Corporate videos are concerned with creating positive images and positive expectations about a company.A trade show video has the job of attracting the attention of passersby in a short amount of time, and giving them a reason for seeking more information about a company and or creating a connection with the company. But while all business is about making the sale, it is the sales video which is in the front line, when it comes to actually making the transaction go through.

While corporate videos impart lofty concepts and expectations about a company, and trade show videos impart imminent interest in knowing more about a company and website videos must imbue the web surfer with reasons to trust the company , the sales video is specifically charged with arousing, in the prospective customer, immanent desire to purchase the company product or service.

While all businesses must be conducted with and guided by rational considerations and well thought out plans, the actual moment of sale, the very basis of business life, is just the opposite. Once concluded, a sale is a sale regardless of the reason that motivated the customer to purchase. Often irrational emotions impel sales, and a good sales video has to target the real feelings and drives that lead to purchases.

By way of illustration of my point, look at this Ford super duty sales video. The video, which runs for a 1/1/2 minutes can be found at http://video.google.com/videoplay?docid=5061172069898463347# .
Throughout the 1 1/2 minute video, there’s not a single word spoken and only one information caption appearing on the screen. The rest of the time the camera pans around the Ford super duty truck, as some funky jazz music plays in the background.

As people watch this video, images of the sleek truck the cool music and preformed branding images of Ford race through their mind. They soon begin to think of the lifestyle of successful people that gose along with owning a Ford heavy duty truck. People associate owning a great work truck truck with successful careers, with a girlfriend or family, or else just plain good times trekking around, off road. A viewer feels powerful, he feels good. he feels happy.

Sales experts point out that these instinctual emotions are what really drive sales, much more than the rational preliminary considerations, which act like fences which attempt to guide and hold our emotions in bounds. But at the actual moment of the sale, these primitive feelings escape and win the day.

Images that will drive this sale, include the sleek compact look of the car, the even side trim, the wide heavy duty tires, capable of off road travel, the roomy interior and the close up of the steering wheel, which invites a viewer to grab hold and drive.

At the moment, when the viewer begins to picture himself driving the car, the sales video has begun to succeed. And more so than in any other type of video, this process that takes place during the viewing of a sales video is visceral as opposed to rational and cerebral. The fundamental question, uniquely raised by a sales video, is whether I, (the purchaser), will enjoy using the product so much that I am willing and ready to part with some of my hard earned dollar in order to acquire it. So therefore, the sales video seeks to make the viewer feel that he will immensely enjoy using the product.

Experts frequently remind us that the more the potential enjoyment of owning or using the product being sold or receiving the service being offered is related to fulfillment of one of life’s fundamental drives related to love, dating, marriage, food, etc. the more likely it is that the sales video will succeed.