I miss the good ol' Salesletter

20 replies
Because nowadays everything is video. Have the video guys ever thought that not everybody has the time to watch a ten to thirty minute salesvideo that takes forever to get to the point? I mean with a classic salesletter you can skim the text and find out if the product is something for you and if it is, you can read the text more closely. And not everybody can listen to audio all the time, like when you are at work.

Thoughts? Everybody who tries to sell something to me gets a 100 percent bonus when there is a salesletter. Even when there is the salesvideo on top of the page.
#good #miss #salesletter
  • Profile picture of the author Kindleismylife
    This is an interesting thread you might like >>>

    http://www.warriorforum.com/main-int...es-letter.html
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  • It works there are enough people who watch. I think the formula Agora uses is the best VSL, if you cancel pop up then long form sales letter. I just do the first just because it's ten times less time and effort to make VSL but if I hit a home run I go for the long form, but not the other way around. Maybe i'm wrong but I can't get long form to beat VSL. I guess we are people of watches more then people of readers.
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  • Profile picture of the author Kenster
    Originally Posted by Pascal Parvex View Post

    Because nowadays everything is video. Have the video guys ever thought that not everybody has the time to watch a ten to thirty minute salesvideo that takes forever to get to the point? I mean with a classic salesletter you can skim the text and find out if the product is something for you and if it is, you can read the text more closely. And not everybody can listen to audio all the time, like when you are at work.

    Thoughts? Everybody who tries to sell something to me gets a 100 percent bonus when there is a salesletter. Even when there is the salesvideo on top of the page.

    Most vendors do what works and converts best. There will obviously always be segments of prospects who don't like the selling medium.

    Even if you look at the videos that don't let you fast forward or rewind. Hypothetically, if 100% of buyers say they would rather have the option to fast forward but as the seller, you've done split tests which show the one without fast forwarding converts twice as high...what would you do if you were the seller? Just food for thought.

    With that said, I like the idea of using multiple selling mediums, so exit pops leading to a sales letter or something.
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  • Profile picture of the author JSProjects
    I prefer both. I'm fine with a video, as long as you've got some text describing everything.

    Videos most likely convert a lot better though. Otherwise we wouldn't be getting flooded with them.
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  • Profile picture of the author Christopher Fox
    Ask YouTube how well video works. Rather, ask their bank account ...

    To tell you where I sit before I tell you where I stand, I have staked my claim in video/graphics, so I am definitely biased.

    Here is the problem with split test reports on this forum: we don't know what was split tested. You test a video against a traditional ales letter and the letter outperforms the video. What conclusion can be drawn from this?

    None. Maybe the video sucked. I need to see the video before I take any split testing claims at face value. Again, ask YouTube's bank account how successful video is, for anything and everything, on da net. I don't think there is an IMer on here making the money YouTube is ...

    People will fork out $X,XXX-$XX,XXX for a sales letter, but most won't drop $X,XXX for a quality video. Silly, if you ask me. Everyone is worried about losing potential customers who are surfing the net at work. How about the gazillions of people watching videos on mobiles and tablets.

    The landscape is changing. People are making online purchases with phones and tablets, in addition to PCs. Ever tried to read a long sales letter on a phone? How 'bout watching a video on the phone?

    Good video gets into the realm of visual arts. If you ain't an artist, there is a ceiling to the level of compelling video you can produce.

    There is a fortune to be made in video, not by IMers (although it will make them money, too), but by knucklheads like me specializing in video creation, as it is going to do nothing but grow and the demand for quality video/graphic/animation providers will follow suit.

    Again, anytime you think your business can avoid video, in the long run, compare your bank account to YouTube's and ask yourself how important video is to your marketing campaigns ...
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  • Profile picture of the author Christopher Fox
    One last quick thought I want to throw out there:

    Maybe it is time to rethink the sales letter/squeeze page a bit when implementing video? Or to rethink what you are using video for?

    I'll let you figure out how these apply to your business ( my consulting isn't free ), but in the first video, never not once is a new movie announced, nor previous movies available to purchase on DVD, etc. (Sorry OP, not very globally conscience here and this video and the comedy is definitely American Culture minded):


    And yes, that was a video sales letter, pre-selling a movie. 2,000,000+ views. That video was at 40,000 views a couple days ago.

    Another one with only 58,000,000 views:


    A commercial, a video sales letter, with 58,000,000 views. I'd call that a wildly successful branding/advertising endeavor.

    A couple more key things is the use of other brands (NFL, ESPN & Star Wars) and very little mentioning of their own. These are both sales letters.

    How many of your squeeze pages and sales letters get passed around through social media? Get it?
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  • When you get the client with an irresistible product or service.

    You don't have to worry too much about the "medium"

    If it comes to it, write the pitch on the back of napkins and just make sure they get to the right people.


    Steve
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    • Profile picture of the author Christopher Fox
      Originally Posted by Steve The Copywriter View Post

      When you get the client with an irresistible product or service.

      You don't have to worry too much about the "medium"

      If it comes to it, write the pitch on the back of napkins and just make sure they get to the right people.


      Steve
      I would disagree and counter assert that as smart phones and tablets become more prevalent, which they have been doing, video becomes 'more watched'. Reading anything other than a ebook on a smart phone sucks. There are a lot of sales pages that you have to scroll down, quite a bit, on a PC monitor. Reading those kinds of sites on a phone sucks, IMO.

      The demand for videos by net users will increase, as the use of phones and tablets do - the core of my counter assertion.

      The point being, with a phone, a lot of people are becoming very likely to search for video, not traditional websites, on their phones and tablets. They won't even go looking for your napkin to begin with. They access the net on their phones and start watching videos, from the get go.

      Someone mentioned lost customers surfing the net at work not being able to watch videos at work. How 'bout that same worker bee with a 45 minute bus ride, after s/he clocks out, watching videos on their smart phone, killing time on the bus?

      Again, just my opinion, not necessarily humble, but not arrogantly claimed to be correct ...
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      • Profile picture of the author The Copy Nazi
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        Originally Posted by Christopher Fox View Post

        I would disagree and counter assert that as smart phones and tablets become more prevalent, which they have been doing, video becomes 'more watched'. Reading anything other than a ebook on a smart phone sucks. There are a lot of sales pages that you have to scroll down, quite a bit, on a PC monitor. Reading those kinds of sites on a phone sucks, IMO.

        The demand for videos by net users will increase, as the use of phones and tablets do - the core of my counter assertion.

        The point being, with a phone, a lot of people are becoming very likely to search for video, not traditional websites, on their phones and tablets. They won't even go looking for your napkin to begin with. They access the net on their phones and start watching videos, from the get go.

        Someone mentioned lost customers surfing the net at work not being able to watch videos at work. How 'bout that same worker bee with a 45 minute bus ride, after s/he clocks out, watching videos on their smart phone, killing time on the bus?

        Again, just my opinion, not necessarily humble, but not arrogantly claimed to be correct ...
        At last! Somebody gets it. I've been saying this for awhile - the future is Smartphones. It's NOT ripping off Halbert and all the other dinosaurs with boring-ass long copy that's been around the block a zillion times. Video works - but you guys need to be thinking video displayed on a small screen. That's what I'm doing. And no - I won't share. I get ripped off enough as it is. Even to the point where some clown in Vietnam has registered thecopynazi.vn
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        • Profile picture of the author ewenmack
          I've read research from e-commerce websites as
          to what devices are in the mojority used...
          it's pc's.

          People may do their quick research on their smartphones,
          but do their buying when they get home.

          An exception is when people are out and search
          fo a place to dine.

          Best,
          Ewen
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          • Profile picture of the author The Copy Nazi
            Banned
            Originally Posted by ewenmack View Post

            I've read research from e-commerce websites as
            to what devices are in the mojority used...
            it's pc's.

            People may do their quick research on their smartphones,
            but do their buying when they get home.

            An exception is when people are out and search
            fo a place to dine.

            Best,
            Ewen
            Here’s a quick summary of mobile devices and their impact on commerce.
            • Mobile devices are ubiquitous.
            • More than 50 percent of Americans have a smartphone and that percentage is increasing.
            • Tablets are replacing desktops and laptops.
            • Tablets are a preferred platform for ecommerce transactions.
            • Smartphones are used more for research than actual purchases.
            • Apple iOS devices are the most heavily used devices for commerce.
            • People are becoming increasingly dependent on their smartphones — it’s the first and last thing many adults do every day.
            Mobile Commerce: More than Closing Transactions » Practical Ecommerce
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        • Profile picture of the author Steve Hill
          Originally Posted by The Copy Nazi View Post

          At last! Somebody gets it. I've been saying this for awhile - the future is Smartphones. It's NOT ripping off Halbert and all the other dinosaurs with boring-ass long copy that's been around the block a zillion times. Video works - but you guys need to be thinking video displayed on a small screen. That's what I'm doing. And no - I won't share. I get ripped off enough as it is. Even to the point where some clown in Vietnam has registered thecopynazi.vn
          When doing some fairly recent research for an online learning project, one useful point that came up was global regional preferences.

          In some areas of the world, almost everybody has a smartphone instead of a computer. Why? They're cheaper, they're portable, these people may live in small spaces where space is at a premium, and many don't have dedicated internet connections (which are a luxury for much of the world).

          That factoid has little bearing on the "which is better" argument, but it's simply a usability statistic. It was also apparent that age demographics played a part too, as some age groups were notably prevalent or absent.

          The following infographic is just one of many, but shows some of these differences. It doesn't really address the hot smartphone markets of say, India, China, and yes, Vietnam, but no doubt data is available for those that want to find it.

          Smartphone Users Around the World - Statistics and Facts [Infographic]

          Just something else to add to the discussion, depending on the market being targeted.
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      • Originally Posted by Christopher Fox View Post

        I would disagree and counter assert that as smart phones and tablets become more prevalent, which they have been doing, video becomes 'more watched'. Reading anything other than a ebook on a smart phone sucks. There are a lot of sales pages that you have to scroll down, quite a bit, on a PC monitor. Reading those kinds of sites on a phone sucks, IMO.

        The demand for videos by net users will increase, as the use of phones and tablets do - the core of my counter assertion.

        The point being, with a phone, a lot of people are becoming very likely to search for video, not traditional websites, on their phones and tablets. They won't even go looking for your napkin to begin with. They access the net on their phones and start watching videos, from the get go.

        Someone mentioned lost customers surfing the net at work not being able to watch videos at work. How 'bout that same worker bee with a 45 minute bus ride, after s/he clocks out, watching videos on their smart phone, killing time on the bus?

        Again, just my opinion, not necessarily humble, but not arrogantly claimed to be correct ...

        I know smartphones are all the rage (not always great for video though - compatibility and connection problems etc.).

        And nobody ever bought one thinking,"I do hope I can be blitzed with video ads" (how many watch the Ad before a youtube video - or do they... "skip this Ad in 5,4,3,2,1...").

        And how many hours a day are the good people willing to wade through 27 - 90 mins video "pitches" on a 4 inch screen?

        Given the choice I would rather say, "Sorry to interrupt your viewing, just so you know it'll still be 37 minutes before they get to the point and then tell you the price, but this here napkin may have something you'll enjoy reading"


        Steve


        P.S. They are not likely to be overjoyed scrolling through a rambling 57 page sales script either.

        So, maybe be a little more succinct.
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  • Profile picture of the author Alex Cohen
    Originally Posted by Pascal Parvex View Post

    Because nowadays everything is video. Have the video guys ever thought that not everybody has the time to watch a ten to thirty minute salesvideo that takes forever to get to the point? I mean with a classic salesletter you can skim the text and find out if the product is something for you and if it is, you can read the text more closely. And not everybody can listen to audio all the time, like when you are at work.

    Thoughts? Everybody who tries to sell something to me gets a 100 percent bonus when there is a salesletter. Even when there is the salesvideo on top of the page.
    One of the worst mistakes you can make in marketing.

    Forget about your own likes and dislikes.

    Use the medium that your particular market responds to the best.

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

      One of the worst mistakes you can make in marketing.

      Forget about your own likes and dislikes.

      Use the medium that your particular market responds to the best.

      Alex

      So true Alex. I mean, absolutely go with your gut and your own likes and dislikes to put together campaigns, but don't let that trump testing data.

      In all the testing I have done over the years, in general,

      - the stuff I thought was going to rock, plops
      - the stuff I thought would plop, rocked

      This is for ads, copy, graphics, sales medium, everything.

      Maybe my likes and dislikes are just way off (I was dropped as a kid, two times, so this is perfectly reasonable), but it goes to show that testing is incredibly important. You are selling to other people, not yourself...so see what other people prefer and ultimately what converts best.
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  • Profile picture of the author svedski
    How do you test a video sales letter? Do you test it long form first and then record it after you've found your top seller?
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    • Profile picture of the author Christopher Fox
      Originally Posted by svedski View Post

      How do you test a video sales letter? Do you test it long form first and then record it after you've found your top seller?
      Just like a traditional sales letter - Split Testing.

      You cannot just throw together a single Sparkol whiteboard or Power Point slide show with some mild text animation and call it good.

      I believe one of the keys with video it needs to be approached like good copy, where the first word's job is to get you to read the second word, who's job it is to get you read the third word, ... , who's job it is to get you to take some form of action.

      A properly used video is not just an info dump, or even mostly an info dump

      The intro needs to compel you to watch the next scene, etc. Providing some form of compelling visual arts can help this - an animated logo, etc.

      But, ya gotta split test a couple, three videos - just like a normal sales letter.
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  • Here's my dilemma. Doesn't matter if I like videos or not.

    Let's say a client does like them, generally as far as we can tell, so do the audience. And there really is a genuine irresistible offer.

    It's a make or break promotion, with a gun to my head.

    If I don't get a response I'm dead.

    One thing I know for any promo to work the good people must see or read it.

    I can't take the chance that they'll wait for a video to load (because it might not).

    I can't hold the viewers prisoner for 9, 17 or 27 minutes (there could be distractions people leave with no certainty that they'll return and start all over again).

    And not everyone likes videos. And maybe those who do have been bombarded with too many of them.

    They could land on the website, be short of time, thinking "this'll take way too long" and move on.


    What I may do is a quick video. With the time clearly stated. An "intrigue" video persuading people to read the copy. Or a fast video "pitch" because the offer is so good. There's no need to go on and on...

    Underneath there's the "pitch" in writing.

    This way I think I get the best of both worlds.

    Targeted to the right people there is a good chance of success.


    Steve


    P.S. Here's something worth "testing" - condense your "pitch" - with a link saying "if you want the full story press here"

    I've done this many times with great results.

    The stats show they do press the link scan through but order from the "short" pitch.
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  • Profile picture of the author Joan Altz
    I can't tell you how many times I've received pre-sale questions to my inbox from a smartphone, and then after I answer, receive back, "Great! I'll buy it as soon as I get home". lol.

    My husband, too, prefers using his sp to browse, but he makes all of his purchases on his laptop.
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  • Video on the front end and text sales letter on the exit popup...sorted.

    you're right. Many people do not have time or are not in the right situation to watch a video. its still works better on the front end than the letter for certain markets.
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