THE VIDEO ADVANTAGE
I’ve been involved in a number of promotions now where I’ve competed with other promoters who had email lists far greater than I had. I’ve out-performed them with my much smaller audience. I think the reason for that is because I have a high level of engagement with my audience.
I think the reason for that is because I have a high level of engagement with my audience.
The main advantage for me with video is the connection it helps me make with my audience.
I just went out to Los Angeles about a month ago and spoke at a BlogWorld Expo event. There were about like 4,000 people there. Just amazing.
A ton of people came up to me and said, “Gideon, you know, I’ve been watching your videos for two years and I just really feel like I know you. You’re like my friend.”
I hadn’t met these people. I’d never seen these people, never talked to them, but they felt like they knew me because they had watched my videos. That results in a very high level of engagement from my audience.
People seem to be more keen to watch videos than read text.
For something like 70% of people, their first learning mode is visual. That means that 70% of people, potentially, would be more interested in watching a video than reading the text on your blog. So, you’ve got access to a really wide audience.
Especially if you have engaging content, people would much rather watch a movie than read a book.
When you’re reading a text-based site, for all you know the owner could have paid a copy writer $10,000 bucks to write a bunch of text and then put their name on it.
But if you’re on video presenting an idea yourself, people can see and hear the words coming from your mouth. So the trust level is much higher because intuitively, subconsciously, people know that the words are coming from your own mouth. It creates a stronger authority and credibility.
When you get that engagement with your audience through video, it automatically increases your conversion rates.
Gideon’s System for Selling
I have two levels of free, before I introduce people to any of my products or more sales messages.
The first level of free is my videos on YouTube. This is where people can watch my videos and they don’t have to opt-in for the content. They can decide to subscribe if they want to, but they don’t have to.
The second level of my free stuff is where they have to come to my website. They have to give me their email address to be able to get access to more advanced stuff, like my 92-page report.
Now, by the time they get into my business funnel by giving me their contact details, they’ve already seen two or three of my videos. So they already feel like they know, like, and trust me.
So, since they trust me because of the process that they’ve come through, their chance of taking action is much greater. Video just lends itself so well to help you increase those conversion rates.
The Video Advantage
A wonderful book to read is Influence: The Psychology of Persuasion by Robert Cialdini. He talks about the six weapons of influence, which you can use for good purposes to help people to take a certain action.
I will give you a quick summary, but I really recommend that you read the book as well, as it’s just excellent. It’s the most important business book that I’ve ever read and I’ve read a ton of books.
The Six Weapons of Influence
If you give something to someone free, without any strings attached, they automatically want to give something back for you. It really is like the golden rule: give first before you expect to get. It’s just built into our psyche as human beings.
When you give first, your chances of receiving becomes much better. Give generously with good heart and it will come back to you.
In my process, I give people my free videos and the free report. It’s a reciprocity thing.
When people like you, they want to do business with you. Your ability to influence a person who likes you is so much greater.
Video lends itself to people liking you. They build a relationship with you by watching your videos, so they automatically start liking you. The Video Advantage
Commitment and Consistency
This one is a bit trickier to pull off. Basically, the principle is that when somebody makes a commitment in a certain direction, they’re very likely to stay consistent with that commitment.
Let’s say that somebody has watched ten of my videos already and they sign up to my Rapid Video Blogging report for free and for my free video course as well. That’s about two hours of content there.
By the time people have gone through all that, they’ve made a commitment to online video, just by spending all this time learning about it. Because of that, they’re likely to stay consistent with that commitment to online video. So, if I then have a product that’s in line with that, that extends their video knowledge, their chances of continuing in that direction is much higher.
So commitment and consistency is more subtle, but it’s very powerful.
This is where you basically use other authorities to endorse what you’re doing. So, for example, you get the authorities within your niche to endorse your product, your services, your blog, or you as a person. That can be very powerful and people really respond to that.
This is very, very powerful. This is basically where other people in your audience give you testimonials, reviews, and basically say that your business is awesome.
Other people see that who come into your business and they think, “Okay, all these other people are saying this is a great business or a great product. That gives me confidence that I should be part of this too.”
Social proof is tremendous. It’s very, very powerful.
The sixth one is another very, very powerful one. You’ve got to be careful with this because some people use it in a way that’s not very honest. Scarcity, basically, refers to the fact that people respond to deadlines and scarcity in numbers and they take action because of those factors.
So, what you see with some of the bigger launches is that people only have their product available for a week and then they close doors. Often you see results double in the last day, just because of that deadline. Sometimes people limit the number of people they get into the product or into the course.
With all these things, you can use them for good or evil. My recommendation is to think very clearly about the reasons why you want to use these triggers and only use them for good purposes.
There’s a difference between influence and manipulation. There are manipulation strategies that are much more harsh and that are based in fear and greed. I think it’s best to stay away from manipulating people, because it comes back to bite you in the end.
Video’s Growth Curve
Back 20-25 years ago, the product adoption life cycle of the Internet began. About 15 years ago, it just took off. Very steep growth curve.
That was mainly text based and mainly audio-based stuff at the beginning. Now, how long ago did online video start? About five or six years ago, right? So, the rest of Internet has had a big lead on the online video.
So, the online video curve is still lagging behind the Internet curve. What that’s telling me is that we ain’t seen nothing yet. There are some very, very exciting things coming. The Video Advantage
Mobile & Social Media
Something to watch out for is online video and how it’s going to be used on mobile phones and tablets. That’s a pretty big trend.
How video interacts with social media is also something to watch.
On YouTube, I see the expansion of more niches and also the specialization of niches, as we go further and further ahead.
The Internet has just gone nuts with digging down into different niches and specializing and specializing to the point where it’s difficult to find an untouched niche. Whereas, with YouTube, there’s still opportunity to tap into new niches. Even though there may not be traffic and demand on YouTube for it right now, in a year’s time that may be a very different story.
So, get in and start positioning yourself now, ahead of the crowd. Once the crowd gets there, you’ll be well-positioned and you can take advantage.
It’s difficult to predict the future because it changes so quickly. A year ago, we couldn’t have seen exactly what we have now. A year from now, who knows what it’s going to be?
All I know is that it’s a very, very exciting ride.