The Juice is Worth The Squeeze

Several months ago in a training class, a salesman spoke up saying he wasn’t a “video-guy.” seeing that he was good-looking and well spoken, I immediately realized he had been missing out by not being a “video-guy” - or at least not viewing himself as one.

Since I was traveling I had a little cash on me and knew I could make a good point and reinforce my message quickly and make it memorable. So I pulled out a reasonably crisp $50 and slapped it down on the table and said to him, “would you make a video for fifty dollars?” Seeing the money and realizing how easy the task was he confidently replied, “hell yeah.”

So, his real problem was not with making a video, it was actually just that he didn't think it would work and ultimately earn him money. He wasn’t afraid of videos, he was afraid of wasting his time. When you are making videos the most important part is starting by connecting the value of what you are doing, and what it would be worth to you to successfully do it.

I asked him a few calculated questions to show him the math. He conceded that making a video for every customer would probably get him 10-15% more people to come in for a test drive/demo. He then estimated that he could close 70% of those set appointments. I asked him what his average profit was on each deal and he said $2500 of which he kept 30% - or $750 - then, we ran the math. A 15% better chance to close at 70% means you have a 10.5% better chance of getting $750 each and every time you get a lead, and make a video. A 10.5% better chance to make $750 is worth $78.75 using conventional logic.

While it is true that most of the videos he makes as response videos for cold leads will NOT result in any sale, the 1 in 10 that do result in a sale pays so much that your average return per video made is actually much higher than the $50 it took for him to justify it to himself.

Whether you are making a video for your email lists, your website process, highlighting a product, promoting your business, or to use as an ad… understanding exactly how that video could directly affect your bottom line and how much you could gain from following thru is the key to building the energy in yourself to commit to the process and reliably create the content that your business needs.??

Sometimes it’s not every video that will make you money, or that payoff may be delayed, but building a solid relationship between the creation of the content and the creation of value for your business is essential to building a proper relationship between your business, your business content, and the process you must build to create these videos!