How to make a Sales Video that converts

The sales video is an extensively used resource for people who wish to launch a product on the Internet, whether it is physical or digital.

This method allows the seller to expose all the necessary topics to convince the visitor that that product is ideal to fulfill her needs.

If you understand the importance of the sales video for an online strategy, keep on reading so you can learn all the creation process of an involving content that converts into revenue for you!

1. Involve your audience

The first 5 to 15 seconds of a video are key for your audience to decide if they really want to hear what you have to say. According to YouTube data, this time is when visitors are more likely to stop watching a video.

During this period, you must get closer to the audience and have a creative approach which surprises or gets her to identify with the situation that you will talk about.

Example of how to develop empathy:

Are you the kind of person who can never keep a diet for more than a month and when you look at yourself in the mirror you feel frustrated?

Example of how to generate surprise:

Did you know that your lifespan depends more on your lifestyle than your genetics?

This first sentence should fully relate to your product so the visitor continues until the time of the offer and feel the urge to buy the material.

2. Talk a little bit about yourself

After presenting an interesting fact, do not forget to indicate the source of the information.

This is also the time when you present yourself as an authority on the subject in question, talk a little bit about your professional history and what has motivated you to create a product on that theme.

Example:

This discovery was made by Life Length, a Spanish company and led the National Geographic Society to investigate the habits of Japanese to understand why their life expectancy is so high, with an average of 83 years.

My name is Ana Mitchell and I’ve been a nutritionist for 15 years now. For the last 7 years, I’ve dedicated myself to work with overweight people with the purpose of making a simple, positive change in the lives of people who find it difficult to lose weight.

I love what I do, especially when I see so many people having positive results and adopting a much healthier lifestyle, without imposing radical diets that do not work in real life.

3. Get closer to your audience

Consumers buy for pleasure or for pain and the overwhelming majority buys because of the second factor – they have a problem that needs to be solved.

At this point, you should already have the complete description of your persona and know exactly what her pains are.

This is the point in the video where you can come up with hypothetical scenarios to your audience allowing them to connect with you and understand that you know exactly what they’re going through.

Example:

I’ve worked with a number of people who had low self-esteem because of their bodies.

I’ve also met people that compensated stress, anger or sadness on food and then felt even more guilty.

And I know that it is very difficult to be motivated to change eating habits.

Have you been through this as well?

At this point, if your prospect identifies with what you’re talking about, you catch her attention even more.

Have you noticed that so far you didn’t mention anything about the product?

In the sales process in which there is a sales person working in real time, the concept of empathizing with your consumer is called rapport.

Since in this case there is no direct contact with buyers, you must earn their trust through your tone, examples, always showing that you understand the situation those who are watching you are in.

Once this is done, it’s time to introduce your product.

4. Present a solution

This is the time to talk about your product and show that this is the best solution to your buyer’s problem.

Example:

After working on an everyday basis with people just like you, I have gathered all the content that I use with my clients to make it available for more people who seek a better lifestyle.

I’ve created a complete material that will teach you how to change your eating habits, in a simple and enjoyable way, without having to stop eating all the foods you like the most.

I introduce you the product “Uncomplicated Nutrition”.

At this point, you are making a sales offer, and whenever that happens, the user begins to wonder if it is really worth buying it, if that product will really be useful and it is here that you should think about how to answer all questions and objections.

5. Handle the objections

Before you even write your video script, you must identify the main reasons that would make your persona refuse to buy the product.

Example:

“Uncomplicated Nutrition” is not a diet plan or a magic formula. It was created to any person who wishes to improve eating habits.

There, you’ll learn about the foods that are the villains for our bodies, how to have the discipline to eat right, how to serve a healthy plate, how to add foods that are good for any organism to your diet, how desserts and yummy dishes should indeed be part of our lives, but always moderately.

And in this course, you will also learn how to change your mindset to achieve your healthier lifestyle. All didactically and uncomplicated.

In the passage above we’ve shown that the product has simple solutions for those who have difficulty in achieving the goal of being healthy. If the prospect had any doubts that this was the product for her, now she doesn’t.

If you have testimonials from other people to increase the effectiveness of your statement about the product, even better.

This is what we, from Marketing, call social proof.

A potential buyer will feel much safer if she knows that other people have purchased the same product and achieved the expected results.

6. Show options for buying the product

Many first-time sellers are afraid of talking about the price of the product. But believe me, if your audience feels that the product delivers sufficient value, the price will be fair to them.

This is an interesting topic and one that we discussed in the post “Pricing your digital product“, your price should be closely aligned with what it delivers to the customer.

This is the time to talk about the format of your product (ebook, audiobook, video lessons?), how the user will access it, the price and the warranty to return.

Present this data in a very simple way so as to be possible to assimilate how easy it is to acquire the product.

Example:

The course “Uncomplicated Nutrition” consists of video lessons and is completely online, meaning you can access it at any time from a computer or mobile device.

You will receive your login and password to access the course immediately after the confirmation of your purchase.

Payment is secure and your data is protected.

And the great news is that you will have 30 days to test the product and, if within that period you give up, I’ll refund the full amount to you! All without any complication.

7. Last call

If you are familiar with the digital entrepreneur’s glossary, you know that we constantly use CTAs to call the user for an action.

Your CTA right now will be an invitation for the visitor to make the purchase.

You can emphasize what she misses if she doesn’t buy your product and what she wins after buying it.

For example:

If you don’t care so much about your diet and life expectancy, this product is not for you.

But if you want to live for many years and feel better with your body and mind more and more every day, click on the button below to purchase the course “Uncomplicated Nutrition”.

And we’ve reached the end of a sales video that actually converts. But that’s not all!

To let your sales video even more attractive and unique, we’ve separated some nice tips to increment it.

4 tips for your video to be even more attractive

Size of a sales video

The size of the video relates to the time you can convey all the information to the user, in an involving way, without making her lose interest in what you have to say.

In this case, the script will be essential to guide you through the creation process of your sales video.

There is no formula for producing a sales video that converts. What works for one person may not work out for you. There are many variables that influence the success of an action!
A classical example is the sales video from Dollar Shave Club. It successfully approaches all the topics we’ve just taught you in just 1 minute and 33 seconds.

But there are sales videos for online courses, for example, that go over 20 minutes and play their part very well.

The secret is to identify if the video can hold the visitor’s attention from the beginning to the end.

Authenticity and confidence

Don’t try to be someone you’re not. Always be original and show sympathy.

The consumer must feel you’re talking to her, eye to eye. So, your posture and tone must convey confidence and show that you really understand about the subject. Always avoid words such as “I think”, “maybe”, and others that show that you are uncertain about the topic.

As I’ve mentioned, pricing is a sensitive topic for some sellers. Remember: if you have a quality product, it is worth the price you set. In your video, mention the price with confidence and introduce the advantages of your product.

Copywriting

Copywriting is the art of persuading the reader/listener through words. Study copy techniques to write your script. This way, you’ll have even more chances to convince the visitor about your offer.

Traffic for your video

After your video is ready, you must concentrate your efforts on taking qualified traffic to the page where you host it. Use promotion techniques on the Internet: buying traffic through paid ads, social media, blog, email marketing and chatbot.

Also, understand how your audience reacts to your video by analyzing the time-on-site and rejection rate.

If you’ve liked our tips to make a good sales video, you will also like our post on how to make an excellent video.