The video marketing agency approach to selling
Do you remember the film “The Wolf of Wall Street ”. If not, please take two hours of your time and watch it. You don’t have to be a video marketing agency to enjoy this Martin Scorsese masterpiece. During a dinner scene, Jordan Belfort, portrayed by Leonardo DiCaprio, asks his friends to sell him a pen. Here is a quick link to the scene: LINK (There is some profanity).
The real Jordan Belfort is now a sales trainer and has nuanced this scene quite a bit. It is not as simple as supply and demand. In an interview with the Canadian Globe and Mail, he states that the best approach to selling a pen is the following:
“The real answer is, before I’m even going to sell a pen to anybody, I need to know about the person, I want to know what their needs are, what kind of pens do they use?, do they use a pen? How often do they use a pen? Do they like to use a pen formally, to sign things, or use it in their everyday life? The first idea is that when you say ‘Sell me this pen,’ I want to hear [the salesman] ask me a question. ‘So tell me, how long have you been in the market for a pen?’ I want them to turn it around on me and start asking me questions to identify my needs, what I’m looking for. And if you do that, people don’t know what to do. Next thing, he is answering, and now I’m controlling the conversation, finding out exactly what he needs.”
Selling through Video Marketing
All the questions that Mr Belfort asks in his statement are important in video marketing as well. The job of a video marketing agency is to develop content that will help you reach your business goals and ultimately sell more. To do so, video marketers need to understand your audience.
Video can be a costly endeavour for small and medium sized businesses. As such, you don’t want to lose your return of investment. A social media or homepage video is often the first touchpoint in the customer journey that leads to a purchase. Targeted video content in each of the steps in that journey is one of the most efficient ways to seduce your audience with your offerings. But in order to create that targeted content, you need information. You need to be asking questions. The same questions that Jordan Belfort is asking in his sales conversations.
Video marketing, the one-sided sales conversation
In fact, you could almost say that video marketing is a one-sided sales conversation. It is your monologue or pitch that illustrates that you know and understand your audience. When someone watches your video, this person should relate to the content and feel that it is the right content for them. They should feel that your product or service helps them reach their goals.
You’ll only get one shot to impress. So make it count. Ask the questions before picking up the camera. And if you’re working with a video marketing agency, make sure they are asking the right questions.