How to Use Video to Connect with Prospects

10 November 2025

Let’s face it — in today’s noisy digital world, just getting your foot in the door with a potential customer feels like an Olympic event. You’re competing with emails, ads, pop-ups, and an endless scroll of social media posts. The good news? There’s a not-so-secret weapon that can cut through the clutter and actually connect with people: video.

Whether you’re running a small business, managing sales at a startup, or leading a marketing team, video isn’t just a “nice to have” anymore — it’s essential. And no, we’re not talking about big-budget productions that take months to edit. The beauty of video is that it can be as simple or as creative as you want, as long as it’s authentic and strategic.

So, how exactly do you use video to spark real conversations with prospects and build trust before the first handshake (or Zoom call)? Buckle up. We're about to unpack all of it — step-by-step.

Why Video Works So Well in Sales and Marketing

Before we dive into the how-to, let’s talk about the “why.” Why does video have such a strong impact when it comes to connecting with prospects?

1. People Trust Faces, Not Logos

When someone sees your face, hears your voice, and watches your body language, it humanizes your brand. Think about it — are you more likely to respond to a well-designed PDF attachment or a quick 60-second video from someone who sounds like they actually care?

2. It Cuts Through the Noise (And the Inbox Clutter)

Most email inboxes resemble a war zone — promotional emails left and right. But when a prospect sees a custom thumbnail with a play button and maybe even their name written on a whiteboard? Now that grabs attention.

3. It Speeds Up Trust

Trust is the currency of every meaningful relationship, especially in sales. Video helps you fast-track trust-building by showing you’re not a robot behind a screen. You’re a real person with a real solution to a real problem.

Types of Videos That Are Great for Connecting with Prospects

Not all videos serve the same purpose. Depending on who you’re reaching out to and where they are in the buying process, different types of videos will do better. Let’s break them down.

1. Personal One-to-One Videos

These are like personalized voicemail messages — but with your face. They work especially well for cold outreach or following up after a meeting.

When to use: After a LinkedIn connection, following a sales call, cold email outreach.

Pro tip: Mention their name, company, or something specific you noticed about them. Keep it short — 60 to 90 seconds max.

2. Explainer or Intro Videos

These give a quick overview of who you are and what you offer. Think of it as your elevator pitch… on camera.

When to use: Early in the sales process or on your landing pages.

Pro tip: Use clear visuals and skip the jargon. You're not trying to win an Oscar here — just clearly show how you solve problems.

3. Testimonial Videos

Let your happy customers speak for you. Social proof in video format is pure gold.

When to use: Late-stage prospects or on your website’s case studies section.

Pro tip: Make it feel real. Polished is nice, but authenticity wins.

4. Product Demos

Sometimes, you need to show instead of tell. A demo video walks your prospect through your product or service in action.

When to use: Mid-funnel, when someone wants to know "how it actually works."

Pro tip: Don’t feature every single bell and whistle. Focus on what they care about.

5. Video Voicemails

These are great when a prospect hasn’t responded to your emails or calls. A short, friendly video can reawaken the conversation.

When to use: When things go quiet or after multiple attempts to reach someone.

Pro tip: Don’t guilt-trip. Just show up, smile, and make it easy for them to get back to you.

How to Create Videos That People Actually Want to Watch

Creating video doesn’t mean you need Spielberg-level skills. You just need a plan, a smartphone or webcam, and a little heart. Here’s how you do it:

Step 1: Know Your Audience

Before hitting record, ask yourself:
Who am I talking to? What’s keeping them up at night? What do they care about?

Speak their language. If your prospect uses words like “leads” and “conversion rate,” don’t talk about “artistic synergies.” That’s just weird.

Step 2: Keep It Short and Sweet

People have the attention span of a goldfish (actually, less). Aim for 60–90 seconds. Get in, make your point, and get out.

Opening line idea:
“Hey [First Name], I made this quick video just for you because I noticed…”

Step 3: Be You — Not a Sales Bot

This isn’t a pitch deck. It’s a conversation starter. Smile, use your hands a little, and speak like you would if you were grabbing coffee with a friend.

Step 4: Add a Call to Action (But Keep It Chill)

End your video with a simple next step:

- “Would love to hear your thoughts.”
- “Open to a quick chat this week?”
- “Here’s a link to set up a time if this sounds interesting.”

Make it easy for them to respond, not pressured.

Tools to Help You Get Started with Video (Even If You’re a Beginner)

You don’t need Hollywood gear. These tools make shooting, editing, and sharing videos super simple:

- Loom – Record your screen and webcam at once. Great for walkthroughs.
- Vidyard – Perfect for personalized sales outreach. Tracks who watches.
- Soapbox by Wistia – Easy for creating polished videos with minimal editing.
- Zoom + Screen Recording – A little scrappier, but it gets the job done.

You can also use your phone's camera if you want to keep things extra simple and authentic. Just make sure your lighting and sound are decent.

Where to Use Your Videos for Maximum Impact

Videos aren’t just for email attachments or landing pages. Get creative! Here’s where your videos can do some heavy lifting:

- Cold Emails
Stand out in the inbox with a thumbnail and a personalized message.

- LinkedIn Messages
Drop a video in your DMs — you'll be surprised how many people actually respond.

- Proposals & Quotes
Instead of sending a boring PDF, include a walkthrough of the proposal.

- Thank-You Notes
After a great meeting, send a quick thank-you video. Classy move.

- Follow-Ups
When a deal’s quiet, a friendly video ping can reignite the process.

Common Mistakes to Avoid

Alright, now that you’re almost a video pro, let’s make sure you don’t fall into some rookie traps:

❌ Trying to Be Perfect

People don’t want perfect. They want real. Embrace the awkward pause and the occasional “um.” It makes you human.

❌ Talking Too Much

If your video feels like a monologue, cut it down. Focus on them, not you.

❌ No Thumbnail or Preview Text

Always use a compelling thumbnail — ideally with you holding a whiteboard with their name on it. Yes, it’s cheesy, but it works.

❌ Forgetting the Call to Action

You’ve grabbed their attention … now what? Don’t forget to guide them to the next step.

Tips for Getting Comfortable on Camera

Hate how you look or sound on video? You’re not alone. But guess what — no one else notices. They’re focused on whether you’re being helpful, trustworthy, and easy to talk to.

Here are some simple hacks:

- Look into the camera, not your screen.
- Smile — it instantly makes you more approachable.
- Don’t script every word. Make bullet points and speak freely.
- Watch your first five videos just to critique how you can improve, not to beat yourself up.

Remember: every video is practice. You get better each time you hit record.

Measuring the Impact of Your Videos

You’ve sent out a bunch of videos… now what? Time to track what’s working.

Here’s what to keep an eye on:

- Open Rates – Are people opening your emails with video?
- View Rates – Are they watching the video?
- Watch Time – Are they watching all the way through?
- Response Rates – Are you getting replies or bookings?

Use those insights to tweak your approach. Maybe your intros need to be snappier. Maybe your call to action needs more punch. That’s how you grow.

Final Thoughts: Video Is the New Handshake

Think of video as the modern-day handshake. It’s that personal touch that turns “just another sales guy” into someone they actually want to talk to.

So, if you haven’t picked up the camera yet — now’s the time. Don’t overthink it. Don’t wait for the green screen or fancy lighting. Your face, your voice, and your message are more than enough.

Start small. Start now. And start making real connections that actually stick.