In this article, I'll explain a Video Sales Letter. Based on what I've observed in B2B over the last three years since 2021, I can say that you'll become competitive just by making any sales pitch video. So, there's still time for quality, but if you look at your competitor's website, you'll already know you'll outperform their entire marketing team with a single sales video.

So, again, video sales letters are still a rather unusual approach in 2024, despite the fact that every sales manager today carries an iPhone with a 4K camera in his or her pocket. It sounds absurd, but it's true - many sales managers don't know how to start a video pitch or don't feel the vibe that could be the right step for them. Jump into this article with me to see how to record your video presentation, what to say and how a teleprompter can make your sales pitch perfect on the first recording. Video sale pitch has never been easier. Here we go. 

A video Sales Letter (VLS) is a short form of sales material recorded to persuade your audience with an engaging speech, a summary of your services, or to outline your presentation in a few strong words. In essence, VLS should give your audience a boost of information in a condensed way, focusing on what is crucial for your customer business, how it solves their problem, and why it's better than other solutions. In other words, VLS is just a video format of a sales pitch. More recently, video sales letter has been about using video to bring the same persuasive elements previously common in a traditional written sales letter. You may also refer to a video pitch as your social media, phone, or email pitch.

So, a Video Sales Letter isn't the same as a video explainer or a product promo video. The most important thing about a VSL is that you're the leading actor, filling the gap between the audience and the product that your company is delivering.

Eye-catching hook: Your video should grab attention immediately. So, each one should start with a powerful statement that brings your audience together but isn't too generic. You may want to use statistics, show recent numbers on a particular topic, ask a question that highlights people's problems, or tell a story that intrigues your audience. This is how you create curiosity. You hint at a problem or solution that resonates with your viewers.

Define the problem: When you make your video pitch, you should identify your audience's pain points. Clearly articulate the challenges or problems your target audience faces. Empathizing with your viewers will show directly that you understand their struggles and frustrations.

So, if you ask me about a video sales letter and how to make it, I would say that you must first think about making a sales pitch. Imagine yourself standing in front of your audience on stage, but think about what will convince them to act after you leave the stage.

Before you make your video sales pitch, check which distribution channel you want to use. We might say make a sales pitch and share it on YouTube, LinkedIn, or Facebook. You may find that the two groups dominate by analyzing META channels like Facebook and Instagram, and neither has much in common. In short, make sure your sales pitch will reach the right people, even if it's a very narrow group—consider whether there's a Return on Ad Spend (ROAS) behind it.

When we think about the audience, we're not just thinking about the distribution channel; that will be the first step. You might actually use your sales pitch attached to emails, so how you plan to use it will vary greatly depending on where you'll use it.

Well, you can start by identifying your target audience's specific challenges or pain points. If you sell software in B2B, think about why it should be relevant and why they should choose your software over paperwork. I often think about this, so I advise you to empathize with their struggles and demonstrate your understanding of their needs. Talk as if you're talking to a single person. This will help you connect with your viewers personally and establish credibility.

When I advise you to find the solution, I'm telling you that this should be something that clearly presents your product or service as the solution to the identified problems. Despite this, I've found that most things that sell well in B2B are those that people really need. So, don't solely believe in the movie Wolf of Wall Street when DiCaprio says, "Sell me this pen." If someone doesn't need your pen, they don't need it. This is how B2B works. Televised dashboards won't convince them if they can use whiteboards with sheets of paper for free. Highlight the unique benefits and advantages your offering provides, using compelling stories and examples to illustrate its value.

What can actually make a difference is how TV dashboards make life easier not only for the person in the office but also for multiple people in operations. By emphasizing your product or service's unique features and benefits, you can differentiate your product or service from competitors.

At this point, you're creating your video sales letter. So here are helpful tips that you can use. I mixed them a bit to convey what I really wanted. I want to tell you that you're able to make a great Video Sales Letter with your 4K iPhone or other device with a camera produced after 2020. Anyway, these tips are a bit mixed, but you think if this is what you want to embed in your script or add to. There are also tips on what to use to make your sales pitch easier to record and better looking after all.

I know it might be unusual, but some idea is to get testimonials and social proof for your video pitch. You can share positive testimonials and reviews from satisfied customers to build trust and credibility. This might be anything showcased in the background as expert endorsements. Let's say it could be feature endorsements from industry experts or influencers to strengthen your message. Just think how juicy and powerful it is. 

You must maintain eye contact while speaking to the camera, so you need to look directly at the camera. A teleprompter allows you to maintain eye contact with the camera, which is essential for building rapport with your audience. You can deliver a smooth performance: A teleprompter can help you simultaneously deliver your script confidently and naturally. I know how difficult it is to talk straight to the camera. People often mess up with even one line of the script that needs to be said to the camera.

As it might seem, this is exactly what I said - not too long. Audience attention span is limited. Aim for a video 2-3 minutes in length to keep viewers engaged. Don't wait and get to the point. Avoid long-windedness and unnecessary information. Otherwise it will be nonsense! Who cares how great you are? I'll be honest with you - no one cares! You are not special. So, if you want to attract attention, make people enjoy a 2-minute presentation. 

I like to say "last but not least" because there's always something left to consider. Make it easy to share your video pitch by including social media sharing buttons in your video description. Add subtitles so people can watch it during work breaks. Encourage sharing and offer incentives or rewards for viewers who share your video.

In summary, I want to refer to the introduction. Many salespeople fear doing nothing. The fact that if they don't take action, their situation will never improve, and they might lose their job is very stressful. If you're having the same problem, making a sales pitch on video can change your image from that of a silent guy falling behind the target to that of a high-performing and appreciated expert. People will see it and enjoy it.

No sales manager should be stuck in the same position he or she is in now, especially if reaching a sales target is a challenge. A video sales letter can create a great opportunity to make a personal connection with potential customers. What's more, you can really outperform your competitors because they lack ideas, and if they have them, they most likely can't execute them right. 

Do you like this content? We'll be posting more about B2B video production, successful stories, and lead generation, which the last mentioned is our current direction for the business. So, if you want more leads in the Dutch, Polish, or English-speaking markets, just drop a message in the contact form below.