- Positive Polarity Podcast
How to Connect to Your Clients Through Storytelling
Four-time Emmy-award-winning storyteller Mark Concannon works with a wide range of clients, from small businesses to Fortune 500 companies, who have used his companies videos in their marketing campaigns, achieving quick and substantial ROI. Mark has been connecting with audiences through video his entire career, previously as a decorated journalist for 23 years at Fox 6 in Milwaukee and since 2010 as President of Concannon Communications.
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Hey, Melinda here, positive polarity, podcast, hope things are going awesome for you. As I scoured the earth to find the best of the best, and I didn't have to look for this time. I found somebody in Milwaukee, and actually, the cool part is, is I've done a bunch of work with them before. How are you today, sir?
I'm doing great. And I appreciate your high praise there.
No, as president of Concannon communications, I'm always honored to hang out with companies' presidents. So, and it says on your LinkedIn profile, you help brands blow up. So, it's like, wow, that's pretty cool stuff. So, thank you for hanging out with us for a little bit. You did some fantastic video work for me when I first started my company, and we did video blogs, and Oh my gosh, we did some fun stuff together. So, thank you again, still utilizing the contents. They'll get a positive comment on your work. So, thank you for that.
Well, thanks for the opportunity to help tell your story. You've got a great story and, not surprising that you have blown up to where you are. Well, thank you.
For that and, and there's just so many things that I want to learn, but first of all, I want to kind of tell the world also that you're an Emmy award winner. So, tell us about that a little bit.
Well, in my previous life, for, for many, many years I was a TV news anchor and reporter also a sportscaster and, worked at channel six in Milwaukee for 23 years, many ports of call before that is TV news tends to take you around the country a little bit, but Milwaukee is, is our home. I worked at Fox six for 23 years at work with some really incredibly talented people, editors, and videographers who made me look great and helped us win those awards for different stories and profiles. And yeah, it was fortunate enough to work, to work with a team that has tremendously high standards, does excellent work. And we're just really privileged to be part of that effort and, and to, and to get those awards.
That's awesome. So, you must have started when you were about nine, and you're working there that long it's like, man, you're not that old. So, you started,
I was a child prodigy. Yes. TV news. Yeah. Well, good to know.
No. So one of the things that we like to talk about is especially in your case here, where you transition from, I'm going to call it the corporate world into owning your own business. Many people listen and get calls from people they want to jump in, but they don't know-how. And so, when I get the opportunity to ask what that transition looked like for you, share with us, if you can, some of the thoughts and some of the planning,
Or maybe you jumped in with both feet; how did that transition work for you? Well, again, I had been in TV news for a really long time. We'd been at channel six for 23 years. And in 2010, I just felt that it was time. Okay. Time to do some other things with storytelling, and I love my time at channel six; I still have great friends there. And for me, the transition was fairly natural—my role at channel six for the last 20 years. And I was there. I co-hosted the wake-up news by definition. Our approach was to be very cheerful. You don't want to have people wake up in the morning and just overwhelm them with doom and gloom. And there's not a map. It's going to be in the news anyway. Yeah, exactly. I was never an investigative dirty dining type of guy.
Now I have a lot of respect for those folks who do that. That's a hard job, but that was never me. I was always more of them, Hey it's the first day of summer Fest. Isn't this great, sir. So, as I look to transition out of TV news, it was natural for me to turn to video, to help people tell their stories because I've been doing that my whole life, whether it's TV, you can use it now, working with different clients. And it was a very natural transition for me because, in essence, what I do now is for my clients to tell the world, Hey, art, a great, very good fit for my personality and my way of presenting stories. So, and that's how it happened. And it really helped. I mean, what's the number one thing.
When you try to hang out your own shingle it's, it's your differentiator? What makes you someone? I want to do business with welfare. The fact that I was on TV here for such a long time, a fair amount of people knew my name. So, if I made a pitch for a possible project, folks would at least look down and say, hang on. I remember this guy. He looked semi-intelligent on us. Let's give him a try. Sure. That was a very big advantage for me not having to start from square one. I know that was a great advantage, but then I really enjoyed the process and then learned so much about prospecting and networking and getting out and meeting so many different people. I mean, that's how you and I met at a networking event all those years ago. That was just terrific for me to discover so many different people doing all this great work and just learning about how they went about becoming entrepreneurs and owning their own small businesses, and making their way forward in video storytelling.
I've been doing it my whole life, no automatic business. That's been a great learning curve for me and a great learning experience. There you go. And I've had many great folks, helped me along the way, just take me under their wing and say, Hey, have you thought about this and just soaked it up. So, what I've learned in the last almost 11 years now since I left channel six, has been such a tremendous education that really has taken me in different directions. I could never have envisioned doing what I did before this, which I loved, but I'm so grateful now to have this opportunity, to continue to tell stories and to learn so much about different aspects of business and things like
Sure. And that's so funny cause we're kind of the opposite. The business was ingrained in me my whole life. And for me, the storytelling and the video, the things that are second nature to you, it's like, okay, I have to learn these because I remember how many takes did it take me to do some of my video blogs with you at the beginning? I was like, I'm like, sorry, I can get those, trust me. I can get this.
It's all good, man. It's all I tell people that all the time, it's like, if you're, if we're shooting an interview with you for a video, it's not me on TV, this is a live thing. And Hey, let's work together. I'll coach you up a little bit on what you might want to say. But you were great. I mean, know, once you got going, it's just repetition, right? Comfortable. You get the more times you do it. So yeah, that has been great. Just working with folks and getting their brands out there.
That's awesome. So, I think the other thing that you bring up that I want to make sure that people kind of get is that it was a process for you where some people feel like they have to know everything before they were actually open that business or start it. And it sounded like, from your perspective, the business piece you learned as you went. And, and so I would encourage people, if they're listening to that, that are in that spot. It's okay not to know everything the day that you open your business. I mean, I'm sure I'm still learning. I'm sure you're still learning, and it's just a continual learning process. So, I just want to make sure and point that out. Cause I, I love the fact that you didn't have to know it all you didn't have to know the networking, accounting, you didn't know all the legal, all the stuff to starting a business. It's so overwhelming at times. So, I appreciate that you jumped in and moved along as you, as you taught yourself. So
No, that's a great point too. I mean, no one knows everything. And as I say, it's been a great continuing education at times. It's been a little painful stung a little bit of the day it's, and it's what you want to do, pose to what you want to be. I want it to be, and I want to do stories. I want to tell stories. And if you start there with whatever your profession is, whatever your skill set is, and you trust your stuff that, yeah, you are good at this, the matter of hanging in there and making the connections and things tend to take care of themselves as you, as you learn. Yeah, absolutely.
Well, and so I want to unpack the story partly from them, for you from a minute there, what makes a great story from your perspective I'm assuming that people, the end result, are we want to encapsulate somebody's wound and engage them. We really want to get them into this story. Still, I'm assuming there's a bunch of work that needs to happen before, are there any simple things that, whether you're a sale, professional business owner going out on your first date, whatever it is, you got a story to tell and the better you tell it, the better you sell it, I'm assuming, is that correct?
Oh, no question. Well, I think there are three things in my mind that make a great story. Number one, it has to be unique slash memorable. I mean, if there's nothing there that sets you apart from anybody else, okay. Well, who are you? Why should I do business with you? I think you have to move people. You have to get them to feel something. You have to connect with that level, that emotional level. It's one thing to describe your wherewithal, and you want to do that. But at some point, people have to feel like they already know you and like you and trust you before they've even met you. So, you have to get people to feel something. Third, I think for what we do and help to help brands, you have to provide an answer. You have to solve a problem for someone. You have to be there to provide value for that person. How can we help you get to where you want to be? Sure. And those are the three things I think that really makes a strong store putting those elements together that were really gets you out there in a form that folks are going to feel like. Yeah. Okay, sure. Yeah. I want to know more about,
Yeah. And I think those are great points. I wrote those down because I'm going to be making sure my stories are getting better as I improve myself. I think about Midwest express back in the day, the airline, and the fact that their unique claim to fame was what, 20, 25 minutes before landing, minding your own business. And all of a sudden, you kind of get that you get a whiff of like a chocolate chip cookie. And before, they're baking cookies on the flight. They're handing out warm chocolate chip cookies. I mean, just unheard of, from an, from an airline perspective and it did move people it's kind of connected you back to the last time you smelled the chocolate chip cookie, whether you were a kid or whether you baked them with your kids. So, and, and I think that there's such power in that. And I think we're so busy that we just forget that. And I know some personalities just want to give the facts. We want to give as little information as possible. I just want to dump something onto somebody and get out of there. I got to believe that that could really be detrimental to your brand if you don't position yourself. Right. Is that correct?
That's absolutely correct. And I'm going to quote Steven Spielberg here, who said the heart comes first, the intellect will follow, get them, connect with them. And then they're going to want to know a ton more about you. Right? That's what we tell our clients sometimes. When we deal with clients who haven't done a lot of work with video, and it's like, okay, they want a video. That's going to tell ABC, D E F G really dive into the weeds of all the minutia of everything they do. And it's like, well, that's going to be a 10-minute video, and no one's going to watch it, what you want to do. You want to describe somewhere with, but you want to grab them. And then, in the end, for more information, go to our website, the websites for if people really want to know about your tolerances and throughput on your grinding machine, if they really want to get really into the weeds, that's there. But first, you have to tell them about you and just like the chocolate chip cookies on Midwest express. I love that. You want to get people to feel like, yeah, I like these folks. I want to do business with these folks. And then you get into the nuts and bolts.
Right. That's awesome. And I think that I mean, I, I still use that to this day with my clients. I'm like, what's your cookie? What is it that you do that nobody else does? And that's a really hard question to ask and answer because many people are, they don't know the answer to that. I mean, they don't have an answer, and they might want to say, I do it cheaper. I do it better. They'll come up with the kind of generic answers I'm assuming on urine. Then if you use it, you have to dig deeper to really kind of understand the uniqueness. Otherwise, the video will be an average video, which probably isn't going to get nearly the success that you want. So, are you digging deeper with a lot of your people?
Yes, it all depends on who we're working with and who else is on that storytelling team. Now we work with some really big clients with eating agencies and ad agencies who are really great, really honed in fine to their brand. And then we worked with a guy like me with lost guys, like no clue what I'm doing up to we worked with Brunswick billiards in GE health. But for those folks, our job is just to be consistent with that carefully homed in fine to brand. But for many folks who were starting their own businesses, or they're trying to rebrand a little bit, we will ask a lot of questions, and we will drill down into what really your differentiator is. You might think, but okay, ask yourself, what am I com what are my competitors doing?
Are they doing the same thing? What makes me different? Am I a third-generation family business? Do I have an employee-owned business, things like that, that really stand out? We hire a lot of vets. Do we do supply continuing education for folks? I mean those little nuggets go a long way to we've done videos for folks' companies that have three generations of the same family working in, in the facility, not as owners, but folks who are just so loyal to that company, that their whole family legacy is built around that they've provided these families with opportunities to grow and have great lives. And that's what you want to show. It's great to say, yeah, we produce this many widgets per hour, and our throughput is this, and that's fantastic. I want to know, Hey, how good are you at? If I see three different generations of the same family talking about how great this company is, it's like, wow, okay. That's powerful stuff. And that's memorable. Yeah.
And I remember when you when we did our video, I think you guys traveled with me almost all day and some, while you took a Lake, all that video and put it into four good minutes. Though the highlight for me was actually having people, my clients w the third-party testimonial piece that really kind of, when I see that on a video and it's authentic. It's genuine, and it's revealing, I really think that that kicks that video into the next level. Do you see that on your end? That's pretty powerful,
Full tool? No question, I mean, there are many companies that if you go to their website, they have printed testimonials and quotes. Sure. Those are good, but it's a whole other deal to see someone on camera with their body language and just how the genuine passion and emotion they have, they, you for helping them write numbers, thank you for getting their sales team in shape and, and getting them to a place where they're going to attract other top players. Right. , it's video testimonials are so strong because of that, that that emotion comes through stuff you can't get on the printed page. Sure. And yes, it's one thing for you to say how great you are. We want to do that. Have that and tow that fine line. You want to, and you want to beat the drum. You don't want to be too arrogant or anything like that. It's, it's, it's five times better to have somebody else say, yeah, this is what did for us. And other people are going to watch that saying, okay, these are, these are strong people with great companies. I got to go, and I got to call this guy because they weren't paid, actors.
I always think that it's funny when you see that they're acting on TV paid ad. So that's not really to me anyway. I mean, I don't email me. Okay. If you guys use paid actors.
No, no, no. Very rarely. I'd be if we're reenacting some sort of scenario for a training video or something like that, but the testimonials never, it's just so much more genuine. Yeah. And that's, that's the thing, the genuine nature of that. Even the actors who are professionals, there's something a little glossy about it. It's not real. Whereas if it's just a regular person who's not trained to be on camera. That emotion is so much more sincere, and it really connects so much more effectively.
That's awesome. So, I want to ask you a question kind of off the cuff. It just made me think of it. There are so many people like on LinkedIn today doing taking their phone and just kind of talking into it and making a video, there's some power to that. When you move it from an amateur to a pro, I'm going to say there's just a different feel about that. Do you struggle or fight that battle with people that go, I can make my own video, or my uncle fester does video, or do you run into that a lot? Or, what happens at that spot?
No, it's a great question. And two sides. I mean, for folks who want regular content every single day, the old flip phones, not a bad, or the old cell phones, not a bad deal, but it's some point in your presentation of all your content. I strongly feel you need something that really looks polished. That looks as excellent as you are sure. And yes, that is a constant battle. My nephew could do this. He has his cell phone or cam okay, well, anybody can get sound and picture these days, I can tell your story. Does everybody know how to tell a story? And again, for little daily inserts with just a little 32nd high here, because your thought for today, the phones an okay thing to do, but when you really want to put your content out there if you don't invest in that, a bad video is way worse than no video cheap.
It's going to make you look foolish. People are going to say, God, who are these people? Now they want to represent themselves. Why should I do business with them? Why should I have my company trust its product spokes? Cause obviously, they don't care. Right. And there are a couple of things about bringing us in to do a video. Again, it's going to give you that highly polished look. It's going to be a really great reflectors of your brand. Also, it does a lot for morale for a team when they see that management has made this investment in them, you're going to promote you at a very nice level because we care about this brand. And that goes a long way too. That's just a nice little side effect, but yeah. Getting back to your question. Yeah. You want to invest in your story.
Don't be afraid to pay for that story. If it's your, whoever that is. If it's your SEO person if it's your graphic designers, if it's someone on your staff that you're hiring full time to do all that, you want to get the best people. Sarah, don't be afraid to pay them because, boy, their ROI will be tremendous. It's someone who does you, your press releases, or someone who, if you have in-house video or want to bring in somebody from the outside, the investment comes back tenfold. And then some, because the content is out there, it goes to so many different places, and you want to be represented in the best way possible on every platform.
And that's so true. I mean, obviously, as you said, if it's a daily data occurrence that you're trying to a video, then that probably isn't making sense. Still, I can say without a doubt when I apply for speaking engagements around the country, the first thing, they're asking for is a video and so that's obviously that it's almost mandatory, so it depends on what you do and what your focus is. But you, you shared some really strong statistics that I kind of want to unpack with you because it's one thing for someone to say, Oh yeah, video's great. But I tell you when I started looking at these numbers. Some of these statistics that they want to kind of work through with you, it was like, oh my gosh, this is really, I mean, it's almost like you, it's almost like a mandatory that video used to be like a, an extra now it's becoming just kind of like a, a mandatory thing. So, when you say like a minute of online video has the same value as 1.8 million printed words on a website, what does that mean to you?
Well, it's, when you read the text, you're reading statistics, you're reading words put together, but do you really get a sense of who these people are? Have you seen them? Have you heard them talk? Have you heard other people they've done business, talk about them? There's just no substitute for that. Again, it's that emotional level, that organic connection that, that a minute's worth of video is going to bring across much more effectively than any number of words, because the words again, it's just, it's a screen telling you a little bit about this company. Well, who is the company behind the company, and that's what video does it open up those avenues of a personal connection? I tell people all the time, I mean, if you have video, it's like going to a hundred networking events every day. You can get anywhere you want on the planet. And here's the other stat that goes along with that one. And this is one of my favorites a video link in an introductory email increases the click-through rate to a product or service or company by 96%. So, if you send out an email, we'll ask, and it's just a PDF text, delete if there's a playback button there; hey, well, who are these guys? Let's, let's, let's play them, play this video. People just feel like they have to watch it where there's just no substitute for the video generation.
Wow. That's really powerful. Yeah, it was when I was going to ask you about that one, because if so, for anybody that does do any type of business development work, it used to be back in the day when we were able to go places and meet with people, it would be a business card that would be kind of your connection while there's, that's pretty static and there's not much there. And so now being able to lead with a video of whatever type, I mean, whether you're there are just so many ways you can go. As I said before, and my favorite thing is on my video is got the stories from my clients. And I mean, I love to promote my clients. So, what a cool thing for a video to actually promote a client and whether it's in that business development stage or wherever you're at. So, I think, again, anytime you're increasing anything by 96%, you look for that, right?
Oh, exactly, exactly. And, when you look about how, when you look at how a video and video content can impact every stage of a sales process, I mean, before a real sale, I mean, at first to your pointing these days of networking events, the person, the person, obviously we're not going to be doing that for a while. It gets you in the room video gets you in the room to explain who you are, and I've had some clients that have had some cutting-edge products and technologies and companies that an email with just a text PDF is not going to cut it. People want to see how this works. They want it to be explained to them. And video can really crystallize that in a couple of minutes, and video just continues to build on your selling process before that sale. It gets you in the room during that sale.
Again, going back to what I said a little while ago, the video done, right, the viewers of that will feel like they already know yet they haven't met yet. Still, they already know you, and they can't wait to do business with you after the sale, I tell businesses this all the time, some folks are a little cowed by, well, I have all this video, but all the platforms and social media, they're changing every day. What, I don't know, what's hot, what's not, don't know what to do, where to go. Well, no matter what the platform of the week is or the month is, and we right now, we know what they are. But five years from now, who knows, we think it could be what those platforms are. Video is always going to be the top content for them by leaps and bounds. So, it video, it just perpetrates that sales process.
Definitely. Yeah. That's awesome. Well, and you people learn one of three ways they learn visually, okay. They learn by seeing, learn by hearing, or learn by doing while its statistics show that two out of three people learn by seeing so video attacks, two out of three people right off the bat, because that's their preferred method actually learning. So, it doesn't have anything to do with how good your video is. I mean, video versus word, just as a, as a vast improvement there. So, I liked that you brought that up and the other piece from the sales perspective, are you, you, you alluded to it earlier, is that people buy from people that they know like and trust we all have had good experiences buying a TV or a car or a house. And then we all have had bad experiences. And a lot of times it's that sales professional is either making it positive or negative. I like knowing somebody from a video first because I know their voice. I almost feel like I know them just from watching that video. So, are you trying to bridge that gap, right? There are some of the advantages of that video?
No question, and this is just so important for everyone, but you talked a little while ago about folks looking to make that step for where they are in corporate America to be their own thought leaders and things like that. And especially for those folks, I mean, yeah, you could set out your resume and spiff up your LinkedIn page, and that's all great. That's all great. But again, who are you, right? Why should I hire you to do something for my company? Why should I invest in you? And the video just eliminates any question of who this person is. And cause right now you've got a logo, you've got a company name, you've got all this good stuff. You've got your website. That's all great. You need all of that, but you need to go one step further. You need to put yourself out there so people can put a face and a voice with the company name and, if done well, connect with that person to where they really feel like, yeah, I know this person. I liked them already. And I can't wait to meet them or talk to them on the phone about doing something.
And as a sales coach and as a business coach myself, I looked anytime I see something that says, it's, you're more likely to buy, my ears perk up. Right. Well then, I see 85% more likely to buy, and I'm like, Oh, okay, stop presses. There's something here. So, help us. It says visitors who watch a video on a website are 85% more likely to buy. So, I mean, just that I'm putting in I'm putting, I already have one on. So, thanks to you. If I don't have a video on my website and I'm listening to this, like tomorrow, that's on my to-do list. Is call and can, and get a video because where else are you finding stuff? That's increasing the likelihood of buying by 85%. I mean, it's just not out there. So how does, what's the difference between a static website and that video? What, what, what goes on in somebody's mind when they see that?
Well, you're going to get visitors to a website who are interested in you, your service, your product, but okay. So, you get them there, and the next step is getting them really interested in taking that next step and picking up the phone and shooting you an email. And I'll just go back to what I tell folks all the time. When's the last time you had to fix something that you opened a paper manual and started reading it. You got it, YouTube. Right? Right. I don't know how stuff is going to happen. So, what happened? You go to that video. So, when you go to a website, and there's a video that explains everything, Hey, here's what they could do for you. Here are spreads here. Some client testimonials, people are going to say, oh yeah, click, click, click, click, click, and watch all this stuff.
And just suddenly, they're going to say, Hey, this guy really has it together. This guy is successful. He can add value to me. So, it's just that we are this video generation right now that video drives us. It's who we are. It's, it's what we do. You see it all over the place. And to have a website and a lot of folks, they spend a lot of money building their websites, and that's great. But if you don't have the content on that website, that will keep people there or get them to buy. It's the sound of one hand clapping. You could have nice little, still pictures and wonderfully written paragraphs, and that's all fine. But again, to get back to answer your question, people's level of interest once they see you.
And once they feel again that connection with you is exponentially higher than just reading. Like, okay, this, this little line, this I do this, this, and that's fine, but why are you different? The folks who click on those playback buttons, and again, everybody almost feels like they have to watch it. They really get their interest level increases tremendously. If that video is done well and clicks off all the boxes emotionally, and that's what we do, we've made sure that that video will appeal to an audience. I mean, that's been my whole life, right. Appealing to what audience, whether it was a TV news guy or now is someone who's producing videos, will move people. And that's what we do, that's our skillset. And it's just a lot of fun seeing those folks connect.
Yeah. So, a personal question. What side of the camera do you like to be on better? Well, I am usually a performer. I've done some work in front of the camera here, but it's sporadic, and that's fine. I've had enough FaceTime for 50 lifetimes once in a while. Back in those days, we had in-person events. I would emcee some things, and that's, that's a lot of fun. I enjoy that. But now, really, I love it behind the camera because I just love putting people at ease to tell their stories. Many people are like, I am so afraid of going on camera, and that's natural. , it's a little intimidating, but when I tell them is once you get going, start starting to talk about who you are and what your business is and what you bring to the table, right?
You don't need to rehearse this, right, because it's your life every day. And once you get going, you're not even going to realize you're on camera. And I mean, our setup is very simple. It's myself, and it's a videographer, some lights. We don't have a six-person crew. I mean, our overhead is very lean, and mean we would like to keep budgets very reasonable. And in 20 years of doing our morning show on channel six, I dealt with many very nervous guests who came into the studio, and without question, they should have been. I mean, our TV studio is your kind of spooky overhead light grids and these robotic cameras rolling around. So, I developed a pretty good facility for putting people at ease. And the only thing I always tell them again, and I mentioned this a little while ago, this is not live. It's not on TV. It's not a first tape thing. If you mess up and want to start again, you can, and we'll work with you and get you through it. And that, for me, is really rewarding. Just seeing people pop on camera, helping them pop on camera, to tell their stories and improve their businesses well, and
Say firsthand that I was number one, I was intimidated to be on video. Number two, I was intimidated to have you there because of your status in the community. And so, I was doubly paranoid, but you're a hundred percent, right. You really made me feel comfortable. I mean, you even taped one of our live audience presentations. So that was awesome so that people could see me actually speaking. Cause that's what I was promoting on my video, one of the things. And so, you are a hundred percent accurate in that you made me feel way more comfortable than I probably should have felt if it would have been live TV. Yeah. That's I've done that before, and I think you're, you're paranoid until you get on, right. And for whatever reason you sit down or whatever happens in that live segment and, and you kind of get carried away and just tell whatever story you're telling. So personal experience, you did a great job.
Well, thanks. I really appreciate that day. Once you got going, man, I didn't have to do much really killed it out there. It was great.
Thank you. Thanks for the kind words. I, I just am encouraging people who are listening, that it is not as difficult as it feels. And when you look at the number of advantages that video brings, the last one that I wanted to talk about was, people, spend 88% more time on a website with video. We're, we're all looking for ways we're tracking, Hey, this person was on my, on my site, nine seconds. This person was on my video or my website for90 seconds, and the huge difference nine verses 90 and all that. So, 88% more time on a website with video. Do you normally see multiple videos, then once somebody kind of clicks on one, did they tend to just kind of stay in that on that website longer? Is that why you see that increased time there? Yeah.
That that certainly can't be the case depending on the web designer and how that is set up and how those videos are presented. Generally, an ideal scenario would be to have a number of videos on that landing page one. That's maybe the comprehensive video that tells the whole story, and then maybe two or three that are maybe short client testimonials and, or just maybe a deeper dive. And I say a deeper dive, like a minute, just on one aspect of the company, if somebody is particularly interested in logistics, okay. Here's one video just about logistics, about what we do, things like that. And, but the easy answer is that people stay longer, Chris, there's just more stuff. There's more stuff on the website that says, okay, here's this printed testimonial. You read that like five seconds, but if you have several minutes with a really quality video, that will keep the retention again. There's more for them to do there. There's more reason for them to hang out, and that's a great advantage. The longer they hang out, chances are, the better your chances. Aren't making sense.
Wow. Yeah. So again, when you start looking at the numbers here, the power of the video all of a sudden takes on a whole new persona, and we see more and more videos, as I said before on LinkedIn. It's all of a sudden. I'm getting to the point where if it's just taxed, I'm not even really looking at it anymore. I think there are three levels for my text. I just kind of blow by the picture. I kind of stop. And look, if I'm interested, I'll learn more. And then video, when I see that play button that that triangle that I want to click, it's like, I don't know. And, and, but also, which is another thing I want to touch on before we land here the first few seconds of this video is got to be more and more important because I realize I used to do like if I was doing an event. I would be inviting let's say I'm doing work for an association. And I would say Hey, welcome. A lot of people would already click off of that. So, I'm starting with a compelling question, and it actually talks about content. So, are you noticing that that first X number of seconds is just crucial for people, whether they stay on a video or not?
Absolutely. And I mean, let's face it, our attention spans. Are they expanding? They're getting really small with all these streams of media out there. You got to grab them out to great music, legends, Tom petty, don't get to the chorus, Smokey Robinson. If you don't grab them in the first 10 bars, you lost them. And that's exactly what you said.
I mean, you've got to, again, it's got to be memorable, and it's got to connect. And the third part of that is it's got to connect quickly because there's just so much other stuff out there that if people don't feel like they're invested in that first few seconds, right. , chances are you're going to lose them. So yeah. , it's a, it's an interesting phenomenon and a real challenge for us. I mean, cause there are a lot of stories out there that are pretty detailed and pretty deep. And you can't get into every bit of minutia, but you have to hit quite a few points. And our challenge has been to do that in. An ever-shrinking window just goes to the realities of where we are. But I like what you said earlier about, you look at print a picture and then video of that level.
And I have a friend who has a saying, it's crawl, walk, run. And video is running, man. That's when you are up there, and you are going full bore and putting yourself out there the best way you can.