November 4, 2015

How to establish trust online in less than 3 minutes

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A case study on Avi Rosen: Paralegal

What would you say if I told you that you could develop relationships and establish trust with your clients before EVER even meeting them. May sound a little silly right? How can you truly get a feel for a person and their approach without meeting them face to face? That’s the topic of this week’s blog. We take a look at how paralegal Avi Rosen used Video to build trust online by sharing his face and the personality behind the brand.

Avi Rosen - Iconica Communications

Video has quickly transformed the digital marketing landscape with its captivating and powerful messages. According to Cisco, by 2017 video will account for 69% of all consumer internet traffic. So it’s about time for businesses of all sizes to begin contemplating how best to integrate it into their marketing strategies.

When we were originally approached by Ari about this project, his goal was to educate potential clients about his background, areas of expertise and how he could help them. However, a pleasant side effect was that it allowed him to connect with his audience in a way that simply can’t be translated in words, or even images.

We also, more than ever, want to do business with REAL genuine human beings. When people are making a decision online, they want to … most importantly realize that you’re approachable, authentic… and human!

They say a picture paints 1,000 words. However, according to Forester’s research, 1 minute of video is said to translate the equivalent of 1.8 million words! Can you imagine the time and energy it would take you to write that amount of content? Sigh… Exhausting. Not to mention that people wouldn’t bother reading it. The reality is we’ve become lazy and impatient and want our information quickly and easily, or not at all.

We also, more than ever, want to do business with REAL genuine human beings. When people are making a decision online, they want to get a feel for your approach, your mannerisms and most importantly realize that you’re approachable, authentic… and human! YES human! Avi was himself on camera (which isn’t always easy) and was candid and genuine about his approach and what he brings to the table. Watch the video and see for yourself. If Avi can establish trust online in less than 3 minutes… so can you!

J.P. Miles
Director of Photography & Video

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