The newest book in our #SummerMarketingBooks series talks about how to take sales & marketing beyond the printed or spoken word.
Our guest Tyler Lessard has worked at high-flying tech companies like BlackBerry and lives in the Waterloo Ontario high-tech hub with his wife and four kids. Whenever he speaks on stage or is a guest on a show, he talks about how to modernize the way sales and marketing people communicate. I consider him to be a marketer’s marketer. What I mean by that is he’s dialed in to marketing tech, so seeing him come out with a book in 2020 called, The Visual Sale, I knew I needed to pay more attention to video.
Listen in the show for the reasons why he thinks today’s buyers expect us to show up visually, not just in text they read or orally over the phone. He walks us through how to make videos seen when prospects are researching a purchase, when they are ready to decide and even after the sale. Most importantly, take it from a guy who describes himself as a hacky video creator, how little you need to get started shooting video.
People/Products/Concepts Mentioned in Show
4 E’s of Video:
Marshall McLuhan assertion that “The Medium is the Message”
How Walt Disney appeared on video (we’ve moved past this kind of talking head video)
- Retrofoam of Michigan weekly video series “Foam U”
- Co-Author Marcus Sheridan’s book: They Ask, You Answer
- The book’s companion site TheVisualSale.com.
- Tyler’s profiles: Personal site, LinkedIn and Twitter
- Past episodes of the Creating Connections show on YouTube and Apple podcasts
- Tyler is VP Marketing at Vidyard, a video tool used by B2B companies for marketing and selling.
Great quote from his book: “If you don’t think that video can do a better job than text on a webpage or text in an email, think again!”