Most businesses think they know the answer to “What videos do I need for my website?” The instinct is to start with an About Us video for the homepage. While it feels like the right move, it’s not the type of content that truly drives leads or revenue.
In this episode of Endless Customers, Alex Winter sits down with Marcus Sheridan, author of They Ask, You Answer, to answer a critical question: Which videos actually increase conversions and shorten the sales cycle? His answer is clear — focus on what he calls The Selling 7.
These seven video types are proven to build trust, address buyer questions, and move prospects from hesitation to confident decisions.
Marcus Sheridan’s Selling 7 framework focuses on the videos most likely to close deals and boost ROI:
Because they align with what buyers actually search for:
They answer questions buyers type into Google.
They build credibility by addressing pricing and fit.
They shorten the sales cycle by removing repetitive objections.
They give prospects confidence before they ever talk to sales.
An About Us video may look nice, but it doesn’t solve the buyer’s problems. The Selling 7 does.
If you’re thinking, How do I know which video to create first? start with an 80% video. It’s the fastest way to:
Reduce repetitive sales questions
Free up your sales team’s time
Increase buyer confidence before the first call
From there, build out the remaining Selling 7 videos, one at a time, and integrate them into your sales and marketing process.
If you’re asking yourself, “How do I create The Selling 7 videos without wasting money?” — our team at IMPACT can help. Let's talk!
Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of Endless Customers and They Ask, You Answer.
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How are The Selling 7 videos different from traditional marketing videos?
Traditional marketing videos usually focus on the company: who you are, your history, or a brand story. The Selling 7 shifts the focus to the buyer. These videos are designed to answer real questions, address concerns, and help people feel confident before they ever talk to sales. That move from brand promotion to buyer education is what makes them so powerful.
How polished do these videos need to be?
You don’t need a Hollywood-level production team to make videos that work. What matters most is that the audio is clear, the lighting is good, and the content feels authentic. Buyers are not expecting cinematic quality. They are looking for answers they can trust. In most cases, a straightforward, well-lit video with a natural delivery will have more impact than a highly produced piece that feels scripted or salesy.
Which Selling 7 video moves the needle most?
If you are just getting started, the 80% video is the best place to begin. It answers the most common questions that come up in almost every sales call, which saves time for your team and makes buyers feel more prepared. For many businesses, this single video can shorten the sales cycle, improve lead quality, and immediately change the tone of sales conversations.
Can small businesses make these without a videographer?
Yes. Many businesses start with nothing more than a laptop webcam, smartphone, or USB microphone. As long as the information is valuable and delivered with honesty, buyers respond. Over time, you may want to improve your setup with better equipment or editing, but the barrier to entry is low. The key is consistency and focusing on what your buyers actually want to know.