Proving Your Claims Through Video
Learn how 'claims we make' videos turn generic business statements into powerful, trust-building proof. Discover the key differences between these videos and 'about us' videos, and how to make your claims stand out.
By Thaher Majeed | 2025-01-16
Proving Your Claims Through Video
Turning Generic Statements Into Trust-Building Proof
What Are “Claims We Make” Videos?
Every business makes claims about itself. Sales teams often repeat statements like:
- “We are the best __________.”
- “We have the most __________.”
- “No one does __________ like we do.”
But here’s the problem: How many of your competitors make the same claims? If everyone is saying the same thing, those words become meaningless noise—unless you prove them. That’s where “claims we make” videos come in. They visually demonstrate your claims, making them credible and impactful.
How to Identify and Prove Your Claims
To create effective claims videos, follow this exercise:
- Brainstorm all the claims your company makes. Look at your website, sales materials, and messaging.
- Ask yourself: “How many of these claims are made by our competitors?”
- Finally, ask: “How many of these claims have we visually proven with a video?”
Most businesses will find they’re making generic claims without backing them up. For instance, a common claim is, “Our people make us different.” To prove this, showcase your team—their backgrounds, their stories, and what truly sets them apart. When done right, viewers will think, “Wow, their people really are different.”
FAQs About “Claims We Make” Videos
1. How Are These Different From “About Us” Videos?
In an ideal world, a great “about us” video should accomplish what a “claims we make” video does: prove what makes your company unique. However, most “about us” videos fail to deliver and end up as generic fluff. Claims videos focus on showing, not just telling, making them far more effective.
2. What If My Company Doesn’t Have Anything Unique?
This is a common misconception. Here’s what you need to remember:
- By simply being willing to “show it,” you’re already standing out. Transparency is rare and valuable.
- Because you’re deeply familiar with your product or service, you may underestimate how unique or interesting it is to others.
If someone is buying what you’re selling, there’s value in showing why it’s worth it.
The Long-Term Value of Claims Videos
Creating claims videos is an investment, but it’s worth it. Start with your biggest claims and build a library over time. Used properly, these videos will build trust, differentiate your business, and empower your sales team to close more deals.
