For your next sales call, a short promotional video about your product or service can mean the difference between making the sale and losing it. Not that a video is an all-powerful device but, together with your other marketing tools, a properly planned video will place you above the competition.

The most powerful component to an promotional video is client testimonials. Your best clients describe on video all the benefits your company provided. Unlike a testimonial on a brochure, a video testimonial is more genuine. Your client is telling your prospects how great you are!

Of course, the main goal of the video is to provide your prospect with a succinct and clear description of what you do. Depending on your industry, educating the prospect may be a goal. In addition to explaining why a customer should choose product A over B, the video can help educate the customer to make their own well-informed decision.

Another benefit is video's high perceived value. A video, whether it is a VHS tape, DVD or CD, is less likely to be tossed as "junk mail" would.

An promotional video has many positive possibilities. Guarantee your video will be a great return on your investment by following a few simple tips before you begin:

• Know your audience - A video with computer basics to a computer firm will only annoy your prospect. Be aware of whom you want to target and adjust language, benefits and goals accordingly.
• Keep it client-centered - Explain your prospect's benefits. "The food will be delivered fresh and on time" rather than explaining your top-of-the-line refrigeration system which keeps the food fresh.
• Have a call-to-action - What good is a video or any marketing material if your prospect does not act? Whether it is a free gift or a limited-time discount for mentioning the video, there must be value-added benefits to make the prospect call now.

Bring your clients with you (in the video that is!) to your next sales call and see all the benefits an informational video can provide for you.