You have just started in our marketing and sales program and are facing a new challenge: creating your first "Claims we make" video (Claims we make video in English) as part of the Selling 7.

You probably have some experience with video production, but this particular type of video is new to you. You'd like to get it right the first time, but wonder what exactly should go into such a video and how to ensure that the result is truly compelling for your viewers.

As a head coach at Buzzlytics, I have experienced "Claims we make" videos from both sides. As CMO at a SaaS company, I created "Claims we make" videos myself with my colleagues, and in my current role, I coach videographers in our marketing and sales program on a daily basis to create their first "Claims we make" video.

In this article, I'll explain to you what exactly a "Claims we make" video is and what a good video should meet. I'll also show you, using concrete examples, how other companies have used these videos successfully. After reading this article, you'll know exactly what a "Claims we make" video should contain and have enough inspiration to create one yourself that convinces your viewers.

With a "Claims we make" video, your company shows what you can do for people, rather than just saying it.

You've probably heard of the expression: *show, don't tell*.

That's exactly what a "Claims we make" video does: you show people what you as a company can do for them, rather than tell them.

Most companies make all kinds of fancy promises on their websites, but with a "Claims we make" video, you show that your promises are not empty promises.

That is much more powerful than just asserting it.

The "Claims we make" video is one of the most important videos in your arsenal. You show people that you can deliver what you say about your brand, what it stands for and what it can accomplish.

But this video is not just about you.

What statements do you make in relation to other brands in your industry? Why are you different?

For example, are your products produced locally? Show the hard workers who make them.

Do you use high-quality materials in your products that others don't? Show them off.

Does your company do outreach or have a connection to the surrounding community? You can show that, too.

A "Claims we make" video builds trust with the audience because it supports your claims and shows that they are not fancy talk.

The purpose of a "Claims we make" video is that after watching it, your customers trust that you deliver what you promise.

A good "Claims we make" video shows what your company promises.

On the technical side, of course, the video must be well filmed. Even if your viewers are not "video savvy," they will see the difference between a shot with an iPhone and one shot with a professional camera.

You want good video for your audience as a secondary, unspoken statement that you care about quality.

In terms of content, you should have appealing visuals that illustrate the claims you are making. Interviews with the executive and management teams combined with visually appealing images of what they are talking about can be a great combination.

The purpose of the video is that after watching it, your customers will trust that you deliver what you promise.

Time to look at a few examples, now that we know what goes into a good "Claims we make" video.

Dexmet is a manufacturer of expanded metal and plastics.

What are their claims?

They build their own machines and can therefore go further than their competitors. Everything is precisely tailored for specific applications.

They are accurate and cost-effective and, unlike others, can provide post-installation assistance.

What did they do well?

In this video, you can see the factory where the metal is actually made. Not only is this transparent, but it gives you peace of mind that you can actually see the machines they claim to build.

You see the high-tech equipment that punches tiny holes in metal and therefore better understand how precise the process is.

You also see the faces of the people you deal with, even the CEO of the company. You gain confidence in them because you see their work, you see their faces.

Even if you're in the same industry, complicated machinery can be confusing to you. Seeing what Dexmet does and exactly how your product is made creates a connection and builds trust.

Tellason Jeans is a San Francisco-based company that makes jeans from raw denim.

What are their claims?

They claim:

• they are sober
• they strive to know retailers and customers on a personal level
• almost every material they use comes from the U.S.
• they always have the customer's best interests at heart

They also note that their jeans may be expensive, but worth it because of their high quality and attention to detail.

What did they do well?

In the video, you see the faces and names of Tellason's owners and hear their voices. You hear their history and claims straight from their own mouths, making them and their brand in general more human and recognizable.

You see them smiling, shaking hands and talking to people. This supports their claim that they want to know retailers and customers on a personal level.

You can see the quality of the fabric and the care with which it was assembled, which may have contributed to its high price. Tellason does this by showing you close-ups of the assembly process.

You can almost feel the quality by the way the needle sinks into the fabric and cuts the fabric. That's not a thin fabric. It won't wear out easily.

You also see how the product changes from start to finish. This gives you a connection to it. You see the people who make it in the factories. It's not a shady, exploitative operation.

If they didn't show you hands hard at work, images of San Francisco, handshakes and sewing machines, you might never understand why Tellason's jeans come with such a high price tag. You would just have to take them at their word, but this "Claims we make" video shows that they are not just empty promises.

Artifox is a minimalist product designer that creates products that solve home and office problems while maintaining a confident, minimalist aesthetic.

What are their claims?

They have a sleek and useful design. They combine high-quality products with modern aesthetics.

Their products are made by people with passion and dedication, and they are focused on solving problems.

What did they do well?

You can read all you want about design, but you have to see it to know if it delivers what it promises.

Artifox does this by showing you what problems they solve and how.

They also show you that their products are not just machine-made; that human hands touch the things you are about to use, which speaks volumes about the effort put into them and creates a more emotional connection with the customer.

Overall, the functionality and sleek design support their claims and make you feel like you can trust the product you are buying.

Boarshead is a meat, cheese and condiment manufacturer.

What are their claims?

They claim to be a family business that makes the best possible products. If it's not the best, they don't put their name on it.

They claim that their products are handmade and that they do not skimp on the smallest details. They also pride themselves on a high level of service with individual care; no compromises.

What did they do well?

From the beginning of the video, you see the family and hear the history of how they started the business.

They admit that they can cut costs and do it cheaper, but they are not willing to compromise on quality, and that quality is reflected in the high production value of the shots of the products.

You see someone packing an order in a way that shows they are dedicated to their products in a way that is perhaps unparalleled.

If you knew nothing about Boarshead and found the prices a bit on the high side, you might not buy their products. But if you saw the tasty food, saw the human hands preparing it and were familiar with the brand's long history of quality, perhaps your interest would still be piqued.

Above Category is a bicycle store.

What are their claims?

They have a passion for bikes. They claim to do things differently and focus on high-end bikes. They are detail-oriented and focused on quality craftsmanship.

What did they do well?

You see the owner riding bikes, which makes him instantly recognizable to a potential buyer. You can tell he is as passionate about bikes as you are as a customer.

Close-ups of the bike show you the high-quality materials and craftsmanship of their products.

You also see the tools they use and the way they use them.

Creating an effective "Claims we make" video doesn't have to be complicated. By focusing on visually substantiating your claims and showing the people and processes behind your product or service, you create a video that builds trust with your viewers.

A good "Claims we make" video can make the difference between a potential customer having to take your word for it, and one who can see for themselves that you deliver what you promise. By being transparent about your processes, showing the faces behind your company and visually supporting your claims, you help prospects make an informed decision.

At Buzzlytics, we have helped many videographers create these types of videos. Time and again, we see that companies that make the effort to visually back up their claims gain the trust of their target audience and achieve better results.

Curious about the other Selling 7 videos? You'll learn more about them in these articles:

• Why most corporate videos don't generate sales (and which ones do)
• [The Selling 7] How do you create an effective 80% video that speeds up your sales process?
• [The Selling 7] Bio videos: Win prospects' trust in 2 minutes
• [The Selling 7] How to create cost videos that speed up your sales cycle (incl. examples)