Stories sell YOU, not what you do

YOU are the most powerful marketing content available for your business.
 
When I meet business owners about video story marketing, I invariably hear a version of this: “I’m Dr. Bob, and I’m a chiropractor.” Well, that’s awesome if you’re the only chiropractor in town, but there are, literally, thousands of Dr. Bobs out there. What makes someone choose YOU over all your competitors? What makes customers come back as well as recommend you on social media?
 
You stand out from the crowd by telling stories about YOU and your expertise.
 
Sadly, a lot of business owners balk at this idea. They don’t want to “give away the farm” and dilute their intellectual property. Or they fear revealing their “secret sauce” to their competitors.
 
To that I say, “Have you met the Internet?” You can type virtually any question into Google and get all the information you want, instantly. Your potential customers aren’t after facts when they encounter your marketing, they’re desperate to learn about YOU and if they can trust you to solve their problem.
 
Here are some great examples of video marketing stories about personal expertise, not just facts about what they do.
 
1) In a world full of business coaches and web developers, Amber Ludwig-Vilhauer elevates her company far above her competition with her friendly, helpful video stories:

2) Personal finance software YNAB (You Need A Budget) created “Whiteboard Wednesday,” a series of incredibly simple, approachable stories about budgeting:

3) This video series I created for the National Fibromyalgia Association is about the founder’s personal struggles with the disorder and how others like her can learn to cope:

4) How many fitness coaches are out there? Scott Herman Fitness features — you guessed it, Scott Herman — as much as weight lifting tips:

Best-selling author and TED-talk speaker Sally Hogshead, in her book “How The World Sees YOU,” writes that people buy YOU, not what you do. Your video marketing should focus on you, not facts that can be found with a Google search.
 
Good video stories elevate you above your competition, remove price from the conversation, build trust, and best of all, and help your customers look forward to working with you.
 
For more about story-driven video marketing, please contact Kevin Campbell at 720-435-0893.