Video messaging hasn’t moved as quickly in terms of being normalized as I’d expected when I joined BombBomb more than a decade ago. This, despite the fact that though it’s dramatically improving communication throughout the entire CX and EX to foster healthy, long-term relationships for those who adopt it.
Pretty much everyone working in a professional capacity would benefit from mixing some video messages in with their emails, text messages, phone calls, video calls, in-person meetings, and other forms of connecting and communicating.
From my perspective, there are three reasons why video email and video messages have not been adopted as widely or as well as it should:
- Too many people have a myopic view of what video messaging can do.
- Too many people feel like the change in behavior isn’t worth the effort.
- Too many people judge themselves on video with unreasonable harshness.
Specific to the first point, many people are confusing video prospecting as video messaging. Too many people adapt the same stale and weak prospecting practices they’ve been using — without considering their recipient at all. They put it in a video and expect it to work magic. They’re disappointed at the results, their recipients don’t like what they’re experiencing, and people on both sides are left feeling like video messaging isn’t working.
Instead, the lessons should be: video messaging is so much bigger than video prospcting and even video can’t save bad prospecting.
This is why human-centered communication is so important.
Because let’s face it — if you’re seeking time and attention without providing a return on your prospects’s time and attention, if you’re recording videos without demonstrating authenticity and vulnerability, if you’re focused on how what you’re sending benefits you instead of the person on the other side, you’re essentially training them to ignore, block, or delete you. And all of this renders video relatively ineffective.
I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and coauthor of two books on video email and video messaging, Rehumanize Your Business and the Wall Street Journal bestseller Human-Centered Communication.
Listen in today to learn about why bad video prospecting has become an indictment on video messaging overall, the reasons why can feel challenging, and what you can do about it.
Join me as I discuss:
• Why video is still considered a new communication medium
• How video addresses the emotional impoverishment of other digital communication
• Why video prospecting fails
• How leaders’ change management prejudices hold back their teams
• Why human vulnerability is uniquely tied to video
The Problem with Video Prospecting
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Links Related to This Conversation:
- Human-Centered Communication
- Rehumanize Your Business
- The Video Adoption Guide
- Examples and Resources
Other Episodes You’ll Enjoy:
- Episode 150 with Dr. Nick Morgan, “Why Your Virtual Relationships Degrade Over Time“
The Human-Centered Communication Series
- Episode 148 with Dan Tyre, “Video Messaging and The Next Normal“
- Episode 149 with Lauren Bailey, “A Blissful Approach to Training Customers and Employees“
- Episode 151 with Mathew Sweezey, “Creating Holistic and Immersive Experiences“
- Episode 152 with Morgan J. Ingram, “Creating an Environment of Continuous Coaching“
- Episode 153 with Dan Hill, Ph.D., “Emotional Intelligence and Human-Centered Connection“
- Episode 154 with Mario Martinez, Jr., “The Art and Science of Selling to Prosumers“
- Episode 156 with Julie Hansen, “An Actor’s Guide to Authentic Videos“
- Episode 157 with Shep Hyken, “Why Repeat Customers May Not Be Loyal Customers“
- Episode 158 with Jacco van der Kooij, “Creating Customer Impact in Moments That Matter“
- Episode 159 with Viveka von Rosen, “Sending Videos for Greater Sales Visibility“
- Episode 161 with Adam Contos, “Video Is About Who, Not About What“
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