Underestimated sales booster in videos (20% bump in testing)

For those who don't know me -- I'm the mad marketing scientist. In other words, we've tested thousands of things.

Here's a recent breakthrough for us in sales letter videos:

ADDING MUSIC.

So far it's won 2 out of 2 times and boosted conversions about 20%.

**** MY THEORY ON WHY IT WORKS ****

I've edited movies and I can tell you that movies are LIFELESS without music. Most people don't notice the soundtracks but they are really what brings out the emotion in a movie.

Why would it be any different?

Here's a couple of pointers:

1. Only use ROYALTY FREE music. Buy the tracks you want to use "google royalty free audio" or "stock audio".

2. Put the RIGHT music to the RIGHT section so you're amplifying your message. Putting corny music or cheesy tracks is NOT going to boost your conversions.

3. Mix it in the background. The voice over should NOT be overpowered. The voice should always be upfront.

4. Take the time and time the entries and exits of the music. FADEOUT the piece at the end.

5. The music is only on about 20% of the entire video. In other words, about 25 seconds out of every 2 minutes of video sales letter.

Hope this helps!
Matt Gallant
The Mad Marketing Scientist