Have you ever been looking to buy a product online, but the website only had one static photo of it and a few text lines describing it?
Did you feel comfortable enough buying based on those two things?
My guess is probably not.
Especially with larger purchases, you want to make sure that you get what you need. But even with small purchases, you don’t want to go through the hassle of returns and disappointments.
You want to see if the product or service fits into your life the way you hope it will.
According to JustUno, 93% of consumers consider the visual appearance of a product to be a key factor when making a purchase online. So you need to put your best foot forward with multiple, high-quality visuals.
You know what’s even more effective than a photo, though?
You guessed it — a video.
Let’s say you’re a buyer looking for a snowblower, for example.
You might think you want a certain machine, having looked at a few pictures online. But when you order it, you may discover your tiny arms can barely push it.
Had you seen the snowblower in action, you might have been able to see that it was a monster of a thing. Had an expert talked about it, you might have been informed that it was a serious weight to push around for heavy-duty snow piles.
All of this would’ve been accomplished with a product video.
A product or service video is one of the most helpful videos in The Selling 7. It allows you to thoroughly educate your buyer about the offering so that they can make an informed decision about it for themselves in a more dynamic way than just text or photo.
This can speed up your sales process dramatically without you having to do any of the work.
In fact, according to one study, “84% of consumers surveyed were convinced to buy a product or service after watching a brand’s video.”
Clearly, you can see how valuable it might be, but how should you go about making one? What should you include?
What’s in a good product/service video?
A good product or service video is around 2-4 minutes for a product and 3-6 minutes for a service and shows people the ins and outs of what you have to offer.
They can see how it could work for them, or, more importantly, how it might not work for them.
It does this by answering a few main questions.
First, what is it?
A good product or service video actually shows the product or service.
You may think they know what you’re offering them, but don’t assume so. Break it down in very basic terms as to what it is you are selling. For products, you can your product in action and go through specifics and technical specs.
For services, show footage of them being completed, with real people your customers may be working with. Let them know potential outcomes and deliverables and reinforce these with shots of happy customers.
This is your opportunity to get nice shots of that new car on the market or show your new hot-shot lawyer who will help defend anyone who hires your firm.
Overall, this type of video should also be customer-facing. This is your time to talk directly to potential customers and really educate them on what they can expect from you by showing your face or letting them hear your voice.
Next, who is this product/service a good fit for?
In essence, who did you make this product or service for? Similarly, who wouldn’t be happy with it. This is the more essential component because you can avoid any of your customers feeling that dreaded buyer’s remorse.
A good product or service video allows your viewer to see if they’d be a good fit, based on the information you provide. It also lets them know the ideal circumstances and scenarios where the product or service will succeed.
Why do I need it?
It might seem obvious why your customer is looking for, say, a vacuum, but what they don’t know is it will suck up all the pet hair that’s embedded itself into their carpet for years!
There might be specifics that make your product or service unique and attractive that will convince customers that they definitely need it. A good product or service video makes these clear.
What do I do next?
Maybe you didn’t answer all their questions, or maybe they just want to do more research. Adding a next step, or call-to-action, can guide them further down the pipeline and closer to actually buying.
In most cases, this may be how to buy. A good product or service video lets viewers know how to buy the product or how to engage your services. You can also, however, lead them to content or a consultation.
Let them know how long the process might take, and any other steps that are necessary.
Now, let’s take a look at some companies that have outstanding videos.
1. Yale Appliance
Yale Appliance, a long time client of IMPACT and seller of appliances in the Boston Area, did a great job with this video. They show the product, a stove, and give you an overview of what it does and what it’s good for.
This, in turn, gives you an idea if it’s right for you.
The thing I like most about this video, however, is that it mentions the potential problems with the stove —like that there might not be a Samsung technician near you if issues arise.
They also gave statistics on what people said about its reliability. This high rating from other customers saves you the trouble of looking up reviews and shows that a lot of people like the stove.
Addressing topics from The Big 5, like reviews and problems, as Yale did is smart because it makes it clear that education is first. They’re not trying to lie to you just to get your buck.
Another star pupil of IMPACT’s training is Office Interiors, an office furniture, technology, and architecture company in Canada.
The first thing you notice in this video is the human element.
They have one of their business development people talking directly to you about the very thing they are most knowledgeable about.
You build trust with them as see their face and hear their voice confidently telling you everything you need to know about movable walls. You wouldn’t get that same feeling of confidence from just reading an article or looking at a photo.
They also give an overview of what to expect from the video and tell you throughout the video what each segment will be about.
This lets the viewer know ahead of time if this video will be valuable to them, and then as they move along, they are reminded of where they are and what information will be conveyed.
The visuals also give you a good idea of how the walls would be installed and what they could look like as a finished product.
The price isn’t set because there are a lot of options for this particular service, but she gives factors to help you gauge what you might be spending.
Again, they also mention the possible downsides of the product. This is an important part of the big 5. As a buyer, your greatest concern is buyer's remorse, right? You’re worried that your investment will be a mistake. Knowing the possible downsides helps eliminate that fear.
Finally, they talked about where you could find more information.
As you probably know, Audi is a luxury car brand, but even they do product videos!
This product video is super dynamic.
They show footage that actually puts you in the car so it feels like you’re actually there.
It gives you the sort of virtual experience of sitting in the car so you can see how it might be for you.
They also go deep into technical and performance specs through detailed animations and even footage under the hood.
They even use a bit of the human element by showing a friendly, approachable man driving the car and talking you through further details.
Sneakily, they also manage to throw in a few things that it does better than the competition.
La-Z-Boy is a home furniture company specializing in recliners and another IMPACT client. This is good example of a more “fun” product video.
The first thing you see is a member of the team. They tell you what to expect from the video then go on to interact with the product to show how it works while making a few jokes to keep things light and entertaining.
This also lets you know, should you buy directly from the store, the kind of experience you can expect there.
The nice thing about this video is that it shows lots of b-roll. Instead of just seeing a static image, you get to see the fabric of the chair up close, you get to see how it moves, and get an idea of the size of it.
The host also gives options for different add-ons in case the one he’s reviewing isn’t quite what you’re looking for.
Finally, he mentions a cushion option that you may need to feel to believe and welcomes you down to the physical store to try it out.
For the last IMPACT client example, we turn to Aquila, a real estate company that specializes in tenant representation, project leasing, and project management services.
In this video, Aquila runs through the definition of a tenant representation broker first, which I know I certainly needed.
After they tell you what it is, they discuss why you might need one. This opens up opportunities for them to get new clients to use this service, as they educate their audience.
This video also has clear graphics telling you what they will talk about in each section along with supporting graphics with the numbers he mentioned.
Having two sensory representations of information helps draw attention to your most important information and also makes the viewer more likely to remember it.
6. Progressive Foam
Progressive Foam, a former IMPACT client, is a foam installation product manufacturer based in Ohio.
Their video has great b-roll of the product, especially showing it bisected, or split in half, so you can see inside. You might not have had any idea before this video what foam insulation looked like, but now you know for sure.
The thing that stands out in this one is the bang words, or words that grab your attention, and quotes throughout for emphasis. The host tells you that he would use this product on his mother’s house, and you seeing those words gives them greater emphasis.
The video also gives you next steps by promoting their ultimate guide.
Overall, it’s a nice and relaxed interview style, which allows him to come off as knowledgeable and authoritative, but also friendly. .
You’re probably familiar with the camera brand, Canon.
So, as one of the renowned camera and imaging companies, it should be no surprise that they can make a great video.
This video screams authority to me. First, you have a senior trainer for the brand telling you all about the features on this camera. Second, you have an excellently shot video, which (as mentioned) solidifies their spot as one of the top visual producers in the space.
Beyond that, you see the camera up close and personal.
They do a great (and cinematic) job of showing the multitude of buttons and ports so you get a clear idea of what it looks like and what it does. Their text callouts also help draw attention to the product’s special features and what makes it worth buying.
Another great aspect is the b-roll of the camera in use in the field.
They show a variety of professional-looking setups so you can tell this is a higher-end model and also envision what it may be like using the product yourself. If you were looking for a nicer camera to take on vacation to make videos, for example, this wouldn’t be for you.
The one thing I wish they would have mentioned is the price, but they do give you a link to go check out the product in even more detail on their site, which does give the price.
Educate your buyers
If you put all of these good elements together, you not only will have a much more informed buyer, but you also will only have to do the work of educating once.
You can send this video out to people asking about the product, and you can let them answer their own questions on your product or service page without having to reach out to you.
If you’re struggling with this or The Selling 7 in general, check out Will Schultz’s course on IMPACT Plus.
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