Rehumanize Your Business by Ethan Beute;Stephen Pacinelli; & Stephen Pacinelli

Author:Ethan Beute;Stephen Pacinelli; & Stephen Pacinelli [Beute, Ethan & Pacinelli, Stephen]
Language: eng
Format: epub
ISBN: 9781119576280
Publisher: John Wiley & Sons, Inc. (trade)
Published: 2019-04-23T00:00:00+00:00

The video options here are not evergreen versus personal. Instead, you have the option of going one-to-one, one-to-many, or one-to-all with your video invites. As always, a truly personal, one-to-one video is most effective. For the sake of efficiency, though, you might send to a segmented list for a team meeting or training event or to a full database for a networking event or conference.

To fill up workshops and networking events, Trevor Houston with New York Life in Frisco, Texas, sends video emails. His structure is simple: energetic video, typed-out what/when/where details, and registration button. You don't have to memorize and deliver the date, time, location, and other specifics in your video. Instead, use one line of text to drive the video play and promise “all the details and a link to register below” in your video. The link can go to a calendar, an Eventbrite page, a webinar registration page, a website landing page, or anywhere else. When you do this with video email, segment your follow-up based on recipients' action or non-action like email open, video play, and link click. Send follow-up video emails to increase registration among those who've not yet registered and to increase attendance among those who have registered.

For one-to-one invitations, Jeff Wagner, a producing sales manager with One Trust Home Loans in Houston, Texas, uses the FORD technique to gain participation. The FORD acronym stands for family, occupation, recreation, and dreams—topics to focus on to initiate conversation. Having sent more than 2,000 videos, Jeff recognized its power to connect and convert. He decided to pick out 20 real estate agents in his area whom he didn't know and invite them to a coffee appointment.

Before sending each person a unique video, Jeff looked at their social media profiles to find a similarity, for example family (their kids attending the same school as his kids) or recreation (both being fans of the Houston Texans football team). In each video, he greeted the person by name, established the similarity, and invited her or him to coffee “to share ideas on how we can help each other with our businesses.” He also followed up with a phone call.

With this combination of FORD, a video email, and a phone call, “14 accepted coffee appointments with me.” That's a 70% success rate on invitations to people he didn't know. “I have my whole team doing this now and we're having success,” says Jeff. “We're getting new face-to-face appointments and generating revenue. And it's because of initiating the appointment through personal videos.”

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