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

Nobody Buys Video

12 Aug 2026 · 1 min

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In this concise monologue, Eric Deeran challenges the common belief that video agencies sell video itself. He argues that clients are not interested in the medium but in the business results it can generate. Deeran outlines seven specific outcomes that clients truly want from a video/content agency: (1) booked sales calls each month, (2) lower client acquisition costs, (3) higher close rates from warmer leads, (4) organic direct messages generated by the content, (5) a self‑sustaining content engine, (6) niche brand recognition, and (7) reclaimed hours previously spent creating content. He warns agency owners that if they continue to market “video” rather than these outcomes, they are selling the wrong thing, miss higher‑priced opportunities, and fail to 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.