Are you about to make your first product or service fit video and feeling a little anxious? You're not alone - for many videographers in our marketing and sales program, the Selling 7 videos, including the product or service fit video, are new, and so they have the same questions you undoubtedly have:

• What is a product or service video fit anyway?
• How long can such a video be?
• How is such a video structured?
• What pitfalls should you be aware of?
• And: are there good examples you can learn from?

As a head coach at Buzzlytics, I know these questions all too well. Not only have I personally created multiple product or service fit videos with my team as a CMO at a SaaS company, in my current role I coach videographers daily as they create their first product or service fit video. So I've been on both sides of the camera and know exactly what you might be up against.

In this article, I'll show you exactly what a product or service fit video is, what essential elements belong in it, and what common mistakes you can avoid. In addition, I share four inspiring examples that show how different companies have successfully used this type of video. After reading this article, you'll know exactly how to create an effective product or service fit video that not only informs, but actually generates sales.

A product or service fit video gives potential buyers insight into your offering in a few minutes.

First, what is a product or service fit video?

A product or service fit video is a concise, 3-5 minute explanation that gives potential buyers quick insight into your offering.

The goal is simple: show potential buyers what you have to offer so they can understand how your product or service might work for them - or not.

To accomplish this, a good product or service fit video answers these three questions:

1. What is the product or service?
2. Who is and is not this product/service suitable for?
3. What is the price range of this product/service?

Let's take a closer look at these questions.

A good product or service fit video goes beyond listing features of products or services. They inform, captivate and build trust, leaving a lasting impression.

For products, this means showing how they work, highlighting features and presenting technical specifications in a clear, easy-to-understand way. For example, show how the product is used in situations recognizable to your target audience.

With services, you can go a step further by showing footage of your team in action, whether that's performing a task or interacting with customers. Put the focus on possible outcomes and reinforce your video with images of satisfied customers.

This is your chance to make your offering shine with stunning visuals and recognizable stories - whether it's a sleek shot of your latest gadget or a personal introduction of your key team members. By speaking directly to potential buyers and showing your face and voice, you create a personal connection.

This is one of the most important questions to answer in your video. Clearly describe who your ideal customer is and, just as importantly, also clearly explain who your product or service is not suitable for.

This way, you help viewers qualify themselves. They can confidently move forward in their buying process with you - or just realize it's not a match, saving your sales team time and energy. Clearly explain the ideal circumstances in which your offer excels, and be honest about situations in which it might fall short.

For example, explaining that your service is not suitable for people looking for the lowest price ensures that your sales team spends less time on unsuitable leads and thus can spend more time on the right prospects. This not only streamlines the buying process, but also breeds trust, as viewers feel respected and informed rather than pressured.

Important: In your video, also make it clear who your product or service is not suitable for.

Your product or service fit video should include a clear and honest discussion of pricing. You don't have to list the exact cost, but you should give buyers an indication of what they can expect to spend. This is not only important for transparency purposes, but also ensures that your audience knows if your product or service fits within their budget before they contact you.

Tip: Always remember to include a clear call-to-action (CTA) at the end of the video. Whether it's booking a consultation, how to purchase the product, or reading or viewing additional information, guide viewers to the next step in their journey.

When creating a product or service fit video, it is easy to fall into certain traps that can weaken your message or overwhelm your audience.

Below I discuss some of them.

A common mistake is that companies try to cram everything about their product or service into one video. Sometimes we see initial versions as long as nine minutes or longer! Our feedback is always simple: "Stop at the point where viewers drop out." A product or service fit video should not include every detail, but show only the tip of the iceberg that helps viewers make an informed decision. Refer viewers to your Web site for more details.

This may seem counter-intuitive, but it saves both you and potential customers time. Consider customers who ultimately turn out to be a bad match and frustrate your team - by clearly communicating who should not buy, you filter these individuals out in advance.

Including a price range is not only helpful - buyers expect it from you these days. Without it, your audience may feel like you're hiding something, which can erode trust.

While we provide a framework for creating effective videos, your company's personality must shine through. Tailor your videos to your unique brand, style and voice. This personal touch not only makes your business stand out, but it also makes the video more memorable and recognizable to your audience.

Buyers today expect you to include a price range on your website.

By now you've probably become very curious about what a good product or service fit video actually looks like. Therefore, below I have collected some examples for you. They are examples of American companies, but the principles described in this article are universally applicable. Also in the Netherlands.

AV Architects + Builders is a design and construction firm that designs and builds custom homes. They specialize in creating luxurious, modern homes that seamlessly combine indoor and outdoor living.

What AV Architects + Builders does very well in this video is the way they tailor their message to their target audience. They have a clear, sophisticated style that perfectly suits the tastes and expectations of luxury homebuyers in the market they operate in.

The video's polished and professional approach reflects the elegance of their brand and resonates strongly with their high-end clientele.

The message is clear and focused, allowing viewers to quickly determine if AV Architects + Builders is a good fit for them. It is clearly explained who suitable and less suitable clients are, so potential buyers can see themselves - or not - in the experience the company offers. The cinematography is breathtaking, with professional lighting, framing and beautiful shots of their custom-built homes, effectively showcasing their expertise and craftsmanship.

While the format may not be groundbreaking, the execution is. A consistent perspective and high production value set the video apart. Every detail, from the visuals to the tone, is designed to appeal to a demanding audience. The refinement and sophistication of the video reflect the aspirations and values of their target clients and seamlessly reflect what it is like to work with AV Architects + Builders.

The result is a video that not only communicates what AV Architects + Builders does, but also speaks directly to the aspirations and values of their ideal clients.

Shasta Pools specializes in designing, building and maintaining custom pools and outdoor living spaces, helping Arizona homeowners create their dream backyard oasis.

This video clearly defines who Shasta Pools' services are and are not suitable for. This helps set the right expectations for potential customers and saves time for everyone involved. In addition, the fast pace of the video keeps viewers engaged without the video feeling rushed. This fast pace allows Shasta Pools to present a large amount of information in a short amount of time, while still making the video no less clear and not making the audience feel overwhelmed.

This video also highlights the importance of perseverance in the video creation process. What you may not know: this was the second video from their subject matter expert!

The video exudes authenticity and accessibility and this resonates well with the audience.

Strouse specializes in creating custom adhesive solutions for industries ranging from healthcare and automotive to electronics and aerospace.

What makes this video so special? It effectively demonstrates the multiple applications of their solution, highlighting not only the versatility of their adhesive products, but also how they meet specific industry needs.

Combining high-quality visual B-roll elements with clear, concise narration, the video maintains a well-timed flow that keeps viewers engaged. By showing real-world examples and practical applications, it transforms an otherwise technical topic into an accessible and useful source of information.

In addition, the video effectively communicates Strouse's expertise and dedication to solving customer challenges. By including examples of their adhesive solutions in action and highlighting the flexibility of the products, the video builds trust and authority.

This video serves as a benchmark for creating content about multi-application solutions. He demonstrates how to present complex information in a visually appealing, well-structured and customer-focused way that ensures clarity and engagement.

CSI Accounting & Payroll serves small businesses with expert accounting, payroll and tax solutions that simplify business operations and drive growth.

They take a refreshingly creative approach in their videos, infusing their content with a unique style inspired by old detective films. Their videographer draws on his love for these classic detective films, and it shows in every aspect of their video production.

The subject matter experts are usually filmed behind desks, with lighting and framing reminiscent of a detective's office. Music and sound effects further reinforce this theme, creating a distinctive tone that sets their videos apart.

This imaginative approach transforms what could be a dry, technical subject into something intriguing and memorable. It's no longer just about accounting - it's about uncovering mysteries and solving problems, just like a detective. This theme resonates with viewers, as accounting often requires the same inquisitive spirit: detecting problems, performing audits and solving financial puzzles.

By putting a creative spin on an otherwise routine topic, CSI Accounting & Payroll has successfully established a distinctive brand voice. Their videos not only captivate their audience, but also reflect their expertise and personality, proving that even industries considered "boring" can be brought to life with a little creativity.

A good product or service fit video can make the difference between prospects dropping out and prospects enthusiastically contacting you.

A good product or service fit video can make the difference between prospects dropping out and prospects enthusiastically contacting you. By answering the three essential questions in your video, you help potential customers determine for themselves whether you are a good match.

Whether you're just starting out in video production or already have years of experience, creating an effective product or service fit video is ultimately about authenticity. Be transparent, showcase your brand's personality, and create a video that matches your ideal customer's expectations and values.

At Buzzlytics, we see time and time again that our clients who invest in well-produced product or service fit videos not only generate more qualified leads, but also experience a more efficient sales process. Their sales team spends less time convincing prospects who are not a good match anyway and more time helping ideal customers.

Learn more about the other Selling 7 videos? Then also read these articles:

• • [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)
  • [The Selling 7] The "Claims we make" video: what is it and how do you make one?
  • [The Selling 7] Landing page video: the complete framework for more leads (+ examples)