How you can use video to extend gross sales for small enterprise

Lights, digicam, gross sales!

I’ll always remember the primary video I made for my enterprise. Actually wiping my clammy fingers on my denims, shifting my blazer each few seconds, blotting my face with a shower towel as a result of the sunshine package I’d bought was hotter than a tanning mattress. An excellent buddy of mine and profitable YouTube creator had satisfied me that I may use video to extend gross sales for my enterprise, however I had no thought it was this angst-ridden.

I pressed document, sauntered to my little tape line on the ground and made positive I used to be centered like I’d practiced a handful of occasions. I squeaked, “Hello, I’m Bryan Caplan …” and stopped. I ran again behind the digicam, pressed cease and pressed document as soon as extra. The following time, I’d get slightly additional in my spiel, then mess up once more and repeat the insanity. Earlier than I knew it, I’d tallied up 2,000 steps on my Apple Watch due to all of the forwards and backwards redos.

I believed I had a terrific take, and I despatched it to my enterprise companion, Jake. His reply: “You look offended.” Over 30 takes, and that’s all I get! I actually fell to the ground and slumped over in resignation.

I sat there for a second with my head in my fingers, pondering that video advertising was not for me.

Positive, I may construct web sites or design fancy e-mail advertising campaigns, however I’d met my match with video.

Then I heard a knock on the door. “Daddy, can I are available in?” It was my daughter, Olivia, coming to see how my first jaunt in filmmaking was going. Once I opened the door, she oohed and aahed in any respect the gear I’d sunk my cash into. “Wow, Dad, that is superb! Are you well-known?” I couldn’t assist however smile as I confirmed her round and defined what I used to be doing. It was that little go to from Livi that gave me the increase I wanted for yet one more take.

I stood up, wiped my fingers, adjusted my blazer and blotted my face. This time, I used to be going to do it. As I pressed document, I began in with my New 12 months’s message. I wrapped the shot and stopped the digicam. This was it! I watched and rewatched the video, every time reassuring myself that this was my greatest take! Earlier than sending it to Jake, I added my modifying magic and a flowery animation.

When it was achieved, I confirmed it to my spouse, Linda, and Olivia. “Wow, that’s nice! You look so good-looking!” Ego level for me!

I despatched it to Jake. “Appears to be like good!” he mentioned merely. I took that as a win.

I revealed the video on YouTube, and we despatched it to our digital advertising purchasers. We received a number of replies of Completely happy New 12 months and regarded {that a} big win. Individuals loved the video!

Quick ahead 4 years. I got here throughout the video as I used to be penning this weblog put up, and I felt the necessity to share it with you, so you possibly can be taught from my failed manufacturing methods to use video to extend gross sales. Have a look…

How you can use video to extend gross sales and keep away from key errors

Once you watch my first video, there are 4 key takeaways to enhance your individual movies:

  1. Double-check your background.
  2. Spend money on your lighting.
  3. Hearken to your audio.
  4. Smile!

1. Double-check your video background

When the pandemic began, my spouse and I have been glued to the information desperately making an attempt to know what was happening so we may defend our household from COVID-19. Again then (it looks like eternally), just about all information correspondents have been reporting from residence since we have been on lockdown.

I’ll always remember watching one such newscast, and I used to be unable to hearken to a single phrase as a result of I used to be distracted by her background.


The distraction wasn’t my two children getting right into a squabble or our two puppies pawing for my consideration, it was a single image body behind the reporter that was on a slant. She will need to have had 10 frames behind her, however this one was on a steep slant, and I fixated on it. I even informed my spouse, “She actually must straighten that body.” It had nothing to do with the breaking information she was delivering, however I simply couldn’t cease telepathically prepared her to repair the body.

Oddly sufficient, your viewers are in all probability doing the identical factor once they watch your movies. They’re utilizing each piece of visible data they will to find out in the event that they know, like and belief you sufficient to proceed watching your video.

Greatest practices in your video background

There are three key stuff you need to do to make sure your video background is skilled:

  1. Suppose visually.
  2. Think about using a inexperienced display.
  3. Present your emblem or branding.

1. Suppose visually

Earlier than you document your complete video, document a “check take.” Merely press document and speak for a number of seconds, then cease recording.

Now, play again that take.

  • Do you see something misplaced behind you?
  • Does something should be moved, straightened or eliminated?
  • Is there something that will distract — or worse, offend — your viewers or detract out of your professionalism?

You need to put your self within the sneakers of your viewers. Is something going to remove from their viewing expertise sufficient that they’d both cease watching or wouldn’t take motion?

2. Think about using a inexperienced display

Inexperienced screens are nice since you don’t have to fret about all of the knickknacks and tchotchkes behind you. A inexperienced display means that you can change your background by chroma key know-how. The Adobe web site explains the way it works:

Taking pictures with a inexperienced display includes filming an individual or including visible results in entrance of a strong coloration. Then, by digitally eradicating or “keying out” that coloration, you possibly can drop that scene onto the background of your selection in post-production. Eradicating the coloured background can be known as “chroma keying.”

Utilizing a inexperienced display does require some video modifying know-how, but it surely makes for a way more polished video. You should use applications like iMovie or Home windows Film Maker to fill in a photograph or video behind you.

You’d be amazed how reasonably priced inexperienced screens are these days, and there are many choices.


You should buy a easy inexperienced sheet (be sure it’s ironed) and cling it from the ceiling or a laundry line. You can also buy an precise inexperienced display. Personally, I bought a pull-down inexperienced display (suppose again to the overhead projector display your trainer would pull down in elementary faculty.) Finally, no matter works together with your finances is your greatest place to begin.

3. Present your emblem or branding

In my first video fail, discover how I had the outdated emblem for BJC Branding, my advertising company, behind my left shoulder. That’s not by chance. I truly discovered a canvas printing web site, uploaded my emblem and ordered an outsized canvas to hold on my wall. Each subsequent video included my branding, which helped to bolster model resonance in my movies.

What’s model resonance? To not convey politics into it, however suppose again to the months main as much as an election. Can you continue to see the never-ending parade of garden indicators and bumper stickers surrounding you at each flip? That’s what we name model resonance. The extra you see a selected candidate’s branding, the extra they bounce round in your head. They cease prime of thoughts.

Need one other emblem hack? Take into account display printing a T-shirt or sweatshirt together with your emblem, so you possibly can document your movies on the go.

In fact, in case you are a savvy video editor, you possibly can overlay your emblem in your movies to verify persons are seeing your model whereas having fun with your content material.

Discover additionally how my head is trapped in a clock. I used to be making an attempt to look fancy, but it surely didn’t work for me. As a substitute, I seemed like an astronaut or somebody caught in a fishbowl. Regardless of my greatest effort to look fancy, I’d have simply eliminated the clock from the wall.

2. Spend money on high quality lighting

Series of light bulbs hanging

You wouldn’t consider the sunshine set I had bought for an enormous deal on Amazon. It was a type of bargains that was dramatically discounted, and I couldn’t consider my luck … then I unpacked it. And I spotted it was decreased to promote as a result of it may have stuffed a Hollywood studio and generated sufficient warmth to fry an egg on my ground. Add that to my record of impulse buys that missed the mark.

Now, you possibly can seize a hoop mild and a few backup LED lights for a fraction of the worth. Bonus: It received’t act as a cell tanning mattress when you’re filming, which suggests no wiping sweat out of your forehead each 5 minutes.

Within the video fail, I had shadows on my face, and that’s one factor you need to keep away from if in any respect doable.

Shadows forged doubt as a result of they disguise one thing.


Suppose again to the present “America’s Most Needed.” Do you keep in mind how the informants have been hidden within the shadows? They have been hiding their id. Due to my poor lighting, it’s like I’m saying, “Completely happy New 12 months … now give me your cash so I can make investments it in additional substandard movies in January.”

If you happen to don’t have the finances for a correct lighting set, no downside! Plan your pictures through the day (fingers crossed that it’s sunny) and face the solar. Now you possibly can take in some vitamin D and document your video on the similar time.

If you happen to’re recording throughout an overcast day or later within the day, you possibly can “MacGyver” a ground lamp into studio lighting. Check out how my enterprise companion, Jake, and I used this makeshift setup when recording a set of movies on his again porch in Florida.

3. Hearken to your audio

Once I recorded the video fail, I went all out! I researched and located this unbelievable mirrorless high-end digicam that price a boatload. Then I invested a small fortune within the growth mic attachment that solely labored with that particular digicam. I knew I wanted the perfect if I wished my movies to be the perfect. Fallacious!

My workplace on the time had a laminate ground and some items of furnishings, so sound resonated off the partitions. I bought such a flowery piece of apparatus that I didn’t know methods to correctly use the microphone attachment. It’s as if I have been recording in an echo chamber, and it actually degraded the audio portion of my message.

Study from my folly. You don’t want the flowery new digicam.


In reality, a smartphone (particularly one made inside the previous three or 4 years) goes to provide superb video high quality and comes with a high-functioning inside microphone. That mentioned, I’d undoubtedly recommend investing in an exterior microphone (a growth mic or lavalier mic) that plugs into your cellphone.

EXPERT TIP: To discover a mic that works together with your cellphone, merely go to Google and kind in “iphone 12 mic” or “Samsung cellphone mic.

4. Smile!

After 35 takes, I’d misplaced my oomph! Once you document a video, you place undue stress on your self and rising strain every time you cease and re-record. It’s simple to lose your upbeat vibe and really feel defeated, however don’t hunch these shoulders simply but. As a substitute, smile.

Within the phrases of Dale Carnegie:

It prices nothing however creates a lot. It enriches those that obtain, with out impoverishing those that give. It occurs in a flash and the reminiscence of it typically lasts eternally. None are so wealthy they will get alongside with out it and none so poor however are richer for its advantages.

The facility of a smile is unmatched, and your inclusion of a smile in your video is important. Carnegie went as far as to incorporate it because the fifth precept in his legendary e-book “How you can Make Buddies and Affect Individuals.” (Extremely advisable studying should you don’t have it in your bookshelf but.)

By smiling whenever you begin your video, you construct an prompt rapport together with your viewers and break down obstacles with these watching you for the primary time.

Keep away from that awkward cut up second the place you go from regular face to smile. If you happen to can, attempt to begin your video mid-smile.

Taking a look at my video fail, how may anybody really feel the vibe of a cheerful new 12 months after I couldn’t even greet them with a smile? It comes off fairly disingenuous, which simply makes the message fall flat.

You want to be excited and completely satisfied as you document. My first video fail was filmed after so many takes that I used to be simply drained and wished to get it achieved. It exhibits. Now check out considered one of my newest movies and see how excited I’m to share one thing with you. The little increase of enthusiasm goes a really great distance

How will you use video to extend gross sales?

Man holding a camera

I shared the breakdown above with you as a result of it’s good to begin someplace, and I’m assured that dissecting my failure will enable you to succeed. My buddy informed me that my first few movies would stink (and he was proper), however as I continued to work on my format and supply, I overcame my fears and began producing value-add video.

Right here I’m greater than 4 years later with a profitable YouTube channel that each educates small enterprise house owners and helps generate enterprise for our digital advertising company.

In case your movies proceed so as to add worth, your gross sales can and can improve.


So, how will you use video to extend gross sales? Properly, think about making these several types of movies. I’ve included examples of every one.

Don’t get overwhelmed with the record above. Simply begin by selecting one or two video varieties and observe my recommendation above. Take into account that movies as much as two minutes lengthy are likely to get essentially the most engagement, however a few of your movies could also be quarter-hour or much more than an hour in size. (Sure, folks will watch longer movies if you repeatedly present useful data.) That mentioned, begin quick and work your approach as much as longer movies.

Apply recording, however don’t be a perfectionist. Once you really feel like you might have one thing good, ship it a panel of associates, household and some trusted clients. Take their suggestions constructively and reshoot if want be. Above all else, don’t cease! Video is right here to remain, and the earlier you begin recording, the earlier you, too, will see dividends. Good luck!

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