We have all been there: You are able to make a purchase order on-line while you hit the dreaded product/service web page and also you’re met with nothing however a grainy photograph and two strains of description. Left with dozens of questions and nil solutions, you are caught guessing whether or not this services or products is definitely what you want.
Did you’re feeling assured making a purchase order based mostly on these two issues?
In all probability not.
In the case of making a purchase order—massive or small—you wish to make sure the services or products meets your wants. You wish to see how one thing matches into your life earlier than committing.
That’s the place visuals are available—and never simply any visuals, however partaking, dynamic content material that helps you perceive the services or products higher.
What would’ve made you far more assured making that buy than only a photograph?
You guessed it—video.
Video has turn into an simple drive in how we eat info and make selections. In the present day, over 82% of all internet activity comes from video, with the typical individual spending 19 hours a week watching on-line movies. Whether or not shopping social media, researching on YouTube, or exploring product pages, patrons depend on video to tell their selections.
For companies, this shift highlights an essential fact: Video content material isn’t simply an elective advertising software—it’s important. It’s the best technique to join along with your viewers, showcase your experience, and assist potential prospects determine in case your services or products is the fitting match.
Among the many handiest video methods is The Selling 7, a set of seven vital video varieties designed to handle key questions and considerations all through the customer’s journey. Some of the impactful of those is the Product/Service Video.
This video kind permits companies to teach patrons completely, enabling them to make knowledgeable selections in a dynamic and interesting manner that textual content and pictures merely can’t match.
🔎 Associated: The Selling 7: sales and marketing videos guaranteed to get results [+VIDEO]
In a current survey, 87% of people stated they might buy after watching a model video. Clearly, these movies are highly effective. However what makes an incredible product/service video? Let’s break it down.
What key parts outline an efficient product/service video?
A product/service video is a concise, 3–5-minute overview designed to assist potential patrons rapidly perceive the necessities of what you supply.
Its goal is straightforward: To point out folks the ins and outs of what it’s a must to supply, permitting patrons to see the way it may work for them—or, extra importantly, the way it won’t.
To attain these, an incredible product/service video solutions these three questions:
- What’s the services or products?
- Who this product/service is and isn’t a superb match for?
- What’s the worth vary for this product/service?
Let’s take a more in-depth have a look at every of those questions and what must be coated.
First, what’s the services or products?
An incredible services or products video goes past itemizing options. It creates a memorable expertise that informs, engages, and builds belief.
For merchandise, this implies demonstrating how they work, highlighting options, and reviewing technical specs in an easy, digestible manner. For instance, present the product being utilized in real-life eventualities that your viewers can relate to.
For providers, you’ll be able to go a step additional by exhibiting footage of your crew in motion, whether or not that’s finishing a process or interacting with shoppers. Give attention to potential outcomes and deliverables whereas reinforcing these with visuals of glad prospects.
That is your alternative to highlight your providing with beautiful visuals and relatable storytelling—whether or not it’s a modern shot of your newest gadget or a personable introduction to your key crew members. By speaking on to potential patrons and exhibiting your face and voice, you identify a private connection.
Subsequent, who this product/service is and isn’t a superb match for?
This is likely one of the most important inquiries to reply in your video. Clearly outline your perfect buyer and simply as importantly, clarify who your services or products isn’t a superb match for.
By addressing this head-on, you’ll be able to assist viewers self-qualify, guaranteeing they transfer ahead with confidence—or understand it’s not a match, saving your gross sales crew time and vitality. Clearly clarify the best circumstances the place your providing excels, and be trustworthy about conditions the place it would fall quick.
For instance, explaining that your service isn’t suited to these searching for the bottom worth ensures your gross sales crew spends much less time with ill-fitting leads and extra time with the fitting prospects. This transparency not solely streamlines the shopping for course of but additionally fosters belief, as viewers really feel revered and knowledgeable moderately than pressured.
Lastly, what’s the worth vary for this product/service?
Your services or products video ought to embrace a transparent and trustworthy dialogue of pricing. You don’t want to present the precise price, however it’s best to give your patrons a variety when it comes to what they’ll count on to spend. Addressing price not solely reveals transparency, however it ensures your viewers is aware of whether or not it aligns with their funds earlier than reaching out.
Tip: Earlier than ending the video, at all times embrace a transparent call-to-action (CTA). Whether or not it’s reserving a session, how you can buy the product, or exploring further assets, information viewers to the subsequent step of their journey.
Widespread errors to keep away from when making a product/service video
When creating one of these video, it’s straightforward to fall into some widespread traps that may dilute your message or overwhelm your viewers. Let’s dive into these pitfalls, beginning with a real-life instance:
One in all our shoppers—a passionate CEO and subject material knowledgeable—took the lead on their product video. They knew their product inside and outside and wished to share each element. The outcome? The primary lower was over 9 minutes lengthy! Whereas the data was complete, it was far an excessive amount of for a possible buyer to soak up in a single sitting.
The suggestions we gave was easy, “Take into consideration the purpose the place somebody begins to lose focus or disengage whilst you’re explaining one thing—that’s the place you cease.”
Viewers solely have the capability to soak up a lot info directly. A services or products video isn’t about sharing each element; it’s about exhibiting the tip of the iceberg to assist the viewer make an knowledgeable determination. Keep in mind, to information your viewers all through your web site to assist them discover the solutions to all of their questions.
Listed here are a couple of different errors we see firms make:
- Being too imprecise about who’s not a match. This might sound counterintuitive, however it saves each you and potential prospects time. Take into consideration these prospects who find yourself being a poor match and trigger frustration to your crew—clearly speaking who shouldn’t purchase helps filter out these conditions up entrance.
- Hesitation round discussing price stays a typical concern. Including a price range isn’t just helpful—it’s expected by today’s buyers. With out this info, your viewers could really feel you’re hiding one thing, which may erode belief.
- Not making the video your personal. Whereas we offer a framework for creating efficient movies, your organization’s persona ought to shine by. Tailor your movies to your distinctive model, model, and voice. This private contact not solely units your organization aside however makes the video extra memorable and relatable to your viewers.
Now, let’s check out some firms which have excellent movies.
5 nice product and repair web page video examples
1. AV Architects + Builders
AV Architects + Builders is a customized house design and construct agency based mostly in Northern Virginia. They focus on crafting luxurious, trendy properties that mix indoor and outside dwelling seamlessly. Their focus is on creating distinctive areas for upscale patrons who search premium, custom-made properties, usually exceeding $1 million in worth.
This video is a masterclass in tailoring a message to its target market. AV Architects + Builders has a definite, subtle model that aligns completely with the tastes and expectations of luxurious homebuyers within the Northern Virginia and Washington, D.C., markets. The video’s polished {and professional} method displays the class of their model, resonating deeply with their high-end clientele.
The messaging is evident and purposeful, serving to viewers rapidly decide whether or not AV Architects + Builders is the fitting match for them. It defines good-fit and bad-fit shoppers, guaranteeing potential patrons can see themselves—or not—within the expertise the agency provides. The cinematography is beautiful, with skilled lighting, framing, and exquisite photographs of their customized properties, successfully showcasing their experience and craftsmanship.
Whereas the format might not be groundbreaking, its execution is outstanding.
A cohesive perspective and excessive manufacturing worth make the video stand out. Each element, from the visuals to the tone, is designed to enchantment to a discerning viewers. The sophistication and refinement of the video mirror the aspirations and values of their goal shoppers, providing a seamless illustration of what it’s wish to work with AV Architects + Builders.
The result’s a video that doesn’t simply talk what AV Architects + Builders does—it speaks on to the aspirations and values of their perfect prospects.
2. Shasta Pools
Shasta Swimming pools is a customized pool builder based mostly in Phoenix, Arizona. They focus on designing, constructing, and servicing customized swimming swimming pools and outside dwelling areas, serving to Arizona householders create their dream yard oasis.
Though it’s too early to measure the outcomes of Shasta Swimming pools’ video, because it was posted just a few weeks in the past, it already stands out in a number of methods.
The video excels at clearly defining who is an effective match for his or her providers and who isn’t, serving to to set correct expectations for potential prospects and saving time for everybody concerned.
Moreover, the video’s fast-paced nature retains viewers engaged with out feeling rushed. This fast tempo permits Shasta Swimming pools to ship a considerable quantity of knowledge in a brief period of time whereas sustaining readability and stopping the viewers from feeling overwhelmed.
This video additionally highlights the significance of persistence within the video creation course of. You won’t understand it, however this was their featured SME’s second video!
Initially nervous and hesitant about being on digicam, she gained confidence after seeing how the primary video turned out. This newfound consolation and willingness to take part add authenticity and relatability to the content material, making it extra impactful. Reluctance to be on digicam is a typical problem many face, however her shift in perspective demonstrates how seeing a sophisticated, well-executed closing product can enhance confidence and enthusiasm.
Whereas her presence on digicam remains to be evolving, her enchancment and rising consolation are evident. The video captures a real and approachable vitality, which resonates properly with the viewers.
3. Strouse
Strouse, a Maryland-based adhesive tape converter, makes a speciality of creating customized adhesive options for industries starting from healthcare and automotive to electronics and aerospace. Recognized for his or her progressive method, Strouse develops versatile adhesive merchandise that clear up complicated becoming a member of, mounting, and bonding challenges throughout various functions.
What makes this video stand out? It successfully demonstrates the a number of functions of their answer, highlighting not solely the flexibility of their adhesive merchandise but additionally how they meet particular trade wants.
The video combines high-quality visible B-roll parts with clear, concise narration, sustaining a well-paced move that retains viewers engaged. By showcasing real-world use circumstances and sensible functions, it transforms an in any other case technical topic into an approachable and actionable useful resource.
Moreover, the video successfully communicates Strouse’s experience and dedication to fixing buyer challenges. By integrating examples of their adhesive options in motion and emphasizing their adaptability, the content material builds belief and authority.
This video serves as a benchmark for creating content material about options with a number of use circumstances. It reveals how you can current complicated info in a visually interesting, well-structured, and customer-focused format, guaranteeing readability and engagement.
4. CSI Accounting & Payroll
CSI Accounting & Payroll, with workplaces in Minnesota and Maryland, serves small companies nationwide by offering knowledgeable accounting, payroll, and tax options that simplify operations and drive progress.
They take a refreshingly inventive method to their movies, infusing their content material with a novel model impressed by previous detective movies. Their videographer, Jordan, attracts on his love for these basic detective motion pictures, and it reveals in each side of their video manufacturing.
The subject material specialists are usually filmed behind desks, with lighting and framing harking back to a detective’s workplace. Music and sound results additional improve this theme, creating a particular tone that units their movies aside.
This imaginative take transforms what may very well be a dry, technical topic into one thing intriguing and memorable. It’s not nearly accounting anymore—it’s about uncovering mysteries and fixing issues, very similar to a detective. This theme resonates with viewers, as accounting usually entails the identical investigative spirit: monitoring down points, auditing, and fixing monetary puzzles.
By placing a inventive spin on an in any other case routine matter, CSI Accounting & Payroll has efficiently established a definite model voice. Their movies not solely have interaction their viewers but additionally replicate their experience and persona, proving that even industries thought-about “boring” may be delivered to life with slightly creativity.
5. EW Motion Therapy
EW Movement Remedy, based mostly in Alabama, is a trusted chief in bodily remedy and wellness, devoted to serving to people enhance their motion and total well being. With a give attention to custom-made care, they provide a variety of providers, together with bodily remedy, sports activities restoration, and health packages, all designed to empower shoppers to attain their well being targets.
Their private coaching video stands out for its daring transparency about price—a problem many health providers draw back from addressing instantly. By brazenly discussing pricing, EW Movement Remedy not solely demonstrates confidence of their worth but additionally builds belief with potential shoppers by addressing probably the most widespread considerations upfront. This openness units the tone for a client-focused method that prioritizes readability and respect.
The video’s visible storytelling additional amplifies its affect. Utilizing thoughtfully chosen B-roll, it highlights a various clientele, showcasing people from varied age teams, health ranges, and backgrounds. This inclusive illustration permits viewers to see themselves in this system, making it really feel extra approachable and relatable.
Beginning a health journey may be intimidating, however EW Movement Remedy’s video breaks down these limitations. With its welcoming tone, relatable visuals, and sensible focus, it invitations viewers to take step one towards a more healthy way of life with confidence and ease.
Keep in mind to teach your patrons
If there’s one takeaway I hope you permit with, it’s this: instructional movies are now not elective. They’re an important software for companies aiming to streamline their gross sales course of, foster transparency, and construct lasting belief with their patrons.
Authenticity is what makes these movies work. Converse from the guts, as if you’re speaking to a pal, and don’t hesitate to make clear who your services or products isn’t a superb match for. Patrons respect honesty and worth companies that put their wants forward of constructing a fast sale.
For those who’re hesitant to get began, now could be the time to behave. Ready solely prices you extra effort and time partaking with unqualified leads. Video is greater than only a software—it’s a strong technique to educate your viewers, cut back friction within the gross sales course of, and set up your corporation as a trusted authority. Begin today, and you’ll soon see the rewards of a more informed, confident, and loyal customer base.
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