Best practice to make videos to sell services
The best practice for making videos that sell services is to create short, emotionally engaging, and story-driven videos that demonstrate clarity, credibility, and a clear path to action. Based on the most recent expert sources in 2025, service-based professionals—such as coaches, consultants, and creative experts—can follow these proven guidelines.
Start with Pain Points
Begin by directly naming the specific frustrations or needs your target audience feels. For example, instead of saying “We help businesses grow,” say “You’re losing clients because your message isn’t landing.” This instantly positions your video as relevant and empathetic to the viewer’s real-world challenges.
Follow the “4 Cs” Formula
A powerful structure for service-sales videos is Connection, Clarity, Confidence, and Call to Action:
Connection: Show you understand the viewer’s world.
Clarity: Explain your offer simply and visually.
Confidence: Use testimonials or client metrics to prove results.
Call to Action: Tell the viewer exactly what to do next—such as scheduling a consultation.
Use Storytelling and Emotion
Effective videos rely on relatable human stories rather than features. Narrate a before-and-after transformation—how a client went from struggling to succeeding after using your service. Emotions like relief, joy, or empowerment drive memory and trust.
Keep It Short and Polished
The ideal length for service videos is 60–90 seconds on social media and up to 2 minutes for explainers or landing pages. Focus each video on one goal (e.g., brand awareness, lead generation, or conversion). Use on-brand visuals, readable text overlays, and professional-quality sound.
Add Human Presence and Authenticity
Face-to-camera videos build credibility and trust by showing your personality. Be approachable and speak as if in a one-on-one coaching session. Many coaches and consultants blend brief storytelling clips, Q&A-style footage, or personal anecdotes for higher authenticity and retention.
Show, Don’t Tell
Demonstrate your service benefits visually. Use behind-the-scenes footage of your process, screen shares of tools or frameworks, or real interactions in workshops. If possible, include short filmed testimonials to provide social proof.
Include a Clear CTA
Each video should end with a clear, visible and spoken Call to Action—such as “Book a free strategy call,” “Join my workshop,” or “Download the success guide.” The CTA should naturally follow the value demonstrated in the story.