June 15, 2020·5 min read

Video for sales isn’t rocket science, but there are a few things you can do to improve the quality—and the impact—of your sales videos.

The more effort you invest in your sales videos, the greater dividends they’ll pay.

Best practices for creating effective sales videos range from the simple (don’t record in a dark closet) to the advanced (tailor your videos to a specific buyer persona).

There are four key things you should do to capture your viewer’s eye, keep their attention, and drive them to take action.

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.

Learn From the Pros

Inbound evangelist, George B Thomas demystifies the video creation process in his session from Fast Forward. He shares all the tools and tips he uses on a daily basis to not only grow thought leadership, community, and leads but revenue as well. If you’re ready for a simple solution when it comes to creating amazing videos that will produce positive ROI, be sure to check it out.

  1. Contents
  2. 1. Get the ‘Production’ Basics Right
  3. 1.1Use the Best Lighting Available
  4. 1.2Get the Clearest Sound Possible
  5. 1.3Choose Your Recording Location Carefully
  6. 2. Capture Attention with Animated Thumbnails
  7. 3. Always Be Interesting
  8. 4. Tailor Your Video and Your Message to the Buyer Persona

1. Get the ‘Production’ Basics Right

At the most basic, you need to make sure you’re seen, heard, and taken seriously in your sales videos.

You don’t need fancy equipment or tons of video production training to make sales videos. So long as you keep these classic filming principles in mind, your videos will be golden.

Use the Best Lighting Available

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.

Get the Clearest Sound Possible

Record in a relatively quiet space or use headphones with a microphone to dampen background noise. (If you’re still getting a lot of extra noise, try using a noise cancelling app like Krisp.)

Choose Your Recording Location Carefully

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. Likewise, a blank white wall is the kiss of death. Not only does it say nothing, it’s also boring.

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.

Learn From the Pros

Yasemin Ozderya, a Business Development Rep at Vidyard, traveled to Rome and recorded a series of video snippets featuring the Colosseum in the background. Needless to say, it earned her lots of interested responses.

It’s good advice for other reps: Whenever possible, take advantage of new and interesting locales.

The agency Punch! takes backgrounds to the next level by preparing spaces for its sales team to record. Each conference room at their office 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.

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