This book compiles insights from Robert Cornish, CEO of Richter, to help businesses improve their marketing effectiveness. Key themes include the importance of preparation, understanding the target public, and using engaging video trailers to drive response. The overarching goal is to equip businesses with strategies that foster growth and organization.

1. 1

2. Introduction
This book is comprised of the tips and insights that have been sent out by
Robert Cornish, CEO of Richter, to our subscribers on our mailing list.
Because we receive consistent favorable feedback from these mailings, we
decided to put them all in one place for you to read or re­read
as desired.
We hope you enjoy them.
Should you need anything, reach out to us:
info@richter10point2.com
727­447­3600
http://richter10point2.com
2

3. Table of Contents
Introduction
Preparation is your weapon
It’s a problem with the goal....
Last minute panic
Where is Your Marketing Budget Going?
Get In Control to Make Forward Progress
Movie Trailers Work
Know Your Target Public
Stay Engaged
A Senior Focus
Abundance Will Take Care of It
Alignment
Get Them Focused
Finish the Race ­No
Matter What
Making Informed Decisions
Know Your Target Public
Are You Irresistable?
Battling Noise...
Be The Prospect
Before You Do Anything...
BofA Uses Them...
Business Doesn’t Stop
Campaign Like It’s For an Election
Communicate… A Lot
Distraction is the Enemy of Growth
Doing the Basics
Don’t Chase Success… Chase Greatness
Effort Has Increased
Excitement Fuels Sales
Follow through…
3

4. Fresh business
Get Focused
Get In Their Head
Go To Them
Graphics Are Worthless
Here’s What We Know
How Does This Relate to Me?
I’m Busy...
Intention Drives Sales
A Drop in the Ocean
It’s a Process
Waiting Solves Nothing
Know The Public
Know What Wins
Lack of Follow Through
Let It Do Some of the Heavy Lifting...
Make the Communication Count
Making Stories
The Homework Prior to Sales
Creating Motivated Buyers
Massive Assault
More Isn’t More
More...
Mountains, Not Budgets
Muscle your growth
Not Enough Effort, Work or Action
Last Two Days
The Window is Small
Next Week Becomes Next Week
The Answer is “Yes”
One Video? Pfff...
Having One Video
Perseverance
4

5. Play Like the Scouts are Watching
Play to Them
Products Need Evangelists
Revenue IS your Venture Capital
Run, Don’t Walk
Sales Controls Budgets
See it Through
Conclude Your Cycles
Sell Better Than They Can Object
Sell From High Ground
Apple’s New iPhone Video
Developing New Business
Speak to Someone
Spotlight the Products
Stars Never Align...But They Don’t Need To
Strategic Growth
Subtle Selling
Survey Them
Promo Email ­The
Way It Helps
There’s a Stat
They Need an Excuse
Three Key Points
Three Sales In Selling
Thunderous Forward Motion
Time to Hustle
Two Phases of Sales
Urgency Dictates Budget
Viewer’s Choice
Demo it for the prospect
What does it really take?
You Create Urgency
Your Story
Case Study Videos
5

6. It’s an Equation
Considerations Bog Sales
What You're Trying to Avoid
Why Multiple Videos
It’s in the writing
A Different Origination Point
Change Is Constant
Cows Meander
Don’t Run Out of Fuel
Focus on Outflow
Turn a Spark Into a Bonfire
More of Everything at the End of the Year
While Your Competition Procrastinates
Keep the Team Energized
Attention Works
Piggy Banks Can’t Work
Power of Focus
Apple and Google Take Products to Market with Video
Who Are You Communicating To?
You Want the Right Relationships
What Your “About Us” Should Be
It’s Not About Price ­It’s
About Value.... Always.
Why Isn’t It Closed?
Business Doesn’t Stop in Summer
Follow through
The Time is Now
It’s Always More
Run, Don’t Walk
Why So Urgent?
6

7. Preparation is your weapon
In any given week or day, the thing that you can depend on to ensure
success is preparation. Back in the day when I played competitive hockey,
our 5AM practices each morning were the thing that led to a successful
game. The game is won before it ever started.
Being prepared is a core part of success. If you plan for each day and each
week and get completely ready for it, the odds will turn in your favor. I see
people on a daily basis under prepared if prepared at all and it shows in their
performance. They scratch their head and act bewildered when things don’t
work out for the day or the week but it only comes down to their lack of
preparation for the task at hand.
So prior to any day or week, prepare yourself fully for what needs to be
executed the next day or throughout the week. This includes things like:
● Having a daily list of targets that need to be executed in a detailed,
doable manner that will align your actions and keep you organized.
● Preparing any calls, appointments or details you need for the week to
make a definite agenda that you can focus on and simply execute.
● Studying any training material or reading relevant books that will help
you be mentally prepared and trained for what you need to do. Few
people put enough time and energy into studying and training on
relevant material that will allow you to excel in your position.
● Drilling any processes or in sales, patterns and objection handlings
that will help you smoothly execute your tasks. Drilling can be
enormously effective because it makes you perfect. It fully prepares
you and makes your work and actions become second nature. So drill
until you know your position cold. Actors do it. Top athletes do it and
you need to do it.
The bottom line is ­be
ready. In sports, training and being prepared is
everything. When you’re fully trained and prepared, you're competent when
the game comes and playing at your best is a natural course of action since
the training and preparation has been done. I can’t stress this enough! Be
prepared.
7

8. In an interview with Usain Bolt when asked where his self confidence came
from, he replied,
"I trust my trainer, myself, and the hours and hours of sweat that I put in."
Bolt's trainer Glen Mills added, "I see too many athletes having to try too hard
on the day, because they've not done the work. The result is their muscles
are too tense and they can't flow. If you put in enough of the right practice, the
execution becomes automatic, and the result will take care of itself."
So train and be prepared and your goals will be realized and your work life will
become easier.
­Robert
8

9. Thank you!
First and foremost, Happy New Year! I genuinely hope that you have the most
productive, exciting and adventurous 2013 imaginable.
Next, I want to truly thank you for your support. If you’re reading this it means
that you are a client, contact, partner or friend and we are very thankful to
have you as part of our group. Richter has grown by 60% in 2012 over the
previous year and we know that we only attain that by partnering with our
clients to help their companies grow which in turn allows ours to grow. So
thank you!
We’re genuinely excited about 2013 and have been working on some
services that will help drive your business into the stratosphere. It’s why we
exist. Our basic purpose here at Richter is as follows: “to apply our ideas,
strategies, knowledge and care to our clients' companies as if they were our
own to help them attain their goals which can be directly measured to our
efforts.”
So in simple terms, our purpose is to help our clients strategically grow their
revenue and their companies through our efforts. Whether that be with really
well crafted and written video trailers or with our strategic relations programs
­that
is what we do.
9

10. It’s a Problem With the Goal
When dissecting a video to gauge its effectiveness, the way we see it here, it
comes down to the goal of where you start. In other words, what are you
trying to solve and what is the key goal of the video?
We see a lot of videos out there and we tend to feel that an ineffective video
or one that lacks punch is a problem with the goal itself. See, a lot of videos
are starting with a goal of trying to explain a product or service and in doing
so, they do indeed explain it and leave the viewer no motivation to “reach”.
The failure is in where they begin with the video. The mission is not to explain
but must be geared toward who the target public is and how to create the
urge to reach. This means that the urge to explain or define everything needs
to held back and the focus needs to be on who the target public is (who’s
clicking play), what their motivations or needs or problems are and how to
communicate in such a way that the end result is the viewer saying... “we
need to call them asap!” ­that
is reach.
So what we tackle here is how to create reach and it starts with asking the
right questions and starting with the right goal.
10

11. Last minute panic
Let me walk you through a familiar scenario.... you're very busy with what
you're doing right this minute, you have deadlines and tasks to get done and
anything off in the future is a bit of a distraction at this moment. You then
push off any planning needed for the coming months and then are faced with
a time lets say in mid to late November where you urgently need to get some
promo or marketing material out and are now in a squeeze because you
neglected to prepare for it and have nothing to send out to help bolster and
improve the sales numbers when you need it most.
I'd like to help circumvent this entire scenario. Plan now and get a few wheels
in motion that will arm you with items needed for the future because the
future quickly because the present and the need goes from "then" to
"now.....urgently"
11

12. Where is Your Marketing Budget Going?
Unfortunately, the field of Marketing, PR and Advertising have become games
of sales to push products and services onto their clients that appear to be
bright ideas or the latest fad for promoting a company but few have any
workability comparative to the costs.
It's been said that companies lose 50% of their advertising and marketing
budgets but they don't know which 50%.
We saw this as a problem when we started our agency and set out to
change it. Whether we're doing a video trailer that communicates our clients
products or services in a crystal clear fashion that impinges to get a reaction
causing an email or phone call or developing a strategy using our Strategic
Relations methods to zero in on the exact right target public for our client to
help chalk up new relationships that have the highest probability of being sold
and closed.... we've cut through the fluff and created the most workable
method to develop new business.
I just returned from an international business conference and found that the
number one thing companies are looking to accomplish is how to get their
company to the next level. How to expand and drive new business that will
fuel growth. Many companies are excellent at what they do. They have
incredible products and services but they are not driving consistent business
that will result in quarterly growth. They throw money at marketing and
advertising methods that work to some degree but are clearly not doing the
trick.
12

13. Get In Control to Make Forward Progress
I think these days with the pace that things run and the amount of things to
do…. it’s quite easy to become overwhelmed. It sometimes, at least to me,
feels like a tsunami of work or things to do when I review my emails, task
lists, phone calls and on and on…
It’s also amazing how often I hear a client or prospect use the word busy. To
me, it’s a clear indication that we live in a busy, sometimes frantic and on
occasion overwhelming environment.
So the challenge then, is getting in control of it all to make forward progress.
You can write down all the key objectives and then how to handle them and
knock them out one by one methodically or you can look for what will help
unburden you. In other words, where are you spending more time than you
need to? What can be delegated? What’s repetitive as a process that you
can find a better process for? Start looking for any areas of waste or
inefficiencies and work to get those areas handled so you can focus on
what’s important.
This then, happens to be one of the key reasons we created the video
campaign product we now offer. We’ve found that sales is a methodical
process that goes through specific steps bit by bit. There are many elements
of this process that are repetitive or repeatable. The sales and marketing
team of most companies are already up to their eyeballs in work so why add
to the workload with things that could be taken off their plate to unburden
them.
The campaign does that. By building these 12 videos that follows the exact
sales sequence, we have essentially taken that part of the sales process off
the sales teams plate and made it into a model that can be sent to the
prospect to nurture them bit by bit and ensure follow up and follow through is
occurring which helps bring in more business overall and leverages the sales
and marketing teams time allowing them to do more.
13

14. Movie Trailers Work
Think about this for a second. Movie trailers are the number one form of
getting you to go see a movie. They run between 1 minute and 2 minutes on
average. They show a glimpse for what the movie will be and use very
effective copy, great visuals and follow a flow that entices you to reach (“I’m
going to see that movie!”)
Business is no different. You have an audience. You have a message that
needs to be artfully composed to create a video that will have an emotional
impact on that audience to cause them to reach (I’m going to call/email this
company.... we need this!”) When done correctly, a video trailer is one the
best tools to drive a response/reach for your company, product or service.
Here’s a question though: how many trailers are created for one movie?
Many! Don’t think for one second that one is enough. You need to be firing on
all cylinders. Present your company, products and services in smart video
trailer pitches from many angles that will inspire interest and reach.
If something works, use it! The fact is that movie trailers work and so do
business trailers. This should be the leading strategy for your business
development efforts not an afterthought. You need to be heavily invested in
trailers for your company and have many of them that pitch the company,
products and services from all angles which are being used all over the
internet.
14

15. Know Your Target Public
If you know your target public, you can know how to control and drive sales.
It's a critical element that most companies completely neglect. While they
may know the broad strokes of their demographic ­that
won't cut it. You need
to know who's buying from you, who you're speaking to and how to
communicate with them.
Your target public will go right into communication with you with interest when
you communicate the right things while ones who aren't, really couldn't care
less. Yet many companies spend hoards of time and money communicating
to the wrong public simply because they have no idea who their target public
really is.
Here's an example:
If I walked up to someone who loves golf and is a Titleist fan who uses Titleist
clubs and golf balls and I said, "did you see that new Titleist putter?...." that
person would immediately go into communication with me with interest and I
could then control the dialogue and direct it as needed. On the other hand, if I
walked up to a Microsoft fan and said, "that new iPhone 5 is gorgeous!..."
they would most likely make some critical remark and that would be the end
of it.
So when developing new business, it comes down to knowing the target
public as a critical element to reducing effort and increasing results. Knowing
your exact target public for your company is a game changer. When you
don't, it's an uphill crawl to try to grow new sales and revenue due to the hit
and miss nature of it. I’m always amazed at how many marketing, PR and
advertising strategies or campaigns occur that never truly take the time to
understand who their communicating to. It’s the equivalent of walking down
the street on a megaphone telling people about your product or service with
the hopes that the right person hears it and comes flocking in.
Focus on the people out there that are already most likely to buy from you.
Every company in the entire world has a target public ­this
I assure you.
15

16. Stay Engaged
This week I’m on vacation with my family and it reminds me of how easy it is
to have people, tasks and cycles fall of your radar or agenda when you’re not
actively in the game. :) I always tell that to our prospects because people
forget how easy it actually is for a prospect to forget about you or just get
distracted by other things in life. They certainly don’t intend to and are not
actively trying to evade you but more often than not, they’re simply distracted
by work or life and you have fallen out of sight for them.
So you need to remind them and ensure that you stay connected with them
in some way. Does this mean you have annoy them and push them? No. It
means that you need to creatively stay on their agenda. Rather than just
calling or emailing saying you’re “following up…” you can send them a video
from your company in a link in an email and say, “I realize you're tied up this
week so I’m sending this short video that you can share with the key people
you mentioned and I will send a calendar invite for a call the following
week…”
The key here is to remind them and ensure your company and products are
firmly insight for them so it gives you a much better chance to conclude the
cycle with them. Remember that you forget about things all the time. Just
think about any time you went to a mall and had an initial interest to buy
something and then decided to walk around the mall to “think about it” and
then became distracted by other things and forgot about the item altogether.
The same happens with your prospects by work and life everyday.
The recommendation is to have a campaign of videos that go over things like
about us, your value propositions, a case study style video, a testimonial
video, a product video, company story or culture video, your basic purpose,
our people etc. It sounds big but it’s very effective. If you have a campaign of
8­10
videos, your sales team will have a whole set of tools to use to keep the
prospect engaged and will have a reason to follow up.
A Senior Focus
16

17. Over the weekend my dad came in town to visit for my son’s birthday and we
discussed business as we typically do and while discussing I was asking him
questions about how their company was doing and he mentioned that they
had revenues around $200M so far for what is still a relatively new company.
His previous business built to $2B and then they sold it. This lead me to the
question of how they did it and what he felt was key. His reply was
unequivocally sales and driving new accounts to grow revenues which then
allows you to do all the other things you want to do but nothing is senior to
that.
It definitely got my gears turning even though I push that item very heavily
here, I realized that I don’t push it near enough and neither does 99% of the
companies I come in contact with. It’s so incredibly easy to get distracted by
all the other areas of a company but if you don’t have a strong sales effort
which includes prospects, sales material, videos, outreach strategies,
websites, sales team, training etc ­then
your growth will be slow if any at all.
It’s time to look at your current sales operating basis and write down what the
existing scene looks like. Then write down what it should ideally look like or
how it would look if you did 10 or 20 times what you’re doing now. Do you
have a large accounts strategy? Do you have introduction products to entice
new buyers? Do you have a strong position and defined target public? What’s
your outreach strategy like? Does your sales team have sufficient prospects
to flood their pipeline? If you acted as a prospect and walked through the
sales process, is everything covered and is the sales team armed with
material to handle your every concern?
If not, it’s time to seriously ramp up your sales efforts. That’s what we do
here. We help augment our clients current sales strategy to drive new
business, revenue and growth through what we do so we make their sales
teams lives a lot easier which impacts the overall company growth.
17

18. Abundance Will Take Care of It
If you're not focused on abundance in all areas of your company, you're going
to be caught off guard by adversity. Things happen everyday that companies
don't plan for and the result is a hiccup or contraction on some level which no
one enjoys. While you're busy focused on day to day tasks, you need to peer
into the future to view possible problem areas and then overcome them
regardless of whether they occur or not.
Things like losing a key salesperson, holiday seasons that cause dips in
revenue, unplanned events etc can all be avoided by simply focusing on
abundance. In other words, think in abundances not in normal and usual
levels. There's safety in numbers.
We always push our company and people to operate in abundance. We
focus on doing and having more than we need when it comes to prospects,
proposals out, videos, sales reps etc and then we drive all of our numbers
forward with intention to ensure we don't miss targets. The truth is, most
people are pretty terrible at correctly estimating the amount of effort
something will take to accomplish a specific target so always ask yourself,
"Is this enough?"
I hear people say things like, "Well, we have a video and it's on our site..." to
which I reply ­“
you need a new video every single month that promotes your
company from many different angles and arms your sales team with an
excuse to follow up with active prospects to get them consistently closed!”
The expense is nothing compared with the income earned from this sort of
action. So think and operate in abundance. When it comes to sales, never let
off the throttle.
Abundance is the very makeup of our Prime Strategy. Things like videos,
elevator pitches, defining the target public, reaches (sales prospects),
copywriting, pitch pages, etc are all included components of the Prime
Strategy. So my suggestion is that we jump on the phone to discuss what
we can do and how we can help drive your fourth quarter results.
Here's a recent quote from a client:
“The Richter10.2 Media Group reach strategy drives 80% of our sales in the
door. There were many other services and processes we tried and would
result in some sales, but nothing like this.
18

19. We have used this to get in touch with the exact target public we are reaching
for and it has 4X our sales in the past 9 months. We continue to drive in new
business and are expanding as a direct result.
Thanks Richter!
RP”
19

20. Alignment
An aligned company is a successful one. By aligned I mean having everyone
on the same page with the same goals and a clear picture or vision of where
you are going, what you stand for and what your message or position is.
Every person in the company should be able to clearly state who you are,
what you do and where you are going as a company. If you can accomplish
this and everyone is articulating the same picture and future vision, you have
alignment and with alignment, things flow well and the company will flourish.
We recently had a meeting with our executive team to coordinate our vision,
position and products further and it truly works magic once everyone’s
aligned. Once the key execs are aligned you can then get everyone else in
the company aligned through a meeting or brief or even better.... a video!
So here’s an idea for you... take your goals or vision or what you stand for as
a company and where you’re headed and create a video that’s meant
specifically for your own people to watch to get them focused, fired up and
motivated and …. aligned.
20

21. Get Them Focused
You know, there's the external benefit of having outward facing material that
promotes your products, services and company to your audience to drive
fresh business and revenue but there's also an X factor that most don't really
consider. Think about this for a second; what's it worth to have your people
fired up? Your sales team reinvigorated and enthusiastic about your company
and it's products or services. We all know that the first step in selling
anything is to be sold yourself so it would lend to the idea that the first thing to
do to drive revenue is to sell your people. Get them energized and excited for
the new year.
Let's face it, most come back with a Christmas hangover after January 1 and
the remedy is to get them focused. Get them excited about 2014 and their
future. That enthusiasm is contagious.
So keep in mind that when you create a new video that communicates your
message to your audience making your company and it's products
irresistible, it also reinvigorates your people. The very first thing to do with the
video is to show your people and specifically your marketing and sales team
to give them a shot in the arm that reminds them why your company is great
and remind them why they need to go hard to sell to your prospects and
clients.
This is one of the quickest ways to drive new sales revenue from a video
project before any email is ever sent to promote the video to your audience.
Just showing it to your people will drive morale and boost action which in turn
will expand revenues. Works like magic.
21

22. Finish the Race - No Matter What
When I was a kid, I was a fast runner and loved to race. I raced my dad one
day and he was beating me …. so I stopped. He crossed the finish line…
won the race, and then came back to tell that I must never ever ever stop
running. Anything can happen. The other runner could trip and fall or take a
misstep or get winded and I could catch up …. etc, but never to stop running.
Finish the race no matter what. I never forgot that.
To this day I still apply that lesson. Even if we’re behind target, I keep running
and keep the integrity of our goals in sight and pursue them. The important
thing isn’t hitting the target or winning the race ­it’s
that you went all out for it.
That’s what matters. Sometimes you’ll hit it, sometimes you won’t but the key
is to go for it.
I’m still a runner today and have a monthly target to hit 100 miles for June. I’m
a touch off pace and three times had the thought cross my mind that ... “if I
hit 90 miles, that’s pretty good…” or “I don’t really need to hit 100 miles…”
and each time I’ve corrected my thoughts on it and re­focused
on the target
to go for 100 miles. It’s incredible how easy it is to mentally give up on a
target.
So my message is this, it’s the end of the month and quarter ­stay
focused
on all targets and push them through. Then, make new ones for Q3 and go
after those. Hopefully this helps inspire action toward your goals and targets
for this ending quarter and for the new one coming.
22

23. Making Informed Decisions
A big part of selling is helping your prospect make an informed decision. It's
pointless to spin your wheels and spend hours trying to convince a prospect
through emails and calls if you haven't taken the time to send them material
that will help give them enough knowledge to make a decision.
Think about any decision you ever made. Did you have the knowledge prior to
making it? I'm assuming the answer is yes. And now, think about any
decision you were going to make but didn't have enough knowledge. It made
you stall and delay the decision right?
So, to help expedite the process and get your prospects to make a decision,
arm them with knowledge. This can be in the form of a PDF, case study,
video that clearly explains the product or service etc.
23

24. Know Your Target Public
A big part of sales has to do with knowing your target public. A lot of people
get this confused with demographics or think that it’s the same thing ­it’s
not.
Target public is who ideally aligns for your company based on past
successful clients. Demographics tells you who has been doing business
with you and it’s a broad scope range such as women from age 20 to 40 etc.
Target public is who’s right for you.
So for the purpose of really building your sales and company, demographics
are useless. Not all clients are good for your company and truthfully, the ones
that are not right and cause problems or are a abrasive within your company
­you
want to get rid of as fast as possible.
When you identify and focus on the target public, good things happen. Your
products and services will get better by catering to the needs and wants of
the exact right clients. Your company and people will flourish because you’re
taking on the clients that work and mesh well for your company. Your sales
and revenue will soar because when you only focus on your target public it
becomes effortless.
When crafting a video or working with our clients on our strategic relations
program, we obsess about target public. We get our clients focused on
identifying who their target public is and how to communicate with them
because we know that by doing this, our services become a heck of alot
more effective and we tend to look like magicians in the process.
24

25. Are You Irresistable?
When looking at your company, message and products or services, the
question to ask is; are you irresistible? In other words, is the overall message
and position of your company and products so strong that it creates a
gravitational pull with your target public that they can’t seem to resist?
That’s the bar. That’s where you need to go. Sales can become a natural
course of action and a sales team can essentially become order takers if
your company and products are irresistible. So the mission then becomes,
how do we make our products, marketing and our message so good that it’s
at that level?
Work with and from that goal and you can’t lose.
Think about other companies or products that are absolutely irresistible to
you. When you think of them you’ll probably find that you want to either buy
their products or work with them or partner with them or be associated with
them in some way because you feel drawn to them.
A lot of this starts with a great product or service but also keep in mind that a
lot of it has to do with incredible communication, position, marketing and
message. You want to invest a lot in becoming irresistible because it will fuel
sales and revenue that allow you to make your company, products and
services better and better so you can reinforce that position.
Here, we work to make our clients irresistible through the copywriting, video
trailers, case studies, message, elevator pitches, positioning etc. We always
work with this goal in mind. We want the clients company to be irresistible so
sales becomes effortless and most of that irresistibility is derived from
communication in some form which we happen to specialize in.
25

26. Battling Noise...
I had a call the other day with one of our new strategic relations clients and
we we’re discussing their existing sales and marketing strategy and it was
apparent how much confusion there was as it related to their strategy. Just
hearing the client talk about their clients, audience, approach and all of the
details related to their existing scene, it was amazing how fragmented and
disjointed it all felt. They’ve been around for many years and are well into the
double digit millions in revenue but the amount of effort that needed to go into
landing new business and the level of confusion related to their strategy was
significant.
It reminded me how much noise and confusion there is these days with
things like social media, constant pounding of ads, email traffic, sales teams
trying to hunt for prospect and deals, lack of strategy, new websites needed,
marketing approaches and on and on. The average company has to try to
make sense of all this noise and develop a clear and workable sales strategy
that uses the least amount of effort and creates the biggest impact to drive
strategic revenue. But that’s a nearly impossible task with all the ideas and
noise surrounding marketing and sales these days.
So while it can feel like a sea of confusion, I assure you, there's a calm,
focused and sane approach to developing new business that strategically
grows revenue. We help clients every day implement and apply these
methods with what we refer to as our strategic relations program. We’ve
created what’s arguably the most focused, workable method to develop new
business that’s ideally suited for your company. We’ve combined all the
ingredients like research, creative assets, communication strategy and
relations work to develop strategic business for our clients companies so
they can spend time catering to the right clients and focus on growing their
company strategically.
We just completed what we refer to as a “process flow” video for our
strategic relations program so if you’d like to learn a little more about what we
do and how we bring a drop of sanity in the storm of confusion to your
strategic growth efforts, shoot me an email and I will send the video link
along.
26

27. Be The Prospect
Communicating your message in a way that really impinges with a prospect
can be challenging.
It so easy to communicate from the origination point of your company. In
other words, because you’re excited about your company, it’s products or
services, you end up wanting to communicate all about it along with benefits
and anything else you can fit in that will make you sound better. It’s really hard
to hold back from doing this.
Everyone is trying to talk about why they’re great and why they’re better than
the competition and so on…. but this approach often loses sight of the most
important aspect, the prospect.
So you need to “be the prospect”. By that I mean, really work to take on their
viewpoint and work to be them, to see from their eyes. What would they need
if you were them? What will communicate to them?
We tend to obsess over this viewpoint here for our clients with every
communication we craft. It’s not always easy but the results are far superior
to what’s typically crafted by most.
Communication should be tailor made to a specific audience or target public.
27

28. Before You Do Anything...
We have hundreds of phone calls with clients and prospects alike that come
to us for communication related work such as our videos and frequently the
prospect or client has ideas about what they want to have the topic be for the
video. In other words, they’ve been talking to their sales team and have
concluded that because of some of the barriers the sales team is running
into… they’re going to do a video that talks about benefits and explains the
product or service. Now… this sounds logical for sure…. only…. it’s
addressing the problems the sales team is having handling the prospect
which certainly may be a training issue but who does the video then become
for? The sales team. But who is it supposed to be for? The prospect
(viewer).
So with that, you end up with a video that is decent but not one that
communicates the exact message to the prospect that will get them to reach
or help close the sale. Instead, you have a video that handles the objections
or questions or misunderstandings and the prospect goes on their way.
What’s truly needed is to obsess over who is actually watching the video.
Who is clicking play. Why are they watching it? What are they trying to
handle or what do they need or want. Lets not waste their time. We need a
concise message that resonates with them in simple terms and causes an
urge for them to reach out (call or email) while being mindful to not address
and handle everything so they have no reason to.
So while crafting a video seems simple enough, keep in mind that the
copywriting can change the effectiveness from something that is pretty good
to something that works like magic and it all revolves around who you’re
communicating to and how well it’s done.
So with that, we would love to obsess over crafting a really impactful
communication for you that will truly work to help handle what your sales
team is trying to handle making everyone’s (including the prospects) lives
better.
28

29. BofA Uses Them...
I logged on to the Bank of America site the other day and noticed a button at
the bottom that said “Better Money Habits” with a video play icon and so I
clicked it. It lead to a site that was filled with whiteboard style animated videos
that educated people about money.
We’ve found that using the whiteboard style animated video is a winner for
explaining a concept which either educates or sells or both.
Visuals help sell a concept and many people tend to need help visualizing
what you’re describing in sales. It’s fine to talk to people over the phone or
send them an email to read but there comes a time when you need to show
them in some way so they can get the idea visually which helps sell them.
Most people are quite visual which is why this works.
29

30. Business Doesn’t Stop
Although many vacation through summer… the fact is that business doesn’t
stop moving. It can’t and won’t wait for anyone.
Your company and it’s message needs to be in front, top of mind, working to
sell your company and its products or services…. even while you’re not
there.
That’s where we come in. We’re here to ensure that our clients have their
company in front of their audience at all times. And during the summer
months, it’s truly not the time to ease off the pedal ­it’s
a time to triple the
efforts so there’s no lull.
Here, we don’t agree with the concept of “peaks and valleys”. It tries to make
reasonable sense or excuses for why the numbers go down. We don’t. We
remind our clients to push ahead, triple their efforts and stay ahead
because…. we care about their growth and are unrelenting about keeping
their numbers up. Factually, the better they do, the better we do. So we’re all
in it together.
So let’s push your growth through summer. Yes, you may be on vacation.
Yes, they may be on vacation. But business doesn’t stop. Sales still need to
happen and efforts need to increase through summer.
30

31. Campaign Like It’s For an Election
With the elections coming up I’ve been driving around lately and noticing all of
the signs and promo for candidates in the running which made me think
about the level of promotion that’s really needed to get attention.
From what I observe on a day to day basis with various companies, it’s clear
to me that most companies do not put enough emphasis on their promotional
strategy. Think about a political campaign for a second and imagine if you
took your strategy to that level. Constant outflow and constant attention that
gets you noticed, talked about and drives your sales and revenue. The
political campaigns use signs, billboards, online ads, videos, emails, TV
commercials, TV interviews, magazine interviews, 3rd party interviews,
social media, blogs, etc
So when creating a strategy for your company, you should think of it in large
magnitudes like this that will really get traction. Sure it costs money but it
makes money too.... more than it costs if done correctly.
Keep hammering your promotional strategy to get the word out about your
company and it will pay back tenfold in the form of sales and revenue.
We would love to help so get in touch to discuss our Prime Strategy or
Videos.
Here’s a recent client commment about our Prime Strategy:
“The Richter10.2 Media Group reach strategy drives 80% of our sales in the
door. There were many other services and processes we tried and would
result in some sales, but nothing like this.
We have used this to get in touch with the exact target public we are reaching
for and it has 4X our sales in the past 9 months. We continue to drive in new
business and are expanding as a direct result.
Thanks Richter!
RP”
31

32. Communicate… A Lot
It takes a lot of communication being sent out to result in communication sent
in to your company. Nature of the beast I suppose. So with that in mind and
being that this is the beginning of a brand new month, you need to ensure you
have a communication strategy that has sufficient floods of communication
going out to your target public this month to result in new interest, sales and
ultimately revenue. Hitting all time highs in terms of sales and revenue
doesn’t just happen ­it’s
caused.
A large communication strategy will help drive new business and current
business and will help ensure that May is a successful month. So be thinking
in terms of:
● Sending effective email communications to your mailing list and
schedule them out for the month
● Having your sales team send email follow ups and ideally a video or
several videos that communicate your message and value
proposition
● Sending active communication to your social networks to post videos,
updates, news, messages, client successes etc
● Reaching out to brand new potential clients to make introductions
● Sending out PDF’s or case studies to current prospects in your
pipeline that help move their interest forward
● Send a press release out for May to update the public on recent news
● Ensuring new blogs are created weekly or daily and posting them on
social networks as well. You can also post your videos to your blogs.
This is just to get your gears turning here. Mass communication going out to
your target public will absolutely help drive new sales and revenue so ensure
for the month of May that you’re team has a communication strategy and is
doing it daily.
As always, I’d recommend having several well crafted videos that
communicate your message that you can put in the hands of your sales and
marketing team to get out broadly and keep posting to grab the attention of
32

33. your target public. It flat out works!
33

34. Distraction is the Enemy of Growth
Distraction is the enemy of growth. In other words, when you can’t focus, it
hurts your ability to grow at the pace you want or need. This infects all areas
of the company. We chant the beat of “focus” here in everything we do and
look to snuff out distractions when we find them.
While this can be applied as an overall management rule throughout the
company, this also seeps into your messaging and sales strategy. When
creating a sales pitch or messaging for something like a video, you need to
be able to stay focused. Know and select one target public with a specific
goal of the message to that audience. Don’t attempt to add in everything you
do in one pitch or try to communicate to many audience in one message. Get
focused.
The more focused you are, the more effective the message or pitch. You
need the audience to feel as though you’re speaking to them.
So I’d advise that you stay aware of distractions in your messaging and sales
strategy and if found, work to cut out anything that distracts until you’ve
accomplished something that is focused and by doing so, you will see the
effectiveness increase.
34

35. Doing the Basics
It's quite astonishing to me to see how often the basics are dropped out and it
tends to crash the stats. In other words, basic actions that are known to be
successful and that lead to new business consistently tend to be forgotten
and simply neglected.
In sales, basics include things like:
● Making a detailed lineup of active prospects for the week
● Setting up and having discovery calls
● Sending proposals
● Sending follow up emails
● Following a process and executing next steps
● Using effective material to sell the prospect such as videos, PDFs,
websites, articles etc
We know these to be successful and yet, they get dropped out or forgotten.
So, it's key as one who's in sales or one who manages sales to have a
checklist or system to remind you of the basics and ensure everyone sticks
to it... religiously.
Success in driving revenue involves pushing all successful actions at all
times and consistently. Being that we're in the business of driving sales and
revenue for our clients, we tend to study and obsess over what works, what
does and how to maintain and expand successes.
One thing we know for sure is that a steady flow of fresh content needs to be
going out and being put in front of your prospects if you really want to drive
sales consistently. Video is arguable the best way to do this these days. The
truth is, prospects have become a little lazy or impatient or perhaps they're
just overwhelmingly busy so it results in them being antsy and not wanting to
read content on your site or anywhere else but they will watch a video. In fact,
it's one of the most likely things they'll do.
With a really well done communication and aesthetic delivery, your chance of
getting their attention and interest is very good.
So I say all this for two reasons, 1. keep the basics in and 2. create smartly
crafted video pitches, demos, overviews, case studies, testimonials etc that
you can get in front of your prospects consistently.
35

36. Don’t Chase Success… Chase Greatness
I read a quote about Mark Parker, the CEO of Nike, that he had a phone call
with Steve Jobs and asked advice for how to improve Nike and Steve's reply
was this, “Well, just one thing,” said Jobs. “Nike makes some of the best
products in the world. Products that you lust after. But you also make a lot
of crap. Just get rid of the crappy stuff and focus on the good stuff.” Mark
waited for a chuckle from steve but he didn't laugh. He was serious. And he
was right.
I think this is true for any company or any position. People lose sight of it
along the way but the level of your craft and caliber of the products you
produce is everything. I see a lot of people and companies chasing
"success" which I feel is misguided. If you chase success, as in just revenue
growth, profit etc, you end up with a revenue hungry, passionless mediocre
company. Focus on chasing great. Start with great products and work
through to attain great talent, great marketing, great sales and a great
organization.
It's easy to market or sell a great product. In fact, they nearly sell themselves.
It's hard to market and sell a crappy product. Very hard. It's tough to get your
heart in it and your people behind it. Focus and work to only accept great
products and marketing and sales becomes a real joy. It's filled with passion
resulting in messages that are irresistible.
Here at Richter, we constantly critique our products and continue to push
ourselves to only have great products. Nothing less. It's a constant evolution
with a bar that keeps raising. While it can frustrating to continue to tighten
standards, we know that everything else revolves around and counts on great
products.
So we're here to communicate your great products to the world to make
them absolutely irresistible by ensuring that our products are also great in
doing so.
36

37. Effort Has Increased
In the current and coming months, November, December and January,
people tend to check out a little mentally. They get into the holiday mode and
things tend to get delayed, people drag their feet or operate in a more
distracted fashion.
Every year it also seems that companies fail to predict this trend and fail to
take the correct amount of effort to offset it. For example, if you went to a
basketball court and shot hoops everyday on a 9 ft net and could hit virtually
every shot and one day I changed the height to 10.5 ft and you maintained the
same effort you were taking for the 9 ft height.... it’s easy to see that you
would miss a lot of shots.
In other words, you can’t take the same amount of effort in times during the
year when the effort required has actually gone significantly up. Make sense?
People talk about it being slow around Thanksgiving and Christmas but
what’s really happening is that the effort required has gone up and they have
not increased their efforts to match the amount required and so things seem
“slow.”
So take a look at how much effort you realistically need to take between now
and the end of January to blow through the end of the year with strong
numbers and start the new year off right.
Juice up every outflow and sales related activity like crazy and you’ll be
thankful you did by Thanksgiving, wishing seasons greetings to all the new
business you’ve created by Christmas and setting a new resolution to do it
again in the coming year by New Years.
37

38. Excitement Fuels Sales
If you can excite a prospect, you can sell them or at the very least make the
sale a lot easier. But how? By communicating to them and about their
company, product or service. Get them visualizing how their company,
product or service could be better. Discuss ideas about their company,
product or service for the future or how it could be improved with your
products or services.
The prospect only cares about their problem or ideas or challenges they’re
trying to handle. They’re speaking to you because they feel there’s a chance
you can help. Your job is to get them excited about their company, product or
service while showing them how your company, products or services
remedy their exact problems to create alignment.
When we write copy for a video, we focus on the viewer who will be seeing
the video. We write the copy to impinge on the viewer to get them excited
about their company, product or service so they recognize how your
company, products or services will be exactly what they need.
It all boils down to effective communication and how to correctly address the
prospects needs or wants.
So arm your sales and marketing team with video trailers that communicate
to your audience to get them excited and fired up which will cause them to
reach (call or email) and help fuel your sales.
38

39. Follow through…
One of the biggest barriers related to sales is follow through. It plagues both
sales and marketing teams. Because the marketing folks work like crazy to
get quality leads and then the sales team needs to see those through from
start to finish to conclude sales.
Only, many times the follow through doesn’t happen. Why? Because the
team gets distracted, is unorganized, moves on to other things or is not
armed with tools that will help them enlighten and sell the prospect from start
to finish, so they run out of gas and just let it drift off into the darkness….
This costs companies a fortune in lost opportunities and revenue.
We’re here to prevent and stop that from happening. Our job is to help you
get the tools your team needs such as videos, that will help sell prospects
and arm your team so they can use these tools to follow­up
and follow
through on the active cycles.
So when you’re considering budget as it relates to creating a video project,
also consider how much is currently being spent and lost from lack of follow
through on active cycles. You’ll see that having really strong communication
tools is one of the best investments you could make.
39

40. Fresh business
When viewing all areas of the company, it’s obvious that every single division
and component of your company is critical but ultimately, none of it really
matters unless the company is bringing in fresh revenue in high enough
volume to pay for the overall company and help it grow.
It’s not everything but it is a critical focus and without it, there’s no company,
products or services whatsoever. We’ve built Richter around the mission of
driving new fresh business for our clients that align with their company
strategically. We focus on two key things, knowing everything about our
clients target public and then crafting the best communication possible to
impinge with that audience and help drive new business. But with our
strategic relations program, we cultivate the communication to what we call a
“reach” and essentially walk ideal candidates through our clients front door.
We’re not concerned with volume here, we focus on precision. In other
words, when you look at the companies that are best suited to be a client for
you and you know you need to get to them but aren’t sure how, that’s where
we come in. We handle this component for our clients to essentially be their
ideal relationship maker. There’s a huge amount of ideal clients out there for
your company but you need to know who they are, how to get to them and
how to get them interested so they’re reaching and are ideal sales
candidates ­which
is what we do.
40

41. Get Focused
The concept of focus is a very powerful one and one that I feel needs to be
used quite a bit more in most businesses. It’s challenging and takes
discipline to use but powerful when applied. By focus I mean getting all areas
of the company to have laser precision on what it is or what they do or what
they sell or what the message is etc.
This can be applied across a company to make it better. Here’s a few ways:
● Getting your products or services more focused so you only sell the
best ones and get rid of any that are not that workable, helpful or
profitable
● Getting the sales team focused to make them specialized and only
have them sell a focused product or service. You’ll see dramatic
improvements by doing this.
● Making your marketing focused to a very specific audience that
communicates solely to them and no one else.
● Crafting your message to be focused to a specific audience about
specific products or services that is completely crystallized and
clearly communicates.
● Deciding on and focusing your efforts on who you sell and who you
need to pursue rather than trying to go to anyone and everyone.
● Getting all of your people in the company focused on exactly what
they do, what their role is and what their end results need to be for
their area so there’s absolutely no confusion on what they need to
work on day in and out.
These are just a few examples to show that focus applies across the board.
I’m fairly obsessed with this topic and have found that getting a company
more and more focused helps drive expansion and success. It’s a strange
thing because people tend to think that … “well, if I had more products to sell,
we would bring in more revenue...” but experience tells me that this isn’t the
case. Less products that a company puts all of their creativity and talent
behind to make them world­class
is actually a more profitable and successful
strategy. Salespeople that only sell one thing as opposed to 5 different things
is a more successful strategy. Marketing that communicates one message is
41

42. better than 5 messages jammed into one..... etc
That’s a big part of what we do here at Richter. We get our clients focused,
we make their message focused and by doing so, we help drive their sales
revenue.
42

43. Get In Their Head
It can be exasperating trying to get your prospective clients to understand that
what you're offering is completely in line with what they need enough so they
do in fact buy. But a big part of the problem is that a lot of companies are
beating the drum for their companies, who they are, what they do, how long
they’ve been around, the benefits of the product or service and so on…. and
the prospects are being hammered with this from many companies at all
angles, not just from you.
So the focus needs to change. You need to really plant yourself in their
shoes. Who are they? What are their needs or wants and motivations or
problems and why? When communicating, you need to adopt their view so
you can imagine receiving your communication as them and this will give you
a better idea for how to communicate to them.
It’s certainly a challenge and one that we obsess over daily.
So while it appears that we produce videos here, the reality is, we develop
communication strategy that comes in the form of a video because video is
the chosen platform these days to view messages and is the easiest way to
spoon feed that message to your prospective clients in a way that will make
them reach (call or email).
43

44. Go To Them
When your audience is a higher level position like the VP or C­level,
you can’t
wait for them to come to you rather you need to go to them. Why? Because
they aren’t searching. Think about it for a second. This is a very busy group
of people that are focused on their daily objectives and typically aren’t online
searching for products or services to buy or invest in.
There’s a lot of strategies that promote improving your search results, ads,
etc but if your audience isn’t typically searching then it becomes wasteful or
pointless.
You need to go to them. Find the audience and reach out directly to them to
get their attention. They may have the exact need for your product or service
but aren’t specifically searching which requires you to directly reach out to
them to make your product or service known.
Our audience is solely focused on key executives or key people so we know
that we need to go to them. We use things like video to communicate our
value proposition in a clear and simple way (and short way so we don’t waste
their time) in order to spark their attention and get them engaged. It works....
well.
So first identify exactly who you are trying to get to and then craft a video that
communicates to them in a simple but clear message that will entice their
interest. Being that you're most likely not going to catch them on an elevator
these days, this is the online equivalent and the pitch will be more refined
through video.
44

45. Graphics Are Worthless
Ultimately graphics are worthless…. without effective messaging. Strong
statement, but true. It’s easy to get caught up in the visuals or animation of a
video project and lose sight of the copywriting that forms the message itself.
The visual work of a video is meant to hold the attention of the viewer while
the message sinks in. If the message is poor, the visuals will simple entertain
and nothing will really happen from the video as a result. On the other hand, if
the message is really strong, the visuals will hold the viewer's attention while
the communication woos them to take action.
So never underestimate strong copy. Ultimately sales is in fact just
communication. Great communication to an exact target public will move the
needle. This isn’t to say graphics or visuals don’t matter because they really
do, but without incredible copy…. the effectiveness dramatically decreases.
45

46. Here’s What We Know
Here’s what we know about sales ­it
takes a heck of a lot of follow­up
and
follow through in order to make things happen. Why? Because people are
busy, distracted, overwhelmed, not totally sold, have other things to attend to
….. and the list goes on.
But it doesn’t mean they don’t need your product or service and aren't
interested. The truth is, most salespeople seem to fall off the face of the
earth after 2 to 3 attempts to communicate with a prospect.
When the prospect doesn’t reply, they chalk it up to reasons like “it’s dead” or
“they're not qualified” or “they must not have a need right now” and so on.
These reasons only really work to serve the salesperson so they feel better
about stopping there and not continuing with the cycle. But there’s still a lot
more work that needs to be done.
To help support sales and help remedy this issue, we created our campaign
strategy. Here’s the latest video in a series that explains what it is:
http://vimeopro.com/richter10point2/video­campaigns/
video/101248090
The bottom line is, there’s a lot of sales revenue left on the table because
sales teams often don’t follow­up
and follow through at the level required,
which the campaign helps arm them with tools and organizes the process so
they’re ready to persist through the cycle, helping them capture the sales
revenue that was previously lost.
46

47. How Does This Relate to Me?
Yesterday I had a sales call with a company that was presenting an online
platform to me that is meant to help manage a company's analytics. Prior to
the call I watched their video and the thing I noticed was that the entire video
was showing the platform and it’s benefits and attempting to explain using
jargon terms that, if the viewer was not clear on what they meant, caused the
viewers eyes to glaze over ….
I then had the call with the sales rep and it continued along the lines of what
their platform can do and it’s benefits and features and I couldn’t help but
wonder, how this relate to me and is this company actually closing sales and
making money from this pitch? I then asked the sales rep to walk me through
how this actually relates to me… which he couldn’t necessarily do.
This isn’t to rant about that company. In fact, it’s a great company and they
have a great product but they have a communication problem. While on the
call, I was visualizing how I would tell their story to their audience to actually
show a real life setting of a real company using their platform to manage their
day and make their company better. They had a case study of a company
that found $250,000 in lost revenue so I would incorporate that story to really
impinge with the viewer. Because the only thing that matters is the viewer.
Your audience and what their problems or pain­points
or motivations are.
When you're crafting your communication strategy, you need to obsessively
focus on them. How does your company, products and services relate to
them? The more time you spend on answering and delivering
communications related to that question, the easier sales will become. Don’t
rant about your product and it’s benefits or your company on and on and don’t
pitch right out the gate without taking the time to get to know and understand
your prospect (audience). Commit to understanding them and clearly
articulate how your product or services relates to them and then deliver your
message via things like videos and your sales pitch in a way that is
completely tailored to them and you’ll see your sales numbers improve.
47

48. I’m Busy...
I find it interesting how common some phrases come up in sales like “I’m
busy... not a priority right now.... next week..... follow­up
next quarter..... not in
the budget.....” but truthfully, all of these statements are a bunch of baloney.
You know it and I know it and if you realized that your competition says it too,
well, you’d be in a position to take advantage of it.
In other words, let your competition use stall tactics, delay projects, add time
into every equation, delay, procrastinate etc ­but
don’t do it yourself. Be swift.
Act fast and get things implemented immediately that are going to help drive
the business forward.
Otherwise, when you push things off because you’re “busy” you miss
opportunities which slows your growth or tends to bottleneck your work
making you all the busier.
Heck, we’re all busy. I haven’t met one person who isn’t these days. It’s how
you take advantage of situations, how you mold time to fit your needs and
how to be efficient to out­pace,
out­smart
and out­work
your competition that
counts.
So now that we got that resolved and out of the way, I’d like to sell you a video
that will drive fresh interest to your sales team because they need it! Just go
and ask them if they would like a video that helps them pitch and sell your
products or services and I can assure you the answer will be resounding
“yes”.
48

49. Intention Drives Sales
Almost more than anything else, intention drives sales. You have to intend to
sell something and you have to intend for your prospect to buy. Part of that
intention comes in the form of communication. When you communicate with
your prospects, the intention needs to come across to them and strike them
in a way that grabs their attention.
The dictionary defines intention as: “an act or instance of determining
mentally upon some action or result.”
So with sales, you first and foremost have to intend to sell your audience and
from there your communication needs to come across with intention that
results in action.
The question then is, does your current communication (website, video,
emails etc) come across with intention that results in action from your
audience? If not, then we have some work to do.
We tend to be obsessed with the topic of communication here and we’ve
gotten pretty good at it over the years. If you feel you need to ramp up your
communication efforts in a way that delivers your message with intention and
gets your audience to take action ­lets
have a call. It’s all we do all day,
everyday around here....
49

50. A Drop in the Ocean
I think we can all agree that the internet is the equivalent of an expansive
ocean that never seems to end. So using that as the analogy for getting
attention for your company, I would then state that you can’t toss pebbles on
one side of that ocean and hope to make an impact.
Being that it’s such a big place it requires sufficient action to gain attention
and traction. Of course, you don’t want to take any action willy nilly. You need
to be strategic and efficient.
So here’s a few recommendations:
1. Define who your target public truly is. In other words, who are you
going after.
2. Do some research to understand where they’re located online.
3. Survey them to understand what their pain­points
and motivations are
as it relates to your products or services.
4. Create videos or other tools to communicate to that target public
where they spend time online.
5. Focus your time and energy on staying active in the places your
target public is online rather than aimlessly promoting anywhere and
everywhere to be efficient with your time and resources.
50

51. It’s a Process
There’s a line in the movie Moneyball where Brad Pitt is coaching the team in
the locker room and he says, “it’s a process..” This is true in baseball and it’s
true in business and very true in selling. It’s a process.
With everything, there’s a sequence of steps you have to go through. Your
job is to control each step as well as you can and handle them expertly to
provide the prospect with the information needed so they become
enlightened, excited and sold on your company, products or services.
So then knowing that it’s a process, you need to know the sequence steps in
that process and ensure each one is handled fully toward concluding the
cycle.
After years of studying the sales process combined with our communication
work toward a given target public, we married the two up to create the
campaign product. The campaign is a series of videos that follow the
process to help the sales team handle those steps fully so each step can be
done leading the prospect to being interested, informed and ultimately, sold.
51

52. Waiting Solves Nothing
It’s a new year and we all have a lot to get done. It’s relatively easy to fall into
old habits and delay critical moves that will take your company further into the
future so I wanted to send a quick message to encourage you to keep your
sights firmly planted on your goals for 2013. What’s urgent to you? Are you
correctly estimating the amount of work and time needed to pull off your
targets?
In terms of using things like video, if I had it my way, our clients would do no
less that 12 videos this year (one for each month) because I firmly believe
that they will make well more than what the video costs and the amount of
attention they would get from the videos and uses are valued much higher
than the cost.
Just imagine for a second if you armed your marketing and sales team this
year with 12 new videos that communicated the story of your company,
details about specific products, announcements for events, a trailer about
working at your company for prospective new hires, a quick 30 second pitch
that spikes attention, a 2 minute explainer whiteboard video that walks
someone through your product or service.... and so on.
The impact of that level of outflow and promotion would greatly impact your
inflow and bottom line for 2013. Check any latest movie coming out and you’ll
see that they have no less than 4­5
trailers or teasers for it. You need to think
big and act big to make a dent. The internet is a big place. It’s easy to get lost
or drowned out by the noise of it so take big action to get big attention and it
will pay off big in 2013.
52

53. Know The Public
Let’s say you drew a triangle upside down. So, wide part at the top and sharp
part at the bottom. Then you drew sections in the triangle to break down
things related to marketing material, outreach, leads, qualification and sales
as steps. Most companies operate this way. The focus gets narrower and
narrower toward the bottom and the step before sales is qualification after
leads have come in.
Now, flip the triangle the other way. Point at the top and broad base at the
bottom. Target public should be the first section. From there, you can do
research, material, messaging, reaches and sales. Think about it for a
second. If you don’t do your homework upfront, you’re potentially wasting
enormous amounts of time, money, energy and resources doing it the other
way. You need to know your target public as objective number one and from
there, you can know where they are, what to say to them and work toward
selling them thereby cutting the waste and executing a focused and effective
approach.
Whether we’re creating a video, campaign or executing our strategic
relations program, we’re always addressing it with this approach.
Qualification is not second to last…. it’s first.
53

54. Know What Wins
Do you ever inspect your numbers or stats to see what's working? It's an
incredible process and it reveals key data that will help you build a winning
formula.
About a week and a half ago I was thinking about the weeks when we had our
highest ever weeks and started to ask myself questions related to those
weeks. Questions like, how many times did we hit above a certain number
which made our highest ever? Who sold the most? Why? What did we sell?
Where did the revenue come from?
I then started to dig up our data to find out what weeks we hit a certain range
or better. We keep each week on a google doc spreadsheet that we then turn
into PDFs and save. So I found those weeks and then looked at the data to
see if I could find commonalities. I did.
I then took those commonalities and made a basic profile for our best week. I
then reported what I found to our executive team and our sales team to make
it clear for them so they could put their attention and focus on doing the
things that would lead to our highest ever week.
I kid you not, the following week, we went on to produce our second highest
ever week. I was blown away.
So I thought I would share this little tip with you to do the same.
We then want to play a role to help you with your winning formula by crafting
strong communications through our videos or a full campaign or our end to
end strategic relations program all focused on pushing your strategic revenue
and growth to much greater levels.
Hope this helps. Have an incredible end to your July.
54

55. Lack of Follow Through
Often I’ve observed that prospects don’t become clients simply because
there was a lack of follow through on the part of the salesperson. If there
were 10 steps to go through in order to sell the prospect through the sales
cycle, the salesperson only really executed 4 or 5 of those steps.
To me, this is one of the most wasteful areas in sales and results in a lot of
lost potential business for a company.
Often though, the sales team is not armed with tools that help organize the
process and that assist them to follow up and follow through. So, they get
distracted by new cycles or opportunities and with prospects that are active.
So this ends up creating this enormous amount of lost potential business that
builds and builds unless addressed.
We created the campaign to help handle this issue. The truth is, most
salespeople don’t really have the time, attention or organization ability to
ensure that these prospects are not lost. So the campaign is a series of
videos that helps ensure the follow through is done and continues to stay on
the prospects radar to enlighten and sell them bit by bit.
55

56. Let It Do Some of the Heavy Lifting...
We all know sales can be a tough game and if sales are down, revenues are
down and revenues are arguably the most important part of your business.
So part of your role is to make sales easier and faster. The more you cater to
your sales team to make their job easier, the bigger payback you’ll get. You
shouldn't have to rely on a team of rockstar salespeople to handle everything.
Load them up with ammunition and tools that does part of the selling for
them.
Take a company like Apple for example, they've done a brilliant job with their
videos to communicate the emotional appeal of their products. They've done
such a good job that they've turned their sales team into order takers rather
than having to actually sell something. I don’t see too many people in the
Apple store hard selling anything. :) Of course the products are great but
that’s not enough. The communication and marketing of those products
needs to be equally brilliant.
With fantastic videos, not just one but many that communicate your products
or services in an aesthetic way with a powerful message, if done correctly,
will do a lot of the selling for you making your sales teams life easier which
then drives revenue.
You need an arsenal of beautifully crafted video trailers that communicate
your message. Here's a few questions to ask yourself to help you think in
terms of messages that need to be communicated:
● To demo your product or service
● To pitch possible new employees for recruiting purposes
● To thank your new clients for their business
● To handle a specific barrier or objection your sales team is hitting up
against
● To pitch your company, products or services in an enticing way that
elicits reach
● To provide a 30 second message that’s used to open up initial
conversations
56

57. ● A case study to highlight your value proposition
57

58. Make the Communication Count
We’ve all experienced in sales where you’re trying to communicate with a
prospect and they just sort of…. neglect to communicate back. It’s certainly
frustrating but what’s the real issue here?
The issue is that your communication is not penetrating. You’re not hitting
home to address the prospect in a way that sparks their desire to
communicate back.
I can’t tell you how many times I’ve seen a salesperson communicate along
these lines: “Hi John, I’m following up to see if we can get this started…. let
me know…. call me back thanks!” This sort of thing just doesn’t hit home and
misses the reason they're not communicating.
So when you’re stuck with a prospect, go all in on the communication itself.
Put your heart and soul into what’s being said and hit them with an
emblazoned passionate email or call that shows you’re taking an interest in
them and that you care. You need to imagine what’s happening on their side
and preemptively work to address that in your communication.
If done right, the prospects will get back into communication with you.
Using a video link in this kind of email is a great way to improve the
effectiveness of the email itself as well. If you arm your sales team with
videos that cover key points in your sales process, they can use the videos
along with strong emails as suggested here and you’re sure to see their
prospects in better communication with them while also making the process
easier overall.
58

59. Making Stories
There’s a funny thing that goes on in sales…. the salesperson will make up
stories for what’s happening on the prospects side. Let me explain. The
salesperson had a great call with the prospect, worked the cycle along well
and then the prospect is slightly (or a lot) out of communication with the
salesperson. Here come the stories…. The salesperson then starts to create
the scene for what’s occurring on the prospects side. It may go something
like this…. “Well, I called the marketing director and she needs to get
approval from the CEO and she said he’s traveling this week so he’s
probably out with his family and he probably hasn’t even looked at his emails
or checked his voicemail let alone seen the proposal I sent over to her that
she was supposed to present ….” I’m sure you’ve seen this before. :)
Am I saying that the above isn’t possible or realistic? No. But you don’t know
exactly what’s going on from their side so don’t make up stories that make
you feel better about them being out of communication with you and cause
you to back off taking actions toward wrapping up the cycle. Only operate
based on the data you have and know, then take action based on it. Now,
using the above example and only operating based on the information you
absolutely know …. you could simply put a quick email directly into the CEO
to acknowledge that they’re traveling and just to ensure they did indeed
receive everything and to to reach out if needed or put a quick voicemail into
them along the same lines to ensure you’ve got traction.
The point being that you should simply focus on what you know and act
based on it. Don’t make up stories for what’s happening on the prospects
side because it will misguide you and reduce your level of actions because
you’ve made up the story all the way to the point that you’ve concluded the
outcome and don’t end up taking the right actions to see the cycle through.
It’s a lot more effective to just operate based on what you know from your
side. This then leads you to take further actions toward getting clear
information and moving toward closing the cycle.
Hope this helps.
Oh and since you’re now going to be operating only from data that you know
to be true…. you’re going to need to take sufficient action and have more
ammunition to make your product or service irresistible to your prospect so
I’d encourage a mid­sales
cycle video that either walks them through your
process or hits them hard on the core benefits or handles the frequently
asked questions. These are the sorts of things that tip cycles over the edge.
59

60. 60

61. The Homework Prior to Sales
Prior to sales there’s actually a secret sauce that makes life alot easier. A lot
of companies miss it altogether and it just so happens that we specialize in it
so I wanted to share some knowledge.
There’s two key elements related to cultivating sales that we obsessively
focus on:
1) Target Public ­this
has to do with who you sell. Not the demographic or a
vertical but the actual target public meaning, who’s currently successful for
your company that completely aligns and that you should focus all of your
time and attention on. We define the target public for our clients so we have a
clear picture of who we need to go after on their behalf, who we need to
communicate to and how to find them. It’s an area that both large and small
companies miss most of the time which results in more effort than needed
on the sales front. Once you know this, you can craft your message and
sales process as well as all marketing to the target public and create
alignment for your company starting with sales.
2) Copywriting and Message ­once
the step above, defining the target public,
has been done, the communication can be crafted specifically for the target
public. It wouldn’t make any sense to craft copy and the overall message if
one didn't know who they were communicating to, would it? So one needs to
understand who they’re communicating to and then craft the message that
plays to their needs and wants and to their pain points, problems or
challenges in order to get a receptive response. Once the target public is
defined, the copy and message can be precise, accurate and personal to
make it impinge.
These two items are core components to our strategic relations program
which leads to a successful strategy.
If you’re having trouble developing new business or the business you are
getting seems disconnected with clients that don’t seem to align with your
company, it’s time to look at your target public, your copy and overall
message. By addressing these, you can create alignment for your company
that makes driving new business development efforts a heck of alot easier
and enjoyable.
While these are both core components to our strategic relations program, we
also deliver these individually so let us know if you’d like to discuss the details
61

62. of having us define your target public and craft the copy and overall message
for your company. It's quite the game changer.
62

63. Creating Motivated Buyers
The keyword here is motivation. Initially when a prospect reaches out to your
company, they have some level of motivation. In other words, there’s a
reason they reached out. There’s some kind of thorn in their side that they
may or may not tell you but you can be assured there is. Your job is to find
out what it is and then keep the motivation active and in sight for the
prospect.
The truth is, we’re all a little forgetful and a problem may blow up at the
company that causes the motivation to flare up and only then, do we act. But
once the problem sort of fizzles out, we forget why we were ever interested
or motivated until... it happens again.
So with your prospect, keep this in mind and focus their attention on why they
initially reached out and what their motivation is. What is it that they’re trying
to solve?
You can use a video that communicates the key pain points your prospect
has and then make sure your marketing and sales team uses the video
frequently to keep the motivation fresh in their view. This will help sales
convert to closed deals.
63

64. Massive Assault
To get attention that drives interest and fills your sales teams pipeline, it takes
a massive effort. There are many tools that can help but the honest truth is,
you have to have a consistent "assault" of outflow that grabs attention to land
on your target prospects radar and stay on the radar to turn them into
interested parties that become sales cycles.
Headed into the end of the year, you need to be completely focused on
gearing up all efforts in order to push your numbers up for the end of the year.
That means, a much bigger pipeline, more communication with clients,
more calls out to prospects, sales proposals sent out..... you get the idea.
Take what you've been doing and ramp it up 3 to 4 times.
We use short, punchy videos to quickly grab attention that results in interest
and reach from our target prospects. They work.
A 2 minute smartly done video will give your sales team ammunition to push
deals over the edge and will rake in new fresh interest to help fill the pipeline.
You can place the video on your site, on blogs, on facebook, send them in
follow up emails as a link, send them in your weekly email newsletter ......
anywhere really, just get them out on a wide scale.
Most of us are pretty terrible at estimating the correct amount of effort it will
take to drive in new business to attain the sales we need. So my
recommendation is for you to fall on the "way over­estimated"
side of things
because in business, it's way better to have a pipeline so large that you have
to turn people away that be worried about a pipeline that is far too skimpy.
64

65. More Isn’t More
Common logic seems to lead us to the idea that more is more. In other
words, more products or more services equals more revenue. Or more
people to market and sell to equals more sales. But more isn’t more. It feels
counterintuitive to go against this idea though.
When you apply a “more is more” strategy to things like products, services
and prospective clients, you’ll find that it creates confusion, overwhelm and
less efficiency as well as less quality generally. Most people and companies
can’t deliver on more is more because they need to support all of those
products or services to market, sell and deliver them or as it relates to
prospects, they need to cater to the needs of too many and it waters down
the company.
So I’d encourage you to focus. Zero in on the exact products or services that
cater to your specific target public (audience) needs or wants. Also, focus on
your target public. In other words, who the exact ideal client profile is for your
company, product or service. Every company has a target public or various
target publics regardless of size and you’ll find that by knowing it and zeroing
in on it, that your success rate improves.
65

66. More...
It’s funny in business how these norms come into play that tend to constrain
and limit a company. People and companies tend to do just enough. Every
now and then you come across a company that pushes the boundaries and
continues to push their reach or efforts further out. I hear people say things
like… “we already have a video” or “we just re­did
our site so not sure we’re
ready for a marketing push right now”…. and it makes me squirm in my seat.
I personally cannot think with this idea. It’s limiting.
Here at Richter we apply the principle of “more” to our agency and to our
clients. There’s always more that can and should be done. More push. More
videos. More attention. More prospects and clients. More outreach. It’s so
simple and perhaps that’s why it’s overlooked all the time. Just do more.
Push to do more in every area and the company will grow. Do more than last
week on a continuing basis. It’s magic.
Don’t do a video and say… “great… now we have a video, we’re all set now.”
Go and build a video catalog for your company that can be blasted out on the
social channels, your website, have the right keywords added on each one
on YouTube and Vimeo to make them searchable, arm your sales team with
them so they have the right message to send at the right time etc. Always do
more.
While it may sound expensive or the idea that you don’t have the budget to
always do more comes into play… it’s not true. Doing more is a prosperous
approach. Push each and every area to do more and you’ll be loaded with
new business to handle which will help pay for the “more” efforts.
66

67. Mountains, Not Budgets
Around this time of year, people talk about budgets for next year. I don't.
We've already beat all of last years revenue plus plus and part of the reason
is that I never talk about budgets. I talk about mountains. I obsess about
mountains and I visualize bigger ones.
And I know the thing that conquers mountains is energy, forward momentum,
action and intention. These are also the things that build budgets. People
tend to lose sight of senior ingredients to winning. It's a bit like the chicken
and egg analogy. Just remember, budgets didn't come first, action and
revenue did and they built budgets.
So when you're planning for the coming year, ensure you dream up
mountains and how to conquer the mountains first and work your way back
from there. Know that driving revenue equals driving sales and driving sales
means doing the things that will fuel sales making your company, products
and services irresistible to your prospective clients. These then build bigger
budgets for you to use to conquer bigger mountains.
Ultimately everything should be assessed by this; will it help tackle the
mountain to forward our goals by giving us the energy (revenue) to attain it?
So peer into 2014 and look where you want to go. Identify the mountain fully
and then work your way back to clearly articulate what it will take to actually
pull it off. I can assure you that this exercise doesn't start with budgets.... it
ends with them. You need to be focused on creating new sales to push
revenue so it affords bigger, more powerful budgets and puts the wind at your
back so you can actually conquer the mountain. This may seem
counterintuitive at times.... but this is the way it is.
We obsess over this here at Richter for ourselves and our clients each and
every day and we've gotten very very good at it. So while planning your future
year, we'd love to have a call to discuss how we can help be the wind at your
back to conquer your mountain by providing the energy you need through
doing what we do here.
We're an agency of mountain builders, climbers and conquerors.
67

68. Muscle your growth
There's an element of sheer attention and pounding out your message and
your products that has an unshakable workability to it. Take tesla or apple or
google and you quickly see that you can't escape their sheer presence.
They’re constantly in sight. But you don't have to be that big to go that big.
In order to grow a company, there’s a level of force that’s required. You need
to almost muscle your growth by pushing every area a little harder than your
previous efforts and this includes your sales efforts. Always push harder and
never settle on the idea of something being enough action or effort. You want
to get as much attention as possible and have enough assets like videos to
make your company irresistible to your target audience so they come in
droves.
With the use of the internet you can make your presence known using videos
in every crevice imaginable. A lot of prospects we speak to talk about putting
a video on their website but that's honestly the tip of the iceberg. To gain
attention and to drive new business you should be using a campaign of
videos across the internet taking actions like sending it out to your email
marketing list, posting it to all social media channels, using it as an ad on
Linkedin or Twitter, adding it as a link to your email signature, posting it to
your blog, having a standard email reply that your sales team sends out with
a link to the video to all new prospects, positing to Vimeo and YouTube and
so on… There’s no shortage of ways to get your message out and you truly
need to ensure you’re getting it out in a wide enough sphere to ensure it
drives new business, the right people see it and your sales teams pipeline is
loaded.
We’ve always thought with the concept of muscling our growth here and it
always forces us to think in much bigger terms. When we’ve considered
doing one video to promote Richter, using this concept we’ve realized that we
need 8 or 10 videos because we know what it takes to gain attention in the
right magnitude to grow our agency.
So assess your overall marketing and sales strategy and look at what you
need to do to force expansion further and then accurately list out what’s truly
needed to pull it off. It’s always worked for us.
68

69. Not Enough Effort, Work or Action
Sometimes it just boils down to mis­estimating
the actual effort or work
needed to pull something off. I’m amazed at how often this is true. While
people often search for a more complex answer to solve the problem, so
often it’s just that the level of action or effort or work is flat out off of where it
needs to be.
This is is true in sales and marketing related to sales. Many companies don’t
put the required effort to attain their specific goals or target and so they fall
short. The truth is, people are generally chronically bad at predicting the
amount of effort, action or work something will take to pull something off.
They usually underestimate which creates poor results.
So as it relates to your sales efforts and revenue growth, it makes sense to
overestimate everything. I think we can all agree that more business won’t
hurt but less will.
So whatever you think is sufficient, you should focus on increasing that
amount dramatically and you’ll start to see much better results. I realize this
sounds like a simple no­brainer
type of thing but people rarely apply it.
We tend to hear a lot of people say things like, “I don’t have the budget” or
“we already have a video” or “we’re already working on an internal strategy”
but these are all things that indicate that they’re thinking too small. If you have
one video, you need 30. We’re in the middle of producing 36 for ourselves
right this minute. If you already have a strategy, augment it with another
strategy that does it slightly different and helps drive new business to your
team. If you don’t have the budget, find the budget or go and create the
budget so you can make revenue to help build a bigger budget because at
the end of the day…. we all know that budgets come from revenue and if
you’re not pushing revenue, you won’t have a budget.
69

70. Last Two Days
November is officially winding down which means we’re coming to the very
end of the year so here’s a brief checklist of items related to promotional
activities you should be doing to drive sales through the end of the year and
to start January off right.
1. Craft a smart email for you sales team to send out to all active
prospects. This is where having a video plays a role because you can
add it as a link to help spark interest.
2. Ensure you have your marketing emails worked out between now and
then end of the year including some kind of video or email either
thanking your clients for their business or wishing them seasons
greetings.
3. Post any video or promotional material you do have to all social
networks on a consistent basis since people become pretty active on
social media channels around this time of year and you need to stay
on their radar. (use Linkedin, Google+, Twitter and Facebook for
business)
4. Have your marketing and sales team update any social networks
they’re on with a video or promotional item to help leverage their
reach.
These are just a few ideas but the common theme here is that you can use
video to stay on your prospects radar and spark their interest to get in touch
because that’s really all you need, their foot in your door so you can take it
from there. The challenge is typically getting the initial sparked interest which
videos tend to play a strong role in if done well..... which we do.
70

71. The Window is Small
Every ounce of doing business has to do with communication in some
capacity. When you’re trying to capture the attention of your audience, you
want to communication to impinge in the short window of time you have their
attention.
I hear the word “busy” fly around a lot these days which means the window
has gotten even smaller to grab someone’s attention. This means that having
lengthy text on your site to explain your company, product or service is not
the smartest play. It also means that long sales emails are rarely read. Easily
the best and most effective method to grab attention and allow your message
to sink in is video.
Your can make a 30 seconds, 45 seconds, 90 seconds or 2 minutes video
depending on how long the pitch needs to be and how much time you feel
you have to penetrate and establish interest.
71

72. Next Week Becomes Next Week
Unless you handle the cycles that need to happen this week, they become
cycles that you label as "next week" and then next week; when next week is
now this week, the cycle becomes a "next week" cycle yet again which
creates a constant cycle that delays the company, hurts productivity and
adds work to your plate simple because cycles are not being addressed right
this minute, decided on and concluded.
This causes huge inefficiencies in companies today and is part of the reason
you feel "busy" all the time.
Procrastination is not a desirable trait in business. Force yourself to address
each item on the spot and work to handle things within the constraint of the 5
days in each given week. I promise next week will have all new cycles for you
to handle so if you let work that needs to be done this week roll into next
week, you start building yourself a mountain of backlog!
You'll be absolutely amazed at how much you can get done if you focus on
working within the constraints of this week and not letting anything roll into an
endless pattern of "next week"
72

73. The Answer is “Yes”
We get asked every day:
● Can you create an animated video like this example?
● Can you create a video that's part live shoot and part animation?
● Can you get our video done in time for our upcoming trade show?
With Richter, chances are that the answer is "YES!" 99.9% of the time.
We started our company not because we're proud of our creative abilities but
because we understand what businesses need to succeed.
Our entire purpose is to help you reach your audience in a way to gets them
to reach back.
We do that with world class copywriting, animation, voiceover, live shoots,
editing ­whatever
your specific project requires.
It's not about us and it's not about you.
It's about your audience.
And we make sure that when you trust us with your audience that we deliver
a communication that they will appreciate and understand.
If you have a "Can you create" question, the answer is almost certainly
"Yes!".
So ask away... :)
73

74. One Video? Pfff...
You now have one video and it’s on your homepage and it explains your
product or service or company overall…. great. I guess we’re done here. :)
Or are we?
Be a prospect for a second. Put yourself in their shoes. Sure you’ve gained
their interest to get them reaching but ideally, what’s really needed here.
What’s really going to make sales easier and probable?
Imagine having a video for each step in the sales process with each being a
continuation of the previous one. The branding, look and feel all coordinated
with each other and the series of videos working as a team to gradiently
increase the viewers interest, urge to reach and ultimately to be sold on your
company, products and services.
74

75. Having One Video
One video on your site will most certainly help to spark interest as long as it’s
done correctly but put yourself in your prospects shoes for a second. Does it
answer all your questions and handle each step on the sales process? Does
it fully enlighten you so you are nearly sold on the product or service?
One video is meant to wet the palate but in order to sell them, you’re going to
need a series of videos that the marketing and sales team can use to woo
the prospect and handle each step of the sales process. The mission is full
enlightenment here and the end result is an urge to reach that converts to a
feeling of being sold in the prospect mind.
By having just one video on the homepage, it creates more traffic for the
sales team but leaves them with needing more material to be used through
the sales process.
I went to Bank of America’s website yesterday and noticed they had a link to
a video on their homepage and it took me to a page with a whole catalog of
videos that educates their prospects and customers on financial
management. This is really the order of magnitude that should be created. I
realize Bank of America’s budget may be a little different from most
companies but there’s a way to have the same effect with 12 videos, which
we call a campaign, that can pull this off and will pay for itself many times
over.
75

76. Perseverance
There’s a lot of info out there about growing a company and gaining sales but
there’s one simple thing that can’t be underrated and that’s perseverance.
It’s truly incredible what you can accomplish strictly through persevering. The
amazing thing is, most don’t. I’ve had sales calls here from
companies/people trying to win my business for various things and one of the
things that never ceases to completely blow my mind is the fact that these
people don’t persevere. I may hear from them twice…. maybe three times
and then…. crickets.
It could be fear of rejection or the fact that they make up stories about why I’m
not interested or “well, he didn’t call me back so….” and on and on and I’m
sure this makes them feel better about not winning the deal but the funny
thing is, they could have, had they just persevered.
I often see salespeople fall short of what they needed to do to completely
conclude a cycle simply because they didn’t persevere.
So the issue isn’t with the prospect, it’s with the salesperson. They don’t
persevere to handle any and all concerns, questions, objections. They don’t
follow­up
all the way through the cycle. They don’t see it through.
I can only imagine how much revenue is left on the table for companies
because of this.
This is one of the key reasons we created our campaign strategy for our
clients and specifically, for their sales teams. The campaign helps them
persevere and arms them with tools to do so.
We’ve found that this happens to be an achilles heel for most sales teams
and people.
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77. Play Like the Scouts are Watching
I caught a bit of the Giants ball game over the weekend. They have a player
who just looked off. He looked, acted and played sloppy. After I made a
comment about it, my father­in­law
who’s an enormous Giants fan and
knows the details about each player mentioned that this particular player
gained 30 lbs when he showed to spring training and was fined for it and had
been dragging all season.
It occurred to me that somewhere along the line, this guy lost his focus. He
lost his burning ambition and his desire to be great. I thought back to my
hockey years and thought about how hard the players hustle when there was
a potential scout in the stands. It then made me think about how that relates
to business and how each day, you should play like the scouts are in the
stands. You can’t lose with this strategy.
This should affect each area of the company starting with you. Everything
should be taking to that level from your products, marketing, execution,
customer service, sales etc.
Always play like the scouts are watching.
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78. Play to Them
In any sales discussion I’ve ever had, the one thing that people consistently
agree on is that the prospect or viewer of a video, only really cares about
themselves. That sounds funny at first and perhaps selfish but it’s accurate.
The reason is because they have an issue or problem or challenge related to
them and their company that they need handled. It could be related to an
ambitious goal or it’s a genuine problem for them at the time.
So when they watch a video, they’re looking for something as it relates to
them. It’s easy to see then that when a company creates a video that talks
about their brand, history, and benefits ultimately ending up being a puff piece
for the company…. the viewer has a certain “cut the crap..” emotion that
comes over them because they need to dig through it to understand quickly
and clearly how it relates to them and if they can use it.
It can be incredibly exasperating to have to sift through puff marketing via
videos and websites to try to get real questions answered.
Here at Richter, we obsess over the target public (viewer or prospect) and
communication as it relates to the target public because we know that taking
a direct approach done correctly will move the needle the most.
Just think of any time you were the prospect. What were you looking for?
What did you need?
There’s no shortage of content out there these days. In fact, we’re probably
all on overload. So do your prospects a favor and truly deliver a message that
plays to them and their needs or wants as it relates to your product or
service. It will be the breath of fresh air they need that will make their life
easier and will thereby make your sales easier.
Now I realize that because you love your company, it’s products and/or
services that holding yourself back from talking about the benefits and so on
can be challenging and shifting your message to revolve around the prospect
can be a daunting task… lucky for you, that’s all we do.
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79. Products Need Evangelists
I just came back from the 2013 Inc 500|5000 conference in Washington DC
and here I am surrounded by incredible entrepreneurs and companies alike.
Here’s one thing I noticed about this bunch…. they’re evangelists for their
companies products. Complete and utter evangelists. They've built their
company around highlighting, promoting, marketing, spotlighting and pitching
their companies products all supported by incredible organizations and
systems and teams to deliver their incredible products. They’ve earned a
spot on this prestigious list composed of the fastest growing companies in
America because of it.
Note: For the sake of making things simple, I’m referring to all services and
what you sell simply as products.
You’ve put in blood, sweat and tears over your products and company that
supports those products and they need your help. They need an evangelist to
go the extra mile constantly because they can’t do it themselves and they
need to have a constant spotlight on them. The companies that made the list
to the Inc 500|5000 understand that. They know that by doing this, it drives
sales and pushes their companies survival, growth and future. They’re in the
position they are because they know this works. As are we.
So I would encourage you to go all in for your products. Figure out how to
support them, make them known with a constant flood of attention. No, it’s
never enough attention. You need to figure out every way possible to make
your products known to the world so your company and you can be the
evangelists your products so desperately need. This will drive an absolute
tsunami of demand for your company and will also create this funny effect of
making you live up to your reputation. When you take things this far, you have
thereby forced your company to play at that level and increase your game
across the board and your products will actually improve and benefit from it.
Product videos are a great way to start. Creating irresistible videos that work
to showcase your products to your audience is something that is an on­going
thing and something you should have in the works or in use at all times.
As a note…. at the conference they had an artists throughout the entire event
drawing out every speaker’s talk on paper to make animated whiteboard
videos for people to watch later… highlighting the “product” which in this case
was the actual Inc conference itself which I’m sure will be used to promote to
others so they will come to the event next year. Smart.
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80. 80

81. Revenue IS your Venture Capital
I had a really nice business dinner the other evening in Palo Alto with several
other very smart entrepreneurs here in the valley and we were discussing the
most critical stages of a startup or any company for that matter. All of them
that I spoke with agreed that the critical issue was driving sufficient sales and
revenue to afford them the ability to operate, improve their product, hire key
talent, invest in their company etc.
I obviously completely agree. It’s the highest priority. See with consistent
sales and revenue it affords the company the ability to:
● Hire “A” players
● Work on and improve the products and services to make them
irresistible
● Invest in incredibly enticing marketing strategies that further drive
business
● Build the sales team further
● Make mistakes (without sufficient sales and revenue, you can’t afford
to make mistakes)
So while it’s easy to focus on the product or service, the business model, the
talent, legal structure etc ­all
of it is really secondary to the immediate and
top focus to drive new sales and revenue consistently. Now, I’m not saying
that this is the only focus, I’m simply saying it’s a senior focus and allows all
the other components to come together.
That’s what we do here at Richter, we focus our clients efforts as it relates to
us, on driving new sales and revenue from their target public so it fuels their
organization and allows them to grow further.
81

82. Run, Don’t Walk
It’s always scary to me to experience time flying by. When I look up to peek
around and realize that we’re now mid­March…
there’s a part of me that
freaks out a little. I’m always checking pace here. Because pace dictates final
outcomes to me.
As it relates to goals and ambitions, it reminds me to run rather than walk. It
takes a lot to get a little. I think we’ve all experienced our estimation of effort
being off by a little or a lot! Ouch!
So look, I’m here to push you. I want you to have your best year ever and I
want to play a part in that.
We had a sales meeting last week and one of our vice presidents said it like
this, he said, “I consider myself a video arms dealer and my job is to build an
arsenal for our clients. I want them to win the war!” :) Half jokingly of course
but he makes a good point. We’re here to help you win.
It takes a lot of work in sales to get through to the prospect and it may mean
that you need a well coordinated campaign of 12 videos to ding in your
message to truly sell them. We know two things cold, how to identify a target
public and how to craft communication that will resonate with them so they
have the urge to reach (call, email or buy).
So I want to ensure you’re on pace for the year and taking actions in the right
orders of magnitude that will lead to hitting the numbers you want to hit this
year. It’s mid March. Lets hammer your message home.
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83. Sales Controls Budgets
I’m amazed at how frequently companies come up with the term “budget”
when assessing an expansion expense related to promotional strategies.
Sure, budget needs to be considered but keep closely in mind that all
budgets come from sales. A budget is in fact essentially a savings account
that is money that can be allocated toward purchases or expenses. But it
starts with driving new fresh income in the door from promotion and sales
strategies. So the senior and vital strategy above budget is always promotion
and sales because without it, there is no budget.
You should assess a promotional item by it’s ability and probability to create
sales and income. If you spend $3000 on something, the question is not, “do
we have the budget” but “will it produce $6000 or $10,000 or $50,000?...” and
based on the answer either invest in it or don’t. We invest heavily in our own
videos to help drive our sales because we know that budgets come from
sales income and budgets are subjective, they can expand and contract
depending on what we do.
So the buck doesn’t stop with budgets, it stops with promotion and sales and
how to increase the expansion and revenue for the company. If something
will help drive in more revenue than what it costs, then it’s a smart move and
you should do it. Don’t get too caught up in budgets. If the investment makes
sense, find the funds and focus on forcing expansion and I can promise that
the budget will take care of itself.
83

84. See it Through
All too often salespeople stop prematurely in an active sales cycle simply
because the prospect hasn’t called them back or returned an email or two.
My advice is to see your cycles all the way through. You’ll close a lot more
sales this way.
What I mean by "see it through" is to push through each and every step of the
sales process. Now this requires you to have a sales process that you stick
to. But once that process or steps have been worked out IE, discovery call >
proposal > proposal review > selling and handling > asking ….. etc you need
to focus on tackling each step one after the other and moving the prospect to
each step. You need to adopt a level of tunnel vision for each step and
relentlessly focus to get each step checked off.
This also requires you to be armed with strong tools that communicate your
message and make your products or services irresistible. In each step you
need to be putting things in front of the prospect that help maintain the initial
flames they had for your product or service when they initially expressed
interest. Things like videos, case studies, a client testimonial (which can also
be done in video format), a elevator pitch PDF that pitches or highlights the
product or service.... and so on.
See each step through and tackle one at a time until that step is concluded
and you can “sign off” on it and then move to the next step.
We beat the drum like crazy here telling our prospects and clients over and
over that they need to arm their sales team with enough incredible content
and communication tools to handle each of these steps so the sales process
can become simpler and shorter. You don’t want to be the salesperson
simply calling and leaving voicemails or emails that are just... “following up”....
You need to send your message in many different ways to really get through
using things like video case studies, the video pitch, the pain points
addressed for the prospect.... Give them fresh content and be armed with
content for each step of your sales process. This will make your sales teams
life easier and honestly, your prospects prefer it because they have new
things to look at which then further fuels their interest.
Here at Richter, we've stacked our team with A caliber talent comprised of
animators, music editors and incredible copywriters that are trained the
Richter way. We’ve gotten kudos and recognition for our ability to write copy
taking complex topics and making them communicate in a simple way. We
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85. obsess over communication. We’d love to help you create new and better
communication that grabs your prospects attention and interest making the
sales process a little simpler for everyone. :)
85

86. Conclude Your Cycles
Sales has a lot to do with concluding cycles. It’s great to be able to have a
great chat and get a sales cycle started but there’s a key crossing point in the
sales cycle that deals with concluding the cycle and that many (or most)
struggle with leading to lost sales or drastic time delays.
It’s certainly one thing to be able to sell enthusiastically about your product or
service but at some point you need to know how to manage the sales cycle
and navigate it to conclusion because like it or not, prospects don’t sell
themselves and ask themselves to close and then move themselves through
the actions to move forward. It simply doesn’t work that way. Someone has
to ask them to get started and then walk them through the final steps. It’s the
nature of the beast I suppose.
This seems to be one the biggest falling down points for salespeople and one
of the biggest barriers to closing a sale. Salespeople either don’t want to do
the work to walk it through or they believe that selling them initially is enough
and if the prospect is interested, they’ll close themselves. But this leaves a lot
on the table and causes time delays and missed deals simply because no
one asked the prospect to move forward and then walked them through the
steps to get it wrapped up.
In final stages, we’ve found that there’s typically logistical questions as it
relates to things like process or deliverables. These questions need to be
answered in order to move forward toward concluding the sale otherwise
they can act as clogs in the flow of things. So we’re creating what we’ve
named a “process flow” video to help walk the prospect through our process
and answer those last lingering questions so we can move forward. The final
stage of any sale is where you want to be armed with the correct information
and tools to help ease the prospects concerns and make them feel
comfortable to move forward. So don’t neglect this stage. It’s certainly
important to gain their initial interest and get them to call or email you to begin
the sales cycle but you also need arm your sales team with tools that will
help them conclude the sales cycle and get through those last steps
smoothly.
86

87. Sell Better Than They Can Object
You're going to get objections or originations or barriers that come up in
sales. No question. But you need to be totally and utterly prepared and have
the ability to sell better than they can object. What does that mean? It means
that you need to be able to steamroll any possible objection under the sun
moon or stars. Without hesitation. Sales is a game of communication and
usually if a prospect is on the phone with you ­they're
interested so it
effectively becomes your sale to blow.
I used to have this teacher in 5th grade that said at the start of the year that
everyone had an A and it was up to you to keep it or have it be reduced based
your efforts and work through the semester. Sales is kind of like that. You
start out with a clean slate and from there you screw it up. So your mission is
to be so good that you don't screw it up.
I think the Achilles heel of most salespeople is in three areas. Strong
discovery calls with smooth delivery, handling objections flawlessly and
controlling the cycle at the end to ask for the deal and walk it over the finish
line as smooth as possible. Most of the reasons salespeople are weak at
these three areas is because they get caught off guard and ineffectively
answer questions that exudes confidence and sells the prospect further.
Deals are lost everyday by this. Keep in mind that the prospect is selling too.
But it's more of a challenge sale because they're trying to ferret out
companies or products that don't suit their needs or find the holes so they
make a safe bet and good decision for their money. Any flinch and they've got
you. So your job is first and foremost to absolutely believe in your company
and your products or service to the full. Then to know every objections that
typically comes up and be absolutely ready for anything they could possibly
say. Then be so sold on the product or service that even if you don't know the
objection handling point, you can come up with one on the fly because you're
practically an evangelist for your company. Objections need to be confidently
steamrolled so the prospect feels comfortable and ends up drinking the
same kool­aid
you drink. Never ever let objections stop you or make you
hesitate.
But this means that you need to be armed. You need effective tools like really
well crafted videos that communicate the vital points of your company and
that play into the prospects needs so their objections are handled and their
mind eased so they move forward. This is precisely what we do here.
As Claude C Hopkins (considered the father of modern advertising) said “The
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88. only purpose of advertising is to make sales. It is not for general effect. It is
not to keep your name before the people….”
88

89. Sell From High Ground
You know when a salesperson starts by diving right into the pitch or their
message out the gate and you immediately feel the disconnect or urge to pull
away or resist the sale? That’s selling from the low ground. In other words,
that’s not an advantageous position to sell from. Why? Because you never
establish communication with the prospect. The first objective is to get them
into communication so you can move to the sales part but without them
actively being in communication, the pitch is useless.
So, the call or meeting needs to start with getting them engaged. How? You
need to be a little more proactive with your dialogue to quickly ask questions
that express your interest and curiosity as it relates to their company and
goals. Keep in mind that this needs to be genuine and you really do need to
care, no fluff superficial stuff will make the cut. Dive right into questions about
their company as it relates to what you sell to start them talking. From there,
you need to listen closely and intently. People love to talk about their
company and they’re typically very interested in their future so never forget
that you’re there to help them with that.
Once the prospect is talking, your mission is to listen and acknowledge and
take good physical or mental notes. This will provide you with a lot of the fuel
you’ll need to sell them so pay attention. At the right point, you can dive in and
walk them through what you do. This is selling from high ground. It puts you
in a causative position and gains their engagement in an authentic way.
Never ever pitch first, even when asked.
Ok, hope that helps this week and in the future. Here’s something else that
will help, this week is the end of the month and the end of the quarter…. I
know, they come fast! :) So we’re going to give you a 10% break on our fees
this week for any video project started this week. So now would be a great
time to kick off a project that will help drive the fourth quarter results.
89

90. Apple’s New iPhone Video
Take the launch of the new Apple iPhone and you’ll see that the number one
method they used to communicate and sell the iPhone is video. Beautifully
crafted and communicated videos no less. Apple fan or not, you have to give
them absolute kudos for their use and the power of how they have composed
their videos to make the iPhone 5 enticing and practically irresistible.
I’m not even an iPhone user ­I’m
a Blackberry guy! But even I can barely
resist the urge to buy one! The video is so aesthetic and it communicates at
the right wavelength that it reminds me of what can be accomplished using
online videos as a core sales strategy.
If a video is done correctly, it can be central to your sales strategy and help
push new business to new levels. As the old saying goes, “cash is king” ….
but in reality it needs to be changed to “communication is king” because
communication is what actually drives “cash”.
How much would you say that iPhone 5 launch video is worth? $20 million?
$200 million? $1 billion? Think about it ­that
beautiful live video will probably
help produce over $1 billion for them. Now I realize this is Apple ­an
enormous company with giant resources but keep in mind that any company
can create a video of similar caliber to have a strong outcome on their sales
and revenue.
90

91. Developing New Business
When it comes to developing new business relationships that drive sales, we
happen to be the authority in the area. Bold statement ­sure,
but when you
look at what’s out there, we’re very confident that you’ll agree with us.
Here’s a review:
Google AdWords ­if
you’ve tried this approach, I'm sure you’ll agree that
everything needs to be right to make it work. Such as text, keywords, dollar
amount per day, placement etc etc. This creates so many moving parts that
it becomes a bit of a hit or miss strategy. So, you need to dump a lot of cash
into it to overcome the hit and miss aspect. Can it work? Sure. Is it the best?
No.
Telemarketing ­these
days, people really don’t like to be cold called,
especially from someone reading a script trying to bend their arm into an
“appointment” which they sometimes give in to just to get off the phone. Does
that make it a qualified lead? No. This is a very intrusive model and one that
most people on the receiving end hate. Again, you can get results with it, but
it’s not the most effective.
Business Development Rep ­you
can certainly hire a business
development (sales) rep to go and prospect business and bring in new sales
­I
recommend you do. But here’s the thing, almost all sales reps are much
better at working prospects and selling and closing them than they are at
finding and developing the business in the first place. It’s also not efficient to
pay to have them spend their time searching for prospects. You want them
on the phone or in a meeting closing business to get the best ROI.
Direct Mail ­in
some aspects this can work well but it’s incredibly difficult to
know that you are getting to the right person (qualified target public). For all
you know, the kids picked up the mail or if it went to a company ­the
receptionist got it and threw it away as mail spam. This is a hit or miss
approach and you have to spend huge amounts to actually hit. The typical
response rate is usually 1% to 2% and you still need to filter that to qualify the
leads leaving you with more like .002% of actual qualified prospects that can
be sold and closed.
SEO ­here’s
the thing, not everyone is out there searching for you. Many
times, they need or want your product or service but don’t even know what to
search for. So, even if you have the perfect keywords and placement it really
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92. doesn’t matter because they aren’t looking. You need to go and find them and
get “in front” of them proactively. This makes this approach a very reactive
model. If you are selling ski’s or a product or service that people typically
search for ­great.
But if you have a business to business model ­there’s
a
very good chance that your target public isn’t searching.
White Papers and Fill In Forms ­many
people will express interest in a
white paper because they want the information. Maybe they’re a competing
company trying to gather information. Or, they could be someone who has an
interest but is in no way qualified to buy. This method can cultivate a lot of
“window shoppers” that really have no intention to buy anything which wastes
huge amounts of your sales teams time.
Networking Events or Conferences ­the
main problem here is that most
people attending are there to network leaving very few actual buyers.
Obviously, you can develop business at these events but there’s no
guarantee that your target public ­the
qualified person, is going to be there
and so you will need to spend time, energy and money spinning your wheels
which makes this method inefficient and costly.
So, with all that said, there’s a better way to develop business from the right
target public at the right time. You pay for performance, not fluff. In other
words, you pay per qualified relationship developed that is reaching for your
product or service making them the most likely candidate for a sale and the
least resistance to sell. We’ve used these exact methods to develop our own
new business month in and month out.
92

93. Speak to Someone
There’s a difference between speaking broadly and speaking to someone.
Most communications I see such as videos, websites, articles, marketing
emails etc are speaking broadly. What’s needed is to speak to someone.
There’s someone on the receiving end that’s reading or viewing the
communication. That’s the person you want to speak to. So when you’re
crafting your communication for a video, website or anything else similar,
write for that person. Don’t speak broadly about your company, benefits of
the product and on and on. Speak to the person.
Using real life as an analogy, imagine a group of people talking with one
person just speaking out loud in the air about a topic. It wouldn’t be long
before others in the room decided that the person must be crazy. On the
other hand, if you were having a direct communication one on one with
someone and their communication was crafted around you or if there was a
speaker in the room and their talk was directed at you, they’d have your
interest and attention.
Always speak to someone, not broadly.
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94. Spotlight the Products
Sales happen because you have great products (or services which I will also
refer to as a kind of product). Keep that in mind. Ultimately everything about
your company boils down to your products. But all too often we lose focus of
the products and take the emphasis off the product you sell and deliver to
your clients to make their lives better.
Great people are hired to help make the product better. Marketing is done to
make the products irresistible. Sales efforts are created to get the products
broadly out to the market. Organizational efforts are done to help facilitate the
company to be orderly and allow a clean flow to get people to produce the
product and have people sell the products broadly. Everything revolves
around the products of your company. And ultimately that's where revenue
comes from. Great products that people yearn to buy.
So they need to be spotlighted ..... or rather showcased so your audience
comes in flocks.
Your products need to be communicated to your audience in a way that
makes them irresistible and creates reach that then by extension causes
sales, revenue, growth and a better company so you can then make better
products that your clients can benefit from.
Our job here is to make sure that when we create a video communication for
your company and its products, we do it in a way that it serves to magnify
every detail of your products and crisply communicates them so the viewer is
wooed and has the urge to reach. That's our role here.
We know you have great products but we need to polish their appearance to
help make them communicate in a way that triggers your audience's interest
and commands attention that results in an irresistible pull.
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95. Stars Never Align...But They Don’t Need To
Frequently I deal with people that think they need to do something so they can
do something else and it's typically untrue. It's almost a sneaky form of
procrastination people do perhaps without even knowing it themselves.
While it can seem logical that you need to have everything perfectly lined up
so you can do something, more often than not it simply isn't the case. Focus
on action and on doing things and tackling objectives that all have the theme
of helping to expand and improve the company and don't wait for things to be
perfectly lined up. Just take action and have a high amount of execution and
things will all come together.
So with that said, I'm here to remind you that you need to promote .... a ton.
More than you are. No, you don't need to have the budgets perfect. No, the
timing is never right. Just take action, crank the outflow and hammer your
audience with fresh content like a blockbuster summer movie with trailer after
trailer, news, updates, billboards etc. You’ll see traction and sooner than
later.... have a flood of fresh sales interest, an overflowing pipeline and new
revenue flowing in.
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96. Strategic Growth
In July we hear companies say that sales are slow or similar statements but
it really doesn’t have to be that way and it’s not something you necessarily
have to agree with. Sure, people are out of town traveling with family and
things like that but business goes on regardless and things are always
happening in the business world whether people are out of town or not.
So if you hit a slump in July of any kind, it really just boils down to the wrong
estimation of effort to take sufficient action that will result in fresh business
coming in.
We consistently drive fresh business for ourselves and our strategic relations
clients regardless of the month. But we’re not trying to get any and all
business; we help them acquire strategic new business which in simple
terms means the exact right target public that aligns with their company and
that is ideal for them. By doing this, we can take a lot of the new business
development efforts off their plate and simply allow them to focus on using
those new ideal clients to strategically grow their company.
So I would simply advise that if you’re having a challenge in sales and
specifically in bringing in the right clients for your company, reach out so we
can discuss our strategic relations program with you.
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97. Subtle Selling
We all know that sales is a process. It may take many contacts with a
prospect hopefully leading to a closed sale. The problem is that you may
have to doggedly chase a prospect over and over and set up numerous calls
to get there.
This natural process consumes time and energy from your sales teams day
and depending on how organized they are, may extend the runway to be
much longer than it needs to be.
This is a key reason why we developed the campaign. It’s a subtle and ….
sort of ninja sales strategy. Let me explain…
By using a series of videos that are coordinated with each other and that walk
the prospect through the sales process bit by bit, you can get to them with
less effort. Why? Because people are more inclined to watch a video rather
than reply to your email or pick up your call. Frustrating, I know, but it’s the
truth.
You may not be able to book 5 or 10 calls with a prospect but you can craft
simple and concise emails with a link to a video that they’re highly likely to
watch. So as they watch the videos week after week, it’s subtly selling them
through the sales process bit by bit. Meaning that your sales team can focus
on selling the key cycles they have while the campaign does it’s job to bring
the other prospects up to the right stage so they’re interested and reaching.
In other words, the campaign, used correctly, can subtly sell the prospects
and remove some of the workload from the sales team so they can focus on
key sales cycles.
Our mission is to remove a lot of the busywork from the sales teams plate so
their time is freed up allowing them to use it productively.
97

98. Survey Them
As it relates to having a video created for your company, you obviously need
to know what the message needs to be. We work on this with our clients on
a daily basis. One recommendation I’d have for you is this ­survey.
It doesn’t need to be long or formal but you should survey your sales team to
understand what barriers or objections or questions keep coming up and
then survey some of your clients or prospects to understand what needs or
wants they have as it relates to your product or service and gather any
motivations or pain­points
they have as well.
Once you have this information gathered from your sales team and some of
your prospects, it will give you a very good idea for what the video should or
could be on. In other words if the same thing is being communicated by the
sales team and the prospects …. that thing should be the topic of a video that
communicates directly your prospects in order to make it impinge with them
and get them to reach (call or email)
This is a simple strategy but very effective when incorporated into the
message of a video. You’ll find that by communicating the right message that
has been voiced by your prospects, your response to that video will go way
up.
We do this with every new video client to survey them through a
questionnaire that helps us gather valuable tidbits we need to know in order
to write effective copy. Give it a try with your sales team and prospects and
you’ll have plenty of ammunition for an effective video.
98

99. Promo Email - The Way It Helps
Being in this business and seeing from my side I can tell you that there are
three major ways that a video project helps our clients:
1. Sales and Company Morale ­Once
a video project is done, there’s a
level of excitement and pride related to a video for your company. For
the sales team, this motivates them and gives them a shot of
enthusiasm to close that next deal which is critical in sales. You want
to keep your people fired up and that energy creates momentum
which helps boost the companies stats.
2. Outflow generates inflow ­this
is literally a mathematical equation that
you can keep at your company. A certain amount of outflow is going
to result in a certain amount of inflow in the form of new prospects,
opportunities, sales and revenue. So when you get a new video and
you send it to your mail list, post it on the social media channels, put it
in your sales teams email signature and get your sales team to send
it to their prospects..... it’s going to result in inflow. If you have a
shortage of inflow, focus on outflow.
3. Spending money increases necessity ­there’s
a strange
phenomenon that happens with people and companies.... when you
spend money your urgency alarm bells go off and the need to drive
more money/revenue to make up for the money spent kicks in. I’ve
seen this a lot both with myself and with client companies. So it’s
good to spend money that you then need to replenish because you
tend to go into overdrive in an effort to make it back which tends to
help the company positively. Strange but true.
99

100. There’s a Stat
There's a statistic that tells us that 80% of all sales happen after the 12th
contact. Wild. We were certainly blown away by this the first time we
discovered it but over the years, it's proven to be quite true.
We also know that sales is a process. Very few sales skip through the
process.
So knowing these two pieces of information, we then act accordingly.
When we look at the sales process then, this would mean that your sales
team needs to be armed with the right material to be used at the right time to
work the process through and continue to improve the probability of closing
the cycle.
So while a lot of companies focus on things like gererating a lead, when you
think in terms of the process, a lead is just a new problem for the sales team.
It's just more traffic to handle. In other words it's good but it just floods in new
work which they will need to work through the process which requires more
work and more steps.
So what's truly needed are the right items at the right time in the sales
process following each sequence step one after the next to help walk the
prospect through to the point where they're fully enlightened and really being
worked through the sales cycle toward them wanting to get started with your
company.
After creating 2500 plus videos and over 6 years of doing strategic relations
work, we married what we know about communication and sales process
and created what we now call the campaign.
So a campaign then is what we consider to be the absolute solution to taking
a large amount of the workload off the sales teams plate so they're armed
with everything they need to work the cycle and take the traffic they're getting
now and work it through in a methodical, process oriented way with content
that will make your company, products or services irresistible to the prospect
and help push the probability of closing 80% of all cycles.
100

101. They Need an Excuse
Sales isn’t always the easiest thing to do. But, it can be made easier by
supporting the sales team with tools that will make their job require less
effort.
Ask any salesperson if they’ve ever had a time when they needed to put a
follow up call into a prospect but had nothing to really say other than “I’m just
following up..” or no reason to call other than essentially just following up and
they’ll tell you “yes”... many times. It’s awkward.
They need reasons to follow up. They need tools or ammunition to help woo
the prospect. By providing a video to the sales team, you’re effectively giving
them an excuse to follow up. I assure you that they need an excuse to
follow­up,
any excuse and many of them.
Sales is a process and it takes many contacts in order to conclude a cycle. If
the sales team isn’t armed with the right material, it simply makes the
process longer and harder.
Now, imagine having a whole series of videos that follow the sales process
step by step and give your sales team ammunition and an excuse to
follow­up
throughout the sales process.
101

102. Three Key Points
I had a great call with one of our strategic relations clients the other day and
wanted to relay a few pointers to all of you as it relates to key sales points not
to be left out.
Our client was getting reaches (new interest from their target public) and a
few seemed a little off at first glance. The client couldn’t quite see how they fit
with their company but this was prior to speaking with them. On another
instance, the client received a reply from one of the prospective companies
and it sounded like they weren't interested but upon further discussion it was
discovered that it was a near perfect fit.
So while working with this client we focused on three things:
1. Always follow­up
with prospects ­no
exceptions here. You need to
persist through the stages until you can get a phone call. Never give
up on them if you believe in your product or service and believe it’s a
good fit for them. Far too many salespeople neglect prospects who
don’t immediately reply or respond to their outreach and give up on
them. Remember that their busy and distracted but also remember
that they need your help and you need to believe in your products or
services enough to persist for their good.
2. Never take what the prospect says at face value. In other words, even
if they look at your site or email or material and say, “I don’t see it as a
fit...”, just know that they most likely don’t understand what you're
offering is yet and your role is to connect and enlighten them to
understand while also working to understand their needs and wants
so you can intelligently communicate how it all fits together.
3. Always have a discovery call. This is an absolute must. Never
“write­off”
a prospect prior to doing this. You need to get them on the
phone for at least 15 minutes to discover their needs and wants,
problems, motivations and learn more about their business so you
can then have a clear picture and communicate how your offering fits
or can help. If you neglect having discovery calls, you’re missing
deals consistently and losing revenue.
So the outcome of these three things was that our client called us to thank us
for persisting through these three steps to help them land what looks like
three new great accounts for them. Keep in mind that sales is a process and
102

103. it requires pushing through the standard actions that leads to new business.
Always be willing to persist and always do the standard successful actions.
Hope this helps you with your own sales efforts! Feel free to get in touch if
you need anything.
103

104. Three Sales In Selling
There’s essentially three sales in any sale. The first is that you need to sell
yourself. You personally need to be sold on what you’re selling otherwise your
numbers will be meager at best. The second is selling the prospect to be in
communication with you. This is what a lot of people forget or leave out. In
other words, you need to communicate a message to the prospect that
makes their ears perk up, gets them interested and is personal to their needs
and wants. If done well, they will go into communication with you and from
there you can move to the third sale which is to sell and close the prospect
on your product or service.
We’ve found that using video (and really well done copywriting) helps all three
sales. It helps to get the marketing and sales team fired up about the
products and services you sell (first sale). They help to communicate a
message to your prospects to spark their interest so they initiate
communication with you (second sale) and it then helps to actually sell the
prospect on your products or services making your teams life a little bit
easier (third sale).
104

105. Thunderous Forward Motion
You can work on strategy all day, tinker and try to make your company
perfect, read books to study best practices … but ultimately goal attainment
often boils down to thunderous forward motion. And it seems the physical
universe can’t quite keep pace with this so it tends to throw in the towel and
scream uncle.
By thunderous forward motion I mean moving forward and pushing all areas
with full intention into levels of action well above the normal daily operating
basis. It’s magic. Get your team to obsess and focus on the goals and tasks
at hand and lock in on those with the highest level of persistence and
determination to methodically muscle them through to a completed action.
Apply all of your energy and fiber to push goals through. It works.
In sales, you need to map out what the average or regular numbers are for
your team to get a snapshot of what they’re doing now and then get them to
take action doing numbers much much greater than the existing numbers.
Sounds simple and it is. Growth can actually be that simple. People get lax. A
little too comfortable and it sometimes takes a shakeup to make them a little
less comfortable. Crank calls out, emails out, proposals out, ramp up the
sales material as ammunition and get the team firing on all cylinders.
Because that’s what it takes to grow. It doesn’t just happen. It’s caused with
the utmost intention and with thunderous forward motion. Competition
certainly can’t keep up (or won’t try) with this sort of method so it becomes a
competitive advantage.
Ok, so now lets talk ammunition. Based on the above, what would you say
you really need to do to arm your sales force with the content needed to
knock deals over like a tenpin? Lets not skimp here. Lets load it up. A
campaign is what’s needed. You’ll need a fleet of 10 incredible video trailers
that communicate your message in the most direct, crisp and irresistible way
from your value proposition to your products, your story, client case studies,
testimonials, short punchy teasers and solid objection handling videos. If you
want to grow, you have to commit to it and it takes this level. It sounds like
work and it is. But it pays off. Big.
We can craft a communication strategy that will immerse your target public
with your message to create an urge for them to reach to drive sales. We
know this works because we’re currently up to our eyeballs in work from
applying this exact strategy.
105

106. Time to Hustle
Welcome to the 4th Quarter ­now
it’s time to hustle. With this quarter being
packed with holidays.... it’s an important quarter to get focused. All too often I
see companies mis­estimate
the effort it takes to actually drive sales and
revenue strongly through the fourth quarter and low and behold ­their
numbers sag.
You have to predict and plan for what's ahead and ramp up all efforts that will
allow for that extra push to make up for any crazyness related to this time of
year.
So what I’d recommend is two things:
1. Fill your sales pipeline to the very top to give your team consistent
new flows of prospects to speak to. We do this with our Prime
Strategy. This gives our sales team fresh “reaches” as we call them,
every week for them to work to sell and close. There’s nothing worse
than to leave your sales team to “hunt” for their own business with the
hopes of druming up some viable prospects to close... and
consistently no less.
2. Create a few smart videos that clearly handle the very things your
sales team is battling now in terms of objections. Just ask your team
“What is the biggest barrier you are hitting right now?” then tally the
results to see what the number one item is and then create a video
that addresses and handles this point. From there, put it in the hands
of your sales team and marketing team to use to help tip sales cycles
over the edge to close. (You may not know this but our high end
animated videos are actually part of our Prime Strategy so you can
knock out both of these steps with Prime)
So plan ahead. Predict smartly and the 4th quarter will pay off handsomely.
We can help tilt the odds in your favor.
106

107. Two Phases of Sales
I’ve talked a little about our campaign product which is a series of tightly
coordinated videos that walks through the sales sequence but I wanted to
clear up where and why this is key.
There are two phases of selling. The first phase has to do with the marketing
component. Most companies spend a lot of time, energy, money and focus
on marketing to attain leads for their sales team. So the marketing team is
mostly focused on that as their mission. This is what I would refer to as the
first phase of selling. Marketing to attain the result of leads.
But once the leads come in and are turned over to the sales team, the
second phase of selling begins. So the sales team needs to take that lead,
follow up, work the deal and follow through all the way to a completed sale or
closed deal. This is where the campaign comes in. See, the sales team
needs support and help through the second phase to ensure the leads are
worked all the way through from start to finish to increase the probability of a
closed sale. So where the first phase ends with the lead, the second phase
begins which is where the campaign starts.
So a campaign is meant to help support the sales team through the second
phase to nurture each lead and work the sales process steps bit by bit to
preemptively sell the prospect (lead) toward a closed sale.
Most companies have a lot of resources tied up in the first phase toward
marketing to gain a lead but few have enough emphasis on what happens
after to help the sales team in the second phase so they’re armed with the
right material to create a better probability of a closed sale.
What’s a lead really worth anyway if the second phase of selling falls to
pieces?
107

108. Urgency Dictates Budget
In sales, urgency really dictates budget.
I was working with a client the other day and we were discussing a video
project that was sizable for sure, but this specific company can afford it. It
ended with the client coming back saying that they didn’t have the budget for
the project or it was out of their budget or something similar. I’m sure you’ve
heard something like this before.
Anyway, the very next day, he calls me. They had a situation in the company
that required multiple videos on an immediate basis. We sent a quote for the
project and it was approved that day, payment and all!
So the lesson here is remember that budget is dictated by urgency. In other
words, the prospect needs to feel that your product or service solves a
problem and is urgent to them or to their goals or growth.
Ultimately, that’s the key thing. They’re trying to accomplish something and
are convicted about it and will do almost anything to accomplish that and you
need to help them do it. So your communication strategy needs to align with
their goals and be in line with their priorities to make it urgent.
Don’t ram benefits or your company history or how great you are down their
throats…. focus on what they’re doing, why and how you align with that and
the sales cycle will become effortless. Budget will just simply show up…. out
of thin air, when it’s urgent.
We’re completely obsessed with helping our clients companies grow using
communication strategies. We’re not here to sell video. We’re here to craft
communication that aligns with their business development efforts to get their
prospects to reach (urge to call or email and enter the sales cycle or close
the sales cycle) so we can forward their growth.
In that sense, what we do is urgent to our clients. We’re helping create
revenue leading to their goals being attained.
108

109. Viewer’s Choice
Put yourself in the viewers shoes for a second. Let's say you've come
across a company with a product or service that you may need but you'd like
to explore further. How do you prefer to educate yourself on what they do? By
reading their website or by watching a short video that succinctly sums it up
and answers your immediate questions so you can explore further?
I've obsessed over this viewpoint many times and as a prospective client of
various companies I've used, I can answer this wholeheartedly to say, I
greatly prefer to view a well done, clearly delivered communication through
video rather than sift through website content more suited for SEO purposes
than human consumption. Stuff that only seems to make sense to Google
algorithms but virtually make no sense to the average human reader.
So focus on doing your viewers a huge favor by creating a communication
meant for humans that truly delivers your message and answers their
immediate questions.
As a testament to this, I’ve actually noticed these days that I generally view
the videos as my main source and then I skim basic content on the site if
needed. I tend to prefer bite sized content that is easy to digest and that I
have the patience for rather than pages of it.
109

110. Demo it for the prospect
Using a visual aid in sales can be incredibly effective to demonstrate a
product or service or communicate a message. A lot of people tend to be
visual learners and need to see something in order to establish their interest.
It’s also said that in order for people to make a decision, they first need to
understand. So if you’re trying to sell and prospect and they don’t fully and
completely understand what you're selling, well, you’re making your life
harder than it needs to be.
Arm your marketing and sales team with visual material like videos to
communicate what you do and how and get these out in front of the prospect.
You can have the prospect watch the video while on a phone call as well and
just be quiet while they watch, it works!
Here’s a great example of a demo style animated video we recently
completed:
http://vimeo.com/59585988
If it were up to me, you would have about 20 videos like the above that all
communicate different angles for your company, products and services and
then I’d follow­up
with you to get a testimonial and case study because I can
promise that your sales numbers would be through the ceiling! :)
110

111. What does it really take?
More often than not I see people and companies mis­estimate
what it really
takes to execute a specific target or cause a specific action to occur and this
tends to lead to missed numbers or simply causes things to take much
longer to attain. From what I’ve learned and experienced, this boils down to
the estimation of effort needed to accomplish something. Human beings are
generally really terrible at accurately estimating the amount of effort
something will take in order to accomplish a specific target or goal.
Take any missed goal, quarterly target or objective and you can simply sum it
up to a misestimation of the effort required to pull it off. As an example, if
you're shooting a basketball to get it through the basket and the basket is 9
feet away and you consistently only apply enough effort to throw it 7 feet....
it’s safe to say that you’ll always miss.
So when you're looking at expansion activities within your organization, you
need to really dig in to know what it’s really going to take and then map it out
and simply execute. As an example, as it relates to sales, you’ll need to know
the following:
● How much outflow or promo needs to go out per week to get one
interested response?
● How many prospects does a sales rep need in order to close the
desired amount?
● What’s the runway to close each deal? In other words, how long does
it take to close one deal from start to finish?
● What’s the current average close rate for the sales team?
● Is each step worked out so you can assess where the sales cycle
stands at any given time?
● How many proposals need to go out to close one deal?
These are all questions to ask in order to figure out what effort is required in
order to pull off a specific goal or target. Once you know the specific details
you can then write down the items you know to create a roadmap of the effort
required to accomplish a sale. From there you can hand it to your sales team
and then have them apply the right amount of effort or be sure to surpass it
111

112. and you’ll start to see your numbers increase bit by bit with better and better
prediction week after week.
We know internally here that we need to know all of the above questions and
more and we then measure each and every one of them so we constantly
have our finger on the pulse. We also know that as it relates to sales, it starts
with applying enough effort to drive the initial interest first so we consistently
create new videos for our team to send to prospects that reignite their focus
and gives them fresh content and tools to drive sales.
Now that we’re in August and September is right around the corner, I’d advise
that we ramp up your efforts so we can help drive your numbers in
September through the end of the year.
112

113. You Create Urgency
Urgency for your prospects to buy your product or service emanates from
you. In other words, their sense of urgency or demand is actually
manufactured by you. It’s easy to fall into the trap of thinking the opposite; that
the prospect will reach out to you when they have the need and will realize
when they have that need. But that’s not the strongest and most causative
play here.
You need to produce their sense of urgency. You do that from reaching out to
them, staying on their radar, enlightening them or educating them with key
material that will spark their interest. Just because they aren’t immediately
interested to start with doesn’t mean you should stop. While you continue to
reach out, enlighten, put articles in front of them, show them case studies,
present videos to watch etc.... the prospects awareness comes up up up to
the point where they realize that they need or want you product or service
and that need or want enhances into urgency that is then spread internally at
their company which then creates the sale.
As long as you’ve done your homework to know your target public so you
know that you’re reaching out to the types of companies that need to be
clients of yours, then you should continue to reach out and work to increase
their awareness and create urgency for them. Because the fact is that they
probably already have a need for your product or service but they’re simply
not fully aware of it or it’s not immediately on their radar. They most likely
have or can get budget for it which leaves you with the task of staying
focused and on their radar to enlighten and raise their awareness to then
manufacture a burning urgency that then turns into a sale.
Always keep in mind that people are busy, distracted, overwhelmed in work
etc etc which can make it tough to get their attention but this isn’t a reason to
stop trying, it’s a reason to take further action to ensure your message
makes it through all the way until you’ve got their attention and they now
consider your product or service an urgent demand.
Videos can help immensely with this because people watch video these days
and it’s become the default tool for getting a message across. If you have a
series of great videos that deliver your value proposition, show a case study
example, handle a main sales objection point, tell a story or your history,
isolate what their key pain point is and how your company solves it.... you’ll
be that much further along toward closing sales consistently and their
urgency will continue to rise.
113

114. 114

115. Your Story
What’s your story? Every company has a story or culture that needs to be
communicated to their audience. These days more and more business is
done over the phone or online which means prospects don’t get to interact
with your company and the people internally as much. But you still have a
story and culture to show to your prospects that will help increase the
relationship with your prospective audience...
This is where live video plays a role. With a live shoot, you can show the
experience of your company. Tell your story or reveal your internal culture to
your audience which will help drive engagement with and give them a feeling
that they “know” you. It’s truly hard to replace showing your story or culture
and delivering an experience to the viewer that creates a sense of loyalty and
further increases their reach for your company. And the only way to really
accomplish this online is with a live video.
We just completed a live shoot for an aircraft company that reveals their
experience, brand and culture in a way that causes the viewer to “reach”
toward learning more about this company and feeling the urge to look into
their aircrafts. If you’re the correct audience for this video, I’m sure you can
imagine how this helps the company drive sales …. take a look:
http://vimeo.com/69347446
A week or so ago I emailed you a survey related to website viewing habits
and I wanted to comment on a bit of the feedback we’ve received so far.
Here’s some interesting facts from the survey results:
● 43% of all viewers watch video
● They only visit the homepage, about us and product page.... by far!
(This tells you that you need a video on these pages asap!)
● The most important element of a site per the survey was that it easy
to navigate and they didn’t feel overwhelmed from content and pages
and tabs. (Again, this tells you to keep it simple and have simple,
clean videos that clearly explain who you are and what you do)
115

116. You’re Trying to Communicate Better
Here’s two things you’re trying to do:
1. Communicate your product or service in a way that your prospect
understand it and see’s the need and
2. Communicate in a way that causes them to have the urge to “reach”
meaning that they feel they need to call or email to get in touch with
your organization. It’s an ongoing battle with many many companies
and typically the people internally at the company are not the best
candidates to write the copy.
So once the above is handled and you’ve nailed the communication, you then
need to figure out the best platform to deliver that communication to your
audience. When I say platform I mean the way the communication is
delivered such as website, video, PDF, email marketing messages etc. So
while I would advise that they all need to be tackled and done.... I would also
suggest that you look at popularity and what the audience prefers or tends to
lean toward these days. So think about this for a second..... lets pretend
you’re the prospect and someone is trying to gain your attention. What
platform do you prefer and what do you feel is the easiest way for them to
grab your attention? An email? Their website? A video? A PDF?
I can’t answer that question for you but if you’re anything like me (antsy....
busy.... sometimes distracted) then you’d opt for video because it’s simple....
it doesn’t require a lot of work on your part and you can quickly conclude
whether you’re interested or not. You know it will be a 1 to 2 minute
investment of your time and if you have a slight interest, then you’re likely to
click play.
So with that, if the communication is well done (and it MUST be) then your
chance at grabbing their attention is very very good and if you’ve done both
step one and two as listed above.... then they're going to reach (call or
email...) and from there.... you’ve got it made.
Richter is in the business of communication to an exact target public that
elicits reach. The reason we choose video as the platform is because it’s the
most workable method these days to deliver a communication that, if well
done, will cause the viewer to reach.
116

117. Case Study Videos
A key ingredient to sales is confidence. You need to inject confidence into
your prospects mind to inspire action from them. Nothing sells like
confidence.
So while it’s key to establish their initial interest and motivation to speak, the
thing that keeps the sales process and conversation moving along is
reinvigorating their initial motivation and gaining confidence with the prospect
while you work through the sales process.
How? We call it confidence material. A case study or several case study
style videos that show the prospect what it’s like working with your company.
How the process went. What the final outcome was and so on. Keep in mind,
at the end of the day the prospect is thinking... “yeah, but how does this affect
or help me?” and you need to show them that. Being empty handed at this
stage isn’t smart and makes selling longer and harder.
We help our clients create well crafted case study style animated videos that
deliver a real life walk through experience so their sales team can use the
video to help push deals over the edge to a closed sale.
117

118. It’s an Equation
There are basic laws when it comes to driving new business and revenue
such as this: the amount that you send out into the marketplace will result in
a certain amount back in to the company. In other words, you can actually
chart and come up with a percentage for how much inflow you get from your
outflow efforts.
So while many come up with other reasons for why sales might be down or
why you’re hitting barriers such as economy, time, budgets and so on, the
truth is that the simple math in terms of what’s needed to result in a certain
amount of inflow is off.
You need to be driving your outflow efforts consistently and expanding those
efforts week after week to ensure you drive in new business. The challenge
is that you may not know what the most effective method are. What to do.
Who to target and ultimately probably don’t have enough time in the day even
if you did know.
118

119. Considerations Bog Sales
If you have ever experienced a sale that seems to come to a slow halt and
moves into a waiting mode.... it’s due to a consideration that has not been
handled by the sales rep. In other words, the prospect has a concern that
your product or service won’t handle their problem or some other concern
about it that they aren’t telling you.
So, you need to find out what those concerns or considerations are in order
to handle them. The second you can get the prospect to tell you what they
are, you can then move to sell and close the deal but up to that point, it’s
basically dead in the water.
Once handled, the cycle can go from a close that was quickly becoming a
future cycle or possibly never, to one that happens now. It’s a massive time
saver.
A great way to handle this is to email the prospect and ask them point blank,
“is there any consideration or concern you have that I haven’t gone over with
you that would prevent you from moving forward.... let me know so I can
help...” Then once you have gotten the feedback, handle it with whatever is
needed, a case study, client testimonial, video that really sells the product,
phone call to walk them through the process etc.
Hope this helps you with your sales!
119

120. What You're Trying to Avoid
Most of us look where we’re trying to go. Goals we want to attain. But more
often than not, we forget to look into the future to predict and see what we
need to avoid in order to attain our goals. In other words, we aren’t assessing
future obstacles or problems that need to be addressed now in the present,
in order to avoid them in the future.
For example, Sunday is July 1st. We’re headed straight into summer which
means all efforts need to be heavily ramped up in order to push through this
time of year when we battle “out of office” messages, crazy schedules and
sub­par
sales numbers.
This can be avoided altogether but it must be planned for and the execution
of that plan needs to be put in motion today.
120

121. Why Multiple Videos
As it relates to marketing, PR, advertising and sales.... operate on the basis
that you are never doing enough. This viewpoint will dramatically drive sales.
You need to immerse the audience with new fresh content from your
company coming out consistently like a tsunami.... sounds funny but I’m
serious. Get the word out there on a massive scale.
One video is a good start but my recommendation is to have many videos
that have different messages for your products, services and company. One
video will help sales but 20 videos... or 30 videos that are flooding out from
your company will take things to a new level. I realize that it sounds like a tall
order but it’s a very smart play. Take it one at a time and keep it flowing.
Lastly, our videos work because we don’t write copy like most out there. We
actually have a special technique which is a formula that causes a “pulling”
effect. While many copywriters write what they feel is interesting or answers
questions or follows a specific message, we write what creates reach.
There’s an actual method to do it and we train all of our copywriters on it.
So, my recommendation is to focus on volume and never be satisfied that
you’ve done enough. Drive a volume of content out to your exact target public
and your sales.... will be positively affected.
121

122. It’s in the writing
When writing a communication to your prospect, remind yourself to really
write from their viewpoint so you truly understand what they need or want and
how you can serve them better. It’s easy to fall into the trap of emailing to
simply nudge or follow up or try to confirm an appointment but it can be
wasteful.
In other words, why are you emailing? What’s the purpose? What does the
prospect need and why are they motivated to stay in communication with
you? How does your product or service help them? Why are you sold on it?
What problem are they specifically dealing with or what frustration do they
have that they need help with?
These are the things you need to answer for yourself and then act upon. The
result will be a communication that shows you care and the intention will
impinge on your prospect to result in them getting into communication with
you and moving the cycle along. All too often I’m sure you hear your sales
team say something like, “they went silent” or “they’re out of
communication”..... which is directly the result of the communication being
sent to them is not interesting, genuine or communicating to their needs,
wants and problems with intention.
Start communicating as stated above and you will see more prospects get
into ative communication with you and of course, sales will increase. Sure, it
takes a little more time and discipline to do it this way but that shows all the
more that you care enough about the prospect to take the time to do it.
At Richter, we specifically train our copywriters to take on the prospects
viewpoint and to understand how to extrapolate key information that they can
use in their copy that will help gain a response and forward the sales cycle
when writing copy for videos. It’s vital and it works.
122

123. A Different Origination Point
The word “compare” comes up a lot in our business as it relates to videos
but when you look at the origination point of a video, it completely changes
everything and puts us in a category that doesn’t compete whatsoever
because the origination point is completely unique to us.
This differentiating factor for richter compared to other companies that create
videos is the way we craft a communication. The degree of success boils
down to the origination point of the communication. Most companies start
from various different origination points such as "explainer" or from the
company and its product or service benefits for the prospect while Richter
specifically focuses on the target public and their needs, wants and
motivations all toward creating what we refer to as “reach” as the main
origination point which when done effectively creates an urge in the audience
viewing the video for them to reach out and call or email. That's something
unique to Richter. We’ve actually created a formula for writing the copy and
have a training manual for our team to follow so they standardly create that
result.
So ultimately when comparing video companies it’s not really an apples to
apples comparison although it appears it is. The little change and difference
in the way we tackle a communication project makes a world of difference in
the final results.
123

124. Change Is Constant
Imagine for a second if a business didn’t change things up on you to show
you fresh products, fresh ads, fresh ideas, fresh content..... I think it’s safe to
say that a sense of boredom and disinterest would set in wouldn’t you?
We know change is a constant in business which means you need to keep
fresh products, ideas, ads, content and so on in front of your prospects and
clients in order to maintain interest, excitement and passion.
Apple recently had another one of their major keynote events and change is
one of the things I think their doing very well. Not drastic changes to revamp
the company but rather changes that keep their audience excited. Fresh
products, fresh aesthetics, fresh ads, fresh content etc. It creates excitement
for their products and company overall. People look forward to what’s next.
So with your company, start looking at what needs to be changed or updated
to keep your prospects excited and interested to make them buy or continue
to buy from you. Since we deal with video, imagine if you just used the same
video over and over again..... it’s easy to see how this gets stale as an overall
approach. Now imagine if you had fresh videos every 1 to 2 months that you
could put in front of your prospects to fuel their interest and excitement. The
same can be said for your website, website copy, email copy, marketing
efforts and so on.
Keep it fresh. Keep them energized and keep changing it up on them. It will
help drive sales.
124

125. Cows Meander
Cows meander. They don’t just walk straight into the gate where you’re trying
to get them to go. They need to be ushered and prodded to get them to go
precisely where you want them to go. If you let them, they’ll walk outside the
gates and eat grass. You’re role is to poke, prod and if needed…. muscle
them through the gates with total control.
So using this concept lets dissect the last stages of a sales cycle. While you
may have done a great job to have a discovery call, get them a proposal and
walk them through the stages to make it toward closing …. you can’t just let
them loose at the end and expect for them to walk through the gates to close
the deal. This happens all the time. Salespeople just let the prospect loose at
the end and lose control while expecting the prospect to just wrap
themselves up to conclude the deal. But this actually adds more time to any
cycle and more unnecessary barriers than almost anything else.
So while I’m being very mindful to not refer to your prospects as cows…. you
should indeed think of this analogy to understand the level of control and
effort needed to actually control your cycles and muscle your cows through
the gate. When you start to think in these terms, you realize how much
additional control is required at the end to fully see the deal through to a
completed cycle. So don’t let them meander. You’ve done a great job getting
them to where they are…. now do what it takes to see it through. Apply the
utmost control at the end to ensure that they get through the gates because
truthfully it’s good for everyone involved. Letting them meander is a disservice
to them and pain for you.
Sometimes at the very very end, the prospect needs to see something
additional to just tip them over the edge… this is where an irresistible case
study style video or PR style video with press comments, testimonials etc
can play a strong role.
125

126. Don’t Run Out of Fuel
One of the worst things in sales is to have lack of content. Lack of tools to
help provide confidence and inspire action. It’s the worst because now you’re
the sales rep leaving voicemails and sending emails along the lines of ….
“just following up….” …. yuk!
Don’t put your sales team in this predicament. They need fuel and fuel
comes in the form of things like videos to show your company's story, case
studies, customer testimonial, your pitch, etc. This combined with things like
elevator pitch PDF’s, other case studies, infographics and so on will help
your sales team get and keep the attention of your prospects and will give
them confidence to move forward.
There’s something to be said for a strategy with sufficient quantity of great
content. After a while, the prospect can’t resist.
So ensure that you truly have done enough to fuel up your sales team with
content that will help provoke the next steps, get prospects in communication
with them and will inspire confidence and action to close deals.
126

127. Focus on Outflow
After holidays and long weekends, the communication level can sometimes
die down a bit especially on the sales lines and then people tend to say things
like... “well it’s just after the holidays...” to try to justify the lack of activity
happening.
So the immediate and best handling for this is always outflow. You have to
get everyones attention on outflow activities ONLY and take any and all
attention off of inflow elements such as getting call backs, having proposals
signed, emails back etc. Don’t worry about any inflow item, only focus and
push outflow related items like, phone calls out, voicemails left, proposals
out, marketing material sent, emails sent, marketing emails sent, meetings
booked etc. Have everyone adopt this viewpoint to crank on the outflow and
you’ll see that the inflow will take care of itself.
This is and always has been a very successful strategy we’ve applied here
and it works wonders. So crank up the outflow and do it in volumes that are
much much bigger than you are currently doing and you’ll see that inflow will
magically trickle in and then start to become a flood!
Keep in mind that videos are incredible outflow tools. You can post them to all
social media sites, your blog, email them through your marketing list, have
your sales team send them to prospects, post them on your website, place
them in ads on Linkedin etc. So use videos and lots of them! People tend to
watch more and more video these days.
127

128. Turn a Spark Into a Bonfire
Sales has a lot to do with interest. Gradients of interest. Your job is to
increase the level of interest to a point that it flares up to a concluded sale.
Every person you speak with via phone or email in sales has expressed
some level of interest. So the challenge is turning that initial spark of interest
into a bonfire that fuels the sale.
A lot of salespeople get caught up with the mechanics of selling like
objections, barriers, timing, budgets etc but the truth is, it’s almost all about
interest. If the prospect is interested enough, the barriers, objections,
budgets, timing ….. just melt away.
Take the new iPhone 5 set to release this week as an example. The people
who stand in a waiting line in front of the Apple store do it because Apple has
done a fantastic job to fuel their interest to such a point that budget,
contracts, timing etc are all secondary issues.
You have to get your company and it’s products or services in front of your
prospect to fuel interest and increase it to the point that it exceeds any other
issue. Once the prospects mind is at the right level of interest for your
product or service, all other barriers become a non­issue.
So your challenge then is keeping them interested and doing it over and over
to turn that spark of interest into a bonfire. We do it with things like videos
each month presenting different angles or services, new elevator pitch
PDF’s, case studies, enticing emails, websites, etc.
Don’t expect the prospect to keep themselves interested because there are
far too many distractions these days. Continue to interest and fuel their initial
desire or problem they’re trying to address and handle and you’ll see that
many will finally say, “Ok, we’re ready to get started…”
128

129. More of Everything at the End of the Year
With the end of the year coming into sight, it’s critical not to mis­estimate
what it will take on the sales side of things to finish strong for the year and
avoid any dips in the coming months.
Be proactive by ramping up all sales efforts to bolster and expand sales
through the end of the year. By doubling or tripling the current efforts through
October, November and December you can avoid making your life harder
than it needs to be.
129

130. While Your Competition Procrastinates
Right about this time of year a lot of people and companies push off vital
actions they should be taking and let off the gas pedal when they should be
flooring it as it relates to sales and revenue.
Think in these terms; what if your competition is slowing down or
procrastinating coming into the new year on things related to sales and
revenue and rather than pushing every action to the fullest, they are operating
on the basis of "after the new year".... or "in 1st quarter..." Then imagine while
they are pushing off key actions, that you are driving forward to increase your
actions related to sales and revenue. You want to start January 1 already
running as opposed to being lethargic and just starting to work on items for
the new year.
I can promise you 100% that many of the companies you compete with will
be dragging their feet around this time of year. They won’t be focused on
making decisions to set things in motion that will work to drive new business
starting January 1. They will be focused on delaying those decisions in order
to setup a meeting to discuss those decisions after January 1 and by that
time, you will have already put things in motion that will ignite the new year
and give you a competitive edge to get the year started on course.
It’s certainly easy to fall into the trap of coasting toward the end of the year
and pushing off decisions and actions into the new year but it’s not a smart
play and it hurts your overall momentum. So make a list of all of the key items
that you want in motion and get them in motion now.
As it relates to creating a video, keep in mind that it takes about 30 to 45 days
to complete the project from start to finish which means if you started now,
you would have it ready to blast out at the end of December right before
Christmas or at the very beginning of January.
130

131. Keep the Team Energized
There’s the strategy of using a video to sell your prospects but keep in mind
that you also need to keep your sales team sold and energized. In other
words, your sales team gets bored or uninterested in your products or
services and wind up producing lackluster sales performance.
It’s as important to sell your own sales team as it is to sell your prospects. By
keeping your team energized and excited about what you sell, they will then
convert that energy into better sales performance.
You should have fresh sales videos in front of your team monthly that gets
them excited and that they can use to put in front of all of their active
prospects to talk about. A simple strategy like this can go a very long way in
terms of sales performance.
In sales, it can be tough to stay excited, energized and motivated day in and
day out. It requires fresh products and material to keep the team interested
and pumped about their day.
So while videos are great for selling prospects, they're also great for selling
your sales team on your companies products and services which leads to
more sales for your company.
131

132. Attention Works
There's a simple fact that attention alone helps to drive interest and sales.
Not being known can be one of your biggest barriers to new sales. So simple
yet so many companies don't get sufficient attention. I was in Seattle recently
and the city is plastered with promo and banners for the King Tut exhibit. I
mean plastered. It was on my hotel room card, signs in front of the ferris
wheel, park benches, retail shop windows, the top of taxicabs, on the back of
restaurant menus.... I mean they’re seriously getting the word out.
By the time I was leaving the city all I could think about was how I needed to
see the King Tut exhibit before it leaves the hemisphere in January 2013 as
they promoted.... so I'm planning to go back to check it out.
Point being ­attention
works. Get attention. Not a little ­A
TON!
I personally think people are utterly crazy when they make comments about
budgets and monetary concerns when it comes to getting promotion and
getting attention. It's absolutely not a senior factor. The senior factor is to
strategically get the word out in ridiculously huge amounts to get attention
that drives revenue.
This strategy aligns with the very core of what Richter is all about. We focus
on driving attention strategically for our clients to get them in front of the right
people and companies at the right time to flood them with fresh interest to
help them drive sales and overall growth. We're obsessed with it.
Don't take a delicate or conservative approach to getting attention. Hammer it
as hard as you can to drive interest and you will inevitably drive growth.
Think about it for a second. What if you created a new video to put in front of
your audience or prospects every single month. A new elevator pitch PDF or
case study every week.... you get the idea? You would start to spike the
inflow of communication because you’re getting peoples attention.
132

133. Piggy Banks Can’t Work
I hear my sales team talk a lot about prospects that tell them that the budget
is tight or they are re­working
the budget or some other concern related to the
budget and I always get this vision of my son’s little blue piggy bank he has. In
other words, a budget is basically just a saving account or a piggy bank that
you put money into and take money from as I’m sure you know. The point is,
as it relates to a business, the only way to build the piggy bank (IE budget) is
to deposit more money into it. And the way to do that is to drive revenue
which comes from sales.
So, when it comes to sales, you need to constantly invest in new ways to
help your sales team and marketing team to get the word out about your
company to spark interest and drum up new business.
This means that money needs to be taken from the piggy bank and spent
wisely in order to have more money to put back in the piggy bank. So the vital
focus is not on what’s in the piggy bank or how to count it better.... but on
how to use it better to make more of it. Piggy banks simply can’t make the
money themselves and budgets are not the main concern.... revenues are
which come from sales.
So, when there’s budget constraints, it’s actually a revenue problem. In other
words, the issue is that not enough revenue is coming in to build the budget
and the budget shrinks and makes things “tight”. While I’m not an economics
professor, I do know that revenue is senior.
In terms of priorities, you need to ensure funds are being allocated to smart
marketing and sales strategies that will help your people and company drive
new revenue and grow sales that will ease the budget constraints and then
again, allow you to invest further to grow sales and revenue.
133

134. Power of Focus
I think we can all agree that it’s really really simple to get distracted or to
chase butterflies (be all things to all people) in business. And while we can
chalk up revenue to some degree with a less than focused approach, it’s
simply not the smartest, strategic or efficient.
Being focused means knowing your exact target public (no, not the
demographic... more specifically “who”) and the exact communication for
that target public that will spark their interest. The target public also means
the exact companies and people that align with your company and your
people. It could sound narrow but lets not forget that we now have 7 billion
people on this planet and growing so your target public is probably quite a bit
bigger than you may think.
Once you’ve done your homework on the target public and crafted the
communication that caters and truly communicates to that audience ­you
can then work to position your company, products and services and your
people to invest every fiber of that focus to become a world class leader. This
is where things get interesting and your revenues blowing through the roof of
your building.....becomes a natural course of events.
We obsess here at Richter on this focus for our clients because we know
that focus is the road to aligned revenue and growth.
134

135. Apple and Google Take Products to Market with Video
I think it's safe to say that we can all agree that Apple and Google are
successful companies. They've proven time and again that they know how to
promote their companies and their products well.... very well. They’re smart
companies that apply sophisticated methods to entice their specific
audiences.
So I think it's worth observing that these powerhouses always use videos to
launch their new products to market. Why? Because it works. It's proven out
as a standard successful action. They know that so they invest heavily into
smart video trailers that help to make their products irresistible.
Here's two recent examples:
Apple ­http://
www.youtube.com/watch?v=pGXFGjponC0
Google Nexus 7 ­http://
www.youtube.com/watch?v=5LysTmwDan8&feature=c4­overview­vl&
li
st=PL42252559AEF0E0CB
So when you're developing your sales strategy, a core focus truly needs to
be on videos that deliver an emotional punch. That resonate with your
audience. That create an urge to reach out and that ultimately help facilitate
sales actions to occur.
I'd then strongly suggest that you don't look at video as a one time project like
a website but rather look at it as a campaign. You need a full arsenal of video
trailers that woo your prospects and create an impact on them that causes
an effect giving them the urge to reach out or be a part of your company
somehow. A campaign could mean an overview trailer, a product video, a
story video, a client testimonial, a case study style, a mid­cycle
sales video, a
basic purpose video, a culture video etc.... so think in terms of a campaign
and think to truly immerse your prospects with a tsunami of incredible copy
and communication coming at them in waves in the form of videos that
makes your company and its products or services irresistible so they reach
and so you actively drive fresh business from both new and current clients.
135

136. Think Like Sales
Sales can be a tough job. It takes constant follow­up
and follow through as
well as energy focused on interesting the prospect, getting them excited and
energized to truly sell them on your product or service to result in a closed
sale.
You have to have a dynamic approach that is methodical and keeps the
prospect focused, interested and moving along the process.
If you’re relying on calls and emails exclusively, you're making life harder than
it needs to be for your sales team and you're hurting revenue potential.
The sales team needs all the support you can muster up.
Go and ask them what barriers they are hitting up against? What problems or
objections are coming up? What issue do we need to nail in order to handle
the prospect and close the sale? Then ask them “if we created a video that
fully communicated and handled those points that you could send to your
active prospects, do you feel that would push your deals over the edge?”
The sales team needs help. You need to provide them with tools like new
videos consistently so they can send them to their active prospects to help
close deals. They need an excuse to follow­up
because no one likes leaving
a voicemail that says” Hi.... just following up to see how....” because it doesn’t
work. Give them an excuse to call and say, “ Hi John, I just sent a new video
that aligns with what we discussed earlier, call me once you’ve seen it.....”
You need to assess whether you are providing your sales team with sufficient
tools and resources to keep their pipeline interested, engaged, focused and
moving along the sales process toward a closed deal.
You’d be amazed what can be accomplished with a well articulated 1 minute
animated video that nails a specific point for the prospect resulting in a
communication along the lines of “Ok, we’re ready to move forward.....”
136

137. Who Are You Communicating To?
There's only one important person when it comes to writing copy that you
need to focus on ­the
audience.
It's so easy to be proud of who you are and what your company represents
that it's nearly impossible to resist the urge to write copy to the effect of
"here's who we are... how long we've been around, why we're great..." but it’s
a mistake to do so.
The only thing the audience cares about is themselves as funny as that may
sound, it's true. They have needs or problems they’re trying to handle and the
only reason they care about you or your company is because they’re trying to
handle it. That sounds a little brash but it's the way people are. They’re simply
trying to solve some problem related to them and they’re seeking answers
and solutions.
Think about any time you were buying something. You did it because you had
a problem, need, want or desire of some type right? Ultimately you didn't buy
because the company won 10 awards or started in 1971 or anything else ­you
bought because the product or service served you in some way that
aligned with your motivation.
So when you’re communicating about your company on your website or in a
video ­do
it in a way that focuses on who you are communicating to rather
than where you’re communicating from. In other words, the communication
should be tailored to the reader or viewer as opposed to it being created from
the sending point like the company.
137

138. You Want the Right Relationships
As it relates to revenue, it’s clear that you need new business coming in
consistently but what tends to happen is that you end up taking on any and
every new prospect that may or may not align with your company. This
approach can be costly, inefficient and ineffective in the long run.
Ultimately what you need is the right type of business. Sure you could
essentially sell anyone, but why would you? If you had clients that aligned
perfectly with your company, were profitable and meshed well and were
already inclined to buy from you ­it
would exponentially launch your business
development and revenue efforts to help fuel growth.
With our Strategic Relations program, we do just that. We deliver
relationships with the exact audience that aligns with your company that are
most inclined to do business with you. We handle all of the pre­sales
efforts
leading up to the point where we can turn over the right kind of relationship to
your sales team which makes their life easier and aligns with your company.
If you're a business to business company, you don’t need to waste so much
time and effort on methods that can be very costly to be fruitful and that bring
you hoards of the wrong audience that you need to cull through to find the
ones that are right.
We’ve developed the most effective, zeroed­in
approach to define, find and
create relationships that are ideal for our clients. If you would like to discuss
our Prime Strategy a little further, let us know.
138

139. What Your “About Us” Should Be
In a perfect world, all companies “About Us” pages would be a huge video
player that communicates who the company is and what they do in simple
terms that has beautiful music, animation or live footage and a message that
packs a punch in two minutes or less.
I frequently come across sites and honestly just want to know who they are
and what they do in simple terms so I can get my immediate question
answered and from there, I can dig further to learn more, read more or have
a call to discuss further. Very few about us pages accomplish this.
With video, you can write a powerful message, use aesthetic visuals to
communicate along with music that helps deliver the message to make it all
sink in to a captivated audience.
139

140. It’s Not About Price - It’s About Value.... Always.
A business needs to be smart about what they spend their money on ­no
question. But ultimately every decision is about value. It’s about what
something is worth. If you hire a new employee, it’s not about what they cost,
it’s about what they will bring to the table. What they can produce and how
much value they will bring to the company. Sure you don’t want to spend
through the nose for that person but I’d be willing to bet that if you knew they
were an absolute rockstar that you would be willing to spend more on their
salary because you know they are going to perform and create more value
for the company right?
That’s the case for everything. You assess things based on value. When you
assess based on price alone, you're at risk of making a poor choice. Take
our business for example, lets say you’re looking at doing a video but you feel
you can get it done cheaper somewhere else. Now, the question that enters
in here is are you going to get the same value? Take the copywriting alone....
what if the message is written in a way that completely misses the mark with
the audience? You’re left with a video that you got a great deal on but is
basically worthless.
Value is senior in terms of making decisions for any company. You can and
should assess every single decision based both on price and value with
value being the key factor. If you always make decisions after assessing
value to ensure that the value exceeds the price involved, you will always end
up with good decisions and good outcomes.
We set all of our prices at a fee that we know is well below value which
makes our products and services easier to sell. We know the value is higher
than the price and we know the value to our clients in terms of helping them
expand their companies and bring value will be much greater than the cost of
our products or services. We don’t sell price here, we sell value.
140

141. Why Isn’t It Closed?
What’s stopping your sales prospects from becoming a client? Think about it
for a second, if a deal isn’t closing or seems stuck there’s something
missing. Sales has a lot to do with confidence, considerations (or thoughts
that become barriers) and objections that are lingering in the prospects mind.
So your job is to find out and understand what they are and then work to
handle them to get the prospect completely sold, convinced and confident in
your product or service and company. But how?
You need to remind them and continue to push their “interest” button. What
gets them interested and keeps them interested to the point where they say...
“lets do it!”...?
When you use videos such as animated ones that explain a product or
service or text on screen animation that hits them on an emotional level, they
tend to watch them if they’re between 30 seconds and 2 minutes. Each video
they watch helps to fuel their interest and keep them interested if it’s done
correctly (by correctly I mean fantastic copy combined with great animation
that clearly communicates the message)
141

142. Business Doesn’t Stop in Summer
Although many vacation through summer… the fact is that business doesn’t
stop moving. It can’t and won’t wait for anyone.
Your company and message need to be in front, top of mind, working to sell
your company and its products or services…. even while you’re not there.
That’s where we come in. We’re here to ensure that our clients have their
company in front of their audience at all times. And during the summer
months is truly not the time to ease off the pedal ­it’s
a time to triple the
efforts so there’s no lull.
The people who promoted the concept of “peaks and valleys” were
reasonable slackers. We’re not. We remind our clients to push ahead, triple
their efforts and stay ahead because…. we care about their growth.
Factually, the better they do, the better we do.
So let’s push your growth through summer. Yes, you may be on vacation.
Yes, they may be on vacation. But business doesn’t stop. Sales need to still
happen and efforts need to increase through summer.
Let’s get to work!
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143. Follow through
One of the biggest barriers related to sales is follow through. It plagues both
sales and marketing teams. Because the marketing folks work like crazy to
get quality leads and then the sales team needs to see those through from
start to finish to conclude sales.
Only, many times the follow through doesn’t happen. Why? Because the
team gets distracted, is unorganized, moves on to other things or is not
armed with tools that will help them enlighten and sell the prospect from start
to finish, so they run out of gas and just let it drift off into the darkness….
This costs companies a fortune in lost opportunities and revenue.
I’m here to prevent and stop that from happening. My job is to help you get the
tools your team needs such as videos, that will help sell prospects and arm
your team so they can use these tools to follow up and follow through on the
active cycles.
So when you’re considering budget as it relates to creating video projects,
also consider how much is currently being spent and lost from lack of follow
through on active cycles. You’ll see that having really strong communication
tools is one of the best investments you could make.
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144. The Time is Now
Frankly, the times now... Always has been
Every now and then we have a client or prospect tell us to be patient.
I get it. They want to subtly tell us to allow time because they're dragging their
feet a little or feel there are more important things. Only, there aren't.
Look, I've never read one business or sales book anywhere that ever advised
patience as a strategy or procrastination. So while I realize that no one wants
to feel rushed or pushed, the truth is that we've built a culture here to be that
driving force behind our clients to help them grow. We're not ashamed of it.
We aren't going to feel bad when you've doubled your monthly revenue
because we nudged you to do it now instead of later. :)
Now is the time. It always has been. Let's act now. Let's get a project started
now that you can be proud of and thankful for in August, September and
October when you need it most.
We're in the middle of shooting two live client testimonial videos right now for
our work because of one reason, what we do works. We help our clients
companies grow.
I've attached a letter from one of our recent clients for your review.
If you have any concerns or apprehensions that are holding a project back,
please let me know them and I will do everything I can to address and handle
them so we can remove the roadblocks and get things rolling.
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145. It’s Always More
It’s pretty amazing how much action and energy it truly takes in sales and
business to attain the results you’re after. But with all the noise a commotion
from social media, email, daily distractions etc ­it’s
just the nature of the
beast these days.
So, my job here at Richter is to ensure my clients get fresh tools that they
supply to their marketing and sales teams to help arm them and to help them
woo new prospects so it then helps my clients successful attain their
revenue and growth targets.
Often, it just takes more action than anyone estimates. So I want to
absolutely ensure that you have an entire fleet of videos that walk the
prospect from start to finish and that helps get them to the point of desiring
and demanding your products or service. And, unfortunately, one video or
one contact with a prospect isn’t enough. We need to build out an entire
campaign for you.
Sure it requires an investment but that goes hand in hand with growth. So
lets push forward and get you the tools you need to really communicate your
message end to end so we make your marketing and sales efforts easier
while not falling short on what’s truly needed to get there.
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146. Run, Don’t Walk
It’s always scary to me to experience time flying by. When I look up to peek
around and realize that we’re now mid­March…
there’s a part of me that
freaks out a little.
As it relates to goals and ambitions, it reminds me to run rather than walk. It
takes a lot to get a little. I think we’ve all experienced our estimation of effort
being off by a little or a lot! Ouch!
Look, I’m here to push you. I want you to have your best year ever and I want
to play a part in that.
We had a sales meeting last week and one of our vice presidents said it like
this, he said, “I consider myself a video arms dealer and my job is to build an
arsenal for our clients. I want them to win the war!” :) Half jokingly of course
but he makes a good point. We’re here to help you win.
It takes a lot of work in sales to get through to the prospect and it may mean
that you need a well coordinated campaign of 12 videos to ding in your
message to truly sell them. We know two things cold, how to identify a target
public and how to craft communication that will resonate with them so they
have the urge to reach (call, email or buy).
So I want to ensure you’re on pace for the year and taking actions in the right
orders of magnitude that will lead to hitting the numbers you want to hit this
year. It’s mid March. Lets hammer your message home.
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147. Why So Urgent?
It’s so incredibly easy to push off an activity like buying a video and starting
production because there’s virtually unlimited other activities that can distract
us in business.
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