McCarthy’s latest ‘System Video’ Blog article titled “Tell and Sell” is reprinted here. [Article]


McCarthy’s latest ‘System Video’ Blog article is reprinted here.

Tell and Sell

A year and a half ago, Mike Stewart and I were on the phone talking about possible business uses for Internet video.

He pointed out that by simply using an online video to demonstrate how to set up a phone-recording unit he sells, he got a huge boost in his conversion rates.

Makes sense, right?

How many times have you shied away from a purchase, especially in the realm of consumer electronics, where you had the money and the desire, but just couldn’t figure out which model to buy?

I don’t know about you, but it happens to me all the time.

“Why don’t the consumer electronics companies train prospects to use their products with Internet video? Talk about a slam dunk and a massive ROI,” I blurted out.

Well, either they were listening in on our conversation or great minds think alike.

Sony tried it (with help from a Austin-based company called Powered.) The result? Visitors to Sony’s online customer training site convert to buyers at the rate of 25%.

Now Sony is starting to syndicate this content to its retail partners like Circuit City.

Not all multi-billion dollar ideas need to be rocket science.

Hwo can YOU use this?

Ken McCarthy

Ken McCarthy organized and sponsored the first conference ever held on the subject of the commercial potential of the World Wide Web. His company Amacord Inc., formerly E-Media, was one of the first Internet-based businesses in the world.

In addition to working with small and mid-sized business clients since 1993, McCarthy was a consultant to NEC’s Biglobe, the largest online service in Japan, from 1996 to 2001. His book The Internet Business Manual was the first book on web entrepreneurship published in that country. He is also credited by Hotwired magazine with being one of the people responsible for the development and popularization of the banner ad, one of the key underpinnings of commercial Internet publishing.

A graduate of Princeton University, McCarthy came to the Internet industry with a varied background which included technical consulting for two of New York’s top investment banks, lecturing on educational psychology at MIT, Columbia, and NYU, and founding and operating a number of small businesses, including one that helped produce an Academy Award winning documentary. Ken McCarthy is associated with the following blogs: Ken McCarthy’s Blog, System Video Blog and Internet Video Marketing Letter

*IMNewswatch would like to thank Ken McCarthy for granting permission to reprint the latest article.

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