People don't buy video



Through the years we’ve produced over 7000 videos, but I’ve never sold “video” and would never suggest that that’s what we do.


I often say people don’t buy “video”, they’re buying communication.


Video isn’t what’s needed, rather, it’s a communication, a message that speaks to an exact person and hits their needs, wants, motivations, or problems to compel them to action.

It’s the communication that moves people.

Which is why it’s important to understand:

  • Who’s watching the video?

  • Why are they watching it?

  • What problem are they trying to solve?

  • What do you want them to do or what do you want to happen? (objective or outcome)

Video is the vehicle or medium to deliver the communication to the viewer and when done well, it will have the effect you want.


Video or content for content sake is not effective or valuable.


Communication to an exact audience that moves them to take action in some way, is.

It can’t be an afterthought.


It’s easy to get caught up in visuals and lose sight of the objective, a compelling message for an exact audience that moves them.

But it’s a mistake to do so.


Take the time to understand your audience. Who are they? Why are they clicking? What do they need or want? How do you solve that? What do you want them to do?


Then tackle the message and get it right.


Writing isn’t a component – it’s the strategy. 


“Great graphics will keep us in our seats for a couple of minutes, it is story that holds us in our seats.” - John Lasseter

— Robert

About Robert Cornish: Robert Cornish founded Richter in early 2008 to build an agency focused on communication strategies that support sales growth for business to business technology-related companies. Bootstrapped with zero capital in the middle of the financial meltdown, Richter went on to make the Inc 5000 list comprised of the fastest-growing companies in America five times. Richter made the Silicon Valley Fast 50 four times and the Entrepreneur360 award two times. Robert has been featured in Bloomberg Businessweek, Selling Power Magazine, Inc Magazine and IDEA magazine. He's been a guest speaker for ACG Los Angeles, IASA Summit, West Point and been interviewed for 33Voices, EnTRUEpreneurship Podcast and IDEA Magazine by Northwood University. In 2012 Wiley & Sons published his book, What Works, about the lessons he's learned while growing his agency from start-up navigating his way to a multi-million dollar agency. Robert currently owns four companies.

Get What Works on Audible here >>> https://adbl.co/2BvqS4I

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