Do you want to sell something? Let's face it: selling is all about communicating, and video is one of the best communication techniques around. Why tell when you can show?

But even visual stories are still just that--stories. And the challenge of sales is to tell your story in a way that differentiates you from all the other stories, that makes you stand out from the competition.

Here's an example: I want to sell a kayak. I polish the kayak, I pick up my smartphone, set it to video record, and walk around the kayak. Maybe I add a narrative: "This is a kayak I bought three years ago and only used for one season because I really didn't enjoy kayaking that much. It's red and comes with a paddle. There are a few external scratches but no other damage. I'm looking for $500."

Yeah, that's a video, all right. But is it convincing? Does it tell a story, draw the potential buyer in? Does it make my kayak seem any different from all the other used kayaks out there? Of course not.

The best way to create a video that sells is to tell a story that will captivate your buyer. What if, instead of the above, I still showed the kayak, but said something different? I might use this narrative instead: "You might think you're looking at this kayak, but the truth is, this kayak is looking at you. It's thinking that you'd be a much better owner than I was. I used it for a season and then forgot about it; you're probably someone who will take it out every weekend. My kayak is looking at you and begging you--buy me, please. I'm only $500 and I'd much rather hang out with someone who appreciates me!"

Two things are happening in that second script:

1. It's about the buyer, not the seller. No one cares that you didn't enjoy kayaking; buyers want to know what's in it for them.
2. It uses humor and an unexpected approach to tell the story of why your kayak is on the market.

There's a story in everything that you want to sell. And stories are what will be doing the sales job for you.