Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience

ISBN-13: 9781119576266 / Angielski / Twarda / 2019 / 224 str.

Beute, Ethan

Spis treści

Acknowledgments xiiiAbout the Authors xvIntroduction xviiPart 1 Why It's Time to Rehumanize Your BusinessChapter 1 The New Way to Communicate, Connect, and Convert 3A Simple Video Makes a Big Difference 6Video for Relationships, Not Just for Marketing 11It's Like We've Already Met 13Video Makes You More Familiar and Approachable 14The Numbers: Video Email versus Traditional Email 15The Stats, Claims, and Hype to Ignore 20The One Question to Ask Yourself 22Chapter 2 Email: The Indispensable, Broken Tool 23"You've Got Mail" 23Alternatives to Email 25The Indispensable Tool 27The Problem of (Over)crafting Your Emails 28So, Emojis? 30Repairing Email 31Chapter 3 Video: The Personal, Rehumanizing Tool 32Relationships Are the Whole Point 32Millennia of Human Brain Training 34Our Faces Speak the Same Language 36The Eyes Have It 38Talking with Your Hands 39The Warmth of Your Smile 41Outsmarting Our Mental Shortcuts 42Chapter 4 Six Signs This New Approach Is for You and Your Business 46Sign 1: You Teach, Train, Sell, or Serve 47Sign 2: You Drive Opportunities Toward Face-to-Face Meetings 48Sign 3: You Want to Improve Customer Experience 49Sign 4: You Risk Disintermediation by Web Apps, Tools, and Automations 51Sign 5: You Benefit from Word of Mouth 52Sign 6: You Win More Opportunities Face to Face 54Six Signs That You Need Personal Video 55Part 2 When to Rehumanize with VideoChapter 5 Nine Stories of Sales Acceleration and Better Customer Experience 59Author Dan Pink and Professor Dan Smith 61The Most Important Sound in Any Language 62Leadership, Video, and the Handwritten Note 65Appreciation You Can Feel 66More Sales Replies and Fewer Support Replies 68Even More Success in Customer Success 70The First Salesperson to Send 10,000 Videos 73A Sales Team That's Sent 10,000 Videos 74Personal Touch, Faster Conversion, and More Referrals 76It's Not About the Video 77Chapter 6 Ten Times to Use Video Instead of Plain, Typed-Out Text 78Top 10 Times Video Says It Better 78When Not to Send Video 95Part 3 How to Record and Send VideosChapter 7 Sending Video in Emails, Text Messages, and Social Messages 99Three Ways to Send Video in Email 99Screen Recording 107Sending Videos by Text Messages 108Sending Videos in Social Messages 110Delivery, Filters, and Firewalls 112The Video Viewing Experience 114Face to Face in Any Channel 115Chapter 8 Why You're Not Sending Video and How to Get Comfortable on Camera 116Why We Stop "Doing Video" Before We Even Start 117You Look (and Sound) Great 118You Know What to Say 121Your Process Results From Execution 126Seven Tips for Better Videos 128You're Not Alone 130Chapter 9 The Salesperson's Guide to Video Cameras 132Video Camera Tips 133Video Setup Tips 140The Right Tool for the Right Job 144Part 4 Improving Video ResultsChapter 10 How to Get More Opens, Plays, and Replies 147Top Reasons for Video Email Underperformance 147How to Get More Email Opens 150How to Get More Video Plays 153How to Keep People Engaged in Your Videos 154How to Increase Your Reply Rate 155Tips for Prospecting with Video 158Chapter 11 So, You Sent a Video . . . Now What? 163How Tracking Helps You Follow Up More Effectively 164What to Do If Your Video Email Didn't Get Opened 164What to Do If Your Video Didn't Get Played 166What to Do If You Didn't Get a Reply 169Multiple Views, Latent Demand, and Long-Term Follow-Up 171Now What? That's What! 174Chapter 12 Where Rehumanization Is Now and Where It's Headed 175More Effective and More Satisfying Work 176The Soft Edge 178The State of the Movement 179Measuring More Than Opens, Plays, and Replies 182Your Next Steps 183Rehumanize Your Communication and Your Business 185Notes 186Index 193

O autorze

ETHAN BEUTE is VP of Marketing at BombBomb. He's 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 led marketing inside local television stations in Chicago, Grand Rapids, and Colorado Springs.STEPHEN PACINELLI is the CMO at BombBomb. For nearly a decade, he's implemented personal video within multiple sales teams. Pacinelli was a National Sales Manager, Vice President of Events, and National Speaker for Realtor.com. He's delivered presentations to more than 1,000 audiences.