December 16, 2025 • 30 mins
Struggling to stand out—or just want customers to feel more confident saying yes? In this episode of Masters of Home Service, host Adam Sylvester talks with Phil Risher, founder of Phlash Consulting, about four videos every business owner should use to improve their sales process: welcoming the new lead, the quote walk-through, the “you chose us” follow-up, and the invoice wrap-up. Short, purposeful videos like these personalize the customer journey and give clients a clear, memorable reason to say yes.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
AI search is what everyone'sfreaking out about, right?
They're not going to Google. They'regoing to ChatGPT, Perplexity.
As a business,
the number one thing that you can do isfeed these platforms with content that
you're the subject matter expert.It's not just the fluff stuff.
Yeah,
it's not just about posting videos onour website anymore. [Phil] No. [Adam]
Welcome to Masters of Home Service,
(00:20):
the best podcast for home service proslike us. I'm your host, Adam Sylvester,
and I want you to crush it in business.
Today we're talking about getting noticedand how video is so important in the
customer journey. Five years ago, if youwent to a website and there's no video,
that was okay, but now it's critical.
We expect that and that meansthat your customer expects it too.
(00:44):
And so if your website doesn't havethat or your social doesn't have that,
then you might be losing business andthat isn't good. So you're thinking, oh,
Adam, I know. I know I need more video,
and I've been meaning to do that andI'm not really sure how. It's okay.
We got you covered. Today.
We're going to talk about howto do video the right way.
I have a great guest with metoday to discuss this very thing.
(01:05):
Phil Risher is the ownerof Phlash Consulting.
He's going to tell us what videos to make.
He's going to tell us how to get thosevideos in front of the eyeballs of your
customers and how toavoid content burnout.
Phil.
Thanks for being here. Yeah,man. Thanks for having me.
I'm excited to talk about this topicbecause it is very important and a lot of
people have their head in the sand andthey think social media is just a way to
(01:27):
go viral when it's actually a way tobuild your customer experience and close
more deals and get more revenue.
So true.
And today we're going to talk about howto make video for the customer journey,
and so what is the biggest thing thatyou're seeing is a hurdle for people?
Why is this hard for us?
Yeah. A lot of times peopledon't know what to talk about.
They don't want to go on a jobsite and be the technician,
(01:49):
solve the problem and be thesocial media star, whatever.
So I'm going to make it very simple.
There are four videos that you needto include in your customer journey,
and I'll give you the scriptsas well for those as well.
Great. Yeah, I mean,
I think after today I think our listenerswill be able to know what to make,
how to make it, and they're going tofeel like they got a plan to go forward.
And make it happen. Exactly.
(02:10):
I'll give you another frameworkthat we'll talk about today,
which is how to createvideos in one hour per month,
at least 10 or 15 videos for your businessand what exactly you should be saying
based off of your customer's questions.
And you and I have donethat before so I can attest.
It works. One hour is allyou need. That's right.
So what are the four videosthat we need? Alright,
so the four videos are insideof your customer journey.
The first one is after someonefills out a form on your website,
(02:33):
you want them to not only geta text message and an email,
but a video from you as a businessowner. That video is going to say, Hey,
this is Phil with Phlash Consulting.
I'm so happy that you reachedout to us for your project.
Here's what's going to happen next. Myteam's going to get this information.
We're going to give you a call.Hopefully we begin contact with you.
If we don't, we'll shootyou a text message,
but I want you to know that my name'sPhil and I'm here to make sure that
everything works great foryou. Send that video out,
(02:55):
and if you use a CRM jobor something like that,
you can set up with a Zap integrationso that way once a form comes in,
a request is created,
then do this. The next video iswhen you actually send an estimate.
This one is missed by most people becausethe estimate is one of the missing
pieces to answer customer's questions.So when you create this estimate,
(03:16):
you obviously want to have some typeof nurture sequence texts and emails,
but what you want to do is includea video, and that video is,
Hey Phil here, owner of Phlash, Isent you an estimate for your project.
Here are five things thatusually come up on this estimate.
I just want to break it down foryou. We're super transparent here.
We just want to helpyou solve your problem,
and you want that video to explain thosethings, build trust, build clarity,
(03:38):
and let them know that I'm here for them.
Okay, so let me pauseyou there for a minute.
So the first video is assoon as they submit the form,
they get a text message or an emailfrom the owner video. It's pretty short,
I'm guessing 10 or 15 seconds. No more.Just I'm so glad you reached out to us.
Our team is processing yourlead or what do you say exactly.
That? Yeah. Hey, so glad that youreached out to us. My name's Phil,
(03:59):
born and raised in this town.My kids go to this high school.
I want you to know that youreach out to the right place.
We do this service and we'regoing to serve you well.
If you ever have any issues,
contact me directly and I'llmake sure that it's resolved.
Here's what's going to happennext. My team's going to go in,
look at the pictures, theinformation that you provided,
we're going to call you.If we don't reach you,
we're going to text you and emailyou and try to get you on the phone.
That's great. Okay, cool. Awesome.
(04:21):
So then the second video goes outwith the quote or with the estimate,
and what does that say exactly?It handles the three most.
Common questions. Yeah. There's twothings that you can do in this video.
The first one is the common questionthat you get on the proposal deposits.
What happens if this doesn't happen,the ones that you get a lot of,
and then the second one is, who'snot a right fit for this service?
(04:41):
Because now you're building alot of trust by saying like, Hey,
if you are like this, this is probablynot the right service for you,
but if you are, then this isgoing to be perfect for you.
Got it. That's great.
Okay, what's the thirdvideo? Third video. Again,
people miss this one and it'sat the height of excitement.
They just approve their quotes.You're excited as a business owner,
but you need to give that excitement overto them so you have a video that goes,
(05:04):
Hey, Adam, you just signed theproposal. Thank you so much.
I'm so excited to work on yourproject. You made the right decision.
You made the right decision.Here's what to expect next.
Our team's going to order the materials.
Our customer service representative isgoing to contact you over here in the
next 36 hours. Tell them whatthey need to expect next.
Let them know they made the right decisionand that we're all in this together,
and we're going to make sure thatthis gets to the finish line success.
(05:25):
Okay. Awesome. I love that.What's the fourth one?
The fourth one is,
and these are all triggers if youhave a CRM that you can put into your
workflow. The last one is an invoice.So invoice goes out, video goes out,
video says, Hey, Phil,here, flash Consulting.
I want to thank you so much forworking with us on this project.
I want to make sure that itwas a great experience for you.
(05:46):
If it was anything short of fivestars, obviously reach out to me.
I'll take care of that.
One way that we grow our business isthrough customer referrals. In this email,
I've included a $50 voucher to givethe gift of gutter cleaning to anyone,
family, friend, neighbor,
all you have to do is forward thisemail to someone post this in a Facebook
group. That's how these homegrownlocal businesses like me grow,
(06:06):
and I'd really appreciate that.
Okay. Nitty gritty on that. Howare you getting their information?
You give them a form to fill outin that video or Say that again?
Yeah, so after the invoicegoes out, your customer,
they're going to get an emailfrom you. Normally in that video,
you're going to thank them for beingcustomer of yours, and in that email,
you're going to create a littlegraphic on Canva or just say in there,
(06:28):
we give $50 off of you or for a customer,
and you're going to tell them on thevideo, thank you for working with us.
By the way, the way that we grow ourbusinesses through customer referrals.
If you have a friend, family memberor neighbor who also needs a service,
forward this email to them, this voucherscreenshot, this posts on social media,
it will help a localbusiness like mine grow,
and it'll also probablyhelp someone out that.
I love that I can hear some ofthe chatter going on right now,
(06:52):
and the chatter might be somethinglike, man, that's a lot of videos, Phil,
or Are you exhausting your clients byjust always text? How do you handle that?
Yeah.
Great way. Great point here. So itsounds a lot, I keep saying it's Phil,
like Bro Olympian alone.
So what we recommend is have differentpeople on your team do these videos,
so when the sales go out,
whoever your sales manager is oryour customer service manager,
(07:13):
have them do the video. When It getsapproved, have your office manager,
CSR do the video. Whenthe invoice happens,
maybe the business owner comes back on,
but now you have thesepieces inside of the team.
It doesn't always have to be contactPhil, like, I got enough going on.
Contact your CSR manager, office manager,whoever that is, your head technician,
whatever it is. You might see meout on your job site. I don't know.
(07:33):
Yeah, that's smart. I like that a lot.
I imagine there's some people in yourshop or your organization that don't want
to be in video, andthere's some people who do.
You could probably just pickthe ones who really do want to.
I imagine it's even okay if some ofthese videos have technicians in them.
Absolutely. The thing with technicians,
they kind of get the raw end of the dealwhen it comes to video content because
we're on them to get reviews.We're on them to upsell service.
(07:56):
We're on them to do a great joband just make the customer happy.
Then we want them tobe social media stars.
Yeah.
And make videos. It's like, guys,come on. Relax. I can only do so much.
I'm trying my best to just makesure I get a tow with a job on time,
let alone do all this stuff.
Right, right. That makes sense. Butmaybe on a rainy day or something,
you could have a video day whereyou take some videos. Okay.
Yeah, exactly.
(08:16):
Phil, how do you record allthese? It costs a lot of money.
Have somebody use an iPhone?How do you do all this?
Yeah, so the scripts that I justgave you, take those scripts,
get them as clean as possible,
run them through ChatGPTwith your business and get them dialed in as simple as
possible. I recommend, do nothire a videographer for this.
Use your iPhone on a job site and justmake it very organic and natural for your
team. If you're going for amore high level look, yeah,
(08:38):
of course you can hire avideographer and go that route,
but don't overcomplicate this.
We literally see these videoscan be done in 20 minutes.
Just pull up your phone andsay the stuff that I just said,
and then you have the videos andyou just plug 'em into your system.
It's even okay to make it selfie, right?Have the camera facing you, right?
Yeah, do a selfie.
What we found specifically with socialmedia content is that the overproduced
stuff, they know that it's overproduced.They just want the real raw,
(08:59):
organic conversation back and forth.
Totally. 100%. So don'thire a videographer, do it all on your own. In-house.
We do it, iPhone, and that'spretty much all you need.
Just have a simple script andjust do it in 20 minutes. Be done.
Yeah.
One thing that we see a lot of peoplefall into the trap is that it can be a
little mundane, and there's not asexcitement like you hear when I say it,
(09:20):
I'm pretty excited about it, soexcited. Oh, it sounds great.
So try to get excited aboutwhat you're talking about.
This is your business and you'rereaching out to your customer.
Imagine you're talking to yourcustomer right now, how you would be.
That's the interaction andengagement that you need to feel.
A tip that I heard from MarcusSheridan was the key to video is never
stop talking just because you'relike, oh, I can't do camera.
(09:40):
I'm not good on camera.Never stop talking. Just talk, talk, talk, talk, talk,
talk. Just never stop. Never stop.Just talk, talk, talk, talk, talk,
and then cut it down. And if you don'thave to do it in one shot, you can,
but if you really feel uncomfortable,but you're really committed this,
cut it up. No one cares.
Yeah, exactly.
The other big issue that a lot of peoplefall into that they talk about on these
scripts is, well, I don't knowwhat my customer problems are,
(10:02):
or what is my customer actually saying?
Are they saying guttercleaning or gutter cleaners?
They're trying to figure out theverbiage that their customers are asking,
and there's a way that peoplecan use AI for this very thing,
and we usually recommend,
if you don't know what your customersare saying or the problems that they have
with your proposals, you'renot doing them or whatever.
If you're using call recording numbers,those call recordings have transcripts.
(10:25):
Those transcripts, you can plug thosetranscripts specifically into chat, bt,
and now you have all yourhooks, your talking points,
all the problems thatyour customers are saying,
and now you can createcontent off of that.
That's a great idea. I love that.So we've got the four videos,
and those are what I wouldconsider like an onboarding.
You go from new lead to invoiceand you would do those four videos
(10:48):
before you do anything on a websiteor anything on social media.
Those are the first four that weshould do. You think those are the.
Quickest, literally 20 minutes. Youcan get those on there quickest. Yeah.
Makes sense, right?
If we're going to talk about creatingvideo content for your business,
but those four videos youcan make them right now,
plug them into your customer journeyand close more deals quickly.
Yeah,
I totally agree that one initial videowhen someone submits a form is so
(11:11):
important. When I started doing that,
I couldn't believe the amount ofleads that we retained just because
they got an instant textand it had a video attached.
It makes a huge difference.
And I guarantee if they reachout to five or 10 businesses,
maybe one of them does that, you'regoing to stand out instantly as, wow,
this company really gets it,
and they care about their customerexperience through this process.
(11:31):
What other videos should we have on ourwebsite, social media, any other ideas?
We get this four done. What else?
Yeah, so back to what is yourcustomer actually asking, right?
You mentioned Market Sheridan, theyask you answer. He has a new book,
endless Customers,
and it's all about what is your customersaying and how can you be the subject
matter expert and helpsolve that problem for them?
So a very simple way is if you have callrecording numbers, tracking numbers,
(11:52):
you take the transcripts,
you figure out all the issuesthat these people are having,
and you literally tell Chad,he turn this into hooks.
If you don't have all this,
if you're doing the sales calls or theservice calls and answering the phone,
take out your phone, turn onvoice memos and click play record.
Now you have all of your stuffright there. Take your transcript,
(12:13):
plug it into at GBT,get all the same stuff.
Now you have exactly what you shouldbe talking about on social media,
on your website inside of this customerjourney funnel. It's right there.
So there's no.
Issues, and so then each videoturns into one mini q and a.
Hey, are your gutters overflowing? Thisis why. This is what we do with that.
Are your ducks clogged?Is your HVAC broken?
(12:34):
These are the threemain reasons your hvac,
and so the videos justbecome very informative.
But they're short. Exactly.
So I mentioned at the top of how can Itake what my customers are saying and do
videos in one hour, 10 to 15 minutes?
So what you do is youget those transcripts,
you get the frequently askedquestions, hooks, whatever,
and then there's a three-partframework to creating content.
The first part is a hook, whichis the first five seconds.
(12:57):
You want to say something like,
here's why your HVAC willprobably go out this summer,
or Here's why your gutters might falloff of your roof after a rainstorm.
Whatever that hook is, that's goingto stop people and say, oh my gosh.
The second piece of this specificallywith home service, this is very important,
is you want to solve, notsell, solve, not sell.
A lot of times as business owners, weget into the cell mentality of, well,
(13:19):
your gutters are going to fall off.
That's why you need toget your gutters clean.
You start going down this whole rabbithole. You want to solve their problem.
Here's why this may happen to youand things that you need to look for.
You're not the hero in thissituation. They are the hero.
You're just the guide explainingwhy this could happen to them.
So solve not sell. Usually that'sabout 30 seconds, 45 seconds,
and then the last piece isagitate, call to action,
(13:42):
agitate call to action. Theagitate would sound like this.
If you don't want your gutters to fallat your house after the next rain,
that's to agitate. Then send us a message.
We have technicians that are going tobe in your area in the next 24 hours.
We can have 'em stop by anddo a free inspection for you,
whatever that sounds like, message,go to our website, whatever.
But that's the framework.
The beauty of it is you get the customerquestions real from your phone calls or
(14:06):
from the voice memos. You create thecontent that everyone's asking already,
and now you have contentthat is going to convert.
It's the real issues that they're having.
Phil,
I'm going to pause for a minute and talkabout Jobber and how it relates to all
this stuff.
So earlier you mentioned this fourvideos right after you get the quote,
the lead and then the quote and theform and the invoice and all that.
How does Jobber help you connectand make those automations happen?
(14:29):
Jobber has Zapier integrations,
and what that allows you todo is in those four points,
a new request comes in an estimate'screated estimate approved invoice.
Each one of those is a Zap,
so it allows you to then go and doother things when those actions happen,
and Jobber makes that availableto the people that use Jobber.
Gotcha. Okay,
so Jobber makes it easy to connect otherapps and use it and do follow-up and
(14:50):
that kind of stuff.
Exactly.
Yeah, a hundred percent. Listen,if you're not using Jobber,
you need to go to Jobber.com/podcast deal,
get an exclusive discount and startusing Jobber to automate and grow your
business. Since I've started thevideo thing about six months ago,
we have clients mentioned the videos.It's like, oh, these are working,
and it makes you feel better aboutthe time you spent doing the videos.
(15:12):
Yeah. Well,
I want to take this a step deeper on thisbecause this is very superficial with
videos. I want people tothink about AI search.
AI search is what everyone's freakingout about. They're not going to Google,
they're going to ChatGPT,Perplexity, Google AI mode,
these large language model LLMs, AI,
what are they built oncontent as a business,
(15:33):
the number one thing that you can do isfeed these platforms with content that
you're the subject matter expert.
If you go to these platformsand do a search in your area,
gutter cleaning near me, it'sgoing to give you the results.
It might say your business,it might not ask it.
How did you get these results? It's goingto tell you how it got to the results.
Then you say, why didn't you showmy business? It's going to say,
(15:54):
why didn't I show your business?
One of the reasons that it's going tosay how they came up with these results,
well, it's going to say reviews,
all the normal SEO stuff thatyou're going to do reviews,
but one of them it's going tosay is brand and authority,
and the way that you build brand andauthority is by creating content as a
subject matter expert that feedsinto these language models,
and that's the piece that peopledon't get. They think, oh,
(16:16):
I'm just going to create this contentand get business from it. Hopefully,
great. They might see it,
but in two to three years when everythingchanges to AI search and you're behind
the eight ball, you'regoing to get crushed,
and there's a big land grab rightnow for competitors because you have
competitors in your market that havethousands of Google reviews and you're
like, how do I do this? The land grab is,it's about to switch. Reviews are not,
(16:36):
they're going to be important,
but there's a whole nother sidethat's going to be important as well.
Interesting. I'll be darn. Okay.Let's switch gears a little bit.
You and I have talked aboutusing Loom videos to promote your
quotes, mostly your quotes and stuff.
Let's talk about Loom andhow you integrate it into your client's businesses.
Yeah, so that video that I mentioned,when you send an estimate over that says,
Hey, here's the questions,blah, blah, blah.
(16:59):
Every single businessshould be doing this.
Your salespeople should record a Loomvideo of the proposal that you're about to
send to this customer, especiallyif it's over a thousand, $5,000,
and explain what's on thatproposal because they're going to have questions and
they're going to want the walkthrough,and you just built this thing.
Take an extra three to five minutes andrecord this stuff And explain exactly
what it is. So what does that sound like?You get Loom, it's 10 bucks a month,
(17:20):
LOOM.
Then you open up the proposal that youjust built and you go through and you
say, Hey, Adam justsent you this proposal.
I want to send over a quick videoexplaining all of this stuff. Remember,
I was at your house, I talked aboutthese gutters and these gutters,
and here's what I put in thisproposal here, right here.
This could go up or down, butI think this is a good number,
and you're walking them through this.
Totally.
People do not do this,
and it blows my mind because there's somuch opportunity to use Loom inside of
(17:42):
their sales process, and it's crazy.
Yeah, I did this not too longago. We went through a dry spell.
We needed more business to be frank,and so as the owner, I started doing it.
What I would do is I would pull upGoogle Slides and I would, on the slide,
I would type in, hi John, andthen a picture of that was it,
hi John. And then beforewhen I was filming it,
(18:05):
I would start with that full screen.So the thumbnail was, hi, John, right?
With a little GIF.
Yeah, it's waving, huh? Likethis real, oh, like that.
So then I would email thatto people, and with Loom,
you can actually see peopleif they open it or not.
I wasn't really making much progresswith it. I sent 20 Loom videos.
I didn't really get anyresponse, so I texted somebody,
(18:26):
they approved their quote 10 minuteslater. Exactly. It was like six grand.
So I was like, oh, wellnow I'm a believer of this,
and that slide is so importantbecause it's not generic.
They know it's for them, and itwas always less than a minute.
This is your quote that John gave you.Lemme explain it to you real quick.
If you want to approve it, click thegreen button. Thanks. See you, bye. Yeah,
and it.
Works so good, so goodwith the rehashing process.
(18:47):
A lot of times they just callpeople and they don't answer, Hey,
just checking in on your estimate.
If you text them a Loomlike what you're saying,
and the GIF is going to show up on theirphone with their name on it and you
waving like this, that's prettycompelling. That's pretty.
Compelling. That's pretty good. I'm also,
this kind of gets awayfrom video for a minute,
but I'm also just surprised at how manytimes people have not gotten our quote.
(19:08):
We've sent automated reminders,we've sent 'em emails,
we some texts we've called, and thenpeople still say, oh no, I never got it.
How did you ever get it? Whatdo you mean you didn't get it?
And whether that's true or not, whatthey're saying is, I haven't seen it.
That's right. I haven't received it'sright. And so even just texting 'em,
but then sending them aLoom video in that same.
Text is even better.
Let me give you the flywheel of contenton this because this is the part that
(19:29):
people get stuck in, which is the videopiece takes a long time and all this.
Alright, so the Loom that youjust made for this person,
imagine if you took the transcript fromthat Loom and turned it into a blog post
and a social media content piece.Same thing with all of your shorts,
the reels that you're creatingnow you have unlimited content,
same with all of your calls.You have unlimited content.
(19:50):
If you open up the scale, you havethese transcripts of all this content.
I'm telling you down the line,
I literally have an AI avatar of myselfthat's going on my website that people
can ask questions to.
Every single business owner wants thisfor their website and in their sales
process,
but if you don't have the contact andtranscripts to put into this knowledge
base, you're going to be behind the eightball. And that's why I've been pushing
(20:11):
social media so hard,
but people think of it so muchof the superficial stuff of like,
because as HomeStars business,we're programmed to think, oh, I make this video,
I got 10 leads from it,it's a success. Yay.
But there's so much more nuance to itnow than just creating content to be
shown and you can't attributeit. Someone might see your video,
then go to Google and search yourname, and when they search your name,
(20:33):
they go to Google his profile.
It doesn't go from the videothat they've been seeing.
Phil, yeah, stop for a minutehere. You're going too fast. Okay,
we've got to slow down. Thisis very intriguing to me,
but I want to make sure that I understandit. So let's talk about the avatar.
I think if you talk about the avatarthat you're creating of your own self on
your website, that mighthelp us all understand more.
(20:54):
How are you doing that exactly?You're downloading transcripts,
we get that you download anytranscript and then put it into where.
Are you putting it? Yeah, so there'sa tool called Delphi, DLP ai,
and what you do is you sync upyour YouTube channel, LinkedIn,
Google Drive folders, whateverother platforms that you want,
and you can set it up as an RSS feed,
which means that it will constantly feedit more knowledge anytime you post on
(21:18):
it. So as business owners,
that's very valuable becausethat can help your team not reach
out to you all the time, ask anyquestion. It can help your customers.
It can help you create contentideas. This is where it's getting to,
but the problem is you needthe content to feed it.
Yeah. Are you saying thatif you make a Loom video,
(21:39):
you can always just downloadthe transcript of that video?
I've never done that before.
Yes.
Okay, interesting.
In my company,
I'll record a Loom video and send itto a prospect that will explain exactly
what we did, but it'll also answerreal questions that they probably had.
Now I can take that and turn it intoa blog post, A LinkedIn post hooks.
Yeah.
A bunch of different things,
and it's things that are alreadyhappening in my business.
(22:00):
Interesting. Something Iheard about a year ago,
this is kind of old hat I think,
but I heard somewhere along downthe line that don't only use AI
to create internal content, but if youuse AI to create a blog post first,
then everybody knows it's AI-generated,it's not as good. Is that true?
It can be true, but this is whythose knowledge bases are so huge.
(22:23):
On ChatGPT, you can createthese things called My GPTs.
My GBTs are GBTs that you own thatyou can create knowledge base,
you can educate these GPTs. So whatbusinesses can do is on their SOPs,
they can have GPTs on theirbusiness, they can have GPT,
so they're educated on specific things.Then when you feed it a transcript,
here's a perfect example.
We have GPT for all of our clients thatGPT is trained on everything about that
(22:46):
business. It pulls in all their reviewsso it knows all the review information.
So now when we create socialmedia content, blog content,
it's unique. It's their customers askingreal questions plus their reviews,
plus any other contentthat they've created.
It's not just the rigor mobile chatGBT that everyone else is doing.
Interesting. And so you can dothat on chat, GBT, use Delphi,
(23:06):
anything else or just those two models.
Chat GPT. You can create what'scalled a my GPT, and that's separate.
Delphi is more if you're going to builda custom avatar for yourself and you
want this large knowledge base thatyou can train on a bunch of things.
Yeah, I'm envisioning an avatar,
like a cartoonish image of Philwith his hat and his beard,
but it's more than that. It'sa chat. They can ask Phil.
(23:27):
Questions. Yeah, there'sthree parts to it.
You can have a chat feature so that waypeople can communicate back and forth
with you.
There's a call feature where people canliterally call you and it sounds like
me, or there's a video where you canset up a Zoom or something with me,
but it's my AI avatar person. Okay,well, that sounds fantastic. Yeah,
but that's the thing. So whenwe think about holistically,
there is the layer of AI video to this,
(23:49):
which is kind of what we'retalking about, this AI thing.
There's platforms like Hagen,H-E-Y-G-E-N, and Synthesia.
These are the two big ones that are AIavatar video. So you can upload a picture
of yourself and these knowledgebases and create content via video.
It sounds like this is the futurefor internal, not training,
(24:10):
but support for your internal staffright now. Instead of having paper SOPs,
you just have a Chat GPT for your team.
Right now, what people aredoing is they take their SOPs,
they train an avatar on the SOPs,
and then it's not just some boringthing that they have to read through.
They're literally watching avideo of someone explaining it,
an AI avatar of explainingit, for example. But in the next two to three years,
video ai,
(24:31):
I'm trying to get deep on that becausethat's really what it comes down to.
It's not just the fluff stuff.
Yeah, it's not just about postingvideos on website anymore.
No.
Phil,
one of the things that I promised at thebeginning of the show was that you were
going to teach us how toavoid content fatigue.
How do you coach your clientsof doing this sustainably.
For a long time? Sothere's two parts to this.
(24:51):
The first one is batching your content.So that's why I said carve out an hour,
get your hooks, pull up your phone,record those videos in an hour.
Then you have it all there.
Then there's an AI tool called Opusclips where you can upload your video
footage and it will cut it for you andput everything together for you with that
subtitles, captions, and even Broll in the back of it as well.
(25:14):
It's not perfect,
but it can get the editing piece for youthat can help streamline the process.
The number one thing thoughwould be batching the content,
because if you carve it out once a weekor once a month, even one hour a month,
you could get 10 or 15videos, two a week. I mean...
That's enough.
It's enough,
but you really have to get this processdialed in to make sure that you have
what you're going to be talking about.
I think that's a lot of the hurdlepeople have to get over is, okay,
(25:36):
I'm ready to do my content, butwhat the heck do I even say?
Yeah.
I also think that people just evensubconsciously compare themselves to the
influencers on Instagram that areproducing like six videos a day.
We're not influencers. We'rebusiness owners. Two a week is.
Fine for sure. I would saystart small and ramp up.
The big piece to this though is thatyou should be thinking of yourself as a
(25:59):
media company,
and really what it comesdown to is building trust with your customers is about
creating content. So ideally, thereshould be someone in your business.
For example,
let's say you have a customer servicerepresentative or an assistant or someone.
That person could be cutting all thehooks for you, cutting it through opus,
getting it clean and everything,
and then all you do as a business owneris hop on for one hour and do the stuff.
Yeah, yeah, yeah.
(26:19):
So it's not like you have totake on this whole burden,
but what I would encourageyou is that two is enough,
but you should build thisinto your process and see the value of it over time of
building this brand because the bestsearch on Google to be shown is not gutter
cleaning near me. It'sCharlottesville gutter pros,
and if people really care about branding,there's a free way to do branding,
(26:40):
and that is social media.
It's.
Free. All you have to dois post and build a brand.
Right. Exactly.
This makes me think of thismindset several months ago where I really wanted to
start educating our clients better.
I just felt like there was amisconception about our industry,
specifically about the guttersystem to get real specific.
And so what I did was I realized I justcouldn't really articulate what I wanted
(27:01):
to teach the client, because I feltlike if I taught the client what we do,
we'd get all the business, but Icouldn't really do it in real life.
So I actually created an animation.I hired an animation guy on Upwork,
actually.
Nice.
To create a animation video.
It's like a cartoon video that showsthe three parts, the gutter system,
the gutter, the downspout, and thedrain, and it shows very clearly.
(27:23):
It zooms in, it opens up the ground,so you can see inside the ground,
it's an animation videoand it's really compelling.
I made two so far because I really wantedto educate our clients because I felt
like if someone watchedthis specific video,
then we would win.
We get all the business becausewe're the ones explaining it to them.
We're the ones teaching them howgutter systems actually work.
(27:45):
Animation videos can be really effectivein communicating a very nuanced thing
in your business.
Yeah, I agree. When I was atthe home service business,
we created a whiteboard animation video.
Because.
It was duct cleaning, and it'slike, well, what exactly do you do?
We created a video for that so youcan see exactly what we do here.
Yeah.
And it walks you through it,
and people loved it becauseit's very easy to explain.
Even me explaining it via voice,
(28:07):
having actual pictures or someonedraw it out is much more educational.
Totally. And we have people mention thatvideo. We have people call in and say,
I watched that video, but thethree parts of the gutter system,
and I think my problem's,number two, great,
and suddenly you're off to theraces with that client. Exactly.
So there's a lot of differentways you can use video to educate,
to compel and the AI thing that we'retalking about. Absolutely. Absolutely.
(28:28):
Phil, this is great.
I'm going to break it down to three actualsteps that are listeners can do right
away, like today. Do it right now.Number one is create videos. Start today,
batch it once a month, batch it oncea week, whatever's easiest for you.
Use your iPhone. Use the selfie mode.Make 'em authentic. Make 'em real.
People much prefer that thanthis overproduced thing.
Number two is use Loom to explainyour quote, send 'em a text, say, Hey,
(28:51):
did you get this quote?I sent you a video to explain your quote.
It's about a minute long.
It says their name in thevideo so they know it's custom,
and you'll be amazed at the resultsyou get when people see that video.
You're like, oh my gosh.
And Loom tracks it so you know thatif they opened it or not, it's great.
And number three, AI is the future.
All this video content is feeding the ai,
and you can use the AI a lot ofdifferent ways, but think ai,
(29:12):
think how it's going to be used in thefuture with all this video content. Phil,
you want to touch on that one more.
Time? Yeah. Go to chat.
Bt search for your service inyour area and see if you show up.
If you don't show up, ask Chat.Bt, why didn't you show me?
Why did you show these people?
And I can tell you that these languagemodels are being trained on content,
and the number one thing you can do foryour business is give it more content to
know that you're the brandauthority in the space.
(29:34):
Well, awesome, Phil. Thanks for allthat really good stuff. I really,
really enjoyed that one.
Yeah, for sure.
Business isn't easy. You'retalking to clients every day.
You're building a business. What drives.
You every day? It's really justabout creating win-win situations.
Our team members,
helping businesses actually grow andnot just give them fluff marketing stuff
using AI technology, CRM data automations.
(29:57):
It's fun when you tie it all togetherand you can see this is literally future
proofing your business,
and it's going to help you grow in thenext three to five years and be the
number one company in yourarea. It just gets me fired up.
Yeah. Yeah. Well, I'm fired up too.
Yeah. Thanks for being here.You're crushing it and keep crushing it. Great job.
Thanks. How do peoplefind out about Phlash.
And about you?
If you want to futureproof your businessand you're worried about doing this
(30:17):
stuff on your own? Well,
you're in luck because my companyactually does this for people.
So you can go to flash consulting.com,
P-H-L-A-S-H consulting.com andclick discuss your business,
hop on a call, share best practiceswith you, help you grow your business.
Bingo.
Well, thanks for being here, Phil.Really appreciate it. Yeah, man.
And thank you for listening.
I hope you heard something today thatwill help you make more video content
today. Take action today. I'myour host, Adam Sylvester.
(30:40):
You can find me at adamsylvester.com.
Your team and your clients andyour family deserve your very best.
So go give it to 'em.
AI search is what everyone'sfreaking out about, right?
They're not going to Google. They'regoing to ChatGPT, Perplexity.
As a business,
the number one thing that you can do isfeed these platforms with content that
you're the subject matter expert.It's not just the fluff stuff.
Yeah,
it's not just about posting videos onour website anymore. [Phil] No. [Adam]
Welcome to Masters of Home Service,
(00:20):
the best podcast for home service proslike us. I'm your host, Adam Sylvester,
and I want you to crush it in business.
Today we're talking about getting noticedand how video is so important in the
customer journey. Five years ago, if youwent to a website and there's no video,
that was okay, but now it's critical.
We expect that and that meansthat your customer expects it too.
(00:44):
And so if your website doesn't havethat or your social doesn't have that,
then you might be losing business andthat isn't good. So you're thinking, oh,
Adam, I know. I know I need more video,
and I've been meaning to do that andI'm not really sure how. It's okay.
We got you covered. Today.
We're going to talk about howto do video the right way.
I have a great guest with metoday to discuss this very thing.
(01:05):
Phil Risher is the ownerof Phlash Consulting.
He's going to tell us what videos to make.
He's going to tell us how to get thosevideos in front of the eyeballs of your
customers and how toavoid content burnout.
Phil.
Thanks for being here. Yeah,man. Thanks for having me.
I'm excited to talk about this topicbecause it is very important and a lot of
people have their head in the sand andthey think social media is just a way to
(01:27):
go viral when it's actually a way tobuild your customer experience and close
more deals and get more revenue.
So true.
And today we're going to talk about howto make video for the customer journey,
and so what is the biggest thing thatyou're seeing is a hurdle for people?
Why is this hard for us?
Yeah. A lot of times peopledon't know what to talk about.
They don't want to go on a jobsite and be the technician,
(01:49):
solve the problem and be thesocial media star, whatever.
So I'm going to make it very simple.
There are four videos that you needto include in your customer journey,
and I'll give you the scriptsas well for those as well.
Great. Yeah, I mean,
I think after today I think our listenerswill be able to know what to make,
how to make it, and they're going tofeel like they got a plan to go forward.
And make it happen. Exactly.
(02:10):
I'll give you another frameworkthat we'll talk about today,
which is how to createvideos in one hour per month,
at least 10 or 15 videos for your businessand what exactly you should be saying
based off of your customer's questions.
And you and I have donethat before so I can attest.
It works. One hour is allyou need. That's right.
So what are the four videosthat we need? Alright,
so the four videos are insideof your customer journey.
The first one is after someonefills out a form on your website,
(02:33):
you want them to not only geta text message and an email,
but a video from you as a businessowner. That video is going to say, Hey,
this is Phil with Phlash Consulting.
I'm so happy that you reachedout to us for your project.
Here's what's going to happen next. Myteam's going to get this information.
We're going to give you a call.Hopefully we begin contact with you.
If we don't, we'll shootyou a text message,
but I want you to know that my name'sPhil and I'm here to make sure that
everything works great foryou. Send that video out,
(02:55):
and if you use a CRM jobor something like that,
you can set up with a Zap integrationso that way once a form comes in,
a request is created,
then do this. The next video iswhen you actually send an estimate.
This one is missed by most people becausethe estimate is one of the missing
pieces to answer customer's questions.So when you create this estimate,
(03:16):
you obviously want to have some typeof nurture sequence texts and emails,
but what you want to do is includea video, and that video is,
Hey Phil here, owner of Phlash, Isent you an estimate for your project.
Here are five things thatusually come up on this estimate.
I just want to break it down foryou. We're super transparent here.
We just want to helpyou solve your problem,
and you want that video to explain thosethings, build trust, build clarity,
(03:38):
and let them know that I'm here for them.
Okay, so let me pauseyou there for a minute.
So the first video is assoon as they submit the form,
they get a text message or an emailfrom the owner video. It's pretty short,
I'm guessing 10 or 15 seconds. No more.Just I'm so glad you reached out to us.
Our team is processing yourlead or what do you say exactly.
That? Yeah. Hey, so glad that youreached out to us. My name's Phil,
(03:59):
born and raised in this town.My kids go to this high school.
I want you to know that youreach out to the right place.
We do this service and we'regoing to serve you well.
If you ever have any issues,
contact me directly and I'llmake sure that it's resolved.
Here's what's going to happennext. My team's going to go in,
look at the pictures, theinformation that you provided,
we're going to call you.If we don't reach you,
we're going to text you and emailyou and try to get you on the phone.
That's great. Okay, cool. Awesome.
(04:21):
So then the second video goes outwith the quote or with the estimate,
and what does that say exactly?It handles the three most.
Common questions. Yeah. There's twothings that you can do in this video.
The first one is the common questionthat you get on the proposal deposits.
What happens if this doesn't happen,the ones that you get a lot of,
and then the second one is, who'snot a right fit for this service?
(04:41):
Because now you're building alot of trust by saying like, Hey,
if you are like this, this is probablynot the right service for you,
but if you are, then this isgoing to be perfect for you.
Got it. That's great.
Okay, what's the thirdvideo? Third video. Again,
people miss this one and it'sat the height of excitement.
They just approve their quotes.You're excited as a business owner,
but you need to give that excitement overto them so you have a video that goes,
(05:04):
Hey, Adam, you just signed theproposal. Thank you so much.
I'm so excited to work on yourproject. You made the right decision.
You made the right decision.Here's what to expect next.
Our team's going to order the materials.
Our customer service representative isgoing to contact you over here in the
next 36 hours. Tell them whatthey need to expect next.
Let them know they made the right decisionand that we're all in this together,
and we're going to make sure thatthis gets to the finish line success.
(05:25):
Okay. Awesome. I love that.What's the fourth one?
The fourth one is,
and these are all triggers if youhave a CRM that you can put into your
workflow. The last one is an invoice.So invoice goes out, video goes out,
video says, Hey, Phil,here, flash Consulting.
I want to thank you so much forworking with us on this project.
I want to make sure that itwas a great experience for you.
(05:46):
If it was anything short of fivestars, obviously reach out to me.
I'll take care of that.
One way that we grow our business isthrough customer referrals. In this email,
I've included a $50 voucher to givethe gift of gutter cleaning to anyone,
family, friend, neighbor,
all you have to do is forward thisemail to someone post this in a Facebook
group. That's how these homegrownlocal businesses like me grow,
(06:06):
and I'd really appreciate that.
Okay. Nitty gritty on that. Howare you getting their information?
You give them a form to fill outin that video or Say that again?
Yeah, so after the invoicegoes out, your customer,
they're going to get an emailfrom you. Normally in that video,
you're going to thank them for beingcustomer of yours, and in that email,
you're going to create a littlegraphic on Canva or just say in there,
(06:28):
we give $50 off of you or for a customer,
and you're going to tell them on thevideo, thank you for working with us.
By the way, the way that we grow ourbusinesses through customer referrals.
If you have a friend, family memberor neighbor who also needs a service,
forward this email to them, this voucherscreenshot, this posts on social media,
it will help a localbusiness like mine grow,
and it'll also probablyhelp someone out that.
I love that I can hear some ofthe chatter going on right now,
(06:52):
and the chatter might be somethinglike, man, that's a lot of videos, Phil,
or Are you exhausting your clients byjust always text? How do you handle that?
Yeah.
Great way. Great point here. So itsounds a lot, I keep saying it's Phil,
like Bro Olympian alone.
So what we recommend is have differentpeople on your team do these videos,
so when the sales go out,
whoever your sales manager is oryour customer service manager,
(07:13):
have them do the video. When It getsapproved, have your office manager,
CSR do the video. Whenthe invoice happens,
maybe the business owner comes back on,
but now you have thesepieces inside of the team.
It doesn't always have to be contactPhil, like, I got enough going on.
Contact your CSR manager, office manager,whoever that is, your head technician,
whatever it is. You might see meout on your job site. I don't know.
(07:33):
Yeah, that's smart. I like that a lot.
I imagine there's some people in yourshop or your organization that don't want
to be in video, andthere's some people who do.
You could probably just pickthe ones who really do want to.
I imagine it's even okay if some ofthese videos have technicians in them.
Absolutely. The thing with technicians,
they kind of get the raw end of the dealwhen it comes to video content because
we're on them to get reviews.We're on them to upsell service.
(07:56):
We're on them to do a great joband just make the customer happy.
Then we want them tobe social media stars.
Yeah.
And make videos. It's like, guys,come on. Relax. I can only do so much.
I'm trying my best to just makesure I get a tow with a job on time,
let alone do all this stuff.
Right, right. That makes sense. Butmaybe on a rainy day or something,
you could have a video day whereyou take some videos. Okay.
Yeah, exactly.
(08:16):
Phil, how do you record allthese? It costs a lot of money.
Have somebody use an iPhone?How do you do all this?
Yeah, so the scripts that I justgave you, take those scripts,
get them as clean as possible,
run them through ChatGPTwith your business and get them dialed in as simple as
possible. I recommend, do nothire a videographer for this.
Use your iPhone on a job site and justmake it very organic and natural for your
team. If you're going for amore high level look, yeah,
(08:38):
of course you can hire avideographer and go that route,
but don't overcomplicate this.
We literally see these videoscan be done in 20 minutes.
Just pull up your phone andsay the stuff that I just said,
and then you have the videos andyou just plug 'em into your system.
It's even okay to make it selfie, right?Have the camera facing you, right?
Yeah, do a selfie.
What we found specifically with socialmedia content is that the overproduced
stuff, they know that it's overproduced.They just want the real raw,
(08:59):
organic conversation back and forth.
Totally. 100%. So don'thire a videographer, do it all on your own. In-house.
We do it, iPhone, and that'spretty much all you need.
Just have a simple script andjust do it in 20 minutes. Be done.
Yeah.
One thing that we see a lot of peoplefall into the trap is that it can be a
little mundane, and there's not asexcitement like you hear when I say it,
(09:20):
I'm pretty excited about it, soexcited. Oh, it sounds great.
So try to get excited aboutwhat you're talking about.
This is your business and you'rereaching out to your customer.
Imagine you're talking to yourcustomer right now, how you would be.
That's the interaction andengagement that you need to feel.
A tip that I heard from MarcusSheridan was the key to video is never
stop talking just because you'relike, oh, I can't do camera.
(09:40):
I'm not good on camera.Never stop talking. Just talk, talk, talk, talk, talk,
talk. Just never stop. Never stop.Just talk, talk, talk, talk, talk,
and then cut it down. And if you don'thave to do it in one shot, you can,
but if you really feel uncomfortable,but you're really committed this,
cut it up. No one cares.
Yeah, exactly.
The other big issue that a lot of peoplefall into that they talk about on these
scripts is, well, I don't knowwhat my customer problems are,
(10:02):
or what is my customer actually saying?
Are they saying guttercleaning or gutter cleaners?
They're trying to figure out theverbiage that their customers are asking,
and there's a way that peoplecan use AI for this very thing,
and we usually recommend,
if you don't know what your customersare saying or the problems that they have
with your proposals, you'renot doing them or whatever.
If you're using call recording numbers,those call recordings have transcripts.
(10:25):
Those transcripts, you can plug thosetranscripts specifically into chat, bt,
and now you have all yourhooks, your talking points,
all the problems thatyour customers are saying,
and now you can createcontent off of that.
That's a great idea. I love that.So we've got the four videos,
and those are what I wouldconsider like an onboarding.
You go from new lead to invoiceand you would do those four videos
(10:48):
before you do anything on a websiteor anything on social media.
Those are the first four that weshould do. You think those are the.
Quickest, literally 20 minutes. Youcan get those on there quickest. Yeah.
Makes sense, right?
If we're going to talk about creatingvideo content for your business,
but those four videos youcan make them right now,
plug them into your customer journeyand close more deals quickly.
Yeah,
I totally agree that one initial videowhen someone submits a form is so
(11:11):
important. When I started doing that,
I couldn't believe the amount ofleads that we retained just because
they got an instant textand it had a video attached.
It makes a huge difference.
And I guarantee if they reachout to five or 10 businesses,
maybe one of them does that, you'regoing to stand out instantly as, wow,
this company really gets it,
and they care about their customerexperience through this process.
(11:31):
What other videos should we have on ourwebsite, social media, any other ideas?
We get this four done. What else?
Yeah, so back to what is yourcustomer actually asking, right?
You mentioned Market Sheridan, theyask you answer. He has a new book,
endless Customers,
and it's all about what is your customersaying and how can you be the subject
matter expert and helpsolve that problem for them?
So a very simple way is if you have callrecording numbers, tracking numbers,
(11:52):
you take the transcripts,
you figure out all the issuesthat these people are having,
and you literally tell Chad,he turn this into hooks.
If you don't have all this,
if you're doing the sales calls or theservice calls and answering the phone,
take out your phone, turn onvoice memos and click play record.
Now you have all of your stuffright there. Take your transcript,
(12:13):
plug it into at GBT,get all the same stuff.
Now you have exactly what you shouldbe talking about on social media,
on your website inside of this customerjourney funnel. It's right there.
So there's no.
Issues, and so then each videoturns into one mini q and a.
Hey, are your gutters overflowing? Thisis why. This is what we do with that.
Are your ducks clogged?Is your HVAC broken?
(12:34):
These are the threemain reasons your hvac,
and so the videos justbecome very informative.
But they're short. Exactly.
So I mentioned at the top of how can Itake what my customers are saying and do
videos in one hour, 10 to 15 minutes?
So what you do is youget those transcripts,
you get the frequently askedquestions, hooks, whatever,
and then there's a three-partframework to creating content.
The first part is a hook, whichis the first five seconds.
(12:57):
You want to say something like,
here's why your HVAC willprobably go out this summer,
or Here's why your gutters might falloff of your roof after a rainstorm.
Whatever that hook is, that's goingto stop people and say, oh my gosh.
The second piece of this specificallywith home service, this is very important,
is you want to solve, notsell, solve, not sell.
A lot of times as business owners, weget into the cell mentality of, well,
(13:19):
your gutters are going to fall off.
That's why you need toget your gutters clean.
You start going down this whole rabbithole. You want to solve their problem.
Here's why this may happen to youand things that you need to look for.
You're not the hero in thissituation. They are the hero.
You're just the guide explainingwhy this could happen to them.
So solve not sell. Usually that'sabout 30 seconds, 45 seconds,
and then the last piece isagitate, call to action,
(13:42):
agitate call to action. Theagitate would sound like this.
If you don't want your gutters to fallat your house after the next rain,
that's to agitate. Then send us a message.
We have technicians that are going tobe in your area in the next 24 hours.
We can have 'em stop by anddo a free inspection for you,
whatever that sounds like, message,go to our website, whatever.
But that's the framework.
The beauty of it is you get the customerquestions real from your phone calls or
(14:06):
from the voice memos. You create thecontent that everyone's asking already,
and now you have contentthat is going to convert.
It's the real issues that they're having.
Phil,
I'm going to pause for a minute and talkabout Jobber and how it relates to all
this stuff.
So earlier you mentioned this fourvideos right after you get the quote,
the lead and then the quote and theform and the invoice and all that.
How does Jobber help you connectand make those automations happen?
(14:29):
Jobber has Zapier integrations,
and what that allows you todo is in those four points,
a new request comes in an estimate'screated estimate approved invoice.
Each one of those is a Zap,
so it allows you to then go and doother things when those actions happen,
and Jobber makes that availableto the people that use Jobber.
Gotcha. Okay,
so Jobber makes it easy to connect otherapps and use it and do follow-up and
(14:50):
that kind of stuff.
Exactly.
Yeah, a hundred percent. Listen,if you're not using Jobber,
you need to go to Jobber.com/podcast deal,
get an exclusive discount and startusing Jobber to automate and grow your
business. Since I've started thevideo thing about six months ago,
we have clients mentioned the videos.It's like, oh, these are working,
and it makes you feel better aboutthe time you spent doing the videos.
(15:12):
Yeah. Well,
I want to take this a step deeper on thisbecause this is very superficial with
videos. I want people tothink about AI search.
AI search is what everyone's freakingout about. They're not going to Google,
they're going to ChatGPT,Perplexity, Google AI mode,
these large language model LLMs, AI,
what are they built oncontent as a business,
(15:33):
the number one thing that you can do isfeed these platforms with content that
you're the subject matter expert.
If you go to these platformsand do a search in your area,
gutter cleaning near me, it'sgoing to give you the results.
It might say your business,it might not ask it.
How did you get these results? It's goingto tell you how it got to the results.
Then you say, why didn't you showmy business? It's going to say,
(15:54):
why didn't I show your business?
One of the reasons that it's going tosay how they came up with these results,
well, it's going to say reviews,
all the normal SEO stuff thatyou're going to do reviews,
but one of them it's going tosay is brand and authority,
and the way that you build brand andauthority is by creating content as a
subject matter expert that feedsinto these language models,
and that's the piece that peopledon't get. They think, oh,
(16:16):
I'm just going to create this contentand get business from it. Hopefully,
great. They might see it,
but in two to three years when everythingchanges to AI search and you're behind
the eight ball, you'regoing to get crushed,
and there's a big land grab rightnow for competitors because you have
competitors in your market that havethousands of Google reviews and you're
like, how do I do this? The land grab is,it's about to switch. Reviews are not,
(16:36):
they're going to be important,
but there's a whole nother sidethat's going to be important as well.
Interesting. I'll be darn. Okay.Let's switch gears a little bit.
You and I have talked aboutusing Loom videos to promote your
quotes, mostly your quotes and stuff.
Let's talk about Loom andhow you integrate it into your client's businesses.
Yeah, so that video that I mentioned,when you send an estimate over that says,
Hey, here's the questions,blah, blah, blah.
(16:59):
Every single businessshould be doing this.
Your salespeople should record a Loomvideo of the proposal that you're about to
send to this customer, especiallyif it's over a thousand, $5,000,
and explain what's on thatproposal because they're going to have questions and
they're going to want the walkthrough,and you just built this thing.
Take an extra three to five minutes andrecord this stuff And explain exactly
what it is. So what does that sound like?You get Loom, it's 10 bucks a month,
(17:20):
LOOM.
Then you open up the proposal that youjust built and you go through and you
say, Hey, Adam justsent you this proposal.
I want to send over a quick videoexplaining all of this stuff. Remember,
I was at your house, I talked aboutthese gutters and these gutters,
and here's what I put in thisproposal here, right here.
This could go up or down, butI think this is a good number,
and you're walking them through this.
Totally.
People do not do this,
and it blows my mind because there's somuch opportunity to use Loom inside of
(17:42):
their sales process, and it's crazy.
Yeah, I did this not too longago. We went through a dry spell.
We needed more business to be frank,and so as the owner, I started doing it.
What I would do is I would pull upGoogle Slides and I would, on the slide,
I would type in, hi John, andthen a picture of that was it,
hi John. And then beforewhen I was filming it,
(18:05):
I would start with that full screen.So the thumbnail was, hi, John, right?
With a little GIF.
Yeah, it's waving, huh? Likethis real, oh, like that.
So then I would email thatto people, and with Loom,
you can actually see peopleif they open it or not.
I wasn't really making much progresswith it. I sent 20 Loom videos.
I didn't really get anyresponse, so I texted somebody,
(18:26):
they approved their quote 10 minuteslater. Exactly. It was like six grand.
So I was like, oh, wellnow I'm a believer of this,
and that slide is so importantbecause it's not generic.
They know it's for them, and itwas always less than a minute.
This is your quote that John gave you.Lemme explain it to you real quick.
If you want to approve it, click thegreen button. Thanks. See you, bye. Yeah,
and it.
Works so good, so goodwith the rehashing process.
(18:47):
A lot of times they just callpeople and they don't answer, Hey,
just checking in on your estimate.
If you text them a Loomlike what you're saying,
and the GIF is going to show up on theirphone with their name on it and you
waving like this, that's prettycompelling. That's pretty.
Compelling. That's pretty good. I'm also,
this kind of gets awayfrom video for a minute,
but I'm also just surprised at how manytimes people have not gotten our quote.
(19:08):
We've sent automated reminders,we've sent 'em emails,
we some texts we've called, and thenpeople still say, oh no, I never got it.
How did you ever get it? Whatdo you mean you didn't get it?
And whether that's true or not, whatthey're saying is, I haven't seen it.
That's right. I haven't received it'sright. And so even just texting 'em,
but then sending them aLoom video in that same.
Text is even better.
Let me give you the flywheel of contenton this because this is the part that
(19:29):
people get stuck in, which is the videopiece takes a long time and all this.
Alright, so the Loom that youjust made for this person,
imagine if you took the transcript fromthat Loom and turned it into a blog post
and a social media content piece.Same thing with all of your shorts,
the reels that you're creatingnow you have unlimited content,
same with all of your calls.You have unlimited content.
(19:50):
If you open up the scale, you havethese transcripts of all this content.
I'm telling you down the line,
I literally have an AI avatar of myselfthat's going on my website that people
can ask questions to.
Every single business owner wants thisfor their website and in their sales
process,
but if you don't have the contact andtranscripts to put into this knowledge
base, you're going to be behind the eightball. And that's why I've been pushing
(20:11):
social media so hard,
but people think of it so muchof the superficial stuff of like,
because as HomeStars business,we're programmed to think, oh, I make this video,
I got 10 leads from it,it's a success. Yay.
But there's so much more nuance to itnow than just creating content to be
shown and you can't attributeit. Someone might see your video,
then go to Google and search yourname, and when they search your name,
(20:33):
they go to Google his profile.
It doesn't go from the videothat they've been seeing.
Phil, yeah, stop for a minutehere. You're going too fast. Okay,
we've got to slow down. Thisis very intriguing to me,
but I want to make sure that I understandit. So let's talk about the avatar.
I think if you talk about the avatarthat you're creating of your own self on
your website, that mighthelp us all understand more.
(20:54):
How are you doing that exactly?You're downloading transcripts,
we get that you download anytranscript and then put it into where.
Are you putting it? Yeah, so there'sa tool called Delphi, DLP ai,
and what you do is you sync upyour YouTube channel, LinkedIn,
Google Drive folders, whateverother platforms that you want,
and you can set it up as an RSS feed,
which means that it will constantly feedit more knowledge anytime you post on
(21:18):
it. So as business owners,
that's very valuable becausethat can help your team not reach
out to you all the time, ask anyquestion. It can help your customers.
It can help you create contentideas. This is where it's getting to,
but the problem is you needthe content to feed it.
Yeah. Are you saying thatif you make a Loom video,
(21:39):
you can always just downloadthe transcript of that video?
I've never done that before.
Yes.
Okay, interesting.
In my company,
I'll record a Loom video and send itto a prospect that will explain exactly
what we did, but it'll also answerreal questions that they probably had.
Now I can take that and turn it intoa blog post, A LinkedIn post hooks.
Yeah.
A bunch of different things,
and it's things that are alreadyhappening in my business.
(22:00):
Interesting. Something Iheard about a year ago,
this is kind of old hat I think,
but I heard somewhere along downthe line that don't only use AI
to create internal content, but if youuse AI to create a blog post first,
then everybody knows it's AI-generated,it's not as good. Is that true?
It can be true, but this is whythose knowledge bases are so huge.
(22:23):
On ChatGPT, you can createthese things called My GPTs.
My GBTs are GBTs that you own thatyou can create knowledge base,
you can educate these GPTs. So whatbusinesses can do is on their SOPs,
they can have GPTs on theirbusiness, they can have GPT,
so they're educated on specific things.Then when you feed it a transcript,
here's a perfect example.
We have GPT for all of our clients thatGPT is trained on everything about that
(22:46):
business. It pulls in all their reviewsso it knows all the review information.
So now when we create socialmedia content, blog content,
it's unique. It's their customers askingreal questions plus their reviews,
plus any other contentthat they've created.
It's not just the rigor mobile chatGBT that everyone else is doing.
Interesting. And so you can dothat on chat, GBT, use Delphi,
(23:06):
anything else or just those two models.
Chat GPT. You can create what'scalled a my GPT, and that's separate.
Delphi is more if you're going to builda custom avatar for yourself and you
want this large knowledge base thatyou can train on a bunch of things.
Yeah, I'm envisioning an avatar,
like a cartoonish image of Philwith his hat and his beard,
but it's more than that. It'sa chat. They can ask Phil.
(23:27):
Questions. Yeah, there'sthree parts to it.
You can have a chat feature so that waypeople can communicate back and forth
with you.
There's a call feature where people canliterally call you and it sounds like
me, or there's a video where you canset up a Zoom or something with me,
but it's my AI avatar person. Okay,well, that sounds fantastic. Yeah,
but that's the thing. So whenwe think about holistically,
there is the layer of AI video to this,
(23:49):
which is kind of what we'retalking about, this AI thing.
There's platforms like Hagen,H-E-Y-G-E-N, and Synthesia.
These are the two big ones that are AIavatar video. So you can upload a picture
of yourself and these knowledgebases and create content via video.
It sounds like this is the futurefor internal, not training,
(24:10):
but support for your internal staffright now. Instead of having paper SOPs,
you just have a Chat GPT for your team.
Right now, what people aredoing is they take their SOPs,
they train an avatar on the SOPs,
and then it's not just some boringthing that they have to read through.
They're literally watching avideo of someone explaining it,
an AI avatar of explainingit, for example. But in the next two to three years,
video ai,
(24:31):
I'm trying to get deep on that becausethat's really what it comes down to.
It's not just the fluff stuff.
Yeah, it's not just about postingvideos on website anymore.
No.
Phil,
one of the things that I promised at thebeginning of the show was that you were
going to teach us how toavoid content fatigue.
How do you coach your clientsof doing this sustainably.
For a long time? Sothere's two parts to this.
(24:51):
The first one is batching your content.So that's why I said carve out an hour,
get your hooks, pull up your phone,record those videos in an hour.
Then you have it all there.
Then there's an AI tool called Opusclips where you can upload your video
footage and it will cut it for you andput everything together for you with that
subtitles, captions, and even Broll in the back of it as well.
(25:14):
It's not perfect,
but it can get the editing piece for youthat can help streamline the process.
The number one thing thoughwould be batching the content,
because if you carve it out once a weekor once a month, even one hour a month,
you could get 10 or 15videos, two a week. I mean...
That's enough.
It's enough,
but you really have to get this processdialed in to make sure that you have
what you're going to be talking about.
I think that's a lot of the hurdlepeople have to get over is, okay,
(25:36):
I'm ready to do my content, butwhat the heck do I even say?
Yeah.
I also think that people just evensubconsciously compare themselves to the
influencers on Instagram that areproducing like six videos a day.
We're not influencers. We'rebusiness owners. Two a week is.
Fine for sure. I would saystart small and ramp up.
The big piece to this though is thatyou should be thinking of yourself as a
(25:59):
media company,
and really what it comesdown to is building trust with your customers is about
creating content. So ideally, thereshould be someone in your business.
For example,
let's say you have a customer servicerepresentative or an assistant or someone.
That person could be cutting all thehooks for you, cutting it through opus,
getting it clean and everything,
and then all you do as a business owneris hop on for one hour and do the stuff.
Yeah, yeah, yeah.
(26:19):
So it's not like you have totake on this whole burden,
but what I would encourageyou is that two is enough,
but you should build thisinto your process and see the value of it over time of
building this brand because the bestsearch on Google to be shown is not gutter
cleaning near me. It'sCharlottesville gutter pros,
and if people really care about branding,there's a free way to do branding,
(26:40):
and that is social media.
It's.
Free. All you have to dois post and build a brand.
Right. Exactly.
This makes me think of thismindset several months ago where I really wanted to
start educating our clients better.
I just felt like there was amisconception about our industry,
specifically about the guttersystem to get real specific.
And so what I did was I realized I justcouldn't really articulate what I wanted
(27:01):
to teach the client, because I feltlike if I taught the client what we do,
we'd get all the business, but Icouldn't really do it in real life.
So I actually created an animation.I hired an animation guy on Upwork,
actually.
Nice.
To create a animation video.
It's like a cartoon video that showsthe three parts, the gutter system,
the gutter, the downspout, and thedrain, and it shows very clearly.
(27:23):
It zooms in, it opens up the ground,so you can see inside the ground,
it's an animation videoand it's really compelling.
I made two so far because I really wantedto educate our clients because I felt
like if someone watchedthis specific video,
then we would win.
We get all the business becausewe're the ones explaining it to them.
We're the ones teaching them howgutter systems actually work.
(27:45):
Animation videos can be really effectivein communicating a very nuanced thing
in your business.
Yeah, I agree. When I was atthe home service business,
we created a whiteboard animation video.
Because.
It was duct cleaning, and it'slike, well, what exactly do you do?
We created a video for that so youcan see exactly what we do here.
Yeah.
And it walks you through it,
and people loved it becauseit's very easy to explain.
Even me explaining it via voice,
(28:07):
having actual pictures or someonedraw it out is much more educational.
Totally. And we have people mention thatvideo. We have people call in and say,
I watched that video, but thethree parts of the gutter system,
and I think my problem's,number two, great,
and suddenly you're off to theraces with that client. Exactly.
So there's a lot of differentways you can use video to educate,
to compel and the AI thing that we'retalking about. Absolutely. Absolutely.
(28:28):
Phil, this is great.
I'm going to break it down to three actualsteps that are listeners can do right
away, like today. Do it right now.Number one is create videos. Start today,
batch it once a month, batch it oncea week, whatever's easiest for you.
Use your iPhone. Use the selfie mode.Make 'em authentic. Make 'em real.
People much prefer that thanthis overproduced thing.
Number two is use Loom to explainyour quote, send 'em a text, say, Hey,
(28:51):
did you get this quote?I sent you a video to explain your quote.
It's about a minute long.
It says their name in thevideo so they know it's custom,
and you'll be amazed at the resultsyou get when people see that video.
You're like, oh my gosh.
And Loom tracks it so you know thatif they opened it or not, it's great.
And number three, AI is the future.
All this video content is feeding the ai,
and you can use the AI a lot ofdifferent ways, but think ai,
(29:12):
think how it's going to be used in thefuture with all this video content. Phil,
you want to touch on that one more.
Time? Yeah. Go to chat.
Bt search for your service inyour area and see if you show up.
If you don't show up, ask Chat.Bt, why didn't you show me?
Why did you show these people?
And I can tell you that these languagemodels are being trained on content,
and the number one thing you can do foryour business is give it more content to
know that you're the brandauthority in the space.
(29:34):
Well, awesome, Phil. Thanks for allthat really good stuff. I really,
really enjoyed that one.
Yeah, for sure.
Business isn't easy. You'retalking to clients every day.
You're building a business. What drives.
You every day? It's really justabout creating win-win situations.
Our team members,
helping businesses actually grow andnot just give them fluff marketing stuff
using AI technology, CRM data automations.
(29:57):
It's fun when you tie it all togetherand you can see this is literally future
proofing your business,
and it's going to help you grow in thenext three to five years and be the
number one company in yourarea. It just gets me fired up.
Yeah. Yeah. Well, I'm fired up too.
Yeah. Thanks for being here.You're crushing it and keep crushing it. Great job.
Thanks. How do peoplefind out about Phlash.
And about you?
If you want to futureproof your businessand you're worried about doing this
(30:17):
stuff on your own? Well,
you're in luck because my companyactually does this for people.
So you can go to flash consulting.com,
P-H-L-A-S-H consulting.com andclick discuss your business,
hop on a call, share best practiceswith you, help you grow your business.
Bingo.
Well, thanks for being here, Phil.Really appreciate it. Yeah, man.
And thank you for listening.
I hope you heard something today thatwill help you make more video content
today. Take action today. I'myour host, Adam Sylvester.
(30:40):
You can find me at adamsylvester.com.
Your team and your clients andyour family deserve your very best.
So go give it to 'em.
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