content and not traditional advertising? I wonder why that is. Hmmmmm. Let’s unpack this, shall we?
Well, first of all, when you create great content that provides value to your ideal client or customer, you are seen by them as helping them instead of trying to “sell” them something. No one. I repeat, no one wants to be “sold.” As human creatures, we like to be educated on the product or service and then feel like it’s “all our idea” when we decide to make the purchase or commit to engaging the services of a professional. This is the kind of content that actually moves the needle.
Second, I want to take you inside one of those major department stores where pushy sales reps start spraying you with perfume and trying to “sell” you. Do you respond well to that? No. However, there are retail stores that actually help you with a free makeup makeover to help you learn about good products, learn how to apply the make-up, and actually “try the product out” so you can see how it looks on you BEFORE you make a major investment in the product since their beauty expert guides you through the process and you feel like it’s “all your idea.”
Another example of value involves one of my favorite past times and that’s wine tasting. Who wants to pay $25 to $35 for a bottle of wine without getting a taste inside the bottle first? I certainly don’t and that’s why I like going to a tasting room at the winemaker’s property to taste the wine before I buy it. The tasting room manager will give me insights into each wine on the tasting menu so I can have background on the grapes, the region (and how it affects the flavor), and other factors that I could never appreciate if they hadn’t given me specific background on each wine. By the end of my time in the tasting room, I’m able to make buying decisions based on whether or not I like the wine before I invest $25 or more in a bottle of red or a bottle of white.
Okay, so that’s a sales process, what does that have to do with “content?” Well, EVERYTHING.
Both of the sales process examples involve providing value to the client so they get to know the product in a way that’s valuable to them. How can you provide a similar value with your content?
Video provides a great way to re-create some of these sales techniques but with a story that educates your ideal customer or client on what you do, the product or service you provide, and help them make a decision in a way that a news segment presents a story (instead of a commercial). Gary Vaynerchuck (@GaryVee) clearly made a difference in his father’s wine and spirits business with his wine tasting videos that took the company from $3-million a year to $60-million a year.
When you do content right that educates and provides value, video will grow your business. Hey, have you joined my exclusive Grow Your Business with Video Facebook group yet? You haven’t? Well, today is the day you make that happen! I’m personally inviting you to join so we can connect there! Yay!
Marianne Schwab is the author of The Insider’s Guide to Media Training and, as Content Creation Strategist, she is the go-to broadcast media expert to show you how to get booked on TV and ace your on-camera interview. Her producer credits include Live with Regis & Kathie Lee, Lifestyles of the Rich & Famous, Runaway with the Rich & Famous, E! Entertainment Television ON E! Specials, and many more. She has worked in broadcast for over 25 years and is currently the Executive Producer for CMP Media Cafe, a company specializing in broadcast public relations where she provides customized media training services for clients.
Copyright © 2019 by Marianne Schwab. All Rights Reserved.