I got to meet marketing expert Geoff Livingston during a shoot a couple of months ago. He and one of our clients, Arment Dietrich CEO Gini Dietrich, were launching a new book. Geoff’s a fun guy. I’ve been reading his blog ever since, and yesterday’s post really got my attention.

The title says it all… Customers Don’t Care About Us. He writes about how social engagement doesn’t always add up to more sales… that recommendations by peers rule.

That’s one of the reasons I frequently encourage clients to make their videos about their customers… not them.

I’m talking about going beyond the testimonial. The heart of the story is about your client’s business, then eventually work in how your company helps them.

You can also use them in projects or with issues you’re passionate about. In our case, we have an ongoing video series about why our clients use video.

Each is a powerful way to show a) how dedicated you are to your clients… giving them some free publicity. And b) how dedicated they are to you… that they’re willing to go on camera for your company.

That’s a message prospects will trust.

–Tony Gnau

 

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