So you have decided the time is right and it is a good idea to put yourself out there (or your product) and make a sales video. It can be a bit daunting though right? It’s not just about talking into camera about what YOU know, it is about answering the customers questions.
A great sales video has 4 key elements. It needs to be high quality to attract attention, it needs to have emotional appeal, there should be useful info wedged in there and there should be a good, clear call to action.
But there are another 3 elements which are just as important. The overarching rules in any great sales video is storytelling, timing and length.
So let’s take a look at each one and work out a nice timeline to get this all done in around a minute. Sounds like a mammoth task but it really isn’t. If you think things through, time yourself and keep to your plan, you will be golden.
T – TIMING
H – HIGH QUALITY
E – EMOTIONAL APPEAL
S – STORYTELLING
A – ACCURATE AND USEFUL INFORMATION
L – LENGTH OF VIDEO
E – ENGAGE WITH A CLEAR CALL TO ACTION
These are the fundamental steps required to make a kick ass sales video and these rules can be applied to just about any video.
So let’s take a look at them one at a time:
You have approximately 10-20 seconds to pack a punch early and grab the viewer’s attention. An itchy scrolling finger is waiting for a reason to scroll right past your video, so don’t let them. The average adult attention span is 8 seconds… I’ll leave that one there. This really is the time when the viewer will decide if your video is going to be something they are interested in, so make sure you get the good stuff up front!
🌶 HIGH QUALITY
A high quality video will always attract attention better than a grainy, fuzzy, wobbly video. There is no doubt about that. The importance, however, is not just about keeping the attention with high quality video but rather to understand that quality means attention and attention leads to conversion. A good quality video will always outsell a poorly made video.
🌶 EMOTIONAL APPEAL
People decide based on feeling, need or emotion and not through a logical thought process. That’s why intangible benefits are the key to persuasion. You want to leave the customer feeling emotionally connected to the product of service. Be that making a service less difficult to understand or a product look so classy and cool (think Apple) that they don’t want to miss out.
If you want your customers to not just listen but want to listen then storytelling is vital. Storytelling is how we have learned from generation to generation for hundreds of years. Stories appeal to both logic and emotion by combining facts with narrative. If you want to engage your customer and draw them into your world so they may potentially transform any beliefs to align with yours, storytell! This will motivate them to act and buy from you.
🌶 ACCURATE AND USEFUL INFORMATION
Your customer may well have made an emotional decision to buy your product/service and then fell in love with the story you told but in order to move forward they must justify their decision with fact. The psychology behind buying tells us that so long as we can justify our decision, it is the right one. In order to do this, you need to ensure your customer has all the relevant, useful and correct information they need in the video, to buy from you.
We know from Timing that we need to engage our audience quickly, but once they are engaged, how long do we keep them engaged for? Depending on the video this varies wildly but for a sales video, 30-60 seconds is the right mark. This length of video will allow you to fit in all the 7 elements of a great sales video without any compromise.
🌶 ENGAGING WITH A CLEAR CALL TO ACTION
If you have kept your viewers attention all the way through to the end of your video, then be sure to make it very clear what you would like them to do next. This can be anything from a “learn more here” “follow us on socials” “check it out on our website” “download this voucher” – whatever you want the viewer to do next, tell them or in this case show them!
If you can keep these 7 rules in mind when you are either making your own video or working with a video production team like us then you will have a killer sales video on your hands.
If you want any other information on making sales videos, then head to the blog page on our website, there is lots of helpful information on there.