Eric DeeranOne mission — help agency owners build businesses they actually love running.

Nobody Buys Video

12 Jul 2026 · 1 min

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In this solo presentation, Eric Deeran argues that video agency owners mistakenly sell video itself, while clients are actually purchasing specific business outcomes. He enumerates seven outcomes that clients seek: booked sales calls each month, lower acquisition costs, higher close rates from warmer leads, organic direct messages generated by content, a self‑running content engine, niche brand recognition, and reclaimed time from content creation. Deeran asserts that agencies should reframe their offerings around these outcomes, positioning them as solutions rather than products. By selling these results, agencies can command higher prices and better meet client expectations.

Chapters

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.