The Customer Experience Podcast
The Customer Experience Podcast

Episode · 7 months ago

186. 3 Moments to Send a Video Instead of Typed-Out Text w/ Ethan Beute

ABOUT THIS EPISODE

You want to send video messages because you know that personal connection matters. Here are three ideal moments for using video to help you start.

I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and co-host of the CX Series on the B2B Growth Show. Listen in today to learn about increasing confidence, connection, and clarity by mixing video messages into the rest of our digital communication at three key moments.

Here are some thoughts from the episode:

  • Plain black text doesn’t differentiate us as humans
  • Video enhances these three moments that matter:
  • #1 Video for personal connection
  • #2 Video for emotion and tone
  • #3 Video for detail or complexity  

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If you're a parent or a coach or a mentor or a supervisor or a manager, you've probably said some version of this before. Listen, it's not what you said, it's the way that you set it. This is that tone component. The single most important thing you can do today is to create and deliver a better experience for your customers. Learn how sales, marketing and customer success experts create internal alignment, achieved desired outcomes and exceed customer expectations in a personal and human way. This is the customer experience podcast. Here's your host, Ethan Butte. Across the entire customer life cycle and across the entire employee life cycle, you have so many opportunities to improve communication, connection and conversion, to provide clearer and more complete communication, visually rich, emotionally rich, clearer and easier to understand, more effective at communicating exactly what you need and want to communicate. Connection, improving human connection, having people feel like they know you before they ever meet you, having people understand who you are, what you're about, your intent and your motivation, all of this rich connection that we need and want with and from other people. And, of course, conversion, all those micro yesses and macro yeses that we need to be successful in our rolls, all those little yesses and those big yesses that help us get to where we need and want to go with and through and for other people. Yes, I'll reply to your email. Yes, I'll return your phone call. Yes, I'll schedule The employment yes, I'll actually show up for it. Yes, I'll make that introduction to this other person on your behalf. Yes, I'll click through and fill out that survey. All of these things that we need and want people to say yes to, all the support that we need, all the affirmation that we need from other...

...people can be enhanced. We have moments to do it. Across the customer experience and across the employee experience. We can reduce confusion, friction, misunderstanding and drop off right when our funnel slows down, that place where conversion just isn't happening or there's a lengthy delay and getting someone from one stage to another. And on the positive side, we can increase confidence, connection, clarity, progress. And we can do all this by mixing in some video messages along with the rest of our digital communication. Video messages belong in the mix along with our typed out emails and text messages and slack messages and Linkedin messages. They belong in the mix with our phone calls. They belong in the mix with our live video calls or our in person meetings. They belong in the mix. Back on episode one hundred and eighty one, I shared some problems with video prospecting and some reasons why this video message movement hasn't gone faster, why it's not more normalized, why more people don't have it in the mix of their daily digital communication. A little earlier, on one hundred and seventy six, I talked about features as commodities and feelings as differentiators. Both of those are blended into this conversation here and again. Go back to one hundred and eighty one or on hundred and seventy six if you're interested in this topic. Here in this episode I'm going to share three specific things that help us know that this message would be better communicated if we included a video in place of some or all of what would otherwise be faceless typed out text, plain black text on a plain white screen, communication that generally doesn't differentiate us from anyone else, that doesn't build trust and rapport the same way as a more human touch would and, of course, blocks of text that don't communicate nearly as well as when we just look someone in the eye and talk to them Ey'd eye or through the Camera Lens. So think about all of your...

...external communication and the entire customer life cycle from prospect through long term, healthy customer, someone who's renewing, expanding, referring, a really good, loyal advocate of you, your product, your service, your brand, your company, your mission, your message. Likewise, think about all of your internal communication and that employee life cycle, from someone you'd like to have a conversation with and potentially recruit through a long term team member who continues to earn the opportunity to build a team, to take more responsibility, to earn promotions and all those other things that we really needn't want from our best team members. As you look at all those touch points and you look at all those moments and you look at what's going out manually and automatically when you're thinking about when you're having meetings, when you're picking up the phone, when you're dropping someone into a sequence, all of these different touches, look for the moments that really matter and whether those moments are characterized by some of that friction or confusion or frustration, or whether they're characterized by confidence and clarity and progress. Think about enhancing those moments that matter across the entire life cycle by being more personal, more clear and more human with a video message. Right now a lot of those touches are being done by faceless, typed out text. So when do you replace some or all of that text with a video? Here are three things to look for to characterize moments that are enhanced with a video message. Number one, personal connection. If you want to establish or reestablish a personal connection, of video message can really help. It could be a new linkedin connection. It could be someone who's been referred to you or introduced to you. Perhaps you had an initial meeting with someone that was maybe brief, whether it was digital or in person, and you want to follow up and really leave a strong impression and reinforce some of the main ideas in that initial...

...conversation or meeting. Maybe it's someone you haven't connected with in quite some time. Maybe it's someone that you hired a couple of years ago and now they're on another person's team and they came to mind or their name came up in a cross functional meeting and you want to reach out and re establish some personal connection. There's so many moments that would benefit from that time and attention that you can provide someone a synchronously right you can record these messages when it's convenient for you and people can open it up and have this inperson moment with you at their own convenience. Anywhere personal connection matters, that's a great place not to rely so much on faceless typed out text and instead use a recording, a screen recording or even a prerecorded video. So number one is personal connection. Number two is emotion or tone. This is something that typed out text is really, really bad at. It's so difficult to capture what we actually feel and to make sure that our intent and motivation are clear, because that richness of emotion, the value of the tone, of the way that we're saying something. Right, if you're a parent or a coach or a mentor or a supervisor or a manager, you've probably said some version of this before. Listen, it's not what you said, it's the way that you set it. This is that tone component and I'm slightly oversimplifying here, but I'm going to draw your attention to positive emotion and negative emotion. Again, a little bit oversimplified, but video is great at both. Positive is thank you, good job, congratulations. I was so happy to see. I was so happy to hear anything that's encouraging and positive and constructive and supportive. That can be enhanced by communicating with your whole self in a video, looking someone in the eye through the camera, Len's and explaining. Now, obviously, if you can do this in person, even better. If you can do it synchronously on a phone call or in a video meeting, even better. But so often that's not the case. In the moment slips by and we...

...miss the opportunity to let someone know how much we appreciate them or how much we value them or how excited we are for them, and a video message can capitalize on that opportunity and close that gap. To the other side. Negative, this is kind of a looser word here. This could be bad news. You need to break bad news on someone, and bad news, by the way, is psychologically heavier, it takes longer to process, and so instead of getting someone on a phone call or alive meeting and just dropping a piece of bad news on them and expecting them to respond reasonably and thoughtfully in the moment. That's really difficult for most people to do. If you send it in a video and advance and then give them the opportunity to follow up with you or to call them or get on a zoom call with them after you know they've seen the video, you've given them some time and space to process it. So bad news is one an apology. How do we know if your sincere? How do we know if you really mean it? When we type out words and send them to people, we're leaving it completely up to them to read it however they want to assign to us the intent or motivation they think or feel that we have, even if it's wrong. When you send that message in a video and you really mean it in terms of an apology or really any of these things, it comes through in a way that the other person doesn't get to dictate. It's read from you, naturally by that other human being. So, when sincerity matters, in an apology of video is a great way to go. Likewise, if you have concern or you trying to communicate caution or you need to light a fire under someone. I'm throwing these all into this category as well. It's difficult to capture this richness and nuance in typed out text. It's easy for people to misunderstand or misread us, leading to confusion or frustration, and so a video is a great way to take these moments and make them better. So number one, personal connection, number two, emotion or tone, number three, and finally, detail or complexity. And there are two specific times that a...

...video can dramatically improve your ability to communicate around detail or complexity. One is presenting information to people and the other is answering someone's question. So one of them is a little bit proactive. You're reaching out to share a contract or a proposal or a report or a presentation. The other is a bit reactive. It could be a team member, it could be a prospect, it could be a customer, it could be your boss. Someone reaches out with a question and it's going to be so much easier to explain it in lay person's terms or to go to a screen recording and kind of do a show and tell, a walk and talk, and to walk someone through the information in a way that's going to be easier for you to explain and easier for them to understand and to the degree that this is a benefit, you're communicating that information on camera, makes you the trusted expert, it makes you the trusted advisor, it makes you the authority on this topic. So anytime you're struggling to put together a response to someone, is a great time to record a video or to do a screen recording of a video where you share yourself and your screen and walk and talk someone through again, a back end report, a spreadsheet, a proposal, a contract? What a people usually ask questions about? What often gets redlined? Did you negotiate something and include that in the contractor proposal? Walk and talk through that and draw their attention to it, let them know that you're accommodating what they need and want. There's so many benefits to moving in this direction and again having video messages in the mix. Video messages are not a trick. They're not a gimmick, they're not about a tension and anyone who's playing them that way is playing the short game and missing a big opportunity to improve all of the communication that they're relying on to get their job done right. We need to connect and communicating convert.

Every single day we need to help other people say yes. That's the essence of human centered communication, meeting people more than halfway, thinking about what's in it for them and helping them say yes, helping them take the next step. That's of mutual benefit to everyone involved, and so often a video is going to help you do that. Hey, I've spent the past decade working on this topic, improving the quality of digital communication, helping people be more human centered, helping people improve communication connection and conversion, all around video, email and video messaging. I've written two and a half books on the topic. It often comes up here on the PODCAST. I already mentioned a couple of recent episodes, one hundred and eighty one and one hundred and seventy six, that are on similar themes but take it on from different angles. We did that human centered communication series where I brought my longtime friend and team member and BOMBOMB chief marketing officer, Steve Passin Ellie, also my coauthor on both books for Humanize Your Business and Human Center communication, cohosted a series with me that was all around these themes of being more human centered in the way that we're communicating digitally. Virtually and online. That span from episode one hundred and forty eight through, I think one hundred and sixty five or so. A number of amazing guests that go into these themes as well. So I hope you enjoy this. I welcome your questions and welcome your feedback. My name is Ethan Butte. You can hit me up on Linkedin. My last name is spelled beute. You can also email me directly, Ethan etch an at bombombcom. I'd love to know what your experience is with this. I'd love to know what questions you have. I'd love to know if there were other things that you look for or other triggers in your day to day or weekd week that make you say, Gosh, I really should send this as a video. Would love to hear from you. Thanks for listening. Have a great day. We have art in box constantly foam. We constantly have messages coming in. Work emails just went up twe hundred and one have ninety...

...nine plus six hundred and seventy nine on ready. Now we're here to talk about a major problem. My names Kitpbodner and I'm the chief marketing officer at help spot. I probably get ten to fifteen phone calls a day unwanted, and I probably get fifty a hundred emails a day unwanted. When I think about noise and trying to get that out of my life, I think about it through my most scarce resource, was just my time and attention. Is it worth my attention ever here, versus like me, spending a moment with my son or cooking a meal with my son? The answers almost always know. We also know that the byproduct of that noise is feeling overwhelmed, feeling like there's not enough signal and that you feel discombobulated or confused. That's at least how I feel, so I also tried to protect myself from those feelings as well. Watch dear first name, a four part first of its kind documentary series now on Youtube, and explore how digital polue is eroding our ability to communicate with each other and build trust. Clear Communication, Human Connection, higher conversion, these are just some of the benefits of adding video to the messages you're sending every day. It's easy to do with just a little guidance, so pick up the official book. Rehumanize Your Business. How personal videos accelerate sales and improve customer experience. Learn more in order today at Bombombcom Book. That's bomb bombcom book. Thanks for listening to the customer experience podcast. Remember the single most important thing you can do today is to create and deliver a better experience for your customers. Continue Learning the latest strategies and tactics by subscribing right now in your favorite podcast player, or visit Bombombcom podcast.

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