BEST PRACTICE FOR PROSPECTING & SALES

• Address the recipient personally in the video.
• Limit the text and let the video do the heavy lifting.
• Utilise company profiles and client testimonials.

• Demonstrate a competitive point of difference.
• Be succinct – 90-120 seconds is the sweet spot.
• Use cover design to compel recipients to engage.

BEST PRACTICE FOR PROSPECTING & SALES USING VIDEO BROCHURES

Video brochures are a powerful tool for prospecting and sales, combining the tangible appeal of print with the dynamic engagement of video. To maximise their effectiveness, it’s essential to follow some best practices. Here’s how to use video brochures to their full potential:

Address the Recipient Personally in the Video

Personalisation is key in sales and prospecting. Addressing the recipient by name in the video creates an immediate connection and makes the communication feel tailored and relevant. This approach helps to capture the recipient’s attention and makes them feel valued, increasing the likelihood of engagement. Personal touches can go a long way in establishing trust and rapport with potential clients.

Limit the Text and Let the Video Do the Heavy Lifting

One of the main advantages of video brochures is their ability to convey information visually and audibly, reducing the need for extensive text. Keep the text minimal and use it to highlight key points or calls to action. The video should be the primary medium for delivering your message, utilising visuals, voiceovers, and music to create a compelling narrative. This approach not only makes the brochure more engaging but also ensures that the recipient’s focus remains on the video content.

Utilise Company Profiles and Client Testimonials

Incorporating company profiles and client testimonials in your video brochure can significantly enhance credibility and trust. A company profile gives prospects a quick overview of your organisation, its mission, and its values. Client testimonials, on the other hand, provide social proof and demonstrate how your products or services have positively impacted others. These elements help build a stronger case for why the recipient should consider doing business with you.

Demonstrate a Competitive Point of Difference

To stand out from competitors, it’s crucial to highlight what sets your company apart. Use the video to showcase your unique selling points, whether it’s superior product quality, exceptional customer service, innovative solutions, or competitive pricing. Clearly articulating your competitive edge will help prospects understand why they should choose your company over others.

Be Succinct – 90-120 Seconds is the Sweet Spot

Attention spans are short, so it’s important to keep your video concise and to the point. Aim for a duration of 90-120 seconds, which is long enough to convey your message effectively but short enough to maintain the recipient’s interest. Focus on the most critical information and avoid overloading the video with unnecessary details. A well-paced, succinct video is more likely to leave a lasting impression.

Use Cover Design to Compel Recipients to Engage

The design of the video brochure cover plays a significant role in enticing recipients to open it and watch the video. Use eye-catching graphics, bold colors, and compelling text to create a visually appealing cover. Consider incorporating a call to action or a teaser about the video content to pique the recipient’s curiosity. A well-designed cover sets the tone for the entire experience and can significantly impact the recipient’s willingness to engage.

Conclusion

By following these best practices, you can effectively leverage video brochures to enhance your prospecting and sales efforts. Personalising the video, minimising text, incorporating company profiles and client testimonials, highlighting your competitive advantage, keeping the video concise, and designing an engaging cover are all critical components of a successful video brochure campaign. These strategies will help you create a memorable and impactful experience for recipients, ultimately driving higher engagement and conversion rates.

Video Brochures deliver a level of creativity and innovation to prospecting and sales initiatives.