Why Video Marketing Builds Customer Trust in the Age of AI

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0:51John Jantsch:Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jansson. My guest today is Doug Dibbert Jr. He's the founder and CEO of Magnify. I bet you a lot of people struggle with that. Magnify. He'll straighten me out. A white label video platform that helps marketing agencies and businesses add video to AI chat, email automation, and reputation marketing systems. So, Doug, welcome to the show. Thanks so much. Yeah, no, we're marketers and salespeople. We're not English majors, right? All right. So tell everybody, everybody listening, how to actually pronounce it. It's a magnify.

1:31Yep. Yep. You got it. Yep. Magnify. Oh, is it magnify? Yeah. Well, I originally started it. I was going to buy M-A-G-N-I-F-I, but somebody else owned it and they wanted five grand for the letter I. And when you're a startup, right, I mean, every dollar counts. So I was like, well, let's take off the I. No big deal.

1:50John Jantsch:Well, I tell you the other issue I ran into, I so wanted to pronounce your name like the cartoon. I was trying to put an L in there. I so wanted to do that as Dilbert. Yeah, I get that too. It's actually Diaper. It's the long eye. Oh, okay. Gosh. Should we start my intro over again? I just butchered everything. All right. It's perfect in its imperfection. There we go. There you go. Now we have a reason to talk about it. So that's a marketing win. So you started as a video production company agency. I did. Yeah. My guess is that most of your clients saw what you were doing or you sold what you were doing as content production.

2:32John Jantsch:You got it. Yeah. I think that's probably a true statement, right? How does Magnify actually look at video content differently? Correct. Yeah, yeah. So how we look at content differently, I mean, it's a little bit of a metamorphosis, right? And a lot of the metamorphosis for us really has been driven by the advancement of AI in a lot of communication. So video for a long time has been seen as just content, you know, social media, you got to make video content. You got to make those expert tip videos. You got to do this, you got to do that, which is all true. But now it's even more important because it's a part of humanizing business communication and AI-driven communication now.

3:18It's like the pivot has just happened not even that long ago. It's definitely a very interesting pivot, even for us.

3:28John Jantsch:Well, and I think the biggest change is what you're suggesting, and certainly what I've seen, is that there's a lot of places, there's a lot of gaps in where people are using it. Video, certainly. I mean, I guess we could start with talking about how video differs from word, written word, content. And maybe go there, you know, like why is video so powerful as a medium period? You got it. Well, it's definitely more powerful than just text on a screen because you see, let's look right now. We're doing a video podcast, right? You're hearing my voice. You're hearing my tonality. You're seeing my hands move out.

4:04I'm a big hand talker. So you're seeing my eyes get big with excitement, right? And then obviously laughing. So we read so much nonverbal communication than we do verbal. And we actually, in science shows, we learn more. So the businesses that are adding video now to a simple email communication are standing out in a huge way and closing deals faster. We worked with some sales teams that were super reluctant. Like, oh, I don't want to take the time to record a video. I'm busy. I just want to fire off a quick email and then send it off. you know, keep that sales prospecting thing going. But the businesses that actually levered it early on actually closed the deals faster because video is a fantastic conduit for no like and trust in a digital first world.

4:56John Jantsch:Yeah, and I think all communication is a form of persuasion. We're trying to persuade somebody to do something, you know, even if it's just right back to me. And so I think video scores very high on trust And trust is certainly one of the biggest elements of persuasion, as you just mentioned. You got it. I read at the beginning of this some stats that actually I think you have shared. 79 % of Americans prefer human over AI agent and customer service. 86 % say human interaction still matters to brand experience. I'm wondering if those numbers are skewed because so many people are doing it poorly.

5:31John Jantsch:So some of the automation, really particularly the early automation, was more frustrating than helpful in a lot of cases. and they just found themselves like human, human, you know, pushing whatever button to get to that. And do you think that some of those numbers are there because people are doing it poorly? I know that I've had good experiences with AI chat and I'm like, great. That was the way I wanted to go because I got the result. That's really all we're after, right? Yeah, you got it. Yeah, we're after that end result. Yeah. So how does, I guess the second part of that, an actual question, you know, how is somebody using video in all these like customer experience and onboarding and, you know, all the things that they think about that they don't think about in a lot of cases after the sale.

6:18Correct. Yeah. Also after the sale, super important. So especially after the sale, wanting them know that a real human being is actually behind the business is vitally important. So when they get that first welcome email, adding a simple video to it, even if this is generic, even in the chat bot, right, We've seen a nice uptick in people adding video replies just to a chatbot. Because even after the sale, even for Magnify, when somebody comes in and white labels the platform, they'll come and they'll still hit our chatbot up and just ask questions. So we deliver video answers to that. So adding video to that.

6:55And then even social media. People, businesses don't think after somebody is sold, their social media is just for attracting customers. Your social media is also for continuing to sell to your current customers because if they bought from you, they're probably liking your social media. So continuing to educate and nurture and onboard that customer into how to maximize out your product or service that you have. Even after the sale.

7:22John Jantsch:So give me a little bit on the technical details. When you say video in your chat replies, that's really a bot that is replying in video form. I mean, that's not actually pre-recorded videos. A lot of people used to do that, but you're actually saying, no, it's going to respond to the exact question it was asked based on a knowledge base. Yeah. Based on the knowledge base and delivering of a prerecorded video. You got it. So that way I've seen the bots out there that have like the automated like AI avatar and it looks really weird, like the heddle jerk. And then it'll give you that text response answer.

7:56But these are prerecorded video responses that are delivered by the AI at the right place at the right time. Okay. So business can still, we talk about this all the time, automate as much as you can, but when it's appropriate, add in that video, that human layered response versus just a talking bot. So what the bot is figuring out where the appropriate response is to add that video, video reply.

8:21John Jantsch:So one of the things I think we talked about was that reputation management, you know, there are a lot of industries that have been on the getting reviews game for many years, home service industries, restaurants, spas, you know, that kind of thing. But it's, I think almost every business has now realized how important it is. How can you use kind of one, what I call one-to-one video in referral generation or not necessarily referral reviews, like a Google review? Yeah, review capture. Yeah. So a lot of softwares out there, I know, for reputation management, after somebody leaves a four or a five star or an NPS score leaves like a nine or a 10, now it could, with our platform, that's how we work beautifully with those platforms is that if they do click those, you can automate either a, hey, click here and tell us your story, record a quick video testimony about your experience.

9:10And hey, as a thank you for your time, for telling us your story, we'll send you a 10 % off the next visit. All right. So that's a perfect opportunity to create micro-influencers out of those people who are leaving those five stars or four stars and those nine and tens on an NPS score. So then it becomes a content generation engine. Yeah.

9:34John Jantsch:So, again, just to clarify that, you're not necessarily saying use it. You know, a lot of people do things where they did a service and they want to send a video out to the person saying, hey, review us. But you're actually advocating more for once somebody does review you to actually then use it as an engagement tool. Yeah, it's actually both. Yeah, yeah. So, yep, you can utilize it both ways. Like we have users on our platform that will use our video email tool. So, or actually route them to a video message of the owner saying, hey, like I'm Bob from Bob's Burgers, right? Hey, so glad you had a great time at our place.

10:08If you feel so inclined and you want to tell us your story about how much you loved your burger, what was your favorite burger? Just click the link below and record your story for us. And next time you come in, you know, burgers on me just for taking the time. So we've seen it both ways. You got it.

10:23John Jantsch:For many years, I have actually advocated to small business owners. You know, you fill out a form, whether it's request a quote or just contact us, whatever the form is. And it always drove me crazy. You'd press that button to send and you weren't even, there was no confirmation. There was nothing. You're like, I don't know. Did they get it? You know, or not. Right. And I'd always was big on getting business owners to record a video, send them to a page. It basically says, Hey, we got it. You know, our best agent is on it. They're going to get back to you. And the people that did that, it was funny how often we get comments because it was, it's now pretty regular, but it was unique almost so that, you know, people would comment on something so goofy and so simple.

11:03John Jantsch:Well, what's funny is you were ahead of the game, John. And because what you were doing is you were humanizing the experience. Right. Instead of shooting a simple, even an email, just like you said, sometimes you get nothing back. But usually you get that automated little text like, we've got your thing. So we'd be in touch with you, blah, blah, blah. But now, let's look, you said, recording. I mean, taking three minutes or less to record a video, throw that in your auto response, and then having that video pop up. You're ahead of the game, man. Yeah, well, and the fact that everybody, the pandemic actually sped this up because everybody had to go out and get a camera.

11:41John Jantsch:Everybody got on video and everybody was used to. Now they had all these tools to actually do that recording before. I mean, when I started doing it, we had to bring a crew into the office. It was much harder. Yeah, even before, just trying to get something on a Zoom call before all that was super hard to do. Now it's like, we got to walk across the street. I will just Zoom. Exactly. You know, I've spent over 20 years watching good businesses waste money on marketing that doesn't add up. And usually the problem isn't the tactics. It's the missing foundation underneath them all. So I put the whole system in a new workbook called Seven Steps to Small Business Marketing Success.

12:19John Jantsch:Seven steps, the right order with everything you need to build that actually compounds. You can pick it up right now for five bucks at dtm.world slash seven steps. That's dtm.world slash seven steps. So I think I read somewhere you do something called Thank You Thursday. You pick a random client each week and send a personal video email. It's so funny. Again, going back to old practices because I've been doing this a long time. I had a habit of every Friday, I would call three or four clients. Literally like, hey, I just want to see how you're doing. And I can't tell you how often somebody said, you know, I was just about calling you.

13:04John Jantsch:We need to do X, Y, Z. I mean, it was unbelievable. So I made it a habit. So tell me about your thank you Thursday. Yeah. Thank you Thursday came from video email, right? Because like we talk about, oh, you should use video email. Let's do that. It's kind of like practicing what you preach. So every Thursday, well, because it rhymes, it kind of helps you remember it. Oh yeah. Thank you Thursday. that you just pick a random customer and record a video to say, hey, how's it going? I hope you're doing fantastic and hope you're enjoying the platform. I hope the family's doing good. Just want to record a video to say, hey, thank you.

13:33I appreciate you because I would not be here if we weren't working together. So I just want to say thank you. And less than 24 hours, if not, maybe five to 10 minutes later, you'd get a response back saying, that was really cool. Thank you so much. And literally what you just said, John, will happen. They'll be like, oh, yeah, I was thinking about adding this XYZ thing on and glad to reach out. Let's get this thing going. So it's, I mean, your current customer base is the best base to sell additional products and services to because they already know, like, and trust you.

14:02John Jantsch:Have you quantified or gotten even any kind of feedback from clients who've maybe adopted that practice to say, this is what this has meant over the last six months? Yeah. I mean, literally what it is still, when I kind of explain that concept to our agencies and stuff like that, white label us, even businesses, literally the same response is like, oh my gosh, this is so easy, so simple, especially from C-suite people, like messaging out their team members. Hey, I want to record a quick video or record a quick video and just say, hey, you know, hey, you know, Bill, I just want to record a quick video.

14:33Just let you know, I think you're doing a fantastic job. Thank you so much for working here, especially if they're talent they want to keep. People just want to feel appreciated. So that C-suite executive that was using our platform did that. And he's like, oh my gosh, like this is, I'm going to do this all the time now. Just record a video. Just say thank you to my team members who are doing a fantastic job.

14:52John Jantsch:A lot of people have been, any number of people have been using tools like Loom to do kind of similar one-to-one video. You know, you just click a button and record. I know, you know, we initially, our initial use case for using Loom was when we were trying to explain, say to a web designer, like fix this thing right here, you know, and it was just a lot easier, right? to communicate that. How does your platform differ from a tool like that, which can be free? Yeah, yeah. No, Loom's a fantastic platform. Yeah, so we have, just like you said, we have the same kind of capabilities inside of Magnify, right?

15:26But the cool part about what Magnify is, we've built in not just a screen recording tool, but we have the ability to capture video testimonials, produce simple branded video clips, make little story videos, which takes three video clips and produces them into one video, and then literally add videos to any marketing communication that you have, whether you have an AI chat bot, you have SMS marketing and videos to that. So we're kind of like the all-encompassing video powerhouse. And that stemmed when I was running my video marketing agency. It stemmed from what other digital marketers and what businesses were actually asking for on a consistent basis.

16:02So when you're running a video production company, you'd get those nice big client contracts, right? where you're making$10 ,000-ish a video. But Magnify was birthed out of, well, crap. Like, I got to make more. I got to figure out a reoccurring revenue model. Yeah, yeah, yeah. Always hunting and killing that next thing. So that's where it was kind of birthed from was the tools, the five tools we have were birthed from what businesses use and should be using on a regular basis. And then what makes us unique with the video communication tools is the video content creation tools. We produce it for you.

16:37So there's no video editing needed. So it adds to your logo and music and captions and call to action all by itself.

16:45John Jantsch:Well, and that$10 ,000 video, you know, AI is cutting into that budget pretty, pretty significantly. Oh, yeah. It's funny you mentioned that. Well, we actually just through probably about a good year and a half. Like, obviously, we're on, we'd like to think we're on the cutting edge of video and AI video being one of those. We've seen it go from like the really terrible to where it's at now. And we have studied it and just started offering cinematic style AI videos where it looks, where it can replace a$5 million budget video. We just did one for a multi-location automotive or air shop. And they came to us, they wanted a Mad Max style thing, a video built around an air freshener.

17:36their big thing was like this cool air freshener that you hang on their their the mirror gives them 15 percent of 15 dollars off their next oil change gets it back in the door so they wanted a story built all around that so we went we were like okay yeah we'll give you like a one that's like around a minute and a half but like once we got in there we're like we made us like a two minute 30 30 second like full movie trailer i mean complete with scenes i mean if you were to pay crew, your minimal$5 million. And it turned out amazing. They dropped it on their social media and within two weeks got over 7 ,000 plays and immediately were like, we want to do more.

18:16So we're actually doing one that's a gone in 60 seconds theme mixed with back to the future. So that's sort of getting ready to drop here pretty quick.

18:24John Jantsch:Yeah, that's interesting. I mean, you imagine like, you know, two actual live trucks or something driving down the road, you know in a mad max style i mean that would take 20 people back in the day right it's all the people holding boom mics and oh my god three four different videos on you know on trucks i mean crazy so i'm a sudden you study filmmaking in college yeah if i had this at my fingertips back in the day like i mean literally like your the your imagination is only the limit it's so So it's crazy. All right. So I'm a two-person shop and I don't have time for video. What's the least amount I could get away with?

19:04John Jantsch:The least of mine get away with, right? Well, that's what the Magnified Popper was built for, number one. But number two, bust out that phone in your pocket and just record some content for the love. Because I always love when people, you know, this is a great analogy. I tell all people who are considering it. Have you ever been scrolling on social media and you stop and you see some guy's video, you're like, that guy's an idiot. Like, I know more than that person. Well, that person took the time to record a video. Well, you have no excuse. Start recording that content, put it on social media, especially if you're on LinkedIn.

19:41LinkedIn is so hot right now for video content. If you're a LinkedIn person and you're watching this, make video content on LinkedIn to position yourself as a thought leader, as an expert. There's never been a better time to do it on LinkedIn, for sure. Hands down.

19:57John Jantsch:Although, my soapbox speech, stop recording the videos in your car with you driving. I hate it. Listen, I've been guilty of those. It's like sometimes you'll get that thought that pops in your head. I want to get it out before I forget. But I hear you. So you're positioning your program, though, or your platform as white label for agencies. Yeah, yeah. Tell me a little bit about, I don't know, the first 90 days of implementation for an agency. What's that look like? Yeah, so the first, that's the most important, right? The first 90 days. So the first 90 days, when an agency signs up, they typically have a customer that they're already like, have asked for video testimonials or they want to add video to an email marketing plan.

20:41And so that's when they typically will find us, right? But we tell you this all the time, yes, it's exciting that you have a customer, right? And how our platform works is they pay that at a flat rate and they get 30 seats. 30 seats to give out to as many customers.

20:54John Jantsch:Oh, so it could each be a client. You got it. I'll get you. You can give video testimonial capture, video email, branded video clips for your customer and add a layered in video service that works with your existing stack, your reputation marketing, your social media plan, your website design. but we tell them first 90 days if make sure you get yourself an optimized YouTube channel for your own agency and because you agencies love the idea of having an optimized YouTube channel for their business because one it helps out tremendously with SEO right I mean and John you'd be surprised some agencies don't know that YouTube is the number two search in the world and we tell them and they're like what?

21:37Really? Yes it is so