Dos and Don’ts of Creating Sales Videos

11 May 2023 | Madhuwanti Saha
The Dos and Don'ts of Creating Sales Videos That Convert

In the world of marketing, a video can make or break an organisation’s sales record. 

This was especially true for Dollar Shave Club. In 2012, this company went from a small start-up to a billion dollar company, all thanks to their sales video that went viral overnight.

With a simple yet witty premise for an ad, Dollar Shave Club garnered a whopping 12,000 new customers in the span of just two days. Dollar Shave Club’s video-first strategy proves that video marketing is pivotal in gauging the audience in order to drive sales. 

Now, DSC’s success isn’t a common phenomenon. When it comes to video marketing, some strategies work and some don’t. So what makes a sales video a good sales video? What causes it to go viral? How can one craft a high-converting sales video?

Before we get to that, let’s first understand what sales videos are.

A sales video is a promotional video that is used to typically generate leads, help boost sales, and increase brand awareness. It is designed to capture the attention of potential customers and persuade them to make a purchase. 

It can be used in many different formats, such as animation, live-action, mix-media, and more. They can be incorporated into email campaigns, social media campaigns, website headers, etc.

Typically, video production companies excel at creating high-quality sales videos that are tailored to the needs of their target audience, helping to increase conversion rates. But, what are the strategies used to create sales videos that convert? And how can you apply these strategies to your own business? The dos and don’ts are aplenty.

Here we will explore the dos and don’ts of creating effective sales videos that can boost your sales and drive results.

Dos of Creating Sales Videos 

Know Your Audience: Understanding your target audience is essential for creating a successful sales video. Take the time to research their demographics, preferences, and pain points to create video content that speaks directly to them. By understanding their needs, you’ll be able to create a video that resonates with them and increases the chances of conversion.

Keep it Short and Engaging: In this era of mindless scrolling, attention spans are only getting shorter. This is why it’s crucial to keep your sales video short and engaging. Aim for a video that is no longer than a few minutes and gets to the point quickly. Use compelling visuals, concise messaging, and a clear call to action to keep your audience hooked and motivated to take action.

A great example of a sales video that converts is Airbnb’s “Live There” video. It speaks to the needs of travellers by showcasing the unique experiences that Airbnb’s services can offer them. It goes on to show how tourists can find a home away from home where they can live out their normal routine in a new city, be it Paris or New York City, or Tokyo. They kept the story short and engaging with appealing visuals. 

Tell a Compelling Story: Storytelling is a powerful tool for sales videos. Crafting a compelling story that resonates with your audience can create an emotional connection, engage them, build trust, and motivate them to take action. In order to ensure that your message truly resonates, use relatable characters, real-life instances, and a clear narrative to keep your audience engaged.

A brand that comes to mind that uses storytelling as its pillar to connect with its audience is Nike. One of the major reasons why Nike has a loyal audience base is because of their ability to tell stories that invoke feelings of hope and joy. They use emotional storytelling to inspire and motivate their audience to overcome obstacles and achieve their goals. By leveraging powerful narratives, they leave a lasting impression on their audience. In fact, some of their videos are so moving that its hard to watch them without shedding a tear. 

A few instances of their campaigns that reeled in viewers are ‘You Can’t Stop Us’ and ‘Dream Crazier’.  

Highlight Benefits and Solutions: In a compelling sales video, it’s crucial to emphasise the tangible benefits and effective solutions your product or service provides. Clearly demonstrate how your offering addresses a specific problem or fulfils a pressing need for your audience. Make use of persuasive language and visually engaging elements to effectively convey your unique value proposition and stand out from your competitors.

The Apple AirPods Pro promotional video is the perfect case in point here. In the video, Apple showcases the features and benefits of the AirPods Pro, such as active noise cancellation and sweat and water resistance. The video also emphasises the comfort and convenience of the AirPods Pro, highlighting the long battery life and the ability to customize the fit with several different ear tip sizes. It demonstrates the immersive listening experience of the AirPods Pro by smartly playing around with the track Voodoo’ by Badshah, J Balvin, and Tainy to showcase how the track will sound to the listeners.

Add a Call to Action: A sales video should be sharp, persuasive, and provide clear solutions to the viewer’s problems. Highlight the unique features and benefits of your product or service, and provide a strong call to action that prompts the viewer to take the desired action. Persuasive language complemented by appealing visuals (to communicate the value proposition) is an absolute check in the box if you want to stand out in the sea of sales videos.

Don’ts of Creating Sales Videos 

Don’t Be Overly Promotional: While the goal of a sales video is to promote your product or service, being overly promotional can be a turnoff for viewers. Avoid a hard-sell approach and focus on providing value, addressing customer pain points, and building trust. Be authentic in your approach, which brings in credibility which further makes it convincing for the viewer to act on the CTA.

Don’t Neglect the Quality: Poor video quality can detract from the effectiveness of your sales video. Invest in good-quality equipment for sound and lighting to ensure a professional-looking video. Consider partnering with a company that provides video production services to attain videos of the highest quality. 

Don’t Overcomplicate the Message: Keep your sales video message simple and easy to understand. Avoid using jargon or complex language that can confuse your audience. Simplify the technical information to make it easy to comprehend. Using clear and concise messaging will resonate with your TG and make your product or service desirable. 

Don’t Ignore Branding: Branding is important for creating a cohesive and memorable sales video. You create a connection and recall value. Ensure that your video aligns with your brand’s tone, style, and values. Incorporate your brand elements, such as logo, colors, and fonts, to create a consistent and recognizable brand presence in your sales video. At the end of the day, a strong brand identity can help to establish trust with your TG and make it easier to persuade them to take the desired action.

Don’t Skip the Distribution: Creating a great sales video is only half the battle. It’s important to have a distribution plan for your video to reach your target audience. Utilize social media, email marketing, website placement, and other relevant channels to promote your sales video and maximize its reach.

These are some of the steps that helps in making sales videos that really moves the needle. At the end of the day, the idea is simple: keep your prospects engaged by making a compelling case for your service or product. And your job’s done. 

Want to create a video that that converts and watch your sales soar? Write to us at [email protected], and we’ll help you create.