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6 Ways To Transform Videos Into An Invaluable Sales Asset


Every seller faces the challenge of delivering messages effectively. Videos are valuable sales assets that offer the benefit of delivering a differentiated and creative message with a high degree of efficacy.

While video production may seem daunting, producing high-quality videos doesn’t have to be expensive. Quality isn’t so much tied to the price of the recording equipment as it is the production and thought that goes into the video. A good video tells a story concisely and in a way not possible with written words.

Use the following six tips to ensure your videos are effective sales assets.

  1. Be creative: You don’t need to reinvent the wheel with your videos, but you should embrace the opportunity to do something new. Blogs, whitepapers and other readable content are delivered in a generally standardized format geared toward lead nurturing. But a video is like a blank canvas. Don’t let this intimidate you. Embrace this creative format and think about engaging ways to deliver your message. Look for opportunities to show your audience something that they can’t get through just reading content.
  2. Tell a story: A picture is worth a thousand words, right? Well, a video is worth 1.8 million words, according to a report from the video marketing research firm Video Brewery. Video creates storytelling opportunities that are, frankly, unachievable with written words. This translates into a valuable sales asset. What would take hundreds or thousands of words to achieve with text is attainable in just seconds with video. Take advantage of this format while telling your story. Identify sales conversations you want to resonate with your audience, then set a scene and play it out with compelling characters and visuals.
  3. Use humor when appropriate: For some businesses, humor is never going to be part of their strategy. But comedy, when done well, is an incredibly memorable and effective way of delivering a message. This is especially true for businesses where levity isn’t anticipated. Organizations that step out of their comfort zone and try taking a comedic approach to their messaging may find unexpected success. Just be sure to test the message internally first.
  4. Use professional equipment: Every smartphone on the market today has video-recording options. While many people have created successful online videos using just an iPhone, in the business world, it’s best to stick with professional equipment. Doing so ensures the video quality is high enough to screen it offline. After all, you don’t want to show up to a crowded presentation with a video that’s resolution only allows it to be viewed on a small screen.
  5. Quality over quantity: Producing one high-quality video is better than churning out 10 low-quality videos in the same timeframe. Low-quality videos have a niche on social video-sharing platforms like Vine, Instagram and MixBit. But these videos, while plentiful, are for the most part not professional quality. It might be tempting to expand your social media presence into the world of six-second videos, but for now, it is best not to. These videos are nearly always recorded on smartphones, and the quality just doesn’t stack up to a professionally produced piece of content.  
  6. Timing is critical: Video Brewery reports that the average person only spends two or three minutes watching an online video, and if they’re not hooked within the first 10 seconds of play, they’ll stop watching. The most successful viral videos are brief. It’s not easy to create a high-quality, compelling video that’s short enough to captivate an audience yet still deliver a message, but it’s definitely possible. Take a recent video from the National Highway Traffic Safety Administration as an example. In just 15 seconds, the NHTSA tells a captivating story about the value of buckling your seatbelt. With more than two million YouTube views since its May 2014 publication, the 15-second story is a resounding success by any measure.

If you haven’t tried incorporating video into your traditional lead nurturing process, now is the time. It’s never been easier to record, edit and publish videos. As technology improves, the video-making process is going to change, but the fundamentals behind a good video are bound to stay the same.

The Tellwise Nutshell (TTN): Use videos to achieve what’s not possible with blogs and other written content. The power of visual storytelling is a tremendous sales asset that you should take advantage of. Remember that the most successful videos are captivating, but short. The messaging is sometimes humorous, yet always effective, creative and produced with high-quality equipment.

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