Jon Cheplak and the Powerful Vehicle of Video
At twenty-one years old, John Cheplak was a bouncer for a teenage nightclub in downtown Seattle. After the nightclub closed, he was the janitor. He also worked for a seafood warehouse where his duties entailed packing orders and delivering them all over Seattle, leading to a one-hundred ten to a one-hundred-twenty hour workweek.
At his mother’s recommendation, he joined the real estate business, where he quickly saw a need for leadership and guidance. After learning strategies and skills from his mentors, he was able to begin coaching and training other leaders and agents throughout North America, which has since grown to worldwide status, on the tools of marketing and “the powerful vehicle of video.”
In John’s first days of coaching, he would fly into cities on the redeye and book the cheapest rooms possible that could fit twenty-five chairs. He would conduct half-day seminars with the hope of recruiting people to work with him, with times of only one person joining and having twenty-four empty chairs.
“The credibility and authority that was built over time as a result of video were immeasurable.” Clients recognized John as a result of his video. People could consume his content, experience John as a leader and coach, and integrate his help freely before John helped them.
John’s consistent video and content creation led to him being able to him traveling and speaking internationally. He was hired to speak at an event in front of thousands of agents simply because the executive team liked an interview video had that had been filmed in a Starbucks.
The first thing that comes to John’s mind about video is being different. “My crappy video keeps out-performing your absent one,” he says, “and it will continue to. Time and again.” According to John, all you need to make a video is a cell phone and some guts, and a whole lot of heart. Agents have broken sales records by doing market snapshot videos in selfie mode. People have had success with high-level production video, and people have had success with low-level production. Either way, it just needs to get done.
Storytelling, according to John, is the most critical way to capture and sell without selling. Ultimately when it comes to sales, we need to be relatable. Storytelling humanizes you and helps you to find someone that fits into your story.
“The biggest mistake people can make in video is the further they move away from who they are, actually reduces the opportunities they had with what’s right in front of them.”
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