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COPYWRITERS: Why should a prospect buy the "video course" version of the product?

by abooybeyy
9 replies
We're selling a book on our front-end... The immediate upsell is the video course version of the book.

However, writing the script for it I'm struggling to come up with a good, heart-wrenching "can't wait to have this" type of reason behind why they would want to add it to the purchase.

Should I just go down the lines of:

"However, many of our best students are eager and want better, faster results... and if that's you, I'd like to invite you to...." blah blah.

Or is there a better/smarter/more natural route to position a video course version of something?

Thanks for your help.
#buy #copywriters #product #prospect #version #video course
  • Profile picture of the author Alex Cohen
    It's been proven scientifically that people retain more from watching a video than they do from reading a book.

    You could quote the research.

    However, the superiority of video over a PDF is so ingrained in people's thinking, IMO you'd make out better by including a bonus with the video version. OR present the video version as part of a gold-silver-bronze choice in the original sales letter.

    Alex
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    • Profile picture of the author havplenty
      Originally Posted by Alex Cohen View Post

      It's been proven scientifically that people retain more from watching a video than they do from reading a book.

      You could quote the research.

      However, the superiority of video over a PDF is so ingrained in people's thinking, IMO you'd make out better by including a bonus with the video version. OR present the video version as part of a gold-silver-bronze choice in the original sales letter.

      Alex
      Say "some" people Alex. I hate video, can't stand it as a learning tool for anything IM. My biggest gripe is that the content is buried forward in time and I have to consume at a pace beyond my control. With a book I can skim and dig into the bits that interest me.

      The number of courses I have that haven't been consumed because of the sheer volume of content is unreal and I hear lots of people (even video creators) talk about that too.

      One course I have has over 60 videos, each with its accompanying mp3 and pdfs broken down into modules. Head, aching

      To the OP: a video version of a course has to be sold on the basis of its value-added nature. I mean, it's the same course, right? Alex is right, you could quote the research but... I might feel cheated a little bit if you sold me a book and then try to upsell me on the "video version" on the basis of it being superior. That would mean, possibly, that the book I just bought is relatively useless.

      You could try adding some extra material into the video version of the course. That might tip me to go with the upsell -- if I were a video lover.

      Good luck.
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      • Profile picture of the author Alex Cohen
        Originally Posted by havplenty View Post

        Say "some people" Alex. I hate video, can't stand it as a learning tool for anything IM. My biggest gripe is that the content is buried forward in time and I have to consume at a pace beyond my control. With a book I can skim and dig into the bits that interest me.
        No thanks... I'll stick with just "people"... the science is proven. Folks who learn from video retain twice as much as those who learn from PDFs.

        Don't like video? No problem... that's your choice.

        Alex
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        • Profile picture of the author havplenty
          Originally Posted by Alex Cohen View Post

          the science is proven.

          Alex

          Where's your proof, frendo?
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          • Profile picture of the author Alex Cohen
            Originally Posted by havplenty View Post

            Where's your proof, frendo?
            My hourly rate for research is $250. PM me your PayPal address, and I'll send you an invoice.

            Alex
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          • Profile picture of the author jimbo13
            Originally Posted by havplenty View Post

            Where's your proof, frendo?
            For a few thousand years every country in the world has had an educational system that involves it's citizens watching a teacher instruct and demonstrate.

            Whether a Masai Mara building a straw and mud hut to an Oxford Undergraduate going to a lecture on Physics.

            Textbooks are not the primary source.

            It is not rocket science.

            If I give you the script to your favourite TV show or you just watch it, unless you wish to be argumentative, it is not open to debate which one is more effective in you understanding the story.

            Dan
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  • Profile picture of the author marciayudkin
    You could try adding some extra material into the video version of the course. That might tip me to go with the upsell -- if I were a video lover.
    You don't need to add any extra content, because just by being video, it has a visual and dynamic dimension that an ebook doesn't have.

    Videos are better than reading for lazy people - of course you'd need to spin that in a positive way.

    Why not interview some people who love videos about why they'd rather watch a video course than read an ebook? You're writing the upsell copy for them, not for people like you!

    Marcia Yudkin
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  • Profile picture of the author GetPLRhere
    You should offer a multitude of versions of your digital products. There's no one size fits all, and the more avenues you can offer, the more customers you could potentially get. There are different strokes for different people. Some prefer to read, while others prefer to hear, and then there are many who prefer to watch.

    I'm someone who prefer reading ebooks and watching videos, but I was astounded by how well podcasting took off. The only audio I listen to is music. I never thought people would listen to other people's conversations for as long as 60 minutes. But as the saying goes, there is a niche for everything.
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  • Profile picture of the author abooybeyy
    Thanks for the feedback guys.

    I'll keep this in mind.

    I've been trying to see if I could find any "upsell video version" copy swipes but there is not much at all floating around. If anyone has any links that I can study (or tell me a product that you know has the video version as an upsell that I can buy and then study the upsell copy) I'd gladly hear it :-)
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