How I get a 35% response rate on video prospecting

After sending 10,000 videos, I've been able to reverse engineer what makes a good video.

35% response rates. Consistently.

Today I'm breaking down the exact 5-step formula that gets prospects to actually reply to your video messages.

Before we go into that, we have a good amount of new subscribers, and I want to make sure everyone understands the mission I have with this newsletter.

My whole mission is simple. Make elite sales tactics simple, human, and scalable with soul at the core. Yes, we'll teach innovative ways to do outbound with AI and social selling; however, the focus is on using AI to make your approach human.

That's why I share everything I learn, the wins, the losses, and the strategies that actually move the needle.

That's why we're going deep with video today, because I'm seeing it work across multiple personas. NOT just marketing and sales.

Let’s dig in. 

COMMI$H’$ 5 $TAR TIP:

Look, I know some of y'all hate sending videos. But it's one of the best ways to stand out right now. 

The reason is because it's human. And it's hard to fake in an AI-driven world.

Well, for now anyway.

Plus, I would encourage you all to think about how even if you don't like receiving something, it does not mean someone else wouldn’t reply to it. For example, I don’t email at all, yet some of my buyers prefer it, so I still send emails anyway because people prefer it. 

Anyways, I tried to make this formula a dope acronym, but UMGSC is ugly and hard to remember. So here's the raw breakdown that actually works:

The 5-Step Video Formula That Slaps:

1. USE THEIR NAME (Multiple Times)

This sounds obvious, but you'd be surprised how many reps forget this basic thing.

Don't just say it once. Sprinkle it throughout.

For example, say it in the beginning then later in your value prop. 

Keeps the video engaging. 

2. MAKE AN OBSERVATION

Cold video messaging people without a reason is a great way to waste your time. So let's not do that. 

Every time you send a message, ask yourself: "What observation do I need to make before I send this?"

Great observations:

Examples:

"Hi John, congrats on joining XYZ as CFO."

"Hi John, loved your comment on Sally's post about the evolving CFO role."

"Looks like you recently attended our webinar on [topic]..."

This makes a good first impression.

3. GIVE CONTEXT TO THE CONTEXT

This is where I used to mess up big time. I'd get excited that someone got funding and be like "Congrats on funding. Looks like you have money. Spend it with me."

This ain't it.

Now I coach on explaining WHY you're reaching out based on that observation.

Examples:

"Hi John, congrats on joining XYZ as CFO. Typically when I see new CFOs joining companies in Q1, they're focused on maximizing their first 90 days because of [insert pain point]."

Context shows you know their world, which they respect.

4. STATE YOUR UNIQUE VALUE PROP

This is where I would bore prospects because I'd sound like an infomercial. The goal is to create a unique value prop, not just a random one.

No shade on marketing, but their messages are for the masses.

We're doing 1:1 relevant personalization here.

Example:

"John, we've found 38% of CFOs in the SaaS industry saw revenue increases when implementing ABC's financial process software in their first 90 days."

5. CLOSE WITH A SOFT CTA

The key is inviting them to walk through your door without being pushy. I talked about this in another newsletter, but it's about creating a frictionless experience.

Examples:

Here's the full flow in action:

"Hi John, congrats on joining XYZ as CFO. Typically, when I see new CFOs joining in Q1, they're focused on maximizing their first 90 days.

John, we've found 38% of CFOs saw revenue increases when implementing ABC's financial software in their first quarter.

Out of curiosity, would you be open to a deeper dive on this?"

Bonus tips that boost response rates:

That's it. 

No tricks. 

No manipulation. 

Just a human connection that converts.

P.S. This is only the tip of the iceberg. I'm hosting a masterclass on video prospecting on what to do AND what NOT to do. Sign up here. 

CHEAT CODE$: Sponsored by Consensus

Most reps miss the goldmine hiding in their demo analytics. Well, first you need a tool that can do that, which is why I am using Consensus as an example on how to run these plays. 

Anyway, back to the story. (Going to have some fun and use a fake company name)

Last week, Sarah from The Shire shared our demo with 5 people internally. But she only shared ONE specific video, the 3-minute section about social selling and how it increases your overall pipeline attribution. 

That's when it clicked.

She wasn't sharing features. She was sharing the EXACT pain point that resonated with her entire team.

Now I know their internal language. I know what matters. I know how to message every other Sarah at every other company.

Here's the Champion Identifier Play I run with Consensus:

Step 1: Watch who shares what

When someone forwards your demo to 5+ people, pay attention. If one person in The Shire likes it that means the whole town is talking about. That is where we want to dig in.

Step 2: Track the specific sections they share

Sarah didn't share our full 15-minute demo. She shared 3 minutes about social selling. That tells me everything about their actual problem and where I need to dig in.

Step 3: Call your champion immediately

Pick up the phone, people. So many amazing things happen when you do this. 

"Sarah, I noticed you shared the social selling section with your team. Walk me through what resonated most?"

Now she's telling you:

• Their internal language

• Who the real decision makers are

• What objections you'll face

• How to enable her to sell for you

Leverage the insights to get the real data. 

Step 4: Arm them with ammunition

Based on what sections they shared, create custom materials that speak directly to that pain. Make your champion look like a genius to the people internally. 

Step 5: Clone the message

Use that exact pain point and language to message other VPs of Sales at similar companies. I call this mirror prospecting because we already know the pain point that correlates with the solution. 

With Consensus, I see:

• Exactly which sections get rewatched

• Who they share it with internally

• Where prospects spend the most time

Instead of "just checking in," now you can follow up with precise messaging that people care about. 

When you have real data, you can have real conversations that convert into pipeline. 

Start digging into Consensus today to see how you can power this play.

THE JOURNEY:

Morgan will be back next week with his regular programming!

WATCH. LI$TEN. LEARN.:

LinkedIn Post You Missed: How I'm changing the narrative. (2 min read on my personal journey as a founder.)

YouTube Video of the Week:5 LinkedIn AI Strategies That Actually Book Sales Calls (All my AI best practices packed into one video) 

Everyone, have a blessed week, stay safe, and continue to pursue excellence. 

Cheers,

Morgan J Ingram

P.S. How many of you have actually tried video prospecting? Great? Terrible? Hit reply with where you are at.