Practical Sales Training™ > How to connect with your buyer > The Video Advantage
The Video Advantage
What Is It
The Video Advantage is all about using video to communicate your offering. Not text alone, not a still image alone, the combination of both, moving and speaking.
It’s the closest thing to meeting someone in person that a screen can offer. Tone, expression, and energy all come through in a way flat text never can.
That combination is exactly why video does work other formats simply can’t replicate.
Why Does It Work
It works because video is more interactive. Using imagery, sound, and text together ensures you not only capture, but keep, the attention of your potential buyers.
YouTube is the second largest search engine in the world, and video is set to become more pervasive as time goes on. With different learning styles and an appetite for content of all types on different platforms, it makes sense to use the power of video.
In addition, video lets your personality and energy come through in a way images and text just can’t achieve. Thanks to emotional contagion, your potential buyers get a sense of who you are, and bond with you in a similar way to meeting you in person.
How Can You Use It
From using videos on social media to explainer videos or client testimonial videos, think about how you can communicate your offering and your business on every medium using the power of video. The bottom line here is to have as much exposure as possible, to maximise your chances of success and harness propinquity.
- Send personalised videos when connecting with people on social media.
- Use client testimonial videos to demonstrate your results.
- Create “how to” videos to help your existing clients know what they need to do.
- Create landing page sales videos to communicate your offer.
When It Works Best
This works best in relationship driven contexts, first outreach, testimonials, and explainer content, where personality genuinely helps the message land.
It also works best when it’s kept short and genuinely personal, rather than long, polished, and impersonal in a way that undoes the whole point of using video.
When It Becomes Dangerous
It backfires if the video feels rehearsed or robotic, since the whole appeal of video is authenticity, and a scripted delivery undermines that instantly.
It also becomes risky if it’s used somewhere text would genuinely serve the buyer faster, forcing someone to sit through a video for information they could have scanned in seconds.
Poor audio or visual quality causes its own damage too, since a badly made video can undercut the very personality it’s meant to showcase.
Common Mistakes
Overscripting the delivery
A video read word for word from a script loses the genuine warmth that makes video worth using in the first place.
Using video where text would be faster
Forcing someone to watch a two minute video for information a single sentence could convey frustrates rather than engages them.
Ignoring basic audio and lighting quality
Poor sound or dark lighting distracts from the message itself. A little care with the basics goes a long way toward credibility.
The Video Advantage – An Example
A Personalised LinkedIn Outreach Video
This person outreached me on LinkedIn and sent a personalised video as their first message.
Rather than a generic text pitch, the video let them come across as a real person straight away, which made the outreach feel far less like a cold sales message.
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