*Kegan Gill, F-18 super hornet pilot who holds the world record for the fastest ejection from an aircraft at 700mph*

The Lost Connection

In the world of advertising, a crucial human characteristic often gets overlooked when striving to earn customer loyalty or retention. While it's shown in documentaries, television shows, and films, it seems to be absent in modern advertising.

Personal Connection

The primal human connection between businesses and clients has been lost. Most companies focus solely on demonstrating how superior their products are compared to competitors. While this is essential for any company, it's equally important to showcase the people behind the business.

People Do Business with People

We're all familiar with the stereotype of obnoxious salesmen who knock on your door. They often dive straight into their sales pitch, triggering an immediate defensive response. Successful salesmen, however, are the ones who approach you as humans, not just salespeople. This same principle can be applied to advertising campaigns. Most viewers scroll past ads because they feel they're being sold to right from the start, rather than engaging with another human.

Solution

The solution is simple: authenticity through video. Be genuine and unafraid to showcase both the highs and lows of your business. Being relatable and personable can be the deciding factor in why someone chooses to work with you over a competitor.

More Reasons to Be Personable

In today's world, we're constantly bombarded with sales pitches on social media, billboards, TV, and even at local restaurants. Being human is crucial in any relationship—whether it's with family, friends, or clients. The value of being personable includes:

Improved customer retention
Higher return on investment (ROI)
Clearer messaging
Increased click-through rates (CTR)

Ways to Be Personable

There are plenty of unique ways to establish a personalized connection with customers. Here are a few effective methods:

1. Interviews

Interviews are among the most powerful ways to showcase the real personality of your company to customers. It can be as simple as a 60-second clip featuring a CEO, President, or board member, highlighting their personality, sense of humor, and background. This is an underutilized tool with immense potential.

2. Client Testimonials

Client testimonials are invaluable for fostering higher client retention. Hearing about another person's incredible experience with your company and how it has positively impacted their life or business is something every company should prioritize. The more people hear from others, the more inclined they'll be to work with you.

3. Follow the Action

You can adopt a style called "A Day in the Life," also known as a vlog on YouTube in 2024.

We used this strategy for a CRM software company. I spent two days with a local powerwashing company in Mesa, Arizona documenting their typical day-to-day operations. I learned about their origins, motivations, business goals, and great stories. This content was condensed into a 20-minute video showcasing the CRM software they use it daily to ease their operations, ultimately boosting their profitability by saving time and improving efficiency.

This approach adds value to the business, provides insights into the employees and behind-the-scenes operations, fostering a deeper connection with the audience. Consequently, people are more inclined to do business because they feel they know the individuals behind the counter or delivering the product, leading to a stronger human connection.

Moving Forward

Ragtown stands as Arizona's premier video production company. As the founder of Ragtown Media, I'm fortunate to collaborate with the top production crews in the valley. Regardless of your industry—whether it's government agencies, financial firms, off-road vehicle manufacturers, extreme sports, or local restaurants—Ragtown can ensure you're partnered with the right team for the job.

I'm Clayton Lindley, and I invite you to reach out to me at +1 (480) 370-4821 or via email at ragtownmedia@gmail.com. I'm passionate about working in various industries and meeting new people, so let's start a conversation.

Creating Lasting Impressions: How Video Testimonials Set Your Business Apart in the Digital Age