Ugly videos convert better than pretty, professional ones.

Not saying my friend, Hans, is ugly– but the intentional style of filming feels spontaneous– not ad-like.

So do you want to drive sales or just look pretty?

You can still be “on-brand”– since what we want to do is have a mix of videos that drive a combination of authenticity, intimacy, and authority.

If all you have are buttoned-up, in-studio, professionally shot videos, then you don’t seem like a real human or friend that prospects could do business with.

Think about it– and why intimacy/trust is how people buy because they feel like they know you.

Look at the results he mentions below and let me know what you think.