The Plasma Cam sales video presents a 15 minute demonstration of how Plasma Cam can enable a user to rapidly cut intricate art and mechanical pieces out of sheet metal. The sales video utilizes several important techniques which are invaluable when included in a sales video.

Visually Interesting Material This visual review of the pieces is pleasant to look at, which is important. Visual appeal translates into a captive audience, an important ingredient of successful sales videos.

Characters the Viewer Can Identify With: There are several characters in this video and all, with the possible exception of the first narrator, are real people. Most significantly, these are people that potential customers can identify with. Stan, the narrator describes himself as a “nuts and bolts person who doesn’t know much about computers. As a character, Stan is a guy who wants the ability to create art work and mechanical pieces out of sheet metal. While working with a computer is uncharacteristic for him, he is willing to use it because it allows him to operate the plasma cam and achieve his goal of the seemingly effortless production of custom designed metal parts. Sam represents a large segment of the audience the video is targeting. Other real life characters who present testimonials include, the owner of Industrial Zen Design, who uses the machine to turn out metal parts for design and art. The Production Manager of PFT, (a metal working shop), who can save vast amounts of time creating parts that took much longer on older machines and the president of Turbo Engineering LTD, who uses the machine to turn out car parts.

Answers Objections: One of the challenges of a sales video is to provide answers to objections potential viewers might have. In the normal sales process, salesman listen to customers objections and answer them, as they arise. In a sales video, however, the producers must anticipate the likely objections, ahead of time, and answer them within the video script. This video effectively addresses one main objection. The video targets people who will want to produce metal parts for their business, but who may not be regular computer users. The video addresses this possible obstacle to the sale via the speech of the characters. Stan, the narrator is a “nuts and bolts person who doesn’t know much about computers. ” However, as the video progresses, he is effortlessly downloading files, working with files visually on screen, and adjusting the plasma cam through manipulation of the software package. And Vinny Marchese the Production Manager of PFT appreciates how “plasma cam makes it easy for computer illiterates like me.” “I don’t want to be a computer genius,” Vinny adds, “I just want to be able to cut out my designs.” These two characters tell people like themselves that even computer illiterates can learn how to use the Plasma Cam program.

Addresses and Speaks to the Needs and Desires of Viewers: Super salesman Chuck Morgan says that the difference between a “seller” and a “teller” is that the teller merely describes the quality of a product, whereas a seller streamlines his presentation to the points which are likely to be emotionally exciting to the customer. A sales video has to achieve the same goal without the ability to talk to the viewers and pick up clues as to what their needs are. As is evident from the content selection of this video, the company determined that the ability of their product to rapidly and effortlessly turn out beautiful and intricate cut metal pieces is most likely to excite the audience. The video presents a lot of images of their machine accomplishing this and it is very effective.

In conclusion, four ingredients worth including in a sales video, include visually interesting material, characters or content that the audience can identify with, answers to likely objections, and presentation of the product qualities most likely to excite the audience.