Explain This Book To Me

In the third episode of Book 4 of the Explain This Book To Me podcast, host Josh Lipstone sits down with co-author of The Visual Sale, Tyler Lessard. They continue their discussion of the buyer’s journey and how to use video in the Consideration, Decision, and Post-Sale stage. We also learn about a mutual hatred for cooking blogs.

Episode Highlights:

• Tyler gives a piece of advice to those who are considering writing a book. (1:13)
• Tyler shares a story about Uberflip and how to best utilize explainer videos. (5:48)
• What are some examples of calls to action that have higher conversion rates? (9:12)
• Tyler shares his thoughts about pricing transparency. (15:43)
• Tyler discusses why someone may decide not to move forward with a call to action. (19:04)
• Tyler gives an example of a great subject line and a generic subject line. (22:10)
• What are Tyler’s thoughts on using emojis in subject lines? (23:31)
• Why can’t we embed videos into the email, and what’s preventing it from happening? (25:15)
• Tyler shares the video and business benchmark report that VDR does annually. (32:43)
• Tyler shares a story about a small tech company called Buck. (34:58)
• Tyler explains why filming and production are the most important stages. (41:04)
• Tyler outlines helpful tools that Vidyard offers. (55:01)

Key Quotes:

• “First and foremost, if you’re worried about your competitors learning about what you really do… Rest assured; they already know. To think that your competitors aren’t doing research on you, they don’t have somebody who signed up for an account and gave it a try…That’s just not reality.” – Tyler Lessard
• “The opportunity to have a video as your call to action…is that opportunity to be different, to be unique, to stand out and to offer them a type of action that feels more natural to them, as opposed to something that is going to require effort or action.” – Tyler Lessard
• “I do find that in today’s marketplace, it is simply an expectation of audiences, and there is very little tolerance for not having closed captions. So, I do think it’s something that we need to consider not just for the convenience, but also for true accessibility for different audience members.” – Tyler Lessard

Resources Mentioned:

• Joshua Lipstone LinkedIn
• Lipstone Insurance Group
• Tyler Lessard LinkedIn
• The Visual Sale