Sales Video Mastery with Tyler Lessard

Every company has breakdowns in their revenue process. Sure thing. Deals slip into next quarter, competitors creep in and swipe deals away at the last minute, and deals getting single threaded that don't get to power. These are just a few examples of revenue leak, but there are a ton more and they're preventing your team from reaching their sales targets. That's why I'm such a big fan of Clary's Revenue platform is the only tool that actually helps leaders take control of their revenue and thrive through any market conditions, especially when things get tough. You can't afford to miss a single detail, but you also can't be leading by gut. Clary combines the science and the art of sales and sales leadership. So go to clary.com if you want to answer the most important question in your business. Are you going to meet, beat or Miss on revenue? Welcome to the live Better Sell Better podcast with your host Kevin Dorsey of Inside Sales Excellence, the number one Patreon group and YouTube channel for tech sellers and tech sales leaders where we dive in deep for tactical advice on how to book more meetings and close more deals faster and lead sales teams to success. But we don't stop there. We also focus on the person in salesperson. We talk about mindset goals, time management and so much more. So thank you for listening and if you're interested, head on over to patreon.com InsideSalesExcellence now with that, grab a notepad, get ready and let's dive into the good stuff. But first, a quick shout out to today today's sponsor, Vidyard. If you aren't using video in your sales process, I promise you you are leaving money on the table. I personally have been using Vidyard with my teams for years now and we use it everywhere. Top of funnel to book more meetings via email and LinkedIn, middle of funnel to improve show rates, to demos, host demos to do proposals and follow up and close deals faster. Using video allows you to connect better with your prospects, bring your personality, energy and enthusiasm across every single time and they have a much more impactful and memorable experience for your buyer. So again, if you're not using video, you need to be. And if you are using video, you should be using Vidyard. Check out vidyard@vidyard.com and with that, let's get back to the show. What up everybody? Welcome to another episode of Live Better Sell Better Podcast. This is your host Kevin Dorsey, AKA kd and today we are talking about getting visual in the sales process. We're talking about video in the Sales process, because any of you that have been following me or have spoken to me know how big of a believer I am of video in sales. I think it has an impact that is much bigger than an email, much better than a cold call. And that's why I'm so excited to have Tyler Lessard with me today, because he is the VP of marketing at Vidyard. But beyond that, he's also the host of Creative Connections, a show on video, the author of the Visual Sale, and also an amateur video creator of his own. Right, which means this man gets video. And so we are going to dive in on why. To use it, how to use it, when to use it, and how to do it the right way to increase your pipeline, to increase your sales, and probably even increase your quality of life. Who knows? So welcome to the show, Tyler.

Oh, thanks, Katie. I am so excited to be here. Talk about this topic near and dear to my heart. Very timely with what's going on out there in the world today. So pleasure to be here.

Oh, man, I'm pumped because, like I said right before we started, I feel like I'm gonna learn a few things today too, because video is something I'm a huge believer in, but it's evolving. It's adapting. There's things to do it, to do it the right way. And so we're gonna dive right into it. It's why people enjoy this show. We don't do the fluff. We don't do the backstories of like, hey, how'd you get into marketing? We're gonna get right into the juicy stuff here. So the title of your book is the Visual Sale. I love that term. Right. So, like, walk us through. What is visual selling? Like, what does that mean?

Well, it's interesting because the big challenge that's happened over the last decade has been this increasingly virtualization of the business world in general. There's all these benefits that come from going digital. First, from our ability to scale, to be more efficient, to reach people all around the world with a single click. But on the flip side, it's also presented this real risk and challenge to businesses, whether you're marketing or sales, of making it feel impersonal, making business feel a lot colder, making it a lot harder for us to actually visually and personally engage with people through these digital channels. And so over the last year, we obviously saw that accelerate even faster due to the pandemic when we were all forced into not only a remote selling world, but also our buyers are in a remote buying world. And so there seems to be this greater urgency today, now than ever to think about how we visually connect with people, how we deliver our messages in ways that retain that personality, that showcase our passion, that retain that humanity. And we can't just always be relying on zoom calls as a way to do so. Really excited about this evolution of how we can be more visual and how we communicate our messages, how we reach out to people and how we explain the most important ideas to our customers in a digital first world.

And I love that. There's two words you used in there that I think I really want people to grab first is retention, right? So, like, video is more memorable. I think 30 some percent of our brain is actually dedicated to vision. And I think people forget that in sales, right? Where like, no one remembers the cold email, no one remembers the voicemail you left. Even if it was a bad video, though I might remember it, right? It was like, because it was that visual. Now, you also talked about the buyer changing a little bit. So I'm actually going to ask you a question as a buyer. You are the VP of marketing at Vidyard. How many video messages do you actually get when reps are coming after you to sell? Right. You are the VP at a video company. How many videos do you get in the prospecting process actually sent to you?

It's a great question because most people expect that I. My inbox is just filled with videos and it's not. It is not at all. Even myself, they are. Most days I don't get one. Most weeks I might not even get one. I can. You know, it's probably been no more than a couple of dozen that I've received as somebody who is just a part of this community. And so it certainly does speak to the fact that this idea of sending somebody a video to their inbox to watch is still very new. It's still in some ways novel for people, but boy, does it stand out from everything else out there. Not only because it's different, but because it's visual and it's an unexpected. And frankly, I think it's unexpected in a positive, fresh way because we actually get to see that person and go, oh, wow, they're actually a real person. And when you click that play button, if they have the confidence to deliver their message on camera and they put that effort in to make that video, it makes all the difference in the world. It shows that that person is actually invested in building a relationship. And so I know personally, I'm way more inclined to click that play button because it just by definition has already raised the bar of expected value. I'm going to get out of the message.

I hope people caught that y' all maybe one to two a month video sent. I get maybe, I don't even know truthfully if it's two a month. Like you talk about trying to stand out, that we're already telling you of the hundreds of messages I get maybe one that you have video, you're already stepping forward. And so you know, we talk about the benefits of video, right? I do think, you know, standing out is one. Let's talk to like the other benefits of like why video? Why you believe video has a bigger impact on the sales process.

So I'll, I'll actually go back to what I talk about in my book, the Visual Sale, where I talk about what I think of as the four E's of video. And these are what I think are the kind of unique superpowers that video has over static content, text based messaging and even voice and others. So the first E is that it's more educational and that comes back to how our brains process visual information, how we retain it in long term memory. Because of again millions of years of evolution we have seen our brains have evolved to look to the human face for trust and to process visuals. The stats say we process visuals 60,000 times faster than text. Whether that's the exact number or not doesn't matter. We know when we see a picture of something, we glean so much information from it. But to your point earlier, we remember it a lot longer and we remember it in different ways because of the visual nature of it. So the first is that it's more educational. It gives us the opportunity to explain ideas in ways that just can't be done with text and static content. The second is that it's more engaging and we have the opportunity to tell better stories through a visual medium like video, to use our voice, to use intonation, to keep people, to draw them back into our messaging. Right. Something that's very different from just reading a text based email is there's all these ways and nuances we can use our body language. Right. Again you can lots of reports out there about how important body language is to, you know, creating trust and authenticity in terms of your messaging so we can make more engaging content with the video. The third is that it is more empathetic. And what I mean by that is it gives us the opportunity to actually connect as real people and to not just say, but to show how it is that we want to help Them that we get them, that we understand their pains, and that we can relate to them as real people. And again, I think there's so much lost in written messages where saying it in a video with, again, that intonation of body language allows us to establish that empathy in different ways. So we've got educational, engaging, more empathetic, and finally, it's more emotional. Right. It just. It gives us the opportunity to infuse emotion, whether that be passion, whether it be trying to inspire or making somebody laugh. Right. All these things that we can infuse into it. So those are what I think about as kind of these superpowers. And you. You pull on different E's depending on what your goal is in using video through the sales process, whether it's prospecting or through the different parts of the sales cycle, there's usually two or three of those ease that become the real superpower at any given moment.

I love that the four E's, because it's so hard. We could flip it and go, how do you do this with a cold email without. How do you do this in a voice? But you can't do a lot of these things, but in video you can. And it's just such.

I just.

It's underutilized. It's so underutilized, I think, across the entire sales industry. But I'm gonna. I'm gonna flip it to the other side of, like, why people don't. Right? So we talk about the benefits there, and, like, people are gonna hear this and they're like, yeah, that makes sense. They're gonna wake up tomorrow and still not do it. I think the most common reasons, I.

Hear, even with my own teams, right.

Like, we leverage video heavily, but it is not like this. Sunshine and rainbow skip through the daisies. Everyone just goes and does it on time. Right. I think the two most common things I hear for pushback are time or like, oh, like, these take longer to do. And then confidence. I don't feel good on video or I don't like how I sound or how I look. So let's break those down a little bit of, like, either one, the timeline, either how to do them faster or why it's worth the time. And then any tips you have on how to just feel better on video.

Yeah, yeah, no, those are very common that I hear with reps as well. And in terms of efficiency, like anything in sales, the first time. The first 50 times you do it, it's going to feel awkward, it's going to feel difficult, and therefore it is going to be less efficient and you're going to have to practice it more and repeat it. And so in many ways you'll hear people say this all the time, practice, practice, practice. The more videos that you make, the more efficient you become. And those first few videos, you rerecord them 10 times to get it just right, but once you've done it 50 to 100 times, it just starts to become second nature. And I think people really start to hit this sort of efficiency curve once they have enough practice and it becomes a little bit of muscle memory. On that note is what you'll find, hopefully, is that you'll land on a few go to kind of templates or messaging structures that you'll use for these videos. And it doesn't always come right away, right? You'll fumble a little bit at first and you'll be figuring out, oh, like what should I say here? Or how might a video sound here? But at some point within those first hundred videos, you're going to start to gravitate towards two, three or four main video scripts that you're going to end up leaning on. And what I find the best sellers doing is they just, they master those videos and they go, here's my one, go to video for reaching out to a cold prospect at this stage, right? This is my message and I can do it over and over again. I can just nail it. Or here's one where I'm going to record a video and do a screen share and I'm going to bring up their LinkedIn profile on my screen and I know my narrative is, hey, it's Tyler from Vidyard here. I was on your LinkedIn profile and I noticed your role is X and I've helped people just like you and so it becomes habitual once you get good at it. So I think for a lot of people that also, yeah, just comes back to that. Practice having something that's repeatable and the comfort level will absolutely come, but it's not going to be there right away. So I think a lot of people give up too early. It's like cold calling. When you started cold calling, it sucked and it felt super inefficient and your hit rate was very low. But as you got better at it, right, practice and figuring out what worked for you, then it starts to become a really efficient way to do things. So I think that's the first part and most important thing from an efficiency standpoint. I think in terms of confidence, obviously a lot of that is going to come from the same Thing of practice. One of the things that I see a lot of people doing there is using video internally as well. Using it for other parts of how they communicate, not just external customer communication. It's a great thing to do for both of those challenges. Internal update to a teammate. Record and send a quick video. Somebody asks you a question internally, send back a short video to answer it. Because every time you hit that record button, you get a little bit better each time. The one other thing I'll suggest, Katie, is that a lot can be said about having an environment where you feel good about making a video. I know personally I found this. You said, I'm an amateur video creator now. And that didn't happen overnight. But as I started to get more comfortable with the tools. But I also created an environment where I feel great about making a video. It's like making an environment where you feel good about doing cold calls, having a space where you feel good about your lighting, where you've got a camera at eye level, where you know, you can just hit the record button and go. It ends up making a big difference. And I think the hidden benefit of a lot of us working remote now is that we, we're often working in a space where we can now be as loud as we want. We're not sitting beside people in the bullpen, and we can make cold calls. We can record videos. We can re record that video 10 times and not feel awkward because our coworker's staring at us and saying, hey, shut the hell up. I'm trying to do my job here. Right. So I think as we're, you know, there's a great opportunity when you are at home to be able to practice these things and get good at them. And I think that's the biggest thing right now.

And I love that we actually brought Nick Capozzi. I don't know if you guys have had a chance to connect yet, but we brought Nick in to do a session for our team on video and he walked through lighting and cameras and he's like, yo, for basically like 70 bucks total, you can transform, like your environment, really look good and engaging and just very simple tips and tricks to do so. And one thing as well, and I'll just ask the question and then we can tie it back to time. I think people also make Vidyards that are too long. So if you're rerecording seven minute Vidyards, like, yes, that's way too long. Like, what's the sweet spot for length, really, for a good video?

Yeah, you're spot on. So if you're using video as part of outbound prospecting. So if you're sending a video to somebody who has not yet engaged, you have a relationship with yet, then you want to shoot for 45 to 60 seconds. Tends to be the sweet spot for the videos. You can go a little bit shorter, it can be a quick 30 second. Just hey, wanted to connect, introduce myself a little bit more, you know, hopefully when you have a chance to chat more, you know, or you can get a little bit more into, you know, talking about a potential challenge they may have in delivering a bigger message as you go longer than a minute, um, it's going to be tough with any cool prospect. They're not going to give you that amount of time. But as you start to move through the sales process, of course now you're building that relationship and it can absolutely start to warrant, you know, more content. But it also becomes less pressure to make that content really, really perfect.

Right.

When you're prospecting, you're trying to make that first impression. But we actually see a tremendous amount of use of video throughout the rest of the sales process where you're now trying to just continue to build your rapport to stay memorable to those prospects, to explain different ideas or show them and walk them through things. In those cases you've got a little bit more liberty because again, they're looking for value, you know, they want you to deliver the information you need to. And so that, that can be a part of it as well.

And I think it's a perfect segue where I wanted to go next, which is all the different places you can use video. I think, you know, funny enough, right, we already talked about it. Most people still aren't using it for prospecting, which is just ridiculous. Which means even fewer people are using it for mid bottom and post sale activities. I truthfully, I think that's actually where we've seen the biggest impact is that middle to bottom of funnel. So let's talk about. So we use prospecting. You're getting attention. 45, 60 seconds. How can clients closers be using video as well kind of through the sales process, right, to either speed up deals, increase close rates, get more people on. Like how can they be using it kind of in the process?

Yeah, well, let me, let me count the ways, kd. How many times.

There's so many. This, we can go all day, we can go all day on this because it is like it's so underutilized.

Well, let me give you a few examples and A lot of this just comes from you almost ask the question when you're communicating with a prospect or a customer. If it were just as easy to record and send them a quick video as it was to type out an email to them, whatever you were going to send or take screenshots or whatever, would you, do you think it would be more beneficial for you to send a video? And do you think it'd be more beneficial for them to actually receive and engage with the video? And nine times out of 10 people are going to say, well yeah, like of course, if I could just as easily do a video as an email, I probably would because it not only gets the same message across, but it puts my face in front of them and it sort of increases my face time with them. It, it, you know, it allows me to build that rapport through just, you know, putting my personality out there. And on the other side it can, it can allow those folks to consume more information and you know, be educated if I'm sharing things on my screen or whatnot in richer ways than otherwise. And so a lot of it comes down to those moments where you're already likely doing some form of communication with your customer and there's an opportunity to do it through video. So I see a lot of people, for example, really simple thing, right? A lot of us before, before a meeting that's coming up, we'll send the pre meeting email over and say, hey, can't wait for the meeting tomorrow. Super excited about this. Come prepared with this. Here's our takeaways are going to be record a quick video and send it over summarizing those points, right? It could just be you on your webcam or you can have a slide up behind you with those bullet points and just talk through it very quickly, right? Again, that's probably no more than one minute. But the benefit there is every second that they're seeing you, they're hearing you, you're increasing that rapport with them, you're that real person, you're creating that bind. And I hear time and time again that their show rates to those meetings go up when they start sending videos the day before because you're humanizing it. And then on the flip side of that meeting, you're probably following up with a recap, right? Another great opportunity to record and send a short video. And some people will say, well again, from an efficiency standpoint, it's quicker for me to type out some bullets, send it over, move on to my next prospect. But I'm telling you that once you get good at it. It's just as fast, if not faster. You don't have to worry about grammar, you don't have to worry about punctuation. Hit the record button, deliver your message. But the other hidden benefit of these kinds of videos is that if that person forwards it around to other people who maybe weren't able to make the meeting.

Yeah.

All of a sudden now you're getting your face, your personality in front of those other people. And you know what I call that, Kevin? I call that walking the digital halls. Because we all try to walk the halls at our accounts. In the old world, we'd say, hey, we gotta show up, we gotta put our face out there, people gotta see us, we gotta go grab some coffees, we can't do that anymore. But we can walk the digital halls. We can send these short videos that actually navigate their way around people's inboxes. And all of a sudden five or ten people at that account, they suddenly know you. They've seen you in a video, they've heard you deliver your message. You've never met them, but they've met you. And you're all of a sudden like walking the digital halls. Which I think is a really powerful idea. And that carries through to these other use cases like recording a short demo, right? If you're a software company and you want to talk about a feature, you don't always have to wait for that hour long meeting that seems to keep getting postponed, right? Take it upon yourself, record a short walkthrough and go, hey, you know what, we're going to talk about a lot of things, but I just wanted to show you this one really important feature that I know you're really excited about. Let me show you how it'll work for you. Here it is. Da da da da. Walk through it. Maybe that's three to five minutes, but they can watch that on their own time, share it around with others, and maybe that next meeting, instead of being a demo, actually becomes a pricing conversation. Right? So using them throughout the process to educate the customer, share ideas, maybe even proactively address potential objections or competitor things. But doing it through a video, there's all these hidden benefits to it that can speed up the cycle and help build that rapport.

I'm so glad you called out for who you didn't meet with. This is something I remind my reps of all the time, is that follow up email, that proposal. Email is not for who you did demo, it's who you demonstrate. And so then back to asking the right Questions. If someone you've never met with, you're trying to convince them to help move something forward, which is most likely to help them do it? A static cold email with four to five bullet points or a video where you can educate, engage, empathize, bring in emotion. Walking it through that they can watch right? So that that post is like all right, the DM behind the DM can watch that and feel that and go through it. So no, I love that. And because we do, we do prepare. We actually have a close loss campaign and a no show campaign happening today and Monday. And the first step video, every single one of them is getting a video of like hey, this is what we talked about and nothing's changed. Like can we reengage? Can we go through it again? And even also too a little thing post deal. This is something I think a lot of sellers don't think about is buying generally is a good feeling. Buy something you feel good. But in the software space oftentimes we buy but we don't get anything right away. We just, we signed the contract and now we're waiting two weeks for our onboarding call and then another three weeks for the implementation. A very quick post deal. Thank you video. Yeah, we saw an increase in implementation calls show up.

Right.

And a decrease in some of the pre launch churn because there was a hey, thank you, we appreciate you. You made the right choice. Here's why in that reinforcement video is everything and like it's just, it's so important.

And so let me tell you the I was just going to say that the best video that I've ever received from a vendor was, was one of those videos that you call down. So I, it was a company that I was looking at for, for our podcast actually ironically thinking about, you know, service company who can help us with our podcasts and you know, we had moved through the process and they were a great experience for a lot of reasons. But then it was actually just before we were going to sign the contract. So they had sent over the proposal but along with that they sent over a video and the video wasn't actually walking through the proposal. The video was introducing us to all of the amazing people at their company we were going to be working with after we signed that contract. And so I click play on this video and it's the rep I had been working with first and he's like, hey, it's Logan here, super excited to be working with you guys. Can't wait to kick this thing off. I want to introduce you to the other people that you're going to be working with that are going to give you the best possible experience, and then it cuts to the next person and it's, hey, I'm going to be your customer success manager. You know, I love long walks on beaches and, you know, whatever it is. And I can't wait. I'm super passionate about what I do. And then their COO is the next one and their COO says, you know, I'm going to help make sure that all of these things come to life, that you're supported the way you need. And there was about four or five people, and the effort for them to make that video was actually very low.

Right.

A lot of people think it was magic. You know, I know I'm like, I could have done that in 10 minutes. But it was this great experience. And you know what I did? I forwarded that around to our team and I said, hey, check this out, everybody. And they're all like, I can't wait to work with this company. And I'm like, okay, deal, signed. And now let's get going. And like, all of a sudden, our team is excited about the onboarding and they've already met all these people and it was just, again, it was just a creative thinking of, like, how could we make a video to make this experience so much better, so much more memorable, so much more human. And it was even better than an in person experience because all of a sudden we met all these people at once and really had to travel.

That's gold, man. I hope people wrote that one down because that's something. Now I'm feeling like, how can I implement something like that into my process as well? Because that does. It makes a huge, huge difference. So now you'll notice a little pattern here. We talk benefits and then I talk challenges. Talk benefits become challenges. So I'm gonna bring it back to a challenge. Yeah, all this is great, Tyler. I'm doing it. No one's watching my videos. Like, I did it. I put on the camera, I did the thing. I was educational, engaging, empathetic, emotional. I recorded it and no one's watching. How do you actually get people to watch the videos?

I would just give up on video and try something else. No, I do.

Especially if you're in my space, give up. I'll be the only one doing it.

It's fine. So there's a few things to be mindful of to ultimately, I'd say maximize your opportunity to drive that engagement in the video content. And a lot of these Are more particular to prospecting, where you're trying to break through that noise. But they play through into these other use cases as so if you are sending these videos via email, which is the most common that we see today, and Vidyard is a great tool to do that and there are others. But you have three things at your disposal, three variables that you have control over that are going to increase or decrease the chance they're going to click play. First is the actual email subject line itself. Because a lot of times it's like, well, they're not even opening the emails in the first place. Goes back to efficiency. I spent three minutes making that video. They didn't even open the email. What a waste of time. So the email subject line and the best practice there, we've heard from lots of different people that things like putting the subject line video for you or made you this video, there's something like that that it not only stands out from all those other subject lines they're seeing, but it creates this greater kind of. Creates a sense of curiosity, right? This curiosity gap gets formed where it's like, wait a minute, this person made me a video. What's it about? Did they really make it for me? Right? Like all those things because we're not getting these today. So that subject line, be smart and creative about how you take advantage of the fact that there's a video waiting for them, right? In your subject line number two is then the email copy to introduce your video. And of course, it shouldn't just be the video. You should have something introducing it. It should be short, but it should be designed 100% to get them to click the play button. I find sometimes people are like, they write their same regular email and there's eight bullet points and then there's this video afterwards. And I'm like, well, I already know. I don't want to talk to you. No, thanks. Right, but the idea here is you just want to get them to click play because once they do, you got them, right? Like if you put yourself into your video, just get them to click the play button and you've got them. So keep your intro short, but make it again, create that curiosity gap. Sort of intrigue them in terms of like, well, I made you this video. It's a little bit different from what you usually see, but it's because I wanted to introduce myself a bit more personally and show you something really interesting. Right. Do you have 45 seconds? Would love your feedback.

Right?

And also reinforcing. It's a short video. Actually saying, I made you this 45 second video or something like that. So there's little things you can do there to get creative in the copy. And then last and perhaps even most important is the thumbnail image for the video. Now, again, with tools like Vidyard, it'll actually drop the thumbnail image in. And so they're going to see that. And that picture is worth a thousand words. Like that old adage is 100% true. And so when they see that thumbnail image, there's things that you can do to make sure that they really want to click that play button. One is you can make sure that while your face is there somewhere and you're smiling, you look very approachable and energized. But secondly, if there's anything you can do visually to make it a cue to them that you really did make this video just for them, that will always increase your play rates. And that's why we see people doing things like they've got a whiteboard or a piece of paper, they write your name on it or a short message and hold it up to the camera before they hit record. Because when somebody sees that in the thumbnail, instinctually know you made this just for them. Or they record a video with their prospect's website up in the background or their LinkedIn profile in the background, there are things that that person will immediately, like we're talking microseconds, will visually see and go, oh, wow, they did make this just for me. So if you nail those three things, the subject line, the intro copy, and in that thumbnail image, those are going to maximize chances. Very last thing, Katie, is if you put the time into it, don't let it be a one and done. Your next email to them should be the thoughts or bump on the previous video. Your next voicemail should say, hey, I made you a video and I sent it to your inbox. I would love your feedback, right? And be like, well, wait a minute, you made me a video. That's pretty darn cool. I should go check that out. And your LinkedIn connection or your LinkedIn message should reference the video you made them. So reinforce it and use it as a hero part of your sequence and you're going to maximize the value from it.

I'm so glad you brought that last one because we talk about it internally. A lot of reuse, they didn't watch it. So send it again. You don't need to make a new one. Send it again. Right? Like, if a good open rate on an email is 30 to 40%. If we're talking prospecting, then you should expect to have to send it three to four times to get the highest view rate you possibly can because they didn't even open the first one. And so we joked about it, right? One of the things we talk about intern, like yard so hard, right? We've been talking about yard so hard for a couple years now. But the other one that you kind of mentioned too, we say sell the click. Sell the click. That's the whole goal of the email. Sell the click. Curiosity, benefit, personalization. Why should they click that video? Because when video first, first came out, God, like in the prospecting world, was.

It maybe four or five years ago.

Is when it first started to come around like, ish. Just the fact there was a video was unique enough, right? It's like, wait, there's a video in here. And like the click through rates were ridiculous. Like 60, 70% click through rates. Right now it's closer to like that 30% range. But then again, like, you have to send it multiple times. We got to sell them on why they should do it, right. Which I think is a really, really core call out there. And so, you know, we've talked about now prospecting, we've talked about middle and bottom of funnel and post. We've talked tips and tricks, we've talked about how to get like better views, things of that nature. We've talked a length of time. Like, what haven't we talked about yet that would improve people's video usage? Because at this point, if they don't believe one that they should, they haven't been listening to, if they're not willing to, you're going to get beat by someone who is. Like, it is like, I'm that blunt with my own team. Like, if you're not willing to do video, someone else is. And eventually you're going to meet that person, that person is going to win. Like, what would be kind of the parting advice here of like, how to use video better throughout the sales process?

Well, I think the last thing, which in many cases ends up being the most important is the mindset behind this. All right? And it's something that's, it's no different from how you sell in general. And you need to have the right fundamental mindset in terms of why it is that you're reaching out to these customers, how it is you're bringing that story to life in video and the investment you're making personally to delivering this kind of experience now. Because the good thing and the bad thing about Video is that it will amplify you, right? In many ways it'll amplify the good and it will amplify the bad. And if you're not in it to win it, if you hit that record button and you're just going through the motions and you're like, all right, it's nine o'. Clock, I'm punching in. Got to send ten videos today. Record. Hey, Katie, I sure hope you're having a great day. I'd really love to sell you something, right? It's going to come through in your tone, in your body language. But if you're getting there at 8am and going, I can't wait to help Katie today. All right, here we go. Let's do this. Hit the record button, Katie. I mean, I just can't wait to connect with you because I know that I can help you with something and I want to show you something to prove it to you and I want to earn the right to a conversation because I just absolutely believe that there's a way that I can help you, right? And so from a mindset perspective, just going into that with that passion, with that kind of servant mindset of I'm here to help with true curiosity, right? Which I think again is something that's fundamental to sales these days is you need to be curious and ask those questions, ask for feedback on these. So I think just a lot goes into that of if you treat video like a metric of I need to make five videos today to hit my number, don't even start, don't even start with video. Forget about it, right? But if you're willing to go into it and say, this is my opportunity to amplify the message I can bring, to amplify my personality and to genuinely connect with people and help them, then you're going to win with it. You're going to win with it. And as an extension to that, I'll end with my final tweetable quote is that it's about connection, not perfection. It's about connection, not perfection. You don't need to be perfect in these videos. And that's part of the mindset, right? It's about connection, it's about authenticity, it's about helpfulness and amplifying your passion to work with them, then you'll win.

I love that man. You mentioned another word that I was hoping was going to be one of your E's. So you might have to write a follow up book with a fifth E, which is enthusiasm. Let that come across in these videos, right? Because People will gladly deal with someone who is imperfectly enthusiastic than someone who is perfectly bland, right? Like what we talk about internally a lot. It is. It's like imperfection. Imperfect completion. Yeah, finish it, right?

Just finish it.

Don't overthink it. Don't like imperfect. But people resonate with imperfection. What makes us human, right? We know this, too. When you meet someone who's perfect, how do you actually feel?

Very suspicious, right?

Like, it's uncomfortable almost.

You're like, who is this, like, perfect.

Person versus the flaws, the stutters, the ums. But you can go through that with enthusiasm. And I, you know, got to add that, you know, that bonus chapter, the bonus E. So now, before we wrap it right, I got one last question for you. I'm not going to let you off the hook here, because the name of the podcast is Live Better Sell Better.

Yeah, right.

Like, I have this really weird idea that if we took better care of ourselves, if we had more joy and energy and fulfillment in our lives, that sales would also improve because of it. So before I let you go, I gotta ask, what's your live better advice for everybody listening? How can people live better?

Oh, it's such a great question and such a great point, Kevin. I think it comes back to what I was, what I was most recently speaking about, of, you know, really finding and understanding that, that. That why, and that passion for. For what it is that you're doing. And it's funny because I even reflect on this myself, where I think about my role, you know, my career here at Vidyard. And every once in a while I reflect on, like, I love what I do, but why is that? What is it about what I'm doing that really gets me fired up? And why does that have such a positive impact on me? And then how can I lean into that? How can I amplify that? And I think just being. Being disciplined about reflecting on those, writing them down, right? Because if you're out there, if you're selling today, most of you actually like sales. Some of you may not, but most of you actually like it, whether you recognize it consciously or not. And so I encourage you to lean into that and think about what is it that I do really enjoy about this process. And then things like with video, that stuff is going to come to life, right? If it is that you love, genuinely love helping people, if it's that you love connecting with people, right? Be. Be explicit about that, lean into that, make that a. More and more of a part of how you live and how you sell and you're going to be, you're going to be happier, you're going to be more motivated, and you're ultimately going to be better at what you do.

Oh, yeah, man. The passion. Practice that enthusiasm, too, because it does bubbles over when you truly mean what you're doing and what you're saying. My man, Tyler, where can people get more of you? Where can they follow you? Where can they consume your content like you're putting out some good, good stuff here. Where can they go get more?

All right, well, first and foremost, hit me up on LinkedIn. Tyler Lassard, Vidyard. You'll find me there. I try to share lots of good insights, ideas and the odd humorous thing to make our lives a little bit better as well as our jobs. So hit me up on LinkedIn. And if you want to do any of this stuff we're talking about here, you know, just head over to Vidyard.com and V-Y-A-R-Com and you can sign up for free. You can use our tools to record and send videos just like this. And I also publish a lot of content on our blog and our resource center there. It's all free to access and consume, so check that out. There's lots of great guides. We have a selling with video masterclass, all sorts of good stuff over there. So check it out.

Hell yeah, my man. Well, I appreciate you. Thank you so much for your energy, your enthusiasm and your insights today, man. I'm sure we'll be having many a conversation about and over video very, very soon, man. I appreciate you. Thank you so much. Love it.

Thank you.