Ian Garlic is the Founder of Video Cast Story, an agency that supports brands in developing strategies and goals for video case stories. He is also the Founder of StoryCrews, a company dedicated to connecting businesses with top-rated videographers to market and expand their brands through powerful video stories. With over 15 years of experience in the digital marketing industry, Ian shares his knowledge and expertise on the Garlic Marketing Show, a podcast that discusses video and marketing trends. Ian believes that customer stories and videos are so essential to scaling, he wrote and published Video Testimonials That Land the Big Fish: The Proven Marketing Strategy to Attract Bigger Clients, Increase Sales, and Achieve Real YouTube Results With Video Case Stories.
Here’s a glimpse of what you’ll learn:
- [05:24] Ian Garlic discusses how he helps businesses harness the power of video case stories in marketing
- [07:03] The types of videos that every business should utilize for conversion
- [11:20] Pre-discovery call strategies using case stories to warm up leads
- [16:26] Weaving case stories into discovery calls to boost rapport and trust with prospects
- [19:21] Ian shares strategies for creating a successful and logical foot-in-the-door offer
- [32:00] How to evaluate the effectiveness of your foot-in-the-door strategy with a specialized worksheet
- [32:47] Mistakes to avoid when creating and implementing a foot-in-the-door offer
- [37:43] Ian’s “tackle box” method, and how to structure it
- [41:35] The critical role customer feedback plays in writing compelling and persuasive copy
In this episode…
Imagine the potential impact of incorporating your clients’ stories into your business approach. What if the key to engaging your audience and clinching deals lies in authentic, relatable narratives rather than forceful sales tactics? Navigating these opportunities may seem complex, but customer stories could come to be your most potent sales asset.
Ian Garlic, an expert in video marketing and storytelling, delves into the transformative potential of using client stories, specifically video case stories, to answer crucial questions in marketing. He outlines the types of videos essential for conversion and describes how his “tackle box” method helps businesses prepare and leverage these stories effectively. Ian emphasizes the difference between testimonials and case stories, advocating for the latter due to their ability to establish credibility and answer prospects’ underlying questions seamlessly.
In this episode of Inspired Insider Podcast, Dr. Jeremy Weisz interviews Ian Garlic, Founder of Video Cast Story, about building a no-selling sales system through video case stories. Ian discusses how he helps businesses harness the power of video case stories in marketing, the types of videos that every business should utilize for conversion, strategies for creating a successful and logical foot-in-the-door offer, and mistakes to avoid when creating and implementing a foot-in-the-door offer.
Resources mentioned in this episode:
- Ian Garlic Website | LinkedIn | YouTube
- Video Case Story
- Garlic Marketing Show
- Video Testimonials That Land the Big Fish: The Proven Marketing Strategy to Attract Bigger Clients, Increase Sales, and Achieve Real YouTube Results With Video Case Stories by Ian Garlic
- Video Testimonials
- Rise25 Case Studies
Special Mention(s):
- Second Bite Podcast
- Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing by Brian Kurtz
- Breakthrough Advertising by Eugene M. Schwartz
- The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters by Joseph Sugarman
Related episode(s):
- “[Top Giver Series] The Power of Video Storytelling to Transform Your Business with Ian Garlic of StoryCrews” on the Inspired Insider Podcast
- “How to Set and Achieve Goals With Ian Garlic, Founder of Video Case Story” on the Inspired Insider Podcast
- “[Top Giver Series] How to Triple Your Profits and Impact with Dan Kuschell of Breakthrough3x” on the Inspired Insider Podcast
- “[Top Agency Series] Growth Through Acquisitions – What is Your KPI and Northstar? With Jason Swenk” on the Inspired Insider Podcast
- “Building a Great Team and More Helpful Insights with Jason Swenk Host of The Smart Agency Master Class Podcast” on the Inspired Insider Podcast
- “[Top Agency Series] Most Valuable Advice When Selling Your Agency With Todd Taskey of Potomac Business Capital” on the Inspired Insider Podcast
- “Atari & Chuck E. Cheese Founder Nolan Bushnell Opens up about Low times and Proud Moments” on the Inspired Insider Podcast
Quotable Moments:
- “Customer stories are not just about making videos, they’re about finding the answers to all those questions about marketing.”
- “When you do great stories, you find out other things, like what is your ‘foot in the door?’ How to sell it? What are the real problems?”
- “People don’t buy just a podcast; they’re buying a relationship builder, a referral engine.”
- “The most powerful place you can use case stories is the pre-discovery call.”
- “An effective ‘foot in the door’ is like opening a relationship, not closing a sale.”
Action Steps:
- Create a “tackle box” of customer stories: By compiling and reflecting on customer experiences, you can better understand your market and tailor your offerings to your clientele.
- Discover your “foot in the door” offer: A small, strategic offer can help establish credibility and build trust, leading to larger, more substantial projects or services.
- Implement case stories in your sales funnel: Using case stories at different points in the sales process can address prospect concerns and demonstrate your ability to solve their problems.
- Regularly train your team using case stories: Sharing successful customer stories within your team can be an effective way to onboard new staff and maintain an understanding of what makes your service valuable.
- Evaluate and iterate your foot-in-the-door strategy using customer feedback: By continually refining your approach based on client input, you can ensure your ‘foot in the door’ remains an irresistible proposition.
Sponsor for this episode
At Rise25, we’re committed to helping you connect with your Dream 100 referral partners, clients, and strategic partners through our done-for-you podcast solution.
We’re a professional podcast production agency that makes creating a podcast effortless. Since 2009, our proven system has helped thousands of B2B businesses build strong relationships with referral partners, clients, and audiences without doing the hard work.
What do you need to start a podcast?
When you use our proven system, all you need is an idea and a voice. We handle the strategy, production, and distribution – you just need to show up and talk.
The Rise25 podcasting solution is designed to help you build a profitable podcast. This requires a specific strategy, and we’ve got that down pat. We focus on making sure you have a direct path to ROI, which is the most important component. Plus, our podcast production company takes any heavy lifting of production and distribution off your plate.
We make distribution easy.
We’ll distribute each episode across more than 11 unique channels, including iTunes, Spotify, and Google Podcasts. We’ll also create copy for each episode and promote your show across social media.
Cofounders Dr. Jeremy Weisz and John Corcoran credit podcasting as being the best thing they have ever done for their businesses. Podcasting connected them with the founders/CEOs of P90x, Atari, Einstein Bagels, Mattel, Rx Bars, YPO, EO, Lending Tree, Freshdesk, and many more.
The relationships you form through podcasting run deep. Jeremy and John became business partners through podcasting. They have even gone on family vacations and attended weddings of guests who have been on the podcast.
Podcast production has a lot of moving parts and is a big commitment on our end; we only want to work with people who are committed to their business and to cultivating amazing relationships.
Are you considering launching a podcast to acquire partnerships, clients, and referrals? Would you like to work with a podcast agency that wants you to win?
Contact us now at [email protected] or book a call at rise25.com/bookcall.
Rise25 Cofounders, Dr. Jeremy Weisz and John Corcoran, have been podcasting and advising about podcasting since 2008.
Insider Stories from Top Leaders & Entrepreneurs…
Episode Transcript
Intro 0:01
You are listening to Inspired Insider with your host, Dr Jeremy Weisz.
Ian Garlic 0:22
We are doing a deep dive analysis into client stories, which then gives you all the answers all those questions about marketing, and also one of the Ultimate Sales Tools, the customer stories have to answer all the questions. Do you understand my problems? Have you helped someone else like me with those problems? So case stories help you find the foot in the door, and then you have case stories of the foot in the door working. So case stories present you as the expert.
Jeremy Weisz 0:48
Dr Jeremy Weisz here, founder of inspiredinsider.com, where I talk with inspirational entrepreneurs and leaders today, is no different. I have Ian Garlic if you want to check out videocastory.com or testimonialbook.com I actually had Ian on the podcast before, and people have heard me talk about him. One of the crazy things I always love listening to that episode iron because it gets my creative juices flowing, and because we talked about having live dolphins in a restaurant. And so people can if you want to know what I’m talking about, you go back and listen to the other episode.
But before I formally introduce Ian, I always like to point out other episodes of the podcast, people should check out. Well, I had one with Dan Kuschell. We were just talking about Dan, and he really had some health issues. Make major health issues, they landed him in the hospital from the stress of running a business, etc. He’s built up multiple seven-figure businesses, and he talks about that. Jason Swank actually was on twice, I think I and this is your second appearance, and now you’re matching Jason.
Ian Garlic 1:52
Yeah, Jason had more. Yeah, I’m back behind Ed O’Keefe and Dan Cashel and Perry Marshall.
Jeremy Weisz 2:02
Jason Swank, two episodes, one how he built up his agency eight figures and sold it, and the other one, how he’d been buying up agencies. And obviously he runs the agency group, Agency 360 another really good one is our friend Todd Taskey Ian and he talks about, he helps match private equity with agencies. And he has the Second Bite Podcast. So second bite because when the agency sells private equity and the private equity sells again, sometimes agency owners make more on the second bite than they do on the first right? And so he’s really educated me on what a potential sale could look like. It doesn’t mean walking away and sitting on the beach, but you just keep doing what you’re doing under a larger entity, right? You’re about to say something.
Ian Garlic 2:42
Every time I hear Todd Taskey’s name, I think of Bill Brasky. Bill Brasky, from sarin live. Do you remember that? No, I don’t. You got to insert that here. So it’s like an ongoing skit. Yeah, the greatest salesperson, Bill Brasky, we’ll put a link in the show notes.
Jeremy Weisz 2:59
Okay, we’ll put a link in the show notes. And this episode is brought to you by Rise25 of course. At Rise25 we help businesses give to and connect to their dream relationships and partnerships. How do we do that? We do that by helping you run your podcast. We’re an easy button for a company to launch and run a podcast, and we do the accountability, the strategy and the full execution. Ian knows this. We’re kind of like magic elves that run in the background and make it look easy for the host and the company, so they can develop amazing relationships, amazing content, and just focus actually, on running their company.
Ian Garlic 3:34
John reminds me of a magic elf.
Jeremy Weisz 3:36
I could see him dressing up as one actually. The number one thing in my life is relationships, and I’m always looking at ways to give to my best relationships, and I have found really no better way, over the past decade, to profile the people and companies I most admire and share with the world what they’re working on. Sometimes that means multiple times on the podcast, like Ian, but I’m going to formally introduce Ian, if you’re looking at the video, he’s got a really cool studio set up with the Ian Garlic studio, or the garlic studio emblem in the background. But Ian is a top video marketing and content expert.
He’s has some of the top marketers and service professionals as clients over the years. He is a force to be reckoned with in marketing. I don’t just mean that in marketing, but he also stands at six, seven. So if you can’t tell from the video, he is large, I am not doing him justice, really, because he did help pioneer a lot in the video marketing agency space. He’s been doing this for, who knows, over 15 years, from large hotel chains and medical offices to small businesses, even to NFL Hall of Famers.
And he really helps companies tell their story and get more of their clients get more clients through producing video case stories, right? We’re going to talk about really. Say the no-selling sales system. He also has a podcast. Of course, he’s had people like Gary Vaynerchuk, Ryan Dice, Neil Patel, many more. Ian, thanks for joining me.
Ian Garlic 5:09
Jeremy’s been on like 10 times on my podcast.
Jeremy Weisz 5:12
I don’t think so, like once, actually, the no-selling sale system. So just start off before we launch into that talk about Video Case Story and what you do.
Ian Garlic 5:24
So, Video Case Story, people, you need customers. You need your client stories. It’s the most important thing. And I boil it. I didn’t start there, but we started with YouTube marketing. And 15, 17, years ago, really started with YouTube marketing, and then we start the agency. We did a lot of other stuff, and we do the core, what I call the core four videos. We help people land their dream clients through YouTube and become the authority by the time someone walks in a door. What we found was the customer stories were the, not only the one of the most powerful things, but when you do great stories, and you interview the clients and do a process, you find out other things, like, what is your foot in the door? How to sell it, what are the real problems?
So it’s more than just producing video case stories for YouTube. We are doing a deep dive analysis into client stories, which then gives you all the answers all those questions about marketing, and also one of the Ultimate Sales Tools, and that’s actually where I got my start, was using video case stories and a tool that came that, what we call the case story Tackle Box. I kept all my case stories in one place. I go to a sales meeting, and I’d be ready with a bunch of stories, and then I’d follow up with them with the videos of those stories. And that process is what we do. It’s transformed. I’ve sold millions and millions dollars of agency services helped people grow seven and eight-figure businesses on the back of it. But it all starts with the video case story, and that’s why we’re called videocastory.com now.
Jeremy Weisz 5:49
Four videos. Talk about that for a second.
Ian Garlic 7:03
Yeah, so there’s about 10 types of videos you can make. Not everyone’s big on shorts, micro content you can make video blog posts, which a lot of people make. Those rambling, talking video blog posts you can make Video case stories, which is a big one, obviously, that’s one of the core for your video, FAQs, in your business, another one of the core four. You’re about us and your process video, those answer all of the core questions when someone is about to purchase services like yours. So those are the if you focus, I have clients. I just got an email from a client the other day, who we made. We had a VIP, strategic shoot for him 10 years ago.
10 years ago, we shot the videos. He’s been using them for 10 years on YouTube and landing $100,000 clients. It’s like, I think it’s about time for us to make new ones. That’s how powerful they are. And a lot of people want to go start with those video blog you know, those influencer type blog posts, you know, I think, like a show, YouTube show like interview style, definitely a great, powerful video. But you need the core four videos to convert the people. And if you start there, then you can move out to make the other types of stuff.
Jeremy Weisz 8:27
You talk about Ian the tackle box, right? You have a book. Well, if you go to testimonialbook.com so it’s not shocking, that is, there’s a big fish on there. If you’re watching the video, here is, I know you were holding it up to video testimonials that land the big fish and then collect, craft and deliver video case stories that will explode sales traffic and make you love your business even more. What I love about books is people pour their heart and soul into it, and they spend a lot of time on it, really crafting it. And I listen to your book, obviously. And you can get a lot of knowledge from people who are who wrote a book. It’s crazy. What’s one of the favorite parts in the book for you?
Ian Garlic 9:15
My stories about you? I don’t remember them. I don’t, I think the book, it tells you exactly the process to do what we do. It wasn’t this, like glorified sales letter. Now, as our process evolved since I wrote the book, yes, but my favorite part is, just are the stories in it of the people that we helped and the stories of the ways that you can use video K stories throughout your sales and marketing. We’ll talk about sales today, but they just can be used everywhere, if you have great stories. And I think that’s my fair part, just like all the ways that you can use it, that Swiss Army story, the Swiss Army Knife. That’s all I always love, is that one thing that could do everything, and that’s what these are. Now, are they a silver bullet? No, you have to use them in a bunch of places, but when you do that, you’re going to win.
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