Michael Kooi
Video
As a writer, I tire of hearing about how "nobody wants to read anymore." Fortunately, I enjoy producing compelling video content just as much - mostly because the same concept development, research, interview and storytelling skills still apply.
1
Boots on the Ground Series
At StoneX, we believed that we had two significant advantages over our competitors: 1) Many of our brokers, traders and salespeople had real-life experience with the underlying assets on which our derivative contracts were based, and 2) our global footprint meant that we had professionals already "on the ground" in some of the most important financial markets, which we believed gave us an edge in market intelligence collection/dissemination and responsiveness. We developed this video series to let our pros describe these advantages in their own words.
2
Building trust is a must when trying to turn a prospect into a client. By showcasing our professionals in our business-line marketing, we could answer questions about "who will I be dealing with every day" and help allay concerns about "bait and switch" by introducing the actual team members that will be handling the account if a prospect hires us.
3
Customer testimonials can be highly effective because they put prospects in the shoes of peers who have already made the decision you want them to make -- and are happy they did. In financial services, testimonials can be exceptionally hard to get, however, due to confidentiality and compliance concerns on both sides. But if you can thread those needles and let the subjects speak in their own voices (instead of trying to put your words in their mouths), you can end up with a compelling product that rings truer with prospects than any slick piece of copy you put together.
