[eBook Code] Rehumanize Your Business (eBook Code, 1st)

Acknowledgments xiii

About the Authors xv

Introduction xvii

Part 1 Why It’s Time to Rehumanize Your Business

Chapter 1 The New Way to Communicate, Connect, and Convert 3

A Simple Video Makes a Big Difference 6

Video for Relationships, Not Just for Marketing 11

It’s Like We’ve Already Met 13

Video Makes You More Familiar and Approachable 14

The Numbers: Video Email versus Traditional Email 15

The Stats, Claims, and Hype to Ignore 20

The One Question to Ask Yourself 22

Chapter 2 Email: The Indispensable, Broken Tool 23

“You’ve Got Mail” 23

Alternatives to Email 25

The Indispensable Tool 27

The Problem of (Over)crafting Your Emails 28

So, Emojis? 30

Repairing Email 31

Chapter 3 Video: The Personal, Rehumanizing Tool 32

Relationships Are the Whole Point 32

Millennia of Human Brain Training 34

Our Faces Speak the Same Language 36

The Eyes Have It 38

Talking with Your Hands 39

The Warmth of Your Smile 41

Outsmarting Our Mental Shortcuts 42

Chapter 4 Six Signs This New Approach Is for You and Your Business 46

Sign 1: You Teach, Train, Sell, or Serve 47

Sign 2: You Drive Opportunities Toward Face-to-Face Meetings 48

Sign 3: You Want to Improve Customer Experience 49

Sign 4: You Risk Disintermediation by Web Apps, Tools, and Automations 51

Sign 5: You Benefit from Word of Mouth 52

Sign 6: You Win More Opportunities Face to Face 54

Six Signs That You Need Personal Video 55

Part 2 When to Rehumanize with Video

Chapter 5 Nine Stories of Sales Acceleration and Better Customer Experience 59

Author Dan Pink and Professor Dan Smith 61

The Most Important Sound in Any Language 62

Leadership, Video, and the Handwritten Note 65

Appreciation You Can Feel 66

More Sales Replies and Fewer Support Replies 68

Even More Success in Customer Success 70

The First Salesperson to Send 10,000 Videos 73

A Sales Team That’s Sent 10,000 Videos 74

Personal Touch, Faster Conversion, and More Referrals 76

It’s Not About the Video 77

Chapter 6 Ten Times to Use Video Instead of Plain, Typed-Out Text 78

Top 10 Times Video Says It Better 78

When Not to Send Video 95

Part 3 How to Record and Send Videos

Chapter 7 Sending Video in Emails, Text Messages, and Social Messages 99

Three Ways to Send Video in Email 99

Screen Recording 107

Sending Videos by Text Messages 108

Sending Videos in Social Messages 110

Delivery, Filters, and Firewalls 112

The Video Viewing Experience 114

Face to Face in Any Channel 115

Chapter 8 Why You’re Not Sending Video and How to Get Comfortable on Camera 116

Why We Stop “Doing Video” Before We Even Start 117

You Look (and Sound) Great 118

You Know What to Say 121

Your Process Results From Execution 126

Seven Tips for Better Videos 128

You’re Not Alone 130

Chapter 9 The Salesperson’s Guide to Video Cameras 132

Video Camera Tips 133

Video Setup Tips 140

The Right Tool for the Right Job 144

Part 4 Improving Video Results

Chapter 10 How to Get More Opens, Plays, and Replies 147

Top Reasons for Video Email Underperformance 147

How to Get More Email Opens 150

How to Get More Video Plays 153

How to Keep People Engaged in Your Videos 154

How to Increase Your Reply Rate 155

Tips for Prospecting with Video 158

Chapter 11 So, You Sent a Video . . . Now What? 163

How Tracking Helps You Follow Up More Effectively 164

What to Do If Your Video Email Didn’t Get Opened 164

What to Do If Your Video Didn’t Get Played 166

What to Do If You Didn’t Get a Reply 169

Multiple Views, Latent Demand, and Long-Term Follow-Up 171

Now What? That’s What! 174

Chapter 12 Where Rehumanization Is Now and Where It’s Headed 175

More Effective and More Satisfying Work 176

The Soft Edge 178

The State of the Movement 179

Measuring More Than Opens, Plays, and Replies 182

Your Next Steps 183

Rehumanize Your Communication and Your Business 185

Notes 186

Index 193