Eric Deeran argues video agencies sell the wrong thing. Clients don't buy videos; they buy outcomes like booked sales calls, lower customer acquisition costs, warmer leads, and reclaimed time. Agencies that pitch results instead of products close more deals and charge higher prices.
Nobody buys video. Here's what they actually buy. They buy booked sales calls every single month. They want your content to book sales calls for them. They buy lower acquisition costs, meaning that they want your content to lower the cost it takes them to acquire a client, to get more clients for their business. Number 3, they want higher close rates from warmer leads because when leads go through content, it nurtures them and they want to get people who show up to their sales calls warmer because of the content that you create for them. Number 4, they want people to DM them because their content is so good organically that generates interest from those pieces of content. Number 5, they want a content engine that runs without them. Number 6, they want brand recognition in their niche. And number 7, they want hours back from doing content themselves. If you are not selling these things as an agency owner, you're selling the wrong thing. I see so many video agency owners sell the video when these 7 things are what clients actually want. And when you can actually sell them this, they buy and they buy at higher prices.
