At a scale no human network could ever match

If you poll people in our industry, you’re almost certain to find that “referrals” are the number one lead source for most agencies.

But I don’t think that’s because we’re all really good at referrals.

Most of us just kinda sit back while referrals happen to us.

It’s an unpredictable and stressful rollercoaster to be on — wondering when the next opportunity will fall into our lap.

The reason referrals are so great is that we have instant credibility and trust with the prospect thanks to our mutual connection.

But our network only stretches so far — and often it’s not with the right people (like me, I’m sure you’ve had well-intentioned friends or relatives give you the worst of leads!)

So, if you dig a little deeper, the problem isn’t needing more referrals or a bigger network — the problem is building credibility and trust.

If you could do that another way, outside of referrals, you wouldn’t have to be reliant on someone feeding you prospects.

Outside of one-on-one interaction, there’s no better way to get to know someone than by seeing them on video.

We’ve all experienced this our entire lives with celebrities we feel like we know, even though they are total strangers.

I’ve seen enough Jon Stewart shows, interviews, and clips to know that he and I would be good friends — but I’ve never met him!

Video gives people the opportunity to get to know you, your personality, your mannerisms, and your character in a way that the copy on your website could never compete with.

And the algorithms in YouTube, TikTok, Instagram, and Google are programmed to refer you at a scale no human network could ever match.

I’m becoming convinced that the best marketing for folks in our industry is video — and I’ve seen it work for myself.

With one recording you can:

  • Target specific people who are interested in what you have to say
  • Reach people across the globe instantly (they literally carry you around in their pocket)
  • Be available on-demand anytime someone wants to watch
  • Let people get to know you, your character, skills, approach, and systems
  • Have people feel like they “know you” without ever speaking with them directly

Not that you have to become some kind of internet celebrity — but by publishing videos you’re able to build the same type of relationship we’ve built with celebrities for decades.

When it comes down to it, people trust someone they’ve seen more than someone they haven’t.

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