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Years ago, my millennial colleague razzed me about creating customer-facing videos that were too polished, and as he said, “inauthentic.” “People don’t want that studio type, perfect hair stuff,’” he chided.

“Yeah, yeah,” I said.

“No, really,” he demanded, “I dare you to make a video right now and send it to your email list.”

“Now? I look terrible. I’m sweaty, I’m hiking, and I haven’t a stitch of lipstick.”

“Exactly,” he said. “I double dare you.”

I did as he suggested. I posted a video on Facebook, and to my amazement, I had 10 times the amount of views on my video than I got on my emails. Since that day, I’ve incorporated video into every step of my sales process, and we consult with our customers to do the same.  Trust me; it changes everything.

Consider the stats:

  • 82% of consumer internet traffic will come from videos by 2022
  • Emails are opened 7% more when they have the word ‘video’ in the subject line
  • 95% of users watch an explainer video to learn more about a product or service

Whether you’re selling B2B or B2C separate yourself from your competition, embrace video now. Whether it’s to attract new business, secure additional business, ensure retention, or as a follow up to your discovery, video is the future. So how and where should you incorporate video?

There is no magic formula, but there is a process. To learn more, listen to this podcast I recorded with the team at OneMob. We discuss the power of 3’s, and I share tips based on how I use video to build trusting relationships.

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