How Personalized video Content Wins More Car Buyers | Andrew Myers
Car buyers do most of their homework before they ever walk onto a lot. Cox Automotive's 2025 Car Buyer Journey Study found the average buyer now spends close to 15 hours researching online, and roughly three-quarters of that happens before they contact a dealer directly. Video is a big part of that research. Dealership websites that include video convert 65.5% better than ones that don't, and 78% of shoppers watch video reviews before they buy.
That's the world Andrew Myers has built his career around. Myers owns Parachute Video Ads and joined me on The Dealer Playbook to talk about how dealers and salespeople can use personalized video to earn trust before a customer ever sets foot in the store.
Meet Andrew Myers
Myers started selling as a teenager, going door to door with toys at 16. That early sales instinct eventually pulled him into staffed event sales at dealerships around the country. From there he founded What's Next Media, a Seattle video studio built around automotive sales video, which was later acquired by an automotive advertising firm.
His next move changed how he thought about video ads. Instead of one-off commercials, Myers built a system of connected videos that mirror how a real sales conversation actually flows, an approach that works especially well for small businesses. He's spent years training people to simplify video production so it doesn't feel like a barrier. Pair that with his sales background and you get someone who can teach almost anyone to make an engaging video with nothing but a smartphone.
AI can help you produce content. It can't tell you if it's good
We spent part of the conversation on AI's role in content creation, and Myers was direct about where the line sits. AI can draft, edit, and speed up production. It can't tell you whether the finished product is actually good. As he put it, you still have to be the person who decides the flow, knows the reader, and makes the call on what works.
That judgment is the skill that matters most going forward. AI isn't going to replace the people making content. It's going to shift who gets to make it, toward the people who already have an eye for what doesn't suck.
You don't need to be a video star. You need to deliver value
A lot of salespeople talk themselves out of video because they don't think they look right on camera. Myers pushes back on that directly. Personal branding on video isn't about being polished or camera-ready. It's about whether you're delivering something a customer actually values. Salespeople who lead with value build trust and move people to action a lot faster than the ones chasing a perfect take.
Build a process: the 45-second testimonial
Consistency beats production value. That's echoed in a separate Web Powerhouse analysis of 14 dealership sites, which found stores publishing 4 to 8 short-form smartphone videos a week outperformed stores releasing one polished brand video a quarter, by more than 3 times on test-drive booking attribution.
Myers has a specific format he leans on: the 45-second customer testimonial. It's short, repeatable, and hits several marketing goals with a single shot instead of scheduling separate content for each one.
Humility sells: let your customers do the talking
Sharing customer stories, and letting customers speak for themselves on camera, does more for a personal brand and a dealership's reputation than any self-promotion could. Myers calls this the humility effect. Handing the mic to a happy customer signals confidence rather than insecurity, and buyers notice the difference.
Sell through service, not through pressure
Myers frames the whole approach around selling through service. Put the customer's needs first, treat the sale as a byproduct of good service, and long-term success follows. It's a shift in posture more than a technique, and it shows up naturally on video because service-minded content doesn't need a hard sell.
Stay connected after the sale
Video isn't just a tool for winning the first sale. Myers talked about using it to stay in touch with customers over time, so the dealership stays top of mind well past the delivery date. That ongoing connection is what turns a single transaction into a repeat customer and a referral source.
The economics of a personal brand
We closed the conversation on the value of personal branding itself, using Robert Weissman as an example of what's possible. A strong personal brand opens multiple paths to more income, a stronger position inside a dealership, and more profitability for the store. Done right, it's a win for the salesperson and the dealership at the same time.
Listen to the full conversation
Andrew Myers packs a lot more into the full episode, including the specific mechanics of his interconnected video system and how he trains people who've never touched a camera before. Listen to the full episode of The Dealer Playbook for the complete conversation.
