Using Video In Sales Pitches

Most people send a plain text email after a great sales call. I send a video. The screenshot below is a real follow-up I sent after a prospect meeting. Instead of just recapping in writing, I recorded a 2-minute Loom video sharing what I learned, what I’m envisioning for their event, and why I’m genuinely excited to work together. In today’s world of noise and automation, a video like this is a humanizer. It gives them something to feel, not just something to read, and it gives them a powerful tool to forward to their internal decision-makers. The psychology behind this is fascinating. When someone sees your face and hears your voice, it activates the mirror neuron system in their brain, essentially helping them feel emotionally connected to you, as if they’re in the same room. That’s empathy. That’s trust. And trust is what drives decisions. Research shows that only 7% of communication is verbal; the rest is tone, facial expression, and body language. In a sales process full of text and data, the human brain craves the richness of video. It’s also about cognitive ease. According to research from Princeton and the University of Michigan, people are more likely to trust and act on information that feels easy to process. A clear, engaging video makes your message stickier. Add a little story, a little emotion, a little spark, and suddenly you’re not just another vendor in the inbox. You’re a trusted voice. Taking the time to send a video builds social capital. It says, “I care.” It says, “This mattered to me.” That emotional generosity has ripple effects in a referral-driven business. So if you’re trying to stand out, build relationships, and grow your business, try adding a short, heartfelt Loom video to your follow-ups. Whether it’s a cold prospect, a warm lead, or a longtime client, your energy is your edge. Presence beats polish every time. Link to how to use Loom is in the comments. Happy Monday ya'll, let's go scale our impact.

8 Ways to Use Video in Your Outbound Strategy Most cold emails go unread. Most LinkedIn DMs get ignored. But video? It gets attention. 👇 Here are 8 ways to use video in your strategy: 1️⃣ Cold Emails – Stand Out in the Inbox ⇢ Replace long text with a 30-60 second video ⇢ Mention their name & company in the first 5 seconds ⇢ End with a clear call to action (ex: "I can send a quick demo recording—interested? or "Let me know if a quick walkthrough would help.") 💡 Example: Instead of: "I help companies like yours improve XYZ..." Say: "Hey John, saw your team is hiring. Curious how you're handling [challenge]. Here’s a quick idea..." 📹 Pro Tip: Use Sendspark to effortlessly personalize videos at scale—record once, send to many, and still make it feel 1:1. 2️⃣ LinkedIn DMs – Get More Replies ⇢ Most people send text-heavy DMs—you won’t ⇢ Send a short intro video instead of another sales pitch ⇢ Keep it casual, just like talking face-to-face 💡 Example: "Hey Sarah, saw your post on [topic]. Quick video with a thought—would love to hear your take!" 3️⃣ Follow-Ups – Remind Them Who You Are ⇢ Instead of “just checking in,” add value ⇢ Summarize a previous conversation or highlight an idea ⇢ Show you’re engaged, not just chasing a sale 💡 Example: "Hey Mike, quick update from my end. Here’s a quick 30-second breakdown of how we can help with [challenge]..." 4️⃣ Breaking Through to Cold Prospects ⇢ Hard-to-reach prospects? Try video instead of another email ⇢ Show you’ve done your research (mention something specific about them) ⇢ Use screen recording to personalize your outreach 💡 Example: Send a quick LinkedIn video instead of a generic InMail. "Hey Alex, noticed [something specific about their business]. Curious if this resonates?" 5️⃣ Proposal Reviews – Close Deals Faster ⇢ Walk them through the key points of your proposal in a quick video ⇢ Highlight the ROI and next steps ⇢ Reduces the back-and-forth emails and gets deals moving 💡 Example: "Hey Lisa, here’s a 2-minute breakdown of the proposal—let me know your thoughts!" 6️⃣ Handling Objections – Add a Personal Touch ⇢ If a prospect says "not the right time", send a video response ⇢ Address concerns in a conversational way ⇢ Builds trust faster than another email 💡 Example: "Hey Tom, totally get that timing is a factor. Here’s why teams in your space are looking at this now…" 7️⃣ Re-Engaging Cold Leads ⇢ If a deal goes silent, send a quick video to revive interest ⇢ Remind them of the value without being pushy ⇢ Works better than a generic “just checking in” email 💡 Example: "Hey Sarah, bringing this back into focus. My thought on [value prop]—worth revisiting?" 8️⃣ Thank You & Relationship Building ⇢ After a meeting? Send a quick thank-you video ⇢ Personal touch = stronger relationships ⇢ No pitch, just a way to stay top of mind 💡 Example: "Hey Dave, really enjoyed our chat today. Appreciate your time—looking forward to what’s next!"

As an executive buyer, I NEVER listen to the 60min recorded calls most AEs send post-meeting. Yet, I will almost always watch a short video. Here are 5 ways Aligned's sales team uses video to create an effective buying process: BUYER CHAMPIONS: 1. Buyer orientation As we send resources and collaborate in Aligned, we often create an ‘orientation video’ for complex deals. Mostly aimed at our champion, but also BTL stakeholders, we give a tour of how to buy from us. We share how each asset will help them, and how to best collaborate with us and their internal stakeholders. 2. Use case videos If our prospects have very specific use cases that they’re focused on (e.g. They’re buying Aligned to improve Multithreading), video is a great mechanism to highlight it. It takes just a few minutes and we can highlight 5+ ways Aligned helps with their specific use case. 3. Product focused videos There are certain areas that some stakeholders always want to dive into (e.g. RevOps & Enablement always want to see our SFDC/HS Integration and CMS). Forcing them to watch the full recorded demo would be overkill. So we share dedicated mini-videos and sometimes even re-record to tailor them specifically to each buyer. EXECUTIVE BUYERS 1. Business case walkthrough C-Suite and Economic Buyers will most probably never open your deck. So definitely don’t expect them to watch a full recorded call. If our champion is inexperienced, we’ll not only help with building the business case, but embed it in our shared room and record a video of us presenting it. 2. Proposal walkthrough In certain cases, especially when we don’t get to meet key decision makers, we’ll use video to present our proposal. People buy from people, not companies. Video is be a powerful way to both drive trust, and give your best shot at positioning your messaging and cover the business case behind it. —— If you’re only using video for prospecting… You’re missing out. Video runs the world. Even my parents are watching reels now! Remember: Your goal is not to be an Info Giver. It's to be a Sense Maker. And nothing helps a buyer with information digestion like video. P.S. We just expanded Aligned’s integration with Sendspark, which makes it so much easier to record and drop all of these videos into a single workspace. Check it out, you can use both for FREE.

I fired myself from my own sales videos. For years, I got the same feedback: "You lack energy on camera." It was frustrating. I could command a room on a live sales call, but the moment I hit "record," I froze. The irony is, I know the VSL formula by heart. I know exactly what makes people click. But the execution was a nightmare. Days of shooting and re-shooting only to sound flat. It's the classic trap: knowing the strategy but being the bottleneck in execution. So I ran an experiment. What if I could make a VSL using my brain, but not my on-camera persona? - I used ElevenLabs to "brush up" my voiceover, giving it the energy I couldn't muster on command. - Then, I used HeyGen to dub that powerful voiceover onto an AI avatar of me. - Then the whole thing was assembled in Canva, using a simple presentation with B-rolls. Total time from script to final video: under 2 hours. This isn't just about saving time. It's about removing yourself as the obstacle. Here is the exact VSL formula I used, which you can now execute in a fraction of the time: 1/ Open with 3 pain point statements you've extracted directly from your sales calls. 2/ Describe their "ideal solution" without ever mentioning your product. 3/ List the common "alternatives" they've already tried and failed with. 4/ Build rapport with a short personal story, empathizing with their pain. 5/ Transition to your solution as the only logical answer to all the alternatives. 6/ Finish by repeating your call-to-action at least twice. Based on my experience, the most effective format is a mock "presentation" with a small talking-head bubble. It’s a familiar and trusted setup for prospects. Paired with fast-paced word bursts on screen, it keeps them engaged. And remember, one video, one goal. Your CTA must be singular. I spent years avoiding video because I thought my personality was the problem. Turns out, it was a workflow problem. And AI just solved it.

Early in my career I drove 120M views on YouTube. In fact, my strategy was so successful that Google made my case study into an ad campaign. (yes, that's me!) Here are the principles that made it work then and what I'd do differently today: #1. Be totally obsessed with your client journey. To do this, you need to understand your ideal client. My ideal client happened to be a 4-year old. I poured over popular kids TV shows, read books they loved, hung out with my ICP on the playground. You can do the same thing no matter what product you sell. -What questions they have in the buying journey?  -What goals are they solving for?  -Where do they go to get information?  -How do they consume content?  -What type of language do they use?  (Pro tip: Feed your Gong transcripts into ChatGPT.) -What motivates them?  -What scares them? -- (The best CRO I ever worked with said, “Find their pain point and stick your finger in it and rub hard.” Graphic, but unforgettable. Brad Myers) And create content that fits in with that journey. #2. Be lean and have a good mic With just me and a part-time videographer, we produced 47 videos in one year. We built a recording studio in the office and made a dolly out of PVC pipes we bought from Home Depot. People will forgive low production value. They will not forgive bad audio. If you invest in only one thing, make it a good microphone. #3. I’d break my video content into three categories: Drive Traffic: Start by turn your top 5 performing blogs into videos. Retain Clients: Build a library that teaches customers how to get more value from your product. Close Sales Faster: Address your top objections head-on in video form. Here's what I'd do differently today: #4. Invite your ideal client to create content with you. Instead of cold outreach, I’d take my top 50 target accounts and invite them onto a podcast or video series. It’s a warmer way to start a conversation and build a deeper, more meaningful relationship. From there, I’d slice the conversation into highlights and distribute them across social channels. This does three powerful things: --> Builds brand association between them and you --> Positions you as a thought leader with your audience --> Creates a flywheel of content that attracts more of the right people I’m running these exact plays with a few clients right now, helping them turn audience insights into content that drives sales. If you want to see what that might look like for your business, DM me and I’ll share a couple of examples.

I don��t think video is a good idea for every business. In fact, without a plan, it’s often a giant waste of money. The number one thing I ask leads when they tell me they "need a video" is: "What for?" Without a specific action plan for who it’s for and where it fits in your process... a few things will happen: - You get a file that sits in Google Drive and never gets used. - You pay for a "professional look" that doesn’t actually close customers. - You attract a crew that makes beautiful imagery that speaks to no one. 𝐕𝐢𝐝𝐞𝐨 𝐢𝐬 𝐭𝐡𝐞 𝐦𝐨𝐬𝐭 𝐩𝐨𝐰𝐞𝐫𝐟𝐮𝐥 𝐭𝐨𝐨𝐥 𝐰𝐞 𝐡𝐚𝐯𝐞...𝐢𝐟 𝐲𝐨𝐮 𝐮𝐬𝐞 𝐢𝐭 𝐫𝐢𝐠𝐡𝐭. 𝐓𝐡𝐞 𝐝𝐚𝐭𝐚 𝐩𝐫𝐨𝐯𝐞𝐬 𝐢𝐭: - 𝐈𝐭 𝐜𝐥𝐨𝐬𝐞𝐬 𝐝𝐞𝐚𝐥𝐬: In 𝐖𝐲𝐳𝐨𝐰𝐥’𝐬 𝟐𝟎𝟐𝟓, 89% of people said watching a video convinced them to buy a product or service. -𝐈𝐭’𝐬 𝐡𝐨��� 𝐩𝐞𝐨𝐩𝐥𝐞 𝐬𝐡𝐨𝐩: 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐒𝐢𝐥𝐤 found that 1 out of every 2 people buy health products because of social media videos. Without a video plan, you are missing how people make health choices today. -𝐈𝐭 𝐡𝐞𝐥𝐩𝐬 𝐩𝐞𝐨𝐩𝐥𝐞 𝐡𝐞𝐚𝐥: 𝐓𝐡𝐞 𝐉𝐨𝐮𝐫𝐧𝐚𝐥 𝐨𝐟 𝐌𝐞𝐝𝐢𝐜𝐚𝐥 𝐈𝐧𝐭𝐞𝐫𝐧𝐞𝐭 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡 says patients remember health instructions much better via video. People remember 95% of a video but only 10% of what they read. So, how do you leverage these stats and avoid the money pit? 𝐔𝐬𝐞 𝐦𝐲 𝟓-𝐏𝐨𝐢𝐧𝐭 𝐔𝐬𝐞-𝐓𝐞𝐬𝐭: 𝟏. 𝐖𝐡𝐨 𝐢𝐬 𝐭𝐡𝐢𝐬 𝐟𝐨𝐫? In B2B, we target a role. Who is that person and how do they relate to the problem you solve? 𝟐. 𝐖𝐡𝐞𝐫𝐞 𝐰𝐢𝐥𝐥 𝐭𝐡𝐞𝐲 𝐬𝐞𝐞 𝐢𝐭? Distribution is nearly free, but context is everything. Are they watching this on a phone in a waiting room or on a laptop in a boardroom? 𝟑. 𝐖𝐡𝐚𝐭 𝐢𝐬 𝐭𝐡𝐞 "𝐍𝐞𝐱𝐭 𝐒𝐭𝐞𝐩"? What exactly should they do the second the video ends? 𝟒. 𝐇𝐨𝐰 𝐰𝐢𝐥𝐥 𝐰𝐞 𝐦𝐞𝐚𝐬𝐮𝐫𝐞 𝐬𝐮𝐜𝐜𝐞𝐬𝐬? Don't just look at views. Look at results. 𝟓. 𝐖𝐡𝐲 𝐝𝐨𝐞𝐬 𝐭𝐡𝐢𝐬 𝐇𝐀𝐕𝐄 𝐭𝐨 𝐛𝐞 𝐚 𝐯𝐢𝐝𝐞𝐨? If it could just be an email, don't waste your budget. 𝐓𝐡𝐞 𝐦𝐞𝐭𝐫𝐢𝐜𝐬 𝐈 𝐥𝐨𝐯𝐞 𝐭𝐨 𝐭𝐫𝐚𝐜𝐤: - 𝐓𝐡𝐞 "𝐍𝐨-𝐒𝐡𝐨𝐰" 𝐑𝐚𝐭𝐞:  Send a "What to Expect" video in reminder emails. If more people show up to appointments, the video just paid for itself. -  𝐓𝐡𝐞 "𝐃𝐞𝐟𝐥𝐞𝐜𝐭𝐢𝐨𝐧 𝐑𝐚𝐭𝐞": Put a troubleshooting video in your app. If support tickets drop by 20%, that video is now a high-margin employee. - 𝐓𝐡𝐞 "𝐎𝐧𝐛𝐨𝐚𝐫𝐝𝐢𝐧𝐠 𝐒𝐩𝐞𝐞𝐝": If a video helps a doctor learn your software in 5 minutes instead of 20, they are much more likely to keep using it. These questions separate an expensive file that gathers digital dust from an investment that returns exactly what you planned for. The Goal: 𝐒𝐭𝐨𝐩 𝐦𝐚𝐤𝐢𝐧𝐠 "𝐯𝐢𝐝𝐞𝐨𝐬." 𝐒𝐭𝐚𝐫𝐭 𝐦𝐚𝐤𝐢𝐧𝐠 𝐭𝐨𝐨𝐥𝐬. 

If you’re not using video while prospecting, you’re making your job harder than it needs to be. Here are 3 ways I use video throughout my deals: 1. Personalized Prospecting Videos – Quick intros tailored to the prospect – Reference their company, team, and pain points – Ideally under 60 seconds 2. Video Follow-ups – Cut through crowded inboxes – Tackle objections head-on – Show a quick feature or workflow 3. Customer Story Videos – Show how others are solving similar problems – Focus on relevant use cases – Easy for champions to forward internally For those of you who want to use video but aren’t sure how to start, Sendspark makes it easy. Tips that make a difference: – Always include a clear CTA –Keep your background clean and audio clear (sounds obvious but this is a must) – Don’t record more than 3 attempts. (Unless your video is unusable, don’t overthink it, just send the video.) Seriously, videos are slept on, I’ve booked meetings and closed deals faster by leaning into video. Are you using video? If so, what’s been working best for you? #sendspark #video #sales