Chapter Three

Best practices for creating sales videos

The more effort you invest into your sales videos, the greater dividends they’ll pay. The tips in this chapter range from the simple (don’t record in a dark closet) to the advanced (how to tailor your videos to a particular buyer persona).

It doesn’t take much to get started, so jump in, give it a try, and keep this guide around for when you’re ready for more pointers!

Tips from the Pros
What are your top tips for creating sales videos?
You have to really wow prospects and give them a reason to engage, and that starts with your thumbnail image. Using an animated GIF with motion can increase your chances of catching their eye. Consider recording in front of an interesting locale or, my favorite, weave a story into the video, and just have fun with it. If you’re being yourself and connecting in a more casual manner, prospects can sense that and it puts them at ease. Then you’re in.
Ryan O'Hara

VP of Growth, LeadIQ

Watch a video Ryan’s team used to drive event sign ups.

At the most basic, make sure you’re seen, heard, and taken seriously:

  • Lighting: Natural lighting is best and, often, free. Record videos in front of a window in the morning and afternoon to avoid harsh light. If you dedicate a conference room as a recording studio, make sure it has soft lighting.
  • Sound: Record in a relatively quiet space or use headphones with a microphone to dampen background noise.
  • Location: Any backdrop will do. Part of the appeal of personalized one-way videos is that they contain authentic imperfections. If a background is too manicured and looks like a movie set, it can actually hurt you. Try to tailor the background to the situation, and always dress the part. If you’re selling enterprise legal software, don’t record from your kitchen in your pajamas while your cat knocks things off the counter behind you.

The agency PUNCH! takes backgrounds to the next level by preparing spaces for its sales team to record. Each conference room sports different wallpaper designed to appeal to each buyer persona, such as wood and brass paneling for startups and more staid cubicles for large enterprises. While the approach PUNCH! takes is certainly eye-catching, it’s not a prerequisite for getting started. A good background can be as simple as finding an uncluttered space with a bit of visual interest such as a textured wall or busy office.

Pro tip:

Have reps take advantage of new and interesting locales. Yasemin Ozderya, a Business Development Rep at Vidyard, traveled to Rome and recorded a series of video snippets featuring the Colosseum in the background which earned lots of interested responses.

Above all, be interesting

As more sales reps are using video to sell, they’re raising the bar for what counts as creative. That starts with the thumbnail. Does the thumbnail make prospects curious? Does it hint at some value concealed within the video? Is it so strange prospects can’t help but know more?

An easy way to capture attention is with motion. With Vidyard, salespeople can use a GIF as their video thumbnail. It’s eye-catching and tells a story. For example, in one video, Bizible’s team hesitantly steps in front of the camera and waves, making viewers want to wave back and, perhaps, click.

Once your video is rolling, you have to sustain the viewer’s interest. Just because they clicked doesn’t mean they’ll stay, and you must get to the point fast, telling them what they’re going to get from the video, or asking relevant and probing questions.

Above all, keep experimenting. Hold contests on your team to see who can come up with the most creative way to deliver an effective message while still entertaining.

Tailor your videos to the buyer persona

It’s age-old advice, but it’s true as ever: Always show you’ve done your homework. Don’t reach out to prospects with questions that you easily could have answered by looking at their website. If you talk about your product, do so in the context of their challenges and what it means to them personally—like making them so successful they get promoted.

Ready to start recording sales videos? Get your free sales video scripts and email templates!

Here’s a simple template for your early-stage sales videos to keep them focused on the buyer’s needs:

Why them? In the first five seconds, appeal to the prospect’s ego. Let them know that this isn’t a batch-and-blast message and why it’s in their interest to keep watching.

I reached out because you recently shared a fantastic article…

Why you? Explain how you’re going to add value to their business. Don’t pitch features here, pitch benefits. The goal is to convince them to schedule a call, so leave them with at least a few lingering questions.

We can help you hire better recruits in half the time…

Why now? Explain the compelling event.

Roles are getting harder and harder to fill and the inevitable Q4 hiring freeze is coming up…

Call to action: In as specific terms as possible, suggest a date and time to talk or meet.

Can you chat this Thursday (January 10) at 4 p.m. EST? Let’s book it—my calendar will pop up at the end of this video.

Sales managers, team up with marketing to create video templates that accurately reflect each of your buyer personas’ interests. Have a few of your top reps demonstrate how the template should go, and save them in your sales training video library.

The next chapter explains how to fine-tune your team’s video sales to crush their quota.