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More About This Title Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience
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Accelerate sales and improve customer experience
Every day, most working professionals entrust their most important messages to a form of communication that doesn't build trust, provide differentiation, or communicate clearly enough. It's easy to point to the sheer volume of emails, text messages, voicemails, and even social messaging as the problem that reduces our reply rates and diminishes our effectiveness. But the faceless nature of that communication is also to blame.
Rehumanize Your Business explains how to dramatically improve relationships and results with your customers, prospects, employees, and recruits by adding personal videos to emails, text messages, and social messages. It explains the what, why, and how behind this new movement toward simple, authentic videos—and when to replace some of your plain, typed-out communication with webcam and smartphone recordings.
• Restore face-to-face communication for clarity and connection
• Add a personal, human touch to your emails and other messages
• Meet people who’ve sent thousands of videos
• Learn to implement your own video habit in an easy, time-saving way
• Boost your replies, appointments, conversion, referrals, and results dramatically
If you’re ready to influence, teach, sell, or serve in a more personal way, Rehumanize Your Business is your guide.
English
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.
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Introduction/Preface
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 vs Than Traditional Email
The Stats, Claims, and Hype to Ignore
The One Question to Ask Yourself
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
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
Chapter 4 Six Signs This New Approach Is for You and Your Business
1 You Teach, Train, Sell, or Serve
2 You Drive Opportunities Toward Face-To-Face Meetings
3 You Want to Improve Customer Experience
4 You Risk Disintermediation by Web Apps, Tools, and Automations
5 You Benefit from Word of Mouth
6 You Win More Opportunities Face to Face
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
Chapter 6 Ten Times to Send Video Instead of Plain, Typed-Out Text
1 Cold Prospecting, First Introduction
2 Nurturing Responsive and Unresponsive Leads
3 Great to Meet You
4 Project or Process Update
5 Holidays and Special Occasions
6 Bad News or Apology
7 Checking In
8 Internal Communication
9 Invitation
10 Thank You
When Not to Send Video
PART 3 HOW TO RECORD AND SEND VIDEOS
Chapter 7 Sending Video in Email, Text Messages, and Social Messages
3 Ways to Send Video in Email
- The Screenshot Method
- The Mobile Method
- The Pro Method
Video in Google Chrome, Gmail, and Outlook
Screen Recording Videos
Sending Video in Text Messages
Sending Video in Social Messages
Delivery, Filters, and Firewalls
The Video Viewing Experience
Face to Face in Any Channel
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 Don’t Like How You Look or Sound
- You Don’t Know What to Say
- You Don’t Have A System or Process
You Look (And Sound) Great
- People Already Know What You Look Like
- Vulnerability, Authenticity, and Connection
You Know What to Say
- Don’t Use A Script
- The Shiny/Authenticity Inversion
- Empathy, Value, Call to Action
Your System or Process Results from Execution
- One or Two Start Points
- Start, Then Iterate
Seven Tips for Better Videos
- Practice
- Set Your Camera at Or Above Eye Level
- Look into The Lens
- Talk to One Person
- Don’t Use a Script
- Know Where the Light Is
- Smile
Chapter 9 The Salesperson’s Guide to Video Cameras
Video Camera Tips
- Webcams
- Smartphones
- Other Cameras
- Camcorders
- DSLRs
- Mirrorless Cameras
- Microphones
Video Setup Tips
- The Office Setup
- The Mobile Setup
- The Pro Setup
The Right Tool for The Right Job
PART 4 IMPROVING VIDEO RESULTS
Chapter 10 How to Get More Opens, Plays, and Replies
Top Reasons for Video Email Underperformance
- It’s Not Sincere
- It’s Not Clear
- It’s Not Targeted
- It’s Not Tracked
- It’s Not Differentiated
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
Cold Prospecting: How to Get More Opens, Plays, and Replies
- The End of Cold Calls
- A Personal Video to Every Prospect!?
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
- To One Person
- To A List of People
What to Do If Your Video Didn’t Get Played
- To One Person
- To A List of People
What to Do If You Didn’t Get A Reply
- To One Person
- To A List of People
Multiple Views, Latent Demand, And Long-Term Follow Up
Chapter 12 Where Rehumanization Is Now and Where It’s Headed
A More Effective and More Satisfying Way to Work
The Soft Edge
The State of The Movement
Measuring More Than Opens, Plays, and Replies
Your Next Steps
- As an Individual Practitioner
- As a Team, Department, or Company
Index
