How to Deliver Massive Value with Video Messages
Micah Shilanski, CFP®, shares how embracing technology has upped his communications game. However, there are a few rules you should follow.
4.5 min read
Setting up ring lights and posing for videos aren’t just for the Insta-famous or TikTok influencers—BombBombs are the next big trend your clients will absolutely love!
Before you roll your eyes, thinking I’ve completely lost it—I’m entirely serious.
These messages are so effective in client communications that I feel as if I’m cheating.
Unlike social media trends, these videos aren’t shared for reposts and likes. Instead, we’re using video messages as another way to engage with clients. Sending these personalized video messages can be a fantastic way to up your client communication game.
BombBombs or Loom videos allow you to cultivate relationships with your clients in ways that boring old mail cannot—all while sharing pertinent information in a slightly more entertaining fashion.
Interested in using BombBombs or Loom videos in your practice? Here are a few things to consider before you get started.
When to use video messages
Video messages are a fantastic way to reach out to clients—and my team—so I employ BombBombs in a variety of ways:
- For firm-wide communications
- When responding to client email questions
- As a follow-up and summary for client meetings
- Introducing a new advisor or team member to my clients
- To connect with CPAs and attorneys after playing phone tag
- Follow-up communications in estate planning and family meetings
- To address multiple things with the same party at once, such as a client’s CPA and attorney
Don’t overthink these messages—you can deliver massive value with a simple, straightforward message.
As a real-world example, I used the recent updates with the Secure Act as an opportunity to show my clients that we’re already ahead of these changes and to reassure my clients that my firm is on top of our game:
Hey, great news! The Secure Act 2.0 just passed, and there are a few things that are going to be affected.
We’ve already reviewed all of your information for 2022, and you’re being taken care of for 2023. There are some things we will discuss, and we’ll bring those up in March.
That was all there was to it, and my clients friggin loved it.
How to use video messages
Video message systems like BombBomb or Loom are effortless to integrate into your client email communications. You only need to copy/paste the link and drop it right into the email block.
Our emails follow a low-key script that takes the pressure off the client if the link doesn’t work, and they have the bullet points, so they know the information isn’t critical. Plus, I’ve extended an invitation to contact me with any questions.
The last thing I want is for a client to fall down the frustrated rabbit hole of trying to get a broken link to work, thinking they’ve missed some vital information—only to find out I was just touching base and saying “hi.”
Take a look at this example:
Hey Bob and Sue,
We’re trying out this new technology. Please let me know if it works. 🙂
If it doesn’t, here are the bullet points, and I’d be glad to get on a call.
In the three lines above, I’ve delivered massive value and premium service to my clients that took me less than five minutes to generate.
Video message dos:
Before you hit “send” on your freshly recorded message, here are a few things you should keep in mind:
- Check the audio quality throughout the entire message: don’t send a video without sound or sound that cuts out partway through.
- Be mindful of your frame: BombBombs lets you be more animated than a boring old email—take advantage of that! Be expressive and engaged! Use those hands—but make sure they stay in the frame.
- Look at the light on your webcam; imagine it is your client’s eyes. Keep your gaze on the camera, not off to the side or down. If you look away, let the client know why so you don’t interrupt the message flow.
- Make it personalized. Hold up a piece of paper with the client’s name written on it, or address them by name. Just don’t share any sensitive information, account numbers, and amounts.
Pro Tip: Don’t look down at your notes! Instead, have a typed word doc or a post-it note with bullet points next to your webcam so you don’t have to look away.
You can show confidence and charisma in video messages in a manner that you simply cannot convey in an email or phone call. These traits are critical when working with clients, so move your eyebrows, speak with your hands, and lean in and out.
Rockstar advisors are masterful communicators, and video messages are another tool to help make the communication experience as pleasant as possible.
Video message don’ts
Messaging systems like BombBombs are an accelerant: if something goes wrong, a BombBomb will only accelerate the poor experience, making it far worse.
You should be careful about using these because they are so powerful.
Here are some situations in which you should never use a video message:
- Never put anything in a BombBomb you wouldn’t want read back to you in court.
- Never address a problem with video messages. It will only make it worse—faster. Pick up the phone and make the hard call.
- Never send an apology via video messages; no one wants to rewatch an apology. Pick up the phone and call your client.
- Never send a video message to explain a new concept to a client. These things are best explained in person or over the phone.
- Never send a poor-quality video. You’ll never record a perfect video, but you can record a good one—send that. Do a sound check, and make sure you have good lighting.
- Never share sensitive information like account numbers or amounts. If you need to show these details, cover the sensitive aspects.
Basically, if you wouldn’t share it in an email, don’t share it in a video message.
Video messages like BombBombs or Looms can be a powerful tool in your practice. Just don’t forget that while technology is changing, the purpose of communication has not.
You want to use video messages to enhance your client communications, not to make up for a lack thereof.
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