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The editing was poor. The video was long. I was not as articulate as I would have liked to be. And yet, this video got me 3 inbound leads, 2 of which became my clients. How did that happen? In retrospect, there was one simple reason that made it work. Through my writing, I love talking about different higher-level ideas, concepts, and principles. Writing is my practice for thinking through ideas, developing my IP, etc. However, I rarely use writing as a medium to apply those concepts. The YouTube video, however, was different. The video was about applying the concept. I dissected a very well-known brand’s brand story and marketing strategy. No abstract stuff here. Pure application. The result? The prospects who saw the video wanted me to apply the same concepts to their brand. Here’s the thing—ideas are great. However, there should be a medium to show how those ideas can be applied. This is what appeals to prospects. If you want to know which video it was, reply to this email, and I will send you the link. |