Today, let me share one of the most common mistakes for businesses with great products. (the better the product, the more likely this mistake)
In the last issue of Ecom Trends, I shared a strategy inspired by real estate open houses. In that email, I also teased you –
“I know what I’m gonna share,” I yelled into the void room.
Actually, I have two ideas.
(I’ll save one for next week)
Well, this is next week.
I’ll keep my promise, but first, a little context:
I noticed a trend on YouTube (and TikTok). You’ll see a lot of documentation if you go to food channels—such as Eater, Bon Appetit, or Alvin Zhou Films.
~ How Hamburger America Became the Top Burger Spot in NYC
~ Opening Night At One Of NYC’s Hottest Restaurants
~ Day In The Life of A Korean Cafe Owner
~ The Most Legendary 3-Michelin Star Restaurant in Japan
These videos are fascinating.
The producer goes behind the scenes—showing you what it’s like running the restaurant. It dimensionalizes the food. It shows you the labor of love. It demonstrates WHY the premium cost without slapping a price tag.
People love to binge-watch these videos.
And this is the tip I want to share with you today:
When you have a good product…
YOU know how much work you put into it.
YOU know how hard it is to maintain that quality.
YOU know how expensive it is to produce.
But your prospects don’t.
IN FACT
They don’t care.
They’re too busy thinking about their own lives.
The beauty of these videos is that they give people a different perspective—they allow viewers to see the business or product through the owner’s eyes.
See the labor.
See the details.
See the dedication.
It’s the perfect example of a dramatic demonstration.
(just like how realtors host fancy open house parties for multi-million mansions)
Now, here’s the problem…
It’s really (really) hard to create a video like this.
To give you an example:
The Most Legendary 3-Michelin Star Restaurant in Japan (by Alvin Zhou Films). This one video was 130 GB and took 38 hours to upload.
Here’s the good news:
You don’t have to create a 130GB story for your emails.
Email storytelling is about a snapshot moment.
How can you showcase just ONE scene?
Now, this email is getting too long.
I’ll share more about this tomorrow.
Cheering for you,
– WYH