Or How to Get Far More by Letting Go

When your videos aren’t helping you sell, it can feel like a colossal waste of time and energy. So far we’ve looked at dozens of possibilities as to why this might be the case for you.

It could be as simple as your technology being shortchanged through a lack of understanding about how things work in video.

It could be that your scripts aren’t worth your while to write or they’re being written in a way that turns people off.

It could even be that you’re too good on camera and so haven’t paid attention to the other things that make a video work.

But your case is probably different.

That’s why I created the interactive assessment. It’s designed to help you see the whole field of play and where you are in it. After all, you can’t navigate this journey without knowing the lay of the land.

And I want you to not only know where you stand, but where you want to go from here. Otherwise this, too, will be a waste of your time. Get it, though, and the value could be immense.

After all, there are people out there who should be working with you who right now are working with others who just simply aren’t…you. I hope you know by now that that’s the whole point of this work. It’s not to expose someone to your value proposition. It’s to educate them on who came up with this value proposition and why and what it means and how it will change their life and why they should trust you to deliver it.

That’s why we do video; well, that’s one of the reasons. The other reasons have to do with things like truth and beauty. 🙂

Use This Assessment to Build all 5 Video Elements

Now let’s look at the way in which the other 4 video elements affect your sales.

I hope you don’t find this too disappointing, but the truth is, great technology is never going to help you sell anything. But faulty technology can easily make things a lot worse. I actually went into some detail about that in a previous entry. Here's a partial review:

The truth is that you want to have the cleanest application of technology you can afford, from a simple video sales letter, to a Chris Haroun Hollywood production.

The good news is that there is a budget that feels right for anyone and everyone. In the world of video, it really is true that it's not so much the equipment as how you use it.

In fact, this is such a powerful aspect of video that for many of our students and Inner Circle members, the technology key is what unlocks their genius. Once they get this they fairly explode onto the scene as if they've been shot out of a cannon. It's a beautiful thing to behold.

Obviously these principles can be applied nicely in a sales video. That way, all things being equal you can test one thing at a time and get better intelligence.

You may be encouraged to know, though, that just doing a sales video rather than a sales letter can boost your performance by orders of magnitude. In this case, you just do the best job you can with all the elements.

And yet there is something many times more powerful than a sales video for making sales in a hands-off system like ours.

No what about writing and selling? The two are intimately tied; so much so that you can’t really distinguish them one from another most of the time. Your writing is your selling argument, as the saying goes (according to me).

But not always. The advantage of video is that it allows you the latitude to write about something else entirely using a form of product placement, whereby you just show someone using the product or service and maybe even listen to them talk about their experience with it.

This is considered an advanced form of writing, which is a shame. It’s so powerful that everyone who wants to do video should at least consider it. It does such a great job of placing you at the 0% needy end of the continuum, setting up the potential for powerful attraction.

Writing is very personal. However it is possible to make almost any writing better by using the 4 U’s. In sales, they are to make your content useful, urgent, ultra-specific and unique. It’s hard to veer too far off the path when you keep these in mind.

We get this wrong more often than not because the initial strategy is wrong-headed. It suddenly appears that something has gone wrong in the on-camera performance department. Well, it has, but possibly only because it showed up in the wrong place.

Maybe it’s because there is just so much confusion about what a performance is. I can’t unravel all that here. Just know that 9 times out of 10 it’s the owner of the business who belongs in that video, a video that brings value to the audience. 

But it isn’t his job to persuade. It’s to intrigue, attract and offer next steps. Above all, it’s to get the job as trusted advisor, by advising.

You can certainly go on camera in a video expecting someone to buy now. There’s no better way to become stiff, wooden, mannered, needy and desperate. 

That’s why businesses hire spokesmodels. Rather than do that, they could just make videos suited to their CEO in the first place.

If there is one thing that upgrades your selling energy in a video more than this, I’ve yet to find it. 

Uniqueness is so critical that A.I. will never in a thousand years be able to duplicate it. UI can do it everyday, though. You just have to allow yourself to do it.

It is in this “special snowflake” aspect of our humanity that connects us in a video to others.

There’s a frequency response to the signal you send out out. There is also a frequency and a response to it from your audience. You can even match one to the other. I refer to it as “E-Motion” in The Video Selling Machine and it gives you a more accurate way to present yourself on camera such that it provokes an attraction response. That’s one of the main actions in selling, after all.

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