In Paducah, Kentucky, a local car dealership has become something of a phenomenon, known for its engaging video content during local news segments.
When you think of the classic car salesman, images of polyester suits, colorful Hawaiian shirts, and shiny gold chains might come to mind. While that stereotype might fit some, the dealer I’m referring to has chosen a different approach. He opts for a smart, polished look, typically donning a sweater or collared shirt, with his signature white hair and goatee making him instantly recognizable.
What sets him apart? His commercials are filled with memorable quirks. He often refers to the cars as “this guy,” a phrase that seems unconventional yet effectively captures the attention of viewers. His playful, almost goofy persona has sparked jokes and mimicry on local social media. He seems to stumble over microphone cords or bump into the vehicles he’s promoting, taking a few moments to apologize for his clumsiness—an act that feels both relatable and intentional.
With lines like, “This guy here is just $399 a month with $1,000 down, and it’s got all the bells and whistles—it’ll even drive itself down the road,” he embodies a casual, approachable marketing style.
Those of us who have lived in the Paducah area for the past 20 years can easily picture him. Interestingly, my personal interactions with him starkly contrast the persona he displays on-screen. In person, he’s more serious, direct, and sometimes even brusque—far removed from the jovial character viewers see on television.
So, how does this all relate to the shed industry?
It’s about the potential impact of incorporating video into your marketing strategy. I’m not suggesting you start calling your buildings “this guy,” but consider the memorability of his approach. Is that the brand image you want for your shed company? Probably not, but it underscores a key point: memorable content leaves an impression.
You don’t need to look far for examples of effective video marketing in our industry. I recommend following Martha Yoder from Yoder’s Sturdi Built Buildings in Bowling Green, Kentucky, and Laurie Jean Washburn of W5 Portable Buildings in Canton, Texas. Over the last six months, they’ve been sharing entertaining, informative videos that showcase their personalities and engage potential customers. It’s about connecting before customers even set foot on your lot, fostering familiarity that can ease the sales process.
In today’s market, a recognizable face and an established brand image can transform a typical visit into a meaningful connection. Videos not only build familiarity but also create a series of touchpoints that can guide customers toward making a purchase. The more they see you, the more likely they are to engage with your offerings.
Of course, some might hesitate, thinking, “That’s not me; I don’t like the way I look or sound on video.” I get it. Yet, that’s how you look and sound every day—we’re just capturing it on a different medium. It’s crucial for anyone in sales to become comfortable with this aspect of modern marketing.
I find great value in various types of videos: product demonstrations, how-to clips, lifestyle segments, testimonials, and brand stories. Having a compelling story on your website is essential in today’s digital landscape. Every new generation adapts more quickly to these changes, and the way we shop is evolving.
Consider this: many people are not only looking for products; they’re looking for connection and reassurance in the brands they choose. Often, we fall into the trap of thinking consumers shop like us. However, I’ve seen salespeople emphasize quality, only to seek discounts when making their own purchases. In today’s world, it’s crucial to remember that the online retail landscape is shifting—video calls are becoming a staple in sales.
I recently had a conversation with the team at liveswitch.com, who have revolutionized customer interaction by eliminating the need for in-person meetings through live video feeds. This innovative approach allows retailers to connect more meaningfully with customers—a tool I believe every retailer should consider.
According to giosg.com, video is the most effective way to educate your customers, significantly boosting sales. Their research suggests that 81 percent of marketers say video has directly increased their sales, with website videos raising conversion rates by up to 46 percent. Furthermore, 88 percent of consumers report being convinced to buy a product after watching a video.
If you’re encountering challenges in sales, I strongly encourage you to integrate video into your strategy in 2026. Whether you take a fun, festive approach like Martha and Laurie, or adopt the quirky, memorable style of our local car dealership, capitalize on the sense of sight to engage potential buyers. You might just find yourself becoming the local “shedlebrity” on social media, resulting in a significant uptick in sales.
Video marketing can offer tremendous benefits in creating lasting impressions and fostering meaningful connections with potential customers. Embrace this opportunity, and watch your business thrive.
