Video creation tips for the end of your conversion funnel
Marketing your product or service is hard, but knowing what stage of the funnel your customers are in (and adjusting your marketing accordingly) is a great way for you to reap big rewards.
By now, you know that you should tailor your content to customers to meet them where they’re at. Once you’ve generated some leads and nurtured those leads, you’ll have a small pool of people who are ready to buy. So how do you connect with those people and get them to actually make a purchase?
The end of the funnel = Closing the Sale
An experienced salesperson knows that the final stage of the sales conversation is the part where you close the deal. You bring the prospective customer to the point of decision. Either they say yes and buy now, or they say no and walk away. If they say no, you may have lost them forever, so it’s imperative that you clinch this part of the conversation.
Here’s the power and beauty of video: Video is the form of media that most closely replicates a real-live human salesperson. Paying a sales force is expensive, and it’s not very scalable. In contrast, creating one, high-performing video might cost less than paying a salesperson for one month, but it can bring you results 24/7, and it won’t ever ask you for a commission.
Closing the sale is hard, and it is often done wrong
You’ve seen cheesy, thinly-disguised video sales pitches where you stop the video as soon as they come to the “offer.” It’s a shame that many videos fail precisely right here due to poor construction and not following best practices.
This is why you need a video expert who also understands sales. Every video team knows how to hire actors, shoot footage and edit clips into a finished product, but do they have what it takes to sell? You need someone who is able to pitch your product in a way that leads your customers all the way down the path, pushes open the gate labeled “Buy,” and nudges them gently through.
Analogy to a human sales conversation
Imagine that you are selling your product face to face with a prospective customer. You watch them nod, smile, and light up at the things you’re saying. You hear them say, “Yes, I think this is what I’ve been looking for.”
Would you choose that moment to walk away?
Of course not!
A great salesperson would say, “Perfect! Let’s get you set up. All I need is your credit card number and we’ll get you all ready to go.”
And THEN the fun would begin.
Suddenly, your prospect would get a worried look on their face and they would hem and haw and make some excuse about why they’re not ready to decide just yet.
You would handle their objections. Remind them of the value of the product. Fix their eyes back onto the reason they came to you in the first place. Get them nodding and smiling again. Hear them agree with you that this decision is not only in their best interest, it’s what they actually want to do. And then you would ask for the sale again. And they would buy. Not everyone, but a significant number would.

What Video HAS to Do (And Where Most Sales Videos Get It Wrong)
Here’s where many videos get it wrong: In a video that’s created specifically for the bottom-of-the-funnel customer, you have to ask for the sale.
Otherwise, it’s like shaking that client’s hand right when they’re the most ripe to purchase and saying, “Well, glad you think it’ll work for you. See you later.”
However, in videos, many people choke at this stage. They get embarrassed. They get awkward. And because it feels uncomfortable, they never ask for the sale.
In effect, they’re leaving it to chance whether or not anyone will buy. They’re just waltzing along with their fingers crossed, hoping that people will make the decision on their own.
Here’s the problem. People don’t buy on their own.
You wouldn’t run the rest of your business by leaving things to chance. You don’t waltz through the meadow with your fingers crossed when it comes to making profits. You don’t just “hope and pray” that your business will stay afloat. So why would you take that approach in your video spots?
How much more business could you do if your corporate videos closed deals day after day, kept customers’ attention to the end, and stimulated them to act? Say hello to insane conversion rates when you follow these tips.
Video Best Practices for Pitching Your Offer and Closing the Deal
When you’re showing a video to the client who is at the brink of buying, you can and should make a clear offer and ask for the sale. You would amazed how much you can increase your conversion rates just by doing this.
We don’t have room on this page to go into detail on all the practical steps to implement this, but here are some hints to get you started.
- Keep the viewer’s interest. They can stop the video whenever they want.
- Describe your offer in clear language that a child could understand. Confused prospects don’t buy.
- Focus 80% of your script on the transformation and the benefit your client will obtain, and 20% on the deliverables.
- Foresee and address the biggest objections that people will have. Overcome these objections.
- If you have a money-back guarantee, don’t just say, “money-back guarantee.” Write your guarantee in a creative way. Make it clear that you’re shouldering all the risk on yourself. Let the customer feel like it’s a no-brainer to buy your product.
- Don’t be afraid to be assertive when addressing a person at this stage of readiness to buy. Stay on the side of confident optimism, and stay far away from the style of a sleazy used car salesman.
- Create urgency in your customer’s mind (more on this point in the next email).
- And of course, ask for the sale. Tell the customer exactly what to do to buy your product. “Click this button and enter your credit card number.” Asking for the sale is asking a customer to DO something, to take a very specific step. It should start with an active verb.
Streamline Your Implementation Of These Tips
Not sure how to create a video that will close deals and win sales? The easiest way to do it is to contact the video professionals at JLB Media. With a nationwide presence and a strong portfolio of video projects, we can create your bottom-of-the-funnel sales pitch or offer video from start to finish. Contact us today to get started.
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Creating urgency is one of the most powerful ways to ensure that your customers don’t hesitate or delay when buying. Keep your eyes open for our next segment on this page, where we’ll look at several ways that you can create urgency.
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