From Twenty Over Ten Blog – Posted May 1st, 2019 by Blair Kelly
Many advisors have been asking us about whiteboard videos, so we’re doing a deep dive into this topic to show you how whiteboard videos are producing results for advisors today. We’ll also take a look at how you can incorporate this strategy into your marketing in an easy, turnkey way.
And by the way, it’s not only advisors who are asking about whiteboard videos, but it’s also your clients! We’re hearing from advisors that their clients are actually requesting whiteboard videos to help them understand complex financial topics. For instance, one advisor recently showed a whiteboard video about Social Security to his 65-year-old mother and she was glued to the screen. After the video finished, she said she loved it and it helped her understand things much better. He said, “Mom, I’m a financial advisor. Have I not been explaining these things to you well enough?” She said, “It’s just different when it’s a video like this. It just helps me understand it so well.”
Why whiteboard videos work so well for financial services
Some of these facts will surprise you.
1. ONE OF THE BIGGEST REASONS WHITEBOARD VIDEOS WORK SO WELL IS THAT THEY ACTUALLY ALTER THE VIEWER’S BODY CHEMISTRY.
That’s because when people watch images being drawn in whiteboard videos, at the moment they realize what’s being drawn, they experience a burst of dopamine, the chemical in our brains associated with delight at something unexpected. These videos actually make people happy. And when you’ve put your prospective client in a happy state of mind, they’re much more likely to take the next step toward becoming your client.
2. WHITEBOARD VIDEOS ARE ESPECIALLY WELL-SUITED FOR FINANCIAL INFORMATION BECAUSE THEY HELP MAKE COMPLEX CONCEPTS SIMPLE.
Financial information can be intimidating and overwhelming. When you make it simple and visual, that helps your clients and prospects not feel so dumb. This, in turn, lowers their defenses and helps them feel more comfortable talking with you.
One financial advisor said that several prospects came into their office and mentioned that they loved the whiteboard video on his website. They said the light-hearted tone of the video helped put them at ease and made them feel more comfortable with coming in for an initial appointment since meeting with a financial advisor can be an anxiety-provoking experience. So whiteboard video actually helped bridge that critical gap between those prospects just vetting his firm online and them actually coming into the office, sitting at the table with him and becoming his client. Both the prospects who mentioned the video became clients, and the Average Lifetime Value of those clients is $125,000. So this one video helped this firm generate revenues of $250,000.
3. WHITEBOARD VIDEOS ARE BUILT TO EDUCATE
When you package educational information in this entertaining and engaging format, you fulfill on your promise as an educator in a new and novel way. This creates a signature client experience that your clients love. Here’s feedback one advisor got from her client:
I’ve enjoyed your one-minute videos. I appreciate that they’re short, to the
point, and still offer a good tip. Nice work!
These educational videos also automatically attract your ideal clients. When they vet you online (as they certainly do before coming in for an initial consultation), they experience a taste of the kind of educational value they’ll receive from your firm, and that helps draw them into your office.
4. THERE’S SOMETHING ABOUT THE FORWARD MOVEMENT OF WHITEBOARD VIDEOS THAT MAKES IT IMPOSSIBLE TO STOP WATCHING THEM.
Psychologically, you have to see what comes next, and that makes these videos one of the most engaging marketing tools available today.
5. WHITEBOARD VIDEOS MAKE IT EASY FOR YOU TO INCORPORATE REGULAR VIDEO CONTENT INTO YOUR MARKETING STRATEGIES WITH A MINIMUM OF TIME AND EFFORT.
You don’t even have to get on camera, which is nerve-wracking, time-consuming, and often not even the best way to present yourself to the world since it’s easy to seem unnatural in front of a camera.
How do whiteboard videos produce results for advisors like you?
Watch these case studies in easy 1-Minute Videos below.