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:
- 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.
- 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.