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Nowadays, anybody can create a video email message.  A quick Google search for “Video Email Software” will produce a slew of results, however unless that video email is creating some sort of capital, it is useless!

Making an effective video email does not need be a long intensive process if you use the 4 steps I outline below.

4 Steps to Craft an Effective Video Email Message

1. Figure out the Who/What/How
2. Come up with 3-5 talking points
3. Do a dry run of the video and stick to the things identified in #1 and #2
4. Once you can do a dry run comfortably, record the video and start using it

Here is an Example

Example: I spend a lot of time making cold calls to prospects and having to follow up once I reach them. I want to make a video email to follow up with a prospect after the first phone call so I can save myself time on the act of following up without losing that human touch; this way I can leverage video email to free up more time to make calls.

Who is my intended audience? A prospect that I just got off the phone with AND it’s the first time I’ve spoken to them.

• You always want to try and be as specific as possible. The more targeted the communication, the greater the buy-in will be from the viewer.

What do I want them to do? Since this is the first time I’m speaking to them, I want to start fostering trust – I want them to watch my bio video.

• Any act of marketing needs to have a clear call to action and a video email is no different.  Ask yourself, “What do I want the viewer to do after they have finished watching my video?”

How are they supposed to do this? Click on “Who Is Paul?” to the right.

• Making the call to action easy to follow is sometimes more important than the call to action itself. Do not make people jump through hoops. With jiveSYSTEMS, you can setup different buttons (known as Exit Links) that point to different places, like a bio video.  This is one of the more unique features of our video email marketing system that makes it really effective for marketing and sales.

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Next, let’s come up with some talking points

• Good talking to you
• Glad to answer your questions
• I’ll be following up with them

Now, it is time to do a dry run and stick to your guns so as not to deviate or drone on. We spend a lot of time, energy, and resources to get people’s attention – the worst thing to do once we have that is to ramble and waste it. When doing the dry run, focus only on the Who/What/How and your talking points.

“Hello, I am Paul Sokol with jiveSYSTEMS. It was great getting to chat with you on the phone today and connecting for the first time. I enjoyed talking with you and answering your questions regarding video email, and I’m glad I was able to help out. I wanted to send you a quick video email as a follow up to our call to let you know that I’ll be reaching out to you in a few days with some more information. In the meantime, go ahead and click on ‘Who is Paul?’ to learn more about me and what I do. Have a great day!”

The key to the dry run is to ONLY talk about the who/what/how and your salient points. This keeps your videos succinct, concise and actionable. It also saves you time.

Once you can do a dry run comfortably, go and record it. At this point, it shouldn’t take more than a few takes to get it right. Once you have a take that you like, all you have to do is start using that same evergreen (pre-recorded and reusable) video email every time that situation arises. Using video effectively really is that simple!

Also, recording video emails is a skill. The more you do it, the better you will get, so stick with it.

Wrap-up

At this point, we should be able to see how the 4 steps above will guarantee that your video emails are effective. The Who/What/How gives a clear path for the intended audience and what they should be doing. The talking points assist you in getting your message across effectively.

The only thing for you to do now is transition from thinking into doing! Start using these steps with the next video email you create and you will be well on your way to effectively adopting this technology to drive revenue. If you have any questions or feedback regarding this video email creation strategy, feel free to leave a comment below.