My friend Mike is a senior sales rep at a Silicon Valley ‘unicorn’. He’s always trying to impress me with how great the perks are (free scooters, milkshakes, Wednesday’s blue grass jams, unlimited vacation, etc). But his biggest brag is full autonomy to work wherever and however he chooses, because the company believes in mobility for it’s sales team and that means selling with videos.
As a marketer focused on mobility, I’m interested in making sales happen; this translates to supporting the sales teams with videos that captivate prospects. So, last week when I met Mike for a couple of beers, I decided to test him on the quality of his mobile sales videos and also drill him a bit, just for fun.
After the first beer, I ask Mike to give me his sales pitch on his company’s product and to show me his best video. He agrees and complies by taking out his iPhone and queues up a video and I grab it and press play.
Four minutes later Mike looked at me in shock when I told him that his product video “sucked”! So I bet him four nights of drinks I could improve the video 100x in just 10 minutes, which would help him close more deals.
Understanding the key characteristics of great mobile sales videos and then applying them to your own is key to making videos that boost sales. Editing and fixing bad videos takes just 10 minutes with two simple tools, Camtasia and Handbrake. After a little practice you will become a video marketing superstar.
The techniques are easy to understand and apply to virtually any existing sales videos. It does not matter what your products or services are; they will work for any company that uses videos for mobile marketing and selling.
To be effective for in-person meetings, sales videos need these four key characteristics addressed
1. Keep it short – Eight (8) to twenty (20) seconds long, at the most. Remove any intros that take up time.
2. Make sure the video is available online – Videos should be available on any device (tablet, phone, laptop). Apple devices require videos to be .mp4 or .m4v.
3. Keep it contextual – Cut small videos from longer ones, and make sure to title them contextually.
4. Easy to share – Provide either links on YouTube or create pre-formatted emails with video links.
Now that you know what characteristics make up great sales videos, let’s focus on how to apply the knowledge, editing a video.
The tools you need to edit and format videos are Camtasia and Handbrake.
Step 1 – Download and install Camtasia here.
Step 2 – Download and install Handbrake here.
Cutting the video in Camtasia (7 minutes)
I use Camtasia because it’s a great full-featured editing tool. I’ve used it to cut videos into small usable snippets, with the ability to save as .mp4 for Apple devices. It doesn’t require you to take a class or read a book. I can make a cut exactly where I need to edit and then review, save and play.
Step 3 – (1 minute) Open Camtasia and import the video you want to cut by double clicking on the video icon and drag the video to the timeline (that’s the area at the bottom) and press the play arrow.
Step 4 – (4 minutes) Locate the starting part of the video that you would like to cut in the timeline, then right click and select split on the beginning part you want to cut. Next, locate the end part of this video section that you want to cut and do the same, right click and select split.
Step 5 – (2 minutes) Delete the split piece of video and press play to see the new video with the cut. If it looks good then save the video.
Formatting the video into an mp4 with Handbrake (3 minutes)
I tried all kinds of video converters and I found that Handbrake has the most formats, the user interface is great and it does the job fast. You can convert any video so it will play on Apple devices (iPhones, iPads,etc.).
Step 6 – (1 minute) Open Handbrake and locate the video file by clicking the source button. Once you have selected the source file, click open.
Step 7 – (less than a minute) Press the toggle presets button on the top menu and select iPhone/iPod Touch.
Step 8 (1 minute) – Press start, when the conversion is complete, you’ll here a tone and a pop up will tell you the conversion is done.
I sent the video back to Mike and asked him to take it for a test drive. A week later he shot me an email reminding me that he is buying drinks for the next four meet ups!