How to Make Sales Videos that Convert — The Draw Shop Way
Sales are the engine that powers your business. And having a powerful, high-converting sales video in your corner is like replacing your old, crappy engine with a Star Trek-style hyperdrive.
As in, it can take your revenue and your business growth from zero to light speed in no time!
The question is, how do you make a sales video that doesn’t put your target customers to sleep — and more importantly, sells? You know, does that one thing that’s literally in the name?
You’re about to find out!
After making thousands of videos for hundreds of clients — from billion-dollar companies to one-person small businesses — you could say we know a thing or two about creating effective sales videos (#humblebrag).
In today’s article, we’re going to let you in on The Draw Shop’s process for creating high-converting sales videos for any product or service. That’s right: we’re going to peel back the curtain and show you exactly how the proverbial sausage is made!
This week, you will learn:
- The exact process we use to find the right message and story for a sales video
- Our “PSA” structure behind every sales video from The Draw Shop
- The “double act” approach that lets us create super-memorable visuals
- Why facts have to take a back seat to emotions in any good sales video
Step 1. Find your story and message
Great marketing is less about creating a message and more about finding one. That means…
- Finding your “one person” — a.k.a. the intended viewer of your video. Because it’s a sales video, it’s almost always going to be your target customer.
- Finding the problem — what they’re struggling with, how it plays out in their daily life, and what kind of pain it causes them (more on that later).
- Articulating the solution — the unique way your product and service can help to overcome the problem.
- Identifying the action — as in, the next step your customers need to take to get them where they want to go.
See? No need to pull anything out of your… ahem, brain! If your business model is sound and your offer is solid, you won’t have to think too hard before you find all these elements.
Whenever we sit down with a new client to figure out what their sales video should be like, we give them a detailed creative brief to fill out. And we don’t start the video production process until all these elements have been clarified –– in as much detail as possible.
Then, it’s only a matter of putting them together in the right order. Speaking of which…
Step 2. Follow the “PSA” structure
All of our sales videos follow the same proven structure. If you were paying attention to Step One, then you already have an idea of what it is!
It’s super-simple and effective:
We start by describing the pain/problem the viewer is experiencing. Nearly every product or service is easier to sell when it’s positioned as a “painkiller” (something that solves an urgent, burning problem), as opposed to a “vitamin” (something that’s nice to have but not the be-all-end-all).
A great question to ask yourself when you’re creating a sales video is, “Why can’t my customers live without it?” Like, if they had to stand for 2 hours in a blizzard to get their hands on your offer, would they do it — and why?
No matter what we’re marketing, The Draw Shop sales videos always start with the problem first. And once we’ve established that, only then we move on to the solution.
That’s when we explain the benefits of the product or service and connect the dots between the problem and the solution. This section is usually the “meat” of the video, taking up at least 50% of it. It needs to accomplish 3 all-important things:
- Explain how the product or service works
- Set the offer apart from the competition
- Confront potential objections (more on that in Step Three)
After that, we wrap up the video with a call to action. By this point, the viewer knows if the offer is right for them, and they’re ready to take the next step. We give them one simple, specific thing to do that logically leads to the sale— clicking a link, visiting a website, calling a number, and so on.
Step 3. Tackle objections head-on
We sure talk a lot about objections, huh? Well, there’s a good reason for it!
Let’s say that a potential customer is watching your sales video, and they’re worried about something related to your product or service. It could be anything:
- “Is this right for me?”
- “What if I’m unhappy with the product?”
- “How fast can I get it?”
- “What if it breaks?”
You name it. And imagine that, while they’re thinking this, your video just keeps chirping away about how “100%-awesome-nothing-at-all-wrong-with-it-no-siree” your offer is — without acknowledging any potential negatives…
How do you think your viewers will feel? Will they be more confident about buying from you? Nope, just the opposite! And you can’t really blame them.
That’s why your sales videos should never shy away from addressing your customers’ concerns. And that’s why one of the first things we do at The Draw Shop is, we take the top 5 questions customers are asking about our client’s product or service, and we make sure the video tackles them head-on. Because when people see that you’ve thought about their concerns, their confidence in your brand and your product skyrockets!
Yes, we chose two examples about food products. Why? Because people tend to be extra picky when it comes to food! And you’ll notice that both of these videos make sure to address the biggest concerns: from “how can I fit this into my daily diet?” to “what if it spoils quickly?” — and even “what if my kids hate it?”
Step 4. Pay attention to the feelings behind the facts
Here’s the truth: people don’t make buying decisions based on facts. We make them based on emotions — and then use facts and figures to justify the decision to ourselves.
Facts are largely useless… unless they’re backed up with feelings and emotions.
That’s why we’re big on emotion-driven marketing here at The Draw Shop. When we’re putting together a sales video, we always consider two things.
One — how do we want to make the viewer feel? We try to zero in on a specific emotion that easily connects them to our client’s product or service. For example, if we’re doing a video about identity theft, then we want to invoke feelings of:
- Justified concern — “this could happen to me”
- Being in control — “here’s what I can do to prevent it”
- Hope and relief — “thank goodness, I can fix this!”
And two — what can we say to get the emotional response we need? We consider each fact or statement we can add to the video and ask ourselves, “What’s the goal of including this?”
Is it interesting or useful? Does it make the viewer curious? Will it help them to feel at ease? Does it inspire confidence? Like we said, each fact and figure needs to have a purpose beyond just communicating information. It needs to make the viewer feel something.
Follow the same approach in your sales videos, and you’ll find that they become more memorable — and convert better, too!
Step 5. Let the visuals stand on their own
Most marketing agencies treat their sales videos like a “superhero/sidekick duo.” The narration is the hero and the visuals are the sidekick. By themselves, the hero can still kick butt and save the world. The sidekick? Not so much.
Well, here at The Draw Shop, we think of the narration and the visuals as a “double act” of sorts. Each element stands on their own — but when they “perform” together…
…that’s when the magic happens.
We believe that visuals should “hold up” even on their own. If somebody, somehow should watch one of our sales videos with the sound off, we still want them to understand what’s going on, and what the offer is!
That’s why we give our artists a ton of creative freedom to decide what the video will look like. Our scripts have very little art direction — usually, anyway. That means, our artists can come up with much more memorable, distinctive visuals to convey the story.
And to help spark that creativity, we encourage our copywriters to use vivid, visual language that translates to visuals really well. They don’t shy away from metaphors, puns, analogies — all that good stuff! As long as it helps the message land, nothing is off the table!
For example, here’s a video we did for Battle Foam, who sell custom bags for transporting miniatures (for wargames and role-playing games). Our team took the “battle” imagery and ran with it — and the script was all the better for it!
Need some expert help creating sales videos for your brand? Let’s talk!
And there you have it — now you know everything you need to create highly effective sales videos The Draw Shop-style!
And by the way, our method works for any type of marketing video, not just sales videos. We use it every day for the benefit of our clients to create results like these:
- Mimic Technologies put a whiteboard explainer video on their homepage – and within 45 days, their revenue for the year exploded by $250,000!
- Harvard Services group leveraged their video to win the prestigious 2012 BSCAI Image Award for “Best Company Website” – handily beating 50,000 competitors.
- Bestselling author Andy Andrews used his video to generate buzz about his new book. The whiteboard animation trailer broke 100,000 views in one week… while his old trailer barely got past 10,000 views in 10 months!
If you want to achieve the same explosive growth in your business, then we’d loooove to help you make it happen.
Let’s talk! To get started, book a free strategy session with one of our video marketing experts. Just click the link below and enter your name and email — and our marketing ninjas will get back to you as soon as possible!