In many sales teams, media is vital to generate the right amount of interest - just enough - to get an "in" with the prospect. Without effective media, salespeople can have a hard time getting the prospect engaged.
What qualities are necessary for sales media to really be "effective" and how to do you ensure they are going to work?
You may, at first, think of the obvious - "It needs to connect" or "it needs to be impactful" but those are a given.
Most articles or posts regarding this topic are just as ambiguous.
Let's break it down realistically:
1) It needs to avoid long dissertation-type media formats.
Try not to be extremely descriptive with your intro sales media. You will lose a large percentage of your prospects. It needs to be short and sweet - to the point.
In A/B testing thousands of emails and media formats - the short-form copy always worked best.
Overselling in the outset looks desperate.
2) It needs to be in a format that is effective on each platform.
If you post a 1920x1080 video on Facebook that has no subtitles or a CTA at the end - it will not be effective.