Death Of Sales Letters, Bonuses, And OutRageous Guarantees

[Daniel E Taylor]

I know this may seem like a stretch, But for the past
month we have tested this model with SHOCKING
results.

First thing we did was convert our Sales Letters from,
LONG, to Short.

Then from Short to just 1 video and and order button.

On some sales pages we use this order

[Sales Video]
[Order Button]
[Bullets]
[Testimonials]
[Guarantee]
[Order Button]

And we have doubled our sales this past month.

Conversions have skyrocketed.

No scrolling sales letter, no Useless Bonuses, No outrageous
gaurantees.

And not just for $27 ebooks. One of our best selling courses
is a $197 video course.

I first got the idea of doing this from the home shopping network.

They get people to buy without long sales letters, but just
provoking emotions and good salesmanship on video.

So I thought to myself. This would not only work online, but
much better because we wouldn't be marketing to random people.

We already know exactly who's watching the video, and if you've
done your homework, you know every trigger you need to hit in the
video to get an emotional response from your prospect.

That's why we do Surveys, Ustreams, etc... To constantly get
feedback from the market on what they want, and more important
their deep desires.

My niche is OUTSIDE the IM niche. So it's really funny
how I see everyone thinking you got to be hype-filled
and do all these shananogons to sell people.

We keep it really simple.

The sales videos follow this basic guideline

1. Tell them their problem
2. Why I'm qualified to solve it
3. Imagine what you're life would be like when the problems solved
4. "Oh Just so happens I have a product that will solve it"
5. If it doesn't solve your problem get your money back
6. Send me your money now

Honestly that is it. I'm not saying this will work for everyone,
but it's direct, simple, straight to the point, no hype.

I know you've all been programmed to think if you don't do
long salesletters and all that stuff that you won't sell.

But that's only because someone told you that. Test and try
out stuff for yourself, and you'd be surprised at what works.

Daniel

[mesmerx]

Double confirming the VIDEO model can easily outpull sales letter model.

Here's a visual illustration of the formula I follow:

[Justin Mandel]

Um Dan, the video *replaces* the long copy.

No big deal and this is no revelation whatsoever.

You're just doing what every good marketer is doing and that's split testing

[Fernando Veloso]

Guess this is going to be a Test Week around here

Cheers Daniel

[Daniel E Taylor]

Originally Posted by Justin Mandel

Um Dan, the video *replaces* the long copy.

No big deal and this is no revelation whatsoever.

You're just doing what every good marketer is doing and that's split testing

Never said it was a "Revelation".

And if that's all you got out of the thread
then you need to learn to read.

Thanks,
Daniel

[Adam Carn]

These are great test results. I'm going to test this as well. It sure will make the lives of us internet marketers a little bit easier... Or will it?

Thanks,
Adam

[Zeus66]

No reason to get mad at Justin. I had the same thought. Yes, there's more going on here from a psychological standpoint, but the real gist is that you've replaced long written sales copy with what probably just amounts to long video sales copy. Does seeing an animated, excited person delivering the copy help? I think that's the lesson here. Yes, it does. I see something similar with video squeeze pages vs. textual ones. I just don't see any reason to respond that way to Justin for pointing out what I bet a lot of us thought, even though we also got your other intentions.

John

[dv8]

Good to see actual proof that over the top, hype filled, sales pages aren't the only way to make money.

Thanks for sharing.

[Derek S]

My next product is following this outline:

-> Video cliff-hanger with opt-in

->Video sales copy only with buy button appearing after price in video has been justified

NOTE: When you attempt to exit either the opt-in page OR the video sales letter... An exit pop up will direct you to the classic long written sales page.

I have seen this model used already in the health markets. I believe it works because what your saying registers better with the potential customer because they are receiving the information both through audio and visual.

Wont work with older markets I think... need to split test!

[euhlir]

I have to agree with this 100%. I've noticed that Tim Godfrey and others have shortened up their sales letters, and made the video much bigger.

[Daniel E Taylor]

Originally Posted by Zeus66

No reason to get mad at Justin. I had the same thought. Yes, there's more going on here from a psychological standpoint, but the real gist is that you've replaced long written sales copy with what probably just amounts to long video sales copy. Does seeing an animated, excited person delivering the copy help? I think that's the lesson here. Yes, it does. I see something similar with video squeeze pages vs. textual ones. I just don't see any reason to respond that way to Justin for pointing out what I bet a lot of us thought, even though we also got your other intentions.

John

Yea, Yea, Yea...

Struggling marketers always "Know" everything about marketing.

Many marketers on here didn't know this information and are glad
I presented it.


So if it's not any use to you no need to act high and mighty like
"Everyone knows this", because they don't.

Further more after viewing Justin's sales letters it was obvious he
didn't fully understand the thread hence why he made those comments.

Because his sales letters go exactly against what I'm talking about.

Daniel

[nicholasb]

thanks for this I have been selling my $500 dollar coaching program with out a sales page for about 6 months.

I dont have a sales page, and as far as testimonials I do not give ones that have any specific income claims.


I consistently make 20 sales a month with this since it is all the people I allow in.

[Zeus66]

Wow man, you having a bad day or something? Why so touchy about this? Your OP was good solid info. I don't think either Daniel or myself said otherwise. It's a good tip for anyone (new or old) to try video instead of long copy. Kudos to you for pointing it out. But seriously, you open up a discussion when you post a new thread here. Daniel and I just added some qualifying comments. No need to get your metaphorical panties in such a metaphorical bunch.

John

[Adam Carn]

Right gentlemen, let's be a bit more professional and ignore the offending comments. The original post was class, something everyone can learn from, experienced or otherwise. None of us can ever tire of learning from actual test results.

So let's continue the discussion in good spirits.

Thanks,
Adam

[Steven Wagenheim]

Well, for what it's worth, I never used long copy or video. I just get right to
the point and it works for me.

But as far as video goes, watch some Billy Mays videos (like the one I posted
last week). They're essentially long sales copy on film. And actually some of
his videos, like the Jupiter Jack or whatever that thing is, isn't all that long.

Video can work VERY well IF you have a professional presentation.

Now, when I say professional, I'm not talking about the best lighting and
cameras and high tech equipment. I'm talking about a guy who can deliver
the pitch.

Me?

If I tried to do a sales video I'd fall on my ass because I'm no pitchman.

So this tactic, while certainly very good in theory, is not so good if you're
a dufus in front of the camera. You need a good presence.

But I agree, a good video can easily replace long sales copy.

Of course then you have the problem of those folks still on dial up (yes,
they still exist. I have people who can't download a 5 meg file) who are
not going to be able to view your video. How many? I don't know. I don't
have demographics on that. But you will lose prospects.

Probably what I would do, if it were technically possible, is detect what
kind of connection the person is on and then either direct them to the
video page or a regular sales page. Or of course I guess you could always
ask them which page they want to see. Problem with that is that it gives
them one extra step in the process to go through, something I don't like
to do UNLESS they are getting to that page through a presell. Then you
can give them 2 links and they can use the one they want.

Anyway, I'm rambling (sorry).

All in all, good point Daniel. Thanks for pointing it out to those of us who
didn't know it.

No, not everybody here is an Internet marketing genius.

[MichaelHiles]

Interesting. Kind of along the lines of what I've suspected anyway.

The problem is the length of the video sufficient to sustain the interest of someone. Just a talking head of animated text for 45 minutes isn't going to cut it.

I am in the "it depends on your market" camp.

[Cardsearch]

Personally I have always been annoyed by all the bonuses. If I want the product I would buy it, bonuses or not.

[Raydal]

This has been discussed a couple times in the copywriting forum
and hence some reactions that came before.

For those folks who don't visit that part of the woods then this
would be quite useful to know.

So I wouldn't call them "geniuses", they just visit the copywriting
forum where this thread may eventually end up.

-Ray Edwards

[Frank Bruno]

Some of our best landing pages are single pages with videos with no distractions.

BTW that screenshot above I believe is a snap shot which was orginally created by John R.eese a couple years ago from a report he sent out about how he has been using video in his business.

Frank Bruno

[Black Hat Cat]

Originally Posted by Daniel E Taylor

No scrolling sales letter, no Useless Bonuses, No outrageous
gaurantees.
Daniel

Why were you offering useless bonuses and outrageous guarantees in the first place? Can't say I've ever heard anyone tell me to do that.

[FifthDimension5]

Only 1 thing - what if attention-deficit surfers dont have time for viewing a video and would rather prefer short & sweet text content? As you know, day by day internet only promotes attention-deficit disorder. There is so little time that you can devote to a particular site...

[Frank Bruno]

Originally Posted by FifthDimension5

Only 1 thing - what if attention-deficit surfers dont have time for viewing a video and would rather prefer short & sweet text content? As you know, day by day internet only promotes attention-deficit disorder. There is so little time that you can devote to a particular site...

I had to get a chuckle out of that one. lol

I guess the bullet points and short copy would be for the ADD surfers.
(or the ff button if there is one)

Frank Bruno

[Justin Mandel]

Actually Dan, I *perfectly* understood it hence that's WHY I made those comments

When you come across saying "Death Of Sales Letters" and then upon presenting your case people find that in fact THERE IS a sales letter (in the form of a video) how can you be so surprised as to people's reactions - so where exactly is all this so-called "Death" that you write about

On the other hand, if you would've presented this AS IS ipso facto, then perhaps other people as well would not of also seen it the same way I did

I'm sure that you hadn't stopped to consider that I had already have split tested your style format for my products with this type of video sales letter, but sorry to disappoint that I sell MORE products with the current sales letters that you see...

Further more after viewing Justin's sales letters it was obvious he
didn't fully understand the thread hence why he made those comments.

Because his sales letters go exactly against what I'm talking about.

Daniel

[Frank Bruno]

Steve nice to see you pop in here buddy. Where you been?

I noticed you lost your post count. You must of had to re-register here on the new forum from the old..?

Frank

[MikeHumphreys]

Originally Posted by Daniel E Taylor

I know this may seem like a stretch, But for the past
month we have tested this model with SHOCKING
results.

First thing we did was convert our Sales Letters from,
LONG, to Short.

Then from Short to just 1 video and and order button.

On some sales pages we use this order

[Sales Video]
[Order Button]
[Bullets]
[Testimonials]
[Guarantee]
[Order Button]

And we have doubled our sales this past month.

Conversions have skyrocketed.

No scrolling sales letter, no Useless Bonuses, No outrageous
gaurantees.

And not just for $27 ebooks. One of our best selling courses
is a $197 video course.

I first got the idea of doing this from the home shopping network.

They get people to buy without long sales letters, but just
provoking emotions and good salesmanship on video.

So I thought to myself. This would not only work online, but
much better because we wouldn't be marketing to random people.

We already know exactly who's watching the video, and if you've
done your homework, you know every trigger you need to hit in the
video to get an emotional response from your prospect.

That's why we do Surveys, Ustreams, etc... To constantly get
feedback from the market on what they want, and more important
their deep desires.

My niche is OUTSIDE the IM niche. So it's really funny
how I see everyone thinking you got to be hype-filled
and do all these shananogons to sell people.

We keep it really simple.

The sales videos follow this basic guideline

1. Tell them their problem
2. Why I'm qualified to solve it
3. Imagine what you're life would be like when the problems solved
4. "Oh Just so happens I have a product that will solve it"
5. If it doesn't solve your problem get your money back
6. Send me your money now

Honestly that is it. I'm not saying this will work for everyone,
but it's direct, simple, straight to the point, no hype.

I know you've all been programmed to think if you don't do
long salesletters and all that stuff that you won't sell.

But that's only because someone told you that. Test and try
out stuff for yourself, and you'd be surprised at what works.

Daniel

Nice job Daniel. As you pointed out you've taken some of the critical elements normally found in a sales letter and included them in your video. Chances are, you are using a sales script for the video so the speaker hits all of the key points smoothly and in order.

In the 1920s, a Canadian copywriter named John E. Kennedy called copywriting "salesmanship in print" and the definition has stuck ever since.

Copywriting has gone from just offline media to all types of media including TV, radio, internet, and even video. Every successful infomercial on TV uses a sales script... that was written by a copywriter... usually one who specializes in infomercial copywriting.

Marketing guru Dan Kennedy (no relation to John E.) says 'There is no such thing as a sales letter that is too long... only too boring.' In other words, tell your prospect enough to ethically make the sale but never bore them. On the internet, that's where video *can* help... but there's still a lot of videos on salesletters that are way too long and don't hold people's attention for 10...20...40 minutes of talking head time.

Without seeing your original sales letter, my guess would be that you cut the unneeded "fat" from your salesletter and then your video sales script did the actual sales effort for you.

As for bonuses and guarantees... they DO work but they have to be believable. No one is going to believe you're giving away $2000 worth of bonuses for a $27 ebook.

The biggest takeaway that many people might miss is that Daniel tested and tracked his results. If his test didn't work, he knew what exactly he did differently and could adjust his marketing and sales letter accordingly. Testing isn't always fun to setup or do but when you find a conversion booster... you'll love the extra monies it produces for your business.

Death of sales letters... nah. The sales letter is being read to the prospect in the video.

In closing, nice job Daniel... now go enjoy some of those extra profits and do something fun for yourself.

Take care,

Mike

[Ashley Gable]

thanks for the tips.


I do agree with what the others are saying though. Using a video instead of a sales letter ... well they both convey the same message don't they? Its six of one half a dozen of the other.

I mean all copywriting is is salesmanship with the written word. And all video sales letters are salesmanship through video.

It just boils down to who can sell the best ... whether it is video, long copy, short copy or no copy at all ... if you are selling it then you are selling.

But any tip that can potentially increase sales I want to hear!

Has anyone tried just reading their sales letter while on video? Would like to know how that pans out.

So thanks

[jhongren]

The sales videos follow this basic guideline

1. Tell them their problem
2. Why I'm qualified to solve it
3. Imagine what you're life would be like when the problems solved
4. "Oh Just so happens I have a product that will solve it"
5. If it doesn't solve your problem get your money back
6. Send me your money now

I love this part...this is so simple to follow.

Thanks for the tip! Daniel =)

John

[MikeHumphreys]

Originally Posted by TDE

If a "prospect" can't afford hi-speed internet, what makes you think they'd be able to afford your product?

Two reasons actually.

First, there are some parts of the world that don't have hi-speed internet yet. I know another copywriter that lives in a rural part of Canada that is forced to use dial-up. His family, his wife's family, their children's friends all live in that area so it's not as simple as just relocating to another town or city with better internet access. Other than internet, he loves the area he lives in too.

Second, being able to afford a product is a completely different factor too. If something is important to you then many times you find a way to afford it.

When I worked with chronic pain patients, many times they found a way to pay for their medical massage treatments even though they didn't have a job or it wasn't covered by their health insurance. The treatments made a major difference in their pain levels and being able to get quality sleep for 4-5 days at a time.

I have friends that live paycheck to paycheck... are always broke... but still have their 52" HDTV with all of the premium movie and sports channels because that's a bigger priority to them than having money in the bank.

[seriousmny]

Originally Posted by SteveRenner

Hey Daniel,
You are right on target with this. The times-they-are-a-changin,
and a new generation of online users are more savvy and just don't
have the patience or attention span for long copy sales letters.

Video Squeeze / Sales pages are the future.

This doesn't mean that Long Copy sales letters are dead, there is
still a good audience for these, but the trend is moving to short
and sweet pages with Video.

Your so correct on this one. I never really read long copy. I look at the highlighted bullets and then scroll down to the price. If there are videos, I will stop and look at those. I'm not old, but I ain't no spring chicken (almost 40) any more and I just cannot stand all that copy. "Get to the point already".... is what I'm usually saying when I see all that copy.

I think I am going to dust off my Camstudio and bust out my Flip camera and get to work. This is something I believe I can do.

[stoica]

I don't think we should forget the old-school sales letter, I think a mix between the the "old school" sales letter and a video is the best way.

[mmurtha]

Originally Posted by Daniel E Taylor

I know this may seem like a stretch, But for the past
month we have tested this model with SHOCKING
results.

First thing we did was convert our Sales Letters from,
LONG, to Short.

Then from Short to just 1 video and and order button.

On some sales pages we use this order

[Sales Video]
[Order Button]
[Bullets]
[Testimonials]
[Guarantee]
[Order Button]

And we have doubled our sales this past month.

Conversions have skyrocketed.

No scrolling sales letter, no Useless Bonuses, No outrageous
gaurantees.

And not just for $27 ebooks. One of our best selling courses
is a $197 video course.

Daniel

Hey Daniel,

Glad you've tested things out for yourself. It's the best way to learn exactly what works and what doesn't at the time.

I know I've been testing this method since John R. came out and mentioned that he was using videos in his sales letters instead of the long written version and getting great results.

For me, the results were a God send. I hate to write copy, and I know I stink at it so ...

Anyway, keep testing


Mary

[troy23]

I don't like long sales letters, full of outrageous claims, false testimonials and crap bonuses. I'd rather it was kept short and to the point.....what am I getting and how much will it cost me.

[Kurt]

Originally Posted by TDE

If a "prospect" can't afford hi-speed internet, what makes you think they'd be able to afford your product?

I'm using a mobile connection. Not only is it slow, I also have a 5g a month limit. If I go over that limit, it becomes very expensive. A 100 meg video is 2% of my monthly quota.

[DavidO]

I, for one, am very happy to be getting Daniel's info. I've never liked long sales copy and I'm all for any effective replacement.

On the other hand, it's really hard to judge the claims without seeing the video. If it's simply long copy transferred to video, as others suggest, then there's really nothing new here.

But if it's a short video without all the usual hype and other crap then this really is something significant.

[ShaneRQR]

Thanks a lot for sharing this!

I think that whether it's still sales-copy but in the form of video or not is besides the point. Whatever makes more sales works for me.

[Ashley Gable]

Originally Posted by troy23

I don't like long sales letters, full of outrageous claims, false testimonials and crap bonuses. I'd rather it was kept short and to the point.....what am I getting and how much will it cost me.

Just because it is long copy doesn't mean it is always full of outrageous claims and false testimonials.

A sales letter should be as long or short as it needs to be, just because some are lying in their sales letters doesn't mean everyone does.

And I could use false outrageous claims and put in false testimonials as well, and keep it just a page or two long. Length has nothing to do with ethics or integrity.


As everyone has been saying, you need to test it out for yourself. What works in one market might not necessarily work in another.

[Robyn8243]

Interesting that many people have commented on what they like to see.

What you like, and what works are sometimes completely different.

I don't know a single person who likes receiving telemarketing calls...most people find them annoying at best and infuriating at worst, yet for certain industries they produce profits despite the universal dislike of the tactic. I think it would be a safe bet that everyone who buys as a result of telemarketing would still claim that they dislike telemarketing calls.

Personally, I find the recent move to long copy sales videos incredibly annoying. At least with long sales copy, you have the option of simply skimming through and jumping to the end.

Regardless, if split testing shows that it produces better results for a particular offer, then it makes sense to use it.

Robyn