Personal Message From David
Of the four recommendations shared after the Killer Video webinar, this piece of advice generates the most debate.
Your content should Sell or Tell; not Both!
This advice flies in the face of our historical experience whether that was blog posts, videos, webinars, or almost any content delivered to an audience. It represents a seismic shift in the marketing models used by us all!
Consider a training session just a decade ago……
The training has been presenting her material for 3.5 hours. As she finishes her final point (but before delivering her recap and opening the floor for Q&A), she begins #TheSell.
#TheSell was that period during the training or part of the webinar or ad box on the blog post where she offered “better” or “more advanced” material for a “special one-time price” if you were an “action-taker”.
So…….you just spent 3.5 hours listening “not-as-good” or “beginner” material and still need to listen for 30 minutes how you should buy other stuff and invest more time.
Most people in an audience rightly felt deceived by #TheSell. Content creators and presenters delivered it at the 80% completion of their material for the same reason that Pastors don’t pass collection plates after the services.
The audience would leave.
Why must you Tell or Sell in your content today? Because all your audience has to do to leave is turn off their phone or change the channel!
In today’s market, audiences won’t be trapped or manipulated into buying from you. Audiences are simply smarter and won’t put up with it. Not only that, but if you do it using these old techniques, they will neither Listen nor Buy from you!
Trying to Tell And Sell today is the quickest way to not only kill sales, but kill your audience as well.
Better Alternatives
Instead of trying to Tell and Sell, try one of these alternatives:
- Keep your informational and sales content separate. Few people are upset that you sell, but if your promise is informational, then deliver on it. If you deliver on that interaction, your audience is much more likely to be open to a sales interaction (and you have earned trust with them already).
- If your product is informational and segmented, you might give away and entire piece / unit (complete and unrestricted). Instead of a vague overview of the entire system, you are giving away a complete piece of it to the audience. After that, some in the audience would open to purchase other parts or the remainder of your package.
The landscape has changed. Our audience will no longer accept deceit or manipulation in our sales processes. If you are trying to Tell and Sell, you are simply not going to be effective in the long term.
……and this goes for every other producer of content on every other platform. The change has already happened.
Recap
This material is a piece within the Killer Video category produced by SirusDigital. The cornerstone piece of is a free webinar that you can view starting at this post ().
- How To Get Longer Views Of A YouTube Ad
- Quickest Tactic To Make Your Videos More Effective
- Supercharge Your YouTube Endcards
- Biggest Mistake Video Creators Make
