Episode 102

Don’t Let Your Business Become Dehumanized with Ethan Beute of BombBomb

Ethan Beute

Podcast Cover Image of Ethan Beute

The channels in which we’re trying to connect and communicate are noisier and more polluted than ever. So how can you truly connect with customers?

Ethan Beute will show you how video messaging can transform your customer communication.

Ethan Beute is Chief Evangelist at BombBomb, Wall Street Journal bestselling co-author of Human-Centered Communication and of Rehumanize Your Business, and host of Chief Evangelist and The Customer Experience Podcast.

Join us to learn about the use cases of video communication. Discover how personalization & sincerity in your interactions build customer trust. 

And don’t forget to subscribe on your favorite podcast platform for more practical tips and stories! ⏳

Here are some of the key topics that Ethan and Paris discussed in this episode:

• (3:05) Creating human connection across the digital divide 

• (5:48) How Covid changed human connection and people’s approach to videos

• (8:30) Is virtual work here to stay?

• (9:51) How video communication can increase your conversions

• (13:48) Use cases of video messaging

• (16:04) The fear of getting in front of the camera and how to overcome it

• (23:06) How to use video for LinkedIn communication

• (24:56) How to make video messages really personalized and increase their effectiveness

• (31:13) How early video messaging can accelerate your sales

• (34:01) Emails vs. video messages

• (40:18) How to use digital communication channels to show sincerity

Resources Mentioned:

Human-Centered Communication: A Business Case Against Digital Pollution, Book by Ethan Beute and Stephen Pacinelli
Permission Marketing: Turning Strangers into Friends and Friends into Customers, Book by Seth Godin

Show Notes: The Importance of Video Messages

Every time you type out a message, you have an opportunity to make a stronger connection and increase your chances of conversion. And the best way to do it is by including a video message in place of or along with the text you’re otherwise sending. In this episode, Ethan Beute uncovers how to foster human-centered communication with the power of video messaging.

Ethan is the author of “Human-centered Communication.” The book’s basic premise is about the future of digital, virtual, and online communication. 

The channels we are trying to connect and communicate in are noisier and more polluted than ever. The use of faceless, typed-out text no longer cuts it. So how can we truly connect with customers?

According to Ethan, as the buyer’s journey becomes increasingly non-linear and customer expectations reach new heights, it is time to revolutionize how we sell and serve. He is taking on the challenge of digital pollution and offering a business case against it with a framework of strategies and tactics that aims to revolutionize the way we communicate and connect with each other. 

Have you ever sent an email or chat message that was completely misinterpreted? It is frustrating, isn’t it? People can easily misread the tone and come to the wrong conclusions. Maybe they think you’re being passive-aggressive or angry, but that is not what you intended at all. 

But using personalized videos in your communication can save the day! With video, you have the added benefit of conveying your tone of voice, facial expressions, and body language, which can make all the difference in how your message is received. Your words alone can’t always capture the full picture. But video-led storytelling gives you the power to communicate more effectively.

However, “video is being misused. It is not enough to turn on our camera. We have to figure out how to truly connect and communicate, not just turn our cameras on and be good to go – the way we did during Covid,” says Ethan.

How Covid Changed Human Connection & People’s Approach to Videos

When the pandemic hit, it caused a sudden surge in demand for video messaging, resulting in a significant increase in BombBomb’s pipeline. Even though meeting in person was the norm for building relationships and generating revenue, video messaging also had its unique place.

The upside of Covid was that people finally had the provocation to commit to this form of communication. However, some viewed video messaging as a pandemic solution and retreated from it as restrictions eased. Ethan believes this was a mistake as video messaging became a mature and essential form of communication that transcends the pandemic. “We’re gonna be doing more work digitally, virtually, and online in the future, not less, no matter what happens from a pandemic perspective.” And video messaging would continue to play a crucial role in building relationships and generating revenue.

Quote from Ethan Beute on Episode 102 of Paris Talks Marketing

Use Cases of Video Communication

The use cases of video communication are limitless. Ethan shares that most people utilize it for their sales teams, but it could also serve for weekly one-on-ones, feedback, referrals, etc.

Here’s One Unique Use Case: How to Use Video for LinkedIn Communication

What is your next move once you connect with someone on LinkedIn? For Ethan, it used to be sending a personalized video to every person he connected with on LinkedIn. But let’s face it, that is not always feasible.

However, Ethan has recorded an evergreen video that is friendly and perfect for new connections. In it, he introduces himself, talks about the three things he is most passionate about (video messaging, customer experience, and evangelist marketing), and encourages the viewer to reach out with any questions. It is a simple yet effective way to start building a warm relationship.

How to Make Video Messages More Personalized

Ethan went on to share how to be personal with video messages. And it is not just about using someone’s name to greet them that makes the message seem personal. It is about making the person feel seen, heard, and appreciated.

You can tell which message is personal and which is not by the language, message, and motivation that give it away. “When someone truly knows me, it’s a completely different experience, even if they start with a simple ‘Hey Ethan,’” says BombBomb’s Chief Evangelist.

So let’s get real here. It is not about outsourcing your sincerity or intent; it is about finding those moments that really matter. 

When does a team member need that extra boost of support, trust, or encouragement? When does a prospect or customer need to feel seen and valued? You need to identify those spots, be present for them at that moment, and ensure that there is a human experience throughout your message. That’s how you can truly connect with the person on a human level.

How Early Video Messaging Can Accelerate your Sales

Ethan’s favorite video use case is the “after the initial sales meeting” video, as he calls it. A good sales rep will take notes and share call notes after the meeting. But Ethan suggests something else. Why not take it up and do it in a video message?

Not only can the person receiving it easily forward it to others who will influence or make the decision, but you also get to meet them where they are emotionally. Are they excited about an opportunity to boost their business? Or are they fearful and desperate? Maybe something is on fire, and they’re angry or frustrated. Whatever it is, you can be part of the solution by emotionally meeting them where they are, using their language, and addressing their concerns.

And here is the best part: you can take them on an emotional journey: in your 60-120 second video, you can use their own words to carry them forward and keep the momentum going. Doing so will draw them in and make them feel understood, increasing your chances of sealing the deal.

As you can see, there are various ways to use video in your communication. Mostly, you have to figure out your own framework for how to use videos effectively based on your goals and customer needs.

The Psychology of Getting in front of the Camera 

Video can act as a substitute or complement to any form of communication. But some people can experience “camera shyness” or fear of getting in front of the camera and recording a video.

Are you also afraid of sending a video message? You are not alone!

Unlike a live conversation, you have the ability to play the recorded video back, judge every second of it, and delete it before anyone else sees it. 

This tendency to second-guess ourselves too much can be a barrier to effective communication. However, vulnerability is an essential aspect of risk-taking and emotional exposure, which characterizes all the best things that happen to us in life.

But that fear of being judged or rejected (a basic human evolutionary psychology) often leads people to quit before they even start with videos. This can be the biggest obstacle to growth and also the most rewarding experience once you get used to it. The only way to overcome this fear is through practice and exposure. 

When you get several videos out the door and receive positive feedback, you realize that sending a video message is different and better than only typing a cold message.

How to Make People Open a Personal Video Email

Email marketing is not dead! Ethan shares that emails sent with personalized videos inside usually have a high engagement rate. But what are some of the keys to getting somebody to open that email in the first place when they don’t yet know that there is a video embedded personalized to them?

It all starts with understanding what is in it for the other person. Before you hit record or type a single word, think about the benefit, outcome, or problem that you are solving for them. Whether it is a segmented and targeted message or a truly personal one, be clear about the value you bring. And then, you can make the subject and opening line much more about the other person than before.

Let’s say you have an upcoming webinar and are using email communication to get more sign-ups. It is not just about promoting your webinar. It is about explaining what people will get out of it, why they should show up, and why they should exchange their personal information.

And that is where personalized video comes in. When you’re clear about who it is for, what is in it for them, and what the call to action is, you can create an engaging video that reinforces your message. Start with a greeting and opening line that drives the video play, then move into a supporting argument or thought. Finally, tease the call to action and reinforce the key takeaway and benefit underneath the video.

Don’t just send a video without context. Give your audience a reason to watch it and anchor that reason in what is in it for them. That is how Ethan advises creating engaging and personalized video emails that get opened and read.

Throughout our conversation, we discussed various ways to build human connections across the digital divide and the BombBomb’s video messages method.

Our guest Ethan Beute shared some valuable insights on how to use video communication effectively. If you should remember one thing from this episode, it would be this: Don’t let your message get lost in translation. Use video to make sure you are heard loud and clear and that you successfully convey your emotion. Don’t settle for dull, lifeless text when you can add a touch of magic with video. That is the only way to create personalized communication and deeper connections.

If you want to learn more about these topics and gain more insights from Ethan, listen to our featured podcast episode, Don’t Let Your Business Become Dehumanized.

Want to chat about SaaS growth with Paris?