Video Sales Letters

mario3

14 years ago

Propably you'll spend the exact same time on reading a long sales letter.

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donhx 13 years ago

Originally Posted by mario3

Propably you'll spend the exact same time on reading a long sales letter.

Yes, because that's what the Guru is doing, except with a camera rolling.

I'd say most videos are too long. I don't know if they test them or not. But they don't prove anything with a a 15-20 minute video. If they were any good they could make their full pitch in 2 minutes and buyers could make up their mind.
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Bruce Wedding 13 years ago

Originally Posted by mario3

Propably you'll spend the exact same time on reading a long sales letter.

Nope, people speak about 80-100wpm. People read 200-800wpm, depending on the person.

But the point is, even the slowest reader reads faster than the fastest speaker.
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Dave Lianelli

14 years ago

Balara,

right on. I don't take the time to watch video pitches. If it's content, then offer a downloadable version - which I store at a harddrive and watch at a given moment.

If a product is really, really good - there will be enough buzz about it. Like Eben's latest Blueprint. I didn't take the time to watch any of his video's, but there is a lot of buzz about it on the forums and in my Inbox.

Video's are nice, salesletters are nice. You never know what works better until you test. For me, video's are a nice addition though they can't replace a nice salesletter. Letters convert me, video's don't.

Oh yeah, a hint to anyone who's producing video salesletters: some people don't have their sound turned on... (I never do) Figure something out to get your message across without me needing to turn on sound.

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sanhal

14 years ago

Oh aren't they just so annoying. If only you could hurry them along.
I know they say that they convert better but I can skim text much quicker than the video can play it.

The best ones are the sales pages with a video and text. You can just skim the text while the video is playing and stop it once you have got the gist.

Sandy

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Pete Egeler

14 years ago

Both thumbs down for the videos. And, I DON'T spend hours going through long sales letters either. If they're half-way interesting, I go right to the end to find out the price.

Either I can afford it, and I buy, or I can't and I don't. :<)

Pete

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balara 14 years ago

Thank you everyone for your thoughts. Obviously I'm not alone in my dislike of video sales letters. I could however, cope with a 3 minute one as Dexx is suggesting. Meanwhile I'll keep my pennies in my pockets.

Seek peace and joy!

Veronica
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Igor Kheifets

14 years ago

I too prefer old school text letter to a long, video
presentation talking about everything and nothing at the
same time.

Besides, you can't rewind or anything, so it's 10xtimes more
annoying than it should be...

Igor

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Mokai

14 years ago

I would def agree with you, i always try to keep video pitches below 3-4 minutes. we live in the world of digital ADD where we cant even watch a tv show without checking our iphones or BB so imagine a 30 minute pitch, even my favorite marketers if its a long video i find my self fast forwarding.

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Dexx

14 years ago

I'm going to be trying out 3 minute (-ish) long video sales pages soon.

I think 3 minutes is more than enough time to say "Here's what I got, Here's why you should care, here's what you need to do next to get all this stuff"

~Dexx

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mikefilsaime

14 years ago

A boring video or sales letter will never get watched. So what is upsetting you is the videos you are watching are boring and you feel they are wasting your time.

A good engaging sales letter or video gets read or watched to the end and you never notice the time.

People are using video because when done right, it usually out converts no video. It has been tested and there is a reason why it is being used.

But, when it comes to your product, if you have time, test.

- No video
- Video
- Both

Mixed with different video times and copy length.

How long should a sales letter be? Or a video?

As long as it needs to make the best offer and not a word of second longer.

If that is 4 minutes fine.

If that is 1 hours, so be it.

A recent launch just did over 2 Million with a video that was 60 minutes.

If you are going to market the way YOU like to be marketed to, you may find you a killing your profits. Make the best presentation that converts the best.

If you want your product in the hands of as many people as possible, don't worry if your video is 20 minutes long if that is what works best even if YOU don't like long videos.

Test what is best for your market. Don't market to people based on your preferences. That would be a big mistake.

Mike

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balara 14 years ago

Thank you Mike for your input. You make some valid points. I could watch a video sales letter if it was well done and to the point. It's way long overdue to rid sales letters, either written or video, of the poor man to mega rich man stories. At the least it would then cut down on video time and could allow focus on the benefits of the offer.

However this is not the whole problem. These sales offers come in droves every day in our email inboxes. Most of us don't have the time to listen to even one video sales letter let alone 1/2 dozen or more.

Whose letter should we read or listen to? If they were written, I'd probably read them all. If they were videos, chances are I'd delete the lot. It all boils down to time! I want to make money, not spend it every day!

Veronica
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JMSD

13 years ago

Originally Posted by mikefilsaime

A recent launch just did over 2 Million with a video that was 60 minutes.

If you are going to market the way YOU like to be marketed to, you may find you a killing your profits. Make the best presentation that converts the best.

If you want your product in the hands of as many people as possible, don't worry if your video is 20 minutes long if that is what works best even if YOU don't like long videos.

Test what is best for your market. Don't market to people based on your preferences. That would be a big mistake.

Mike

Hi Mike

Is it then all about how much money you can get from your prospects or should it not ALSO be about treating your prospects' time with more respect?

Here's my view (taken from another thread) about long video presentations that do not give you the option to read a sales copy and/or skip to the order and download page. I now buy only from those respected marketers who treat my time with as much respect as they do their own. Fortunately for us, there are a number of them way more successful and with quality products than can be said of many of the familiar names we come across in daily email promotions.

"[By the way, Matt (Bacak of Mass Money Makers), I won't be buying another thing from you or any other marketer, for that matter, if I see a video sales pitch which does not also have an option immediately below the video to enable me to skip to the order page. I will also ask for an immediate refund if I'm not given the option on the first upsell page to go to the download page of the product I'v already purchased.

My time is valuable, so don't waste it as you did with this product sales pitch.]"

Some may claim that this would involve cutting myself off from potentially good products. However, having seen the best of the best presentation when marketers use shorter video presentations (with or without sales copy) and don't force-feed their prospects as a number do now, I'd rather use my time more profitably (for me) than continue to rage at being forced to watch through to the end of each video presentation (however good it may be) before the option is given to buy or to skip to the download page.

I wonder how many more millions the $2 launch would have made if it hadn't put off people like me who value their time more than the perceived value of the product being pitched.

It's not the length of the video that is the issue. The issue is that prospective customers are not given the CHOICE to do what they want to do - find out as much as possible about the product in as short a time as possible and then be allowed to reach their purchased product without more time-consuming (wasting) tactics.

James

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Bill Farnham

13 years ago

Originally Posted by JMSD

Is it then all about how much money you can get from your prospects or should it not ALSO be about treating your prospects' time with more respect?

Perhaps creating a captivating video that obviously a lot of folks watched as played out by the sales numbers IS treating his prospects time with respect.

You may have never been a prospect from the get-go. Just another person on a list or searching/surfing the internet.

Most of us want control over what we watch or listen to and we do have a choice. It's called a back button.

Maybe you've heard of it.

~Bill

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JMSD

13 years ago

Originally Posted by Bill Farnham

Perhaps creating a captivating video that obviously a lot of folks watched as played out by the sales numbers IS treating his prospects time with respect.

You may have never been a prospect from the get-go. Just another person on a list or searching/surfing the internet.

Most of us want control over what we watch or listen to and we do have a choice. It's called a back button.

Maybe you've heard of it.

~Bill

With respect, Bill, you are missing the point. I don't object to long or short videos. And I don't ever land on a sales page by accident or by surfing the net.

When a respected and trusted marketer emails me to promote a product and recommends that I go and "check out" the offer, I do if the product type is something that might either improve my knowledge or help automate something that is otherwise time-consuming to do.

So I'm really interested in finding out what the product developer has to offer BUT I don't want to be forced to sit through hours of pitch before the order button is made available for the front end product and when I've purchased it, I object to being kept waiting for yet more hours of upsells in which I'm not interested before I'm given the option to skip to the download page. If I were to hit the back button to avoid the upsell, I'd have to endure it at some point when I want to download the product, anyway, since the link given is to the upsell page.

That is my issue. The suggested back button is hardly the solution in this instance.

James

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Justin Goff

13 years ago

Originally Posted by mikefilsaime

A boring video or sales letter will never get watched. So what is upsetting you is the videos you are watching are boring and you feel they are wasting your time.

A good engaging sales letter or video gets read or watched to the end and you never notice the time.

People are using video because when done right, it usually out converts no video. It has been tested and there is a reason why it is being used.

But, when it comes to your product, if you have time, test.

- No video
- Video
- Both

Mixed with different video times and copy length.

How long should a sales letter be? Or a video?

As long as it needs to make the best offer and not a word of second longer.

If that is 4 minutes fine.

If that is 1 hours, so be it.

A recent launch just did over 2 Million with a video that was 60 minutes.

If you are going to market the way YOU like to be marketed to, you may find you a killing your profits. Make the best presentation that converts the best.

If you want your product in the hands of as many people as possible, don't worry if your video is 20 minutes long if that is what works best even if YOU don't like long videos.

Test what is best for your market. Don't market to people based on your preferences. That would be a big mistake.

Mike

I agree with Mike.

Our VSL is about 22 mins long and it does very, very well. I have tested shorter ones and guess what... they bombed! Just like long salesletters outconvert short ones, long videos outconvert short ones as well...

We're all in this to run a business and make money. The last thing you should be worrying about is "respect for your readers time".

In the end, whichever sales letter leads to the most profit is the one Im going to use.

I have thousands of paying customers who's opinions I care about more than someone who has never bought anything from me.

- Justin

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lotsofsnow

13 years ago

Long video sales letter do work.

Unfortunately they work the same way as pop-ups and exit pops: They annoy real people.

It increases sales to morons.

In a few months we will be over that craze and the guru's will stop using them. Then we will see a bunch of tools that create these long video sales letters, along with stats "proving" how they increase sales (while omitting the unsubscribe stats).

Try to use one of these long video sales letters as a landing page for a Google Adwords campaign (hint: create a new account first).

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JMSD

13 years ago

Originally Posted by hpgoodboy

Long video sales letter do work.

Unfortunately they work the same way as pop-ups and exit pops: They annoy real people.

It increases sales to morons.

In a few months we will be over that craze and the guru's will stop using them.

Coudn't agree with you, more. Roll on that day and it can't come too soon, so far as I'm concerned.

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Justin Goff

13 years ago

Originally Posted by hpgoodboy

Long video sales letter do work.

Unfortunately they work the same way as pop-ups and exit pops: They annoy real people.

It increases sales to morons.

In a few months we will be over that craze and the guru's will stop using them. Then we will see a bunch of tools that create these long video sales letters, along with stats "proving" how they increase sales (while omitting the unsubscribe stats).

Try to use one of these long video sales letters as a landing page for a Google Adwords campaign (hint: create a new account first).

People used to hate long sales letters as well (most still do)

If you listened to what everyone says on these forums, a sales letter should have no-hype, be straight to the point and be about 3 paragraphs long.

In the end, I'm using whatever "sales method" makes me the most money

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NateRivers

13 years ago

Originally Posted by hpgoodboy

Long video sales letter do work.

Unfortunately they work the same way as pop-ups and exit pops: They annoy real people.

It increases sales to morons.

In a few months we will be over that craze and the guru's will stop using them. Then we will see a bunch of tools that create these long video sales letters, along with stats "proving" how they increase sales (while omitting the unsubscribe stats).

Try to use one of these long video sales letters as a landing page for a Google Adwords campaign (hint: create a new account first).

It increases sales to morons... haha. I tend to agree.

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brandonline

13 years ago

I think short Video 3min +- and mixed with word sales letter will be great. The power of Audio Video promoting that you can deny it.

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Josh Anderson

13 years ago

I second the short video + copy. They work well and when done right convert quite well. It allows you to reach several audiences...

The listeners
The Watchers
The Readers
and the Skimmers

I do not have the attention span to listen to any sales video over 5 minutes all the way through. I cannot even force myself to. Not sure why... I just cant.

I will however skim videos, and I will watch more detailed lengthy videos if they have educational value to me or content of interest or which is particularly entertaining... but not 15+ minutes of nothing but emotional masturbation, hype and pitch with no video player controls.

I also have no problem with people putting out that kind of sales pitch... if its honest, and it converts, let them do it. I just won't watch...

Then again people publishing that type of video generally are not marketing to an experienced successful audience.

Video sales pages and funnels can be approached any number of ways and are not one size fits all. Test for your own market.

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hypnoskills

13 years ago

Because, of course, deaf people aren't in your target audience.

I have a friend who's deaf. If there's no transcript, the sales page might as well not exist.

Personally, I can read at least twice as fast as you can talk, so if it's video only, it's wasting my time. Unless you're Lee Mcintyre, for some reason I just like his accent.

Brian

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darkwizgemz

13 years ago

I don't think that there are more deaf people than those who are not. Both video with scripts and not would be done for sales. We target people with or without complications.

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AndreVas

13 years ago

"Get to the point NOW! I'm too important for your s**t to be worthy of my time."

That's a direct representation what your website visitor is thinking upon seeing your "Play" button.

And that translates into:

1) Pace their reality by stating "If you give me just 2 minutes of your valuable time, I'll show you XYZ. And yes, I know you're busy, impatient and got things on your mind."

2) Keep your video/audio sales letter under 2-3 minutes. 4 if you've got great varying tonality and energy within your voice.

3) Write the usual sales letter as has worked since it's discovery around 1900.

The video sales letters have established such a terrible reputation for wasting my time and providing nothing but hype that my brain automatically ignores them like ads. And that's just one example for one person.

Another example: Why should I watch your 20 minute video to see 4 screenshots of your income earnings... when with reading I can see them in 3 seconds! Think about that.

Which is why... #3 is a ever-green solution.

Proudly dreads video sales letters.

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Tsnyder

13 years ago

Originally Posted by balara

Hi to everyone,

I don't mean this to be a rant but unfortunately it might seem that way.

Everyday the same thing happens in my email accounts, and no doubt happens to you too.

Sales pitches by the dozens!

If the subject line is interesting to me or if the name of the sender is someone I know of

and respect, then I open their email.

Lo and behold! They all have video sales letters! Many of you will say, "So what? Video

sales letters work!"

Well, let me say that they will only work if someone watches them!

The ones I have watched are usually 16-20+ minutes long. If I wanted to know what each

of my favourite marketers are promoting and let's say there are 6 of their emails, I'd be

there for 2 hours ++.

I don't know about each of you, but I certainly don't have 2 hours to spend on watching

sales letters, so those emails get deleted. On the other hand, if they were written sales

letters I'd probably read them all (at least until the "I was living in the gutter, now I'm

mega rich" bit) and maybe purchase one of them.

The only entity that benefits from this is my bank account and that is good, so maybe I

should be showing gratitude rather than complaining.

Veronica

So... this would be what... the 837th thread on this subject?

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Ken Strong 13 years ago

Originally Posted by Tsnyder

So... this would be what... the 837th thread on this subject?

It's also an 8-month old thread that JMSD decided to bump for some unknown reason...
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- donhx 13 years ago
  
  Originally Posted by Ken Strong
  
  It's also an 8-month old thread that JMSD decided to bump for some unknown reason...
  
  It is a bummer when these old threads are resurrected. It seems to happen most often when someone does a search on a topic. It is too easy to reply to an old post that way, not realizing it is so old.
  
  Yes, I know all you have to do is look at the date before you reply, I'm just sayin'. It would be nice if there was some visual clue (like the color of the post or something) when a post was more than 2 weeks old, other than just the date.
  
  Since we don't have that, I guess we all need to be patient with the old posts that get resurrected. Obviously, there are people interested in old topics... see how many replied to this one.
  
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- Bill Farnham 13 years ago
  
  Originally Posted by Ken Strong
  
  It's also an 8-month old thread that JMSD decided to bump for some unknown reason...
  
  "For some unknown reason"?
  
  How about feeling the need to express a frustration at not being able to have people do things the way you want them to.
  
  It's an offshoot of the entitlement mentality whereby folks feel things should be done to please them without regard for the other person's metrics.
  
  You want things done your way? Fine, you pay the cost to be the boss. Complaining about other peoples success where you feel left out because the message wasn't tailored to your specific wants is counter productive.
  
  Here's a thought...If you're not at a commitment level to watch a long sales video that may have been put in place as a screening mechanism, what makes the seller believe at some magical point in time you will have the commitment to follow through on a program and not just request a refund because...wait for it...the program or product doesn't fit your idea of respecting peoples time.
  
  Just take your football and go home. Don't erect billboards to your narrowmindeness.
  
  And I don't mean that in a bad way...
  
  ~Bill
  
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- Mike Baker 13 years ago
  
  Originally Posted by Ken Strong
  
  It's also an 8-month old thread that JMSD decided to bump for some unknown reason...
  
  There an easy solution to this. Any thread that has not been replied to within a certain time frame (30 days is a good example) then the thread should be closed/locked. I'm not sure if this is a default feature of vBulletin v3.8.5 or not (not sure why Allen hasn't updated to the most recent version), but a hack/mod would certainly do the trick.
  
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- JMSD 13 years ago
  
  Originally Posted by Ken Strong
  
  It's also an 8-month old thread that JMSD decided to bump for some unknown reason...
  
  Hey
  
  I'm so sorry. I didn't notice the date of the last post dated 2010 before I added my comments to that thread. I haven't been a frequent visitor, lately, (consider yourself lucky) so have only just seen your comment and image - the latter made me laugh out loud. So thanks for that.
  
  I shall be more careful, next time, so that I don't inadvertently "bump" a thread or resurrect it from time's graveyard!
  
  James
  
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  Dexx 13 years ago
  
  Originally Posted by JMSD
  
  I shall be more careful, next time, so that I don't inadvertently "bump" a thread or resurrect it from time's graveyard!
  
  James
  
  You bumped a thread from 6 months ago to apologize for bumping an old thread?
  
  ~Dexx
  
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  koncorps 13 years ago
  
  Originally Posted by Dexx
  
  You bumped a thread from 6 months ago to apologize for bumping an old thread?
  
  ~Dexx
  
  That's thoughtful IMO.
  
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  Ken Strong 13 years ago
  
  Originally Posted by koncorps
  
  That's thoughtful IMO.
  
  Well... it's something all right.
  
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Good News Now

13 years ago

As soon as I start the video and hear "STOP EVERYTHING AND LISTEN WHAT I HAVE TO SAY....." I say good bye and email goes to junk folder.

I do not watch the video if I am not given the option to rewind/forward.

I love the videos and I believe in combination of text and video it can be a great marketing tool.

But I see that very soon we have to be very good and creative in using the video as this video trend is rapidly growing and people are not that dumb.

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Justin Goff 13 years ago

Every sales message you make, whether its 3 minutes or 60 minutes is going to piss "some" people off.

Just go with whatever makes you the most money.

I can tell you from firsthand experience that any sales video under 18 minutes for me has not done as well as 18 minutes or more.

- Justin
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Johnny12345

13 years ago

Originally Posted by balara

Well, let me say that they will only work if someone watches them!
The ones I have watched are usually 16-20+ minutes long. If I wanted to know what each
of my favourite marketers are promoting and let's say there are 6 of their emails, I'd be
there for 2 hours ++.
I don't know about each of you, but I certainly don't have 2 hours to spend on watching
sales letters, so those emails get deleted.

Exactly. You, too, have discovered the Achilles' heel of video sales letters -- they can't be easily scanned.

John

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Justin Goff 13 years ago

Originally Posted by Johnny12345

Exactly. You, too, have discovered the Achilles' heel of video sales letters -- they can't be easily scanned.

John

You got this backwards...

Its one of the BEST parts of a video sales letter. Now instead of skimming and missing out on your sales message, they have to listen to each and every word of your message.

And if you have a GOOD sales message, then this will work perfectly for you
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Kirk Ward

13 years ago

I close the window for video only or video must watch sales pitches. If the text pitch is motivating enough, I may watch a video ... unless it does not allow me to adjust volume, rewind, fast forward, or any of the things that may allow me to use my time better.

I want the option, and I want to start with good, old fashioned, WORDS! Dump the music, dump the pizazz, make the content valuable, not cute.

Reminds me of the old theory of "If you can't dazzle them with your brilliance, baffle them with your bull****." That doesn't work, and neither does a snazzy, but poorly executed video.

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Dexx

13 years ago

I've found doing both pleases both worlds. Those who prefer to sit back and watch...can do so...and those that want to quickly skim and then buy...can do so also. =)

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Dexx

13 years ago

Originally Posted by LD Carter

And for people complaining about old threads being bumped...
Aren't you all the same ones to tell someone to "just search for it" if they ask a question or make a statement that's been discussed many times before? In order for the person to bump this old thread, they had to have searched for what they were looking for...

Haha, well done!

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BrianMcLeod

13 years ago

Down with long videos! Join the revolution...

Look how effective we were at getting rid of those
dreadfully long sales letters that nobody reads.

I sure wish Gunthy-Renker would get smart and
stop wasting my time with 30 minute long-form
spots for ProActiv.

Get to the point. If ProActiv is any good, it shouldn't
take longer than 2-3 minutes to sell me.

What's that? I can always change the channel?

That's not the point! You better start respecting my
wishes because people are fed up.

I don't even have acne - and that's why you should
listen to everything I say about how you sell your
lotions and potions that are probably overpriced.

Come again? A billion and a half dollars a year?

Well you can kiss THIS $ goodbye, Bill Guthy!

Bet that'll make you think twice next time...

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Brian McLeod

Direct Response Copywriting

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donhx

13 years ago

Originally Posted by BrianMcLeod

Down with long videos! Join the revolution...

Look how effective we were at getting rid of those
dreadfully long sales letters that nobody reads.

I sure wish Gunthy-Renker would get smart and
stop wasting my time with 30 minute long-form
spots for ProActiv.

Get to the point. If ProActiv is any good, it shouldn't
take longer than 2-3 minutes to sell me.

My point exactly. The mark of a good sales person is that they can convince you to buy quickly, not beat you you death with some long video.

Whenever I see an IM video over 3 minutes, I figure the person is not an effective sales person in the first place. Generally these "Guru's" tell you all the things the product is not... and what it is will remain a mystery until you purchase. To me, that's a rookie approach. Like all of us, they should be selling benefits.

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Bill Farnham 13 years ago

Originally Posted by donhx

My point exactly.

Don, Something tells me Brian's post was a wee bit tongue-in-cheek.

~Bill
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- donhx 13 years ago
  
  Originally Posted by Bill Farnham
  
  Don, Something tells me Brian's post was a wee bit tongue-in-cheek.
  
  ~Bill
  
  Sorry, I'm not psychic--please forgive me for not seeing the humor as you did. I mistakenly thought Brian was making a relevant point and responded to that. My bad.
  
  Thanks too for the Skimming Error notice. It's not accurate, but I didn't get any other public ridicule today, so this is really good--it will keep me humble. :rolleyes:
  
  Thanks
  
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  BrianMcLeod 13 years ago
  
  Originally Posted by donhx
  
  I mistakenly thought Brian was making a relevant point and responded to that.
  
  He was... Just not the one you thought he was.
  
  And don't feel bad about it, being this much of
  a pain in the ass just comes easy for me.
  
  What can I say? I'm a natural!
  
  Don't hate the player - hate his agent.
  
  Brian
  
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  Brian McLeod
  
  Direct Response Copywriting
  
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KatieWilliams

13 years ago

I'm some freak who doesn't watch videos online -- ever

I realise that some people do watch them, though, so I try to mix it up with written content and videos... but nothing over 10 minutes; I'd be packaging that up as a product in itself.

Katie

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Katie

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cma01

13 years ago

Propably you'll spend the exact same time on reading a long sales letter.

I realize I'm responding to an old post but . . . No, I wouldn't. The average person reads 200 wpm, I read 900 wpm. I also skim for highlights, you can't skim in a video.

It all depends on the demographics of your market, so arguing about it is moot. You just need to test.

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"Wise men talk because they have something to say; fools, because they have to say something."
~ Plato

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paulie888

13 years ago

I think it all depends on the target demographic, and you'll never really know for sure which approach does better unless you split test.

I think a good way of hedging your bets would be to combine video (with playback controls) and sales copy, therefore appealing to the greatest number of people.

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