Video Scripts, Email Content, AI Tools and More
Video messages are one of the best ways to connect with prospects and differentiate yourself from the competition. With a video message, you can show, rather than tell, and cut through the noise to make a personal connection.
But still, video is not a silver bullet. There are ways to do video outreach right, and ways to do it wrong!
In this article, we will give you the formula for success. You can then take these formulas and apply them to your business. You might have to tweak and iterate them to work for you… But that’s the point! If it were easy, any AI bot could do it.
Read on to see how to create compelling video messages that will fill gaps in your sales funnel and generate pipeline.
Before we dive in, it’s important to take a second and think about what a video email really is.
Of course, you have your ACTUAL video, but there’s more than that!
A video email is like a gourmet sandwich, with the video being the meat in the middle. Sure, the meat is important – and is really what defines the sandwich – but if you don’t have good bread on either end, then the sandwich isn’t making it to your mouth.
In addition to your video “meat” you need to think about the “bread” sandwiching your video to have a tight video message. These are the 3 components to a strong video message:
Keep in mind that all three parts are vital to creating compelling video messages. In this article, we will include scripts for all 3 components.
Writing a video script can be the toughest part of your video email. You need to create a compelling message… in just 20-40 seconds (before you lose your viewer’s attention).
This is a general framework to use for your video prospecting scripts, first shared by Video Selling Coach, Chris Bogue:
You can also check out the video script template that Sales Leader, Hamish Stephenson, uses to get 90%+ email opens:
This is a timeless classic: your basic introduction video.
No need to overthink, just let your prospect know WHY your solution exists, and how it can help them!
It works great as the first touch of a sales sequence. Essentially, you are introducing yourself, and sharing how you can help your prospective customer.
Save Video Landing Page content as “templates” in Sendspark, so you can add them to your video with one-click after recording.
(Record yourself in spotlight mode over their website)
Hi [name]
[Something about them they will recognize as true, like “I see that you really care about delivering a personalized experience to your customers” ]
[Shared value, like “we’re also big advocates of personalization here at Sendspark…”]
[Potential benefit of your service, like “but we know that the big tradeoff of personalization is TIME. So we’ve built a platform to create personalized videos at scale. You can still deliver a powerful, personalized experience to your customers, in a fraction of the time ]
I’d love to show you how this can work for [Company Name]. Feel free to grab some time on my calendar below top see a demo.
Subject: [Prospect Company Name] Intro
Hi [Prospect Name],
As a [criteria for reaching out], I thought you might have [problem].
[Your company name] can help you [achieve x results] with [your process].
Here is a quick video to [demonstrate value].
[ Sendspark Video ]
Would love to share more over a brief call. How are [a couple of times, in their local timezone].
Best,
[Your Signature]
Hi [Prospect Name]
[ Video ]
I’d love to share how we can help [Prospect Company] achieve [desired results]
My Calendar
The competitor alternative video is a great way to show how you are better than the current solution your prospect is using.
The idea is… If you know they are using a competitor, you can be relatively confident that (1) they are the right customer persona, (2) they have “the problem,” and (3) they are currently paying to address it.
That means that they are qualified… If you can show that you’re 10x better than your competitor. Here is a script we recommend:
(Record over your product, but start in camera spotlight mode to keep the focus on you)
Hi [Prospect Name],
The main benefit of switching to [Your Company], is that you can [key differentiator].
This means you get [key benefit]
It looks like this…
Close spotlight mode, and demo the key benefit of using your platform. This is not the “how it works,” but rather the vision of how great their life would be if using your platform. For example… “If you use Sendspark instead of a standard screen recording platform, you can instantly generate hundreds of personalized videos at scale, leading to up to 3x meetings booked from the same email campaign you’re already sending out…”
I’d love to show how this could work for [Prospect Company]. Feel free to book a demo using my calendar below.
Subject: [Competitor Name] Alternative
Hi [Prospect Name],
I noticed you were using [Competitor Name].
This is a great choice for [common feature].
However, a lot of [Competitor Name] customers struggle with [problem your competitor fails to solve].
For this reason, we’ve made [Your Company Name] to help [solve problem] with [your main differentiator].
Here is a quick video to show you how it works:
[ Sendspark Video ]
Would love to share more over a brief call. How are [a couple of times, in their local timezone].
Best,
Hi [Prospect Name]
[ Video ]
I’d love to share how we can help [Prospect Company] achieve [your main differentiator]
My Calendar
It can be effective to show how your product can plug into an existing platform or partner solution to enhance their process.
Whether you’re getting contacts from a partner or directly from ZoomInfo or Builtwith.com, you know that there’s likely a good opportunity for you to help the prospect.
Video can be a great way to show exactly how your product can improve their lives.
(Record over a webpage that shows your solution and the partner service together)
Hi [Prospect Name],
Here’s a quick glimpse of how [Your Company name] works with [Partner].
You can see [Key Benefit]...
I’d love to show how this could work for [Prospect Company]. Feel free to book a demo using my calendar below.
Subject: [Partner Platform] Add-On
Hi [Prospect Name],
I noticed you were using [Partner Name].
We’ve built an integration with them to help with [Use Case].
This can help you get [Key Benefit].
Here is a quick video to show you how it works:
[ Sendspark Video ]
Would love to share more over a brief call. How are [a couple of times, in their local timezone].
Best,
[Your Signature]
Hi [Prospect Name]
[ Video ]
I’d love to share how we can help [Prospect Company] achieve [Key Benefit]
My Calendar
In sales, we’re always trying to show how our product can cure pain. This often means shining a light on pain that prospects are not aware they have, because they’ve already grown to live with the pain.
If your prospect has a pain that can at all be made visual with video, this is a golden opportunity for you. You can use a video to help your prospect visualize their pain, and then immediately see how you can fix it for them.
Great examples for pain you can highlight:
Record one video and add it to the auto-confirmation email in Calendly / your meeting platform of choice, so that you don’t have record a similar video for every meeting.
(Record over page that visualizes pain)
Hi [Prospect Name],
Here’s [describe pain], which often leads to [unwanted outcome].
(switch page to show solution)
We can solve [pain] in this way… [explain solution].
This has helped others get [benefit].
I’d love to show how this could work for [Prospect Company]. Feel free to book a demo using my calendar below.
Subject: [Pain point]?
Hi [Prospect Name],
I noticed [Pain point]. This could be causing [Unwanted Outcome].
I made you a quick video to show we’re helping other companies in the space achieve [Desired Outreach].
[ Sendspark Video ]
Would love to share more over a brief call. How are [a couple of times, in their local timezone].
Best,
[Your Signature]
Hi [Prospect Name]
[ Video ]
Let’s get [pain point] under control! Please feel free to use my calendar link below to schedule a meeting.
My Calendar
We all know the pain of staring at the clock, waiting on a sales call, for the prospect who never knows up. Nothing like knowing you can never get back the time in your life you spend researching and preparing for a call that never happens…
The good news is that pre-meeting videos can dramatically reduce meeting no-shows, even when they are pre-recorded (not personalized for every prospect).
They get across (1) value for the prospect if they show up, and (2) the fact that you are a human, and it would be rude for them to ghost you.
Check out Sendspark’s custom intro feature to record a custom introduction that highlights your prospect’s pain, and stitch it with a pre-recorded video demonstrating your solution..
(Just record a webcam video, no screen)
I’m [You Name], [Title] at [Company].
I’m looking forward to our [type of call].
Typically, we will.. [Talk through agenda]
Does that sound good to you?
Let me know if you have any specific questions or goals you want to make sure we cover.
Subject: [Prospect Company Name] Intro
Hi [Prospect Name],
I’m looking forward to our call on [time/date].
Here is a quick video agenda of what to expect:
[ Sendspark Video ]
Does that sound right to you? What are you looking to get out of the call?
Best,
[Your Signature]
Hi [Prospect Name]
[ Video ]
Can’t make the scheduled time? No worries, you can cancel and book a new time on my calendar below.
My Calendar
Have you been on sales calls where your prospect asks you to send them the recording following the call because they want to loop in another stakeholder? And you just KNOW that they will never watch recording?
Well, instead of sending the full meeting recording, just make a quick video recapping highlights of the call.
Whether this is for the prospect your spoke with, or another team member on their team, try to capture the most relevant information for them, so they have a bite-sized chunk of sales collateral they can review at their convenience.
Check out Sendspark’s custom intro feature to stitch an existing product demo with the custom follow up message.
Hi [Prospect Name],
As we discussed [Key Feature] can help you achieve [Key Benefit].
Here’s a quick refresher of how it works so you can refer to it in the future.
[Walk through key features they were interested in during the demo].
Let me know if you have any questions, and [next action item].
Subject: [Your Company] Follow Up (Video)
Hi [Prospect Name],
It was great meeting you today!
I’m looking forward to working with you to [accomplish main goal]
Here’s a quick video recap that shows how you can use [You Product/Service] to [Perform Key Actions].
[ Sendspark Video ]
To get started, [recap next steps].
Thank you!
[Your Signature]
[Your Product Name] Highlights
[ Video ]
Excited to work with you! Use the link below to [next step]
[Next Step]
Video proposals are powerful for explaining what you are charging, and justifying the prices.
Whether you are replacing a PDF, or following up after a call, the videos let you talk through the details, and make sure your prospect understands the value they are getting.
Hi [Prospect Name],
Here’s a quick breakdown for the plan we’ve put together for [Prospect Company].
Each of these items is designed to help [Prospect Company] achieve [Goals].
[Walk through each line item and explain what it is & why it costs what it costs]
The next step is… [Next Step]
Thanks, excited to work with you!
Subject: [Prospect Company Name] Intro
Hi [Prospect Name],
I’m looking forward to working with you to [accomplish main goal]
I’m attaching the proposal to this email, along with a video that walks through the details
[ Sendspark Video ]
Let me know if you have any questions!
[Your Signature]
Hi [Prospect Name]
[ Video ]
I’d love to share how we can help [Prospect Company] achieve [desired results]
My Calendar
Sendspark is the #1 video platform for sales outreach. You can use Sendspark to record quick, personalized videos of yourself and your screen to send to prospects as part of the sales process. As you use Sendspark, you’ll notice all kinds of “magic” features designed to make your life easier and help your videos convert better.
You can create a free Sendspark account here, and follow the steps below to make your videos.
Follow these steps to record personalized videos to each of your prospects.
Follow these steps to create dynamic videos for your list of prospects. This means that, instead of recording each video for each prospect, you create one dynamic video that is automatically personalized for each prospect in your sales sequence.
Caroline Maloney at Apollo.io shares 3 ways she uses video:
Melissa Gaglione at Deel shares how she uses Sendspark + Aligned + Lavender for tight follow ups after demos
Here are some resources to start you off right with video selling!
Sendspark helps sales and marketing teams stand out and connect to customers with personalized video messages.