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Video Sales Letters - Player Control Hiding And Other Blunders

by sanjaypande
21 replies
Sales 101 - Let the prospect think and feel like they are in control (even when you are).

Let's take a simple example:

You want to buy a car. You go to the dealer and there is a salesman Your mind instantly goes in self-protection mode (or wallet protection anyway).

Depending on how good the person is ... they will want to gauge your interest (and intent).

You took a step by walking into the lot (announcing the intention to your own brain). You have prepared your brain to see cars. You are not ready to buy anything YET.

Salesman: "Good morning, How can I help you?"

Ball is now in your court ...

You Say: "Oh hello, yeah ... just wanted to see some cars"
You Think: "I just want a f****** car without having to deal with you and I want it wholesale. Man I hate bargaining".

Salesman: "Well, you are in the right place for that ..."
You Think: "Yeah right, you pretending to be polite a** of a human"

Salesman: "Do you have anything in mind? Anything specific you're looking for?"
You Say: "Yes I do"
You Think: "No I don't have a clue ... a Ferrari would be nice"

Salesman: "Very nice. It's always better when you know what you want. It's easier for both of us."
You Say: "Yeah, sure"
You Think: "WTF. I don't really know."

Salesman: "If you can describe it, I can look up my inventory and see what I have available that matches all your criterion".
You Say: "Umm .. Err .. I want a spacious car that is sporty. I need to have tons of space in the trunk (boot) and the ability to fit 5 tall adults comfortably. It should be able to handle zippy driving and should be decent on gas. It snows a lot here so an AWD would be nice.
You Think: "It would be nice to get a good fuel economy. Maybe I should buy a smart car. There's only 2 of us anyway."

Salesman: "That is amazing that you know what you want in such detail. And you're in luck. We have many that match your criterion and believe it or not - I'm actually going to sell you a car today even if I have to bring the price down to wholesale for you. You seem nice and I've already done my quota for the day. This sale is actually a bonus for me.

What should we do today to make sure that you drive out with a new car?"

As soon as you answer that question ...

YOU ARE TOAST!

This is even before he is adding other levels of persuasion such as demonstration (test drive). In his mind he's sold the car. You've already bought it in the head and the rest is a matter of matching the automobile and the funds to your mind and is a minor detail.

So, let's talk to our video sales letter folks.

What is the ONE action you can do to ensure that your prospect actually feels they are in control? Don't autoplay. Ensure that they click play. Some encouraging words such as "Click Play to Watch This Presentation/Video/Message" helps - as long as the headline has already sold them on watching it.

Action one - they clicked play - They are more likely to watch it all the way to the end. They are less annoyed than the person who landed on the page and the video started yelling at them.

Now, they start watching ... 20 seconds ... 40 seconds ... they are zoning out and checking their e-mails and slowly something that completely distracts them and they're out. The video is running in the background (and it really is an audio presentation now).

Something in the audio distracted them from their distraction and they come back and they missed something.

Oh ... what did I miss ... It was interesting ... rewind ... where's the f****** controls. Damn!

Sh**! Now I have to watch the damn thing again.

Well ... Ok ... reload (and bang exit popup).

They're ticked. Close. What a bloody irritation.

Even without an exit popup, they're looking at the presentation and now zone out in 10 seconds. In about 40 they're bored ... click ... gone!

When you send a sales letter (old school long form paper and ink) stuff falls out of the envelope but the letter is stapled together to maintain the sequence. You want them to follow this sequence but ...

Reality hits

If they open it they just got warmer because there is an intent to read

They look at the headline and it looks interesting and they start reading. Looks really interesting ... so they start assessing how many pages there are. Turn page and see a few sub-headings. Turn back to the last page to check the price (because they know something will be sold to them).

Online behaviour is not very different ... Headlines, sub-heads, PSs, prices etc are seen before one gets into the actual message or pitch.

Video unfortunately doesn't have this possibility being a linear medium. It is delivered in sequence.

In a physical letter, when I want to read a page a 2nd time because I went through it too fast, it's easy. On a video ... I need to rewind a bit.

Imagine any sport without action replays and you'll really get this.

Any person who visits your sales page and performs actions on their own is someone you have MORE control over. It's powerful and the best salespeople, copywriters, marketers understand this.

The magalog writers for alternative health are the best I've seen at this.

You can easily jump around with everything leading to that order page.

On single page ads, I think Joe Sugarman is probably the best at it where everything is not just a sequence, it's also leading to the end goal.

Test your video sales letter without autoplay and with user controls. You may be pleasantly surprised.

Warm Regards,

Sanjay

PS: If you can't get them to watch the entire video (with controls), then something else is wrong. You probably need to look at your script or other engagement factors.
#blunders #control #hiding #letters #persuasion #player #player controls #sales #video #video sales letters
  • Profile picture of the author Daniel Scott
    Originally Posted by sanjaypande View Post

    What is the ONE action you can do to ensure that your prospect actually feels they are in control? Don't autoplay. Ensure that they click play.
    Every test I've done (or my clients have done) have shown that autoplaying videos significantly improves conversions.

    -Daniel
    Signature

    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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    • Profile picture of the author Doceye
      Nice info, Sanjay.

      Daniel, really? I respect you old man, but autoplaying videos or music seems to uniformly irritate the living crap out of everyone I/we've ever tested it on.

      The best analogy I can offer is this: You spy a YouTube video you really want to see. And the instant you fire the thing up someone's very eclectic (read annoying) music begins to run over the top of the whole thing. Ergo ... turning what you set out to do (watch the vid) into an exercise in Gandhi-like tolerance.

      That is, if you haven't already grabbed your mouse and hurled the cursor furiously at the mute button.

      I know video and music are obviously two separate things, but there is a parallel here. If only as regards hijacking control of someone's experience whose only crime is to have clicked through to your page(s).

      Not calling you out, but I sure would love a little illumination here. As in, what was tested and against what was it tested.

      Doc
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  • Profile picture of the author Daniel Scott
    Tested it on several different projects - most in the IM space, but some other stuff too.

    It was just an A/B split test - one video autoplayed, one did not.

    Everything else was the same.

    Irritating? Probably. But conversions saw a definite bump.

    In your tests, did conversions drop when using autoplay?

    Always cool to talk shop with people who test things instead of just throwing out opinions as fact, BTW.

    -Daniel
    Signature

    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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    • Profile picture of the author Doceye
      Daniel,

      What we've found in (so far) approximately 25-30 tested instances of auto-starting video, was there was about a 38% spike in complete abandonment of the page over pages where self-loading video was an option.

      Albeit, the fact the self-loading option was very prominent. But indeed the visitor had to pull the trigger themselves.

      I guess the argument could be made that surrounding static copy's effect at prompting desire to learn more was at work. And how much of and how well that copy was written would certainly affect that desire.

      So did the static copy incite visitors to click through to video to learn more ... or was it curiosity simply because the dead player was sitting there waiting to play?

      Don't know yet.

      We even played with what static image was visible on the player. And for some (odd) reason, the fact the speaker's mouth was left open doubled click-throughs to see the video.

      No. I have no idea what that might mean.

      I'm certainly no expert here, but I love testing stuff. The psychology of it fascinates the shark out of me. All I can say with certainty is auto-play caused a spike in exits/abandonments over a third higher than that of pages where it was simply an option.

      The speed of the abandonments led me to feel we'd right pissed these folks off. Meaning they weren't going to give us another chance anytime soon.

      One thing I know for sure, is people's general tolerance for giving up their time has only receded in the last couple of years.

      Doc
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    • Profile picture of the author sanjaypande
      Originally Posted by Daniel Scott View Post

      Tested it on several different projects - most in the IM space, but some other stuff too.

      It was just an A/B split test - one video autoplayed, one did not.

      Everything else was the same.

      Irritating? Probably. But conversions saw a definite bump.

      In your tests, did conversions drop when using autoplay?

      Always cool to talk shop with people who test things instead of just throwing out opinions as fact, BTW.

      -Daniel
      A/B split tests really help the most as it's hard to make sense with too many variables. In terms of testing - I've seen both for the autoplay, but then I work in niches very few of you would even touch.

      If it irritates the heck out of people but they're still buying (voting with their wallets) I'd keep it.

      As mentioned earlier I like to test ROI over conversions and it significantly goes up when the prospect feels like they are in control of their decisions by way of significantly lower refund rates.

      Some of the engagement stats (pause, rewind locations, replays, in focus, out of focus, page scrolls etc) are also very useful to tweak the videos and are excellent lessons learnt.

      The source of traffic (and what is said in the message) can also vary the stats significantly, but you already know that.

      Warm Regards,

      Sanjay
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      • Profile picture of the author ewenmack
        Lee McIntyre has noticed that the more people
        exposed to the sales message, the less variation,
        as a percentage, it makes.

        We are talking about 70,000 people here.

        He now goes for the big changes to test.

        Best,
        Ewen
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        • Profile picture of the author ewenmack
          This test result has just come in today from
          Tom Venuto of Burn the Fat, Feed the Muscle - clickbank product name
          BURNTHEFAT - website Fat Loss Diet | Fat Burning Foods | Burn the Fat Feed the Muscle By Tom Venuto

          According to Alexa, it is ranked 19,235 for global traffic.

          Here's Tom's quote...

          "We had the best week of sales in many months, but more
          important - the best conversions *in over a year.*

          When our video sales letter (power point style presentation
          video) debuted last July (2010), conversions spiked dramatically.
          We concluded that everything all the 'hype' we had heard
          about the video sales letter was actually true.

          Semi-disappointingly, the video dipped back to "very good"
          but not "spectacular" within about 4 months (that was a fun
          ride for a few months!)

          For a while, I wondered if video sales letters were a fad, a
          passing novelty or even if they had become an annoyance.
          Perhaps they were effective when they first appeared but
          they had short shelf life?

          We decided to split test against long copy letters again
          to find out...

          The video letter won again and remained our control.

          Since then, we've tried more split tests than we can count.

          Just this past month (September 2011), we ran another test,
          and this time, we got a significant spike in conversion rate
          ALL THE WAY BACK UP to where it was when we first ran the
          video last July (2010)

          What we've discovered from this most recent split test
          and several that came before it, is that for our product,
          on our website, the video PLUS long copy outpulls long copy
          by itself and has even outpulled the video by itself.

          Our latest long copy PLUS video combination is our best yet,
          and it's still using the same pitch: 49 day body transformations
          with a focus on customized (body type based) programs.

          No matter how the results would have turned out, We would have
          made the winner of the test the control...

          But I have to admit, I'm kind of glad that the video + copy
          won the test because video only format sort of irritates me.

          Even when the shoe is on the other foot and I'm the one
          shopping for products, I usually can't bear to sit through
          a 20-30 minute video unless I'm unbelievably interested.

          One benefit of video alone, is that you control the
          delivery of the presentation. The sales pitch unfolds in
          the order you dictate. Viewers cannot jump ahead, scroll
          down or skip anything - they get your sales presentation
          in the order you want it delivered.

          That is arguably important because sales is a *process*
          in which certain things have to happen before the sale is
          consummated (get attention, capture interest, build desire,
          build value, only then give price and close).

          But on the other hand, some people like to watch and listen
          while other people like to read. Everyone - given the chance -
          on the internet, will skim. So if your sales letter has
          two paths of readership, or is skimmable, your long copy
          letter will work well.

          If you have to read every single word in a long copy letter
          to "get it", your long sales letter won't work as well
          because skimmers WONT "get it."

          I wonder if some marketing gurus who claim "long copy is
          dead" forgot that one.

          In any case, we've got a very solid 18.8% increase in conversions
          and we are converting at our highest rate for every day
          sales in over a year."

          Best,
          Ewen
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          • Profile picture of the author Phillip M King
            Without testing, because I am not in that particular marketplace, I would have guessed that long copy + video would work best. Not all people are the same in their responses to advertising; that's why it's good to mix the media in education.

            Personally, I never sit through a video ad. I let it download, pull it out and watch at my own convenience and pace. I think hiding the controls treats the viewer like a child.
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  • Profile picture of the author Robert_Rand
    Originally Posted by sanjaypande View Post

    Sales 101 - Let the prospect think and feel like they are in control (even when you are).

    Let's take a simple example:

    You want to buy a car. You go to the dealer and there is a salesman Your mind instantly goes in self-protection mode (or wallet protection anyway).

    Depending on how good the person is ... they will want to gauge your interest (and intent).

    You took a step by walking into the lot (announcing the intention to your own brain). You have prepared your brain to see cars. You are not ready to buy anything YET.

    Salesman: "Good morning, How can I help you?"

    Ball is now in your court ...

    You Say: "Oh hello, yeah ... just wanted to see some cars"
    You Think: "I just want a f****** car without having to deal with you and I want it wholesale. Man I hate bargaining".

    Salesman: "Well, you are in the right place for that ..."
    You Think: "Yeah right, you pretending to be polite a** of a human"

    Salesman: "Do you have anything in mind? Anything specific you're looking for?"
    You Say: "Yes I do"
    You Think: "No I don't have a clue ... a Ferrari would be nice"

    Salesman: "Very nice. It's always better when you know what you want. It's easier for both of us."
    You Say: "Yeah, sure"
    You Think: "WTF. I don't really know."

    Salesman: "If you can describe it, I can look up my inventory and see what I have available that matches all your criterion".
    You Say: "Umm .. Err .. I want a spacious car that is sporty. I need to have tons of space in the trunk (boot) and the ability to fit 5 tall adults comfortably. It should be able to handle zippy driving and should be decent on gas. It snows a lot here so an AWD would be nice.
    You Think: "It would be nice to get a good fuel economy. Maybe I should buy a smart car. There's only 2 of us anyway."

    Salesman: "That is amazing that you know what you want in such detail. And you're in luck. We have many that match your criterion and believe it or not - I'm actually going to sell you a car today even if I have to bring the price down to wholesale for you. You seem nice and I've already done my quota for the day. This sale is actually a bonus for me.

    What should we do today to make sure that you drive out with a new car?"

    As soon as you answer that question ...

    YOU ARE TOAST!

    This is even before he is adding other levels of persuasion such as demonstration (test drive). In his mind he's sold the car. You've already bought it in the head and the rest is a matter of matching the automobile and the funds to your mind and is a minor detail.

    So, let's talk to our video sales letter folks.

    What is the ONE action you can do to ensure that your prospect actually feels they are in control? Don't autoplay. Ensure that they click play. Some encouraging words such as "Click Play to Watch This Presentation/Video/Message" helps - as long as the headline has already sold them on watching it.

    Action one - they clicked play - They are more likely to watch it all the way to the end. They are less annoyed than the person who landed on the page and the video started yelling at them.

    Now, they start watching ... 20 seconds ... 40 seconds ... they are zoning out and checking their e-mails and slowly something that completely distracts them and they're out. The video is running in the background (and it really is an audio presentation now).

    Something in the audio distracted them from their distraction and they come back and they missed something.

    Oh ... what did I miss ... It was interesting ... rewind ... where's the f****** controls. Damn!

    Sh**! Now I have to watch the damn thing again.

    Well ... Ok ... reload (and bang exit popup).

    They're ticked. Close. What a bloody irritation.

    Even without an exit popup, they're looking at the presentation and now zone out in 10 seconds. In about 40 they're bored ... click ... gone!

    When you send a sales letter (old school long form paper and ink) stuff falls out of the envelope but the letter is stapled together to maintain the sequence. You want them to follow this sequence but ...

    Reality hits

    If they open it they just got warmer because there is an intent to read

    They look at the headline and it looks interesting and they start reading. Looks really interesting ... so they start assessing how many pages there are. Turn page and see a few sub-headings. Turn back to the last page to check the price (because they know something will be sold to them).

    Online behaviour is not very different ... Headlines, sub-heads, PSs, prices etc are seen before one gets into the actual message or pitch.

    Video unfortunately doesn't have this possibility being a linear medium. It is delivered in sequence.

    In a physical letter, when I want to read a page a 2nd time because I went through it too fast, it's easy. On a video ... I need to rewind a bit.

    Imagine any sport without action replays and you'll really get this.

    Any person who visits your sales page and performs actions on their own is someone you have MORE control over. It's powerful and the best salespeople, copywriters, marketers understand this.

    The magalog writers for alternative health are the best I've seen at this.

    You can easily jump around with everything leading to that order page.

    On single page ads, I think Joe Sugarman is probably the best at it where everything is not just a sequence, it's also leading to the end goal.

    Test your video sales letter without autoplay and with user controls. You may be pleasantly surprised.

    Warm Regards,

    Sanjay

    PS: If you can't get them to watch the entire video (with controls), then something else is wrong. You probably need to look at your script or other engagement factors.
    So you've tested this, and adding controls and removing auto-play has produced better results for you?

    I'm curious, what was the size of your data sample? How many unique visitors?
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  • Profile picture of the author davemiz
    yeah, it just depends... you gotta test.... autoplay in all my tests has won over getting the user to click.

    remember your opinion, while important to you, doesn't mean jack.... what matters is the customers who vote with their WALLETS.

    Their WALLETS tell me, autoplay works best.

    About to test vsl + copy vs. vsl

    interesting to hear tom say the vsl+copy won..... wonder if the traffic is to repeat ppl (ppl whove already seen his video)
    Signature

    “Judge your success by what you had to give up in order to get it.”
    ― Dalai Lama XIV

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  • Profile picture of the author colmodwyer
    Hey Ewen,

    How'd you get that email? Interesting stuff.

    He was the guy that came up with the whole video sales letter concept, right? Pretty sure that's what Deiss said.

    Cheers,
    Colm
    Signature
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    • Profile picture of the author ewenmack
      Colm,

      Just sign up as a Clickbank affiliate and their newsletter and
      you get test results in your email.

      Best,
      Ewen

      Originally Posted by colmodwyer View Post

      Hey Ewen,

      How'd you get that email? Interesting stuff.

      He was the guy that came up with the whole video sales letter concept, right? Pretty sure that's what Deiss said.

      Cheers,
      Colm
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  • Profile picture of the author max5ty
    I was amused at your scenario of the customer/salesman -- there's no good salesman that's gonna follow that script.

    If more of you would learn sales...you wouldn't write boring crap sales letters that only you get a thrill out of.

    I don't care how many books or courses you read -- if you want to be good you'll get out in the real world and get some experience dealing with real live people.

    I agree with your idea of the video with controls, etc.

    The problem with most videos is that they're as boring as the sales letters some of you write -- I click off of them whether they have controls or not.

    I don't care what some of your idols say...or what some bogus BS test says, if you've got a video and it doesn't have buttons to move around...you'll lose viewers quickly.

    People don't want to be forced to watch you drone on and on about some offer.

    The only way to get out of the way of most of these sales videos is to click out of the whole site...you've then lost the customer entirely.

    I get annoyed sometimes when I'm watching a news clip or some you tube videos where you're forced to watch a commercial before the video starts.

    Thankfully they're usually only a few seconds long.

    I'm done ranting now -- thanks for the post sanjaypande.
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    • Profile picture of the author Matt James
      People don't want to be forced to watch you drone on and on about some offer.
      This is just amazing to me. You'd be surprised what people are happy to subject themselves too when it comes to feeding that greed gland.

      I used to work in shopping TV/Infomercials for a few years.

      The stuff I saw sell, and the way it was sold, never failed to make my jaw drop.

      For instance... we once had a 2 HOUR live show with a very good presenter (total egomaniac) and nothing but a table, his sales patter, a phone number at the bottom of the screen and a 1ct diamond ring to sell.

      I don't know how many tens of thousands of those things we sold... but they sold OUT.

      Literally, people were falling asleep in the gallery. We were creating this sh*t, putting it out live to air and couldn't wait for it to finish. But the sales figures were rocketing.

      For anybody else who complains about 'boring' video sales letters... you don't know how good you've got it!

      As for the split-testing...

      I've tested video and video + copy on many, many launches and you just never know what's going to win. That Tom Venuto thing... that works for HIS product, to HIS audience. Doesn't mean jack to anyone else.
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      • Profile picture of the author sanjaypande
        Originally Posted by Matt James View Post

        This is just amazing to me. You'd be surprised what people are happy to subject themselves too when it comes to feeding that greed gland.

        I used to work in shopping TV/Infomercials for a few years.

        The stuff I saw sell, and the way it was sold, never failed to make my jaw drop.

        For instance... we once had a 2 HOUR live show with a very good presenter (total egomaniac) and nothing but a table, his sales patter, a phone number at the bottom of the screen and a 1ct diamond ring to sell.

        I don't know how many tens of thousands of those things we sold... but they sold OUT.

        Literally, people were falling asleep in the gallery. We were creating this sh*t, putting it out live to air and couldn't wait for it to finish. But the sales figures were rocketing.

        For anybody else who complains about 'boring' video sales letters... you don't know how good you've got it!

        As for the split-testing...

        I've tested video and video + copy on many, many launches and you just never know what's going to win. That Tom Venuto thing... that works for HIS product, to HIS audience. Doesn't mean jack to anyone else.
        Great info. Thanks for sharing.

        The people watching the channel tuned in themselves (Action 1)

        They want to watch it. They are listening to something which was interesting to them which made them listen to the message all the way to the CTA (Action 2)

        If the message is tailored to you, and you find it interesting, you'll listen too. When you're flipping channels and stop on an infomercial channel to watch the message ... and you start getting curious ... and it starts sounding interesting ... you're already hooked

        Most people want to buy something. People actually like to be sold to even if they don't admit it and they LOVE to buy. If they didn't, you wouldn't have channels dedicated to only selling product.

        There's a LOT you can glean from this behaviour and pattern because human nature is the same. Changing a TV channel and going to a different website are fairly similar actions. Online you can have 2 (or more) pages open with audio running in the background (like a PIP on TV).
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    • Profile picture of the author jeuneriche2017
      Banned
      Originally Posted by max5ty View Post

      I was amused at your scenario of the customer/salesman -- there's no good salesman that's gonna follow that script.

      If more of you would learn sales...you wouldn't write boring crap sales letters that only you get a thrill out of.

      I don't care how many books or courses you read -- if you want to be good you'll get out in the real world and get some experience dealing with real live people.

      I agree with your idea of the video with controls, etc.

      The problem with most videos is that they're as boring as the sales letters some of you write -- I click off of them whether they have controls or not.

      I don't care what some of your idols say...or what some bogus BS test says, if you've got a video and it doesn't have buttons to move around...you'll lose viewers quickly.

      People don't want to be forced to watch you drone on and on about some offer.

      The only way to get out of the way of most of these sales videos is to click out of the whole site...you've then lost the customer entirely.

      I get annoyed sometimes when I'm watching a news clip or some you tube videos where you're forced to watch a commercial before the video starts.

      Thankfully they're usually only a few seconds long.

      I'm done ranting now -- thanks for the post sanjaypande.
      LOL.

      what tests have you done that prove this nonsense that videos without controls lose prospects quickly because every test ive done has clearly shown the opposite across several different markets.

      james.
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  • Profile picture of the author Sean Fry
    Who wrote the copy for Tom Venuto's Burn The Fat, Feed The Muscle?
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  • Profile picture of the author Daniel Scott
    Could be mistaken... but originally I think it was Michel Fortin.

    I think Kevin Rogers and Ben Johnson are responsible for the latest one though.

    -Daniel
    Signature

    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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  • Profile picture of the author John_S
    Not interesting. Test, then decide. Personally object to it? Then you will probably not even test.

    Of more interest to me is something where the controls are An Integral Part of the Sales Process.


    Not having visible controls -- nor reinforcing with text on those controls, is probably a mistake. But the concept is still interesting. What I am talking about is buttons or panels offering the options.

    "...another video ...and another video ...and another video" Sigh. Way to sell it ...not. This is why video and sales guys go together like teenagers, alcohol, and car keys. That somebody probably wrote this out as a script makes me ill.

    Too many of these guys shouldn't even be allowed around electricity.


    Interactive demos. Segmentation. Objections.

    This trend of embedding branching choices into the video is interesting. The user creates a custom video out of short segments that they choose to run. And, in practice on YouTube, it feels like a single video.

    A far shorter video than including everything. A custom, targeted message.

    That is an interesting thing to test.

    Video mavens. This is what I want to understand the effectiveness (or lack) of. Not controls versus no controls ...pants or just underware ...English as a second language ...lookie, we're making an animated GIF, but better ...or any of the standard fare.
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