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

Summary

Podcast Summary: Perpetual Traffic Episode Replay - "How to Use Video to Sell Stuff….The Right Way with Ian Garlic"

Release Date: June 6, 2025
Hosts: Ralph Burns and 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 welcome Ian Garlic, a renowned authority on video marketing, to discuss effective strategies for leveraging video to drive sales. The conversation delves deep into the mechanics of using video as a sales tool, offering actionable strategies for businesses at various stages of their marketing journey.

Understanding the Right Way to Use Video for Sales

Ian Garlic emphasizes the importance of using video strategically rather than merely producing abundant content. He states, “You have to decide what game you're playing. You can’t play the game of sales and of big metrics at first” (03:42). Ian underscores that successful video marketing requires a clear focus on guiding potential customers from awareness to conversion.

Ralph Burns adds that without integrating sales into the video strategy, businesses often struggle to measure the effectiveness of their efforts. Ian elaborates, “With our high-end clients that charge a lot... we make a video explain why am I so expensive?” (06:48), highlighting how addressing pricing objections through video can significantly enhance conversion rates.

The Core 4 Videos Explained

Ian introduces the concept of the Core 4 Videos, essential for any successful video-based sales strategy:

1. Video Case Stories
2. About Us
3. Process
4. FAQs

He explains that these videos serve as the foundation for creating an effective sales funnel. “Video case stories, your about us, your process, and your FAQs, they’re all still sales videos” (06:09). Each type of video addresses different stages of the buyer’s journey, ensuring comprehensive coverage of potential customer queries and objections.

Ralph Burns inquires about the sequencing and integration of these videos, to which Ian responds, “Ideally, 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” (36:16). This structured approach ensures that potential customers receive information in a logical and persuasive order.

The Green Zone vs. Zone of Indifference

A pivotal concept discussed is the distinction between the Green Zone and the Zone of Indifference:

• Green Zone: Represents individuals who are ready to buy and are actively seeking a solution.
• Zone of Indifference: Comprises those who are not yet ready to purchase but may become potential customers with the right influence.

Ian Garlic defines the Green Zone as follows: “The green zone is where people are ready to buy... it’s easier to figure out the person that’s looking for that solution to that problem and sell to that person” (16:28). He contrasts this with the Zone of Indifference, where the majority of the market resides but lacks active intent to purchase.

Ralph Burns shares his perspective on targeting these zones: “Video is a great way of getting those people that are in the zone of indifference to become buyers and buyers for your solution” (24:21). The goal is to use video to nurture and convert those in the Zone of Indifference into the Green Zone.

Overcoming Attribution Challenges

A significant challenge in video marketing is attribution, or determining which video interactions lead to conversions. Ian Garlic points out, “Despite having a long buying journey with multiple video touches, most businesses never have a click... It’s really hard to say, is my video actually working?” (11:32). He suggests integrating video into every stage of the sales funnel to better track and attribute conversions.

Ralph adds, “One client bought $5,000 worth of this one product. Their first click happened in like 2019... they probably watched 10 or 12 videos which don’t have a click” (38:49). This highlights the complexity of modern consumer behavior and the necessity for businesses to adopt more sophisticated attribution models.

Best Practices for Sequencing and Optimizing Video Content

To maximize the effectiveness of video content, Ian Garlic advises businesses to:

• Recreate the Buying Process on Video: “Recreate as much as possible every part of the buying process on video and describe your process” (06:09).
• Address All Types of Questions: “There are three types of questions that you need to have FAQs... questions they are asking, questions they’re thinking, and questions they should be asking” (06:46).
• Utilize Sequential Video Content: Sequence videos logically to guide the customer through their journey, ensuring each video builds upon the previous one.

Lauren E. Petrulo emphasizes the need for continuous engagement: “Don’t just say one video and think that it’s done. Reiterate and send the video over and over” (41:41). This repetition helps reinforce key messages and keeps the brand top-of-mind.

The Importance of Customer Stories

Ian Garlic highlights that customer stories are paramount in building trust and demonstrating value. “The person that obsesses about the customer story is going to win...whether it’s through AI or through radio, video or through ads... you’re going to win” (41:40). These stories provide social proof and showcase real-world applications of the product or service, making it easier for potential customers to relate and trust the business.

Ralph Burns shares a success story: “We had a video where the spokesperson went through questions on a couch. It was the absolute best converting video” (37:07). Such authentic and relatable content can significantly boost conversion rates by addressing common concerns directly.

Actionable Strategies and Insights

The episode concludes with practical strategies for implementing the discussed concepts:

• Develop a Library of Video Case Stories: Create diverse stories that address different customer pain points and scenarios.
• Optimize Key Website Pages with Video: Integrate videos into the Process and About Us pages to provide comprehensive information without overwhelming the visitor.
• Use Video in Post-Purchase Engagement: Mitigate buyer's remorse by sending personalized videos that reinforce the purchase decision and outline next steps.
• Leverage YouTube’s Algorithm: Feed YouTube with targeted video content to create an “invisible pipeline,” ensuring that your videos reach the right audience organically.

Ian Garlic advises, “Get the basics down... don’t let the lack of a straightforward path deter you” (32:59). He encourages businesses to focus on foundational elements before experimenting with advanced techniques like thumbnail testing.

Conclusion

This episode of Perpetual Traffic provides a comprehensive guide to using video as a strategic sales tool. Ian Garlic’s expertise offers valuable insights into creating a cohesive video marketing strategy that effectively guides potential customers through their buying journey. By focusing on the Core 4 Videos, understanding buyer psychology through the Green Zone and Zone of Indifference, and overcoming attribution challenges, businesses can harness the true power of video to drive perpetual traffic and sustained growth.

Notable Quotes:

• Ian Garlic: “You have to decide what game you're playing. You can’t play the game of sales and of big metrics at first.” (03:42)
• Ralph Burns: “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.” (24:21)
• Ian Garlic: “The person that obsesses about the customer story is going to win.” (41:40)
• Ralph Burns: “We had a video where the spokesperson went through questions on a couch. It was the absolute best converting video.” (37:07)

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For more insights and resources discussed in this episode, visit PerpetualTraffic.com. Don’t forget to subscribe and leave a rating to help us reach more marketers aiming to elevate their video sales strategies.

Transcript

[Ian Garlic]

You're listening to Perpetual Traffic.

[Lauren E. Petrulo]

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[Ralph Burns]

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]

Lauren E. Petrulo, the founder of Mongoose Media.

[Ralph Burns]

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 Qasem always used to say. However, if you say that in Siri, like they don't know what to do with. 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 to have a 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.

[Ralph Burns]

Yeah. That's tremendous to be here.

[Ian Garlic]

That's tremendous.

[Ralph Burns]

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.

[Ralph Burns]

Yeah.

[Ian Garlic]

All right, I'll fly up.

[Ralph Burns]

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 it on all the platforms. That's all I need to do.

[Ian Garlic]

Lauren and I were talking about this yesterday, and you got to 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 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 and 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.

[Ralph Burns]

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. And 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.

[Guest Speaker]

Thank you.

[Ian Garlic]

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

[Ralph Burns]

Special. How dare you? How dare you.

[Ian Garlic]

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

[Ralph Burns]

This is special in all ways. You are my amazing co host, which.

[Ian Garlic]

Is amazing start of every show. Much better coast than that other guy.

[Ralph Burns]

That other guy? Yeah.

[Guest Speaker]

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

[Ian Garlic]

Wow.

[Ralph Burns]

We have contrasting apparel here today.

[Guest Speaker]

Ralph Lauren, the polos.

[Ralph Burns]

Uhhuh.

[Ian Garlic]

Yes.

[Guest Speaker]

We're apparently.

[Ian Garlic]

See, AI could not generate that joke.

[Ralph Burns]

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

[Ian Garlic]

Yeah, mom humor.

[Ralph Burns]

Yeah.

[Ian Garlic]

Do you have mom jeans on?

[Ralph Burns]

I know. Wow. Everyone's going after. I know.

[Guest Speaker]

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

[Ralph Burns]

I did say that.

[Ian Garlic]

So selling, selling.

[Ralph Burns]

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, 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.

[Ralph Burns]

Exclusive here. 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 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 explain why am I so expensive? A that gets opened, 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. But people so often go, I get it. Because they'll open it up and you got to think about those. And it gives you a chance because the sales meetings, right, you come in and people are like, blah. 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 if they're watching YouTube on their phone or wherever they, on their smart TV, 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?

[Ralph Burns]

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.

[Ralph Burns]

Create your natural funnel for you.

[Ian Garlic]

For you, in essence, is what I'm saying. Yeah, Create the invisible pipeline for you.

[Ralph Burns]

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.

[Ralph Burns]

Right.

[Ian Garlic]

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 your about us is 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 gonna 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 is like, they're like, I don't want to send people to YouTube because they're gonna 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 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.

[Ralph Burns]

Right.

[Ian Garlic]

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 of the 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.

[Ralph Burns]

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.

[Ralph Burns]

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 in a post purchase. Yeah.

[Ralph Burns]

Survey.

[Ian Garlic]

Yes.

[Ralph Burns]

If you're a virtual business, in your case, it's obviously it's service based.

[Ian Garlic]

Yeah. In a survey. Yeah. This is where one of the other types of videos I used to call videos, but it's really your big idea videos. When you start to own ideas like video case stories and idea or the green zones, 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.

[Ralph Burns]

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.

[Ralph Burns]

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

[Ian Garlic]

Yep.

[Ralph Burns]

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. 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 didn't 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.

[Ralph Burns]

Yeah, yeah, absolutely.

[Ian Garlic]

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, sold. 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 101, 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.

[Ralph Burns]

It won't do anything 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, 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.

[Ralph Burns]

And yeah, so I guess that takes us back to, and 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, or call us. It's subscribe to our channel. Watch more videos like this.

[Ian Garlic]

Watch this video.

[Ralph Burns]

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?

[Ralph Burns]

Right in.

[Ian Garlic]

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 worked 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 opt in.

[Ralph Burns]

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.

[Ian Garlic]

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

[Ralph Burns]

But the green zone. But I'm bum.

[Ian Garlic]

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. And in that moment, I had about a thousand different questions running through my mind. Right.

[Ralph Burns]

Until you're.

[Ian Garlic]

Yeah. Until my. This is a story that maybe one day I'll come out. But I had a random friend that 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. That's right. He did.

[Ralph Burns]

He did.

[Ian Garlic]

He did say that. You know, he went to my school. He went to Rollins.

[Guest Speaker]

Who's tied it up.

[Ralph Burns]

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

[Guest Speaker]

But Michelle Obama went to my school, so. Nobody did.

[Ian Garlic]

Yeah, nobody do.

[Ralph Burns]

Yeah, 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.

[Guest Speaker]

I don't.

[Ian Garlic]

No one does.

[Ralph Burns]

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.

[Ralph Burns]

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.

[Ralph Burns]

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 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 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. And 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.

[Ralph Burns]

Yeah.

[Ian Garlic]

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 hundred 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.

[Ralph Burns]

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 googled someone's name and I'm like, are they still in business? Right? Or it's like a ton of like, they don't own that first page, but you can have all those videos shut up on some searches, your name and. Or your team members, right? 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 bot. Or maybe if they are an 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.

[Ralph Burns]

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

[Ian Garlic]

And it's so the system, 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 gonna find your hooks and your angles and your.

[Ralph Burns]

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. Cause they're dissatisfied with their current state. Yeah, 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 market, 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. Yeah, 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 diesel. It's like five o' clock on an average day. But you know, I can handle it. I've got an extra battery. I'm in that zone of indifference. I'm not quite ready to buy yet.

[Lauren E. Petrulo]

Hey, you know, when I was first at a consultant actually doing the stuff that we're doing right now in Tier 11, one of the first tools that I learned how to use was from a company called Unbounce. And they are now a sponsor of Perpetual Traffic. And the reason is, is that their landing pages and how quickly you can create those landing pages without having to consult your designer, your developer. With drag and drop builders now built in AI copywriting, it's even better than when it was 10 years ago when I first started using it on my own to create my very first landing pages.

[Ralph Burns]

These guys are absolutely amazing.

[Lauren E. Petrulo]

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[Ralph Burns]

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[Lauren E. Petrulo]

Get started with Unbounce today.

[Ralph Burns]

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.

[Ralph Burns]

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 that's the problem is they're trying to do both at once. Yeah. And that's the problem.

[Ralph Burns]

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 fun 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, 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 100. Yeah, it's. It's just not doing anything.

[Ralph Burns]

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, we. 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.

[Ralph Burns]

Right.

[Ian Garlic]

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 call them 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.

[Ralph Burns]

Right. You need that activation.

[Ian Garlic]

Yeah.

[Ralph Burns]

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.

[Ralph Burns]

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 there's nothing happening on the other side here. They're like, okay, let me go over to Verizon and buy a new phone.

[Ralph Burns]

Right, Right.

[Ian Garlic]

So that's where you got to think about that. 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.

[Ralph Burns]

So talk to me about perpetual traffic. There you go. I don't know. Is there a podcast called that? 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?

[Ralph Burns]

Yep.

[Ian Garlic]

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.

[Ralph Burns]

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.

[Ralph Burns]

You're missing the activation piece.

[Ian Garlic]

Yeah.

[Ralph Burns]

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 going to have different people with different problems. Right. And they want to see someone like that. And you get the social proof, too. Got it.

[Ralph Burns]

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

[Ian Garlic]

For your YouTube channel. Yep.

[Ralph Burns]

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 in the heat maps. And we did it in one specific.

[Ralph Burns]

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

[Ian Garlic]

This is how we work.

[Guest 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.

[Ralph Burns]

So logical, isn't it?

[Ian Garlic]

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

[Ralph Burns]

Why do you think I'm writing notes.

[Guest 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 stories? Case studies page 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.

[Ralph Burns]

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.

[Ralph Burns]

But also put your application on the about us page.

[Guest Speaker]

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

[Ian Garlic]

Your call to action about us is work with us. Yep. Or here. 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 some 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.

[Ralph Burns]

I think 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.

[Ralph Burns]

Nobody opens emails.

[Ian Garlic]

No.

[Ralph Burns]

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

[Guest Speaker]

An actual open. Right. Not the inflated one.

[Ralph Burns]

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.

[Ralph Burns]

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 send you.

[Guest Speaker]

His marketing talked about that really well in his presentation.

[Ralph Burns]

He did, actually. He had a great process.

[Guest Speaker]

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

[Ralph Burns]

Yeah, we exchanged information afterwards.

[Ian Garlic]

It was cool.

[Ralph Burns]

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.

[Ralph Burns]

Like, and that's it. But he had this process down there and his retention rates were like, nobody ever left him.

[Ian Garlic]

Yeah.

[Guest Speaker]

Like what Chris would say, 3% max, 3% less than that.

[Ralph Burns]

But it's human psychology, really. That's the act, it's the sales process. Yeah. It's so logical. It's almost stupidly logical because that's how people buy.

[Ian Garlic]

That's how people buy.

[Ralph Burns]

Yeah. What am I going to get? Who are these people?

[Ian Garlic]

Have you helped someone like me with my specific problem?

[Ralph Burns]

Yeah. Have you? 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.

[Ralph Burns]

Yeah.

[Ian Garlic]

And they'll watch the video.

[Ralph Burns]

Yeah.

[Ian Garlic]

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

[Ralph Burns]

Get those basics down.

[Ian Garlic]

Get the basics down. Yeah.

[Ralph Burns]

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 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.

[Ian Garlic]

Pieces to it and people are afraid to sell and they have to know.

[Guest 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?

[Ralph Burns]

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.

[Guest Speaker]

Yeah.

[Ian Garlic]

And how are you going to be different? What's it going to be like? What? You know, 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.

[Ralph Burns]

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?

[Ralph Burns]

Yeah.

[Ian Garlic]

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 body. 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 the 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.

[Guest 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.

[Guest Speaker]

How you're sequencing them. 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 profos. But again, furthering that backwards. But I'll make sure I have more questions.

[Ralph Burns]

At least you have it though.

[Guest Speaker]

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

[Ralph Burns]

Yeah.

[Guest 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 could be a 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 video case stories because then we weed those stories in.

[Ralph Burns]

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 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.

[Guest Speaker]

Yeah, yeah.

[Ralph Burns]

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?

[Ralph Burns]

What's going to happen next?

[Ian Garlic]

Right next.

[Ralph Burns]

What's the process?

[Ian Garlic]

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

[Ralph Burns]

Right.

[Ian Garlic]

You start overcoming all that.

[Ralph Burns]

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.

[Ralph Burns]

It all weaves together.

[Ian Garlic]

All weaves together. Other.

[Ralph Burns]

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.

[Lauren E. Petrulo]

When you look inside our attribution tool.

[Ralph Burns]

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.

[Guest Speaker]

Oh, it's a longer buying site.

[Ralph Burns]

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 happens.

[Ralph Burns]

No idea, right?

[Ian Garlic]

No idea. So. 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?

[Ralph Burns]

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.

[Ralph Burns]

His consulting days that he charges $100,000 a day for.

[Ian Garlic]

You're one funnel away.

[Ralph Burns]

You're one funnel away. Right?

[Ian Garlic]

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

[Ralph Burns]

And you 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 tropical stick. Pull it out.

[Guest Speaker]

Here we go.

[Ian Garlic]

Yeah.

[Ralph Burns]

Totally. You just.

[Guest Speaker]

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 popsicle, out of the jar.

[Ian Garlic]

There you go.

[Guest Speaker]

Decision made.

[Ralph Burns]

That's it. That could be software that could. If selling were just chatgpt.

[Ian Garlic]

Yeah.

[Guest 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]

If you put everything on the calendar, where are you going to eat?

[Guest Speaker]

Oh, my God. I live on my calendar.

[Ralph Burns]

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.

[Ralph Burns]

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?

[Ian Garlic]

Yeah.

[Ralph Burns]

That is absolutely. Funnel. I'll stay in the funnel away. 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.

[Guest Speaker]

Yeah.

[Ralph Burns]

There. Because everyone's going to hit those different pieces. And I think the Core 4 just, it's. 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.

[Ralph Burns]

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 radio, video or through ads or wherever you're obsessing about the customer story and where they are, you're going to win.

[Ralph Burns]

Or obsess about that customer story and say it in 17 different ways. 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, 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.

[Guest Speaker]

I think of John Legend. All of me.

[Ian Garlic]

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

[Ralph Burns]

Yeah.

[Ian Garlic]

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

[Ralph Burns]

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

[Ian Garlic]

Once again, videokom iyengarlic 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, you know, I've got a case story, finder so it helps you find it. We didn't even talk about telling the wrong story. But that's a whole nother time.

[Ralph Burns]

It's a whole other podcast episode.

[Guest 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.

[Ralph Burns]

It's like you're a marketer or something. Amazing.

[Guest Speaker]

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

[Ralph Burns]

There it is.

[Ian Garlic]

Flexible fifth.

[Ralph Burns]

Well, flexible fifth. We'll leave links in the show notes to the 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 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. Iron Garlic. On behalf of my amazing co host Lauren E. Petrulo, ciao and thank you once again, Ian Garlic. Until next show.

[Ian Garlic]

See ya.

[Lauren E. Petrulo]

You've been listening to Perpetual Traffic.