How to Master a Sales Video by Bringing a Powerful and Emotional Message
Want to master a sales video? Keep reading to learn how to own the video, and how to make the video truly yours. This guide will be very specific. I’ll examine who you’re currently presenting as and how to improve on this foundation. You’ll learn how to be yourself — but better — so you can show up confident, inspired, connected, and powerful in your sales videos.
Master a Sales Video | Lessons They Don’t Teach in Seminars
Master a Sales Video Principle 1: Being You Makes for the Best Sales Meeting Videos Openings
My number one piece of advice starts with being you. Shooting a video is different than any other piece of online content because it’s like a conversation that you’re having with people. Still, actual conversations can sound dross and boring, which is why you need my tips.
While you want to talk casually to people, you can achieve the best results by thinking back to a time where you were sitting one-on-one with somebody and passionately explaining something to them. I think about those inspiring moments, and then I bring that on video.
I want you to do the same thing.
Master a Sales Video Principle 2: Visualize the Passionate Self
To be yourself, you should be two things:
- One, be how you are casually with people, just like in conversation talking
- Then, I want you to connect to a moment where you were talking about something you’re passionate about.
Write that one moment down right now. Try and feel the emotion you were experiencing in that moment. Connect to that moment. Reach out to those emotional touch points with these affirmations: “I had an emotion. I was passionate.” It could be, “I felt connected.” It could be, “I felt inspired.”
For example, I had this recent trip where somebody asked me about something personal in my life and what I do spiritually. Though it wasn’t planned, I just kind of came out, and I was so passionate, so connected in that moment. I thought, “Man, if I could just show up and speak to people like that all the time, passionate and connected, I’d be rocking it,” right?
Master a Sales Video Principle 3: Draw Energy from an Inspired Place
When I think about creating a motivational video now and speaking to people, I go back to that moment and ask, “What did it feel like?” Well, it was a connection. I felt like it was a connection just coming through me.
I think back to that moment of connectedness and imagine a flow coming through in that moment. Doing this allows me to remember each sensation. Then I can catalog them for my videos. So, the first thing I remember is inspiration; I was inspired. A sense of naturalness was just coming through me, I was just talking and being myself. When I’m inspired, I’m being myself. This is something I don’t get when I follow a script, so to achieve that naturalness I allow myself to be spontaneous.
Secondly, I remember the person I was connecting to. I remember what I feel for them and savor my message to them. I remember what sort of positive impact my words were giving them at that precise moment.
Anytime I go create something, like creating a sales video now or any video, I connect to that place and go, “Okay, I’m being me, this is me.” I access a moment where I was connected to a deep self-knowledge and I just go back.
Remember, ask yourself, “What was I feeling? What was that experience there?” Go into that and say, “Ah, I’ve done it before, let me do it again.”
Master a Sales Video Principle 4: Don’t Wait. Generate You
When creating a video, you need to be you. However, people get nervous in front of the lens and lose themselves. They worry about how they look or how they sound. Resist these thoughts. Access your moment again and think about it in relation to other conversations you’ve had. You’re still just sitting with somebody one-on-one, so you shouldn’t be nervous anymore. You’re just talking, right?
When you’re truly struggling, access the characteristics you had in your moment. You know you can be passionate — you’ve done it before in that moment. That’s how I want you to be on camera. I want you to generate it, not just wait for it to come. I want you to go, “This is who I am. This is the quality that allows me to deliver.” I want you to generate it.
A lot of times people wait. They think they need to wait for their moment to resurface, but that’s not true. You can generate your moment of authenticity and let it out on video. You can generate that moment on demand. Being you is incredibly important. It’s the first thing I want you to do, okay?
When you start your video, just go to that place. Think, “All right, this is what I was like, this is who I am, these are the qualities. I’m just going to generate my moment of authenticity. I’m going to speak from that place.”
And boom, start out like that, okay? Start the video out powerfully. Don’t wait until your audience is a minute into the video to find it. You might lose them. Instead, keep them by generating your best energy.
Master a Sales Video Principle 5: Navigate Peaks and Valleys
The second thing that’s important is navigating the peaks and valleys of your video. When you go through your video, you need to work your energy in a way that really is up and down, up and down, up and down, up and down. One of the powers of presentation is peaks and valleys. Peaks and valleys.
Speaking and orchestrating the conversation with emotion is important. This is what allows peaks and valleys to work in your presentation. For example, I present from the stage, and I do a one-man show on my life story. I play 12 characters on stage. One of the things that makes the show work is moving the emotional rhythm up down, up down, up down, up down.
Translating this skill from the stage into a sales video can be difficult, I’ll walk you through it. When you get into the price and you’re telling people about the program and you may say, “So here are the modules. This is module four.” Then you’re going to transition into the sale. You might go, “So module four, this is one of the most powerful modules in the entire program. One of the things that I really believe about this is that this is super valuable to you, and what I’m about to share with you is what the investment will be. However, before I do that, I want to share with you how valuable this has been in my life and in the lives of my clients.”
Notice what I’m doing. I went from “Module four’s awesome,” and then I kind of bring the tone down a little bit. Finally, I slightly drop it, and I slow the tempo. I do this more in my longer sales videos, like up down, up down. In my shorter sales videos, I’m kind of high-toned all the way through. I get to the point fast and make them make the decision because people’s attention spans are small.
You’ll have to experiment with the length of your videos and what works best for you, but remember, to make a thousand-dollar purchase you need to have lots of peaks and valleys. This advice extends from videos to presentations at large, so get comfortable navigating these highs and lows.
Master a Sales Video Principle 6: Tell Stories When You Create Sales Videos
— Ted McGrath (@ted_mcgrath) September 18, 2017
As you play with your tempo and levels, you should naturally include stories. Learn to incorporate them easily, like, “Hey, the big problem that people face in the world today is they don’t know how to create marketing funnels. Because of this, they’re not getting their message out to the world. Let me share with you a time when I was six years old and my parents got divorced…” In this dialogue, I changed my tempo and presence.
One of the beautiful things about playing with emotions through a story in a sales video is you can be in what I call explaining mode. Explaining mode can sometimes be fast. When you’re explaining, you’re at the peak. You go through the concepts quickly and touch on them lightly.
Storytelling has that ability to very quickly transport people into the past: “When I was six years old, my dad walked through the living room door, and he told my brother and I that he and my mom were getting a divorce.”
Notice what I did there? I’ve brought you into the story.
Master a Sales Video Principle 7: Make Space for Emotions
People can only feel emotions during your presentation if you give them the space to. If you’re too fast-paced, they simply don’t have the time. At this tempo, they’re getting the information but they don’t have time to feel emotions.
However, when you drop into a story, it slows down the tempo and allows them to absorb a little bit what you just said. Plus, if the story’s good, the story brings them into present tense. When you’re in present tense, things can get really intense. Your audience lives in the moment with you and stories like this can stun them: “I’m on the kitchen floor and I’ve collapsed all of a sudden and I feel like my soul is coming out of the top of my head, and I’m gasping for my last breath.”
That present tense brings them into the moment and slows down the tempo from explaining mode to story mode. Using storytelling and the present tense allows me to really guide my audience through the peaks and valleys of my presentation. I slow the pace when I start getting into the story. Then, I might speed up as I get to a high point. Finally, I let the pacing fall. With this mastery, the audience goes through the emotional drop of the story with me, and they become vulnerable and open.
I’ve built their emotion, and I’ve given them space to feel what it would be like to have the product and build a relationship with me. That’s the power of pacing and emotion.
Master a Sales Video Principle 8: Raise the Crescendo by Highlighting Real Value Before the Ask
When you get into the price, it’s another place where you can be telling, telling, telling. Then, all of the sudden, you stop and go, “What’s the real value of this program? Let me tell you what it’s worth to you.” Be abrupt as you present the price. That way, they can drop in and really get what you’re saying.
Now, the place to come up to really drive the emotion and give the tempo back is when you’re getting to the final call to action. Here, you can say, “If you’re at home right now and you’re thinking about this, and you’re on the fence, it’s time to get off the fence. Let’s do this thing together. I want you to make the decision now because now’s your time to get in the game and make this happen for you. Click the button, and get enrolled right now.”
The tempo is very direct. It’s turned way up.
It’s like boom, you’re hitting them with the last final call. Now where the tempo might have been explaining, all of a sudden you raise it up with the final call to action. You lift the energy even higher, and you’re hitting another peak to bring people to a new state. Now you’re bringing them to the elevated state to make that decision.
Master a Sales Video Principle 9: Orchestrate Emotions by Playing with Tempo
Understanding how to master a sales video is all about learning how to play with the tempo and emotion. You’ll need to get good at this because people only respond to a presenter when there are multiple levels. You want them to experience different emotions and convince them on every level to make the right decision.
When they’re low, it might be the fuel they need for their emotions. When they’re high, you’re helping fuel them forward. Finally, when they’re way up at the peak, it’s kind of rational. You’re explaining and you’re connecting with them, going quickly. They’re absorbing the information, and they’re bringing it in because you’re feeding them information on what the program’s about. These are all different ways to connect with your clients.
To recap what we’ve learned so far:
- Be you.
- Play with the emotion, play with the tempo.
- Figure out a way to be comfortable and connected.
Master a Sales Video Principle 10: Comfort + Connection = Authenticity
To be comfortable and connected, here’s a little strategy: shoot a practice sales video so you can get out the jitters. Then, come in the next video and do it right.
Sometimes when shooting a sales video, you don’t want to be scripted all the time. This is a mistake that people make. They want to script the whole thing. Instead, sometimes you just need to talk it through to a point where you’re comfortable and you feel connected. Then from there, you can actually communicate.
What I do sometimes is I’ll do a sales video, and I’ll go through it, and I’ll just be rattling through it because my brain’s all over the place. I just have to spit it through because I’m not comfortable with the video yet —nor am I comfortable with the sequence of the sale. Module one, module two, module three. I’m talking it through to myself, and I’m feeling into it first to get comfortable. Sometimes I need that one video to warm up to where I get comfortable.
What I recommend for you in doing your sales video is to write down the bullet points of your main thoughts and then just spit it out. Be okay with screwing it up. You just get it out so you talk it through once. That way, you kind of get it in your body, and you get the certainty of where you’re going.
Rather than using a script, I’ll just put my bullet points on the whiteboard behind the camera. Doing this, I can glance up, know what to say, while still appearing natural and authentic.
Master a Sales Video Principle 11: Always Connect the Dots
Doing a sales video is like a symphony, right? Like, how does module one connect to module two and module two connect to module three? When you’re selling your online program, you know. Still, how do you create that storyline and hit all the key points? Well, you’ve got to practice it.
For me, I’ve been doing this for years, so my process is easy. I just need one video to just throw up and get it out.
However, you might need to do your video three or more times to get it right. Just keep talking it through, keep talking it through, keep talking it through until you’re comfortable with the material.
Once you’re comfortable with the material, you’re going to feel more connected to your audience. Once you do that, you’re going to be able to communicate effectively. You’re going to be able to communicate the 11-step framework that I teach you in module two when you get all of this down.
There’s a dance with this thing. However, if you get really good at these points of being yourself and showing up and accessing those moments where you’re casual and where you felt authentic, you’ll find success.
Master a Sales Video Principle 12: Find Your Emotional Center and Anchor Yourself There
— Ted McGrath (@ted_mcgrath) December 15, 2017
If you learn to play with emotion in the ways that I taught you by explaining and balancing storytelling and driving emotion up when it comes to the sale; if when you go to do your sales video you get into a place where you just start talking through it a lot; and if you get to a place where you’re comfortable and you’re connected all of a sudden then you’re going to communicate in a powerful way, and you’re going to rock it.
That’s my advice for you to absolutely get into a place to where you’re bringing the emotion, you’re bringing the confidence, you’re bringing the certainty, you’re bringing the connection, and you feel like yourself on video.
Those are my tips to creating an emotional sales video that works! This is the beginning of how you get comfortable with who you are. This is how you create an amazing sales video.
What do you think about the lessons that I’ve shared with you here? Comment below and let’s have a conversation about your own way of using emotions to make a sale.