A new client relationship starts with a stranger on each side of an email thread. A 90-second welcome video collapses that distance before the first call ever happens. It's one of the highest-rapport, lowest-effort videos you can make, and almost nobody does it. Here's how.

The whole point of a welcome video is that the client sees a human face instead of reading another formal email. Camera on, no slides, no script read word for word. The client is meeting the person they'll be working with, and that first impression of a real face doing a warm 90 seconds does more for the relationship than a perfectly worded welcome email ever could.

The instinct is to introduce yourself and your company. Resist it. Open with them: what they're trying to accomplish, why you're glad they're here, what you already understand about their situation. Leading with the client signals that the relationship is about their win, not your pitch. You can mention who you are, but the center of gravity stays on them throughout.

End the video by telling the client exactly what happens next. "Here's what to expect on our first call." "Here's the one thing to have ready." "Here's how to reach me in the meantime." A clear what's-next turns the warm feeling into momentum and gives the client a concrete reason to move forward instead of letting the relationship stall in the gap before the first meeting.

This doesn't need production. Open MarketScale and record it there, or shoot it in selfie mode on your phone and upload. Ninety seconds, one take, real and warm beats polished and stiff every time for this format. The client isn't grading your lighting; they're meeting you. Keep it human and get it sent.

For your next new client, before the first call, record a 90-second welcome video. Lead with them, keep the camera on, close with a clear what's-next. Send it in your kickoff email. The first call will feel like a second meeting instead of a first, because in a way it is.