Creating Videos That Help You Sell


VEGAS VIDEO CO-OP founder Scott Whitney has produced over 1,300 multi-camera, broadcast-quality videos for entrepreneurs, entertainers, and companies big and small. Here are 10 things he has learned.

OTK011. Claiming your own credibility is the weakest way to establish it.
When a prospect watches your videos for the first time, you start with near-zero credibility. To try to solve that, most people begin by claiming their own credibility. We call this the “drunk guy at the party” syndrome.

You’re at a party, and a drunk guy comes up to you. He begins spewing all the things he does, and how much money he makes, and all the people he works with, and, “oh by the way here’s my card”. What do you want to do? If you’re me, you want to run to the bar. Guess what? Most websites and videos behave exactly like the drunk guy at the party.

Credibility must be earned. Instead of beginning your videos with some statement of self-worth, recognize you bond with people on their problems, not your solution. To the extent you are able to accurately describe the issues facing your prospects, you immediately reduce the natural tendency people have to distrust, or “push back” on what you have to say.

You bond with people on their problems, not your solution.

OTK022. Clients and prospects are only motivated by two things.
Doubling your benefits doubles your value. Instead of struggling to figure out what motivates a prospect, you can take any list of benefits and apply a “Gold Medal” and “German Shepherd” to it.

While some people are motivated by positive reward (Gold Medals) others are even more motivated by the reduction of problems or pain (German Shepherds). Recognizing this fact will double the reasons to do business with you. When speaking of a benefit, you can ensure 100% of your audience will connect with your story by positioning both a Gold Medal and German Shepherd outcome. And for those prospects motivated by both? A home run.

This form of positioning has been around a long time. Remember these:
Miller Beer: Tastes Great (GM). Less Filling (GS).
Johnson’s Baby Shampoo: Gentle on hair (GM). No more tears (GS).

This type of positioning has been around a long time because it works. Bottom line? Always positive is not always the most production.

OTK033. All videos should do one of two things.
When visiting most high-end video studios, you’ll spend a lot of time hearing about their super-fancy equipment. What you won’t hear is what their videos are meant to accomplish.

It’s not about “likes” or “views” or “retweets” or any of that nonsense. For a video to be successful, it MUST either make you money or motivate people to take action on your behalf (or both). This understanding moves the discussion from the technical aspect of video production (which is expected to be at a professional level) into a sales and marketing discussion. Without a strong idea of your “call to action”, or what you’re trying to accomplish from a business perspective, video production becomes more of an ego boost and less of an income boost.

Your videos should either make you money or motivate people to take action on your behalf. (Or both.)

OTK044. Address the competition.
After speaking about the problem a prospect faces, you must also address what a prospect has done in the past to fix it. We call this the “alternative solution”. In the three-step story-building process with which we guide all CO-OP Members, this second step is meant to subtly poison the competition. Skipping this step implies you have no competition, which is unlikely.

Interestingly, the number one alternative solution that every business faces is the status quo. . .that is, the decision to make no decision. However, as any Rush fan knows, those who choose not to decide still have made a choice. And a choice to do nothing is a sales lost.

OTK055. Nobody cares what you do.
While it’s healthy to think of yourself as special, the truth is nobody cares what you do. They only care what you do for them. To the extent you focus less on what you do and more on the problem you solve, the effectiveness of your videos (and sales in general) increase.

OTK056. When making your offer, DO NOT focus on the wrong item.
If your offer was expressed as a mathematical equation, it would be:

OFFER = Delivery + Outcome

The vast majority of people focus mostly on the delivery. . .that is, the things or activities which are delivered to a client. Your client, on the other hand, doesn’t care about the delivery. They care about the OUTCOME. The “ratio of importance” for the offer is 90/10, where 90% of your story should be about the outcome (or result) of working with you. 10% of you talk/video should be about how you’re going to make it happen.

OTK077. Homemade videos are no longer charming.
Because the interest in video has continued to increase, many people attempt to shoot their own videos. The problem? Do It Yourself videos present an amateur effort which reflects poorly on you.

It’s not a big leap to believe the quality of your video is likely equivalent to the quality of your offering. If you’re not willing to invest in your business, why should somebody invest in you?

The challenge is cost. You can spend $500 to several thousand dollars having a great video produced in a professional studio. The good news? This is a problem we solve.

Amateur videos reflect poorly on you, which hurts your credibility and ability to close business.

OTK088. Websites increase your sales cycle, video (can) shorten it.
Before there were websites, how did somebody learn about a business? They spoke directly to a person who was taught about the company, what they do, and the problems they solve. Today, a person never has to speak to anybody when deciding whether a company makes their short list. In other words, your website acts like a brick wall with a bunch of “flyers” on it. This explains why the average amount of time somebody spends on a website is one minute.

Great video solves this problem. It keeps people on your website longer, allows you to properly establish your credibility, and human-enables your online presence.

OTK099. Search engines love video.
Guess who owns YouTube, the #2 search engine in the world? Google, the #1 search engine in the world.

That explains why it is common to see YouTube videos at the top of search results. Google loves video and clearly gives video content priority over other results. By creating strong video content, and placing it online in the most effective search engine optimized ways, you separate yourself from the competitive herd and increase the probability of engagement.

OTK1010. When does video matter?
If we say video is important, it’s like Santa Claus saying Christmas is a good idea. It’s an expected statement from somebody who is pre-disposed to such a belief. What is needed is an unbiased third party’s opinion. Like so. . .

According to Cisco, in 2013 66% of all Internet bandwidth was video. They predict that number will jump to 79% in 2018.

The reason?

Because video is important to people. And those people are your customers and prospects. Which means, video is important to you.

Why? For all of the reasons listed above. Because putting these lessons to work helps you, it also helps your prospects quickly find a suitable match to their needs.

You Can Make Videos that Turn Visitors into Buyers.

Given our 25 years of media experience combined with 17 years in the sales and marketing trenches, it shouldn’t be a surprise this list can’t possibly contain all the tips we have. We share that with our VEGAS VIDEO CO-OP Members.

  • Are you done waiting on the sidelines and letting the competition get the better of you?
  • Are you excited about using video to increase your probability of sales?
  • Would you like a chance to save off our published pricing?


With the recent launch our PHASE IV Membership, we’re offering a special discount. We’ve decided to limit this offer to those who are able to decide quickly on becoming a Member. Our Membership pricing is already low, so click here for your discount promotion code!