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The first obstacle you need to eliminate? Who to talk to.
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Hello Reader, When everything is stalling, what is the first step to get back on track? There are people in your corner who know exactly why you are so good at what you do, and how to convey it to your next prospect. Your best clients. But, who are they? The hurdle isn’t the conversation. The hurdle is the selection. Most founders default to the "slam dunk" happy client because they are easy to reach. But the path of least resistance usually leads to generic compliments - not the strategic intelligence you need to move the needle. Below, Don masterfully explains the exact bridge a prospect needs to cross before they feel safe signing a contract. He captures the core reason why strategic discovery is about appealing to emotion and finding logic, not just collecting compliments. Often the clients who were the hardest to close hold the map that turns a prospect into a buyer. Bonus Insight: The Intelligence GapThe biggest mistake founders and marketers make in client research is looking for "what went right." But you should be looking for the friction. Researching "what went right" tells you how to keep a client happy. Researching "what almost went wrong" tells you how to close a new one. If you only talk to the happiest clients from day one, you are missing the data on how to convert the skeptics who are currently stalling in your pipeline. The Extraordinary Client WorkshopFinding the "Who" shouldn't be a guessing game. I’m hosting a 30-minute tactical session to help you identify the highest-leverage relationships in your portfolio. We’ll use a specific mathematical framework to score your current clients so you can stop guessing and start talking to the people who hold your most impactful stories. Registration for the Extraordinary Client Workshop is now open. You can claim your spot here: https://extra.vidwheel.com/ Stop collecting compliments. Start extracting insights that convert. - Neil |
Strategic video that speaks your client’s language
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Hi Reader, We like to think we know exactly why our clients hire us. We usually tell ourselves it is because of our high-level strategy, our unique insights, or the final creative asset. Whatever we deem the most important. Or, if you are like me, whatever you worked hardest on. And we lean hard into those things in our marketing and sales process. But what if you are wrong? When you actually interview your best clients, you will likely find a disconnect between what you think makes you...
Hello Reader, Politeness is a baseline for a good business relationship. There is no disputing that. However, when it comes to gathering the intelligence you need to close new deals or strike a chord in your marketing, that same politeness can actually hold you back. I will tie this back to client testimonials. Your clients like you and they want to be supportive. So, when you ask them questions about your business performance, they focus on positive outcomes because that is what they think a...
Hello Reader, We’ve flipped the script. For many B2B companies video production with clients can be a logistical nightmare. It’s a grind for you and your team that distracts from the real goal: growing your business. And worst of all? After all that headache, the content might not even convert.The truth is, you don’t need another "creative project." You need the data that actually closes deals.The good news is that your clients already know what works. You just have to talk to them. Try it on...