He cuts open expensive bags on camera. Here's why.

Imagine having a product or service to sell, and it's how you make a living. The question is, how do you drive traffic to your landing pages? How do you attract more clients and customers? While a viral video would be fantastic, you're probably wondering how it actually translates into sales. Well, here's the short answer - it doesn't.

But hang on for the long answer because it's worth it. Let's look at a brand that might not be on your radar yet - Pegai. They specialize in custom leather goods and while their traditional marketing approach showcased their lovely products, it didn't generate much engagement. That was until Tanner Leatherstein, the founder of Pegai Leather, decided to take a different approach.

Working with Hook Point, Tanner developed a unique format called "Is It Worth It?" In these videos, he deconstructs high-end handbags to reveal the craftsmanship, or sometimes the lack thereof, like this video with 4.9 million views.

Tanner Leatherstein

The interesting thing is that Tanner isn't out there just to sell his product. Instead, he focuses on creating engaging, entertaining, and informative content that people genuinely enjoy. And guess what? People are showing their interest by watching, liking, and sharing these videos. Even if only 1 or 2% of viewers convert into customers, that's still an remarkable achievement, far surpassing what paid ads can do.

Now, you're probably thinking, "How can I sell my own product or service if I'm not directly talking about it?" Well, here's the thing - none of us like to be sold to. Remember those TV commercials we used to run away from to grab a snack? We're highly allergic to advertising and can detect it from a mile away. The moment we sense someone trying to sell us something, we immediately scroll away.

So, the key is to create content that is enjoyable to watch on its own. When people associate your content with entertainment and valuable information, they'll follow you for more. They'll be curious enough to click on your bio, and believe me, a percentage of them will eventually make their way to your landing pages and buy your products. The focus should be on creating content that people genuinely want to watch, and let the viral nature of that content drive traffic to your landing pages.

In a nutshell, it's about engaging, entertaining, and valuable content that resonates with your audience. So, forget the hard sell and focus on creating content that truly captivates. The results will speak for themselves, leading more traffic to your landing pages.