How to Use Video to Sell Stuff….The Right Way with Ian Garlic

Summary

Perpetual Traffic Podcast Summary
Episode: How to Use Video to Sell Stuff….The Right Way with Ian Garlic
Release Date: March 14, 2025
Hosts: Ralph Burns & Lauren E. Petrullo
Guest: Ian Garlic, CEO and Founder of Video Case Stories

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Introduction

In this insightful episode of Perpetual Traffic, hosts Ralph Burns and Lauren E. Petrullo are joined by Ian Garlic, the CEO and Founder of Video Case Stories. Ian is recognized as a leading authority on video marketing, bringing a wealth of knowledge on leveraging video to drive sales effectively.

Notable Quote:
Lauren E. Petrullo [03:01]: “We're here alongside Ian Garlic and Ian Studio. If you don't know who he is, I don't know what you've been doing with your life.”

Understanding the Role of Video in Sales

Ian Garlic delves into the strategic use of video in the sales funnel, emphasizing that simply producing and syndicating content across platforms isn’t sufficient. The effectiveness of video lies in its ability to guide potential customers from awareness to conversion seamlessly.

Key Points:

• Choosing the Right Game: Decide whether you're focusing on sales or big metrics initially. It's crucial to understand where your efforts should be directed to maximize impact.

  Notable Quote:
  Ian Garlic [05:14]: “You gotta decide what game you're playing. You can't play the game of sales and of big metrics at first.”

• Continuous Selling: Sales shouldn't stop once a lead is generated. Integrating ongoing sales efforts throughout the customer journey is essential.

  Notable Quote:
  Ian Garlic [05:44]: “You need to be selling the whole way along.”

The Core Four Converting Videos

Ian introduces the concept of the "Core Four" converting videos, which are pivotal in optimizing the sales process through video content.

1. Video Case Stories: Showcase real-life success stories to provide social proof and demonstrate the effectiveness of your offerings.

   Notable Quote:
   Ian Garlic [27:05]: “Video case stories is number one most important.”

2. About Us Video: Position your brand and establish credibility by sharing your mission, values, and what sets you apart.

   Notable Quote:
   Ian Garlic [27:05]: “About Us should have great hooks and incorporate video case stories.”

3. Process Video: Explain your business processes clearly to set expectations and reduce potential buyer hesitation.

   Notable Quote:
   Ian Garlic [07:40]: “This is where you recreate as much as possible every part of the buying process on video.”

4. FAQs Video: Address common questions and objections to provide clarity and build trust with your audience.

   Notable Quote:
   Ian Garlic [25:15]: “They have three types of FAQs: questions they're asking, questions they're thinking, and questions they should be asking.”

Navigating the Green Zone

The "Green Zone" is identified as the optimal area where potential customers are ready to make a purchase. Ian emphasizes the importance of targeting this segment with tailored video content to maximize conversions.

Key Points:

• Targeting the Ready Buyers: Focus on individuals actively seeking solutions to their problems rather than casting a wide net aimlessly.

  Notable Quote:
  Ian Garlic [17:24]: “The Green Zone is where people are ready to buy.”

• Optimizing the Contact Page: Transform your Contact Us or application pages into powerful conversion tools by integrating video content that outlines processes and builds confidence.

  Notable Quote:
  Ian Garlic [19:16]: “That's the most valuable page on your website because that's someone going, I'm ready to work with you.”

Strategies for Engaging Video Content

Ian shares advanced strategies for creating and deploying video content that not only attracts views but also drives meaningful engagement and conversions.

Key Strategies:

• Reiterating Customer Stories: Continuously highlight varied customer success stories to resonate with different segments of your audience.

  Notable Quote:
  Ian Garlic [41:36]: “The person that obsesses about the customer story is going to win.”

• Building an Invisible Pipeline: Utilize platforms like YouTube to create a self-sustaining funnel where your videos guide prospects through their decision-making process without direct clicks.

  Notable Quote:
  Ian Garlic [08:20]: “Create the natural funnel for you.”

• Personalized Video Sequences: Develop video sequences tailored to where the prospect is in their buying journey, ensuring that each piece of content addresses their specific needs and questions.

  Notable Quote:
  Ian Garlic [36:14]: “Ideally, you sequence your video case stories, your about us, into your processes and then have any other questions go to our FAQs.”

Overcoming Common Challenges

The episode addresses frequent obstacles businesses face when implementing video strategies and provides actionable solutions to overcome them.

Challenges & Solutions:

• Low Attribution Rates: Ian discusses the issue of attributing video views to actual sales and how to effectively track and measure the impact of video content.

  Notable Quote:
  Ian Garlic [39:01]: “The CRMs have lied to us. It's not going to be a straightforward path.”

• Content Saturation: Avoid overwhelming your audience with excessive content. Instead, focus on producing high-quality, relevant videos that address core customer pain points.

  Notable Quote:
  Lauren E. Petrulo [42:33]: “Don't just say it once and think that it's done.”

Implementing a Successful Video Funnel

Ian outlines a comprehensive approach to building a video-driven sales funnel that aligns with customer behavior and maximizes conversion potential.

Steps to Implement:

1. Research Your Ideal Customer Profile (ICP): Understand their pain points, desires, and the questions they seek answers to.
2. Develop Core Video Content: Create the Core Four videos tailored to your ICP's needs.
3. Integrate Videos Across Platforms: Ensure that your video content is accessible and strategically placed across your digital presence, especially on YouTube.
4. Optimize the Sales Process: Continuously refine your video sequences to address buyer concerns and facilitate a smooth transition from interest to purchase.

Notable Quote:
Ian Garlic [34:17]: “It's sales 101. Right. And I mean, the person that obsesses about the customer story is going to win.”

Conclusion and Key Takeaways

The episode wraps up with a reiteration of the importance of a well-structured video strategy in driving sales and maintaining customer engagement.

Key Takeaways:

• Holistic Approach: Successful video marketing requires integrating content creation with a strategic sales process.
• Customer-Centric Content: Focus on creating videos that speak directly to your customer's needs and journey.
• Continuous Optimization: Regularly assess and refine your video strategies to align with evolving customer behaviors and market trends.

Notable Quote:
Lauren E. Petrulo [41:37]: “What am I gonna get? Who are these people? Have you helped someone like me with my specific problem?”

For more insights and strategies on using video to enhance your sales efforts, visit VideoCaseStories.com or connect with Ian Garlic on LinkedIn.

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Transcript

[Ralph Burns]

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[Lauren E. Petrulo]

Brand that we recently worked with where.

[Ralph Burns]

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[Lauren E. Petrulo]

We are so excited to be working.

[Ralph Burns]

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[Ian Garlic]

You're listening to Perpetual Traff.

[Lauren E. Petrulo]

Hello and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, the founder and CEO of Tier 11, alongside my awesome co host, in the flesh, Lauren E. Petrulo, the founder of Mongoose Media. That's right, I stole your line. Anyway, we're here sitting in actual person with each other, and she just gave me a wet willy, so. Which is actually kind of gross. So, buddy, we're here alongside Ian Garlic and Ian Studio. If you don't know who he is, I don't know what you've been doing with your life, because you should know who he is. He's the CEO and founder of Video Case Stories. Also got a podcast, had him here on the show many, many times. He is the leading authority on all things video, period. Full stop, as Kassim always used to say. However, if you say that in Siri, like, they don't know what to do with that. Full stop, by the way, so don't do that on any sort of dictation device. Today we're going to talk about how to use video to sell the right way. We've talked about video many times. You do a lot of video. We do video. We're on video right now. But how do you actually use it to transport someone from not knowing who you are? Very, very top of funnel, ultimately to buying your stuff. And as we've discussed many times with attribution tools, obviously the data suite, like all the tools that are out there, most of this stuff never even has a click. So it's like, it's really hard for a lot of businesses to say, is my video actually working? And so Ian is here to tell you exactly how to gauge that. So welcome back to Perpetual Traffic.

[Ian Garlic]

Thank you. Thanks for visiting me here in Garlic Studios.

[Lauren E. Petrulo]

Yeah, it's tremendous to be here.

[Ian Garlic]

That's tremendous.

[Lauren E. Petrulo]

Very cool setup. I'm very jealous, by the way. I need your advice on how to set up my own studio.

[Ian Garlic]

I can do that.

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

All right, I'll fly up.

[Lauren E. Petrulo]

Very cool. All right. So how do you actually sell using video? What's the right way of doing it? A lot of people just say, hey, if I'm just doing a ton of video, I multiply my content, I syndicate it, I put in all the platforms. That's all I need to do.

[Ian Garlic]

Lauren and I were talking about this yesterday, and you gotta decide what game you're playing. You can't play the game of sales and of big metrics at first. Right. I mean, I think we talked about before, like Gary Vee, when he was getting all of his numbers, that wasn't the sales piece of their business. There were two completely different pieces of his business. And what's interesting, one of the groups from coaching end a guy came in and he's like, who's Gary Vee? Right. And he's in marketing. He's been in marketing. Sold a company five years ago, still didn't know who Gary Vee was.

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

The point being is you have to think about just from the time someone says, hey, I need a solution to this problem, and really is looking for a provider through them signing up with you. And like what Joey Coleman talked about the first hundred days, you need to sell to your clients after they become your client. And that's what a lot of people stop doing because they. And they think they get to marketing and marketing stops and sales starts. And then sales stops and onboarding starts. I'm like, no, you need to be selling the whole way along. I think this is where AI is going to merge marketing and sales really, really well if you do it right. But you have to concentrate on what are the big questions. Do you understand my problem? Do you really understand my problem? Lauren was talking about before, like, hey, I want to see things this way. And you think I want to see it this way. Do you really understand me? Do you really understand? Have you helped someone like me? We all think we're special. And hey, you are special.

[Unknown Speaker]

Thank you.

[Ian Garlic]

But that's where video case stories come in. Not to promote them.

[Lauren E. Petrulo]

Special.

[Unknown Speaker]

How dare you?

[Lauren E. Petrulo]

How dare you.

[Ian Garlic]

You are. Yes. You're special in all the ways.

[Lauren E. Petrulo]

This is special in all ways. You are my amazing co host, which is amazing. The start of every show.

[Ian Garlic]

Much better coast than that other guy.

[Lauren E. Petrulo]

That other guy?

[Ian Garlic]

Yeah.

[Unknown Speaker]

Well, look, we're. We're apparel get together.

[Ian Garlic]

Wow.

[Lauren E. Petrulo]

We have contrasting apparel here today.

[Unknown Speaker]

Ralph Lauren, the polos.

[Lauren E. Petrulo]

Uhhuh.

[Ian Garlic]

Yes.

[Unknown Speaker]

We're apparently.

[Ian Garlic]

See, AI could not generate that joke.

[Lauren E. Petrulo]

No, no. That's almost dead. That's like mom humor.

[Ian Garlic]

Yeah, mom humor.

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

Do your mom cheats on so I know.

[Lauren E. Petrulo]

Wow. Everyone's going after.

[Unknown Speaker]

You're like, why are you dressed down like this? It looks like you walked off of a cruise ship.

[Ian Garlic]

I did say that. So selling, selling.

[Lauren E. Petrulo]

How do you sell?

[Ian Garlic]

This is where you recreate as much as possible every part of the buying process on video. And you describe your process, you describe the client stories multiple Versions of the client stories you need to describe, you need to answer all their questions. You know the. We talk about the three types of questions that you need to have FAQs. There's questions that they're asking you, there's questions they're thinking and then there's questions they should be asking. And you know, like the price. Objection. One things we do. And I'll give this away, this is a secret that I've never given away anywhere, not even on my podcast exclusive here.

[Lauren E. Petrulo]

Perpetual traffic.

[Ian Garlic]

So one of the things we've installed into our high end clients, and I don't like the word high ticket because it's really, that's what separates marketing and sales. Like, well, it's high ticket. You bought the ticket, now it's done. And you can't think that way. But with our high end clients that charge a lot. The third email is why am I so expensive? And we make a video explaining why am I so expensive? A that gets opened because. But everyone's asking it and you get that price. Objection. And you explain like this is the difference and if you don't want to pay that, that's fine. Yeah, but people so often go, I get it. Because they'll open it up and you gotta think about those. And it gives you a chance. Because the sales meetings, right? You come in and people are like, bleh. The salesperson's like everything. Your prospect's hearing one thing, whatever their question is, your video allows them to experience everything else asynchronously when they're ready for it and they can poke around and when they start to understand things, they start to get it. And I use video all the time and reiterate and send the video over and over and over and over again. Like, this is what the green zone is. This is why you have to focus here. No, we don't have to. Like this is very meta. But meta, not the software but the platform. But I have to explain to people like, we don't want to look at those numbers and you're going to have an invisible pipeline. I know, I know you want to have the metrics. What's going to happen is people are just going to walk through the door and go, ready to buy from you. And I hear this more and more. More I'm hearing, I saw you on TV and none of my clients, I have one or two clients that have spent money on TV. It's all YouTube. Well, YouTube TV, YouTube TV. It's on the remote or they see it on video and they just even they're watching YouTube on their phone or wherever they, on their smart TV on their device. They equate YouTube to TV, but they'll watch if you have the right suite of videos. Now the second part of that is you have to also this is the opportunity that I think of so few people really, really understand. Like all feeding the monster. Other platforms reward you for sending traffic, but YouTube has all the Google's data. So when you send someone who has a specific problem to a specific video, YouTube knows exactly everyone else that has that problem because before they know they have that problem. Right. Remember when Target was like got in trouble for sending out coupons for people being pregnant?

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

I mean YouTube is a little more powerful algorithm than Target. So that's where I not only do you feed YouTube and say this is who I want, but now YouTube is going to follow the rest of the suggest other videos. If you have the right videos, you have to have all of the sales.

[Lauren E. Petrulo]

Create your natural funnel for you. For you in essence.

[Ian Garlic]

Yeah, yeah. Create the invisible pipeline for you.

[Lauren E. Petrulo]

Individual.

[Ian Garlic]

For everyone it is individual. But they're going to look at next, right. I start looking at ukulele videos. All of a sudden it's like ukulele stuff, right? And then it's like, oh, ukulele plus cooking. Oh, ukulele plus marketing. Oh, that's perfect for Ryan. Right. And that's how you do it. Now the interesting part is like what I call the core four converting videos. Your video case stories, your about us, your process and your FAQs, they're all still sales videos. And this is where people like, oh, let me tell you about my process. Like your process is actually a hidden offer video because you have the story and then you have the offer. If you treat the process like an offer video and you're about us as you going, this is your positioning video. It's like, this is why I'm the best. But it's in the disguise of the about us. And then it's like, how's this going to work? That's your offer video. And then they know what the next steps are. Right. And it future paces people. Those are the videos. You not only have that pipeline, you have a whole onboarding thing. And that's where I tell people. It's like, they're like, I don't want to send people to YouTube because they're going to look at other things. I'm like, no one is going to your website. And just leave like closes out every browser tab and looks at your website. It's like, oh, there's no other websites besides this. I have attorneys tell me this all. I don't want them to see my competition. I'm like, do you think they're spending like three hours on your website? No, no one wants to spend any time on a website. They're going to go back to YouTube. Might as well feed them YouTube and have the right videos now. I do think also one things we're starting to do too is if it's not your conversion, like video case stories are converting. Channel Iron Garlic is kind of like my experimental content channel. Because when someone's ready to buy from us, I want to send them over there. But I want them to be able to really quickly go through that journey and not get distracted by it. Because I've had. I've noticed when like there's too many podcast episodes on the same thing, it doesn't work as well.

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

And it's me talking to clients and going, I wish. I go, hey, here is the thing. But after 20 years of doing this, there's still very low attribution. The one thing I do like this is the magic attribution question. When someone comes through, did you see any of our videos? That's why I tell them to ask. Because then it starts a conversation.

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

But a lot of times there's non attribution. The other thing I do and I've done that, you know, or an approach purchase. Yeah.

[Lauren E. Petrulo]

Survey.

[Ian Garlic]

Yes.

[Lauren E. Petrulo]

If you're a virtual business, in your.

[Ian Garlic]

Case, it's obviously it's service based in a survey. Yeah. This is where one of the other types of videos I used to call video blog post. But it's really your big idea videos. When you start to own ideas like video case stories, an idea or the green Zone's an idea. Or with your software, when you start to see people come through and talk your language, you know the video is working. That's the best one.

[Lauren E. Petrulo]

The best. The best videos. I mean maybe this is a question to you, but it's the ones where they get on. We obviously sell services. We sell services through a phone call.

[Ian Garlic]

Or like a discovery call.

[Lauren E. Petrulo]

But it's the ones we're like. Yeah, I mean I already know who you guys are. Just I'm ready.

[Ian Garlic]

Yep.

[Lauren E. Petrulo]

How do you get to that point? You can't have enough of those. No, I mean granted, like you have done something somewhere along the way. And I think of one particular discovery call that I was on maybe two weeks ago. I have. He has no idea really. Where was it? Podcast was it videos, Was it our YouTube lives? Was it our Instagram? He's like, I just know you guys have consumed all your content. And if we actually tracked him back, there was zero clicks. His only click on our website was fill in the form.

[Ian Garlic]

I'm surprised he did that. And just in call, I'm like, I want to work with that person. I'm like, oh yeah, I'm ready. And that's it. Probably a high end customer too. Yeah, yeah, absolutely. Those big clients, they're lurkers because they don't want to be opted in. They don't want to go through a funnel unless they're hacking your funnel. They know how all this stuff works because they got to that point because they were good salespeople and they don't want to be quote unquote. So they just want to be there when they're ready. That's where we have to focus on with our videos. It's so marketing one on one. But we have to speak to that person. But unfortunately that person has such a specific range of content that they want to see that it's not going to get your 20, 30, 40,000 views. When you have that influencer strategy of well, this is what's trending, that's going to give you the wrong content instead of speaking directly to that person. Because not only do people do anything.

[Lauren E. Petrulo]

To attract your ICP either. No, the old express, I'd rather have a video with a thousand views and 100 leads versus a video with a million views and one lead. I mean, people get so focused on the view number. And when I send people to our channel, like, oh, you know, some of your videos only get like a couple hundred views. I'm like, well, the right people are watching them. Yeah, that's what I care about.

[Ian Garlic]

I had a client who had two six figure clients from a video that had 50 views. I can't talk about it, but it's such a specific problem that if someone's looking that up, it's a million dollar problem.

[Lauren E. Petrulo]

And yeah, so I guess that takes us back to. And I, I hate to say like the basics of marketing is doing your research on your ICP and then that feeds what videos you're actually going to produce. So that most of the calls to action on our videos and the ones that we recommend for, like when we do social for clients is not necessarily, you know, opt in now or call us. It's subscribe to our channel. Watch more videos like this.

[Ian Garlic]

Watch this video.

[Lauren E. Petrulo]

Watch more.

[Ian Garlic]

Yeah. Or if you want to know how this works. Watch this. That's what we're doing more of is like, feed it down the pipeline. What's the logical next step? Step right in. What would be the next step in the process? Like, oh, we do your discovery call, we name it, and then like, hey, this is how much money you're losing by not having video case stories. Do you want to figure out which are your best video case stories? Oh, and then, hey, if you want to work with us, here's how it's. Here's exactly how it. Work with us down that process. And I think that's where you need to start thinking about YouTube and videos like that is moving them down a video funnel more so than the optin.

[Lauren E. Petrulo]

So you Talked about the Core 4, and you also talked about the Green zone. Let's further define both of those. I don't know which one you want to talk about first, but the Green zone is obviously something that.

[Unknown Speaker]

Green Zone.

[Lauren E. Petrulo]

Green Zone.

[Ian Garlic]

The Green zone. You know about the Green Zone, don't you?

[Lauren E. Petrulo]

With the Green Zone. Why are we looking?

[Ian Garlic]

But so the Green Zone is where money's made. And so often people are like, hey, I want to go out and sell my thing to everyone because everyone's ready to buy my thing. But then if you're solving some sort of problem, isn't it easier to figure out the person that's looking for that solution to that problem and sell to that person? And it's even easier that someone's looking for help with that specific problem. And even in that moment, like the other day, I had a bit of a mishap with an RV that we talked about. In. In that moment, I had about a thousand different questions running through my mind. Right.

[Lauren E. Petrulo]

Until you're.

[Ian Garlic]

Yeah, until my rant. This is a story that maybe one day I'll come out, but I had a random friend that just pop out of the woods and help me.

[Ralph Burns]

A helper.

[Ian Garlic]

A helper.

[Ralph Burns]

A helper from the woods.

[Ian Garlic]

Always look for helpers. Mr. Rogers said.

[Lauren E. Petrulo]

That's right.

[Ian Garlic]

He did.

[Lauren E. Petrulo]

He did.

[Ian Garlic]

He did say that. You know, he went to my school. It went through Owens, who's tied it up.

[Lauren E. Petrulo]

The things. The things we. Yeah, we don't know.

[Unknown Speaker]

But Michelle Obama went to my school, so no big deal.

[Ian Garlic]

Yeah, no big deal. Yeah.

[Lauren E. Petrulo]

Nobody went to my school anyway.

[Ian Garlic]

So the Green Zone is where people are ready to buy. And also, we forget we need to keep marketing and selling to people. For example, proposals or Contact Us page. How many people have an optimized Contact Us page with a case story? On it. Explain what the process is going to be when you enter.

[Unknown Speaker]

I don't.

[Ian Garlic]

No one does.

[Lauren E. Petrulo]

I know. So true.

[Ian Garlic]

That's the most valuable page on your website because that's someone going, I'm ready to work with you. That's the ultimate thing. And we're like, here's a form. Please fill this out. It's got 30 questions. You've got time for that?

[Lauren E. Petrulo]

Yeah. Oh, you're talking about either the contact us form or really the application form. If you're a service based.

[Ian Garlic]

Yeah. Application work with you. It's like, here's what's going to happen. This is why you want to. And you sell them on the idea of each step. Like, here's what's going to happen next.

[Lauren E. Petrulo]

Right.

[Ian Garlic]

And then proposals. Who puts videos on proposals? PandaDoc told us that, you know, 32. You close. 32% more proposals with video on it. 32. Like 32% raise. Boom. But we, we stop selling the second we get the lead or we stop marketing the second we get the lead. And we're. We're in sales mode, which is like, close, close, close, close. Instead of going, here's what you have to do next. And here's what you have to do next. One of the groups I'm in because, you know, I spend money on coaching and consulting. We were talking about this the other day. It's like, oh, you have to tell them that you're doing a workshop. And not just an online workshop, it's a zoom workshop that will be live with you and then you can have the recording. You have to tell them exactly what's going to happen because there's so much information coming at us and we have to keep selling and that's what video allows us to do. But here's the magical part about it is if you do it, the more they see your face and hear your voice, the more the mere exposure effect is triggered. And that's when you get the. Oh, Ralph, I love you. They feel like they know you. And the more time you get with someone, the happier they're going to be. Plus, there's an. Inside the green zone, there's an area right after they sign the contract that we don't like to talk about. It's called buyer's remorse. Every single person has buyer's remorse and it's an opportunity to go. We're so excited. Here's someone just like you recently signed up. Reminder of. Here's the process, here's the bios of the team members that you're going to work with. Now you start selling your team to these people because the happier they are in those first 100 days, the more they're going to stay with you. If it's an ongoing service, the more they're going to refer to you. We need to be selling there too because then you're a better chance of getting a referral.

[Lauren E. Petrulo]

And those videos are, I mean, I'm sort of picturing in my mind are in like an email sequence, post purchase, post application, post anything. But you're also saying put those videos out there as well, like on your YouTube channel.

[Ian Garlic]

Optimize your online presence too. So like your digital front door and people spend hundreds of thousand dollars in offices no one goes to. And then you look it up and it's like, like I Google someone's name and I'm like, are they still in business? Or it's like a ton of like, they don't own that first page. But you can have all those videos showing up on searches, your name and or your team members.

[Lauren E. Petrulo]

Right?

[Ian Garlic]

Make your team members famous and because they're gonna be much happier if they've worked with them and know that, hey, they're not an AI or maybe if they are AI bot. You have a video of the AI bot going, hey, I'm AI Lauren. I'm gonna help you because. And I'll make your a very special experience.

[Lauren E. Petrulo]

So Core four, like if you just break it down, I guess I'm looking for like a system and it's the system.

[Ian Garlic]

It's pretty simple. Yeah, you listen to your customers, you collect the video case stories from the video. Listening to your customers, you're going to find your hooks and your angles and.

[Lauren E. Petrulo]

Your pain points to do videos on or subject for like top of funnel that they're going to be searching for. So whenever I think about the buying process, we think about the people who are in the market to buy. Like people that are looking for a solution. But that's a finite number of individuals who are ready and are looking, actively looking because they're dissatisfied with their current state. I see that as like the percentage is different depending on what marketing book you read. But let's say there's 10% of your marketing, your total addressable market that's happy with their solution. They're not moving, they're happy. They're not anywhere near the point where I want to change my service or I want to get a better product because they're happy with it. Then there's the other 10% on the other side that is Dissatisfied and is actively looking Whether it's 5%, 1%, I don't know what the percentage is. Let's just say it's 10%. I look at video as those people you should actively be targeting. However, the largest part of the market is that zone of indifference that's in the middle. It's that 80%. They have a solution that they're kind of happy with. It's like, I have an iPhone 13 and I know there's like, what is it now? There's the 16 coming out. It's like, I'm kind of happy with it. You know, the battery kind of like dies. It's like 5 o'clock on an average day.

[Ralph Burns]

But you know, I can handle it.

[Lauren E. Petrulo]

I've got an extra battery. I'm in that zone of indifference. I'm not quite ready to buy yet. So I look at video as a great way of getting those people that are in the zone of indifference to become buyers. And buyers for your solution.

[Ian Garlic]

Yeah.

[Lauren E. Petrulo]

And so how do you script out or at least map out a funnel for both of those areas? Because I think that's where people get a little bit confused.

[Ian Garlic]

But the problem is they're trying to both at once.

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

And that's the problem.

[Lauren E. Petrulo]

They're really two different buyers.

[Ian Garlic]

And the biggest part of the funnel is where you can get the numbers is people that really don't care. But we were trying to grab their attention. And so we're using like really super top of funnel stuff. You'll never believe what happened in this car accident. I get a ton of people to watch that. I don't know if they're gonna need a personal injury attorney. But the zone of indifference like you're talking about is once you have the green zone pretty dialed in. Now you can look at that. But I wouldn't do that until you go over here. Now it's like, okay, now let's think about converting those people. Because there are a lot of people. You know, we always think competition is another company, but a lot of times our competition is lack of action, right?

[Lauren E. Petrulo]

Oh, 100%.

[Ian Garlic]

Yeah. It's just not doing anything.

[Lauren E. Petrulo]

Inertia.

[Ian Garlic]

Inertia, yeah. In tax resolution, you know, it's a really competitive area. Procrastination is the biggest enemy. It's not another tax company. And so that's where now you start to talk to those people and you start to put fear in. And that's, I mean, like, in that one, it's like fear has been the biggest, the one that's worked the Best. It's like you'll never believe what happened to this person who didn't pay their taxes. Right. So, yeah, now you start to talk to those people, but knowing that once they decide, they can quickly spend time with you and go, okay, do I like this person? How's this going to happen? Oh, answer my questions. All right, let's. I'm calling up. But if you don't have this. A lot of times people make all this other video content and they're like, but it's just not working. I'm like, yeah, because they don't know you're open for business.

[Lauren E. Petrulo]

Right. You need that activation.

[Ian Garlic]

Yeah.

[Lauren E. Petrulo]

Content. And so then that content. So we sort of separate that out. That's what you sort of talk about with the Core 4?

[Ian Garlic]

Yep.

[Lauren E. Petrulo]

Or is there some overlap?

[Ian Garlic]

No, the Core 4 videos are like, it's optimizing the green zone and a little better. Now you move into those Big Idea videos and those other things, like, oh, here's your other problem, or, you know, ancillary problems. And it's like, oh, I got in a car accident a few months ago, but it's not really going away, or my insurance company kind of sucks. Those are the people that are in the zone of indifference or the product. Like, you know, what is it time for a new phone. Right. Answering those questions. But if someone goes, you go, yeah, it's time for a new phone. And. And there's nothing happening on the other side here. They're like, okay, let me go over to Verizon and buy a new phone.

[Lauren E. Petrulo]

Right, Right.

[Ian Garlic]

So that's where you got to think about that. But if it's not optimized, the conversion mechanism is not optimized. It doesn't matter how much traffic you throw at it, you're not going to have perpetual traffic.

[Lauren E. Petrulo]

So talk to me about perpetual traffic. There you go. I don't know. This is our podcast. So what is the core for? You mentioned it a couple of times.

[Ian Garlic]

Video case stories is number one most important. I think if you just did those really well, you could win your About Us second most used page on your website. But it still should be your positioning. It should have great hooks. It should incorporate the video case stories, your process. Video people want to know what's going to happen. Improving process, improvement process. I mean, it comes back to Eos, right? Yep. A lot of this, there's overlap with eos and it's because the fundamentals are the same. And then FAQs answer my questions. But yeah, you know, cold, warm and hot. FAQs. Three types of FAQs. But then those are my core form videos. I have clients, and I call them that because I'm looking back, I have clients that we just did those videos for who've had years of success.

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

So I go, but if I have clients that just did a video case story and didn't do anything else, that did. Okay.

[Lauren E. Petrulo]

You're missing the activation piece.

[Ian Garlic]

Yeah.

[Lauren E. Petrulo]

Really? And when you say video case stories, you're talking about, like, what is your ICP's pain points, desires. Talk to that specifically. And that goes back to research and really understanding exactly what's going on in their head.

[Ian Garlic]

Yeah, yeah. And having a few of them. Because they're gonna have different people with different problems. Right. And they want to see someone like that. And you get the social proof, too. Got it.

[Lauren E. Petrulo]

And now in proportion in those, like, you have them all on your socials, I assume you have. You're having them all on your YouTube channel.

[Ian Garlic]

For your YouTube channel. Yep.

[Lauren E. Petrulo]

And they watch them in. Not necessarily in one specific succession or in a sequence. It's going to vary based upon the individual and how ready they are, whether they are on the zone of indifference or whether they are and like, they're really dissatisfied and they're in the market. What should be the portion of video? Like, how much? Like, if you had to break it up by a percentage. If I was just starting a company right now, I'm like, all right, I need a video strategy from my organization. What would you work on? First, second, third, fourth, and how many in a percentage way would you have in each sort of portion of it?

[Ian Garlic]

I have three video case stories. Collect those, because you're going to see the patterns. Then you get your process video done. When we added the process tab to websites, it overtook the about us tab and the heat maps. And we did it in one specific.

[Lauren E. Petrulo]

Vertical, which is basically, this is how we work.

[Ian Garlic]

This is how we work.

[Unknown Speaker]

So I'm like, immediately thinking of our. Like, why work with us of adding another tab of, like, our processes so that we could put that in there.

[Ian Garlic]

But like, you know the worst place to have.

[Lauren E. Petrulo]

So logical, isn't it?

[Ian Garlic]

What's the worst place to have video case stories?

[Lauren E. Petrulo]

Why do you think I'm writing notes.

[Unknown Speaker]

Down on a drive that's never been uploaded?

[Ian Garlic]

Drive upload. But on your website, you know the worst place to have the video case.

[Unknown Speaker]

Stories case studies page.

[Ian Garlic]

On the case studies page and testimonials page doesn't get clicked on ever. Especially it's called testimonials and that's why you weed the case stories. You weed the case stories into the pages. So then, yeah, the process about us, because it does get clicked on. But also that's the thing you can optimize for your company name when they're looking at reviews, etc. And then your FAQs. The FAQs are easier to do and they have. But you won't have as much of a conversion mechanism.

[Lauren E. Petrulo]

So when you say about us, it's really. It's the application page. It's like that's where you collect their.

[Ian Garlic]

Contact information on the about us page.

[Lauren E. Petrulo]

But also put your application on the about us page.

[Unknown Speaker]

That's your call to action on the about us.

[Ian Garlic]

Your call to action about us is work with us. And here's what it's like, process. So, yeah, and then I try and connect those all together on YouTube too. So it's like, hey, here's my questions. You want to know how to work with us? Here it is not just calls action. Click here to sign up for an appointment. So you can.

[Lauren E. Petrulo]

Most people think that it's like, you know, just put video content out there and then have some kind of lead capture. And then magically, that's how it all works.

[Ian Garlic]

And that's why it doesn't work.

[Lauren E. Petrulo]

Nobody opens emails.

[Ian Garlic]

No.

[Lauren E. Petrulo]

You know, I mean, if you're getting a 20% email open rate, you're doing pretty damn good.

[Unknown Speaker]

The actual open. Right. Not the inflated one.

[Lauren E. Petrulo]

Right. Like the actual open rate.

[Ian Garlic]

When they're, when they engage you. Yeah, they will open the. That first two days because they're like, I'm ready to work.

[Lauren E. Petrulo]

Yeah. Your open rates are like 90, 100%.

[Ian Garlic]

Yeah. That's where you now you start sending them those videos. Like, hey, I'm going to send you the biggest questions. I'm going to send you a little bit about our team and we'll send you.

[Unknown Speaker]

His marketing talked about that really well in his presentation.

[Lauren E. Petrulo]

He did, actually. He had a great process.

[Unknown Speaker]

His process for onboarding has like 1, 2, 3, 4 steps and each one has its own video.

[Ian Garlic]

Yeah, we exchanged information afterwards.

[Unknown Speaker]

It was cool.

[Ian Garlic]

It was cool.

[Lauren E. Petrulo]

He has a small business, but he got this down. Exactly what you're talking about. This is just the place that we were at yesterday, you know, small business agencies, local businesses, literally in like the Birmingham area of England.

[Ian Garlic]

Yeah.

[Lauren E. Petrulo]

Like. And that's it. But he had this process down.

[Unknown Speaker]

No.

[Lauren E. Petrulo]

And his retention rates were like, nobody ever left him.

[Ian Garlic]

Yeah.

[Unknown Speaker]

Like what Chris would say, 3% max. 3%.

[Lauren E. Petrulo]

It's less than that. But it's human psychology, really. That's the act.

[Ian Garlic]

It's the sales process.

[Lauren E. Petrulo]

Yeah. It's so logical. It's almost stupidly logical because that's how people buy.

[Ian Garlic]

That's how people buy.

[Lauren E. Petrulo]

Yeah. What am I gonna get? Who are these people?

[Ian Garlic]

Have you helped someone like me with my specific problem?

[Lauren E. Petrulo]

Yeah. Do you know what I'm all about? Do you get me?

[Ian Garlic]

I had a client the other day. We made this video seven years ago. He got another intake from a woman who's a cosmetic dentist. And she said, oh, I watch all your videos on YouTube. I'm flying down to come work with him. Seven years later, the videos still work that way. Crazy, because it's. It's sales, but it's becoming more competitive. You still have to install it in your sales process. People are like, well, how do I get more people to watch my videos? I'm like, you send them the videos when they're interested.

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

And then watch the video.

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

Once you get that stuff done, now you can do all the funky. Let me test out thumbnails and see which crazy thumbnail.

[Lauren E. Petrulo]

Get those basics down.

[Ian Garlic]

Get the basics down. Yeah.

[Lauren E. Petrulo]

Out of all of those, though, it really seems to me that the area where you can double down or triple down or quadruple down and go from somebody who's in pain and looking for a solution to going into that zone of indifference difference is really loading up on the top of that. Like the video case story. Like talking about, from an educational standpoint, you've had enough interactions with your ideal customer. You know what their problems are, and then you do videos about that that help them solve that problem. But at a certain point, some people are just going to take what they learn and actually implement it. That's fine. But once you have video case stories about successes that you've had, that next level, that next layer of content really seems to be like the type of stuff that we're doing here. This is really just one big sales funnel. Sorry, perpetual traffic listener. You're in a funnel yourself right now. Because these are probably some of the pains points that you have as a business. Like, how do I actually use video? And there is a process behind it. And any successful business really does do it. If you only do one part you're missing. It's like it's always that activation part. So many people are good. I see this so much. I just want to go out there and be a subject matter expert and show how smart I am and how much I know. And then there's really no logical next step works sometimes, but you're missing the other pieces to it.

[Ian Garlic]

And people, and people are afraid to sell and like they have to know.

[Unknown Speaker]

You'Re, you're open for business.

[Ian Garlic]

Open for business and that you can buy. And how do I buy from you?

[Lauren E. Petrulo]

Right.

[Ian Garlic]

And what's going to happen once I call you? I want to know this. I've never hired a marketing agency or every marketing agency I talked to is different. Yeah. And how are you going to be different? What's it going to be like? Are you going to take 20 hours of my time before we get a single ad out or are we going to get an ad out tomorrow? Those are all things you got to answer really quickly.

[Lauren E. Petrulo]

Yeah. So I always sort of say top of funnel, but sort of like video case story level, like awareness level, like talking to that ideal customer profile. Say like getting them to say this person gets me. What is the call to action? Is it watch more or is it at some point you actually say, hey, you know, we are open for business. Go to our apply page or a contact us page. Like at what point do you sell in your opinion?

[Ian Garlic]

I mean that's where it depends on. So where they're encountering, Right? Yeah. If they're on your YouTube channel, I generally go, well, I don't sell in that video case story. Now if it is a hot video case story, meaning it is very provider specific, like tier 11 has amazing customer service. I can call anytime. They're just ready to help me. That person, anyone that's watching that is on the verge of buying. So that's where I'd go, hey, if you want amazing customer service, give us a call. If it's cold and it's like, I'm not sure if I want a marketing agency. Here's how our marketing agency is different. Watch this video. That's your about us video and then after about us video. Hey, you know, if you think this is the right thing, make sure to watch our process video and know what's going to happen once you work with us.

[Unknown Speaker]

So you sequence your video case stories, your video case stories into your about us into your processes and then have any other questions go to our FAQs.

[Ian Garlic]

Yeah, ideally that's what would happen.

[Unknown Speaker]

That's how you're sequencing them. Yeah, ideally I'm just laughing because we're filming them in reverse. We've been adding to help Mongoose Media us like our own FAQ library. Totally inspired by someone we both know and love. But we've just been doing Them backwards. But now I'm going to do the process, but again, furthering that backwards. But I'll make sure I have more questions.

[Lauren E. Petrulo]

At least you have it though.

[Unknown Speaker]

If I'm having the call to action, I'll be like, yeah, I have it ready. So you're not right.

[Lauren E. Petrulo]

Yeah.

[Unknown Speaker]

So I'm just laughing that we're doing it in reverse.

[Ian Garlic]

FAQs are great. It's just the one thing I like about like what we do a lot with video case stories is goes, how are you different than other agencies? Is FAQ or why are you so expensive? Now you have a customer going, well, they do this and this and this and this and have the customer almost answering the question for you. That's why we start with the video case stories because then we weed those stories in.

[Lauren E. Petrulo]

Yeah. One of the best videos we've ever done, I think when we were selling for information products that had a five, it was a five figure ask and it was, I won't say who the client was, but this was the absolute best Converting video was what we called the objection killer video. And all it was is, is the spokesperson was just sitting on a couch going through questions. And it was when we knew. So it was a retargeting video because when we knew that they had hit the checkout page and then bailed.

[Ian Garlic]

Yeah, yeah.

[Lauren E. Petrulo]

And it was the video. And I'm thinking back to, I'm like, wow. I mean, I know we probably use that for our clients still, but it's like, maybe I should use that. Or like just reiterating the fact that is part of the process. Like right before you're about to, you know, click to apply or buy or whatever it is, you just want to get those questions asked. And it totally makes sense.

[Ian Garlic]

What's going to happen next?

[Lauren E. Petrulo]

What's going to happen next?

[Ian Garlic]

Right next.

[Lauren E. Petrulo]

What's the process?

[Ian Garlic]

Yeah, I fill this out. Yeah, I'm going to get on call. Is it with a salesperson? Is your discovery call just a hidden sales call that you're going to start pitching me hard?

[Lauren E. Petrulo]

Right.

[Ian Garlic]

You start overcoming all that.

[Lauren E. Petrulo]

Well, it seems like FAQs could be part of sort of the process too because one of the questions is like, how does it work with you guys?

[Ian Garlic]

Yeah, yeah.

[Lauren E. Petrulo]

It all weaves together, always together. It's not like hard and fast. It all is intertwined and it's not necessarily nice. And everyone sort of thinks like when they think about sales funnels and you know, Russell Brunson is to blame for this is that, you know, you start Here. And then you go this and this and this. And like, it's chaos. When you look inside our attribution tool, like tier 11 data suite, we looked at like one client the other day that bought like $5,000 worth of this one product. Their first click happened in like 2019. Yeah.

[Unknown Speaker]

Oh, it's a longer buying cycle.

[Lauren E. Petrulo]

It was like. It was Facebook ad, Google search, Google Click, Google Ad, TikTok, you know, click. And they probably watched 10 or 12 videos which don't have a click.

[Ian Garlic]

Don't have a click. Yeah. For every one of those people that you have attributed, there's. There are three that you. Nothing happened.

[Lauren E. Petrulo]

No idea, right?

[Ian Garlic]

No idea. Yeah. And you're dead on. I just saw a video from Russell Brunson. I don't know if you've seen his new video ad. He's like, yeah, my A hundred thousand dollars clients. Did you see this one?

[Lauren E. Petrulo]

I have. Yeah.

[Ian Garlic]

And he goes, there's only three problems they have. Is they have a problem with the hook, the stories, or the offer. I'm like, huh? But you don't. Your software doesn't do any of that stuff.

[Lauren E. Petrulo]

His consulting days that he charges $100,000.

[Ian Garlic]

A day for, you're one funnel away.

[Lauren E. Petrulo]

You're one funnel away, right?

[Ian Garlic]

I mean. Yeah, but your point, it's like there's. The CRMs have lied to us. It's not going to be a straightforward path.

[Lauren E. Petrulo]

It's never.

[Ian Garlic]

It's never. I mean, it's a messy zigzag restaurant with your wife. Is that like, oh, we're going to have no popsicle stick.

[Unknown Speaker]

Pull it out. Here we go.

[Ian Garlic]

Yeah.

[Lauren E. Petrulo]

Totally.

[Unknown Speaker]

Like, if you're like, oh, we want a vegan or healthy restaurant and you paint them in green if you want fancy painted in blue. And then you can give different ones if you're like going from here or whatever. And then if you don't want to carry, you flip them all in there empty. So you just pull it out of the. Out of the jar.

[Ian Garlic]

There you go.

[Unknown Speaker]

Decision made.

[Ian Garlic]

That's it.

[Lauren E. Petrulo]

That could be software that could. If selling were just chatgpt.

[Ian Garlic]

Yeah.

[Unknown Speaker]

What? Looking at my wife's calendar, what is a good place she'd like to go out to eat that she hasn't been to in at least two months?

[Ian Garlic]

You put everything on the calendar. Where are you going to eat?

[Unknown Speaker]

Oh, my God, I live on my calendar.

[Lauren E. Petrulo]

I never actually asked Gemini that specifically because it would know my calendar too, and it would also know my wife's calendar.

[Ian Garlic]

That's a good point.

[Lauren E. Petrulo]

That's really good. I'm going to start using that. All right. Well, now we've realized that a funnel is very logical. People start at the top, go through very specific steps. Everyone does the same thing, right? Yeah, that is absolutely. I'll stay in the funnel. Yeah. No, just one funnel away. It's chaos, really. And if you understand that and accept that, I think. But as long as you have the pieces there, because everyone's going to hit those different pieces. And I think the Core four just. That's a foundational concept. When you talk about, like how to really sell the right way using video. That's it.

[Ian Garlic]

It's sales 101. Right.

[Lauren E. Petrulo]

Makes so much sense.

[Ian Garlic]

Yeah. And I mean, and here's the thing. The person that obsesses about the customer story is going to win. If you just obsess about their story and talk to it over and over and over again, whether it's through AI or through video or through ads or wherever you're obsessing about the customer story and where they are, you're going to win.

[Lauren E. Petrulo]

Or obsess about that customer story and say it in 17 different ways. You know, Homozy said this once. It's like so many people think that they do one video and they're like, I covered that subject. That's it. I don't need to touch on it ever again. No, it is so, like, you reiterate if you have. If your client or your ideal customer has three big problems and you know exactly what those three big problems don't do three videos. Do 300 videos of those problems being said a different kind of different way, using different case stories, different types of industries, whatever it happens to be. The point is don't just say it once and think that it's done.

[Ian Garlic]

No, I mean, there's entire careers, like, I mean, Jimmy Buffett didn't play Margaritaville one time.

[Unknown Speaker]

I think of John Legend. All of me.

[Ian Garlic]

Yeah, yeah, exactly. How many different versions? How many different covers?

[Lauren E. Petrulo]

Yeah.

[Ian Garlic]

And people want to listen to Jimmy Buffett. They don't want to hear your stuff.

[Lauren E. Petrulo]

Yeah, they don't. Well, with Jimmy Buffett as our final reference here in perpetual traffic, we're going to end. So where can people find you?

[Ian Garlic]

Once again, the ok. Story.comirongarlic on YouTube. Connect with me on LinkedIn if there's any stuff, you know, if you want an article on the Core 4 or video case stories or if, you know, I've got a case story finder that helps you find it. We didn't even talk about telling the wrong story. But that's a whole nother time.

[Lauren E. Petrulo]

It's a whole other podcast episode.

[Unknown Speaker]

You should have a URL that says where to find more about me? That's like your intro here. Start here. Video that you can use in all of your send offs.

[Ian Garlic]

That's a good idea.

[Lauren E. Petrulo]

Looks like you're a marketer or something. Amazing.

[Unknown Speaker]

You're just talking about the Core 4. I'm just making sure you add a flexible fifth.

[Lauren E. Petrulo]

There it is.

[Ian Garlic]

Flexible fifth.

[Lauren E. Petrulo]

Well, flexible fifth. We'll leave links in the show notes to that new URL for just Google Flexible 5th. Flexible 5th. Make sure you do go over to perpetualtraffic.com wherever you listen to podcasts. Make sure you leave us a rating or review. We really do appreciate that it gets us to a larger audience to help marketers market and especially sell using video the right way. Hopefully you learned a few things here today. Thank you so much for coming on Perpetual Traffic and for us invading your studio for the last four hours with Dust, Eye and Garlic. On behalf of my amazing co host Lauren E. Petrulo, ciao and thank you once again, Iron Garlic until next show. See ya.

[Ralph Burns]

You've been listening to Perpetual Traffic.