THE TOP 20QUESTIONS MARKETERS
ARE (AND SHOULD BE) ASKING ABOUT VIDEO
THE TOP 20QUESTIONS MARKETERS ARE
(AND SHOULD BE) ASKING ABOUT ONLINE VIDEO
wwwcantaloupetv 1 share this eBook
Adding video to your marketing is no longer optional Over 90 of Internet traffic is
video according to Visually The same site claimed that video traffic is 6 times more
effective than print and direct mail at conveying a message to a crowded marketplace
Video is personal emotional and persuasive when done correctly
By understanding what it takes to effectively incorporate video into your marketing
strategy you will be ahead of most marketers today As with any other marketing efforts
video without a strategy will fail It is important to ask yourself the correct questions
when thinking about adding video to enhance your overall marketing plan
This book will answer the frequently asked questions that people are posing about
online video today and will also offer questions that marketers should be asking but may
not be considering yet
This will help you be one step ahead when it comes to leveraging online video
wwwcantaloupetv 2 share this eBook
Intro
wwwcantaloupetv 3 share this eBook
1
share this eBook 4 wwwcantaloupetv
Should I shoot my own video 1
There is a time and place for both methods The easiest way to answer this is to begin the planning
process to determine the complexity of the project
Do we have an internal resource to shoot and edit this video
How many locations do we have to go to How many people will be in this video
If there are multiple locations and people to interview then it could take your video producer
several weeks or months to be able to pull off that story
Do we have the equipment to record edit and produce the video
Many companies donrsquot have the necessary time or equipment to pull off good storytelling when
the project requires more travel character coordination logistics or more complex story
development For those stories you might be better served to engage outside resources to help
Whats our deadline Do we have enough time to edit and produce
If you need a video shot quickly and if you have the right equipment the best decision may be
to shoot it yourself Also if the videos tend to be more tips and tricks or single interviews
trained in-house crews can pull them off
what yoursquore asking
2
wwwcantaloupetv 5 share this eBook
What video topics work best for my website
There are various types of videos you can produce If youre starting with nothing then we suggest first
looking at your website Think about what someone wants when visiting your website Many are there to
get to know you ndash to see if what you do aligns with what they need in a general sense and if you can help
them with their specific challenges To get started heres a checklist of videos we recommend all of
our clients have on their website
About Us Stories
These are stories that go on your website and talk all about you They tend to be the first place
people click on your website They help your prospect answer questions like
1 What exactly do these people do 2 Do I believe in their philosophies 3 Do I want to do business with them
Why Stories
ldquoWhyrdquo stories talk about why you do what you do or why you
are in business The purpose of this video is to create
emotional connections with your audience so they feel
comfortable learning more about you
(Watch this video by Simon Sinek to help determine your ldquowhyrdquo)
Client (Testimonials) Stories
These are your success stories and are often told by a 3rd party It allows prospects to put
themselves in someone elsersquos shoes to see how your product or service might work for them
The goal with these stories is to prove your message
Industry Expert Stories
Once you have the videos above posted on your website we recommend doing industry expert
stories The purpose of this video is to educate people on your industry and expertise Itrsquos less
about you People often post these videos to YouTube or their blog A few examples of these
videos are ldquohow to do xrdquo ldquo5 tipsrdquo and ldquo10 reasonsrdquo
ldquoPeople dont buy what you do they buy
why you do it And what you do simply proves what you believerdquo
-Simon Sinek
what yoursquore asking
3
share this eBook 6 wwwcantaloupetv
How much should I pay for my video
When it comes to video production today you get what you pay forhellip to a point
Outside Resource When using any type of outside resources to tell your story you should expect to
invest between $3000-$10000 for the full production of your video stories This is the price range
when the stories are shot in an authentic interview-style approach that tends to make them more
believable more affordable faster and more efficient to execute
Internal Resource If you are shooting your own video or something more elaborate your price may
be higher or lower This could depend on equipment the type of editing software and production
time
When looking at any type of video help it is important to look for a partner who understands the business
problem you are trying to solve by using video A strategic production partner will help you understand
your budget before cameras roll and will keep costs in-check through front-end planning and efficiencies
throughout the project
what yoursquore asking
4 What is video SEOVideo SEO in its simplest form is optimizing a video to be found more easily on major search engines
Here are a few tips to consider when it comes to video SEO
RELEVANT TAGS
One way to optimize videos online is to use tags and tagging it in as many ways as possible with
as much description as possible This way the search engines will be able to find it
TRANSCRIBING
Another SEO component to consider is to transcribe the video with text and embed that into
the video itself
AN ATTENTION-GRABBING HEADLINE
Think about the headline Your headline should be enticing and make people want to want to
watch the video
AN INTRIGUING THUMBNAIL
The cover (thumbnail) image of the video is also important Think of it like the cover of a
magazine and display an image that looks clear clean and interesting
All of these things help search engines find your video and help people press the play button Google with
their purchase of YouTube has affirmed the importance they put on video and rich media content
Did you know that a webpage that includes video is 50 times more likely to show up on the first page of
search results
what yoursquore asking
wwwcantaloupetv 7 share this eBook
5
share this eBook 8 wwwcantaloupetv
Where should I put my finished video
Today reaching the correct audience where they are with the right message is critical You have countless
options for where to place a completed video We recommend first working on your strategy before
shooting the video
Here are some questions to consider
Who is the audience yoursquore trying to reach
Where is your audience in the sales cycle
What types of questions andor pains does your audience have
After these questions are answered most people post their videos to YouTube next without any
hesitation However you can be more effective if you understand all the channels that are available and
how they relate to where someone is in your sales cycle so yoursquore talking to the right person at the right
time
YouTube videos tend to be more educational engaging and entertaining They are less about
your company Commercials donrsquot work on YouTube for a reason
Website videos should explain who you are what you do why someone should do business
with you
BlogsSocial media are great outlets to use for educational videos as well as ongoing series of
videos to constantly engage an audience Think tips-and-tricks staying sharp and industry
insights
An Example to Illustrate
So imagine Franhellip Shersquos searching for information on healthcare
and stumbles across one of your YouTube videos If Fran has
no concept of who you are but your video is educating her in
an area shersquos interested in then shersquoll allow you to guide her to your website and into your process
Fran is now in your sales cycle She went from unaware to aware
what yoursquore asking
6 What video stats are most important
There are a bunch of statistics you can discover when it comes to video You can look at video in email
and how many people click it how many people watch the video what point people stop watching the
video or how long they stay engaged
However the number one stat that is most important isnrsquot a stat at all This is what we call ldquoan
emotional connectionrdquo It means telling a story that creates some type of an emotional gut-level
connection with your audience
Why are emotional connections more important than statistics
Richard Nixon said it best People are persuaded by reason but moved by emotion
Human beings are emotional creatures If youre wanting to grab the attention of your
audience then reel them in with an authentic story By authentic we mean no
actors no scripts just you and the camera telling a story Itrsquos more believable
that way
Its important to establish some sort of emotional connection
with your audience because it invites them to come closer
to watch more and to dive deeper with you
It also allows them to come to a common ground with you which
allows them to make decisions without fear uncertainty or doubt
what yoursquore asking
ldquoPeople are persuaded by reason but moved
by emotionrdquo
-Richard Nixon
wwwcantaloupetv 9 share this eBook
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
Adding video to your marketing is no longer optional Over 90 of Internet traffic is
video according to Visually The same site claimed that video traffic is 6 times more
effective than print and direct mail at conveying a message to a crowded marketplace
Video is personal emotional and persuasive when done correctly
By understanding what it takes to effectively incorporate video into your marketing
strategy you will be ahead of most marketers today As with any other marketing efforts
video without a strategy will fail It is important to ask yourself the correct questions
when thinking about adding video to enhance your overall marketing plan
This book will answer the frequently asked questions that people are posing about
online video today and will also offer questions that marketers should be asking but may
not be considering yet
This will help you be one step ahead when it comes to leveraging online video
wwwcantaloupetv 2 share this eBook
Intro
wwwcantaloupetv 3 share this eBook
1
share this eBook 4 wwwcantaloupetv
Should I shoot my own video 1
There is a time and place for both methods The easiest way to answer this is to begin the planning
process to determine the complexity of the project
Do we have an internal resource to shoot and edit this video
How many locations do we have to go to How many people will be in this video
If there are multiple locations and people to interview then it could take your video producer
several weeks or months to be able to pull off that story
Do we have the equipment to record edit and produce the video
Many companies donrsquot have the necessary time or equipment to pull off good storytelling when
the project requires more travel character coordination logistics or more complex story
development For those stories you might be better served to engage outside resources to help
Whats our deadline Do we have enough time to edit and produce
If you need a video shot quickly and if you have the right equipment the best decision may be
to shoot it yourself Also if the videos tend to be more tips and tricks or single interviews
trained in-house crews can pull them off
what yoursquore asking
2
wwwcantaloupetv 5 share this eBook
What video topics work best for my website
There are various types of videos you can produce If youre starting with nothing then we suggest first
looking at your website Think about what someone wants when visiting your website Many are there to
get to know you ndash to see if what you do aligns with what they need in a general sense and if you can help
them with their specific challenges To get started heres a checklist of videos we recommend all of
our clients have on their website
About Us Stories
These are stories that go on your website and talk all about you They tend to be the first place
people click on your website They help your prospect answer questions like
1 What exactly do these people do 2 Do I believe in their philosophies 3 Do I want to do business with them
Why Stories
ldquoWhyrdquo stories talk about why you do what you do or why you
are in business The purpose of this video is to create
emotional connections with your audience so they feel
comfortable learning more about you
(Watch this video by Simon Sinek to help determine your ldquowhyrdquo)
Client (Testimonials) Stories
These are your success stories and are often told by a 3rd party It allows prospects to put
themselves in someone elsersquos shoes to see how your product or service might work for them
The goal with these stories is to prove your message
Industry Expert Stories
Once you have the videos above posted on your website we recommend doing industry expert
stories The purpose of this video is to educate people on your industry and expertise Itrsquos less
about you People often post these videos to YouTube or their blog A few examples of these
videos are ldquohow to do xrdquo ldquo5 tipsrdquo and ldquo10 reasonsrdquo
ldquoPeople dont buy what you do they buy
why you do it And what you do simply proves what you believerdquo
-Simon Sinek
what yoursquore asking
3
share this eBook 6 wwwcantaloupetv
How much should I pay for my video
When it comes to video production today you get what you pay forhellip to a point
Outside Resource When using any type of outside resources to tell your story you should expect to
invest between $3000-$10000 for the full production of your video stories This is the price range
when the stories are shot in an authentic interview-style approach that tends to make them more
believable more affordable faster and more efficient to execute
Internal Resource If you are shooting your own video or something more elaborate your price may
be higher or lower This could depend on equipment the type of editing software and production
time
When looking at any type of video help it is important to look for a partner who understands the business
problem you are trying to solve by using video A strategic production partner will help you understand
your budget before cameras roll and will keep costs in-check through front-end planning and efficiencies
throughout the project
what yoursquore asking
4 What is video SEOVideo SEO in its simplest form is optimizing a video to be found more easily on major search engines
Here are a few tips to consider when it comes to video SEO
RELEVANT TAGS
One way to optimize videos online is to use tags and tagging it in as many ways as possible with
as much description as possible This way the search engines will be able to find it
TRANSCRIBING
Another SEO component to consider is to transcribe the video with text and embed that into
the video itself
AN ATTENTION-GRABBING HEADLINE
Think about the headline Your headline should be enticing and make people want to want to
watch the video
AN INTRIGUING THUMBNAIL
The cover (thumbnail) image of the video is also important Think of it like the cover of a
magazine and display an image that looks clear clean and interesting
All of these things help search engines find your video and help people press the play button Google with
their purchase of YouTube has affirmed the importance they put on video and rich media content
Did you know that a webpage that includes video is 50 times more likely to show up on the first page of
search results
what yoursquore asking
wwwcantaloupetv 7 share this eBook
5
share this eBook 8 wwwcantaloupetv
Where should I put my finished video
Today reaching the correct audience where they are with the right message is critical You have countless
options for where to place a completed video We recommend first working on your strategy before
shooting the video
Here are some questions to consider
Who is the audience yoursquore trying to reach
Where is your audience in the sales cycle
What types of questions andor pains does your audience have
After these questions are answered most people post their videos to YouTube next without any
hesitation However you can be more effective if you understand all the channels that are available and
how they relate to where someone is in your sales cycle so yoursquore talking to the right person at the right
time
YouTube videos tend to be more educational engaging and entertaining They are less about
your company Commercials donrsquot work on YouTube for a reason
Website videos should explain who you are what you do why someone should do business
with you
BlogsSocial media are great outlets to use for educational videos as well as ongoing series of
videos to constantly engage an audience Think tips-and-tricks staying sharp and industry
insights
An Example to Illustrate
So imagine Franhellip Shersquos searching for information on healthcare
and stumbles across one of your YouTube videos If Fran has
no concept of who you are but your video is educating her in
an area shersquos interested in then shersquoll allow you to guide her to your website and into your process
Fran is now in your sales cycle She went from unaware to aware
what yoursquore asking
6 What video stats are most important
There are a bunch of statistics you can discover when it comes to video You can look at video in email
and how many people click it how many people watch the video what point people stop watching the
video or how long they stay engaged
However the number one stat that is most important isnrsquot a stat at all This is what we call ldquoan
emotional connectionrdquo It means telling a story that creates some type of an emotional gut-level
connection with your audience
Why are emotional connections more important than statistics
Richard Nixon said it best People are persuaded by reason but moved by emotion
Human beings are emotional creatures If youre wanting to grab the attention of your
audience then reel them in with an authentic story By authentic we mean no
actors no scripts just you and the camera telling a story Itrsquos more believable
that way
Its important to establish some sort of emotional connection
with your audience because it invites them to come closer
to watch more and to dive deeper with you
It also allows them to come to a common ground with you which
allows them to make decisions without fear uncertainty or doubt
what yoursquore asking
ldquoPeople are persuaded by reason but moved
by emotionrdquo
-Richard Nixon
wwwcantaloupetv 9 share this eBook
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
wwwcantaloupetv 3 share this eBook
1
share this eBook 4 wwwcantaloupetv
Should I shoot my own video 1
There is a time and place for both methods The easiest way to answer this is to begin the planning
process to determine the complexity of the project
Do we have an internal resource to shoot and edit this video
How many locations do we have to go to How many people will be in this video
If there are multiple locations and people to interview then it could take your video producer
several weeks or months to be able to pull off that story
Do we have the equipment to record edit and produce the video
Many companies donrsquot have the necessary time or equipment to pull off good storytelling when
the project requires more travel character coordination logistics or more complex story
development For those stories you might be better served to engage outside resources to help
Whats our deadline Do we have enough time to edit and produce
If you need a video shot quickly and if you have the right equipment the best decision may be
to shoot it yourself Also if the videos tend to be more tips and tricks or single interviews
trained in-house crews can pull them off
what yoursquore asking
2
wwwcantaloupetv 5 share this eBook
What video topics work best for my website
There are various types of videos you can produce If youre starting with nothing then we suggest first
looking at your website Think about what someone wants when visiting your website Many are there to
get to know you ndash to see if what you do aligns with what they need in a general sense and if you can help
them with their specific challenges To get started heres a checklist of videos we recommend all of
our clients have on their website
About Us Stories
These are stories that go on your website and talk all about you They tend to be the first place
people click on your website They help your prospect answer questions like
1 What exactly do these people do 2 Do I believe in their philosophies 3 Do I want to do business with them
Why Stories
ldquoWhyrdquo stories talk about why you do what you do or why you
are in business The purpose of this video is to create
emotional connections with your audience so they feel
comfortable learning more about you
(Watch this video by Simon Sinek to help determine your ldquowhyrdquo)
Client (Testimonials) Stories
These are your success stories and are often told by a 3rd party It allows prospects to put
themselves in someone elsersquos shoes to see how your product or service might work for them
The goal with these stories is to prove your message
Industry Expert Stories
Once you have the videos above posted on your website we recommend doing industry expert
stories The purpose of this video is to educate people on your industry and expertise Itrsquos less
about you People often post these videos to YouTube or their blog A few examples of these
videos are ldquohow to do xrdquo ldquo5 tipsrdquo and ldquo10 reasonsrdquo
ldquoPeople dont buy what you do they buy
why you do it And what you do simply proves what you believerdquo
-Simon Sinek
what yoursquore asking
3
share this eBook 6 wwwcantaloupetv
How much should I pay for my video
When it comes to video production today you get what you pay forhellip to a point
Outside Resource When using any type of outside resources to tell your story you should expect to
invest between $3000-$10000 for the full production of your video stories This is the price range
when the stories are shot in an authentic interview-style approach that tends to make them more
believable more affordable faster and more efficient to execute
Internal Resource If you are shooting your own video or something more elaborate your price may
be higher or lower This could depend on equipment the type of editing software and production
time
When looking at any type of video help it is important to look for a partner who understands the business
problem you are trying to solve by using video A strategic production partner will help you understand
your budget before cameras roll and will keep costs in-check through front-end planning and efficiencies
throughout the project
what yoursquore asking
4 What is video SEOVideo SEO in its simplest form is optimizing a video to be found more easily on major search engines
Here are a few tips to consider when it comes to video SEO
RELEVANT TAGS
One way to optimize videos online is to use tags and tagging it in as many ways as possible with
as much description as possible This way the search engines will be able to find it
TRANSCRIBING
Another SEO component to consider is to transcribe the video with text and embed that into
the video itself
AN ATTENTION-GRABBING HEADLINE
Think about the headline Your headline should be enticing and make people want to want to
watch the video
AN INTRIGUING THUMBNAIL
The cover (thumbnail) image of the video is also important Think of it like the cover of a
magazine and display an image that looks clear clean and interesting
All of these things help search engines find your video and help people press the play button Google with
their purchase of YouTube has affirmed the importance they put on video and rich media content
Did you know that a webpage that includes video is 50 times more likely to show up on the first page of
search results
what yoursquore asking
wwwcantaloupetv 7 share this eBook
5
share this eBook 8 wwwcantaloupetv
Where should I put my finished video
Today reaching the correct audience where they are with the right message is critical You have countless
options for where to place a completed video We recommend first working on your strategy before
shooting the video
Here are some questions to consider
Who is the audience yoursquore trying to reach
Where is your audience in the sales cycle
What types of questions andor pains does your audience have
After these questions are answered most people post their videos to YouTube next without any
hesitation However you can be more effective if you understand all the channels that are available and
how they relate to where someone is in your sales cycle so yoursquore talking to the right person at the right
time
YouTube videos tend to be more educational engaging and entertaining They are less about
your company Commercials donrsquot work on YouTube for a reason
Website videos should explain who you are what you do why someone should do business
with you
BlogsSocial media are great outlets to use for educational videos as well as ongoing series of
videos to constantly engage an audience Think tips-and-tricks staying sharp and industry
insights
An Example to Illustrate
So imagine Franhellip Shersquos searching for information on healthcare
and stumbles across one of your YouTube videos If Fran has
no concept of who you are but your video is educating her in
an area shersquos interested in then shersquoll allow you to guide her to your website and into your process
Fran is now in your sales cycle She went from unaware to aware
what yoursquore asking
6 What video stats are most important
There are a bunch of statistics you can discover when it comes to video You can look at video in email
and how many people click it how many people watch the video what point people stop watching the
video or how long they stay engaged
However the number one stat that is most important isnrsquot a stat at all This is what we call ldquoan
emotional connectionrdquo It means telling a story that creates some type of an emotional gut-level
connection with your audience
Why are emotional connections more important than statistics
Richard Nixon said it best People are persuaded by reason but moved by emotion
Human beings are emotional creatures If youre wanting to grab the attention of your
audience then reel them in with an authentic story By authentic we mean no
actors no scripts just you and the camera telling a story Itrsquos more believable
that way
Its important to establish some sort of emotional connection
with your audience because it invites them to come closer
to watch more and to dive deeper with you
It also allows them to come to a common ground with you which
allows them to make decisions without fear uncertainty or doubt
what yoursquore asking
ldquoPeople are persuaded by reason but moved
by emotionrdquo
-Richard Nixon
wwwcantaloupetv 9 share this eBook
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
1
share this eBook 4 wwwcantaloupetv
Should I shoot my own video 1
There is a time and place for both methods The easiest way to answer this is to begin the planning
process to determine the complexity of the project
Do we have an internal resource to shoot and edit this video
How many locations do we have to go to How many people will be in this video
If there are multiple locations and people to interview then it could take your video producer
several weeks or months to be able to pull off that story
Do we have the equipment to record edit and produce the video
Many companies donrsquot have the necessary time or equipment to pull off good storytelling when
the project requires more travel character coordination logistics or more complex story
development For those stories you might be better served to engage outside resources to help
Whats our deadline Do we have enough time to edit and produce
If you need a video shot quickly and if you have the right equipment the best decision may be
to shoot it yourself Also if the videos tend to be more tips and tricks or single interviews
trained in-house crews can pull them off
what yoursquore asking
2
wwwcantaloupetv 5 share this eBook
What video topics work best for my website
There are various types of videos you can produce If youre starting with nothing then we suggest first
looking at your website Think about what someone wants when visiting your website Many are there to
get to know you ndash to see if what you do aligns with what they need in a general sense and if you can help
them with their specific challenges To get started heres a checklist of videos we recommend all of
our clients have on their website
About Us Stories
These are stories that go on your website and talk all about you They tend to be the first place
people click on your website They help your prospect answer questions like
1 What exactly do these people do 2 Do I believe in their philosophies 3 Do I want to do business with them
Why Stories
ldquoWhyrdquo stories talk about why you do what you do or why you
are in business The purpose of this video is to create
emotional connections with your audience so they feel
comfortable learning more about you
(Watch this video by Simon Sinek to help determine your ldquowhyrdquo)
Client (Testimonials) Stories
These are your success stories and are often told by a 3rd party It allows prospects to put
themselves in someone elsersquos shoes to see how your product or service might work for them
The goal with these stories is to prove your message
Industry Expert Stories
Once you have the videos above posted on your website we recommend doing industry expert
stories The purpose of this video is to educate people on your industry and expertise Itrsquos less
about you People often post these videos to YouTube or their blog A few examples of these
videos are ldquohow to do xrdquo ldquo5 tipsrdquo and ldquo10 reasonsrdquo
ldquoPeople dont buy what you do they buy
why you do it And what you do simply proves what you believerdquo
-Simon Sinek
what yoursquore asking
3
share this eBook 6 wwwcantaloupetv
How much should I pay for my video
When it comes to video production today you get what you pay forhellip to a point
Outside Resource When using any type of outside resources to tell your story you should expect to
invest between $3000-$10000 for the full production of your video stories This is the price range
when the stories are shot in an authentic interview-style approach that tends to make them more
believable more affordable faster and more efficient to execute
Internal Resource If you are shooting your own video or something more elaborate your price may
be higher or lower This could depend on equipment the type of editing software and production
time
When looking at any type of video help it is important to look for a partner who understands the business
problem you are trying to solve by using video A strategic production partner will help you understand
your budget before cameras roll and will keep costs in-check through front-end planning and efficiencies
throughout the project
what yoursquore asking
4 What is video SEOVideo SEO in its simplest form is optimizing a video to be found more easily on major search engines
Here are a few tips to consider when it comes to video SEO
RELEVANT TAGS
One way to optimize videos online is to use tags and tagging it in as many ways as possible with
as much description as possible This way the search engines will be able to find it
TRANSCRIBING
Another SEO component to consider is to transcribe the video with text and embed that into
the video itself
AN ATTENTION-GRABBING HEADLINE
Think about the headline Your headline should be enticing and make people want to want to
watch the video
AN INTRIGUING THUMBNAIL
The cover (thumbnail) image of the video is also important Think of it like the cover of a
magazine and display an image that looks clear clean and interesting
All of these things help search engines find your video and help people press the play button Google with
their purchase of YouTube has affirmed the importance they put on video and rich media content
Did you know that a webpage that includes video is 50 times more likely to show up on the first page of
search results
what yoursquore asking
wwwcantaloupetv 7 share this eBook
5
share this eBook 8 wwwcantaloupetv
Where should I put my finished video
Today reaching the correct audience where they are with the right message is critical You have countless
options for where to place a completed video We recommend first working on your strategy before
shooting the video
Here are some questions to consider
Who is the audience yoursquore trying to reach
Where is your audience in the sales cycle
What types of questions andor pains does your audience have
After these questions are answered most people post their videos to YouTube next without any
hesitation However you can be more effective if you understand all the channels that are available and
how they relate to where someone is in your sales cycle so yoursquore talking to the right person at the right
time
YouTube videos tend to be more educational engaging and entertaining They are less about
your company Commercials donrsquot work on YouTube for a reason
Website videos should explain who you are what you do why someone should do business
with you
BlogsSocial media are great outlets to use for educational videos as well as ongoing series of
videos to constantly engage an audience Think tips-and-tricks staying sharp and industry
insights
An Example to Illustrate
So imagine Franhellip Shersquos searching for information on healthcare
and stumbles across one of your YouTube videos If Fran has
no concept of who you are but your video is educating her in
an area shersquos interested in then shersquoll allow you to guide her to your website and into your process
Fran is now in your sales cycle She went from unaware to aware
what yoursquore asking
6 What video stats are most important
There are a bunch of statistics you can discover when it comes to video You can look at video in email
and how many people click it how many people watch the video what point people stop watching the
video or how long they stay engaged
However the number one stat that is most important isnrsquot a stat at all This is what we call ldquoan
emotional connectionrdquo It means telling a story that creates some type of an emotional gut-level
connection with your audience
Why are emotional connections more important than statistics
Richard Nixon said it best People are persuaded by reason but moved by emotion
Human beings are emotional creatures If youre wanting to grab the attention of your
audience then reel them in with an authentic story By authentic we mean no
actors no scripts just you and the camera telling a story Itrsquos more believable
that way
Its important to establish some sort of emotional connection
with your audience because it invites them to come closer
to watch more and to dive deeper with you
It also allows them to come to a common ground with you which
allows them to make decisions without fear uncertainty or doubt
what yoursquore asking
ldquoPeople are persuaded by reason but moved
by emotionrdquo
-Richard Nixon
wwwcantaloupetv 9 share this eBook
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
2
wwwcantaloupetv 5 share this eBook
What video topics work best for my website
There are various types of videos you can produce If youre starting with nothing then we suggest first
looking at your website Think about what someone wants when visiting your website Many are there to
get to know you ndash to see if what you do aligns with what they need in a general sense and if you can help
them with their specific challenges To get started heres a checklist of videos we recommend all of
our clients have on their website
About Us Stories
These are stories that go on your website and talk all about you They tend to be the first place
people click on your website They help your prospect answer questions like
1 What exactly do these people do 2 Do I believe in their philosophies 3 Do I want to do business with them
Why Stories
ldquoWhyrdquo stories talk about why you do what you do or why you
are in business The purpose of this video is to create
emotional connections with your audience so they feel
comfortable learning more about you
(Watch this video by Simon Sinek to help determine your ldquowhyrdquo)
Client (Testimonials) Stories
These are your success stories and are often told by a 3rd party It allows prospects to put
themselves in someone elsersquos shoes to see how your product or service might work for them
The goal with these stories is to prove your message
Industry Expert Stories
Once you have the videos above posted on your website we recommend doing industry expert
stories The purpose of this video is to educate people on your industry and expertise Itrsquos less
about you People often post these videos to YouTube or their blog A few examples of these
videos are ldquohow to do xrdquo ldquo5 tipsrdquo and ldquo10 reasonsrdquo
ldquoPeople dont buy what you do they buy
why you do it And what you do simply proves what you believerdquo
-Simon Sinek
what yoursquore asking
3
share this eBook 6 wwwcantaloupetv
How much should I pay for my video
When it comes to video production today you get what you pay forhellip to a point
Outside Resource When using any type of outside resources to tell your story you should expect to
invest between $3000-$10000 for the full production of your video stories This is the price range
when the stories are shot in an authentic interview-style approach that tends to make them more
believable more affordable faster and more efficient to execute
Internal Resource If you are shooting your own video or something more elaborate your price may
be higher or lower This could depend on equipment the type of editing software and production
time
When looking at any type of video help it is important to look for a partner who understands the business
problem you are trying to solve by using video A strategic production partner will help you understand
your budget before cameras roll and will keep costs in-check through front-end planning and efficiencies
throughout the project
what yoursquore asking
4 What is video SEOVideo SEO in its simplest form is optimizing a video to be found more easily on major search engines
Here are a few tips to consider when it comes to video SEO
RELEVANT TAGS
One way to optimize videos online is to use tags and tagging it in as many ways as possible with
as much description as possible This way the search engines will be able to find it
TRANSCRIBING
Another SEO component to consider is to transcribe the video with text and embed that into
the video itself
AN ATTENTION-GRABBING HEADLINE
Think about the headline Your headline should be enticing and make people want to want to
watch the video
AN INTRIGUING THUMBNAIL
The cover (thumbnail) image of the video is also important Think of it like the cover of a
magazine and display an image that looks clear clean and interesting
All of these things help search engines find your video and help people press the play button Google with
their purchase of YouTube has affirmed the importance they put on video and rich media content
Did you know that a webpage that includes video is 50 times more likely to show up on the first page of
search results
what yoursquore asking
wwwcantaloupetv 7 share this eBook
5
share this eBook 8 wwwcantaloupetv
Where should I put my finished video
Today reaching the correct audience where they are with the right message is critical You have countless
options for where to place a completed video We recommend first working on your strategy before
shooting the video
Here are some questions to consider
Who is the audience yoursquore trying to reach
Where is your audience in the sales cycle
What types of questions andor pains does your audience have
After these questions are answered most people post their videos to YouTube next without any
hesitation However you can be more effective if you understand all the channels that are available and
how they relate to where someone is in your sales cycle so yoursquore talking to the right person at the right
time
YouTube videos tend to be more educational engaging and entertaining They are less about
your company Commercials donrsquot work on YouTube for a reason
Website videos should explain who you are what you do why someone should do business
with you
BlogsSocial media are great outlets to use for educational videos as well as ongoing series of
videos to constantly engage an audience Think tips-and-tricks staying sharp and industry
insights
An Example to Illustrate
So imagine Franhellip Shersquos searching for information on healthcare
and stumbles across one of your YouTube videos If Fran has
no concept of who you are but your video is educating her in
an area shersquos interested in then shersquoll allow you to guide her to your website and into your process
Fran is now in your sales cycle She went from unaware to aware
what yoursquore asking
6 What video stats are most important
There are a bunch of statistics you can discover when it comes to video You can look at video in email
and how many people click it how many people watch the video what point people stop watching the
video or how long they stay engaged
However the number one stat that is most important isnrsquot a stat at all This is what we call ldquoan
emotional connectionrdquo It means telling a story that creates some type of an emotional gut-level
connection with your audience
Why are emotional connections more important than statistics
Richard Nixon said it best People are persuaded by reason but moved by emotion
Human beings are emotional creatures If youre wanting to grab the attention of your
audience then reel them in with an authentic story By authentic we mean no
actors no scripts just you and the camera telling a story Itrsquos more believable
that way
Its important to establish some sort of emotional connection
with your audience because it invites them to come closer
to watch more and to dive deeper with you
It also allows them to come to a common ground with you which
allows them to make decisions without fear uncertainty or doubt
what yoursquore asking
ldquoPeople are persuaded by reason but moved
by emotionrdquo
-Richard Nixon
wwwcantaloupetv 9 share this eBook
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
3
share this eBook 6 wwwcantaloupetv
How much should I pay for my video
When it comes to video production today you get what you pay forhellip to a point
Outside Resource When using any type of outside resources to tell your story you should expect to
invest between $3000-$10000 for the full production of your video stories This is the price range
when the stories are shot in an authentic interview-style approach that tends to make them more
believable more affordable faster and more efficient to execute
Internal Resource If you are shooting your own video or something more elaborate your price may
be higher or lower This could depend on equipment the type of editing software and production
time
When looking at any type of video help it is important to look for a partner who understands the business
problem you are trying to solve by using video A strategic production partner will help you understand
your budget before cameras roll and will keep costs in-check through front-end planning and efficiencies
throughout the project
what yoursquore asking
4 What is video SEOVideo SEO in its simplest form is optimizing a video to be found more easily on major search engines
Here are a few tips to consider when it comes to video SEO
RELEVANT TAGS
One way to optimize videos online is to use tags and tagging it in as many ways as possible with
as much description as possible This way the search engines will be able to find it
TRANSCRIBING
Another SEO component to consider is to transcribe the video with text and embed that into
the video itself
AN ATTENTION-GRABBING HEADLINE
Think about the headline Your headline should be enticing and make people want to want to
watch the video
AN INTRIGUING THUMBNAIL
The cover (thumbnail) image of the video is also important Think of it like the cover of a
magazine and display an image that looks clear clean and interesting
All of these things help search engines find your video and help people press the play button Google with
their purchase of YouTube has affirmed the importance they put on video and rich media content
Did you know that a webpage that includes video is 50 times more likely to show up on the first page of
search results
what yoursquore asking
wwwcantaloupetv 7 share this eBook
5
share this eBook 8 wwwcantaloupetv
Where should I put my finished video
Today reaching the correct audience where they are with the right message is critical You have countless
options for where to place a completed video We recommend first working on your strategy before
shooting the video
Here are some questions to consider
Who is the audience yoursquore trying to reach
Where is your audience in the sales cycle
What types of questions andor pains does your audience have
After these questions are answered most people post their videos to YouTube next without any
hesitation However you can be more effective if you understand all the channels that are available and
how they relate to where someone is in your sales cycle so yoursquore talking to the right person at the right
time
YouTube videos tend to be more educational engaging and entertaining They are less about
your company Commercials donrsquot work on YouTube for a reason
Website videos should explain who you are what you do why someone should do business
with you
BlogsSocial media are great outlets to use for educational videos as well as ongoing series of
videos to constantly engage an audience Think tips-and-tricks staying sharp and industry
insights
An Example to Illustrate
So imagine Franhellip Shersquos searching for information on healthcare
and stumbles across one of your YouTube videos If Fran has
no concept of who you are but your video is educating her in
an area shersquos interested in then shersquoll allow you to guide her to your website and into your process
Fran is now in your sales cycle She went from unaware to aware
what yoursquore asking
6 What video stats are most important
There are a bunch of statistics you can discover when it comes to video You can look at video in email
and how many people click it how many people watch the video what point people stop watching the
video or how long they stay engaged
However the number one stat that is most important isnrsquot a stat at all This is what we call ldquoan
emotional connectionrdquo It means telling a story that creates some type of an emotional gut-level
connection with your audience
Why are emotional connections more important than statistics
Richard Nixon said it best People are persuaded by reason but moved by emotion
Human beings are emotional creatures If youre wanting to grab the attention of your
audience then reel them in with an authentic story By authentic we mean no
actors no scripts just you and the camera telling a story Itrsquos more believable
that way
Its important to establish some sort of emotional connection
with your audience because it invites them to come closer
to watch more and to dive deeper with you
It also allows them to come to a common ground with you which
allows them to make decisions without fear uncertainty or doubt
what yoursquore asking
ldquoPeople are persuaded by reason but moved
by emotionrdquo
-Richard Nixon
wwwcantaloupetv 9 share this eBook
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
4 What is video SEOVideo SEO in its simplest form is optimizing a video to be found more easily on major search engines
Here are a few tips to consider when it comes to video SEO
RELEVANT TAGS
One way to optimize videos online is to use tags and tagging it in as many ways as possible with
as much description as possible This way the search engines will be able to find it
TRANSCRIBING
Another SEO component to consider is to transcribe the video with text and embed that into
the video itself
AN ATTENTION-GRABBING HEADLINE
Think about the headline Your headline should be enticing and make people want to want to
watch the video
AN INTRIGUING THUMBNAIL
The cover (thumbnail) image of the video is also important Think of it like the cover of a
magazine and display an image that looks clear clean and interesting
All of these things help search engines find your video and help people press the play button Google with
their purchase of YouTube has affirmed the importance they put on video and rich media content
Did you know that a webpage that includes video is 50 times more likely to show up on the first page of
search results
what yoursquore asking
wwwcantaloupetv 7 share this eBook
5
share this eBook 8 wwwcantaloupetv
Where should I put my finished video
Today reaching the correct audience where they are with the right message is critical You have countless
options for where to place a completed video We recommend first working on your strategy before
shooting the video
Here are some questions to consider
Who is the audience yoursquore trying to reach
Where is your audience in the sales cycle
What types of questions andor pains does your audience have
After these questions are answered most people post their videos to YouTube next without any
hesitation However you can be more effective if you understand all the channels that are available and
how they relate to where someone is in your sales cycle so yoursquore talking to the right person at the right
time
YouTube videos tend to be more educational engaging and entertaining They are less about
your company Commercials donrsquot work on YouTube for a reason
Website videos should explain who you are what you do why someone should do business
with you
BlogsSocial media are great outlets to use for educational videos as well as ongoing series of
videos to constantly engage an audience Think tips-and-tricks staying sharp and industry
insights
An Example to Illustrate
So imagine Franhellip Shersquos searching for information on healthcare
and stumbles across one of your YouTube videos If Fran has
no concept of who you are but your video is educating her in
an area shersquos interested in then shersquoll allow you to guide her to your website and into your process
Fran is now in your sales cycle She went from unaware to aware
what yoursquore asking
6 What video stats are most important
There are a bunch of statistics you can discover when it comes to video You can look at video in email
and how many people click it how many people watch the video what point people stop watching the
video or how long they stay engaged
However the number one stat that is most important isnrsquot a stat at all This is what we call ldquoan
emotional connectionrdquo It means telling a story that creates some type of an emotional gut-level
connection with your audience
Why are emotional connections more important than statistics
Richard Nixon said it best People are persuaded by reason but moved by emotion
Human beings are emotional creatures If youre wanting to grab the attention of your
audience then reel them in with an authentic story By authentic we mean no
actors no scripts just you and the camera telling a story Itrsquos more believable
that way
Its important to establish some sort of emotional connection
with your audience because it invites them to come closer
to watch more and to dive deeper with you
It also allows them to come to a common ground with you which
allows them to make decisions without fear uncertainty or doubt
what yoursquore asking
ldquoPeople are persuaded by reason but moved
by emotionrdquo
-Richard Nixon
wwwcantaloupetv 9 share this eBook
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
5
share this eBook 8 wwwcantaloupetv
Where should I put my finished video
Today reaching the correct audience where they are with the right message is critical You have countless
options for where to place a completed video We recommend first working on your strategy before
shooting the video
Here are some questions to consider
Who is the audience yoursquore trying to reach
Where is your audience in the sales cycle
What types of questions andor pains does your audience have
After these questions are answered most people post their videos to YouTube next without any
hesitation However you can be more effective if you understand all the channels that are available and
how they relate to where someone is in your sales cycle so yoursquore talking to the right person at the right
time
YouTube videos tend to be more educational engaging and entertaining They are less about
your company Commercials donrsquot work on YouTube for a reason
Website videos should explain who you are what you do why someone should do business
with you
BlogsSocial media are great outlets to use for educational videos as well as ongoing series of
videos to constantly engage an audience Think tips-and-tricks staying sharp and industry
insights
An Example to Illustrate
So imagine Franhellip Shersquos searching for information on healthcare
and stumbles across one of your YouTube videos If Fran has
no concept of who you are but your video is educating her in
an area shersquos interested in then shersquoll allow you to guide her to your website and into your process
Fran is now in your sales cycle She went from unaware to aware
what yoursquore asking
6 What video stats are most important
There are a bunch of statistics you can discover when it comes to video You can look at video in email
and how many people click it how many people watch the video what point people stop watching the
video or how long they stay engaged
However the number one stat that is most important isnrsquot a stat at all This is what we call ldquoan
emotional connectionrdquo It means telling a story that creates some type of an emotional gut-level
connection with your audience
Why are emotional connections more important than statistics
Richard Nixon said it best People are persuaded by reason but moved by emotion
Human beings are emotional creatures If youre wanting to grab the attention of your
audience then reel them in with an authentic story By authentic we mean no
actors no scripts just you and the camera telling a story Itrsquos more believable
that way
Its important to establish some sort of emotional connection
with your audience because it invites them to come closer
to watch more and to dive deeper with you
It also allows them to come to a common ground with you which
allows them to make decisions without fear uncertainty or doubt
what yoursquore asking
ldquoPeople are persuaded by reason but moved
by emotionrdquo
-Richard Nixon
wwwcantaloupetv 9 share this eBook
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
6 What video stats are most important
There are a bunch of statistics you can discover when it comes to video You can look at video in email
and how many people click it how many people watch the video what point people stop watching the
video or how long they stay engaged
However the number one stat that is most important isnrsquot a stat at all This is what we call ldquoan
emotional connectionrdquo It means telling a story that creates some type of an emotional gut-level
connection with your audience
Why are emotional connections more important than statistics
Richard Nixon said it best People are persuaded by reason but moved by emotion
Human beings are emotional creatures If youre wanting to grab the attention of your
audience then reel them in with an authentic story By authentic we mean no
actors no scripts just you and the camera telling a story Itrsquos more believable
that way
Its important to establish some sort of emotional connection
with your audience because it invites them to come closer
to watch more and to dive deeper with you
It also allows them to come to a common ground with you which
allows them to make decisions without fear uncertainty or doubt
what yoursquore asking
ldquoPeople are persuaded by reason but moved
by emotionrdquo
-Richard Nixon
wwwcantaloupetv 9 share this eBook
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
7
share this eBook 10 wwwcantaloupetv
How do I add video to my overall
marketing mix
what yoursquore asking
According to Forbes Insight 59 of senior executives whorsquod rather watch a video than read text Video is
another marketing tool to engage and educate your audience Since there are many other marketing tools
available (blogging social media etc) video is not a solution in and of itself Itrsquos a component of a high-
quality marketing strategy
The most effective way to use online video is to integrate it into your current marketing efforts yoursquove
already put into action
To do this
Look at your marketing funnel What areas are you struggling with Are you having a hard time finding new
audiences Are you struggling with keeping your existing audience engaged Wherever youre struggling
ask yourself How can video help me with this
If you have marketing pains and understand where they lie here are some common ways video can
you help youhellip
Video helps you have conversations with the right people online ndash even at 2 am
Videos use the power of emotion to connect the right people with the right message
By telling stories through video your marketing message will persuasive emotional and
personal
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
8 How do I get people to watch my video
what yoursquore asking
There are four ways to do thishellip
1 Be relevant
The best way to get people to watch your story is to make sure the content is relevant to their
industry and interests If you are a company that sells snow shovels make sure yoursquore speaking
to the people who care about snow shovels and the problems they help solve
2 Tell stories
Facts and figures alone are boring especially to a viewer who is unaware or even slightly aware
of who you are Engaging them through storytelling allows you to hold their attention and
captivate them as you deliver your key messages With
storytelling yoursquore able to pose a question up front promise a
reward at the end and keep your target audiencersquos attention
along the way
3 Be authentic
Through years of experience weve learned viewers become more persuaded and emotionally
connected if the video is authentic No actors no scripts just you and the camera Its more
believable and allows your audience to experience the real you
4 Donrsquot stop
Think ongoing storytelling You wouldnrsquot have one conversation with a prospect then wait for
them to buy The same holds true with your online marketing and video To get the personrsquos
attention is going to take multiple stories over a period of time The stories may change but your
ability to stay close and relevant will nothellipif you tell good storiesrdquo
wwwcantaloupetv 11 share this eBook
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
9
share this eBook 12 wwwcantaloupetv
Should I put my video on YouTube
what yoursquore asking
When people ask me if they should put their video on YouTube the simple answer is Yes it canrsquot hurt
The time it could hurt is if you embed a YouTube video on your website The reason why it could hurt is
because some companies have blocked their employees from watching YouTube videos So if a prospect
comes to your site to learn more and cant view it then your video is useless
As far as putting your video on YouTube itself for the purpose of search therersquos
little reason not to In the first half of 2013 YouTube generated 28 of all Google
searches and there are over 1 billion unique visitors to YouTube each month By
effectively using the channel your videos can attract a percentage of these users
to share your story
If youre interested in learning how to drive unique visitors with your video read What is video SEO on page 7
of Google searches is generated by
YouTube
28
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
10 How long should it take to produce my video
what yoursquore asking
This answer depends on if you are shooting video yourself or if you are using any type of outside help If
you are shooting a video yourself turnaround can depend on how dedicated that person is to the video
project itself This could either make it faster or slower depending on how many hats they are wearing
Turnaround can also vary on the outside resources you choose Through our experience it can take
approximately 2-4 weeks to shoot edit and produce a video story
Regardless whether you produce the video or partner with an outside source there are three main
steps to a typical video production process
1 STRATEGIZE Video without a plan behind it will fail The purpose of this step is to identify
bull Who is your audience
bull What messages to they need at each step of the engagement cycle
bull When and where will they consume your content And why would they care
2 DEVELOP THE STORY Once those questions are answered then you can create a story that
will emotionally connect with your target audience
bull Determine your key point
bull What journey do you want them to go on
bull Who should tell the story
bull Where do we want to shoot it
3 SCHEDULE After you map out your story then its important to obviously schedule the shoot
Remember to take into consideration who will be in the shoot and where the location will be
Usually the more people and locations you have drives the timeline of a project
4 SHOOT EDIT AND PRODUCE Then there will be production time to shoot and edit your video
stories Its important to allow time for review and revisions by stakeholders When managed
well this can be done efficiently and relatively quickly When it isnrsquot production can drag on and
on
If youre still not sure if you want to produce a video using an inside or outside source read Should I shoot my own video
on page 4
wwwcantaloupetv 13 share this eBook
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
wwwcantaloupetv 14 share this eBook
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
1Whatrsquos the difference between a video and
a story
what you should be asking
The main difference between a video and a story is based on the style and the message discussed within it
There is a time and place for both and when done well both can be effective
VIDEO
STORY
WHEN SHOULD I USE A VIDEO VS A STORY
There is a time and place for both but to be effective its important to
understand where your audience is in the sales cycle We call it match your
message to the mindset People make decisions on rational thinking (facts and
figures) but theyre moved by emotions Theyre reeled in by emotions (stories)
yet make their final decision on rational thoughts (videos)
AN EXAMPLE TO ILLUSTRATE
Fran is a new person in your sales cycle Shes unaware of who you are but stumbles across one of
your stories that relates to her She becomes emotionally connected by the storys journey Once
shes emotionally invested then shes asking herself What exactly do these people do She goes to
your website to learn more and maybe even signs up for the newsletter
Once shes emotionally connected and thinks your company might be a fit then shell be more
interested in watching a video with facts and figures such as client testimonials and productservices
If Fran becomes a client shell probably be interested in watching stories and videos
Quite simply a video is a collection of interviews weaved together to
present important facts and figures Videos can be about your
products services client testimonials and case studies
A story has a beginning middle and an end A story starts with some
type of a question posed or promise made and then takes your
viewer on a journey The viewer is ultimately rewarded at the end
The power of a story is that you can hold the viewerrsquos attention much
longer because you are engaging them the whole way through They
can see it understand it and feel it
ldquoThe greatest art in the world is the art
of storytellingrdquo
ndashCecil B DeMille
share this eBook 15 wwwcantaloupetv
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
2
wwwcantaloupetv 16 share this eBook
Why is it important that my video tells a story
what you should be asking
People buy from people they feel connected to To connect you must find a common ground to work from
Traditional selling tactics tend to take a top-down approach ndash you the expert tells the prospect what they
need or what they donrsquot have This results in the prospect feeling like theyrsquore being sold to ndash because they
are They keep their guard up and it feels like a lot of work to move them along
Storytelling though allows you to relate and emotionally connect on the
same level It enables the prospect to come to the understanding on their
own terms It allows them to own the decision-making process and
ultimately their decision to buy from you The prospect goes on an
emotional journey with you through a series of videos to the point where
theyre ready to buy because theyre already emotionally invested
If you want to learn more on what makes a compelling story read What is the difference between a video and a storyrdquo on
page 15
ldquoIf you wish to influence an individual or a group to
embrace a particular value in their daily lives tell them
a compelling storyrdquo
-Annette Simmons
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
3
share this eBook 17 wwwcantaloupetv
How do I create an effective video
strategy
what you should be asking
Developing your video strategy can be a lengthy and involved process but it doesnrsquot have to be if you have
the right information Your video strategy should be rooted in your existing marketing strategy and support
your business goals As with any undertaking it should compliment and enhance not disrupt your current
marketing efforts
Wersquove found that this process works best when you start by identifying where your audience is in your
buying process Once you do that then yoursquoll want to move them through your process
STAGE 1 Unaware --gt Curious
A prospect stumbles across one of your videos Theyrsquore reeled in emotionally to the message of
the story so they go to your website to learn more
STAGE 2 Curious --gt I like it
After digesting your website the prospect now has a clear understanding of what it is you do and
how it aligns with their needs Theyrsquore engaged and emotionally connected to your message
STAGE 3 I like it --gt Irsquom buying
The prospect thinks therersquos benefit in working with you but wants more facts and figures to
make the final decision They stumble across a client success story on your site and confirm that
your company can definitely fulfill their needs so they buy
STAGE 4 Irsquom buying --gt Buy again
Most people think once the prospect buys then the sales cycle ends but itrsquos just the opposite
Keeping a happy client informed on new services and products can be key to them buying again
and again
When you think about these four different stages it is important to understand the
unique stories that resonate with each For example if yoursquore trying to get someone to
buy from you again you probably donrsquot want to send them an ldquoAbout Usrdquo video story
They are already aware of who you are and would be more interested in how you will
continue to help them
ldquoMatch the message to the mindsetrdquo
-Jon DiGregory
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
4
wwwcantaloupetv 18 share this eBook
How can video benefit my sales team
what you should be asking
There are three ways video stories can drive awareness and leads to help your sales team
1 Finding and keeping prospects engaged
Now more than ever prospects have the power The power to use technology to stay educated
and entertained Delivering ongoing cool stories about your industry to the masses could be the
answer to most sales frustrations on finding new prospects
For instance if you work for a financial institute you could do a series of stories on people in the
community who are donating money to good causes they support We have to move people
emotionally before they will take in information - or act This type of story will keep a viewer
engaged and emotionally connected By delivering a relevant ongoing video series your future
prospect will give you permission to stay close and front-of-mind until theyrsquore ready to meet
2 Connecting with prospects by letting yourself be seen
Make your sales team human Lets be honest salespeople get a bad wrap Theyrsquore seen as loud
mouths who try to sell you something Wersquore resistant to meeting with one because we fear well
be pressured to buy something
But what if you could reverse your prospects mindset into thinking your salesperson isnt just a
salesperson but a person they could relate to What if your salesperson sent a video bio of
themselves to a cold prospect Do you think the prospect would be more intrigued to meet them
rather than receiving a cold boring email One study suggests that an introductory email that
includes a video receives an increase click-through rate by 96
Video bios create the foundation for an emotional connection and ease the tension that too
often comes with a first appointment The trick though is to let your sales team be human in the
videos Let them talk about their hobbies things outside of work that theyre passionate about
family friends and what inspires them to wake up every morning and going to work This
approach could open the doors to new conversations for your sales team
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
5How can I make sure
the right people watch my videos
what you should be asking
Video without strategy fails There are several things to discover so you can get the right stories in front of
the right people
1 Who is your audience
Back to the example of snow shovels You probably arenrsquot selling shovels to people in Hawaii
They just donrsquot need your solution Understanding who your audience is will help you target your
message and distribution strategies to the relevant audience
2 Where does your audience go to stay educated and entertained
The ldquoright peoplerdquo may include those who havenrsquot heard of you yet Your challenge is to be where
they are Think about what questions the audience is asking and what problems they are trying
to solve Think about where your prospects go to find information and make sure you are there
These outlets may be industry-related publications blogs social networks etc
3 Why should they care
Once you determine your target audience and where they go to stay educated and entertained
then its important to determine the most appealing message for your video Research has told
us that B2B and B2C customers alike donrsquot want to be sold to They will tune you out Our
founder Jon DiGregory always tells clients ldquoDonrsquot make videos you want to see Make videos your
viewer wants to seerdquo Instead be helpful be informative and be authentic People buy from
brands they connect with You want your content to be believable and real giving your viewer a
reason to care and connect
share this eBook 19 wwwcantaloupetv
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
6Why should my videos be more ongoing instead of permanent
what you should be asking
Marketers and even sales professionals are challenged to answer the question ldquoHow do we keep our
prospects engaged in conversation through the sales cyclerdquo As your prospect moves through your sales
process the common thing theyre trying to discover is Do our values align Can this company offer a
solution that will solve my issue and make my life easier
Permanent videos certainly help with educating the client on the basics of what it is you do and how you do
it The issue here is that the prospect views this once understands your company and product and then
leaves your website Then its up to the salesperson to continue to stay in front of the prospect until he
she is ready to buy
This is where ongoing videos can play a huge role in your process Ongoing videos often consist of industry
stories and trends that can educate or even entertain the prospect It allows the prospect to stay
emotionally connected until they become customers
If youre interested in how your sales team can benefit from using ongoing stories visit page 18
wwwcantaloupetv 20 share this eBook
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
7How can I use video to help with decision
making
what you should be asking
Your marketing and sales teams are focused on moving a prospect from unaware of who are to buying
your product or service
As a prospect travels through your process theyre faced with many questions concerns and unknowns
such as
ldquoWhat exactly to this people dordquo
ldquoHow do they do itrdquo
ldquoWhy do they do itrdquo
ldquoWhat are their values and beliefsrdquo
ldquoCan their product or service solve my painrdquo
ldquoWill working them make my life easierrdquo
By leveraging videorsquos ability to increase understanding create emotion and increase digestibility you are
able to address these common questions often before the prospects raise them
For more information on the types of videos you should have on your website to help answer these questions read page 5
of users say that seeing a video about a product is helpful in the decision process
90
share this eBook 21 wwwcantaloupetv
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
8How does online video relate to the David Letterman show
what you should be asking
The David Letterman Show is a perfect example of why you need to have ongoing content as oppose to
permanent content to keep people engaged night after night David Letterman does ldquogood enoughrdquo
storytelling that allows viewers to stay entertained and educated night after night
David doesnrsquot spend months and months and tons of money to shoot one video
at Rupertrsquos Deli Instead he goes down there for 10 or 15 minutes with an idea of
the story he wants to tell He comes away with a story that makes the viewers
happy and leaves us wanting to know what he has for us next
This allows David Letterman to continue to have a long-term conversation with
his audience The same thing can be done for brands as we drive people towards
sales
Theres always room for a story that can transport people to
another place
-JK Rowling
wwwcantaloupetv 22 share this eBook
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
9What is the appropriate length
for my video
what you should be asking
With the ability to post videos online we no longer are stuck in the TV-mode where we only have 30 or 60
second spots to make a point Many people today think shorter is better Others think longer packed-full-
of-everything is the better approach
In reality time doesnt matter What matters is the content of your story Does the theme of the story
relate to your prospects interests Is the story engaging Does it peek their curiosity to learn more
Our founder Jon DiGregory explains further I like to use my brother as an example because he is a huge BMW
freak He has 8 BMWs sitting in his driveway I could send him a 25-second video on quilting and he wouldnrsquot
watch 5-seconds of it But I could send him a 15-minute video on the engineers working on the new 7 Series BMW
and he would probably watch it twice and forward it on to all his buddies
The lesson here is that a relevant well-executed story has the ability to drive results Once the viewer feels
connected to you or your message they will often stay engaged and dive deeper into you and your
company
share this eBook 23 wwwcantaloupetv
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
10Why should I think of video as a magazine instead of a novel
what you should be asking
Magazines deliver easy-to-consume content on a regular basis ndash quarterly monthly or weekly
Theyrsquore created relatively quickly You can pick up the issues that peek your interest or you can
subscribe and receive new issue as itrsquos produced
A novel on the other hand is substantial and meant to be read once maybe a second time if itrsquos
good They take considerable time and investment to create
Think about your sales process from awareness to lead acquisition to nurturing to closing the sale to up-
selling or renewing You touch your prospect many times throughout that time You address questions and
present information that is of interest to your prospect A lsquonovelrsquo approach would be overwhelming ndash telling
them everything they need to want or know A lsquomagazinersquo approach more closely mirrors the ongoing
conversation you want to have
wwwcantaloupetv 24 share this eBook
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe
wwwcantaloupetv 2 5 share this eBook
Connect with us
At Cantaloupe TV everything we do is about creating emotional connections through
authentic storytelling by planning producing and presenting online video
makecontactcantaloupetv
wwwcantaloupetv
Cantaloupe_tv
wwwfacebookcomcantaloupetv
wwwvimeocomcantaloupe