Video Marketing Expert Series with Ryan Garey
Video and Sales Psychology
Understanding the psychology behind a sales video can be the most vital part of any Video.
By first understanding how to communicate and connect with your clients, prospects, and partners can be the key ingredient to building the relationship that will turn those maybe’s into eager buyers. Now, this is something that most people don’t explain very well. It is a special talent that only the top Sales Ninjas really understand.
A close colleague of ours, Ryan Garey, the guru behind some of the best Sale Corporations and mastermind groups in the World presents some of his greatest secrets with the Expert Series.
A must watch for anyone interested in creating that Sales Video that REALLY converts.
Video Marketing Expert Series with Ryan Garey:
Cory: Hello and welcome! My name is Cory Michael Sanchez. Welcome to the next video series for the Video Domination Course produced by Mojo Video Marketing. And today we’re talking with Ryan Garey. And what’s going to be really exciting about this conversation is we’re going to talk about sales psychology and video marketing.
And so let me just give you a brief background on Ryan Garey before we start this off. Some things you should know is, he was involved at the University of Phoenix. He was the top producer, top 1% of income earners out of 13,000 people. So he did a kick-butt job over there. He was also a top sales man at Infusionsoft and really built out their external sales and consulting channels.
He’s also the president of mergefield.com, which is really involved in market research and development as far as sales psychology. Now you might be a — wondering what that is. Well, that’s really involved in the study of mind sciences and marketing. So really, how marketing affects your brain and how your brain, basically, absorbs the messages that you’re getting, and makes actions and creates emotions.
So, here we are today with Ryan Garey. How are you doing, Ryan?
Ryan: I’m doing great, man! How are you doing?
Cory: Yeah! Phenomenal, man! I’m excited to talk with you today because I know you are a brain ninja —
Ryan: [Laughs] Yeah.
Cory: — which essentially — I describe it as somebody who knows to get in somebody’s mind, figure out what they’re even thinking and before they even know that they’re thinking about that, and really get them to take action. Is that what we’re talking about here today?
Ryan: That’s exactly it; that — and understanding the relationship between you and the clients as well. And understanding how that impacts your calls to action and everything that happens in your relationship with them — of getting them to not only buy, but to keep coming back to you for repeat sales, more testimonials, more referrals, more action on your social media pages. So yeah, the entire spectrum, that’s what we’re talking about.
Cory: Perfect, perfect! I know we’re going to talk about video marketing — how that relates — because a lot of you are using video marketing these days. But a lot of times, what they’re lacking is that emotional connection, which, in order to make the sale, in order for them to take action — to do what you want them to do — you’ve got to have them emotional about whatever you’re — whatever it is you’re talking about.
And so today, we’re going to talk about some of the things that Ryan knows that works really effectively as far as getting in people’s brains using video marketing. And we talked about some other subjects such as NLP.
Today were talking about some more of these, some more along the lines of NLP, like, ‘how do you follow up’ mechanisms in video marketing and how to create that emotion.
So I think we’re going to talk a little bit about the background in this whole art, which is really just on the part – but basically we’re going through a new frontier as far as marketing, and using video, and NLP, and also some brain science. So why don’t you start the talk and give us a little background of the history of that?
Ryan: Yeah. Well, what’s interesting is that if you think about the psychology of the economy itself, the psychology of sales, and the fact that how — videos have been around for — since early 1900s. So movies really got their — they’re really big in the ‘20s and such — and so movies and videos have been around for quite some time. But when you really break it down, how long has video marketing really been around? How long has it been available as an option to a bedroom entrepreneur; to somebody who doesn’t have tremendous tactical skills; to somebody who doesn’t have hundreds of thousands of dollars to throw on a budget for an infomercial?
Ryan: So long how? It’s only really been about the past couple of years, the past few years. So when you think about the history of marketing, and how long it’s been around, it’s really only been the past few years that this has become a viable option. Which is why it’s great that companies like Mojo Video Marketing is kind of leading the frontier of helping people kind of adopt this as the — not as the — the “next big thing”. But it’s the big thing that’s always been around. People have always been able to communicate better visually.
Ryan: It’s just now, it’s just new — it seems new just because the technology is gone to the point where we can utilize it.
Ryan: Well, yeah. And I’ll tell you what’s cool is that — well video marketing has been around for quite a bit. But it’s now mainstream so that people like you and me can use it.
Ryan: That’s exactly it.
Cory: Before it was just available to big — to big movie studios that could do it or companies that could afford to do commercials and tapes.
Ryan: Yeah, they’re really expensive.
Cory: So they can do that. But now, it’s available to everybody just because of how wide-spread video is and how easy it is for people to go out there and make their own videos and market with it. And so – I remember back in the days, they have some studies about subliminal marketing at movie studios where sometimes they have some little images that would play during the movie —
Cory: — where it says, “Drink Coke.”
Cory: — or something like that; or, “Eat popcorn.” And you go – you flock to the stands to get it! It was just, like, subliminal! And some people got — they got in an uproar because they were using this brain [laughs] —
Cory: — this brainwashing techniques. So that was kind of the early forms of this. Now it’s evolved on a whole new level. And there’s some really cool tricks and tactics that people and companies have used before. But now, what’s really exciting is that people like you and I can actually start using some of these tactics for our own benefit.
Ryan: Yeah, we can! But it’s also kind of dangerous in a way —
Ryan: — if you think about it because you have the ability to communicate — you have the ability to communicate — so if you send the wrong message, it’s going to be more disengaging than it is going to be engaging.
Ryan: And so with this added ability comes the added responsibility of just kind of double checking and making sure that you have all your Ts crossed and you have all your Is dotted. You make sure that you really understand who you’re audience is before you really go out to try to create a video, to connect with them.
If you don’t have your audience in mind, then they’re not going to be flocking to you to find it. You’re going to have to go out and get this video in front of them. And if you don’t have them in mind when you’re creating it, and understanding how they’re going to react on, not just an emotional level, but on neurological level, in their brain – how are they going to react? When they see this video for the very first time, what is their response going to be? That is the underlying thing that predominates much of this. And that’s why it can be a very dangerous thing. If you get it wrong, it can really burn you.
Cory: Right, totally. Yeah. And so it’s important to know what’s your message is, first of all – so, who your audience is, what your message is going to be, and how you can get them to evoke that response?
For most people, it’s just, yeah, figuring out your target market. Are you going after business people? Are you going after internet marketers? Are you going after, I guess, the people on hold — the average consumers? So it really depends on who you’re going after because each one has a different sophistication level and also a different perception value. What’s their mindset?
And so after you’ve figured out your target market – who you’re going after — what’s the next step to kind of figure out your video message? So you can really kind of establish some cool ninja tactics.
Ryan: Yeah, well — and here’s one of them. One of the things that I found — it’s a very simple change in wording, but I’ve seen it have dramatic impacts on my clients. And seeing how they approach follow up with their prospect. How they approach follow up with their clients and with their entire audience, in general — and that’s simply understanding the difference between getting somebody to buy something versus getting them to buy into something.
Ryan: When you look at companies like Macintosh — like Apple, for example — people are bought in to the concept of what it is. People are bought into it. If you want somebody to buy your product, first, they have to buy in to even the concept of what it is. They have to buy into you as a provider for that product. And they have to buy in to just generally your message as a whole.
And so getting that buy in is really a much more specific, strategic step that you can take. Instead of trying to get them to buy right away, aim for the buy in. Get them to buy in to what it is that you’re saying. And when you focus on that message, what’s interesting is that sales and getting purchases ends up being just more of a natural result. Just seems like, “Well, why wouldn’t I buy?”
Ryan: It’s not a matter of trying to get them to buy. You don’t – and that point too, the beautiful thing is you don’t have to rely as much on promotions, or on gimmicks, or discounting. I mean, how many profit margins, how many companies have gone out of business because they had to discount themselves to death to the point where they ran out of business?
Ryan: So if you want to avoid falling into that trap of having to discount, create buy in. People are willing to shell out the money for where they find value. And value is determined by a lot. But how much buy in they have to what they going to be getting from you?
Cory: Yeah, so — and I completely agree. I think you hit the nail on the head in that you totally want to provide as much value to that person as possible in order to further them to take the next step mentally.
So what are the ways — just give us a couple of examples that using video marketing, you can just provide tons of value to somebody so they take the next step and actually have buy ins, whether if it’s emotionally, or actually, physically, and actually buy your product?
Ryan: Okay. It’s a really good question. One of the things that I did while I was at Infusionsoft, for example, and I was — we had 180 external consultants and sales reps, basically — there are more consultants than sales reps — and I had very limited staffing to help me with this. And so I just took it upon myself o try to automate and do as much as I can with my time.
And so one of the things that I did is I started using video replies. And I would keep, literally a big — if somebody would send me a question, I would video tape my response to them and not use their names. But I would just video tape the response. And then I kept that in a catalogue of standard responses that I could use because it was my face; because it was my verbiages, my voice. It was how I speak. And it came across in such that personal way. I mean, it was taken, literally, from a webcam, from webcam right off my computer right there in my office. So it’s very — just candid. It literally looked as though I was replying to them. And so whenever I would get that same question asked of me again, I would simply reply with that particular video link —
Ryan: — and say, “Hey, that’s a really good question. Check this out.” And now they got that connection. And their able to reply back based off that.
And I had people just absolutely clamoring, loving, how that connection with them — what’s interesting is I attribute that tactic alone to being a big part of me being able to literally double the revenue generated by that channel the very first month I took it over, and to be able to maintain that growth because I didn’t have to spend as much time responding to everybody.
Ryan: I think I wasn’t killing myself trying to do the same things over and over and over again. I systematized what I did. And I used the video to be able to convey the emotions that I would, normally in person, but simply did not have the ability to do.
Cory: Right. So it’s basically like cloning yourself, which I like.
So step number one is, definitely — it’s repeat exposure over and over and over again to that person. And one of the best ways to do that is, you always have questions. People will always have these pretty similar questions about your product, your services.
And I always recommend having an archive of questions that people ask with the answers because you’re going to get that question again. If somebody asks it, most likely somebody else is thinking about it.
Cory: A lot of times we throw those videos up for people to see. We have available for messaging out when people actually ask about them. But the thing is it’s doing two things. Number one, you’re providing a huge service by — huge customer service relations — by actually answering their questions, which is number one.
Cory: And number two, you’re actually — your face is in front of them and — some of the companies do this on this level right now where there’re actually taking the time to use videos to send out, send back answers. I mean, just like — take Google, for example. If I want an answer to a question, I could go on there. I can find any answer. But there’s no video there for me. It’s most of the time just — I can’t even a person on the line.
Cory: There’s no phone number for Google, right? And that’s what you — Google’s another beast entirely. But with your company, you kind of want touchy feel without having to spend a time on it.
So definitely, make sure you’ve archived those videos because just in doing that, you’re creating all kinds of emotional responses in that person because they’re asking for help. And you’re giving it to them. And they’re going to give you all kinds of credit just for getting in front of them and answering through video.
Ryan: Yeah. It’s a really good example, you brought up a Google, because — what’s interesting is when people expect that the larger the company – the larger the company, it changes the context for people. People don’t expect this personal response from the larger the company. So, in other words, somebody could call the White House, do they expect a personal response from the White House? Of course not! [Laughs]
Ryan: Do they expect a personal response from Google? Most likely, not.
Ryan: Do we get offended when we get marketing messages from large companies who we’ve already bought from? Not as much.
But when it comes to organizations that are, not necessarily smaller, but companies that are much more involved in their customers’ lifestyle, you having — you setting yourself apart by doing that, is going to be seen with much larger impact. It’s almost as though they’re expecting you, psychologically — they may not even be aware of it themselves — but deep down, they’re expecting you to provide a different level of service than the large companies are.
And as you’re growing larger, if you have these processes in place — and just like Cory said, if you can clone yourself, if you can do these things over and over again — it makes it scalable. So that way you can maintain those personal one-on-one relationships throughout time. And that’s actually one of the most important things that we can understand here — is when we look at the value of video marketing, the value of video follow up. It’s understanding that the evolution of us being able to communicate with each other really has changed dramatically over the past little while.
It used to be — before radio, before television, before these things, newspapers were the only vehicle to, basically, get a single message to a lot of people. Up until even newspapers came along, until printing presses came along — in the early mid-1800s really when they started catching some wind, think about that — up until then, there’s no such thing as really one-to-many communication, unless you publish a big book and you hand-transcribe that book over and over and over and over again. And so, really, most of business, most of transactions, most of it — our economy has always been founded on one-to-one communication.
Ryan: That’s me sitting down with you —
Ryan: — you coming to my store, it’s these things, right? Doctors used to do house calls. It’s all too — completely foreign concept today [laughs] but
Ryan: — used to be —
Ryan: — give you a house call. That was one-to-one. And so now as things evolved and not only did our population increased, but as technology increased, we also found new ways of being able to have communications that’s one-to-many.
Ryan: Through newspapers, then through radio, then through television. So television became one of the very — movies and television became one of the very first ways you could communicate visually. And this is very important because when you look at how many people out there are visual learners versus people who learn from listening versus people who learn from touching and experiencing with their hand — there’s visual, auditory, and kinesthetic learners — the vast majority of people, vast majority are visual learners.
And so the one-to-many communication has now — it’s gone to a point where you, again, as we started the call off, you as a small business owner, as an entrepreneur —
Cory: And even as a person. Person. I mean, you’re just like — when you get on Facebook —
Cory: You’re broadcasting the world. That’s one-to-many.
Cory: It’s essentially keeping up to date with people that you haven’t really talked to since high school, maybe, or even before that. And, the thing is, you know what they’re up to. You know exactly what they’re doing, right? And meanwhile, you haven’t talked to them in a while. So that’s kind of cool thing about today — is that everybody’s broadcasting. Everybody’s broadcasting. And if you’re on the net, you have a Facebook account or you’re linked in, you’re broadcasting your information out there. Especially as a company, you got to constantly be broadcasting.
And one of the things I know your company does merge deal [ph] is you’re always broadcasting marketing messages, sometimes in subtle ways, sometimes in not so subtle ways. And let’s just talk a little bit about that kind of information when it comes to video. You talk a lot about follow up sequences. I know you’re huge on that. It’s always about —
Cory: — multiple points of contacts, multiple touches. So, in essence, using video marketing, what do you think are some really important ways that people can use multiple touch points in order to communicate with people, build value, stay in touch with their prospects or their customers, and really get more deals done?
Ryan: Yeah, absolutely! It’s a really good question. And really, the honest truth is that no one has the answer to that question better than you do, the listener of this call. Why? Because it is your business. It is your prospects. It’s your people.
You have the ability to connect with and to touch the people that you are going to be getting these videos to, right? It doesn’t mean that — of course, that there are some strategies and some things that you can use along the way, but the point here is that you understanding your audience, you understanding who they are, really is paramount in you being able to create these follow up sequences. So that is part of it.
And the concept here is that people don’t have a lot of time. Getting somebody to sit down and watch an hour long video, or a two hour long video, it’s not going to happen. It’s just not going to happen, in most cases, unless you got a really good movie. And more and more people — actually a lot of studies are showing that more and more people are actually walking out of theaters. And more and more people are actually leaving movies early because they — our time has become so precious.
Ryan: Our time has become so precious that we don’t even care about watching the end of it. We pretty much already know how it’s going to end anyways. [Laughs]
Ryan: So we’re out of there. So think about that when you think of your prospects. Think about what is the legitimate attention span that they’re going to have. And they’re probably not going to have the attention span that you want them to, to be able to convey everything that they need to know; to see what makes you different; what is the value that you provide.
Cory talks a lot about, and does a tremendous job, of bringing value to the world of video marketing; just value to the world of marketing and business in itself. But how do you get that value there? And you have to take it in what I call a ‘delicious elephant style’. Heard all about it?
Cory: No, no.
Ryan: Have you heard [ph] of that ‘how to eat an elephant’?
Cory: Oh, yeah, yeah. [Laughs]
Cory: Totally! I agree with that.
Ryan: [Laughs] yeah! How do you know of it? Well, the old answer was one bite at a time.
Ryan: My question — when somebody told me that, my thought was, “Why would you eat an elephant?” [Laughs] why would you even do that?
Cory: I don’t know if it tastes like chicken. I mean, maybe —
Ryan: [Laughs] well, if it’s delicious, you’ll get people to eat it, right?
Ryan: Just like you and your business, you go this big elephant that you got to deliver; that you want to deliver to people.
Ryan: You got this tremendous value. You got all of these that you want to be able to give somebody. And it’s like that big elephant in the room.