Ethan Beute on Human-Centered Communication: Today’s Path to Tomorrow’s Revenue.

Subhanjan Sarkar   

And you remember I told you during the dry run that I’m going to mention this during our session, that you were the first person I reached out to along with Julie Hansen, that, you know, this is an idea I want to pursue. Would you be interested in coming and speaking and once you green-lighted it, that’s when like all enthusiasm I went out and of course we have a great line of speakers today and the fact I’m going to read that in your bio as well but the fact the only person I know in the world who has sent out 15,000 thousand messages himself, which is unbelievable.

Ethan Beute    

I had a long time. I got it. I got a jump start out from a lot of people I’ve been doing it for a long time.

Subhanjan Sarkar    

That is even more remarkable actually if you think about it. How many can actually do that for a long period of time? I will quickly give a brief overview of who you are and what you are doing and then I’ll let you continue with your session.

Ethan Beute is Chief Evangelist at Follow Up Boss, Wall Street Journal, Best Selling author of Human-Centered Communication and Rehumanize Your Business, and host of Chief Evangelist Real Estate Team OS and the Customer Experience podcasts. And he has sent, as I mentioned, more than 15,000 thousand video messages himself.

In a session today, Ethan will help us get clear on the realities that keep us apart from our prospects and customers, get solutions to overcoming them, including video messaging, and get past the biggest problem with video prospecting. Ethan, over to you.

Ethan Beute    

Awesome thanks so much I’m going to a slide deck. I’m going to be moving pretty fast I’ll try to save some time for Q&A because that’s generally one of the most useful aspects of any one of these situations but I’m going to go to slides here and again the session is called human-centered communication, Today’s path to tomorrow’s revenue there are things we need to be thinking about and doing today if we are to have the privilege of being in conversation with people tomorrow, I’m going to open with a super compelling case study that I did when I was at BombBomb for almost a dozen years full time and this is a BDR team inside one of the big four professional services firms used to be the big four accounting firms.

And they have these BDR teams and they would do these cycles of outreach like in a vertical focus and they’ve been doing them a number of times and so when we introduced some video messaging into what they had been doing over and over and over again, typically a blend of emails, text messages, LinkedIn messages, voicemails, when they mix videos and these are some of the results so average touches to generate initial lead response, right, How many times we need to reach out before we get that initial reply, no matter whether it’s positive or negative or moves forward or it doesn’t.

Initial average touches to initial reply, it was 10 in all the cycles they had been doing previously but when they mixed it mixed in video messages, it only took three touches to generate that initial reply so it’s a 70 % reduction in activities to initial reply. The overall response rate across these campaigns in the traditional method that they had run again many times before, it was 15 % of people that they were prospecting again on a vertically oriented basis for a wider range of, you know, professional consulting and technology services, it was double, more than double with videos at 33 % one in three people replied when video was included in the outreach sequence.

And I don’t mean that is the product. I just mean that in terms of outreach, not outreach the product conversion rate, this is a qualified appointment set. That’s conversion in this BDR team study within their traditional methods. 6 % sixty, 7 % higher four points on 6 is a 67 % increase. It was 10 % with video so dramatic improvements by mixing video messages in the one of the BDR team leaders. Most exciting things that he shared with us was it because you were getting more responses overall, getting responses faster and converting at a higher rate they were pulling their pipeline and closed one revenue forward by an average of about six months, which means you pull that revenue forward, you can actually run these cycles more often so, super effective the thing that pleased me the most was this intangible outcome that they shared with us, which was that even the no was better.

You know, very often, especially if anyone on this is actively doing cold prospecting, you know that some of the no’s are impolite. You know, you’re always happy to get it because at least it’s a signal of some kind. But in this case, it was no and no but. And they were getting intelligence that would allow them to reach back out more at a better time or with more insights or these types of things so even the nose were better.

So again, my name is Ethan Beute. I’ve done a number of things, some of them are on the screen. If you have any questions about anything I’m sharing here, check out my linktr.ee that’s all the places that I am. It’s just link tree slash Ethan Beute or you can hit me up on LinkedIn Beute is my last name, and I already got a nice intro. So why is video in that BDR case study so effective? Well, I’ll give you a few reasons these are the hard realities that we’re living with as we’re trying to do sales and marketing and outreach in 2023 and beyond here at the end of 2023 you’re forced to sell and serve virtually of course, the pandemic dramatically accelerated it at some level it was inevitable anyway. But we have to try to connect and communicate with other human beings digitally, virtually and online, which is not where we’re at our best. Most of our outreach is geared toward getting on a face to face meeting, whether that’s in person or on a video presentation platform, zoom or similar, because we’re better eye to eye, face to face. So in the scenario where you’re forced to do this virtually, video restores you are your own best differentiator and restores a human element. It includes things like emotion and tone, these things that are missing from so much of our faceless digital communication. The problem is, these channels in which we’re trying to connect and communicate are noisy and polluted. They’re noisier than ever and more polluted than ever. We regard noise as benign, and there’s a lot in chapter one of human-centered communication on this noise that is relatively benign; it’s just the sheer volume of stuff. Pollution is the stuff that very clearly distracts us from what we intend to do. It’s annoying, it’s frustrating, sometimes it’s even dangerous. Malware, phishing scheme, cyber attacks. Is this link safe to download or is it going to sorry, is this attachment safe to download or is it going to install malware is this link safe to click is this email or even from who it says it’s from, as we’re trying to reach out to people, even if we’re forthright upstanding wonderful people with 4.9 stars on a whole bunch of reviews, we’re arriving amid all this other stuff so especially in a prospecting scenario where people don’t know you, maybe don’t even know your brand name, you’re arriving amid all this noise and pollution in our default safe position is ignore, delete, move on.

So that adds an additional challenge to what we’re doing. How do we stand out from that? And then, ultimately, digital communication is impoverished. I stole this language from Doctor Nick Morgan, a communication expert. Fantastic dude he’s written a couple of fantastic books as well. Several actually, but two that I’m thinking of in particular, he refers to digital communication as impoverished because it’s visually impoverished and emotionally impoverished. It’s missing it’s absolutely lacking what human beings need to make good, safe, healthy choices about whether or not to proceed, period. We look at each other’s eyes, we look at each other’s faces, we don’t just listen to the words people are saying, we listen to the way that they’re saying it.

We’re wondering if this is a safe thing to do? That’s like a basic evolutionary psychology of the human being and in a digital environment, not only are we forced to do it this way, but these channels are noisy and polluted and we’re going into this battle I’ll be equipped for what we’re up against. And video messages help close that gap. So that’s one of the reasons why that case study is real and you see these types of results when you use video well, but there’s a big but there’s a problem with video prospecting.

And I’m going to add a little bit of a nuance to it in general, I just think it’s abused like a lot of other prospecting things. I think video messaging is how we should be communicating via email Text messages, LinkedIn messages, other social DMs, and Slack messages a lot more often. But the problem with video prospecting is we’re not adapting the message to the medium. We’re just taking the same crappy scripts and the same crappy emails and the same undisciplined communication in a lot of cases, not all of it is this way. I know that I’m being a little bit over the top about this, but I want to draw it out a little.

We’re just taking it, we’re just putting in a video and thinking the video is going to be magic. Video messaging is not magic video prospecting is not magic magic adding personalization, I put that near in quotes on purpose. That isn’t meaningful. First and foremost, you don’t remember anything else? Relevance is always Trump’s personalization. Relevance to the people we’re trying to connect and communicate with. Trump’s personalization. I don’t care if you know what college I went to. I don’t care if you even slug my name in there, if you’re speaking my language, if you’re speaking to a problem that I have, if you’re using the language that I use, that’s relevance and that is what’s going to get my attention personalization is just kind of a nice to have.

I’ll just give you a quick example because I just received it. I blurred out the dude’s name in his face up top. I blurred out his face down below in the little bubble in the screen recording. Linkedin connection requests no message. I accept it. I accept a lot of people. I would be happy to accept your message as well, but please don’t call, pick, or pitch me in an irrelevant way. Great to connect. I filmed you a quick video by the way, we do not film video we record video. Film is film…Film is film. We record video, there’s no film involved anyway, look forward to hearing your thoughts so as you can see here, my name is in the title of the video and you can see my LinkedIn profile there and actually, video scrolls up and down.

The problem is the video, the little talk bubble over top of it. He doesn’t say my name he doesn’t talk at all about anything on my LinkedIn profile it’s a canned video, so he’s got some software perhaps it’s involved in Leadify, which is on the screen here, where you record a video once and you can automatically automatically fake someone’s LinkedIn profile scrolling up and down behind you on the video. And it’s just a parlor trick, it’s a gimmick. This is the problem with video prospecting. There was no reason to put my LinkedIn profile on the screen because he didn’t close any gaps for me.

Why are you reaching out to me? Why am I on your target list? What is it about me or my background or my experience or what’s going on in my life that makes you reach out with whatever you’re offering me? None of that was there was 0 relevance whatsoever and it was fake personalization. It’s just a misuse of the opportunity. So ultimately video prospecting doesn’t solve our real prospecting challenges, which is how do we get in front of the right people in a relevant way. That’s it, how do we add relevance to what we’re doing and communicate that against noise and pollution? And I’ll tell you, synthetic media and artificial videos do not solve this problem i’m sure there are other people and I’m not demeaning any of it at all.

I’m just saying if you do it without relevance, you’re wasting your time and your money and you’re and you’re burning opportunities i’ll get to that in just a moment. Synthetic media and artificial videos do not solve this problem. Your problem isn’t that you can’t record enough videos in a day to do all the video prospecting you want to do. The problem is, we’re working off poorly structured messages and arguments and ideas. We’re working off poorly targeted lists. We’re favoring quantity over quality. These are the problems and my caution on video prospecting is that it’s not about video, it’s about good prospecting and this is a way to add a human touch to the prospecting that you’re doing and it can be super powerful when you do it well. Fundamental issue that I have as someone who is super excited about video messages as a way to connect and communicate in any position in any seat in the house for years and even decades to come in place of some of our faceless typed out text is that bad video prospecting is training the world not to watch any video messages at all.

And you think about some of the other channels that have already been burned by sales and marketing in general over the years. I know I’m being a little bit unfair about that, but it’s so there’s also truth in it. The more videos that someone gets that pretend to be something that they’re not and turn out to be shallow personalization and irrelevant, the more we’re training people oh, that’s what these videos are for when in fact video can be about so much more than that by the way, I have on the screen here an episode Customer Experience podcast i hosted 271 of those episodes. Probably 15 or 20 of them were self episodes where I spent ten fifteen twenty minutes sharing an idea about video, email video messaging, video prospecting, etcetera so that’s episode one eighty one of the Customer Experience Podcast you want to check that one out the problem with video prospecting? Here’s the deal. You’ll hear a lot of people say something like attention is the currency of the economy man, if I just could get more attention.

And we do need attention. But if we go into this, including video prospecting and video messaging seeking attention only we’re going to do these parlor tricks and gimmicks and we’re not going to get what we want because we’re not giving anyone else what they want ultimately, I would argue that trust is the currency of the economy trust is grease trust is glue. Trust makes good things and good people stick it glue, but it’s also grease that makes things go faster. Reference to Stephen Covey’s The Speed of Trust on that. So I’m not going to go through this whole map i’ll just tell you that until you get to that green path on the left side of being recognized as familiar, recognized as trusted, demonstrating warmth and then competence, the two criteria by which every social judgment is made, then delivering some value in building more trust until you get into that path, every other path on this, it leads to ignore or delete.

Okay, a lot here. But the idea is if you want someone to open your second email, if you want someone to play your next video, if you want someone to actually listen to your voicemail and return your call, if you want someone to reply to your LinkedIn message, if you want someone to do anything at all in these digital channels where that are typically faceless, you need to lead with a trust based approach. You need to have that in mind that the goal isn’t just the attention is just a necessary precursor to everything good in this world, right?

And by the way, we should give it as a gift to other people too. I think that’s the reason we have so much loneliness and social discord is that we’re not giving people undivided attention and actively listening to them. So this is key and the problem today is This is why I call it today’s path to tomorrow’s revenue if we’re not thinking this way right now, and we’re taking a new tool like video and starting to prospect with it, but we’re doing it in a lazy way some of the ways I’ve already characterized.

And we’re not thinking this way. We’re training human beings that we are not worth their time and attention because we don’t value it. We’re not giving them a return on their time and attention, we’re so busy thinking ourselves about an ROI on our spend and on our time. What did I get a return on my investment of time instead of thinking first about what is the return on someone else’s time and attention And when we think that way, we’re training them, that we value them and that we could be useful to them in the future so we get that second open, we get that second play, we get that fifth play, we get that return phone call, we get that appointment set and they actually show up for it. That’s how this stuff works.

And if we don’t approach it that way, then we’re not going to get what we want in the end so the bigger problem here is that the machines that are being trained to deal with the noise and pollution in the digital environment, we’re all going to have a digital assistant, whatever we end up calling it, to sort through our stuff and to say look at this, look at this, reply to this, reply to this.

The more all these channels get increasingly noisy and polluted, the more we’re going to rely on machines to filter it and surface the best things for us. And the problem is, we’re training people today on the data that’s going to tell the machines how to treat you and your outreach in the future so if you’re not valuing people’s time and attention today, the machines are not going to value you and prioritize you in the future. You’re killing your future opportunities if you’re not thinking this way and acting this way today.

I’ve got 11 minutes left, so I’ll move through this one really quickly if you’re not familiar with Jaco Van Dormael of Winning By Design, I absolutely recommend following him. He’s featured in Chapter 3 of Human Centered Communication. This is essentially a modified version of the bow tie funnel that Winning by Design teaches and basically runs their business off of.

You’re familiar with acquisition, awareness and education on the left that is the prospecting and you know, opportunity generation process. Then we then we move to selection people make some commitment, we onboard them, we deliver initial impact and then we grow with them in a growth loop, right hubSpot calls us the flywheel, other people do too, winning by design calls at the growth loop the whole goal is to move people through this process, and video is useful at literally every single stage of this relationship with a customer.

Some of you might be full cycle sellers, and you’re responsible for all of this with a particular set of accounts you can use video messages in a variety of ways, and I’ll help you figure out when, where and how to do that in just a moment. But across this whole journey, especially in prospecting, but across this whole journey, there are points of friction and failure where things slow down and they stop and so a sales leader needs to focus on, gosh, why aren’t we getting people from this stage to this stage we have good conversion in the beginning, but we’re missing, you know, that second stage of conversion leading up to the selection or commitment process, whatever when we look at the places where we’re slowing down and we’re not getting the results that we want, it results in something it’s because of some of the things that I’m putting on the bottom of the screen here.

We’re not getting the attention that we need we’re not building trust. People are looking at it and they like it and they trust it, but it’s just not a high enough priority right now. There’s a lack of confidence like, I believe all this stuff and it’s a big deal, but I don’t believe that you’re the one that can get it done for me, lack of clarity it’s complex subject matter a lot of us are representing complex ideas and products and services. It’s hard to understand.

And then the big bucket of anxiety, uncertainty and indecision. These are the reasons that people don’t move forward, right it’s not because we’re not using the right tools it’s not because we’re not using the right tech. It’s because we’re not reaching people in a way that checks these boxes and helps people feel good, safe, confident, comfortable to move forward.

And when you look at these things on the screen, attention, trust, priority, confidence, clarity, uncertainty and decision etcetera, these are human issues, these are emotional issues, these are communication issues and I would propose to you that no matter what part of the sales funnel and customer journey you’re responsible for, you can add video messages to overcome some of these things because it is not emotionally or visually impoverished in fact, it’s emotionally and visually rich.

This is a big issue. When Steve and I wrote Human Centered Communication again, I think it’s in the chat as a free digital copy. We borrowed Human Centered Communication we borrowed from the 40 year old practice of Human Centered Design. Ideo is the design firm that is generally regarded as the longest adherent, proponent practitioner of Human Centered Design.

And it happens at the intersection of three things: What’s viable for your business, what’s feasible with technology, and what’s desirable for humans. In other words, what are the requirements for business success and prospecting its number of contacts, reply rate, appointment set, appointments held, etcetera, these types of things, what do we actually want, what is business success? Then what does technology allow us to do of course technology is cheaper and more powerful than ever on average.

And then what do people actually need and want? What do people need? The problem is, especially in prospecting but in general, we start with what we want, what is business success, and then we go to the possibilities of technology and we operate here and this is where we’re doing things that are burning our own reputation, that we’re, you know, we’re getting a 2 and a half percent % rate and we’re just psyched because that’s up from 2 %, you know, And we’re ignoring the fact that in that scenario, 98 or 97 and a half percent have said no to us.

Some of that is ignore, delete, block unsubscribe, blocking an entire domain. We will never be able to reach anyone at that company again we’re ignoring all of that and we’re just high fiving because we moved it from 2 % to 2 and a half percent need to do to be more human centered is to shift to the middle and all that requires is to start with what people need and want.

Who are the people we’re trying to reach and what do we understand about them? Why are we using this language? Why are these people on our prospecting list at this time with this opportunity, when we start there, everything goes better. What does it look like this comes from chapter two of the book, just a basic simple table.

Being someone who is in video email and video messaging as early as 2011 and being very customer facing, I got questions on the left all the time. Why didn’t she open my email? Why didn’t he reply? Why didn’t they play my video bonus points for being curious and wanting to be better? This is backward looking and it’s about you. It’s reactive as well. Why didn’t I get what I want instead the human centered approach just goes upstream.

Before you type a single word, before you set up that automation sequence, before you record your you know your canned, dropped voicemail before you record a single second of video. Why would she? Why would he? Why would they? Think about the future. Think about the recipient giving the recipient a return on their time and attention if you do, you will be rewarded and kind.

I know this is very easy to understand. It’s almost cliche, but it’s very true and it’s always worth a reminder so a few video messaging tips here and then I’ll wrap up. Send video when you need to send video, don’t send video because you have a video tool.

The three things to look for one, personal connection establishing or re establishing personal connection. That’s why it’s so powerful and prospecting you’re establishing some form of personal connection, emotion and tone when you have a message that has a positive charge or kind of a negative charge. Thank you, good job, congratulations: positive charge. I’m sorry I have bad news,I need to apologize: that’s kind of a negative charge. Anytime there’s a motion that’s difficult to capture and text, consider doing it in a video only if you’re sincere.

If you don’t actually mean what you’re saying, don’t send a video ’cause that’ll come through humans can read that off you a mile away, and it’s really frustrating and annoying and people like you less when you are insincere. Third one is detail or complexity if you need to answer a question or you need to teach an idea, whether it’s a screen recording, we kind of show and tell, or whether it’s just you as a talking head, the expert on the topic answering the question. It’s going to be easier for you and better for the recipient in a lot of cases, to break down detail or complexity by sending a video.

Never send a video alone. It happens all the time. I see it all the time. Always add one line of text before the video and one line of text after the video. The line of text before the video compels someone to play the video you’re either teasing or you’re actually promising a specific piece of value in the Hey, you’re going to want to check this out because I give you 2 reasons why or that type of thing, right?

Two ways to think about the question that you asked me in the video below, right? And then below the video, you’re just going to double down on whatever call to action is inside the video. This gives them the opportunity to maybe take up your call to action and assume they know what’s in the video, even if they don’t take the time to watch it. So never send a video alone. Make it connect to other touch points. Refer to the other in the one if you’re leaving it.

Let’s just say you are responsible for prospecting. You have your list, you have your tools, you have your cadence that you’re supposed to do. Make your email refer to the voicemail in your voicemail, refer to the video in the email so on the voicemail, it’s like, hey, I’m going to send personal video to your inbox be sure to be on the lookout for that in the video it’s like, hey, I’m the guy that left you the voicemail the other day just want to put a face with the name and remind you the make these things work together.

It’s not Let’s shoot 15 touch points out, contact points out and see which one provokes the reply. They work together. That’s how the other person’s like, oh, I think I look, The easier you can make all of this come together in someone’s mind, the better off you’re going to be so video prospecting is not about video, It’s about good prospecting it’s about helping people it’s about being relevant above all.

This is not about tricks it’s not about gimmicks it’s not about stealing attention and if it is, you’re playing a shallow game, you’re playing a myopic game, you’re not playing the long game, and you’re going to teach people that you are not worth their time and attention. I know I was a little bit aggressive today, but I’m kind of fired up on the topic.

Hit me up on any of the channels you can also email me so that’s on the screen as well and that is what I brought. I don’t know if we have time for Q&A. There’s a digital book on the screen, by the way. It’s a copy of Human Centered Communication.

Subhanjan Sarkar    26:08

Yeah, quite a few have downloaded it Ethan already.

Ethan Beute 

Awesome. Julie Hansen is one of those people.

Subhanjan Sarkar   

This was so good and you touched upon so many things that I believe so passionately and i will not retouch those because I think people should just sort of take it in and think about it and i think what the biggest take away from this is never forget trust is the currency and like you like you showed that example of whoever has sent you that scrolling thing. The fact that he wrote I filmed this for you knowing that he didn’t do it. You know I mean that that’s the biggest breach. I mean we all talk about developing trust with customers and that’s what we go out and do. This is such a big problem, yeah.

Ethan Beute    

And some of the traps and you’ll read a lot of this tension. There’s a chapter with Lauren Bailey from Factor 8 and Girls Club and Mario Martinez Jr. from Vengreso. You’ll read a lot about this tension between you know, a lot of people who are in these prospecting seats or just at the behest of whoever their manager is they they’re essentially compelled to do these things that’s like a real challenge. I’m happy to message it with anyone about that theme or topic. I wouldn’t say you need to leave your job, but if you find yourself doing these things, it’s certainly worth it. Especially if you’re using your own LinkedIn profile to do it and that’s part of the expectation. This is worth a conversation because you need to be. Yeah, there’s a lot of tension here, There’s no easy answers. But the lazy behavior just needs to end.

Subhanjan Sarkar    

Yeah, yeah. And it’s a lot of the legacy, right, As we had discussed once that this is just really the legacy that we are bringing in the leadership is still not shifted to the to the new generation and we’re bringing in that experience and we want you want to just impose it and you want to use technology to scale.

Ethan Beute   

Yep.

Subhanjan Sarkar    

So that’s what we’re using technology for, not for outcome. So two quick questions here Ethan one is on your screen.

Ethan Beute    

Is there a standard way of communication for the different generations or have there been any changes in communication patterns? That’s a great question. I hear a lot of people generalize about generation. I would say that everyone is afraid of video. So a lot of people say, well, younger people, they’re the tik tok snapchat generation, they’re very comfortable being on camera. No, they’re not. They’re no more comfortable. There is a little bit of a personality type that rushes toward this type of thing in terms of who is receiving and playing videos this is again one of the reasons I always say add a line of text above and below your video. Make it easy for under people to understand that there is a video here that there’s something in it that’s for you. I think I’ve certainly heard feedback about that in some like if you’re targeting security people or CTOS, the idea that you have an extra image and an extra link inside the email, some of those people are a little bit harder to reach. There’s some personality types that don’t necessarily receive it as well but This is why we’re going out multi mode, whether it’s generation or it’s vertical or it’s title or position, personality type, which varies by all of those factors. That’s why we mix it up and that’s why as we get some type of a response, we ask, hey, what’s your preferred communication channel? And if you don’t have that question in any of your communication flows, it’s worth including or whatever channel they tend to respond to or receive you on, just assume that that’s their preferred channel so like, I hate Facebook messages. I absolutely despise them. I don’t ever want to use it, but some people reach me there. I try not to validate it. I try to move it to another channel so they learn to stop messaging me there. So This is why we use phone, email, text video, social DMs. We use these different channels to see where people prefer to be reached and what mode they prefer to communicate by in general. I would say in the 12 years that I was very active in video messaging and video communication, especially asynchronously and recorded videos. I had users, prolific users who sent hundreds and hundreds of videos, you know every month or even every year or even every month who are both, you know 22 and just starting their career and 64 and in the back end of their career and the same thing on recipients as well it’s just really again reaching people in the channel that they prefer and I would offer that if you reach people well with video, I don’t think anyone is more or less likely to play it on any other factor besides is this a situation that I’m interested in does it seem like a safe and interesting and trusted situation on its face. So I know I kind of said a lot there and I didn’t give you a direct answer. I get my direct answer is no i don’t think it varies by age as a user or as a recipient. The other pieces of the context are more important than age.

Subhanjan Sarkar   

One last one, Ethan, before we go. How important is timing?When are the best times to send a video message mornings, evenings, weekdays, weekends. 

Ethan Beute    

Great question, Eric. There’s nothing i mean, I did this like early on when I joined bOM it like we were. You could send mass emails and mass video emails. It’s like a MailChimp designed completely around video and so people would ask me these things all the time. And so I remember pulling about six different studies and they all competed with each other in terms of the best times to send an email. The key is, again, this is why I think this is why when I thought of like, what are the two or three things I should remind everyone to do? Make every touch point talk to the other touch point make it feel like it’s an intentional, cohesive thing so that you’re calling in the day, but you’re sending a video anytime you want you’re maybe social DM ING evenings or weekends when people are more likely to be on social in general, unless it’s LinkedIn, then I guess maybe that’s a weekday but there is no single best time to reach any one person and that’s the benefit Benefit of asynchronicity as well is that you know, you can record 10 videos when it’s convenient for you, and someone’s going to open at 5 seconds later, someone’s going to open at 5 minutes later, someone’s going to open at five hours later, someone’s going to open at five days later, someone’s going to open it five weeks later. But the alerts that you get let you know when people are doing those things and so whatever tool you’re using, you should know when people are opening and engaging with what you’re doing and so you might wind up, if you’re, especially if you’re niched in, you might find that there is a truth within your niche but I would say on average when you look at like large data sets, there’s no consistency in open rates, video play rates, response rates, etcetera in terms of best day or time. I know that’s unsatisfying as well, but it’s the truth.

Subhanjan Sarkar    

Ethan, thank you so much and we will need to move to the next session. This was great.

Ethan Beute    

Thanks for letting me go long. I super enjoyed this. It’s a privilege I love that you put this together and I hope everyone has an awesome day with it.

Subhanjan Sarkar   

Absolutely thank you, Ethan. You have a great day too and we’ll talk to you soon.

Ethan Beute    

Sounds good.

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