They Ask, You Answer, 2nd Edition

41 The Selling 7, Video 2 Bio Videos for Email Signatures

At its core, video, done correctly, can humanize your business in a powerful way. In a perfect world — in which you are using video well — potential customers and buyers are able to see, hear, and know you and your employees before the first handshake.

One of the best and simplest ways to humanize your business is by creating what we refer to as a “bio” video for each of your team members — especially those who are customer facing.

A bio video accomplishes two goals:

• It explains what the person does for the company or what he or she loves about his or her job.
• It also gives a little bit of personal information about what the person does when not at work.

By mixing a bit of personal and professional in a short video — typically 90 to 120 seconds long — you now have the ability to introduce yourself much earlier in the sales process.

Although a bio video can be used in a variety of ways, such as on your “team” or “about us” pages of your website, we have found that the most effective place for this video is in your email signature. Email signatures are dramatically underused and under-appreciated areas of digital real estate as a sales and marketing tool. But their benefits can be significant.

If you were to look at a typical email signature, most people have the basics — name, company, contact information, social media profiles, and possibly an image of a face.

By also placing a bio video in this signature — with a ...