Month: August 2018

Can’t get your target customer on the phone? Try video instead.

I knew the first day of college, sitting in my Managerial Accounting class, that one, accounting was not going to be easy, and two, I liked to talk way too much to be crunching numbers for the rest of my life. From then on, I decided to pursue a career in sales.

Today, I’m a dedicated and passionate inside account manager serving the first responder industry, working to grow HD Electric‘s presence in the industry while providing tools to allow First Responders to complete rescue and recovery efforts safely. There are four reasons I love my job. First of all, our products help save lives. Second, I get to interact with America’s heroes every day. Third, I am surrounded by a team that is just as passionate as I am. And, finally, I get to play with cool tools like Vidyard GoVideo.

I first encountered GoVideo about a year ago at a conference put on by the American Association of Inside Sales Professionals (AA-ISP). I work in a pretty traditional industry which has never really utilized inside sales. At the time, I was working on getting an inside sales team up and running at HD Electric, and I was selling to small utility customers across the US and organizations like electrical cooperatives. These organizations hate being sold to. They are really difficult to reach on the phone because they are out in the field all day. They may look at an email but probably won’t respond for a month or two.

So I found myself at the conference sitting in Vidyard’s session on video sales, looking for new ways to stand out while prospecting and selling. I remember the session leader was so pumped and passionate about the future of video, I left the session excited and convinced that video was the way to go. It would allow an inside sales person like me to engage customers who are not receptive to email or phone calls, in a new and more effective way.

I came back to the office fully fired up. I did a presentation for my boss and scheduled the call with  Vidyard. That conversation got my boss excited too. We both saw video as a great way to differentiate from our competitors who are using old-school sales methods and doing nothing new or exciting.

The only question was: given how behind the curve our industry is with technology, how would customers and prospects react?  We figured time would tell.

We began using GoVideo with our utility customers. It’s a traditional crowd and prospects are slow to respond, but we could tell from Vidyard’s analytics that people were watching the videos we sent them. It was allowing us to be more engaging, more personal and as a result, more successful in getting people’s attention. A good sign for sure.

I have since shifted over to sell a new product line for HD Electrics called the VWATCH, which is a personal voltage detector used by first responders—firefighters, EMTs and police officers—to find downed power lines.

Unlike our utility customers, these folks are very socially active. They have a lot of downtime back at the station and are constantly engaging with content. So video has been a great tool for reaching this market. I use GoVideo to do an introductory video and to go over quotes with prospects. It brings a personal touch that my competitors don’t provide. I use video to do a screen share and then walk my customer through options. This saves both of us the hassle of booking a 15-minute phone call and they can watch the video on their own time. Using Vidyard’s analytics, I can see when they viewed the video, then follow up to see if they have questions.

Here’s an example of one such video:

We do a lot of trade shows in our industry and we’re now using video for pre-show outreach to customers and to distributors, asking them to drop by to see us at the booth. When you have hundreds of leads to qualify after a show, video allows me to efficiently follow up with those prospects in a unique way.

Our products are quite simple to demo, but video allows me to efficiently do my prospecting. I actually recorded a video in my office, using a simulated powerline to demo our products, so I have something I can send out to customers at any time. I’ll also use GoVideo to send out videos that our marketing team has created or videos our happy customers have provided.

Here are some examples of my demo outreach videos:

Recently, we had a customer using our VWATCH product after a major storm to find a downed line. Firefighters loved seeing one of their own working with the product and the video went viral on social media. I used GoVideo to push it out to my prospects to keep the momentum going.

The tracking side of Vidyard is just great for following up with people because I can see who viewed the video, how many times it was viewed, and who shared it.

Our adventure with video is just beginning and so far it’s working out great. Recently my boss met with our leadership team to show them some of my videos and the feedback was really positive. I had members of the senior management team dropping by my office door to give me a high five.  

If you are thinking about working video into your sales process I’ll leave you with these tips:

  • Be enthusiastic. No one gets excited about a video of a person sitting at their computer talking in a monotone voice. No grumpy faces allowed!
  • Think outside the box. Check out Vidyard’s blog for some great ideas and don’t be afraid to get creative or try something different.
  • If you aren’t a decision-maker in your organization, don’t be afraid to let your enthusiasm for video show, and back it up with metrics. Our leadership team was blown away when we were able to show them that a fire station had viewed a video 30 times and forwarded it onto others. Show your boss why you are passionate, why it works, and arm yourself with case studies to prove your point.

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No Response? No Problem: Here’s How to Build Relationships with Video

You’ve called them, you’ve emailed, you’ve sent them a message on LinkedIn—and still there’s been no response. As salespeople, we’ve all been there. But now, using the power of video, we’re able to get our prospects to turn their heads. We’re not just reaching out with any old videos, either, but we’re making and sending videos tailored just for the person on the receiving end.

Why does it work?

People love feeling special.

Disclaimer: I’m not saying that every single video I send gets viewed. If that were the case, I’d be out of a job because everyone in sales would be using video for outreach already.

How to improve your sales outreach and build relationships with video

One of my colleagues sent her prospect a congratulatory video message when she saw on LinkedIn that the prospect and her team had just won a prestigious award. There was no ask in the video, just some gentle nurturing outreach. As a result, she responded positively and took a call.

After emailing a prospect about an event in Atlanta, another co-worker sent over a casual email to gauge his interest in doing more with his videos. Although the prospect wasn’t located where the event was, he mentioned that he would be interested in attending an event near their HQ in Tampa. He did a soft ask for a call, and it turned into an opportunity. Check it out:

Both of my colleagues have proven that video is suitable to use all over the deal cycle, from start to finish and beyond. Even if that first touch doesn’t gain any traction, keep going. If you notice something about your prospect that you think is worth talking to them about, reach out. Congratulate them on their funding, awards, wish them a happy birthday, or wish them a great vacation. We even did a 4th of July video for our prospects this year and got some great responses.

Have any thoughts or suggestions of other ways you can use video to build relationships? Comment below.

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Our Exclusive Video Lounge is Headed to INBOUND&

INBOUND 2018 (HubSpot’s yearly event) is right around the corner and we are beyond excited. This year HubSpot is introducing INBOUND& a new program for the community, by the INBOUND community. INBOUND& features parties, content, and other creative events taking place during INBOUND 2018. I am excited to announce that Vidyard and IMPACT are going to be hosting an exclusive video lounge during INBOUND& this year.

The video lounge will have experts from HubSpot, Vidyard, and IMPACT to show you how you can use HubSpot + Video to better engage, qualify, and convert your buyers. It will also feature 4 exclusive sessions, that you can only watch in the lounge.

But don’t just take our word for it check out the video below for more info…

These sessions will be hosted by video experts exploring everything from “How to get going with Video” to “The Formula for Great Marketing and Sales Videos”.

Below we’ve outlined each exclusive session, and even added a way for you to add them to your calendar, so you don’t miss out.


It’s Time to Get Going with Video, But Where and How Should I Start?

When: Thursday, September 6 @ 10:30 AM ET

Where: Westin, Adams Room (Mezzanine Level)

Presenter: Tyler Lessard, Vidyard

You know you want to use video more effectively in your marketing and sales programs, but where to begin? What types of videos should you think about creating and how do you get started without blowing your budget? Join Tyler for an interactive discussion on how to get started with a video strategy that aligns with your business goals (and your budget).

Add to Calendar


The Formula to Great Marketing and Sales Videos

When: Thursday, September 6 @ 11:45 AM ET

Where: Westin, Adams Room (Mezzanine Level)

Presenter: Zach Basner, IMPACT

Why are some companies radically successful with video, while others aren’t? More often than not, it’s not because of poor quality content, but lackluster delivery. But don’t be intimidated, you don’t need to be Steven Spielberg to delivery a great story! In this session we’ll share a simple, but essential formula for creating videos that will grab your viewer, keep them watching, and most importantly, convert views into leads.

Add to Calendar



Video in HubSpot: A Step-by-Step Guide to Getting Immediate Value from the Latest Tools

When: Thursday, September 6 @ 1:00 PM ET

Where: Westin, Adams Room (Mezzanine Level)

Presenter: TBD

Whether you’re using HubSpot for Marketing, Sales or Customer Service, now is the time to go video. Join this session for a hands-on demonstration of how to use the latest tools for video in HubSpot. From adding calls-to-action (CTAs) to your videos, to tracking viewer analytics, to sending personalized video messages, this is your chance to see the latest tools in action and meet the experts face-to-face.

Add to Calendar


How the IMPACT Sales Team is Crushing it with Video (and How You Can Too!)

When: Thursday, September 6 @ 2:15 PM ET

Where: Westin, Adams Room (Mezzanine Level)

Presenter: Tom DiScipio, IMPACT

Finding it difficult to stand out from the noise and build more personal relationships with prospects? So was the team at IMPACT until they went all-in on video. Learn exactly how the IMPACT sales team has embraced video as a core part of their selling process and how it’s changing their entire sales model. Find out what’s working, what’s not, and how to get your own sales team fired up to start selling with video.

Add to Calendar



The video lounge is a can’t miss feature at INBOUND& this year, and designed for marketing and sales teams who are serious about using the full potential of their video content.

Let us know in the comments below what exclusive session you’re most excited to sit in on, and what questions you’re dying to ask the video experts!

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Get Organized for 2019: How to Do a Video Library Audit

January can be a slow month. Your audience might be tuning out while they’re on vacation—not to mention that you and your coworkers might also be taking the opportunity for some well-deserved R&R. While you’re enjoying these last few slow weeks of the holiday season, why not get a head start on your 2019 video strategy and do a video library audit?

In our first post in this series, we covered how to get your video library set up for success. Now we’re going to tackle how to do a periodic review of your videos—how to determine what content is still relevant and what can be archived or even deleted. And we speak from our own personal experience! We’re not sure if you noticed, but we here at Vidyard have a lot of videos…

…Like, a lot of videos.

In fact, we have upwards of 1,200 videos in ONE of our marketing-specific subgroups alone! Holy heck, you might be thinking. How on earth do you stay organized with that many videos?

The truth is, we haven’t always been the best at keeping our content organized. Our product has grown a lot in the last few years and our own content management practices lagged behind. We let things get messy. (And not in the fun, “take chances, make mistakes, and get messy!” Ms. Frizzle kind of way.)

It was time for a serious overhaul.

Clean all the things!

But before we went all Hyperbole and a Half on our video library, we needed a strategy.

Content Audit

The first thing we needed to do was get a handle on our video content. What did we still need to keep? What was safe to archive or even delete?

We started by creating an “archive” to host any content that was no longer live, but we still wanted to keep for our own reference. We knew we had some great old gems kicking around in our Vidyard library, and even though they might be a bit dated, we wanted to hang onto them in case we wanted to repurpose the ideas later on.

After we had prepped, it was time to sort! I’m more of a visual person, so I thought I’d represent my process in flowchart form:
Keep, archive, or delete?

For those following along at home, doing your content audit is as simple as repeating these steps for all your videos (or creating your own criteria—nobody knows your videos better than you). We kept track of our progress in a spreadsheet so we could work away at it whenever we had time. All in all, it took us a few weeks to complete. Don’t worry, we’ll wait for you.

Whew, now doesn’t that feel better?

If you haven’t already, check out Part 1 in this series for our top tips on keeping your content organized, searchable, and easy to resurface. Happy cleaning!

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How to curate great video content


Video is an important part of good content strategies

The importance of video has been a consistent message from the stage at INBOUND. We are sure that HubSpot is working away looking at how video applies to each stage of the inbound funnel. As a speaker at INBOUND2018 in September, we look at the absolute fundamentals of creating your own authentic video with the tools you already have at hand.


This video above with Peter Bonch is one we recorded, edited, optimized and published inside 20-minutes during the Toronto HUG (HubSpot User Group) session. Video has become ridiculously easy to do yourself. It’s fun. Try it. You have everything you need.

A step-by-step guide to curate great video content

Indulge us for the moment as we put aside the persona and where they are in the buyer journey. Our primary goal is for you to become enthused by how realistic and straightforward it is for you to create a video. Once you have tried it we believe your mind will bustle with ideas.

Authentic video content curation

The above video was created precisely as described here, in less than 20 minutes.

  • A majority of videos are viewed on desktop or smartphones so it doesn’t need to be 1080 broadcast quality
  • A little background ambient noise adds to the atmosphere and relevance
  • Camera movement or speaker informality adds to the credibility

3 simple video questions that work every time

Pose these three questions to the person you are interviewing and don’t give them too much time to prepare. Aim for video length between 30-45 seconds.

  1. Who are you? – Their name and title.
  2. Where are you? – Where are you recording this? It often adds context.
  3. Why is this important? – Where this is the topic, cause or event.


The use of the word this is intentionally unspecific. We have learned something about psychology. If we ask why Inbound, homelessness or healthcare is important they will likely provide us with a predictable answer. By asking why this is important, each person has a subtly different perception of what this means to them. The result is more surprising, insightful and valuable answers. If someone goes too far off topic, you can easily enough ask them to do a second take.

How to curate great video content in 20 minutes

  • 4-minutes to record the video with an iPhone or other smartphone in landscape orientation
  • 1-minute to upload from the smartphone to Mac using AirDrop
  • 1-minute to import into iMovie
  • 2-minutes to add intro-outro and edit the title slide text
  • 5-minutes to insert the video clip and edit to the perfect start and end
  • 2-minutes to detach audio file, tick auto checkbox and adjust percentage setting to remove background noise, then harmonise voice level
  • 30-seconds to add the transitions
  • 1-minute to save file name and export back to your Mac
  • 30-seconds to sign into YouTube/your video platform and select the file to upload
  • 2-minutes to edit video file name, descriptions, thumbnail and tags for your video
  • 1-minute to copy/paste video URL/embed code and paste into the blog post

To export from iMovie recommend choosing a resolution of 720 as this is the resolution of most devices on which people will view the video. Going to higher resolution and best quality increases the file size and upload time unnecessarily.

Taking video content curation from good to great

Our tips above provide you with good quality video. You can elevate to curate great video content by investing time or money with these nine pro tips.

  1. Plan your use of video to where your persona lies in the buyer journey, the goal of the video you are producing and where it will be distributed.
  2. Using two smartphones to capture the same speaker from different angles.
  3. Pay a graphic designer to create a 10-second branded intro, a title slide in your brand colour and a 10-second outro slide. You can use these indefinitely thereafter. Import them into iMovie and insert the video clip in-between.
  4. Add subtitles, especially for a video being amplified through social, where the majority of videos are watched without sound.
  5. Upgrade your kit with an external microphone, a tripod, lighting, DSLR camera.
    Hire a professional videographer.
  6. Upgrade to paid video editing tools such as Final Cut Pro.
  7. Leverage a video platform that allows you to add a customized play button, thumbnail, call-to-action, and powerful analytics.

Video content curation is an evolving subject so come back for future updates on this topic. Both the iPhone and iPad come with a cut-down version of iMovie. However, the consensus is that using a Mac remains the way to go. We will be developing an eBook on how this can be done using different smartphone devices, computer operating systems and video platforms.

Editor’s note:

Special thanks to John Gregory for the post. If you’re headed to INBOUND18 in Boston Sept. 4-7., Make sure to stop by his session on video.

 


This post appeared in its original form on the Opencity Inc Blog.

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Forget the Oscars, These are the Biggest Video Events of the Year

We here at Vidyard enjoy a good conference as much as the next marketer—we love hearing from leaders in our field, connecting with peers and prospects, and of course, coming home with lots of free swag.

But the conferences we get most excited about are the ones that include a focus on our favourite medium—video.

Here is our list of upcoming, can’t-miss conferences for marketing and sales teams keen to expand their video know-how.

CONEX
August 20 – 22, 2018 – Toronto

CONEX is focused on building better content experiences at every stage of the buying journey. This year’s line up of video experts includes Pixar animator Matthew Luhn, Convince & Convert President Jay Baer, and YouTuber/author/video-marketer extraordinaire Amy Landino. And if that wasn’t enough video expertise for you, just check out their personalized video invite!

Sessions we’re most excited about:

Video Marketing World
August 29 – 31, 2018 – Dallas

An intimate conference of only 500 attendees, Video Marketing World features 30+ sessions on our favorite subject—video strategy. The event is organized like a multi-part workshop, complete with a video strategy workbook that every attendee receives. You’ll leave with the tools and knowledge to design your own video marketing strategy and put it into action.

Sessions we’re most excited about:

INBOUND
September 4 – 7, 2018 – Boston

A celebration of “the human, helpful side of business,” INBOUND is one of tech’s fastest-growing conventions. They’ve also been a longtime advocate of video. In fact, at one year’s event, HubSpot CEO Brian Halligan told the crowd: “Stop looking for that blogger and start looking for that videographer. 50% of your content mixture shouldn’t be text. It should be video.” We couldn’t agree more!

Sessions we’re most excited about:

Content Marketing World
September 4 – 7, 2018 – Cleveland

Content Marketing World is the biggest content event around. With thousands of savvy content marketers collecting in one space, attendees are sure to make great network connections and learn lots from their peers. Of course, there are plenty of sessions dedicated to helping attendees develop and perfect their video strategy—just check out some of the ones we’ve highlighted below! (And did we mention that the closing keynote is from Tina Fey?)

Sessions we’re most excited about:

Dreamforce
September 25 – 28, 2018 –  San Francisco

At this point, full Dreamforce conference passes are entirely sold out, but if you were quick enough to snag one, you’re going to be in for an incredible 4-day tech extravaganza. With the size and scope of the event, there’s definitely something for everyone—including plenty of insight on how to optimize your use of video.

Sessions we’re most excited about:

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The Four E’s of Creating Content That Connects [Infographic]

Templated emails, unimaginative blog posts, and prospects stuck under filing cabinets—the worlds of sales and marketing are full of them. We’ve all been on the receiving end of bland, spammy, or just plain irrelevant outreach. Don’t our customers deserve better content that connects?

Just see how poor Laura over at Architech is faring:

We’ve gone out into the wild in search of bad communications in their natural habitat. After many weeks spent hiking through business headquarters, camping out in cubicles, and slogging through spam, we’ve come back with our observations on the worst offenders.

We’ve decided to compile all of our findings into the fabulous infographic below. Think of it as a mini “what not to do” guide.

But wait, that’s not all!

We’ve collected our top four tips and strategies to help you avoid making the same mistakes as the bad communicators we studied. We want to empower you to overcome ineffective outreach and inspire you to create content that connects with your audience and prospects.

By putting these 4 E’s into practice you’ll certainly be able to enchant your audience—not to mention build genuine, personal connections with customers and prospects alike.

Check out our infographic below and find out how you can take your content from interruptive to irresistible. 

Download your copy today!

Content The Connects

There’s no doubt about it—video helps you embrace the 4 E’s to deliver personalized experiences that really WOW your audience, and leave them wanting more. Go forth, you marvelous marketers and sensational sellers, and become the “Personal Pams” of your business!

You’ll be wowing prospects, and engaging your audiences by creating content that connects in no time.

Have you encountered any Bland Brians or Generic Jens in the wild? We would love to hear about it in the comments below!

Psst…need more inspiration for creating irresistible video content? Check out our Inspiration Hub!

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Video Content Management 101

Your mom was right: staying organized is critical to your success—and your video library is no different. In this blog post, we’ll take you through some of the content management strategies that we’ve put into practice in our own Vidyard marketing instance. Whether you’re looking to set up your shiny new video library for success or just get a better handle on your existing content, we hope you’ll find tips and best practices that will help.

Determine Categories

Before you take any action, it’s important to think strategically. Think about the video content you have or are planning to produce. What kinds of categories do they fall into? What kind of organizing principle would make the most sense for your business?

Our organizing principle at Vidyard is video type. For us, it made the most sense to group webinars with other webinars, product update videos with other product update videos, and so on. However, your needs might be different. Maybe it makes the most sense for you to group videos by their location (eg. website, social media, etc.) or by which teams are using them. The two most important things to keep in mind are:

  • Ease of use for your team
  • Quality of analytics

Organizing by video type makes the most sense for our team because it makes it really easy to find videos, which is critical when you have a library as big as ours. Additionally, organizing by type makes using our analytics a no-brainer. For instance, when we download a report on our on-demand webinars, we’re comparing like with like. We don’t need to sort anything or exclude certain types of videos. We’re able to easily see our top-performing on-demand webinars and benchmark our newer content accordingly.

Create Upload Processes

Once you’ve decided on the broader structure of your library, one of the most impactful things you can do to keep your video content in order is to create a video upload checklist. Having a checklist ensures that everyone on your team follows the same processes when uploading a video and that important but easily-forgotten tasks, like adding tags or custom attributes, don’t get neglected.

Here’s what our checklist looks like:

  • Give your video a clear, descriptive title
  • Write a short, 2-3 sentence description of the video
  • Double check the video defaults to make sure they meet your needs
  • Make sure there are captions, they are accurate and published
  • Tag your video
  • Add custom attributes
  • Set an appropriate thumbnail
  • Add any relevant calls-to-action (CTAs)

Depending on your own needs, your checklist might look a little different. Maybe you’re not pushing your content to YouTube so video descriptions aren’t as important to you. Maybe there are certain video defaults you always have on so there’s no need to check them on a case-by-case basis. The important thing is to have an upload process and to be consistent with using it.

Get Everyone on the Same Page

You can have the best video strategy in the world, but it’s useless if no one follows it. Make sure that you take time to train your team on your organization strategy so that everyone understands exactly what goes where and the steps they need to follow when they upload a video. You can share your strategy at your next staff meeting, host a lunch & learn, or even send out a training video using  Vidyard GoVideo (bonus, you’ll be able to check who all has watched!)

We hope this post has given you some ideas for your own video library and has inspired you to get organized! How do you organize your videos? Let us know in the comments below.

P.S. Feel like your video library is too much of a mess to do anything with? We’ve been there. Stay tuned for Part 2, where we talk about how to do a content audit.

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How to craft a disruptive narrative that drives action

In May of 2018, Michael Margolis received a LinkedIn invite from a stranger. He accepted, then noticed that he and the man had grown up in the same tiny Swiss town.

“Small world!” Michael messaged Ayhan. Over the next forty-five minutes, they went from strangers to friends.

Their bond was no accident: –in sharing their stories, they’d grown closer, and as CEO of marketing agency Get Storied, Michael helps companies like Marketo, Facebook, and Bloomberg reproduce the uncanny feeling of kinship in their marketing.

Fast Forward - Nov 2017 - Michael Margolis

Your videos need a real story

“Customers today are constantly barraged by strangers,” says Michael. “They need a reason to relate, or you’ll lose them.” Yet the products most marketers sell, especially in tech, are about as tangible as cotton candy dunked in water.

Racoon attempts to wash cotton candy in water and sees it melt before its eyes

Stories give prospects something concrete to hold onto. Our brains are biologically hard-wired to understand and remember our world in terms of heroes, villains, conflict, and resolution. But while “storytelling” has been a buzzword for decades, it takes more than colorful anecdotes or relatable analogies to drive prospects to buy. In truth, many salespeople and marketers get it just plain wrong by peddling fear, uncertainty, and doubt.

Fear makes prospects resistant to new ideas because it drives up their cortisol levels

“Fear makes prospects resistant to new ideas because it drives up their cortisol levels,” says Michael. “That’s the last thing you want. Instead, marketers need to elicit the so-called love molecule, oxytocin, which makes people curious.”

You can do that with real stories. Here’s how.

Michael’s 3-step storytelling method

1. Provide context

Whenever prospects watch your videos, they ask themselves questions such as, is this relevant? Do I belong in this story? And, do I trust the person who produced this? These questions are an attempt to determine your intentions in order to decide whether or not to believe your message. Or, as Michael puts it, “Are you trying to sell me sh*t or do you give a sh*t?”

You can make your good intentions public by sharing your story. Good stories reveal the underlying motivations of the characters involved, like how readers of the Harry Potter series learn that Harry is an orphan trying to find his place in the world, or that Darth Vader is a really a good guy gone bad that goes good again.

Discover your own backstory with a hack Michael calls superhero origins. Like a caped crusader, ask yourself four questions:

  • Where were you born or raised?
  • Who were your parents?
  • What have you studied?
  • What has influenced you?

If this is for a company, talk about why the business was founded, the impact it has on customers’ lives, and its mission, as if it were a person. Write down your answers–that’s your origin. Share it at the beginning of your videos to give prospects enough context to know your intentions are pure and make them comfortable watching further.

2. Evoke emotions

Once prospects know why you’re producing your video, they want to connect. This is where the oxytocin comes in: Our bodies release this chemical when we’re around others and we realize that we are more alike than different.

According to neurobiologists, this is the reason we ask seemingly banal questions such as where people are from when meeting strangers at parties: We’re fishing for reasons to relate. When we find commonalities just as Michael and Ayhan did, no matter how superficial they are, we consider that stranger part of our tribe and we like them more.

Bring prospects into your tribe by telling them what you intend to do in an emotional way. Describe not just the effect it will have on their company, but how they’ll feel. For example, don’t say you’ll improve their ABM results–say you’ll give them peace of mind. And don’t make them a more effective speaker–help them look like a rockstar just in time for their annual review.

Tell stories about people, conflict, and how you helped them resolve it, and let prospects know that your journey is their journey, and you’re headed to the same exciting place.

3. Offer evidence

Notice that so far, we haven’t mentioned data. According to Michael, narrative trumps data, which is why stats come last. If you were to start your video out with a disembodied list of statistics, prospects would only question them and your methodology, and your story would be dead on arrival.

In the words of Teddy Roosevelt, nobody cares how much you know until they know how much you care. Prospects need context and an emotional connection before they can have a relationship to the data.

But once you have that, lay out the numbers. Share case studies and testimonials about how you’ve impacted similar customers and–most importantly–what that 75 percent higher ROI meant to the individual who earned it. Aka, they got promoted, earned street cred with the sales team, and got to speak at their company’s summit.

Great stories drive next steps

Do Michael and Ayhan, the man from the Swiss town, keep in touch? We don’t know, but we’re curious, and that’s the sign of a good story: It’s memorable and leaves audiences wanting more.

When used in your marketing, stories leads prospects down the funnel to become more educated, more interested, and more likely to buy. Great stories drive action and with context, emotions, and evidence, you can make yours even more effective.

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