If you are teaching people who don't know you - you are friend zoning them for sales later.
Imagine this. You are sitting there eating a sundae at Friday's.. In walks in some dude who says hey - you know that ice cream has X amount of calories, X amount of sugar, it's terrible for you and it will cause inflammation.
What would you say? You'd probably say beat it I didn't ask you for your opinion.
Well, that's what you are doing when you try to teach people who don't know you. You are inserting your opinion into their lives without them asking you.
Instead, you should be telling stories. Stories connect to people they make them feel like they can relate to you. This is the TRIED and true way to connect with people who don't know you. Everyone who speaks at any event tells a story to get the audience committed and connected.
This is how your marketing especially your videos should be! If they are not you are friend-zoning and making sure they DON'T BUY from you.
Now let's switch it up a second. Imagine your personal trainer came into Friday's while you are scoffing down that banana split and started to tell you the EXACT same thing as Joe Schmo number 1 did.
You'd listen. You have trust at that point it's not about attracting you as a customer you ARE his customer - this is the time to use value. NOT to new people who don't know you and haven't signed on.
To test this theory, take all of the value videos you created and ran as an ad to create an audience and simply look at the % of completion, or the average watch time, I bet most (MOST) don't even sit through a minute. So they aren't getting your "VALUE".
THen you are retargeting them with an offer like hey you were interested - come get my stuff. Annoying. And guess what I actually tested both of these and peaking interest by visual storytelling works 10x times better than just value of you talking like a lame at them.
I actually actively use this in my ad strategy RIGHT now and for the last year.
If you are running video ads, ditch the "VALUE VIDEOS" they tell you to make this because they don't want you to know the real truth.
It's old news. I did it in 2017. It was dying then. That's exactly WHY we created Dojo Muscle™ Up! To tell the story of martial arts and you don't have to be Bob Barker on a game show feeling weird about yourself while the camera is running.
You are a business owner and you don't have time to play games.
Seems like everytime I log into social media another guru is telling you about what you should do.
With very little real-world knowledge. I don't know everything but this stuff I know better than most.
20 something days until the holiday. If you didn't stock up - now is the time.
P.s. That's me at a Market Muscles Marketing Event.
The people who focus on dogma, nonsense and what's "right or wrong" when marketing or running your business, what's "traditionally correct vs not" are also those same people who are "broke vs doing great".