Video sales letter -- why they are using it?

[Dean Strauss]

OK it doesn't make sense.

Honestly, I would rather read a sales letter than a video sales letter because it is easier to refer back, easier to understand and easier to list out the benefits.

What's so good about video salesletter?

[johnlagoudakis]

Hi Dean,

It doesn't have to make sense... let the stats do the talking

Try both and see which converts better. That's all that matters!

[Dean Strauss]

I guess it's just another form of sales letter huh?

Maybe I should put the main sales page on my homepage and then a video sales page at domainname . com/ video.html and test the results.

[Alex Cohen]

Originally Posted by Dean Strauss

OK it doesn't make sense.

Honestly, I would rather read a sales letter than a video sales letter because it is easier to refer back, easier to understand and easier to list out the benefits.

What's so good about video salesletter?

Dean,

According to David Garfinkel, "Many marketers find the use of video increases the response rate they get from their copy."

He did an interview with Mike Stewart that will answer your question ...

Video Sales Letter Secrets with MIKE STEWART!

Alex

[darrin_cooper]

Video Sales Letters also speed up the development process of getting your product to market. Not only do you not have to take less time in copy writing & possibly less in costs for getting a copy writer, you can simply throw up a video & get one on one with your customer. It's Face Value Marketing. It's your WORD vs. Words sort-to-speak.
Also, it's putting your personal brand on your product.
I just think it's a lot faster, & a lot cheaper overall.

[MontelloMarketing]

Plain and simple the single best way to make the most money from pretty much any product you sell is to have video ALONG WITH a sales letter... Not as a replacement for a sales letter.

The only exception to the rule is the rare occasion when a very well known guru is selling and the market is lubed up and ready to go.

If most marketers were to get the best video money could buy... have the best product that could be sold... and tried to sell it with video alone... they'd be leaving the vast majority of the money on the table.

[MontelloMarketing]

Plain and simple the single best way to make the most money from pretty much any product you sell is to have video ALONG WITH a sales letter... Not as a replacement for a sales letter.

The only exception to the rule is the rare occasion when a very well known guru is selling and the market is lubed up and ready to go.

If most marketers were to get the best video money could buy... have the best product that could be sold... and tried to sell it with video alone... they'd be leaving the vast majority of the money on the table.

And no offense Darrin but if you're not putting every last written persuasion tactic in your video then you're wasting your time. And whether you're writing a script or an edit list or a sales letter... if you do it right, it's never quick.

[darrin_cooper]

I completely disagree - you don't have to use "every persuasion tactic" nor does it have to be written. Review some of the strategies & lessons taught in Micro-Continuity. Brunson, also showcases how he did a crap literally less than stellar video through it up on a site & started making money (and he wasn't the face of the video). Just a simple formula of, what the product is, what will it do, and how it will benefit you, and a little bit of "hurry up & buy" -- that's it. No other words were used.

There are lots of people using the video sales letter model today. They leave out a lot of information (which IS a problem), but a lot of "unknown" people are doing very well.

Originally Posted by MontelloMarketing

Plain and simple the single best way to make the most money from pretty much any product you sell is to have video ALONG WITH a sales letter... Not as a replacement for a sales letter.

The only exception to the rule is the rare occasion when a very well known guru is selling and the market is lubed up and ready to go.

If most marketers were to get the best video money could buy... have the best product that could be sold... and tried to sell it with video alone... they'd be leaving the vast majority of the money on the table.

And no offense Darrin but if you're not putting every last written persuasion tactic in your video then you're wasting your time. And whether you're writing a script or an edit list or a sales letter... if you do it right, it's never quick.

[MontelloMarketing]

Didn't say you can't sell with a video sales letter. I said you leave a ton of cash on the table. And every test I've ever done... and any test I've seen has proven that.

You don't have to agree.

[BrianMcLeod]

Originally Posted by MontelloMarketing

Didn't say you can't sell with a video sales letter. I said you leave a ton of cash on the table. And every test I've ever done... and any test I've seen has proven that.

You don't have to agree.

Is it not just a LITTLE ironic to be told to refer to a course?

How about we refer to his SALES PAGE:

Order Confirmation : MicroContinuity.com

Whaddya know... long copy with video...

G'nite y'all.

See ya tomorrow.

Brian

[Paul McQuillan]

Originally Posted by BrianMcLeod

Is it not just a LITTLE ironic to be told to refer to a course?

How about we refer to his SALES PAGE:

Order Confirmation : MicroContinuity.com

Whaddya know... long copy with video...

G'nite y'all.

See ya tomorrow.

Brian

ha, how many times do we need to keep finding holes in opinions?

There is no question that video WITH a sales page has the best chance
at converting. I don't know who has put just video up against a video
with a sales page and the lonely video won.

Any examples would be wonderful

Leaving money on the table is an understatement, it's fuc-in stoopid

[MontelloMarketing]

Nice grab, Brian!

[nemock]

Why ask why? If the numbers back it up, then go with it.

From my own testing, video alone doesn't convert well, but video plus long copy beats the same long copy.

Dave

[Bigsofty]

Over the last 2 years I've only done 6 salesletters with vids, but from talking to others as well, my impression is video has already peaked.

Was a time it was novel and dramatic, a sign the seller took the product seriously etc. Today, IMHO, people are a lot more demanding. They're not impressed just because you did a video, their kids sister does that, instead you need a GOOD video.

That doesn't necessarily mean polished or expensive but the medium is no longer the message.

A well-crafted salesletter, presented properly, will wipe it's ass with a poor video.

Why? Because people just can't be asked to sit there for an hour while you drone at them - but they'll happily scan a 20 page salesletter for the bits that tickle 'em.

If you produce a video that does everything a good salesletter does, that's going to be one monster video - and probably boring unless you put some serious time and effort into it. To use Vin's expression, if they're suitably lubed, or the vid is just to grab leads, they can be a great tool. They're far from a replacement for sales copy, though can certainly add to it.



B.

[dblgdee]

The quality of the video has quite a lot to do with the responses
I have seen some video that bore me to death where I wish the speaker would just go away.
And the same can be said for lengthy sales copy that drone on repititively and endlessly.
If no used effectively, video appears to becoming played out.

[MontelloMarketing]

One of the biggest problems with marketing video today is what I call...

"...Trying to make television out of radio!"

If you're using camtasia, for example and the only thing on the screen is your cursor dancing around while you "um" and "ah" all over the place, then you're not making video, you're making audio.

If you want to make a video... BE FREAKING VISUAL!

[Metronicity]

Easy. We use video with a sales letter because people like to see who they're dealing with - to "smell their breath" as the Japanese say. It's very powerful. But as Vin has pointed out, it has to be Video - i.e. moving footage - not just a static screenshot with some Bozo droning on and on. Have a look at what I did for George Montagu Brown here in the War Room - http://www.warriorforum.com/war-room...autopilot.html

I'm betting if you were a young person wanting to make money online and you watched George's videos and read the copy, you'd be quite impressed. Why? Because he comes across as a regular guy - not a marketer. And he comes across as honest and believable - which he is. Try doing that with copy alone. It's tricky.

[BrandonLee]

Chris Haddad and I are managing a launch with Jon and Jeff Walker right now and this is a discussion we just had yesterday. Our product goes live on Wed, and so we are getting down to the sales letter being ironed out - and figuring out do we go with a video and a letter, a video, a letter? which combo.

In the end what people are finding is that a sales video with a shorter vs normal sales letter, at least in a launch, is pulling better vs just a sales letter, and that's why people are using it.

That said, you should still have a good copywriter helping you script your sales video -so it's not something I see as taking away from the need for good copy.

[BrandonLee]

Doing "very well" doesnt mean your not leaving a ton on the table.

[shirland]

When I read/watch any sales page I don't like the video to be like the copy. The copy is normally geared toward taking you through a journey whereas the video you have better grab my attention quick or I am gone. The video should highlight the major points as another way to get me curious about the product. I find that I skip the copy to pick up any key points that might pique my interest. The two combined serves a great purpose of getting the prospect to make the purchasing decision.

[kevinpotts]

I think is because more people now like to see things in a dynamic way but there are also people who preffer reading better!

I think try them both will atracl you both so that will increase your chances of your sales or video letter to fulfill its task... to sell.

Why don't do it?

K.

[davemiz]

all the testing is great, but its missing CONTEXT.

2 overlooked factors here are:

1. the quality of the video - most aren't able to do 'frank kern style offer videos', and from the videos I've seen its no wonder some say copy pulls better than video.

its the TYPE and QUALITY of the video.

2. frame of mind - i.e. what frame of mind is a prospect in when they see the video. If they've gone through a launch process, the video alone could pull better.... but again it depends.

I think a hybrid approach works best. just from my own experience...

video,

then the offer underneath with order buttons.

[warrior1]

Great views here. I don't like long boring videos, either. But, videos that are interesting and to the point can be very persuasive.

I agree that you have to match the video with the sales letter.

And quality does matter.

[OnlineMasterMind]

I pretty much agree with the overall sentiment here - video with a sales letter is going to out pull a video alone but it depends on a lot of things...price point, offer...etc

Here's an example with almost no copy from a non-guru that does very well.

https://postcardprofits.com/

At the end of the day there's only one real definite: if you're not testing you're leaving a ton of money on the table.

[bizideas]

Originally Posted by MontelloMarketing

One of the biggest problems with marketing video today is what I call...

"...Trying to make television out of radio!"

If you're using camtasia, for example and the only thing on the screen is your cursor dancing around while you "um" and "ah" all over the place, then you're not making video, you're making audio.

If you want to make a video... BE FREAKING VISUAL!

Oh I agree 100%. There's so much trash out there. That's to be expected though. If you think about it, there are millions of devices available worldwide that enable people to flick on a switch, then point and record. That alone doesn't qualify them to be a good filmmaker any more than giving someone a pen with paper and telling them to write something compelling.

"You could fill Yankee Stadium will the world's mediocre novelists". Robert Redford's Quiz Show.


IMO, Ninety percent of all video data streams are pretty much virtual junk.
Just spend a few minutes on Youtube....the mother of all public video sites.

however...

Video Pays and video does sell all by itself if you know how.
This time, go right back to Youtube and look harder. There's people selling everyday, without a written sales copy.

I kinda think a good sales pitch will benefit greatly from using both...but that's just me.

Eric

[marciayudkin]

Here's an example with almost no copy from a non-guru that does very well.

https://postcardprofits.com/

You know what I see when I go to that web site?

Nothing but... "Click here to download plugin."

Why? Because even my tech guru can't figure out how to install the latest version of Flash on my computer. Something is messed up. I can switch browsers to see the video, but I won't without being given a good reason to do so. There is NOT ONE WORD there for someone like me.

That's an example of what the others were referring to as money being left on the table. There are tons of people who can't see videos because they're on an old computer, or who are deaf and can't hear them, who have their Flash disabled, and so on.

I'm so glad to know that the tide is turning against lazy videos because I hate them.

Marcia Yudkin

[OnlineMasterMind]

Originally Posted by marciayudkin

You know what I see when I go to that web site?

Nothing but... "Click here to download plugin."

Why? Because even my tech guru can't figure out how to install the latest version of Flash on my computer. Something is messed up. I can switch browsers to see the video, but I won't without being given a good reason to do so. There is NOT ONE WORD there for someone like me.

That's an example of what the others were referring to as money being left on the table. There are tons of people who can't see videos because they're on an old computer, or who are deaf and can't hear them, who have their Flash disabled, and so on.

I'm so glad to know that the tide is turning against lazy videos because I hate them.

Marcia Yudkin

Good points.

[James Pateman]

Hi Dean,

I agree with the comments on testing. Try both and see what analytics tell you.

regards,
James Pateman

[davemiz]

HAHAH..... sorry Marcia, but this is the most classic comment I've seen in ages here:

"Because even my tech guru can't figure out how to install the latest version of Flash on my computer."

[Jason Fladlien]

As I always say on the warrior forum - you have to pick who you listen to. I respect a guy like Vin, because he has a track record of winning sales letters, and works with some savvy clients.

His opinions have more weight than someone who has never created a video sales letter, but will give you a "consumer" opinion on it.

With that said - I have tested both extensively. I've created somewhere around 10 video sales. I've written about 60 "text only" sales letters. And about 15 "video and text" sales letters.

Video and the written word almost always win. But - it's also the hardest to pull off. So there is opportunity cost.

Also, as Davemiz says - there are a lot of factors in play. I'm an absolute beast when it comes to doing videos - I'm very good at editing them so they flow perfectly, and my enthusiasm is like Tony Robbins - you want to listen to my videos because of JUST the tone of my voice.

I can pretty much sell anything from a video, just because I'm a good video pitchman. But if you're not that good, then you're going to have a challenging time selling with video alone. That's a fact.

In reality, if you're just average or below with the video, you should probably consider using it on sales pages when you can demonstrate something. Otherwise, if it's just a video "telling" them stuff, let the written words do the heavy lifting for you.

-Jason

[MontelloMarketing]

Originally Posted by OnlineMasterMind

I pretty much agree with the overall sentiment here - video with a sales letter is going to out pull a video alone but it depends on a lot of things...price point, offer...etc

Here's an example with almost no copy from a non-guru that does very well.

https://postcardprofits.com/

At the end of the day there's only one real definite: if you're not testing you're leaving a ton of money on the table.

Even that guy is leaving tons on the table. I know this because his video was somewhat compelling to me. I was interested in possibly sending people his way. The problem: I couldn't quickly see what the hell he was talking about. If there was a sales letter around that nice video I could be listening while scanning his letter... his offer... and things like that.

[marciayudkin]

Sorry Marcia, but this is the most classic comment I've seen in ages here:

"Because even my tech guru can't figure out how to install the latest version of Flash on my computer."

Not sure what your point is, Dave. He spent three hours on the problem and couldn't solve it - and this guy is a whiz. The program just refuses to install. It's not that the guy is stupid.

[OnlineMasterMind]

Originally Posted by MontelloMarketing

Even that guy is leaving tons on the table. I know this because his video was somewhat compelling to me. I was interested in possibly sending people his way. The problem: I couldn't quickly see what the hell he was talking about. If there was a sales letter around that nice video I could be listening while scanning his letter... his offer... and things like that.

I think you made a very good point in another thread somewhere about the video and a script. If I'm not mistaken, said something along the lines of the video still needs to be written by a copywriter hitting all the direct response elements. Even in just the first 30 seconds of that video, you can clearly make out the headline, subheadline, introduction ...etc all leading into the different components of a good sales letter. So that's definitely very important and I think what most people miss completely.

I do agree with you though. At least the offer below the video with some bullets outlining the biggest benefits driving the sale. However, I will say that I've seen crazier things happen than a video with no copy out pull a video with copy. Hell, the Jets beat the Patriots. That's why they play the games.

[GlengarryLeads]

Video sales letters are great because they are an easy way for a person to digest a lot of information and for people who do not like reading it is very easy for them. It's still good to maybe have a usual sales letter but in shorter form because the video will cover most of it.

I have split tested the two, and what I have found is that video sales letters usually convert slightly better. Sites with menus /distractions got around .8% conversion, regular long-form squeeze page sales letters got 1.05% conversion, video sales letters got 1.3% on AVERAGE. That said in some tests the video sales letters WAY outperformed the others, sometimes as much as 3%, but it wasn't statistically significant so lets just say it's slightly better.

Also what I found is that adding a slight amount of key bulletins and information around the video was good. It was better mostly over the fold though, because as soon as they take their eyes off the video it should be easy for them to get back to it. But have some benefits lined up, with maybe screenshots/proof elements in place.

[marciayudkin]

Video sales letters are great because they are an easy way for a person to digest a lot of information and for people who do not like reading it is very easy for them.

For what market? For what product?

I don't believe it's possible to generalize something like this, because the level of intelligence and ease with reading varies so widely in different markets. Results will also differ according to what you are selling.

Suppose you are selling something printed - how would someone who doesn't like reading even be part of the target market?

Marcia Yudkin

[Collette]

According to this thread the marketer has decided readers are not a part of his/her target market and he/she doesn't want our business.

Thus leaving us to spend our money elsewhere. Presumably with a competitor.

So be it.

I would call this kind of "exclusionary marketing tactic" stupid, short-sighted, and self-defeating. And the refusal to implement the simple fix of combining both video and copy?

Even more so.

But that's just me...

[CyrusR]

I don't see sales videos replacing the written sales letter page. More of a complimentary thing I would say.

When you think about it videos tend to stick in our minds. Most of us probably will remember visuals more than letters.

Having both may actually boost your site.

And letting it go viral does wonders if anything else.

[Cherilyn Woodhouse]

For yet another "consumer" opinion, I don't ever watch videos. I shut them off. If video is the only way to find out what I'm supposed to be buying, I don't buy. Not because the video isn't persuasive, but because I'm a busy person. I'm a scanner. I don't want to sit there for 8.5 minutes and wait for you to tell me what you're selling.

And that is why I believe Vin when he says tests have shown video and sales copy together sell better. Having a good video is like having a headline on steroids... It grabs major attention and gets people interested. But you'd better have a damn good backup for those of us who just want to get in, get the info, and get out...

- Cherilyn

[mark z]

Originally Posted by johnlagoudakis

Hi Dean,

It doesn't have to make sense... let the stats do the talking

Try both and see which converts better. That's all that matters!

Originally Posted by MontelloMarketing

Plain and simple the single best way to make the most money from pretty much any product you sell is to have video ALONG WITH a sales letter... Not as a replacement for a sales letter.

Well said, both of you.
Couldn`t agree more.

I suggest you, Dean, to try yourself what is working best in your case.
As always, try to be different from the "crowd", but your stats will tell you best what is good for you.
So, remember three key words: test, test and - test.