Episode 679: How to Use Video to Sell Stuff….The Right Way with Ian Garlic

Click here to Listen, Subscribe, and Review Perpetual Traffic on iTunes!
Click here to Listen, Subscribe, and Review Perpetual Traffic on Stitcher!

Ralph and Lauren sit down with Ian Garlic, the founder of Video Case Story, to uncover the most effective ways to use video for sales. While most brands flood social media with endless content, Ian reveals why simply creating more video isn’t enough. Instead, he shares a strategic approach to video marketing—one that moves prospects seamlessly from awareness to purchase without relying on traditional ad clicks. Whether you’re struggling with attribution, unsure if your video efforts are paying off, or looking for a smarter way to use customer testimonials, this episode delivers the insights you need to turn video into your most powerful sales tool.

Chapters:

  • 00:00:00 – Kicking Off Perpetual Traffic: Why Video is the Future of Sales
  • 00:00:39 – Meet Ian Garlic: The Mastermind Behind High-Converting Videos
  • 00:01:10 – The Secret to Using Video to Drive More Sales
  • 00:02:58 – Mapping Your Customer’s Journey for Maximum Conversions
  • 00:03:28 – AI, Marketing, and Sales: The Game-Changing Connection
  • 00:04:46 – The Truth About Creating Videos That Actually Work
  • 00:07:10 – How to Use YouTube to Explode Your Business Growth
  • 00:08:35 – Turning Your Sales Funnel into a Conversion Machine with Video
  • 00:17:53 – Why Most Businesses Ignore Post-Purchase Engagement (And Why It’s a Huge Mistake)
  • 00:22:28 – The Power of Fear in Marketing and How to Use It Ethically
  • 00:23:16 – The Four Must-Have Videos Every Business Needs
  • 00:23:58 – The Hidden Conversion Leaks Costing You Sales
  • 00:24:05 – The Perpetual Traffic Formula for Video Success
  • 00:24:14 – How to Craft Video Case Stories That Sell for You
  • 00:25:05 – Where Video Fits Into Your Sales Funnel for Maximum Impact
  • 00:27:00 – Why FAQs and Process Videos Are Secret Sales Weapons
  • 00:35:40 – The Ugly Truth About Most Sales Funnels (And How to Fix Yours)
  • 00:40:02 – Final Takeaways and Where to Learn More

LINKS AND RESOURCES:

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Tier 11 Data Suite

AppSumo – 13% off with code traffic13ant to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Read the transcript below:

How to Use Video to Sell Stuff….The Right Way with Ian Garlic

Ralph: [00:00:00] Hello, and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, the founder and CEO of Tier 11, alongside my awesome co host in the flesh, Lauren E. Petrulo. The founder of Longoose Media.

Ralph: That’s right. I stole your line. Well. Anyway, we’re here sitting in Actual person with each other, and she just gave me a wet willy, so, which is actually kind of gross. So, buddy, we’re here alongside Ian Garlick and Ian’s studio. If you don’t know who he is, I don’t know what you’ve been doing with your life.

Ralph: Because you should know who he is. CEO and founder of Video Case Story, he’s also got a podcast. Had him here on the show many, many times. He is the leading authority on all things video. Period. [00:01:00] Full stop. As Kasim always used to say. However, if you say that to Siri, like, they don’t know what to do with that.

Ralph: Period. Full stop. By the way, so don’t do that on any sort of dictation device. Today we’re going to talk about how to use video to sell. The right way we’ve talked about video many times you do a lot of video we do video we’re on video right now and but how do you actually use it to transport someone from not knowing who you are very top of funnel ultimately to buying your stuff and as we’ve discussed many times with attribution tools obviously to a data suite like all the tools that are out there most of the stuff never even has a click so it’s like it’s really hard for A lot of businesses say, is my video actually working?

Ralph: And so Ion, is here to tell you exactly. How to gauge that. So welcome back to perpetual traffic.

Ian: Thank you. Thanks for visiting me here in garlic studios. Yeah, it’s tremendous

Ralph: to be here.

Ian: That’s tremendous.

Ralph: Very cool setup. I’m [00:02:00] very jealous.

Ralph: I need your advice on how to set up my own studio. I can do that. Yeah. All right. I’ll fly up. It’s very cool. All right. So how do you actually sell using video? What’s the right way of doing it? A lot of people just say, Hey, if I’m just doing a ton of video, I. Multiply my content. I syndicate it. I put it in all the platforms.

Ralph: That’s all I need to do.

Ian: Lauren and I were talking about this yesterday and you got to decide what game you’re playing you can’t play the game of sales and of big metrics at first. Right. I mean, I think we talked about it before, like Gary V when he was getting all of his numbers, that wasn’t the sales piece their business.

Ian: They were two completely different pieces of his business. And what’s interesting one of groups I’m coaching in, a guy came in and he’s like, who’s Gary b? Right. And he’s in marketing. He’s been in marketing, sold a company five years ago and still didn’t know who Gary Vee was. The point being is, you have to think about just

Ian: From the time someone says, [00:03:00] hey, I need a solution to this problem and really is looking for a provider. Through them signing up with you and like what Joey Coleman talked about the first 100 days, you need to sell to your clients after they become your client.

Ian: And that’s what a lot of people stop doing because they, and they, think they get to marketing and marketing stops and sales starts and then sales stops and onboarding starts. I’m like, no, you need to be selling the whole way along. . I think this is where AI is going to merge marketing and sales really, really well if you do it right, but you have to concentrate on what are the big questions, Do you understand my problem? Do you really understand my problem? Lauren was talking about it before, like, Hey, I want to see things this way and you think I want to see it this way. Do you really understand me? Do you really understand, have you helped someone like me? Hmm. We all think we’re special, and

Lauren: hey,

Ian: you are special.

Lauren: Thank you.

Ian: But that’s where video case stories come in, not to promote them. Special . [00:04:00]

Speakers: How dare you. How dare you. You are.

Ian: Yes. You’re special in all the ways. This is special in all ways. You are my amazing co host, which is the start of every show. Much better co host than that other guy. That other guy.

Ian: Yeah.

Lauren: Well, look, we’re apparel, actually. Good to get it.

Ralph: Wow. We have contrasting apparel here today.

Lauren: Ralph Lauren, the polos.

Ralph: Uh huh. Yes.

Lauren: We’re apparently

Ian: See, AI could not generate that joke. No, no, that’s almost dead. That’s like mom humor. Yeah, mom humor. Yeah. Do you have mom jeans on?

Lauren: I know.

Ian: Wow. Everyone’s going after him.

Lauren: I know. She was like, why are you dressed down like this? It looks like you walked out of a cruise ship. I did say that!

Speakers: Um,

Ian: uh, so selling, selling, how do you sell? this is where you recreate as much as possible. Every part of the buying process on video and you describe your process.

Ian: [00:05:00] You describe the client stories, multiple versions of the client stories. You need to describe, you need to answer all their questions. You know, the, we talk about the three types of questions that you need to have. FAQs there’s questions that they’re asking you. There’s questions they’re thinking, and then there’s questions they should be asking.

Ian: And you know, like, the price of objection. One of the things we do, and I’ll give this away, this is a secret that I’ve never given away anywhere, not even on my podcast.

Speakers: Wow,

Ian: exclusive here, perpetual traffic. So. one of the things we’ve installed into our high end clients, and I don’t like the word high ticket because really, that’s what separates marketing and sales.

Ian: Like, well, it’s high ticket, you bought the ticket, now it’s done, And you can’t think that way. But with our high end clients that charge a lot, the third email is, why am I so expensive? And we make a video explaining why am I so expensive. A, that gets opened. everyone’s asking it and you get that price objection and you explain like, this is the difference.

Ian: And if you don’t want to pay that, that’s fine. [00:06:00] People so often go, I get it because they’ll open it up and you’ve got to think about those and it gives you a chance because the sales meetings, right? You come in and people are like, blah, the sales person’s like. Everything your prospects hearing one thing, whatever their questions, your video allows them to experience everything else asynchronously when they’re ready for it and they can poke around and when they start to understand things, they start to get it.

Ian: And I use video all the time and reiterate and send the video over and over and over and over again. Like, this is what the green zone is. This is why you have to focus here. No, we don’t have to like, this is very meta, but the meta, not the software, but, the platform, but. I have to explain to people, like, we don’t want to look at those numbers.

Ian: you’re going to have an invisible pipeline. I know, I know you want to have the metrics. What’s going to happen is people are just going to walk through the door and go ready to buy from you. And I hear this more and more, [00:07:00] more I’m hearing, I saw you on TV. And none of my clients, I have one or two clients that have spent money on tv.

Ian: It’s all YouTube,

Lauren: well, YouTube tv.

Ian: YouTube tv. It’s on the remote or they see it on video and they just, even if they’re watching YouTube on their, phone or wherever they, on their smart tv, on their smart tv, on their device, they equate YouTube to tv. but they’ll watch if you have the right suite of videos.

Ian: Now, the second part of that. Is you have to also, this is the opportunity that I think so few people really, really understand what I call feeding the monster other platforms reward you for sending traffic, but YouTube has all the Google’s data. So when you send someone who has a specific problem to a specific video, YouTube knows exactly everyone else that has that problem.

Ian: Because before they know they have that problem. Right? Remember when Target was like, got in trouble for sending out coupons for people being pregnant? Yeah. I mean, YouTube is a little more powerful algorithm and target. [00:08:00] So that’s where not only do you feed YouTube and say, this is who I want, but now YouTube is going to follow the rest of the suggest other videos.

Ian: If you have the right videos. have to have all of the sales. Create your natural funnel for you. For you in essence. Yeah. Yeah. Create the invisible pipeline for you. Individual for everyone. It is individual, but They’re going to look at next, right? I start looking at ukulele videos.

Ian: Also, it’s like ukulele stuff, but, and then it’s like, oh, ukulele plus cooking. Oh, ukulele plus marketing. Oh, that’s perfect for Ryan. Right. And that’s how you do it. Now, the interesting part is like, what I call the core for converting videos, your video case stories, your about us, your FAQs.

Ian: They’re all still sales videos. And this is where people like, Oh, let me tell you about my process. Like your process is actually a hidden offer video. because you have the story and then you have the offer, if you treat the process like an offer video. And your about us is you going, [00:09:00] is your positioning video.

Ian: It’s like, this is why I’m the best, but it’s in the disguise of the about us. And then it’s like, how’s this going to work? That’s your offer video. And then they know what the next steps are. Right. And a future paces people. those are the videos. You not only have that pipeline, you have an whole onboarding thing.

Ian: And that’s where I tell people, it’s like, they’re like, I don’t want to send people to YouTube because they’re going to look at other things. Like. No one is going to your website and just leave, like, closes out every browser tab and looks at your website.

Speakers: Ha ha.

Ian: They’re like, oh, there’s no other websites besides this.

Ian: I have attorneys tell me this all. I don’t want them to see my competition. I’m like, do you think they’re spending like three hours on your website? No, no one wants to spend any time on a website, right? They’re going to go back to YouTube. Might as well feed them YouTube and have the right videos. Now, I do think also one of the things we’re starting to do too, is if it’s not your conversion, like Video Case Stories, our converting channel, Buying Garlic is kind of like my experimental content channel because when someone’s ready to [00:10:00] buy from us, I want to send them over there, but I want them to be able to really quickly go through that journey and not get distracted by it because I’ve had, I’ve noticed when like there’s too many podcast episodes on the same thing, it doesn’t work as well.

Ian: And it’s, me talking to clients and going, I wish I go, Hey, here is the thing. But after 20 years of doing this, there’s still very low attribution. The one thing I do, like, this is the magic attribution question. When someone comes through, did you see any of our videos? That’s why I tell them to ask.

Ian: Because then it starts a conversation. But a lot of times there’s not an attribution. The other thing I do, and I’ve done that, you know, or in a post purchase survey, if you’re a virtual business, in your case, it’s obviously it’s service based. survey, yeah. This is where, one of the other types of videos, I used to call video blog posts, but it’s really your big idea videos, when you start to own ideas.

Ian: Like video case stories, an idea or the green zones, an idea, or, with [00:11:00] your software, when you start to see people come through and talk your language, you know, the videos work, that’s the best one,

Ralph: the best, the best videos, I mean, maybe this is a question to you, but it’s the ones where they get on, we obviously sell services, we sell services through a phone call or like a discovery call.

Ralph: But it’s the ones where like, yeah, I mean, I already know who you guys are just. I’m ready. Yep. how do you get to that point? you can’t have enough of those. No. I mean, granted, like, you have done something somewhere along the way, and I think of one particular discovery call that I was on maybe two weeks ago, I have Uh, he, he has no idea really where it was at podcast.

Ralph: Was it videos? Was it our YouTube lives? Was it our Instagram? He’s like, I just know you guys have consumed all your content. And if we actually tracked him back, there was zero clicks. Yeah. His only click on our website was [00:12:00] fill in the form.

Ian: I’m surprised you did that and just saying call. I I’m like, I want to work with that person.

Ian: I’m like, Oh yeah, I’m ready. And that’s it. probably a high end customer too. Yeah. Yeah. Absolutely. Those big clients, they’re lurkers because they don’t want to be opted in. They don’t want to go through a funnel unless they’re hacking your funnel.

Ian: They know how all this stuff works because they got to that point because they were good salespeople. And they don’t want to be quote unquote sold. They just want to be there when they’re ready. that’s where we have to focus on with our videos. it’s so marketing 101, but we have to speak to that person.

Ian: But unfortunately, that person has such a specific range of content that they want to see that it’s not going to get your 20, views. when you have that influencer strategy of, well, this is what’s trending, That’s going to give you the wrong content instead of speaking directly to that person.

Ian: Because not only do

Ralph: It won’t do anything to attract your ICP either. No. old expression, I’d rather have a video with a thousand [00:13:00] views and a hundred leads versus a video with a million views and one lead. I mean, people get so focused on the view number. And when I send people to our channel, like, Oh, you know, some of your videos only get like a couple hundred views.

Ralph: I’m like, well, the right people are watching them.

Ian: Yeah.

Ralph: That’s what I care about.

Ian: had a client who had two six figure clients from a video that had 50 views. I can’t talk about it, but it’s such a specific problem that if someone’s looking that up. It’s a million dollar problem.

Ian: And yeah,

Ralph: so I guess that takes us back to and I hate to say like the basics of marketing is doing your research on your ICP and then that feeds what videos you’re actually going to produce so that of the calls to action on our videos and the ones that we recommend for like when we do social for clients is not necessarily But You know, opt in now or call us it’s subscribe to our channel.

Ralph: Watch more videos like this.

Ian: Watch this [00:14:00] video.

Ralph: Watch more.

Ian: Or if you want to know how this works, watch this. That’s what we’re doing more of is like feed it down the pipeline. What’s the logical next step? Right. What would be the next step in the process? Like, Oh, we do your discovery call, we name it.

Ian: And then like, Hey, this is how much money you’re losing by not having video case stories. Do you want to figure out which are your best video case stories? Oh. And then, Hey, if you want to work with us, here’s how it was. Here’s exactly how it worked with us down that process. And I think that’s where you need to start thinking about YouTube and videos like that is moving them down a video funnel more so than.

Ian: The opt-in.

Ralph: So you talked about the core four and you also talked about the green zone. Mm-hmm . Let’s further define both of those. I don’t know which one you wanna talk about first, but the green zone is obviously something that,

Lauren: so the green zone?

Ralph: Yeah, the green zone. the green zone.

Ian: You know about the green zone don’t, yeah, but the green zone.

Speakers: why are we look at her.

Ian: But, um, bump, um, so the green zone is where [00:15:00] money’s made. And so often people like, Hey, I want to go out and sell my thing to everyone. Cause everyone’s ready to buy my thing. But then if you’re solving some sort of problem, isn’t it easier to figure out the person that’s looking for that solution to that problem and sell to that person, and it’s even easier that someone’s looking for help with that specific problem.

Ian: And even in that moment, like the other day, I had a bit of a mishap with an RV. That we talked about and in that moment, I had about a thousand different questions running through my mind. Right. until you’re, yeah, until this is a story that maybe one day I’ll come out, but I had a random friend that just pop out of the woods and help me, a helper, a helper, a helper from the woods.

Ian: Always look for helpers. Mr. Roger said,

Speakers: that’s right.

Ian: He did. He did. He did say that, you know, he went to my school. Um, things, the things we, yeah, we don’t know. [00:16:00] but

Lauren: Michelle Obama went to my school. So nobody, nobody

Ian: went to my school. anyway, the green zone is where people are ready to buy. And also we forget, we need to keep marketing and selling to people.

Ian: for example, proposals or contact us page. How many people have an optimized contact us page with a case story on it? Explain what the process is going to be when you enter.

Lauren: I don’t,

Ian: no one does. I know. So that’s the most valuable page on your website. Cause that’s someone going.

Ian: I’m ready to work with you. That’s the ultimate thing. And we’re like, here’s a form. Please fill this out. It’s got 30 questions. You’ve got time for that.

Ralph: Yeah. Oh, you’re, talking about either the contact us form or really the application form if you’re a service based business.

Ian: Yeah. Application will work with you.

Ian: It’s like, here’s what’s going to happen. This is why you want it. And you sell them on the idea of each step. Like, here’s what’s going to happen next. Right. and then proposals, Who puts videos on proposals? Pandadoc told us that, you know, [00:17:00] 32%, you close 32 percent more proposals with video on it.

Ian: 32%, like 32 percent raise, boom. But we, we stopped selling the second we get the lead. Or we stopped marketing the second we get the lead. And we’re in that, we’re in sales mode. We’re just like close, close, close, close. Instead of going, here’s what you have to do next. And here’s what you have to do next. One of the groups I’m in, because, you know, I spend money on coaching and consulting, we were talking about this the other day, and it’s like, Oh, you have to tell them that you’re doing a workshop and not just an online workshop. It’s a zoom workshop that will be live with you.

Ian: And then you can have the recording. You have to tell them exactly what’s gonna happen. Cause there’s so much information coming at us and we have to keep selling and that’s where video allows us to, but here’s the magical part about it is if you do it. The more they see your face and hear your voice, the more the mere exposure effect is triggered.

Ian: And that’s when you get the, Oh, Ralph, I love you. And they feel like they know you. And the more time you get with someone, They’re going to be plus there’s an inside the green [00:18:00] zone. There’s an area of right after they signed the contract that we don’t like to talk about.

Ian: And it’s called buyer’s remorse. Every single person has buyer’s remorse.

Speakers: Yeah.

Ian: And it’s an opportunity to go, we’re so excited. Here’s someone just like you recently signed up, reminder of here’s the process Here’s the bios of the team members that you’re going to work with. Now you start selling your team to these people because the happier they are in those first hundred days.

Ian: The more they’re going to stay with you, if it’s an ongoing service, the more they’re going to refer to you. we need to be selling there too, because then you’re getting a better chance of getting a referral.

Ralph: And those videos are, I mean, I’m sort of picturing in my mind, are in like an email sequence, post purchase, post application, post anything, but you’re also saying, put those videos out there.

Ralph: As well, like on your YouTube channel.

Ian: optimize your online presence too. So like your digital front door and people spend a hundred thousand dollars in offices, no one goes to, and then you look it up and it’s like, [00:19:00] like I Google someone’s name and I’m like, are they still in business?

Ian: Or it’s like, it’s kind of like they don’t own that first page, but you can have all those videos showing up on search as your name and, or your team members. Make your team members famous because they’re going to be much happier if they’ve worked with them and know that, Hey, they’re not an AI, or maybe if they are AI bot, you have a video of the AI bot going, Hey, I’m AI Lauren.

Ian: I’m going to help you. Cause, and I’m gonna make your a very special experience.

Ralph: So before four, like if you just break it down, I guess I’m looking for like a system. And

Ian: it’s the system. It’s pretty simple.

Ralph: Yeah.

Ian: You’d listen to your customers. You collect the video case stories from the video, listen to your customers.

Ian: You’re going to find your hooks and your angles and

Ralph: your

Ian: pain

Ralph: points to do videos on or subject for like top of funnel that they’re going to be searching for.

Ralph: So whenever I [00:20:00] think about the buying process, we think about the people who are in the market to buy. Like people that are. looking for a solution, but that’s a finite number of individuals who are ready and are looking actively looking because they’re dissatisfied with their current state.

Ralph: I see that it’s like the percentage is different depending on what marketing book you read, but let’s say there’s 10 percent of your market, your total addressable market that’s happy with their solution, they’re not moving. they’re happy, they’re not anywhere near the point where I want to change my service or I want to get a better product because they’re happy with it.

Ralph: Then there’s the other 10 percent on the other side that is dissatisfied and is actively looking. Whether it’s 5 percent or 1%, I don’t know what the percentage is, let’s just say it’s 10%. I look at video as those people you should actively be targeting. However, the largest part of the market is that zone of indifference that’s in the middle.

Ralph: It’s that 80%. They have a solution that they’re kind of happy with. It’s like, [00:21:00] I have an iPhone 13 and I know there’s like, what is it now? There’s the 16 coming out. It’s like, I’m kind of happy with it. You know, the battery kind of like dies. It’s like five o’clock on, you know, an average day. But you know, I can handle it.

Ralph: I’ve got an extra battery. I’m in that zone of indifference. I’m not quite ready to buy you. So I look at video as a great way of getting those people that are in the zone of indifference to become buyers and buyers for your solution. And so how do you script out or at least map out a funnel for both of those areas?

Ralph: Because I think that’s where people get a little bit confused.

Ian: But

Ralph: the problem

Ian: is that they’re trying to do both at once. Yeah.

Ralph: And that’s the problem. They’re really two different

Ian: buyers. the biggest part of the funnel is where you can get the numbers is people that really don’t care, but we were trying to grab their attention.

Ian: And so we’re using like really super top of the funnel stuff. you’ll never believe what happened in this car accident, I get a ton of people to watch that. I don’t know if they’re going to need a personal injury attorney, but the [00:22:00] zone of indifference like you’re talking about is once you have the green zone pretty dialed in.

Ian: Now you can look at that, but I wouldn’t do that until you go over here. And now it’s like, now let’s think about converting those people. Cause there are a lot of people, you know, always think like competition is another company, but a lot of times our competition is lack of action, right?

Speakers: Oh, a hundred percent.

Speakers: Yeah.

Ian: It’s just not doing anything. Inertia

Speakers: is the biggest problem.

Ian: Yeah. In tax resolution. you know, it’s a really competitive area. procrastination is the biggest enemy. It’s not another tax company, And so that’s where now you start to talk to those people and you start to put fear in.

Ian: And that’s, I mean, like in that one, it’s like fear has been the biggest, the one that’s worked the best. It’s like, never believe what happened to this person who didn’t pay their taxes. So yeah, now you start to talk to those people, but knowing that once they decide, they can quickly spend time with you and go.

Ian: Okay. Do I like this person? How’s this going to happen? Oh, answer my questions. All right, let’s, I’ll call him up [00:23:00] but if you don’t have this, a lot of times people make all this other video content and they’re like, but it’s just not working. I’m like, yeah, because they don’t know you’re open for business, right?

Ian: You need that activation

Ralph: content. And so then that content, so we sort of separate that out. That’s what you sort of talk about with the core four. Or

Ian: is there some overlap? No, the core four videos are like, it’s optimizing the green zone and a little better. Now you move into those big idea videos, and those other things like, oh, here’s your other problem or, you know, ancillary problems, And it’s like, Oh, I got in a car accident a few months ago, but it’s not really going away or my insurance company kind of sucks. Those are the people that are in the zone of indifference or the product, like, Oh, you know what, is it time for a new phone? Right. answering those questions, but if someone goes, you go, yeah, it’s time for a new phone and there’s nothing happening on the other side here.

Ian: They’re like, okay, let me go over to Verizon and buy a new phone. Right, right. So that’s where you got to think about that. If it’s not optimized, the [00:24:00] conversion mechanism is not optimized. It doesn’t matter how much traffic you throw at it. you’re not going to have perpetual traffic.

Ralph: So talk to me about perpetual traffic. There you go. I don’t know if this is our podcast. So what is the core for? You mentioned it a couple of times.

Ian: video case stories is number one. Most important. I think if you just did those really well, you can win. You’re about a second most used page on your website.

Ian: But it still should be your positioning. it should have great hooks. It should incorporate the video case stories, your process video. People want to know what’s going to happen. Improving process. Improving process. I mean, it comes back to EOS, right? Yep. A lot of this, there’s overlap with the U. S.

Ian: and it’s because the fundamentals are the same and then FAQs, Answer my questions, but yeah, you know, cold, warm and hot FAQs, three types of FAQs, but then those are my core firm videos. I have clients and I call them that because I’m looking back, I have clients that we just did those videos for who’ve had years of success.

Ian: So I go, but if I have clients that just [00:25:00] did a video case story and didn’t do anything else, that did okay. You’re missing

Ralph: the activation piece.

Ian: Yeah.

Ralph: Really. And when you say video case stories, you’re talking about like, what is your ICP’s pain points, desires, talk to that. Specifically, and that goes back to research or really understanding exactly what’s going on in their head.

Ian: Yeah. Yeah. and having a few of them because they’re gonna have different people with different problems, right? And they want to see someone like that. And you get the social proof too.

Ralph: Got it. And now, in proportion in those, like you have them all on your socials. Yeah. So you have, you’re having them all on your YouTube channel.

Ralph: For your

Ian: YouTube channel. Yep.

Ralph: And they watch them and not necessarily in one specific succession or in a sequence, it’s going to vary based upon, the individual and how ready they whether they are on the zone of indifference or whether they are and like a really dissatisfied and they’re in the market.

Ralph: What should be the portion of video? Like how much, like if you had to break it up by a percentage, if I was just starting a [00:26:00] company right now, I’m like, all right, I need a video strategy for my organization. What would you work on first, second, third, fourth, and how many in a percentage way would you have in each sort of.

Ralph: Portion of it.

Ian: I have three video case stories. Collect those because you’re going to see the patterns, then you get your process video done when we added the process tab to websites, it overtook the about us tab, and the heat maps. And we did it in one specific vertical. Which is basically, this is how we work.

Ian: This is how we work. So

Lauren: I’m like immediately thinking of our, like why work with us of adding another tab of like our processes. So that we could put that in there.

Ian: But, like, know the worst place to have It’s so logical, isn’t it? What’s the worst place to have video case stories? Why do you think I’m writing notes down?

Lauren: On a drive that’s never been uploaded to see. A

Ian: drive upload, but on your website you know the worst place to have the video case stories?

Lauren: Case studies page?

Ian: On the case studies page. The testimonials page doesn’t get clicked on ever. especially it’s called testimonials, And that’s where you weed the case stories, you weed the case stories into the pages.[00:27:00]

Ian: So then, yeah, the process about us, because it does get clicked on, but also that’s the thing you can optimize for your company name, when they’re looking at reviews, etc. And then your FAQs. The FAQs are easier to do, and they have it, but you won’t have as much of a conversion mechanism.

Ralph: So when you say about us, it’s really it’s the application page.

Ralph: It’s like that’s where you collect their contact information.

Ian: on the about us page. But also, Put your application on the about us page.

Lauren: That’s your call to action on the about us.

Ian: Your call to action on the about us is work with us. Yep. And here’s what it’s like process. so yeah, and then I try and connect those all together on YouTube too.

Ian: So it’s like, hey, here’s some questions. You want to know how to work with us? Here it is. Not just calls to action. Click here to sign up for an appointment. So you can

Ralph: Most people think that it’s like, you know, just put video content out there and then have some kind of lead capture and then magically that’s how it all works.

Ralph: And that’s why it doesn’t work. Nobody opens emails. No. You know, I mean, if you’re getting a 20% email open [00:28:00] rate, you’re doing pretty damn good.

Lauren: It’s an actual open rate, not the inflated one.

Ralph: Right, like

Ian: the actual open rate when they’re, when they engage you. Yeah. They will open the email, That first two days.

Ian: ’cause they’re like, I’m ready to work. Yeah. Your open rate to like 90, a hundred percent. Yeah. That’s where you, now you sent start sending those videos like, Hey, I’m gonna send you the mo the biggest questions. I’m gonna send you a little bit about our team and I’m gonna send you does

Lauren: marketing talk all that really well in his presentation?

Ian: He did actually. He had

Lauren: a great process. His process for onboarding has like 4 steps and each one has its own video.

Ralph: Yeah. We exchanged information afterwards.

Lauren: It was

Ralph: cool. he has a small business, But he got this down exactly what you’re talking about.

Ralph: This is just the place that we were at yesterday, you know, small business agencies, local businesses, literally in like the Birmingham area of England. Yeah. And that’s it, but he had this process down.

Lauren: Nailed.

Ralph: There you go. And his retention rates were like. nobody ever [00:29:00] left them.

Lauren: Like what Chris would say, 3%, max, 3%.

Ralph: It’s less than that. but it’s human psychology, really. that’s the actual sales process. Yeah, it’s so logical, it’s almost stupidly logical. Because that’s how people buy. That’s how people buy. Yeah. It’s like, what am I gonna get? Who are these people? have you helped someone like me with my specific problem?

Ralph: Yeah. Have you, do you know I’m all out? Do you get me?

Ian: I had a client the other day, we made this video seven years ago. He got another intake from a woman who’s a cosmetic dentist. And she said, Oh, I watched all your videos on YouTube. I’m flying down to come work with him. Seven years later. The videos still work that way, crazy.

Ian: because it’s sales, but it’s becoming more competitive. You still have to install it in your sales process. people are like, well, how do I get more people to watch my videos? I’m like, you send them the videos. when they’re interested and they’ll watch the video.

Ian: Yeah. once you get that stuff done, now you can do all the funky, let me test out thumbnails and see what’s [00:30:00] crazy thumbnail. Get those basics down, get the basics down. Yeah.

Ralph: Out of all of those though, it really seems to me that area where you can double down or triple down or quadruple down and go from somebody who’s in pain and looking for a solution to going into that zone of indifference is really loading up on the top of that.

Ralph: Like the video case story, like talking about from an educational standpoint. you’ve had enough interactions with your ideal customer, you know what their problems are, and then you do videos about that, that help them solve that problem, but at a certain point, some people are just gonna Take what they learn and actually implement it.

Ralph: That’s fine, but once you have video case stories about successes that you’ve had, that next level, that next layer of content really seems to be like the type of stuff that we’re doing here. this is really just one big sales funnel.

Ralph: Sorry, perpetual traffic listener. You’re in a funnel yourself right now, because these are probably some of the pains points that you have as a business. Like, how do I actually [00:31:00] use video? And there is a process behind it. And any successful business really does do it. If you only do one part you’re missing, it’s like, it’s always that activation part, like so many people are good.

Ralph: I see this so much. I just want to go out there and be a subject matter expert and show how smart I am and, and how much I know. And then there’s really no logical next step. It works sometimes, but you’re missing the other pieces to it. And people, yeah, and people are

Ian: afraid to sell. And like, they have to know you’re open for business and that you can buy.

Ian: And how do I buy from you? Right. And what’s going to happen once I call you? I want to know this. I’ve never hired a marketing agency or every marketing agency I talked to is different.

Lauren: Yeah,

Ian: and how are you gonna be different? What’s it gonna be like what you know? Are you gonna take 20 hours of my time before we get a single ad out, Or we gonna get an ad out tomorrow? Those are all things you’ve got to answer really quickly

Ralph: Yeah, so I [00:32:00] always sort of say top of funnel But sort of like video case story level like awareness level like talking to that ideal customer profile Say, like getting them to say, this person gets me, what is the call to action?

Ralph: Is it watch more? Or is it at some point you actually say, Hey, you know, we are open for business. Go to our apply page or our contact us page. Like at what point do you sell in your opinion? I

Ian: mean, that’s where it depends on. So where they’re counting, right? Yeah. If they’re on your YouTube channel, I generally go, well, I don’t sell in that video case story.

Ian: Now, if it is a hot video case story, meaning it is very provider specific, like tier 11 has amazing customer service. I can call any time they’re just ready to help me. That person, anyone that’s watching that is on the verge of buying. So that’s where I’d go. Hey. you want amazing customer service, give us a call.

Ian: If it’s cold and it’s like, I’m not sure if I want a marketing agency, [00:33:00] here’s how our marketing agency is different. Watch this video. That’s your about us video. And then after the about us video, hey, you know, if you think this is the right thing, make sure to watch our process video and know what’s going to happen once you work with us.

Lauren: So you sequence your video case stories, your video case stories into your about us, into your processes, and then have any other questions go to our FAQs.

Ian: Yeah, ideally that’s what would happen.

Lauren: That’s how you’re sequencing. Yeah. Ideally. I’m just laughing because we’re filming them in reverse. we’ve been adding to help.

Lauren: mungsmedia. us, like our own FAQ library. Totally inspired by someone we both know and love. but we’ve just been doing them backwards. But now I’m going to do the process, but again, further and not backwards. But I’ll make sure I have more questions. At least

Ralph: you have it though. If

Lauren: I’m having the call to action, I’ll be like, yeah, I have it ready so you’re not.

Ian: Right. Yeah.

Lauren: I’m just laughing that we’re doing it in reverse.

Ian: FAQs are great. It’s just the one thing that I like about, like what we do a lot with video case stories is goes, how are you different than other agencies? Is it could be a FAQ [00:34:00] or why are you so expensive? Now you have a customer going, well, they do this and this and this and this and have the customer almost answering the question for you.

Ian: That’s why we start with the video case stories because then we weed those stories in.

Lauren: Yeah.

Ralph: one of the best videos We’ve ever done, I think, when we were selling for information products that had a five, it was a five figure ask and it was, I won’t say who the client was, but this was the absolute best converting video was what we called the objection killer video.

Ralph: And all it was is, is the spokesperson was just sitting on a couch going through questions. And it was when we knew, so it was a retargeting video because when we knew that they had hit the checkout page and then bailed. Yeah.

Lauren: Yeah.

Ralph: And it was the video, and I’m thinking back to, I’m like Wow. I mean, I know we probably use that for our clients still, but it’s like, Hmm, maybe I should use that or like just reiterating the fact that [00:35:00] is part of the process, like right before you’re about to, you know, click to apply or buy or whatever it is, you just want to get those questions asked and it totally makes sense.

Ralph: what’s

Ian: going to

Ralph: happen next? What’s going

Ian: to happen next? Right next. What’s the process? Yeah. I filled this out. I’m going to get on a call. Is it with a salesperson? Is your discovery call just a hidden sales call that you’re going to start pitching me hard?

Ian: Right. You start overcoming all of

Ralph: Well, it seems like FAQs could be part of sort of the process too, because one of the questions is just like, how does it work with you guys? Yeah. Yeah. It all weaves together. It all weaves together. It’s not like hard and fast. It all is intertwined. It’s intertwined.

Ralph: And it’s not necessarily nice and everyone sort of thinks like when they think about sales funnels and you know, Russell Brunson is to blame for this is that, you know, you start here and then you go this and this and this and like, it’s chaos. We look inside our attribution tool, like we’re tear 11 data suite.

Ralph: We looked at like one client the other day that bought [00:36:00] like 5, 000 worth of this one product. Their first click happened in like 2019. Yeah. Oh, it’s

Lauren: a longer buying cycle, and it

Ralph: was Facebook ad, Google search, Google click, Google ad, Tik Tok, you know, click, and they probably watch 10 or 12 videos, which don’t have a

Ian: click on

Ralph: the

Ian: click for every one of those people that you have attributed, there are three that you nothing happened.

Ian: No idea, right? No idea. Yeah. And you’re dead on, I just saw a video from Russell Brunson. I don’t know if he’s seen his new video ad. And he’s like, yeah, my a hundred thousand dollar clients. Did you see this one? I have. Yeah. And he goes, there’s only three problems they have is they have a problem with the hook, the stories or the offer.

Ian: I’m like, huh. But you know, your software doesn’t do any of that stuff.

Ralph: It’s consulting days that he charges 100, 000 a day for. You’re one funnel away. You’re one [00:37:00] funnel

Ian: away. Right. Yeah, but your point is like, there’s the CRM’s have lied to us. it’s not going to be a straightforward path. It’s never. It’s never. I mean It’s a messy zig zag path. This is not a restaurant with your wife.

Ian: is that like, oh, we’re gonna have, no. I got

Lauren: a popsicle stick. Pull it out. Here we go.

Ralph: Totally. Like,

Lauren: it’s chaos. If you’re like, oh, we want a vegan or healthy restaurant and you paint them in green. If you want fancy, paint it in blue. And then you can give different ones if you’re like going from here or whatever.

Lauren: And then if you don’t want to care, you flip them all and they’re empty. So you just pull it out of the, off the, out of the jar.

Ralph: There you go.

Lauren: So you’ve made.

Ralph: That’s it. That could be software. That could, if selling were just as easy.

Lauren: Quarantine Chachapiti.

Ralph: Yeah.

Lauren: What, looking at my wife’s calendar, what is a good place you’d like to go out to eat that she hasn’t been to in at least two months?

Ian: If

Ralph: you put everything on the calendar, where are you going to eat? Oh

Lauren: my God, I live on my calendar.

Ralph: I never actually asked Jim and I that [00:38:00] specifically, because it would know my calendar too. And it would also know my wife’s calendar. That’s a good point. That’s really good. I’m going to start using that.

Ralph: All right, well, now we’ve realized that a funnel is very, uh, logical.

Ralph: People start at the top, go through very specific steps, everyone does the same thing, right? Yeah. That is absolutely not the case. They all stay in the funnel. They all stay in the funnel. Funnel away. Yeah, no, just one funnel away. It’s chaos, really. And if you understand that and accept that, I think, but as long as you have the pieces there, because everyone’s going to hit those different pieces.

Ralph: And I think the core four are just, it’s, that’s a foundational concept. When you talk about like how to really sell the right way using video, that’s it. It’s sales

Ian: one on one, right? Makes so much sense. And here’s the thing, the person that obsesses about the customer story is going to win. If you just obsess about their story and talk to it over and over and over again, whether it’s through AI or through video or through ads, or wherever you’re obsessing about [00:39:00] the customer story and where they are,

Ralph: you’re going to win.

Ralph: Or, obsess about that customer story and say it in 17 different ways. Yeah. Yeah, Homozy said this once, it’s like so many people think that they do one video and they’re like, I covered that subject. That’s it. I don’t need to touch on it ever again. No, it is so like you reiterate if you have if your client or your ideal customer has three big problems, you know exactly what those three big problems don’t do three videos, do 300 videos of those problems being said a different kind of different way using different case stories, different, types of industries, whatever it happens to be.

Ralph: The point is, Don’t just say it once and think that it’s done.

Ian: I mean, Eric’s entire career is like, I mean, Jimmy Buffett didn’t play Margaritaville one time.

Lauren: I think of John Legend to all of me.

Ian: Yeah, exactly. How many different versions? How many different covers? Yeah. and people want to listen to Jimmy Buffett.

Ian: They don’t want to hear your stuff. [00:40:00] Yeah,

Ralph: they don’t. Well. With Jimmy Buffett as our final reference here on Perpetual Traffic, we’re going to end. So where can people find you once again?

Ian: Videocasetory. com, Iain Garlick on YouTube, , connect with me on LinkedIn if there’s any stuff, you know, if you want an article on the Core 4 or video case stories, or if you, you know, I’ve got a case story finder, so that helps you find it.

Ian: We didn’t even talk about telling the wrong story, but that’s a whole nother time. It’s a whole other podcast episode.

Lauren: You should have, uh URL that says where to find more about me. That’s like your intro here, start here video that you can use in all of your send offs.

Ralph: That’s a good idea.

Lauren: It’s like

Ralph: you’re a marketer or something.

Ralph: Amazing.

Lauren: You’re just talking about the core four. I’m just making sure you got it. Flexible Fifth.

Ralph: There it is. Flexible Fifth. Well, Flexible Fifth. We’ll leave links in the show notes to the new URL for Iron Garlic.

Ian: Just Google Flexible Fifth. Flexible

Ralph: Fifth. Make sure you do go over to perpetualtraffic. com wherever you listen to podcasts.

Ralph: Make sure you leave [00:41:00] us a rating, a review, we really do appreciate that. It gets us to a larger audience to help marketers market and especially sell using video the right way. Hopefully you learned a few things here today. Thank you so much for coming on Perpetual Traffic and for us invading your studio for the last four hours with us, I and Garlic.

Ralph: on behalf of my amazing co host, Lauren E. Petrullo. Ciao! And thank you once again. I am Garlic. Until next show, see ya.

Are You Getting the Most of Our Digital Marketing Agency? Click Here to Find Out

More Episodes

Sign Up For News & Exclusive Opportunities

Privacy Policy

Terms & Conditions

Email Us

©Copyright 2024 Tier 11 – All rights reserved 2024