Dennis Yu's 3x3 Video Grid
I met Dennis Yu a while back when he swung by our office and showed us everything we were doing wrong with PPC. Five years later, he’s the #1 requested speaker at our annual sales summit and he’s still blowing minds with his brilliant tactics.
To say I’ve spent a while studying Dennis’ ways is an understatement.
As great as the guy is, his guides can be…well…difficult to follow. Here’s my attempt at distilling down his 3×3 video grid strategy and showing you how to execute it.
What is the 3×3 Video Grid?
Dennis says successful marketing requires sequencing people through a WHY, HOW, and WHAT journey. Without this journey, you have random and irrelevant marketing.
The idea behind the 3×3 grid is to film 3 videos for each of those WHY, HOW, and WHAT stages and then sequence people through each stage of the journey with remarketing.
Visually, it looks like this:
It’s called the 3×3 grid because you have three pieces of content in each phase of your WHY, HOW, and WHAT journey.
By sequencing your message, you can guide prospects through the traditional sales funnel—from awareness to engagement to conversion—more easily than if you engage in random acts of marketing.
Step 1: Record your 3×3 Grid
Record the nine videos required for the 3×3 grid.
These videos don’t need to be Hollywood-quality. If there’s no videographer on staff, pull out your phone and get it done.
Here’s what you should cover in the videos…
WHY videos are where you start.
The purpose of WHY videos is to get attention, establish authority, and have a meaningful first touch with potential customers. Here you tell stories from the founder, users, and other authoritative figures. No matter the business, there will always be a story about how it came to be, and by relating to this story, consumers develop an emotional connection.
Example: Health and Wellness
→ Video 1: Talk about a past injury or chronic pain that drove you to open an injury rehabilitation center and help others with their discomfort.
→ Video 2: Refer back to college sports where you pushed your teammates to focus on proper weightlifting, which lead to a career in physical therapy.
→Video 3: Share a story about the first time you received physical therapy and how that drove you to start your own business.
HOW videos come next.
HOW videos teach others what you know—especially what you’d do to solve a problem if your product or service didn’t exist. Teach via simple 3-step recipes of how to get something done without talking about your product. Talk about wider industry issues or interview experts.
Example: Health and Wellness
→ Video 4: Tips on proper stretching techniques for shoulder pain.
→ Video 5: Explain how to deal with mental health issues that stem from a major injury or dealing with the stress of not being able to work due to injury.
→ Video 6: Share tips and tricks for people who sit in an office chair to avoid a tight neck and upper back.