Table of Contents
COVER
ACKNOWLEDGMENTS
ABOUT THE AUTHORS
INTRODUCTION
PART 1: Why It's Time to Rehumanize Your Business CHAPTER 1: The New Way to Communicate, Connect, and Convert A SIMPLE VIDEO MAKES A BIG DIFFERENCE
VIDEO FOR RELATIONSHIPS, NOT JUST FOR MARKETING
IT'S LIKE WE'VE ALREADY MET
VIDEO MAKES YOU MORE FAMILIAR AND APPROACHABLE
THE NUMBERS: VIDEO EMAIL VERSUS TRADITIONAL EMAIL
THE STATS, CLAIMS, AND HYPE TO IGNORE
THE ONE QUESTION TO ASK YOURSELF
NOTES
CHAPTER 2: Email: The Indispensable, Broken Tool “YOU'VE GOT MAIL”
ALTERNATIVES TO EMAIL
THE INDISPENSABLE TOOL
THE PROBLEM OF (OVER)CRAFTING YOUR EMAILS
SO, EMOJIS?
REPAIRING EMAIL
NOTES
CHAPTER 3: Video: The Personal, Rehumanizing Tool RELATIONSHIPS ARE THE WHOLE POINT
MILLENNIA OF HUMAN BRAIN TRAINING
OUR FACES SPEAK THE SAME LANGUAGE
THE EYES HAVE IT
TALKING WITH YOUR HANDS
THE WARMTH OF YOUR SMILE
OUTSMARTING OUR MENTAL SHORTCUTS
NOTES
CHAPTER 4: Six Signs This New Approach Is for You and Your Business SIGN 1: YOU TEACH, TRAIN, SELL, OR SERVE
SIGN 2: YOU DRIVE OPPORTUNITIES TOWARD FACE-TO-FACE MEETINGS
SIGN 3: YOU WANT TO IMPROVE CUSTOMER EXPERIENCE
SIGN 4: YOU RISK DISINTERMEDIATION BY WEB APPS, TOOLS, AND AUTOMATIONS
SIGN 5: YOU BENEFIT FROM WORD OF MOUTH
SIGN 6: YOU WIN MORE OPPORTUNITIES FACE TO FACE
SIX SIGNS THAT YOU NEED PERSONAL VIDEO
NOTES
PART 2: When to Rehumanize with Video CHAPTER 5: Nine Stories of Sales Acceleration and Better Customer Experience AUTHOR DAN PINK AND PROFESSOR DAN SMITH
THE MOST IMPORTANT SOUND IN ANY LANGUAGE
LEADERSHIP, VIDEO, AND THE HANDWRITTEN NOTE
APPRECIATION YOU CAN FEEL
MORE SALES REPLIES AND FEWER SUPPORT REPLIES
EVEN MORE SUCCESS IN CUSTOMER SUCCESS
THE FIRST SALESPERSON TO SEND 10,000 VIDEOS
A SALES TEAM THAT'S SENT 10,000 VIDEOS
PERSONAL TOUCH, FASTER CONVERSION, AND MORE REFERRALS
IT'S NOT ABOUT THE VIDEO
NOTES
CHAPTER 6: Ten Times to Use Video Instead of Plain, Typed-Out Text TOP 10 TIMES VIDEO SAYS IT BETTER
WHEN NOT TO SEND VIDEO
NOTES
PART 3: How to Record and Send Videos CHAPTER 7: Sending Video in Emails, Text Messages, and Social Messages THREE WAYS TO SEND VIDEO IN EMAIL
SCREEN RECORDING
SENDING VIDEOS BY TEXT MESSAGES
SENDING VIDEOS IN SOCIAL MESSAGES
DELIVERY, FILTERS, AND FIREWALLS
THE VIDEO VIEWING EXPERIENCE
FACE TO FACE IN ANY CHANNEL
NOTE
CHAPTER 8: Why You're Not Sending Video and How to Get Comfortable on Camera WHY WE STOP “DOING VIDEO” BEFORE WE EVEN START
YOU LOOK (AND SOUND) GREAT
YOU KNOW WHAT TO SAY
YOUR PROCESS RESULTS FROM EXECUTION
SEVEN TIPS FOR BETTER VIDEOS
YOU'RE NOT ALONE
NOTES
CHAPTER 9: The Salesperson's Guide to Video Cameras VIDEO CAMERA TIPS
VIDEO SETUP TIPS
THE RIGHT TOOL FOR THE RIGHT JOB
NOTE
PART 4: Improving Video Results CHAPTER 10: How to Get More Opens, Plays, and Replies TOP REASONS FOR VIDEO EMAIL UNDERPERFORMANCE
HOW TO GET MORE EMAIL OPENS
HOW TO GET MORE VIDEO PLAYS
HOW TO KEEP PEOPLE ENGAGED IN YOUR VIDEOS
HOW TO INCREASE YOUR REPLY RATE
TIPS FOR PROSPECTING WITH VIDEO
NOTES
CHAPTER 11: So, You Sent a Video … Now What? HOW TRACKING HELPS YOU FOLLOW UP MORE EFFECTIVELY
WHAT TO DO IF YOUR VIDEO EMAIL DIDN'T GET OPENED
WHAT TO DO IF YOUR VIDEO DIDN'T GET PLAYED
WHAT TO DO IF YOU DIDN'T GET A REPLY
MULTIPLE VIEWS, LATENT DEMAND, AND LONG-TERM FOLLOW-UP
NOW WHAT? THAT’S WHAT!
NOTES
CHAPTER 12: Where Rehumanization Is Now and Where It's Headed MORE EFFECTIVE AND MORE SATISFYING WORK
THE SOFT EDGE
THE STATE OF THE MOVEMENT
MEASURING MORE THAN OPENS, PLAYS, AND REPLIES
YOUR NEXT STEPS
REHUMANIZE YOUR COMMUNICATION AND YOUR BUSINESS
NOTES
INDEX
END USER LICENSE AGREEMENT
List of Illustrations
Chapter 1 FIGURE 1.1 Traditional Email
FIGURE 1.2 Video Email
FIGURE 1.3 Marketing through Video versus Relationships through Video
Chapter 3 FIGURE 3.1 History of Human Speech, Writing, and Literacy
FIGURE 3.2 Human Development of Facial Recognition, Speech, and Reading
FIGURE 3.3 The Dual Theory of the Mind
Chapter 4 FIGURE 4.1 Six Signs That You Need Personal Video
Chapter 5 FIGURE 5.1 Quickly Record and Send Mobile Videos
FIGURE 5.2 A “Thank-You” Video Delivers Appreciation You Can Feel
FIGURE 5.3 Improvements for Customer Success
Chapter 6 FIGURE 6.1 Let People Know It's Truly Personal
FIGURE 6.2 Keep Everyone Informed and Prepared throughout the Process
FIGURE 6.3 Video Gives People Time to Process Bad News
Chapter 7 FIGURE 7.1 Start More Conversations with Video in Social Messages
Chapter 8 FIGURE 8.1 The Shiny/Authenticity Inversion
FIGURE 8.2 Example: Empathy, Value, Call to Action
Chapter 9 FIGURE 9.1 Comparison of Video Resolutions
FIGURE 9.2 Be Ready to Record in Your Office
FIGURE 9.3 Be Ready to Record with Your Phone
FIGURE 9.4 Studios Are More for Marketing Videos
Chapter 10 FIGURE 10.1 Steve's Office Helps Tell His Story
FIGURE 10.2 Ken's Office Helps Tell His Story
FIGURE 10.3 Example: Prospecting Video Email
Chapter 11 FIGURE 11.1 – If Your Video Email Didn't Get Opened
FIGURE 11.2 – If Your Video Didn't Get Played
FIGURE 11.3 If You Didn't Get a Reply or Response
FIGURE 11.4 Personal Videos Serve a Unique Purpose
“I love this book for three reasons. First, I see it as a practical guide to selling with video. If you want to be emotionally effective, embrace video in your process. Second, it's fun to read. It made me realize that customers are tired of dealing with faceless salespeople; they love authenticity and the trust it builds. Third, this book made me realize that sales automation pushes salespeople to act like human doings while video empowers them to think, act, and sell like human beings. An eye-opening read!”
—Gerhard Gschwandtner, founder and CEO of Selling Power, Inc.
“When we need to turn leads into appointments, appointments into sales, or sales into referrals, we use personal videos. Nothing else gets a faster or better response. This book gives you the blueprint for adding videos to your business, the right way.”
—Chris Smith, cofounder of Curaytor and best-selling author of The Conversion Code
“Rehumanize Your Business is a smart and thorough guide to using personal videos to enrich your digital communication. It doesn't just tell you why, but how.”
—Professor Andrew Brodsky, PhD, McCombs School of Business at The University of Texas at
Austin
“Who knew video would be one of the most inspiring and innovative ways to build trust, rapport, and relationships? Throughout my career, nothing has been more important to my own success and the success of my peers and mentors than relationships, and when you can't be there in person, video on your webcam or smartphone establishes that much-needed personal touch. Ethan Beute and Steve Pacinelli capture this very well in Rehumanize Your Business. It's on my bookshelf and should also be on everyone's reading list.”
—Asher Mathew, vice president of Business Development for LeanData, Inc
“Ethan is one of the most genuine, thoughtful, and brilliant humans I've ever met. When I found out he was writing this book with his colleague Steve, I thought to myself: there's nobody better suited to talk about restoring humanity in business. Every interaction I've had with him, I've walked away feeling known, appreciated, and a whole lot smarter. It's rare to find someone so intelligent and strategic who also cares so deeply about fostering rich and meaningful relationships … but that's exactly what you get. I'm convinced that this book will not only make you more effective in business, but it will open your eyes to a more authentic approach to living life.”
—James Carbary, founder of Sweet Fish Media and cohost of The B2B Growth Podcast
rehumanize YOUR BUSINESS
ETHAN BEUTE + STEPHEN PACINELLI
Copyright © 2019 by John Wiley & Sons, Inc. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
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Library of Congress Cataloging-in-Publication Data:
Names: Beute, Ethan, 1973- author. | Pacinelli, Stephen, 1977- author.
Title: Rehumanize your business : how personal videos accelerate sales and improve customer experience / Ethan Beute, Stephen Pacinelli.
Description: Hoboken, New Jersey : John Wiley & Sons, Inc., [2019] | Includes index. |
Identifiers: LCCN 2018060340 (print) | LCCN 2019001723 (ebook) | ISBN 9781119576280 (ePub) | ISBN 9781119576273 (ePDF) | ISBN 9781119576266 (hardcover)
Subjects: LCSH: Internet marketing. | Internet videos. | Customer relations.
Classification: LCC HF5415.1265 (ebook) | LCC HF5415.1265 .B487 2019 (print) | DDC 658.8/72—dc23
LC record available at https://lccn.loc.gov/2018060340
Cover Design: Ava Gretzinger and Leah Von Fange
DEDICATION
To our families, to our team members, and to everyone who values relationships over transactions.
ACKNOWLEDGMENTS
One of the themes throughout this book is that our personal and professional successes result not just from our own efforts but through others' efforts, too. Our true wins come with, through, and for other people. We'd like to acknowledge Conor McCluskey, Darin Dawson, and the entire BombBomb team—every person in every seat in every department. This book would not be possible without you. We thank all of the personal video pioneers who allowed us to share their stories in this book and all of you whose stories we'll have to tell in blog posts, on webinars, and from stages. Thanks to every one of our customers and our critics; you inspire us to work harder and be better every day. And thanks to Richard Narramore at Wiley to whom the concept felt a little early but still had the vision to bring this to market.
FROM STEVE: Thank you, Gretchen. You made me the person I am today through the kindest heart I've ever known. Thank you, Grant and Owen, for showing me what it's like to overcome any obstacle. Sophia, thank you, for completing our little, big family and for bringing so much joy and laughter. Dad, Mom, Jennifer, Aimee, and the rest of my family and friends, thank you for providing all the love, warmth, and support a person could need. And finally, Ethan, you are a true role model in business and in life. I strive to be more like you. Thank you.
FROM ETHAN: Thank you, Megan and Owen, for your constant encouragement, patience, support, and inspiration through every endeavor. Thanks to Steve for adding so much value and fun to this project, my work, and my life. Thanks to Chris Smith, Thor Iverson, Dan Steinman, and Kurt Bartolich for sharing insights into your writing and publishing processes. Thanks to all the great teachers, leaders, and mentors who've broadened my perspective and provided challenge. Love to my mom, whom we lost this year, and to my family, who learned so much from her about relationships and connection.
ABOUT THE AUTHORS
ETHAN BEUTE
Ethan has collected and told personal video success stories in hundreds of blog posts, in dozens of webinars, podcasts, and stage presentations, and in countless conversations. He spent a dozen years leading marketing teams inside local television stations in Chicago, Grand Rapids, and Colorado Springs. His undergraduate and graduate degrees from the University of Michigan and UCCS in communication, psychology, and marketing were conferred with highest distinction. Ethan is Vice President of Marketing at BombBomb, and currently resides in Colorado Springs with his wife and son.
STEPHEN PACINELLI
Before becoming CMO at BombBomb, Steve was a customer and advocate of personal video for its benefits to his sales team. As a Sales Manager, Vice President of Events, and National Speaker for Realtor.com, Steve was a featured speaker who's delivered presentations to more than 1,000 audiences. A passionate storyteller by nature and the most extroverted introvert you'll ever meet, Steve resides in Downingtown, Pennsylvania, with his wife, twin boys, and daughter.
Introduction
Do you ever misread emails or text messages? Or have your emails or text messages ever been misunderstood?
Are you tired of cold calling and sending cold emails? Or of feeling like you're interrupting or bothering people?
Have you ever felt embarrassed by your spelling, grammar, or punctuation? Or has autocorrection ever caused you trouble?
Yes. Yep. Affirmative.
Would
you save time by doing more talking and less writing?
If you got face to face with more people, would you create and close more opportunities?
Yup. Absolutely.
And yet every day you continue to entrust some of your most important and therefore most valuable messages to faceless digital communication. The same black text on the same white screen that doesn't build trust, doesn't differentiate you, and doesn't communicate as well as if you just looked someone in the eye and said the exact same message.
The pendulum's swung too far away from the personal touch and human connection that drive your success and satisfaction. It's time to rehumanize your business. No matter the product, service, company, brand, or idea you represent, when people say “yes,” they're saying yes to you. To who you are. With the strategies and tactics you'll learn in this book, you can get to “yes” faster by being more personal and human.
What does it mean to rehumanize your business? It means being more, well, human. Restoring a face-to-face element that's gone missing. Being more intentional and personal in your approach. Building better business relationships. Recognizing that you're truly winning when you win with, through, and for other people. Treating people the way you prefer to be treated. “Targeting” and “hunting” less and connecting and serving more.
What's one of the best ways to do this? By adding personal videos to your emails, text messages, and social messaging. Not videos for marketing, but rather videos for relationships. Not videos that are scripted, produced, and edited, but rather videos that are conversational, authentic, and imperfect. Videos that save time, improve results, and increase satisfaction—your own and that of your customers, future customers, and everyone else with a stake in your success. This is your new and old way to sell and serve—using today's technology to make sales and service truly personal again.