To be a thought leader, you need to approach your company and your position with a different perspective than ever before.
Media 7: Maury, your journey is quite fascinating, blending storytelling, marketing, and technology. Could you share a bit about your unique approach to increasing sales through stories and video, and how it has impacted the brands and businesses you've worked with?
Maury Rogow: Absolutely. I'll begin with the results. The reason is that back in the day when I worked for a company in the software-as-a-service industry, which was referred to as Cloud Computing at the time, our presentations used to run for an hour to an hour and a half. We delved extensively into technologies, interconnections, and connectivity. However, I came to realize that people weren't particularly interested in all of that or the company's historical background. What truly mattered to them were the results. Plain and simple. They wanted to know, "What's interesting?" So, about 15 to 20 years ago, I condensed a 40-minute presentation into a concise two-minute story. The leader of the sales team at the time was impressed and suggested adopting this approach company-wide. I agreed, "Sure, absolutely."
I'm glad you liked it, and it kept happening repeatedly. That got me thinking that I might be onto something valuable. The results that followed were remarkable. Fast forward several years from my departure at that company, where we eventually sold it to Cisco Systems. After leaving, I ventured into Hollywood, focusing on perfecting the art of storytelling. I tried my hand at stand-up comedy, wrote scripts for films and commercials, and eventually launched my own production company. I worked on various film projects, including collaborating with the producer of the Dark Knight on the Batman films, and I even produced my own movies. As I mentioned, it takes years to tell stories in the film industry, and you typically have only one story to tell.
I found that getting things done more quickly was appealing. So, I thought about going back to the technology companies that had been my clients in the past and informing them about my current endeavors. This turned out to be a smart move. With the rise of high-speed internet, video content became more prevalent online. Suddenly, we found ourselves in a position to extract what truly set these companies apart from their competitors, which was what needed to be conveyed to the world. Most of the time, these companies were competing without effectively distinguishing themselves from their competitors. Consequently, customers often made purchasing decisions based on the lowest price or the biggest brand in the market.
I proposed the idea of identifying what makes each company unique and special, crafting those aspects into compelling stories, and then sharing them with the world. The objective was to drive higher sales and enhance profitability. We began implementing this approach in various media formats, including video, written content, and even in their pitch presentations, PowerPoint materials, and other visual or spoken media used in their online presence.
M7: Rip Media Group has been voted the number one animation company in America. What do you believe sets your company apart and has contributed to this recognition?
MR: Thank you for your question. I'm truly honored to have been voted as one of the best animation companies in America. The key differentiator lies in my approach to hiring. I exclusively bring on board individuals who meet what I refer to as the "OGP" standard, which stands for 'Only Good People'. These are not only skilled professionals I'd like to work with but also individuals I genuinely want to engage with. They are the kind of people my clients also want to interact with. In the vast pool of talent out there, you may find incredibly skilled individuals, but they might not necessarily be great to work with. They could be demanding or challenging in various ways, affecting both client relationships and the overall work environment.
Both on the client side and in the hiring process, I prioritize being surrounded by individuals who share a true passion for animation and storytelling. This aspect has made a significant difference in our day-to-day operations. Working alongside people I genuinely like, who, in turn, enjoy working with their colleagues, has a positive impact on the experience of both the team and our clients. The second aspect of this strategy is the emphasis on passion. I only bring in individuals who are genuinely passionate about the work. We're not looking for people who are just here to make money or to pursue their own agendas. Those individuals tend to fizzle out after six to twelve months. Instead, we seek individuals who love what we're doing, believe in our vision, and are eager to contribute. This approach has had a substantial impact. Many of the people we've brought in have been with us for years, and as we expand, we continue to attract new talent.
While it might take longer to hire the right people, the results are worth it because they tend to stay with us for a significant duration. This approach to hiring has created a very positive and stable work environment, and I believe it's the people who make the difference.
M7: In the contemporary market scenario, what strategies do you think are effective for organizations aiming to position themselves as thought leaders?
MR: To be a thought leader, you need to approach your company and your position with a different perspective than ever before. Right now, you should start considering that your company essentially functions as a media company, regardless of whether you are watching or reading this.
You are essentially working for a media company, whether you embrace that idea or not. This is significant because the way people currently consume information has evolved. It's no longer about sifting through lengthy 30-page whitepapers, as it might have been five or ten years ago. People now have very limited time and are inundated with a staggering 70,000 pieces of information every single day. To truly stand out, you need to do something that disrupts the usual patterns, something that makes people pause their scrolling or engage with your content. The most effective way to achieve this is by telling a compelling story, having a captivating hook, and drawing people into the narrative, leading them to embrace your brand. This is why, certain companies are achieving remarkable success. They leverage media exceptionally well, whether it's for elections, sales, hiring, or any other aspect. If you have the best story to tell, you'll outperform others in today's world.
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Using data and analytics to shape your messaging, stories, and advertisements isn't just important – it's absolutely necessary.
M7: Whiteboard animation videos have gained significant popularity over time. How do you perceive them as a valuable tool for conveying intricate concepts and elevating audience engagement?
MR: There are several reasons why animation is more effective than many other forms of media. I believe that animation has the power to evoke childhood memories, which often come with a lowered barrier. When we watch animation, it tends to remind us of our carefree, open-minded moments from our youth. In contrast, when we watch live actors or celebrities on TV, we may have preconceived opinions about them, based on our personal experiences. For instance, we might unconsciously associate someone on screen with a person who may have caused us trouble in the past, creating a bias, positive or negative. This is because live action feels more real and personal.
Animation, on the other hand, has the unique ability to disarm our inner critic and transport us back to a time when we were open to enjoying a story without judgment. We recapture the whimsical joy we experienced as kids while watching animations like the Road Runner or Bugs Bunny. Animation has a way of lowering these barriers.
What's truly remarkable about animation, in many cases (though not all), is its limitless potential. It allows you to create virtually anything you can imagine. For instance, if you needed to film a scene featuring a view from the top of a building with a zoom through a city, in the past, you'd have to go through the complex process of securing permits, insurance, helicopters, and cameras, incurring costs that could easily reach hundreds of thousands of dollars. In contrast, with animation, you can bring such scenes to life at a fraction of the cost. This offers new, more efficient ways of storytelling that are both creative and cost-effective.
M7: Conversion funnels are integral to marketing objectives. Can you share some best practices for designing effective conversion funnels that guide potential customers through the buying journey?
MR: Absolutely. I employ an acronym that I refer to as 'Epic,' which is about the Epic Story Structure. 'EPIC' illustrates a process, where 'E' stands for empathy, 'P' is pointing out a problem, 'I' highlights the impact of a solution, and 'C' signifies the call to action. So, when you're focused on creating a marketing funnel, your goal is to guide people through it quickly and with enthusiasm. Several significant shifts have taken place. Firstly, customers are no longer as inclined to engage with live customer service representatives or salespeople as they were 10 to 20 years ago. The conventional practice of picking up the phone to seek assistance has dwindled. People today lack the time and inclination for such interactions. Simultaneously, buyers now expect a higher degree of personalization and greater value. These expectations seem contradictory. To cater to both needs, you must provide them with valuable information.
To create value for individuals who are browsing your website and exploring as potential prospects, it's essential to address the fact that they may not be aware of the problem they have or the potential improvements they can make in their lives or work. You need to approach this with empathy. The key is to determine the very next step you want people to take. Most CEOs I've spoken with emphasize the need to lay out a clear path, a kind of breadcrumb trail, within the funnel. The first step might involve capturing their email address, while subsequent steps could include encouraging them to open the next email. This Epic Story Structure is applied at each stage of the funnel. For instance, when visitors arrive at a landing page, they might sign up for something valuable, such as exclusive access to free resources or software trials. This, in turn, moves them along the journey, securing incremental commitments and building trust and value over time, ultimately leading to conversions. To optimize your sales funnel, it's essential to segment it by problems or products, aligning it with the Epic Story Structure. This structured approach can be found in my book and in my LinkedIn posts for various customer types. It's how you guide people through the process.
M7: How do you approach the creation of corporate videos to ensure they resonate with the target audience and align with a company's mission?
MR: When working with a company, every piece of content, whether it's intended for public or private release within their organization, must adhere to specific essential criteria.
One crucial factor is understanding the target audience. It's not a broad, global audience; there's a very specific segment that we're tailoring our messages to. To effectively communicate, we need to comprehend the ideal customer profile, understand the audience, and be well-versed in their challenges and pain points, as I mentioned earlier. We then construct stories aimed at addressing these issues. Additionally, we must consider the brand's identity, including their brand guidelines and their unique voice. Some companies are more flexible and can take risks, while others, especially in the biotech sector, operate under strict regulations, as government entities monitor their communications. Therefore, the brand's voice is a critical consideration as we craft stories and messages for their intended audiences.
If, for instance, we're discussing big data, the wealth of available information grows in proportion to the size of the company.
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Effective content syndication is one of the fundamental strategies for achieving growth and establishing true leadership.
M7: Effective advertising often hinges on understanding consumer behavior. How does your team leverage behavioral insights to craft advertising campaigns that resonate with target audiences and drive desired actions?
MR: Utilizing data to its fullest extent is exceptionally valuable. The more data you have, the better your ability to make informed decisions, refine your messaging, and effectively target your audience. Additionally, data-driven strategies enable you to create, or at least effectively showcase, your products to boost sales. Therefore, using data and analytics to shape your messaging, stories, and advertisements isn't just important – it's absolutely necessary. Without this approach, you risk wasting a significant amount of time and money.
On the flip side, some companies, especially smaller or newly established ones, may not have accumulated their own dataset. However, data is readily available for similar companies, and accessing this information is an option.
M7: As someone deeply involved in content creation, do you think effective content syndication can enhance brand awareness? How do you think companies can strategize content syndication efforts to become leaders in their space?
MR: One of the primary methods for companies to achieve growth and establish leadership in their respective industries is through content syndication. Expecting customers to visit a single platform where all your content resides is a significant demand. The reality is that people consume content at various places. Some prefer specific social media networks, while others frequent blog sites or search for news on different platforms. To become a successful and growing brand, it's essential to understand where your target audience spends their time. You need to ensure your content is available in those places, creating multiple pathways that lead back to your core content. In my view, effective content syndication is one of the fundamental strategies for achieving growth and establishing true leadership in your industry.
M7: In a world where attention spans are limited, what approaches do you think are effective towards tailoring any kind of content?
MR: Tailoring content is crucial in today's landscape, given that attention spans are currently at their shortest in history. In fact, a goldfish now boasts a longer attention span than the average person in the industrialized world. Therefore, it's of utmost importance to get straight to the point and do so swiftly. The initial eight seconds of a video, the headline, and the hook lines of your articles and ads have never been more critical to capturing people's attention.
To maintain engagement, you must repeat this cycle. Every 10 seconds in your video or content, and in each paragraph, you should provide something that piques curiosity and prompts questions like, "What happens next? What will I learn? How does this benefit me?" It's remarkable just how brief our attention spans have become, and we experience this firsthand as we navigate through the vast expanse of the internet. When it comes to our own emails, we tend to scan and delete, aiming to distill them to the most essential elements, or else we'd be overwhelmed. This is precisely why tailoring content for maximum impact is critical.
M7: Finally, as someone who has guided Rip Media Group to its current position, what legacy would you like to leave for the company and the industry as a whole in the realm of animation, marketing, and video production?
MR: I consider myself an excellent storyteller, and my mission is to assist people in selling more effectively. This, in turn, benefits both individuals and the companies they represent. Our focus is on helping these companies improve their sales by telling more compelling stories. The outcome of this endeavor is increased income for the individuals, leading to better lives for their families. This encompasses enhanced financial security, improved life structure, and better educational opportunities for their children. In the society we inhabit, income is essential for survival. Thus, being able to contribute to a company's success is tremendously gratifying.
On the other side of this equation, there's the satisfaction of enabling the people who work with us to pursue their passions and help companies thrive by doing what they love. This, to me, is a remarkable and fulfilling aspect of our work.