Video Content That’s Selling Without Selling

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You don’t have to sell yourself to sell yourself. That sounds weird to some people, but in the video content world it can be a really smart marketing strategy.

The key is to sit down and really think about stories that will serve your customers, and I happened to find a really good example the other day.

Realtor’s Video content open house

I came across a YouTube channel for New Jersey realtor Sue Adler. It contains some testimonials and videos featuring properties for sale. No surprise there, but what I loved was a series of videos she produced on the various communities she serves.

Interested in moving to Millburn, NJ… there’s a video. How about Summit, NJ… there’s another video. There are five well-produced videos on different communities.

Think about what a great tool this is for home buyers considering different towns. They get a sense of the look and feel for each of them.

And you want to know what happens when you focus on producing professional content that’s relevant to viewers? People watch.

Her testimonials have some decent numbers… 600 views… 900 views. The community videos… 4800… 7200…10,400… 11,500… 12,700 views!

None of the community videos are “selling” Sue Adler, but they are all selling Sue Adler. You know what I mean?

important takeaway

It’s a great lesson for business leaders. Instead of thinking about how do we sell ourselves, try asking how can we serve viewers? What knowledge do we have surrounding our industry that people would find helpful?

It’s also something the entire team can work on. Get people to bat around ideas, especially those who are dealing with customers. They have first-hand knowledge of what customers are interested in.

When you start thinking in those terms, stories for your video content will start to surface.

–Tony Gnau


 Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.