How Video Brochures Explain New & Complex Technical Products

New and complex technical products often create the same challenge for salespeople: prospective buyers may be interested in them, but they don’t immediately understand what makes them different, how they work, or what advantages they offer over competing products.

To offer explanations, a spec sheet can explain features, a printed brochure can show photos, and a salesperson can describe how something works.

But when a product really needs to be seen in action, video provides a better format.

Having said that, video brochures combine printed information with built-in video content so companies can thoroughly and efficiently explain their products.

After experiencing a company’s video brochure, potential buyers typically better understand technical advantages and real-world applications before a sales conversation ever takes place.

Video Makes Technical Products Easier to Understand

Technical products often involve more than a simple list of features.

They may include:

• Unfamiliar terminology
• Complicated processes
• Multiple components
• Workflows
• Engineering features
• Software interfaces
• Technical specifications
• Benefits that are difficult to visualize

Instead of asking prospects to interpret diagrams, long descriptions, or unfamiliar specifications on their own, video content can guide them through the information.

Narration, animation, graphics, demonstrations, close-up footage, and real-world examples can all work together to show how a product functions and why its features deliver advantages.

That makes it easier for prospects to understand what is newly available instead of trying to imagine it from words alone.

New Products Typically Need More Explanation

New products tend to face a challenge that existing products don’t because buyers simply aren’t familiar with them.

For example, if a company introduces new technology, creates a new category, or solves an old problem in a new way, their sales message may need to explain:

• What the product is
• What problem it solves
• Why traditional approaches aren’t as effective
• What makes the new solution different
• How it works
• Who benefits from using it

Video brochures give companies a way to explain all of that in a logical sequence.

Instead of leaving targeted prospects to piece together the story from multiple pages of printed material, the video can introduce the problem, demonstrate the solution, and show why the product is a better solution.

Demonstrations Do What Specifications Cannot

Specifications are important, especially with technical products.

However, specifications alone don’t always show what a product actually does.

A video in a video brochure can show:

• Equipment operating
• Software interfaces
• Installation or assembly
• Before-and-after results
• Product dimensions in context
• Workflow improvements
• Speed or efficiency
• Safety features
• Real-world applications

And for anyone who still wants to include charts, specifications, diagrams, or other reference material, the printed portion of the brochure can show them. Another option would be to order video brochures with literature pockets, which are usually inside opposite the video screen.

Video Helps Different Audiences Understand the Same Product

Technical products are often evaluated by several different people within organizations.

For instance, an engineer may want detailed technical information. An executive may care more about business value. A distributor may need to understand how to position the product, and other staff members may simply want to see how it works.

When ordering from MediaFast, our clients can include multiple videos in their video brochures, which gives them more flexibility in how they explain what they offer.

For example:

• The first video can provide a high-level overview
• A second can demonstrate how the product works
• Another can explain technical specifications or engineering details
• Another can focus on applications or use cases
• A final video can feature customer testimonials or results

That allows recipients to choose the information most relevant to them without forcing every viewer through the same level of detail.

It also makes the brochure more versatile when multiple people are involved in a buying decision.

In a Google Review for us, Dario Baldoni described that kind of versatility when he wrote: “Our sales team loves using the video brochures as a sales tool and our resellers love using them as well.”

Video Brochures Help Salespeople Start Further Along

One of the biggest advantages of explaining a technical product with a video brochure before a meeting is that the salesperson won’t have to begin every conversation by explaining the basics.

If a prospect has already watched:

• How the product works
• Why it will help their business
• What makes it different
• Where it can be used
• Success stories or client testimonials

Sales conversations can move more quickly toward:

• Fit
• Application
• Implementation
• Pricing
• Customization
• Next steps

In a testimonial, Joshua Sellers from Radian Flex described that benefit this way when he wrote, “They’re starting to arrive to customers and we already have meetings setup to discuss the product. I’ll pass this along to my team, probably best ‘brochure’ I’ve ever seen.”

That is a good example of a video brochure doing more than introducing a product. It helped create enough interest for the next sales conversation to happen.

Video Brochures Keep a Message Consistent

One thing about technical products is that they’re often shared internally with engineering, operations, purchasing, leadership, finance, or other departments before purchasing decisions are made.

When that happens, the original salesperson isn’t always there to repeat the explanation firsthand.

To overcome that, a video brochure keeps the core message consistent.

The same demonstration, product explanation, and value proposition can be watched by multiple people without relying on one recipient to accurately repeat everything they heard.

And as stated previously, multiple videos can be included to explain information to different types of decision-makers.

That can be especially valuable when a buying decision involves several departments or different levels of technical knowledge.

Video Brochures Are Ideal for Product Launches

New technical products often need to create more than awareness. They also need to educate potential buyers.

That said, a launch campaign may need to explain what’s new, what advantages their product offers, how it compares with current options, and what prospects should do next if interested.

To accomplish all of that efficiently, video brochures provide an intriguing format to help sales teams deliver messages that combine explanations, demonstrations, and printed reference materials.

Once targeted prospects have them, they can be used during meetings or at trade shows, and rewatched as often as desired.

Strong Marketing Helps Technical Products Get Understood

Essentially, the best technical product in the world can still be difficult to sell if prospects don’t understand it.

That’s why clear communication matters so much.

In a Google Review for us, Sydney Ward wrote, “The product truly works.”

She also described our team as helping her develop marketing tactics that were high quality, delivered efficiently, and effective beyond her expectations.

For companies selling new or complex technical products, video brochures can help turn difficult explanations into clear demonstrations and strong sales conversations that lead to more informed buying decisions.

Basically, when a product needs to be seen, explained, and understood, video content in a video brochure can make accomplishing that much easier.

If you’d like to experience a video brochure in person, click this link to request a FREE SAMPLE.