Many of us are hesitant to use video because of our own fears but it’s absolutely possible to use videos to increase sales.  Brenton Crane isn’t from the advertising and marketing background. He is from data analytics and started his career in Washington D.C. as a statistician at the Census Bureau and analyst in the National Intelligence Agency. He then partnered with the brothers Neil, Jeff, and Daniel for a campaign. The combination of their creative skillset and his analytical skills created a system that makes advertising campaigns effective.  The power of videos in the business The most powerful form of communication happens in face to face conversations between two individuals. These face to face interactions are how you make out the nuances of a conversation. This will allow you to listen to the tone, see the gestures and body language all happening at a subconscious level.  Video is the medium that’s closer to that face-to-face action. When you talk to someone on the phone, you miss the body language and all the subconscious communication that’s happening. But with video, you’re able to capture a large portion of what happens in face-to-face interaction.  Aside from that, videos are scalable. The people you can’t meet through phone calls can be met via videos. You can take your most effective salesperson and sales pitch and scale that up to reach millions of people using videos.  Effective pitch through videos  People have thought that the world of sales and marketing are two separate camps. In the advertising space, it’s often about infomercials or traditional branding styles like what you see in Nike and Apple. But it doesn’t work that way. You can blend those two worlds together.  For so long, there’s been a competition between the two camps. The salespeople would trash the marketers and the other way around when in fact, they can incorporate together to create a great pitch.  Incorporate a story in your sales pitch and put in brand humor, voice, and character to make it more memorable. #SalesTips At the end of the day, no matter how effective the sales pitch, it’s not going to build the long-term brand. Squatty Potty, for example, has the humor and the character and that what makes it memorable. If you break down that video for a sales structure, you’ll see that it follows the perfect sales structure.  The sales structure The Squatty Potty has the elements are as follows:  It has the hook It captures attention It shows empathy It understands the problem It presents a solution,  It has a call to action for viewers to buy the product.  When it still doesn’t work, then build that credibility. Make that call to action as soon as possible. There will always be a percentage in the audience who are ready and there’s also a percentage who are not quite ready. So, address their concerns and build that credibility. Give them another call to action after you’ve done that.  Anyone can create videos. Creating videos takes hard work but everyone can learn how to do it. The principles that Benton’s team use in making a $5,000 video are still true in making a $500,000 video. It’s not much on the scope and budget, it’s more of doing the right thing at the right time.  The Squatty Potty story  Benton’s team just did a successful video for Poo-Pourri and when the CEO of Squatty Potty saw that video, he just knew that they needed to have theirs created as well. They came to Benton’s team and his team was initially cold since they just did one for the same product. But then they thought of ways on how to make it less disgusting to talk about and make it more proper and put together.  They landed on the unicorn idea and it all happened from there. They made it safe, colorful, and less awkward to talk about. They had to reach a broader audience so they needed to do something a little more unexpected.  Squatty Potty worked with Shark Tank and Bed Bath and Beyond prior to working with them. They were making $4 million a year and jumped t