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Video and/or sales letter?

by sandrasims
9 replies
I'm thinking about using a video on a sales page for an ebook. Is it better to have video only (plus an opt-in form), or video AND the written sales letter?

What do you think?
#and or or #letter #sales #video
  • Profile picture of the author go4wealth
    I prefer sites with both video and sales letters. Sometimes I might be interested but don't have time to listen to a video so a quick scan of the sales letter can let me know if this is something I might want to look at latter. Make sure a person can scan the sales letter and still get an idea of the offer.
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  • Profile picture of the author Studio13
    A question like this warrants a A/B split test, bottom line. Spend the day or two and make the video. Add it to the site, see if it improves your conversions. Otherwise, it's just opinion without the numbers. Videos don't work well in all cases... just most of them.
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    • Profile picture of the author Azarna
      If you are going to use a video then may I humbly suggest the following.

      I have seen far too many webcam-shot videos, taken in someone's messy living room or kitchen, with a scruffy person mumbling and stuttering (clearly not rehearsed) or obviously reading from a prewritten speech.

      Or equally boring, where the 'video' is actually a sort of power-point series of 'slides' with exactly the same things on them as the narrator is saying. They may as well have just given me typed copy to read, I can read, I don't need to listen to someone reading it out for me, that is rather insulting my intelligence.

      A good video could be a real boon though! They can make your brand look more dynamic, up to date, innovative and versatile.

      So I agree fully that you should offer the text version too - often one is not in a position to watch a video but can read something. Plus if you are going to use video them please make sure it is something worth watching that makes your brand look more professional, not less.
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    • Profile picture of the author sandrasims
      Originally Posted by Studio13 View Post

      A question like this warrants a A/B split test, bottom line. Spend the day or two and make the video. Add it to the site, see if it improves your conversions. Otherwise, it's just opinion without the numbers. Videos don't work well in all cases... just most of them.
      Great point! I will be interested to see how the test turns out!
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  • Profile picture of the author Derek Pankaew
    The top converting salesletter I've ever written converted at a whopping 12%. To a warm JV list, not cold traffic, but it was still off the charts.

    We did it with a video that took 16 hours to film, several days to edit - And the video was only 20 minutes long.

    We used a video landing page with copy, though we assumed most people would just watch the video and make their decision. We got a 54% opt-in rate.

    Then the salesletter was again a video, with very little copy. However - In the followup emails, we assumed people either watched the video and didn't buy or didn't like watching videos - So we sent them to a full salesletter instead.

    In other words, the funnel went like this:

    1) Opt-In Page (Video + Salesletter)
    2) Sales Video (Thank You Page - No Copy)
    3) Newsletter Followups
    4) Salesletter (No Video - This is what the email copy linked to)

    Our overall conversion from landing on the opt-in to purchase was 12% on a $37 a month subscription. We basically used a combo of both.

    - Derek
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  • Profile picture of the author Jason Z
    Thanks for sharing your funnel Derek. That sounds like it had to be an incredible video for the work that went into it.

    I'm a big fan of the video plus sales letter approach. I think it gives people who prefer video something to watch and people who would rather read something some text that will appease them. That way you've got both types of people covered.
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  • Profile picture of the author sandrasims
    wow, thanks Derek for explaining your process so well. I like that in the email follow up you gave them a choice of video/text.
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    Sandra Sims

    Established marketing services website - view my Flippa website auction here!
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    • Profile picture of the author jvjoe
      Quit interesting Derek... thanks for the post. Also will add to all the above comments that pending on the niche you are targeting, some niche don't really need videos but wait it's all about spill testing,testing and testing.
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  • Profile picture of the author andynathan
    I think that you need to have both nowadays to hit both markets. It is not either or, it is more. That way you hit different parts of your target market.
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