Use video when it gives the prospect a reason to respond that text has failed to create. The best moment is when you have a strong visual observation to reference.1 It also fits when written outreach has gone unanswered.2 Video should respond to a specific signal, not decorate every message. Point to something the prospect can recognize, explain why it matters, and make the reply easy.
Choose the job
Decide what should happen after the prospect watches. That choice sets the footage, written note, and reply you ask for.
Use video to show a product in action when the prospect says they want to see something in action.3 Before a demo or discovery call, send a short overview that explains what you do.4 If the prospect has gone quiet after requesting a quote, use the recording to reopen the conversation in a follow-up rather than the first message.
Ask what the prospect should understand, decide, or answer after watching. If you cannot answer that, the recording will collect details without giving the viewer a reason to reply.
Find relevance
Start recording once you have something specific to point at. The reference should belong to the prospect's situation, so the video feels like a response to their world.
A strong visual observation can be a LinkedIn post or company news.1 You can also point to a responsibility that appears on the prospect's LinkedIn profile and in the role's job listing.5 For a referral, record the video for the intended contact so the person making the introduction can pass it along.6
Use the observation to explain why you are reaching out. Ask what you saw that makes the video worth their time, and move on to recording when you can answer in plain language.
Record the message
Plan the setup and delivery before you press record, then use a structure you can repeat without sounding rehearsed. Video prospecting calls for a deliberate setup.7 Keep general prospecting videos around one minute and at most two minutes.8 After a LinkedIn request, keep the video DM to a maximum of 45 seconds.9
Open with why you recorded, point to the observation, explain its relevance, and ask for an easy response. A P.S. with a personalized one-minute video can introduce you and explain why you want to work with the recipient.10 The viewer should know why the video exists before reaching the end.
Leave room for the prospect to choose the next format. If they prefer video, you can send recorded material or offer a live call with a product expert.11 A question such as, "Would you prefer a short recording or a live conversation?" gives the prospect a simple way to direct the next step.
Send it with context
The written message gives the recording a reason to be opened. Treat the video as part of the message, not as a link that has to explain itself.
Providing an email and video gives the prospect something to respond to and makes the outreach more personal.12 Use email, LinkedIn, or another channel, and tailor the video to the contact.13 If a call has already reminded the prospect that you exist, follow it with a video that carries the useful point.14
Keep the surrounding copy short. Name the reason for the recording, tell the prospect what they will see, and make the requested reply clear. If the prospect wants a live discussion, give them that route instead of forcing the recording to do all the work.
Use replies to choose the next video
The next recording should respond to what the prospect has done. A reply, a question, or a stalled decision tells you more about the format they need than a fixed sequence can.
When a prospect goes dark after requesting a quote, send a video message to prompt a response.15 When a prospect asks a question, answer each question with an individual video.16 Keep the recording focused on that question, then stop when the answer is complete.
Move on when the prospect gives you a clear direction. That might be a question you can answer, a preference for a live call, or a response that tells you the original observation matters. The next video should carry that direction forward.
What not to do
Avoid habits that turn a useful recording into extra work for the prospect.
- Do not send a bare video with no introductory copy.17
- Do not rush your delivery. Speak slowly in prospecting videos.18
- Do not make the video carry the close. Its job is to create enough interest for the conversation to continue.19
- Do not make the prospect sort through long recordings. They may already have 20 three-minute videos competing for attention among 100 to 150 emails.20
- Do not overthink production. Establish a routine of recording and sending videos.21
- Do not perform for the camera. Use natural conversation and human connection.22