The Global Business Camps Sales Video, found at http://www.viddler.com/explore/glocamps/videos/23/ is trying to enlist people into their summer business camp in Australia. The video is composed of testimonials by people who have been at the summer camp and which are filmed at the camp, along with an online narrator, the camp director, who describes the benefits of the camp, in an effort to convince people to attend.

The video employs a number of selling strategies and features several special selling points, and illustrates the fact that in addition to the main flow of a sales video there are often special additional touches that can create a response. The fact is, people often end up buying on their feelings rather than their thought, even if they are not conscious of the fact.

So what does the camp director do to entice viewers? The narrator sits at a desk, on which sits the large business secrets booklet he has spent years preparing. Laid out in front of the book, towards the camera, are several rows of neat looking brochures. The main sales effort, includes the narrator’s explanation as to why people should attend his camp. As the sales video progresses, the narrator describes the various benefits of the camp.

What are the special features? The special features include testimonials given by people who have attended previous sessions of the camp. The testimonials are taken live at a previous camp session. The interviewees are standing in front of a large buffet, setup for attendees. As the interviews progress, members of the camp approach the display and help themselves to the food. This shot works well because people go to any kind of summer training camp get vacation down time, combined with the training. The buffet in the background puts people in the mind of that experience. The availability of lots of food creates the full experience that summer training camps give. Summer training feed the body, they provide rest and relaxation and they also feed the mind, they provide knowledge that people can use throughout the rest of the year to make a living.

The food display in the camp dining room gives us a taste of camp ambience and appeals to viewers emotions, which is more powerful than the rest of the video which appeals to the viewer’s intellect.

What is the take home lesson of this video? Next time you prepare a sales video, look through the script and ask yourself where you’re appealing to the emotions, feelings and basic desires of your viewers, factors that frequently are the ultimate compellers of a sale. This is especially true of any type of leisure related as opposed to essentials related sale.