If you’re putting together a business video strategy, you might look at case studies, social media content, or something swish with FPV’s and all that. But there’s one type of video that often gets overlooked – and it just happens to be the most important of all: the sales video.
Yes, every business needs to sell, obviously….! And yet, we don’t see nearly enough companies investing in a dedicated sales video.
It’s not because they’re hard to make. In fact, sales videos can be surprisingly simple – especially if you keep them under 60 seconds. A punchy one-minute video is not only easier to produce, it also forces you to sharpen your marketing message generally – so it’s a brilliant exercise in understanding what you do, who it’s for, and why it matters.
Even better, sales videos are incredibly versatile. Use them on your website, in email campaigns, for retargeting ads on Facebook or YouTube, or even to loop at events. They’re the kind of flagship video that keeps working across platforms and channels.
And yes – we’ve made a lot of them too! Over the years, we’ve written and produced sales videos for businesses of all sizes, in a wide range of sectors. Along the way, we developed a simple structure that works every time.
We call it the Sales Video Stepping Stones.
What are the Sales Video Stepping Stones?
Imagine your ideal customer is on one side of a river. You – with your amazing offer – are on the other.
Your job? Lay down enough stepping stones so they can cross over to you with confidence.
Each stepping stone is a part of your message. The more you include – and the more compelling each one is – the more likely they are to reach you and take action.
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Here’s a breakdown of all 11 stepping stones we use when scripting a sales video.
The 11 Sales Video Stepping Stones
Hook
Grab attention straight away. Like a tabloid headline, your opening line or visual should make someone stop scrolling and pay attention. If they don’t pause, they don’t watch.
Problem
Connect by identifying a real issue your viewer faces. Maybe even dramatise it a little. You want them thinking, “Yes – that’s exactly what I’m dealing with.”
Solution
Introduce your product or service as the fix. Position it as a golden ticket or a magic key – the obvious next step after the problem you’ve just highlighted.
Benefits
Don’t rattle off features. Explain how those features actually help. Will it save them time? Make life easier? Solve a headache they’ve had for months?
Objections
Pre-empt the “Yeah but…” thoughts. What would stop someone from buying? Cost? Time? Complexity? Handle those hesitations upfront.
Credibility
Why should they trust you? Mention awards, experience, big-name clients, or even just a human story that shows you know your stuff.
Proof
Back it up. Share a quick testimonial, a result you’ve delivered, or a short demo. “Don’t just take our word for it” goes a long way.
Offer
Now it’s time to lay it all out. What are they getting? Spell out the value. If you’ve got extras, bonuses or discounts, here’s where to showcase them.
Risk
Make it safe to say yes. Money-back guarantees, flexible terms, or trial periods remove barriers and reduce friction.
Deadline
Without a reason to act now, many people simply… don’t. A limited-time offer or exclusive bonus gives them a gentle nudge.
Call to Action
End with one clear instruction. No ambiguity, no “find out more if you like.” Tell them exactly what to do next – and make it easy to do it.
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Need Help Creating Yours?
The good news is, you can write a sales video script yourself using this very framework. In fact, most businesses already have much of the content from pitches, brochures, or website copy.
But if you’d like help, we’ve got a ready-to-go script template you can use – or better yet, we can handle the writing and production for you. It’s a fast, cost-effective way to get a video that genuinely helps your business sell.
