I met Brian, the author of the video below, as a commenter on my post about using YouTube to achieve search rank. He showed me link that is an INCREDIBLE example of how to use video in your online marketing efforts without being spammy, sales-y or totally over-the-top, while still incorporating solid direct sales tactics and principles.
Watch, then review my commentary below:
The most important thing Brian, the fella who made the video (actually his 11 year old taped it!) did, was SHOW and not tell.
By *showing* him getting the package at his doorstep, unpacking it, loading the egg whites into his fridge, putting on the pump and ultimately drinking them, he’s brought the viewer into his world, into his experience. We can see how very easy it is to use the egg white, we can imagine ourselves unpacking the box and putting them in out own fridges, having a glass as our workout/eating schedule dictates.
I kinda thought the video was really “home brewed” and not very polished.
And that’s exactly the point! If he’d been on a professional set or greenscreen, it would be obvious to everyone watching that this was a set-up. As it stands, it just looks like a real guy telling folks about a product he uses and believes in. Heck, there were even some dirty dishes in the sink – that’s REAL! And real is what YouTube is all about.
He also wrote:
The video is really rough and was not pre-thought, but I’ve received around 500 views in my first week and even better is that my conversions to sales has gone up and people have made larger purchases.
And here’s where we get into the awesome job he did of selling without being a schmuck. First, if it had been scripted, it would be obvious, would sound painful, and would totally have been a loser with the YouTube crowd. It’s a good idea to know what you’re going to say, but a bad idea to memorize and script your YouTube videos.
So he takes the box in, unpacks it, and his viewer sees exactly what they’ll be getting when they open their own box. Brain encourages people to buy 4 gallons of the egg whites, and explains how it’s no problem to do so because they last so long in the freezer. He explains that he goes through about a gallon a week, and that by ordering 4 gallons one gets a bulk discount. That is precisely why customers coming through his website are making larger purchases then they were previously, as he reported.
He overcame objections – “I’ll never use that much,” and “How long does it last though?” before potential customers even had the chance to ask them in their own minds. Brilliant!
Brian goes on to show us how quickly he’s able to accurately measure out the product with the pump – again, overcoming objections before they even pop up – and shows us him mixing and drinking the product. Tasteless and odorless, he says, and then demonstrated by downing a glass in a few seconds. Looks easy to me!
Finally, he goes as far as to show him returning it to the fridge, rotating out a new jug for the old, really putting the viewer in the position of possibly using the product themselves. It’s all very easy. Throughout, he explains why the egg whites are the best ones to use, why they’re better then powdered and how he personally uses them with his bodybuilding regimen.
I think one of the keys to his video, and any affiliate promotion, is that the affiliate, Brain, knows the product inside and out because he is also a customer. You can’t beat the inside knowledge and enthusiasm a real customer has for a product. I alway purchase and use a product before recommending it, just like Brian doe, and I recommend you do too. You’ll be prive to tricks, information and experience you’d never have otherwise that will give you the edge.
Brian’s video has cultivated an awesome response from the YouTube community in both number of views and a lively discussion in comments. He’s made sure to check in and respond to comments as well, which is really important when one wants to be seen as an expert in your niche.
Tips to implement:
- In the “Description” field of the YouTube page, if you put your URL first, it will be hyperlinked, blue and underlined. I’d recommend doing this for this video so people can just click on it to get to the website after viewing the video.
- At the time of this writing, if you search Google for the term “egg whites international” this video comes up at #5 (#3 if you don’t count same domain listings). Now, check the video title – it’s “Bodybuilding Protein Supplements by Egg Whites International.” He may be able to get a jump in rank if he were to re-arrange the title to read, “Egg Whites International Bodybuilding Protein Supplements” or “Egg Whites International.” Title plays a big part in Google’s rank of YouTube videos.
- I’d watermark the video to show the URL throughout it’s play, so people have it burned into their brains.
Homegrown? Maybe. But that’s what YouTube is all about! This is a perfect example of using YouTube as an affiliate and still contributing value to the YouTube community. Not being a marketing schmuck.
Check out Brian’s Egg Whites International website if you’re sold on this stuff – I nearly am, and I haven’t worked out in 9 years!