Video Marketing: How to use value videos to sell

Woman taking a video with a smart phone

In this post you’ll learn how to use a value video on your website to position yourself with website leads. If you do this video marketing right, they’ll be ready to buy before they ever pick up the phone to talk to you.

You want to use your website to create rapport with potential clients. But you aren’t quite sure how to structure the journey through your website in a way that encourages them to work with you.

You’ve heard video is really effective in positioning yourself as an expert. But you don’t know how to go about recording the video, let alone where to place it. Or maybe you’re wondering what to say to the camera.

Keep reading to learn exactly how to record your value video and where to put it on your website. I’ll also give you my suggested script to help convert website leads into paying clients.

How to record the value video

Let’s just get this out of the way. Because this is the least important (and easiest) piece of the puzzle to solve.

When my clients ask me how they should record their video, I always point them to Loom. It’s a free video capture service that I use extensively in my business. It’s primarily marketed as a screen capture service, but you can also use it to record with camera only.

I recommend Loom over recording a solo room on Zoom. Loom has some basic video editing tools that may eliminate the need for a separate video editing software.

If you’re uncertain about how to set up your physical environment for video marketing, just remember that the video doesn’t need to be super high production quality.

In fact, normal video quality is what I recommend. It will feel more relatable to your audience. Your environment shouldn’t be distracting, but no need to set up lights and a fancy microphone.

To summarize how to set up your marketing video: use Loom to record and trim your video, then download the video from Loom and upload to a service like Vimeo where you will copy the video link and embed it on your site.

Which leads us to the next question…

Where to put your value video

I’ve talked extensively in the past about why a website is useless with lead capture. Creating a place for people to type in their name and email address to be added to your email list is the first step to establishing a solid digital strategy.

On your website, you will entice the visitor to opt-in (or sign up) for your email list by offering an incentive, a free PDF guide, or another type of “freebie.”

Now, once people sign up for your list, some websites just say, “Okay, thanks, bye! Go check your email to get you freebie!”

But my friends, accepting the lead’s email address and then handing them off to your homepage is a huge wasted opportunity.

You see, website visitors are never more likely to say yes than RIGHT after that moment where they’ve already said yes once by giving you their email. You need to capitalize on that opportunity.

After they submit their name and email, I recommend that you direct the website lead onto a page that has a value video embedded into it. There will be a simple headline that thanks them and/or reminds them of the incentive they opted in to get. Then place the video under the headline.

Under the video, you will have some text offering the call to action you want the visitor to take from this video page.

You call to action might be to go check their email after watching the video. Or, what I generally recommend is that the call to action is to sign up for a free mini session with you to take this work further.

The call to action that’s right for you will depend on your niche and what particular freebie or incentive you offered them on opt-in.

So, in summary, embed your value video on the page that visitors are directed to after they opt-in for your list.

Now, before we hop into what to say in that video…

Remember the purpose of video marketing

It’s important to understand  the purpose of this value video exercise.

Why are we sending them to a page with a video, asking them to opt-in for a freebie, check their email to get it, and sending it along with a series of autoresponders?

What’s all this work for? Why can’t we just ask them to go straight to our mini session sign-up page?

The answer is POSITIONING.

You are positioning yourself as the expert with a unique methodology that helps your ideal client achieve their desired outcome.

So if they want the specific result they can only get with you and your coaching methodology, they must sign on as a paying client with you to get it.

Now you know the purpose of a value video, keep reading to find out what to say when you record it.

What to say in video marketing

Your chosen video script ought to give your ideal client a bite of the cake that is working with you. It should be delicious, satisfying, but also leave them craving more.

You achieve this by identifying one piece of your coaching methodology and teaching it to them.

What is one of the first things you teach clients when you coach them? It must be something you can teach in a 3 to 5 minute chunk of time, with some scripting and a few run-throughs.

As a side note, the first time you practice this script it will likely be a half again to twice as long as you plan. It will also feel awkward and watching it back again might be a little painful.

Just know that with practice, you’ll be smoother and the time it takes you to teach the concept will shorten. So keep going!

Use this script for video marketing

Back to the script. Figure out what portion of your coaching you can teach in a 3-5 minute window that will give them value, then teach it in depth in this video. Use this as a little outline for your script:

  1. Articulate the problem they’re facing.
  2. Teach them your 3-5 points of how to solve that problem using your methodology.
  3. Address some common mistakes when people implement this solution (optional).
  4. Point out that this solution is just one of the strategies you use to help your clients when you coach them, outlining a few other things you teach clients without going into too much detail.
  5. Then give the call to action, which in most cases is to click a button below the video and sign up for a free mini session.

Structuring marketing videos in this way will help to position you as an authority in the eyes of your potential clients, and start them out on the journey that is coaching with you.

How do I know if I’m giving away too much?

You might be wondering, “How much content is too much to give away in video marketing? If I teach them The Model, or one of my other main tools, won’t they lose interest in coming to me for coaching? They won’t need me!”

But that’s just not true my friends.

Think of entrepreneurs you know who have vastly successful businesses — they seriously sell the farm when it comes to information.

Because want to know what we charge for in this day of the internet where information is readily available for free? It’s not the information itself.

It’s the implementation of the information that we charge for.

For example, for me as a website consultant, that means leading my clients through the process of planning and building their website and marketing systems for them.

But for all you coaches, it’s holding your clients’ hands while you help them implement these coaching principles in their life, one-on-one.

“The only thing standing between you and a line of people wanting to work with you is really great content.” — Miles Beckler

Selling the farm is exactly what master coaches like Brooke Castillo and Jody Moore have done. They have been extremely consistent with their free content, blog posts, podcasts. In large part because of that consistency and information generosity, they have multi-million-dollar businesses.

Bottom line: the more people you help get what they want, the more you’ll have what you want.

That means you give away as much information as you can, and sell the farm if that’s what it takes.

Don’t worry about selling the farm in this video. Just think about what would be an extremely helpful tool to teach your ideal client, and teach it to them in 3-5 minutes. Then remind them there’s more waiting in your coaching program.

What’s next?

Now you know why video marketing is important, where to put it, and what to say in it. You even know how to go about recording value videos and how much information to give away.

If you want a more in-depth strategy of what to include on your other website pages, get my coach website copy guide here. It’ll lead you through all the pages you need on your site and what to include on each page.

I hope that’s helpful!

Jennie

P.S. Record your value video using a tool like Loom, which offers quick editing and an easy download.

Put the video on the page directly after someone signs up for your list, since they’re never more likely to say yes again than in that moment when they’ve just said yes!

Remember that the purpose of the video is to position you as an authority.

Teach them one piece of your coaching program in detail, then outline the other bits that they’ll get if they sign on to your coaching program.

Then give them a call to action — in most cases, that’s to sign up for a mini session with you. Then offer a button below the video that leads to your scheduling page.

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Hi, I’m Jennie.

I build beautiful, highly targeted websites for life coaches so they can get their mind off their website and onto becoming an example of what’s possible.

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