Banking on Digital Growth
Banking on Digital Growth

Episode · 7 months ago

183) #ExponentialInsights - Connecting Through Cameras: The Visual Sale

ABOUT THIS EPISODE

COVID changed the game by forcing companies to adapt.

Social distancing forced them to turn to video calls overnight.

Over the last two years, business through a camera has been booming.

Yet the detached medium of email still dominates professional connections.

My guest, Marcus Sheridan, believes that video should not only be normal but the standard for electronic communication going forward.

We hit on several points from his latest book, The Visual Sale, discussing the future of video in digital growth and the art of selling through a lens.

This episode paints a future that puts personalization at the forefront through video.

Join us as we discuss:

- The pros of connecting with clients over a camera

- Some ‘dos and don’ts’ for video calls

- Why video is critical to the future of sales growth

Check out these resources we mentioned during the podcast:

- Marcus Sheridan

- marcus@marcussheridan.com

- thevisualsale.com

You can find this interview and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Banking on Digital Growth in your favorite podcast player.

Kind the world. What I send a fifteen twenty minute email when I could create a video in five minutes. That took me, oh by the way, to your point, five minutes to learn how to use because it's some of the easiest technology in the history of earth. You're listening to banking on digital growth with James Robert Leigh, a podcast that empowers financial brand marketing, sales and leadership teams to maximize their digital growth potential by generating ten times more loans and deposits. Today's episode is part of the exponential insight series, where James Robert Lay interviews the industry's top marketing, sales and FINTECH leaders, sharing practical wisdom to exponentially elevate you and your team. Let's get into the show. Greetings in Hello, I am James Robert Leigh and welcome to the one hundred and eighty three episode of the banking on digital growth podcast. Today's episode is part of the exponential insight series and I'm excited to welcome back Marcus Sherreton to the show. Marcus is an international keynote speaker, rated number one top voices on Linkedin for Entrepreneurship and small business and is the author of the best selling book. They ask you answer. In fact, marcus and I had a great conversation about his book. They ask you answer an episode number eighty three, and today we are going to talk about his newest book, the visual cell. Welcome back to the show, Marcus. It is so good to share time with you today. Buddy. Always a good day with you. James, right to chat a little bit. Yes, and before we get into talking the visual cell, what is good for you? Always always starting off on a positive note here on the podcast. What's good for you? Man, personally, professionally? It's always your pick to get started. Well, you know what makes me happy? As we seen, I think the world's trending in the right direction right now in terms of opening back up and I'm seeing events open back up, business is open back up and sure there's a lot of things, I think, that are are certainly sad out there or frustrating to see, but I think we've got to counter blessings and I know somebody to my hear that S. that's easy for you to say, but I think it's I think it's incredibly imported right that we look around and say, wow, there's a lot of things to be greatful for. There's just a lot of progress and and I'm just you know, I think after but he's been pent up for these last couple of years, there's going to be a lot of innovation ahead. Right. I just think a lot of just beautiful change and evolution is going to occur within sales, within marketing, with in business, you name it, and that's already happened, obviously. Right. We just jumped ahead ten years and many ways and many respects, which is, of course, aligns itself with our conversation today with video and visual and everything that we're doing with it and can do with it and we'll do with it. Yes, yes, and I think you're right. I think we did jump ahead because if I go back in my own mind and my own journey, I was already zooming back, you know, two thousand and seventeen, two thousand and sixteen time period, using video, getting very comfortable with it, and there are there are videos out there from probably the early two thousands where we were using macro media. It wasn't even adobe, it was a macromedia flash Mx. I went to a conference, it was two thousand and three in San Antonio Texas and I saw video and they were using I think it was the squeeze player to compress these big video files down so you could stream it through flash and Mike. That's the future. That's the future of communication right there, because there's no better way to humanize communication than through video. And so you wrote the visual cell. You teamed up with Tyler. Yeah, yeah, Tyler lessard from videyard, which is a great video hosting and one one video company. I mean, do you have a lot of video analytics, but it's just tremendous company. Tyler is a great guy and you know, I wanted to write a book on video that was very sales centric. Right. I think oftentimes, if you look at video, it comes out of marketing budget, when which in and of...

...itself, that's flawed. That's a flawed mindset, James Right, whereas I would argue that it actually should be coming out of sales budget. That's tool that a sales team can be using is video. Yeah, they should be producing video if they're taught the how to do it and through if it's facilitated that process. This is all these reasons for it. And to your point, like the impact a video can have on sales is absolute phenomenal. Sohil come out of that budget? Well, let's let's go back in time because I think, you know, to your point, we've seen some transformations over the past couple of years, things that probably were sped up a bit. If I remember back early on in the pandemic, I was doing some research trying to figure out like, what could the future look like based upon history? And when we look back at history, the nineteen eighteen flu pandemic, we saw an exponential increase in copper wire being laid telephone to connect people together. The telephone to the nineteen eighteen flu pandemic is what video is to this current pandemic. That that I think we're, you know, hopefully almost through on the other side. But it's created new cultural norms, new organizational norms when it comes to marketing and really, I think, more importantly, to cells teams. What have been some of the greatest lessons that you have observed through your lens of the world utilizing video for cells? You know, I think we did a bunch of quantum leaps. To your point. We did a quantum leap in terms of of sales teams that never would have done the thing over video. Are Now doing the thing over video all the time. And just the easiest example. Of those that know me, you know on a Swim Pool Company and for twenty years we sold pulls by going to the House and talking to the customer that way. And when covid started, we started doing in home sales. And I have actually been saying this for a while to my team, like, excuse me, we start doing video sales. I had been telling them for a while. Look, your first call should be over video. You can do everything you need to do over video. You're going to be more fishing and be more effective. In fact, I think your clothing rates are going to go up. And everybody push back until covid. Yeah, and then, of course, today everybody says, I'm never going to go back to the old way, Marcus. And what's interesting too, if you look at the bee to be space, James, you're seeing the exact same thing, except with be tob customers. They're saying I don't want be to be sales to go back to the way that it was. And this is that this is very undeniable. And why is that? Wow, why are people saying that this? Once you taste the thing. You don't go back and say you know, it's like you think diet coke tastes amazing until you drink a coke right and you're like, Oh, there is a difference there, right, but otherwise you don't know the difference. You don't know the thing. You think dial up Internet is great until you have high speed. You think high speed is great until if for G for Geez, great, until you have G and we think five Geez the bomb right now, one of these days, a freaking five peoples. Those that right. This is this is the way that this is the way that we work right and in this way that we're evolving. It's fascinating. But when you look at what's happened with sales teams, there's been a lot of push back, frankly, a lot of push back, because they were thrust to being forced to use video and visual and it's not just sales seam. I'm talking about any customer interaction, Prospect Interactions, is customer service, this marketing, this sales across the board. But because we were forced to do it, a lot of people swam and a lot of people sunk. It's been really interesting. One thing that we learned to James was just because somebody's good at sales in person, yes, necessarily mean they're good on video. Different skill set all together. And before we keep going down there, I...

...want to pause because I'm curious. You're right. A lot of people, almost all of us, were pushed. We had some that sank, we had some that really were able to swim and thrive and a just survive some treaded water. What is a common belief when we think about the visual cell? Would we think about video? Bunch of myths. We think closing rates are going to go down. Okay, we know that's that's not true. We say things like I am a relationship based business, which that's a really I'll never forget it was probably about six months into the six months into the pandemic, and I had this financial advisor call me and he was like ahead of some big financial firm, right, and everything from them was like big WIG, clients, Yeada, you know the deal, and he says to me, Marcus, it's pritten. Pretty Amazing. My team finally figured out that you don't have to be on a golf course to close a deal, and that to me represent it perfectly. Everything that happened with intelligent, forward thinking professionals. They recognize. Okay, you know what, I've always been obsessed with a single in person selling, but in person selling happens over video as well if both cameras are on, especially right in person selling, and so we've got to change the definition. When it's in person, it's like we're in person. Right now, we're facetoface selling. You and I right now, as we're having this conversation, James, we're doing this in a facetoface way because we know we're going to communicate better, for it is going to be better experienced because of that and us. So I think that was one of the big ones. That were in a relationship based business. That's changed and you hear a lot of bakers, that's what they talked about. They like what makes you? It's the relationship. So I relationships, yeah, which is just such a fuddy dutty phrase, because that is not exceptional. By the way, when a banker says that makes you normal, that does not make you exceptional. That's what any business is supposed to to be table STAS. Granted, yes, I know that there's many businesses that are transaction based, let means my say, well, what about Amazon? You don't talk to a person to Amazon, Marcus by do a lot of it. Yeah, I get it, but you tear points. It's table stay. That's the standard. MM. And so any of your competitors are going to say. But we're relationship based. The question is, how can we build that relationship better than anybody else, because in a time when we're becoming more digitized, we have to figure out how to become more humanized at the same rate. And the problem is a lot of people think that they run against each other, in other words that okay, if we're going to become more digital, then we're going to become less human. That's so stupid. It's just not the case at all. If I'm sending out my emails, let's say, as video, and you're sending out your emails as a lame text, like everybody else in the world is doing, which one of us is having more of a human touch to the prospect? If you're having just a phone call and I'm having a video, facetoface conversation with them, with someone, which one of us is having more of a human to human moment? Yeah, it's just it just the other thing you know, we've seen this, that what happened in the past lots of times too, was the way a lot of relationships occurred with customer in company was that we would have facetoface conversations maybe a few times a year because logistically was too hard to do it otherwise either we had to travel. Okay, that was one of the elements we had to sink up the right way and now, on a whim, we can just you and I can see each other and we can see how things have come along right, and so we can have much more facetoface touches with video then we could previously. Yes, I want to give a...

...story here. There was a financial brand out on the West Coast and we had a couple of conversations, and this was within the last year. Made a couple of conversations. They were interested in enjoying the program but we're very selective of who we invite in and we've came to an agreement. Yeah, we think it's a good fit. We talked through a couple of different possible paths forward, followed up with the documentation and not just only follow up with the documentation, provided some video context to that documentation and the reply back from one of the key stakeholders. Wow, that was the very first time anyone ever took us by the hand to guide us through the thinking and they said we wished more people would do that, because it was about providing clarity and context, not creating additional confusion. I think that's another unique opportunity to here as of that one, James. Just like. How many times has somebody sent some type of contract over email and it was misunderstood? I tell everybody stopped send your stinking contracts over emails so somebody else can misread them. Instead, send them a video of you walking them through said contract, where it's in possible for them to misunderstand it. How many times has a deal been lost because somebody man explained some yes another? It's the messenger that have been talking to. The salesperson that I've been talking to the company went and spoke to his or her board and, upon speaking to the board, they didn't explain the thing the right way, and thus the Messenger killed the movie star. Right, it's like like like, and it doesn't. This is what happens. This is what happens, and so I'm not a fan of allowing someone else to misinterpret my own messaging videos is the easiest way to do that at scale, so that you prevent that from happening essentially every single time. Right, and I want to come back to the point you're making earlier about we all got shoved into this, and it doesn't matter if you're on the marketing side, the cells side, the service side. Some people really they survived, they swam, they excelled. But what about the people that struggled? They treaded water, maybe they sunk to the bottom. Is there any hope for them and what might that hope how can we help those people? Maybe give them some swimming lessons when it comes to this like like, because, because you're right, it's a different skill set all together. Can it be trained or is this more of like a natural can absolutely be true. I think here's the big mistake that that companies May James. They said, okay, well, looks like you're gonna have to sell over video. And actually I spent a ton of time training some very large sales organizations of big brands that everybody's heard of, and I found the same bad habits over and over again. And what's amazing is more often than not, the habit existed out of ignorance. and was it that they lacked skill? Is that they just didn't understand the best practice? That's where it gets really interesting. Let me just give you one like incredibly simple example, James, and you're like, oh, that's so, that's that makes so much sense. But yet I can see how everybody would miss that. So let's talk about a sales meeting with multiple decision makers over video. How many times has somebody had a sales meeting with multiple decision makers over video and after they ask a question, there was awkward silence where one person spoke over the other or one person dominate the conversation? Everybody's out with this now. Why does this occur? It occurs because everybody asked my everybody. The majority of sales people ask questions the wrong way when they're talking to multiple decision makers over video sales calls. In other words, when you ask a question to multiple decision makers, you ask...

...it to individuals and not to the group. MMM, because this way, let's say there's three people in the call right now that I'm talking to you. When I say okay, so, James, what would you like to cover today? And Jeff, what would you add to what James Just said in Jenny is or anything else you would like to add? And no point am I going to have any awkward conversation whatsoever in the room. We're going to have perfect flow. You See, the salesperson has to see themselves as essentially the director of the band and they're telling the instruments when the play on these calls and they create the best sound and they draw everybody into said band as well. But again, if you watch, I've watched over a thousand of video sales call recording since the beginning covid. Pretty crazy number and I could go down a list all these bad habits people share. But as soon as you tell a salesperson ask questions to individuals by names, boom, suddenly their authority elevates. They stop having people talk over each other, they start bringing everyone into the call and they see, Marcus, wow, this is so much perfect go on. Like I know it's that's simple to do a little bit of training. That's a great analogy. This idea of being the conductor of the band. I would say it's more of facilitation and I think it's the facilitation that makes people feel more involved in the conversation, the dialog, which then increases the buy in, because it's like we go back to the schoolyard. We don't want to be the kid that's left out. We want to be a part of something bigger than where we're at today, and I think that that I did. What about on the service side? Like you know, I think of a lot of financial brands. You know, they're they're working with account someone has an issue. There's multiple ways to resolve this, but I'm one that it's like maybe we can hop on a video conversation, let's talk through this, maybe we could do a screen share and walk you through where that frustration might lie. It's account access, it's transferring, whatever it might be. Where are the where might there be opportunities, from what you're seeing, hearing and multiple verticals, to apply it back here into banking? There's so many. Let's just look at one way, and we talked about this a lot in the book, one to one video right, which is, instead of sending a text based email, sending a video based email right, and video based emails can be incredibly effective, especially when you have to show or demonstrate something. To think about how many times somebody had a bank has had to walk someone through their banking portal because, first of all, the portal was not very, you ex friendly, but, with that being said, they had to walk them through it. So what if, instead of doing that, you created a video? It could be at one to a single person or one too many, one that you consistently use and whenever anybody calls you about that particular problem. Because here's what's funny about banks. Do Understand? They're like every business. They get the same problems over again. Other words, people have the same complaints over and over again when they're using their stuff, when they're when they're doing the thing right, and so once you see the patterns, like okay, create a stink and video about it so that we do not answer the same question over and over against that could how many people in customer experience customer service feel feels like it's groundhogs days, like, okay, here comes the next one. This I know already what they're going to say, but yet we're forcing them each time to walk the person through it or talk to them about it. Where you could get in front of these things if we were just doing video. And then, speaking of the one to one video. You could do with the follow up. So let's say somebody said of bad experience somebody, shape or form. Sure you can send a follow up that says is everything resolved, but you can send that humanized video one to one. This is hey, James, I know you have some problems earlier, Pierce. From what I'm looking at that you've gotten them resolved, but I wanted a personally. Yes, wanted to personally reach out to you and see if everything have been resolved on your end. It gets us. Not Hard to do and it goes miles. I certainly have never had anybody in any financial institution do something...

...that was incredibly personalized like that. For me, with modern technology, digital growth is a journey from good to great, but sometimes this journey can feel confusing, frustrating and overwhelming. The good news is you don't have to take this journey alone, because now you can join a community of growth minded marketing and sales leaders from financial brands and Finn text who are all learning, collaborating and growing together. Visit Digital growthcom slash insider to learn more about how you can join the digital growth insider community to maximize your future digital growth potential. Now back to the show and and I think that right there, modern technology. Let's talk about the quote unquote, complexities of this, because it is become exponentially more simplified to do vide yard loom withsty soap box. Literally it's a laptop, Webcam and a little bit of confidence. And here, well, here's what's funny, James. The average person talks three times faster than they type. Some people it's even worse than that. It's like five to one. Wow. So think about what we do. Oftentimes we get a longest question that requires a longest answer over email. It takes people to track it. They don't realize they just spent ten to twenty minutes writing response. After you write the response, what you do? But you have that go check it for grammar, right, and now you send it and, oh by the way, there's a decent chance that they won't fully understand it because they can't hear the flection your voice as you're delivering the thing. And so it's outrageously inefficient. Why in the world would I send a fifteen twenty minute email when I could create a video in five minutes. That took me, oh by the way, to your point five minutes to learn how to use because it's some of the easiest technology in the history of earth. Yes, you can use Microsoft word, which is more complicated than on onetone video tool like a vide yard or loom or soap box like you were just mentioning there, James. I mean it's just not complicated and I have taken I've taken sales teams that were, like you know, definitely not, let's call it, digital natives, and within thirty minutes not only the up and running with the R but they've sent a onetone video a to their peers. Yes, powerful, and it's just taking a little bit of extra time to make sure everybody's trained. Yes, and you're right, it is that training. I think a little bit of coaching that builds the confidence. You get some affirmation thrown in there. There's two rules that I teach to companies over and over again when we go into a company and we're helping their sales team get better on camera. Certainly there's a lot of little nuances that we do. There's two major rules that we teach everybody to start to follow, and I don't know why it's not taught more often, and they're so basic and as people hear them they're going to say, well, that's obvious. It's not obvious people to do it, and when they find out and they start to apply it, it really changes them. The first one is what we call the no stop rule, and it's basically this. As soon as you hit record, no matter what happens, you don't stop until you're done the message, no matter what happens. Another word you say to yourself going in, I don't care if I get picked up by Tornado, I'm going to keep talking like Jim can torre on the weather channel right now. Why is this? Couple reasons. Psychologically speaking, the moment we know we can stop, we start stopping, right or right. That's number one. Number two, if you screw up, it humanizes you and people appreciate working with humans, not machines. This isn't terminate. It right. So that's actually a very good thing. And, oh by the way, number three. What was the last time you were talking with the prospect yes, person facetoface, and you suddenly said ten minutes in he and I totally just Jack that up. I'm going to start this whole thing over again. It's that okay, with you like. Net's never happened. Nobody says that. So we're using this principle all the time when we're in person, when we're facetoface in person with people...

...in real life. We do it all the time, and so, for some reason, though, we change that when we get on camera. We shouldn't change at that's rule number one, the no stop rule, super obvious. Number two rule, and this one is what we call the three seconds smile rule. So we say, when you're going to do a video, three seconds before you start, you smile and you hold it and you hold it into the start. Yes, that's the video now, of course. Why is that? Because you should be coming off of your smile, not going into your smile when said video starts. Plus, when you smile you actually communicate much better. This is also why some people say I always turn my camera off when I'm talking on zoom because I don't want to see myself. I'm like, I absolutely want to see myself, not because I think I'm handsome, it's because I want to see if my body language and my face is manifesting the energy it should be manifesting to communicate at the level I should be communicating. At. Yes, you have to get really used to say. Well, I mean you're asking the customer to look at your face, so keep it on, because there's been many times I've seen myself and I'm like, dude, smile, Marcus. That's the energy you need to bring to the table. That's my job, that's what I do as a communicator and that's what we do as professionals and and and that gets into it like a maybe even more of an eccentric point. But you're talking about energy. It's smiling being what is emotion. Emotion is energy in motion, and you can communicate that energy through a camera, through a screen, if we overcome the terror of the cyclops eye. And I think the more it's like anything, the more you do it, the more comfortable it becomes and the more second nature it is. I'm going to take your smile and add to it one one additional just small, little action item. Start with the smile and then a little bit of a friendly wave, and the reason for that, I have found, is through platforms like loom, video, bomb, bomb, soapbox, you can get that animated gift. Oh yeah, and that first really well, three seconds, four seconds, smile, wave. It comes off is non threatening, like I'm not here to threaten anyone, I'm it just it's basic human communication. It's the UNSAID. We're saying more through body language, which is, you know, the vast majority of communication. It's frushing about this, though. James was that there's people in the financial space right now. They're listening to this and they're saying, but that's not our brand, that's below or beneath us, that's beneath us. Thinking to myself what a dope thought process that is. You know, the last time we had that type of thinking one thousand nine hundred, Ninety six and ninety seven, and for those that ain't aware, ninety seven was the initiation in business of this thing called electronic mail. It is so funny you're saying that, because now I'm going back, you know, at the beginning of covid looking at history where we're at and as we're looking at kind of like this whole next thing of web three, and we're still trying to figure out what that is and get some definitions around it, but it's something is definitely happened. We are making a transition to that next thing. I'm not going back and watching news clips and pulling news clips for my own sessions from ninety four, ninety five, ninety six, when you have good morning America. They're making fun of this thing called electronic what is it like? Like sending a facts and it's just so funny to watch the mindset of people. And then it's like, oh, it becomes the new cultural norm. Guess we got to get on board. And you're right, this is not beneath us. This is the next wave of human relationship. I was a huge amount of companies that push back in the financial space. M A huge amount said we're not going to send email, we're that's just not the way we're going to communicate. And of course, what happened to those organizations? They either...

...got on board they got left behind. This is we see this over and over again. I mean it is part of the circle of life, right. It's the great filtering that occurs with every shift in society and technology. But really we are with video right now. We were with electronic mail and one thousand nine hundred and ninety seven right. People got to keep that in mind because there are coming day when video will see will seem very antiquated, at least the way that we do it right now. The visual element of video will never get antiquated, but the way we do it right now will seem very antiquated. Yes, you know, I it's a bit of a futurist thought, but if you're seeing what's coming down the pipe from Metta and Microsoft, this whole metaverse, virtual reality, augmented reality, it'll be very interesting to see how this plays into this. I want to come back and connect some dots from your first book. They ask you answer into your second book. Here the Visual Cell Is this chapter twenty seven, how to create social first thought, leadership videos, because I think there's an opportunity for marketing and sells teams now to come together and collaborate around some of this. What's your take on this, because it does come back to connecting the dots between they ask you answer into the second part here of utilizing video to create that leadership. Yeah, I think the overcome like like here's you see this with organizations. Tell Sell Steam, he sells team or who remember? Write subject matter experts, anybody like that. They say you really should be doing linked in video, for example. Let's say crap like that. You should we do linked video. Should we be doing on facebook video? Yeah, but if they don't have the guidance, they don't know where to start and where should you start? And the fact of the matter is, to the point of they ask you answer and it. Of course it's prevalent and the visual sale. We overcomplicate what people want to see, what they want to read, what they want to watch. They tell us every single day and time you're talking to a prospector to a customer, there any questions and they're stating to you their questions, concerns, worries, fears, issues. Every single one of those will pop on social media, every single one. And it doesn't have to be a high production video at all. It can literally be hey, somebody came to me today and ask me this, so I just said, okay, I'm going to shoot a quick video on it and this is the answer to the question everybody, and if you need more answers, make sure you let me know. It's literally that simple. And so once you it's funny how it's like there's a phrase that it's through small and simple things are great things brought to pass. You see it over and over again and that's definitely the way the Internet works and that's the way great marketing works, that's the great way great messaging works. It's very small and simple, right, they ask you answer. That was a small and simple phrase. It's really done extremely well all over the world because of the fact that it's memorable and it's like okay, so they ask question, I need answer. Yes, that's it. That's what we're saying. Don't overcomplicate the thing somebody wants. Told me something that was very relevant to the Internet, and that is it's dumb not to dumb it down, like yeah, right, you don't. Problem is we think we got to sound smart. We think we're supposed to look and sound like freaking BMW. Our Bank is BMW, and that's the way that we've got to come across. And what happens is we just get left behind by the market play ice because they're willing to be a little bit imperfect. They're willing to put the non five star videos up there. Right. They just know it's actually more important that you ship it out there, that you get it out there. They communicate the thing and if it's a seven or eight out of ten, that's way better than the company that does the eighty percent of year that's a ten out of ten. But Oh, you know, they've got one in this other guy's got a hundred and he made him with a stinking cell phone. Right. You know, we're seeing people starting to make move. Jennifer Beaston in the mortgage space. She's a nation's top one percent lender and she's applying this. She's taking people's...

...question and you know they're be videos are not overly produced. You've got Paul long as well. You know he's at the financial brand up out of the northwest, and they both been guessed on this podcast. But I think it comes down to people buy from people. At the end of the day, people buy from people and I'm I want to get your take on this because I'm predicting that over the next five years, coming out of this, as we're making another transition, the micro has the potential to beat the macro. The individual brand of a branch manager, a Linder, a lad or even for that matter, has the potential to create far more impact digitally socially then the corporate brand. What's your take? All Day, I call it this, that the digital David's will always slay the Calias. MMM, because they don't have to play by the same rules. They don't have the red tape. They say, okay, I'm going to sling a rock instead of using armor and shield and sword, because that's slow and it's dumb. In other words, that's red tape. Yeah, and to your point, we've got the rise of the micro brands that are happening in every single industry. And then you've got those called again, the BMW's, that are sitting there saying, well, you can't do that, will gives you the right to do that, and meanwhile you're spending millions of dollars on some stupid paid campaign online, where all you really have to be doing is producing consistent content that answers our questions, where he spherce issues concerns. But yet we're still overthinking it. We see this within the financial space all the time, and this right here. If you're a credit union, if you're a community bank. To me, this is what gives you hope over the the larger nationals, because be the David, be more nimble, be more quick games. You're right, because that community bank or that Credit Union doesn't have some stink and board that every little piece of information that gets published has to be approved by now have twelve stinking attorneys that feel like it's their job to say no to everything. If you're a local bank, you can push that glorious envelope. You can do things that nobody else has done. This is the question I love to ask people, especially companies, that come to me and say Marcus will be great online. I say, okay, there's three things you got to be willing to do. How many of these three are you doing right now? If you're willing to do one of three, you're going to get noticed. Two out of three you're going to be a leader. Three out of three you're going to change your industry. So number one is, are you willing to talk about what others are not willing to talk about online in your industry? Okay, are you going to talk about it? Okay. Number two, are you willing to show what others in your industry are not willing to show online? All right, so first one to talk about. Second, want to show. Number three, are you willing to sell in a way that others in your space aren't willing to sell? Those are the three. Those are three, and that's where innovation starts. Today, you have to Vince I'm freaking whatever you call it, technology, some AI, whatever it is, you just have to make if you do those three things, talk about show and sell and ways that your competitors do not, you're going to become a foremost leader of your space. There's no question about it. But when I ask people, James, are you doing this, they'll say I think I'm doing two out of three. I'm like, Oh really, so what is it that you talk about that nobody talks about? They're like, well, we are willing to do this. I'm like she saying nobody else does this. Well, others do that too, but I mean, but we do it. Well, it's like no, you got it. Really, what are you talking about that the other ninety nine percent isn't talking about? I want to bring this back because we just for a financial brand...

...and they just entered into our program. We did some initial diagnostic discovery with them and one of the questions that we ask, and I want to say it was about twenty people, so senior leaders all the way down to upper management, we ask the question, why should I open an account or apply for your loan alone at your financial brand, and I'm it's the same thing. Ninety five percent of them responded around product, around price rate, around promotion, around service, and I'm like, we've seen this over the last twenty years. It's the same exact thing now. One of them said the reason they exist, I either purpose or their expertise, their knowledge that they bring to bear within the market space, and I think if we can facilitate that's the way to rise above all of the commoditization that every other vertical is experiencing, probably more so in the banking space, is you got more entrance coming in. Where do we begin, Marcus? There's been a great conferent with what do we do next, because that's what you talked about in this chapter sixty one. Yeah, I got to talk about when they just said, which is commoditization. WHY DOES IT Exist? Why does it happen? commoditization occurs in industries when the market place is ignorant of the differences between the products or services that are delivered. Now, why do they become ignorant? Here's the funny part. They become aren't because the companies themselves behind the products and services allowed the market place to become ignorant. It's kind of like the manufacture that complains that China is kicking their butt and I say to the manufacturer, really, so, are they making it the same way? Mr Is Better? Oh No, there's a piece of junk. Really, have you explained this online? Well, no, Marcus, but still like then, what do you expect? You've allowed ignorance to exist in the market place. And then when ignorance exists, what happens? Well, it goes to the lowest denominator, things like what's your rate, what's your price, and not on the value proposition that we've heard since our first day of stinking business school, yes, which is amazing to me. So when commoditization occurs, folks need to look in the mirror and say, I allowed this to happen. This one's on me, but it's also on you to change that and turn it around. So awareness and then acceptance, and then, I think the other thing too is, as I'm writing, banking on change. I see four things that need to happen. Number one, we need to help people see things differently. When we see how people see things differently, they begin to think differently, because it's back to your point of the Diet Coke. Once you see your taste something different, you don't go back to the way things were before. But just because you think something differently, does that inspire new action or behavior on the other side? At think to bridge the gap. It's the feelings in the emotions. So to see different, think different, feel different, and then that will inspire some sort of new action. And that's where I want to wrap up with you, because in chapter sixty one, how to prioritize your video marketing efforts, and then chapter sixty two, going into part the the last part here why your business needs an inhouse videographer. Where do we begin? And then sell me on this last point. I'm a CEO at a financial brand. I don't have inhouse videography capability. Why do I need that? The first question to that CEO is, do you think this whole video thing is a face? It's going to go away? It's the need to show it and not just say it, but show it. Is going to increase or decrease over time, because I can tell you right now a videographer will be a inhouse videographer will be a fundamentally common position within organizations all of the world's all over the world within the next...

...five to ten years. Now, my company, my agency, we right now work directly with something like eighty different companies. Eighty companies that we work without a eighty have a videographer in house. Yep. Why? Because you create much better art when you're holding the stinking paintbrush. Folks. You create more video, you get better at video. Your team learns videos like walking. You don't come out the gate as a baby and start sprinting down the street. There's a process and what happens is you see companies in like okay, let's hire a video production company, you spend a boatload of cash, they come in and they pop out like three or four videos and you feel good about yourself because you have a new about US video that nobody probably has ever watched, by the way, that's about you and narcissistic you, and you're the hero of your own story, yeah, which is flawed right. And so instead of doing that, let's learn to become great with visual storytelling. Let's listen to our customers every single day and say, okay, how can we make a video out of this thing? Because the best companies are producing about fifty two hundred videos a year at a minimum, at a minimum. That's where you need to be, folks. One thousand two hundred a year at a minimum here. That minimum, that's your minimum bar. It's where you need to be. You're going to do that if you have of videographer. And what's funny is after the companies have had a videographer, year later, year and a half, two years later, all they ever say to me is I can't believe we debated this. MMM. Question is, how many more do we want to have on staff? Yep, Yep. Let me ask you. Know, this has been a great conversation. Highly recommend financial brand marketing cells, leadership teams pick up the book the visual cell. What can we do to send them on their way to continue to make progress on their own journey of growth? One small, simple action, because all growth begins with a small, simple step forward, and we were talking about this earlier. But what's one small, simple thing that they can do to maximize the visual cell? So what you can do right now, especially if you're leader of your company, if you're listening to this year leader, you're not like everybody else, you're not average. Start doing one to one video with your internal emails. Yes, just by doing that, people are going to raise an eyebrow and there say Huh. Isn't that interesting? And then, for your example, one or two others are going to pick it up and start doing it. And if they see the movement start to occur, everybody wants to be a part of a winner and now suddenly becomes normal. Just like electronic mail became normal and we eventually called email, this will become normal for you. The quickest way to learn video, get good at video, get comfortable with video and get everyone else comfortable video is sending one to one video with your emails as you go for it. That's a great practical example something that we all can start doing today. So go to loom, go to video bomb bomb, go to vide yard, go to with your soap box, get the plug in, hit record and you know what, Marcus, I'm willing to do a challenge. If you want to do a challenge, they can send you or they can send me, or they can send both of us that video and just say hello to us. So my eerspond yeah, and I as I will do the same. My email. Jrwla, Y at digital GROWTHCOM. Marcus, what's yours? Marcus at Marcus Shardancom, Marcus and Marcus Sheridancom, or you can just send it to me and Linkedin as well. I've had a lot of people do that. Yes, is fun which, by the way, if you're not connected with me on Linkedin, you should, because I'm a really stink and good follow on linked insightful and sometimes a bit provocative, which I do appreciate, because we got to stir the pot. This is how we get people out of their cave of complacency and we can, you know, show them once again,...

...show see, think, feel do something even better than what they were doing before. Where can they get the book? Marcus anywhere, Amazon, any place, the visual sale. You can go to the website right now, the visual salecom. That's Sallie, the visual salecom. You can read about it, you can see different examples of different types of videos. It's incredibly practical. You're going to it's not a bunch of theory, because that's just start, the way that I communicate, and so you're going to find that you're going to get a ton of immediately applicable information there in so the visual salecom. And again, you can reach out to me linkedin or marcus at Marcus Shardancom. Marcus, this has been great. Thank you so much for joining me on another episode of banking on digital growth. There has been a lot of fun, buddy. Yes, sir, my pleasure as always, and until next time, be well, do good and make your bed. Thank you for listening to another episode of banking on Digital Growth with James Robert Leigh. To get even more practical and proven insights, along with coaching and guidance, visit digital growthcom slash insider to join a community of growth minded marketing and sales leaders from financial brands and Fintax. Until next time, be well and do good.

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