In the third episode of Book 4 of the Explain This Book To Me podcast, host Josh Lipstone sits down with co-author of The Visual Sale, Tyler Lessard. They continue their discussion of the buyer's journey and how to use video in the Consideration, Decision, and Post-Sale stage. We also learn about a mutual hatred for cooking blogs. Episode Highlights: Tyler gives a piece of advice to those who are considering writing a book. (1:13) Tyler shares a story about Uberflip and how to best utilize explainer videos. (5:48) What are some examples of calls to action that have higher conversion rates? (9:12) Tyler shares his thoughts about pricing transparency. (15:43) Tyler discusses why someone may decide not to move forward with a call to action. (19:04) Tyler gives an example of a great subject line and a generic subject line. (22:10) What are Tyler’s thoughts on using emojis in subject lines? (23:31) Why can't we embed videos into the email, and what’s preventing it from happening? (25:15) Tyler shares the video and business benchmark report that VDR does annually. (32:43) Tyler shares a story about a small tech company called Buck. (34:58) Tyler explains why filming and production are the most important stages. (41:04) Tyler outlines helpful tools that Vidyard offers. (55:01) Key Quotes: “First and foremost, if you're worried about your competitors learning about what you really do... Rest assured; they already know. To think that your competitors aren't doing research on you, they don't have somebody who signed up for an account and gave it a try...That's just not reality.” - Tyler Lessard “The opportunity to have a video as your call to action...is that opportunity to be different, to be unique, to stand out and to offer them a type of action that feels more natural to them, as opposed to something that is going to require effort or action.” - Tyler Lessard “I do find that in today's marketplace, it is simply an expectation of audiences, and there is very little tolerance for not having closed captions. So, I do think it's something that we need to consider not just for the convenience, but also for true accessibility for different audience members.” - Tyler Lessard Resources Mentioned: Joshua Lipstone LinkedIn Lipstone Insurance Group Tyler Lessard LinkedIn The Visual Sale

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