Julie Littlechild and Steve Wershing on Using Video to Create Meaningful Connection

Resources:

Candice Carlton On Using Video to Set Yourself Apart
Benjamin Hardy
BombBomb
Loom

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Stephen Wershing:
Website: https://clientdrivenpractice.com
LinkedIn: https://www.linkedin.com/in/stephenwershing/
Twitter: @swershing 

Julie Littlechild:
Website: www.absoluteengagement.com
Julie’s Blog: www.absoluteengagement.com/blog
LinkedIn: https://www.linkedin.com/in/julielittlechild/
Twitter: @jlittlechild 

Episode Transcript:

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Julie Littlechild:
Welcome to Becoming Referable, the podcast that helps you become the kind of advisor people can’t help talk about. I’m Julie Littlechild and this week, Steve and I are focused on video. More specifically, the many ways that you can use video to engage with both clients and prospects. Throughout the pandemic, video has become a way to deliver and to maintain a personal connection. But here’s the thing, it’s not going anywhere. Steve and I discuss the specifics of using video at four different stages of the client and prospect journey as a way to add real value. We’ll share lots of real examples of advisors who use video in very creative ways and hope to inspire you to create some of your own. Finally, we examine the technical aspects of producing a meaningful video and make the point that you probably have everything that you need to get started right now. And with that, let’s get straight to the conversation.

Julie Littlechild:
Hey Steve, good to talk to you as always?

Stephen Wershing:
Julie, nice to see you again.

Julie Littlechild:
Well, we’re talking about video today.

Stephen Wershing:
Yay!

Julie Littlechild:
Yay! We’re going to get, I think really tactical on this one. And we did an episode with Candace Carlton on video that we should put in the show notes as well because I think it fits really well with this overall topic that we’re looking at today. But really wanted to dig in on video as part of the communications process and in particular as a way to really create more connection. Well, let me ask you, I think we’re both seeing different examples of this. We’re both using video in different ways. Why do you think video needs to be such an important part of a communication strategy?

Stephen Wershing:
Well, for a couple reasons, one is that that’s what people are doing more now so if you’re not doing the current technology, chances are other people will get access to your prospects and clients where you are not. But also I think one of those things that really has been emphasized during the pandemic is that since we could not get together in person, we seek out other ways and that people really feel like they can get to know you if they get to see you in motion.

Stephen Wershing:
If you think way back to the beginning of our project here on this podcast, one of the earlier guests was the founder of GuideVine. And that’s where that all came from is that a key component to determining whether you wanted to go see an advisor or not was whether you thought you would like the person personally. Whether you would have a personal connection and that video could deliver that feeling that people feel like they get to know you a little bit. And so from a prospecting side, there’s that element to it. But also, it’s important especially if we can’t get together in person, that we’re doing things that help our clients feel like they’re maintaining that personal connection.

Julie Littlechild:
Well, and we’ve got some examples and different ways to use video but it might be also helpful to just clarify because I think when we talk video, people think often, I’ve developed educational videos say from my website. We saw a lot of advisors doing that and it can be daunting and it’s still a great idea but I think as much as anything we’re talking about, how can I just use video more often in order to create that ongoing connection? Would you agree with that?

Stephen Wershing:
Yes. Yes.

Julie Littlechild:
Yeah. And there are different tools for that and many different ways to use that. You had an interesting way of looking at it though, that I thought would be helpful to frame the conversation. You said there are four stages to using video. Can you talk us through that?

Stephen Wershing:
Yeah. Different ways of using video can be in that four parts of the relationship. One is before you meet, to get introduced to someone. One is a way of meeting. As you’re developing that relationship, as you’re working on bringing on that client, you can use video to maintain a personal connection as they work their way through the process. I’m sorry, as a way of getting introduced. Before you meet would be the prospecting stuff. A way of meeting is that stage where they begin to interact with you, guiding people through the process so you can maintain that personal contact as they go through the initial process. And then keeping in touch with existing clients is that fourth step.

Julie Littlechild:
And so maybe we can dig into this and talk about some examples. The first one you met, which I think is really interesting one, which is when it’s still a prospect. And again, creating that kind of connection. Do you have any examples? Or what would you recommend as to the kind of video that might work here?

Stephen Wershing:
Well, the first and probably most important is having a profile video of yourself on your website so that if someone gets referred to you, if someone discovers you and they go to your website and they see the messages and they’re attracted to the kinds of things that you do and how you position yourself, they can also then sort of get an introduction to you. That kind of profile video, I think, is the first, most important one.

Julie Littlechild:
And one of the ways that we’ve used video a little and I’ve seen it used is to also do that on a more personalized basis. Again, maybe not as slick but the ability to send a quick video that is personalized to the prospect. Just, “Hey Bob, so looking forward to meeting you. Here’s the kind of work we do.” Or, “Here’s what I know about you and we’re excited to talk about it.” It could be a 60 second clip but something about that I think just creates this different level of connection and it’s different enough that it shows you care to some extent as well.

Stephen Wershing:
Right. Exactly. And to me, that would be that that second level, that way of meeting thing. Where the profile video that you may have on your site may be relatively slickly produced and has a high production value, people don’t necessarily expect that for one of those introductory videos. But as you’re saying, that can be a very powerful thing. It’s very different to be handed a business card as if anybody did that anymore. But to get handed a piece of marketing or a business card versus having a personalized message come through on video, as you and I have spoken about before on the podcast, that it’s not exactly the same as meeting someone in person but there is that sort of, it’s pretty close in a lot of ways to meeting somebody in person.

Stephen Wershing:
And so if you’re sending a video as an introduction to someone, especially if it’s personalized, it’s only inches away from actually putting your hand out and shaking somebody’s hand. You can really give people the impression of standing there in front of you. And when you want it to be personal like that, you’re better off not having it slickly produced because what you want it to feel like is that, hey, there’s a person standing right in front of me and talking with me. If you do that with too high a production level, it won’t feel personal, it won’t feel like a real interaction.