What's a good time length for a video sales letter ?

28 replies
Hello My Fellow Warriors,

I would like to know what is a good length for video sale letter copy/template ? I have it recorded between 14-18 mins. Is that long enough ? I have purchased a DFY (Done For You) Sales copy template (both video and text based). I have my Buy Button delay and appear right when and after I have ask for the call of action. Can you guys help me and give me your suggestion.

Thank you
#good #length #letter #sales #time #video
  • Profile picture of the author helisell
    It's not a case of how long it is, it is more to do with how compelling the video is.

    A boring video would be too long at 90 seconds.

    A compelling, super benefit driven, problem solving, varied, interesting, shocking, novel, informative and entertaining video could go on for an hour.

    .
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  • Profile picture of the author JohnMcCabe
    helisell nailed it.

    To use an old cliche, the length of your pitch should be like the hemline of a woman's skirt. Long enough to cover what needs to be covered, short enough to keep things interesting...
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  • Gotta figure all cliches are old.

    Plus also, centennials got subatomic attention spans.

    Time therefore is ... however long your audience gonna bear your spectacular pissin' around on sumthin' don't interest 'em

    VERSUS
    anythin' else captivates attention better.
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  • The last few VSLs I've written were between 30 and 70 minutes. All in the natural health market.

    But you shouldn't be asking if the VSL is long enough. You should be asking if you've successfully persuaded your prospect. If you feel you have, then think about length. There's no such thing about too short (again, IF you've successfully persuaded your prospect). It can be too long, though, as attention wavers. You're not close to that, at least if it were in the markets I work in.
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  • Profile picture of the author dmrson
    14-18 seems way to long IMHO, people have short attention spans online (and in general) - perhaps split test your 14-18 videos with a 3 minute alternative video
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    • Profile picture of the author helisell
      Originally Posted by dmrson View Post

      14-18 seems way to long IMHO, people have short attention spans online (and in general) - perhaps split test your 14-18 videos with a 3 minute alternative video
      I have to agree with the split testing.

      So what results have you had personally with split testing?

      I think we would all welcome some real info on video length?
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  • forget focusing so much on length.

    make sure it keeps people watching.
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  • Profile picture of the author Chris Williamson
    Like the others have said, length doesn't matter. Keeping attention does. The End of America VSL goes for about 75 minutes and it has sold their financial newsletter for years and years.

    One thing that a template might not address are the unique objections your prospect might have to buying your offer. Make sure your video addresses them.
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  • Profile picture of the author YourGoToWriter
    It actually depends on how interesting you can make your video appear to be. I can't stand a 1-minute video, if it doesn't catch my attention or if it's too plain and boring. -Micah
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  • Profile picture of the author mellymags
    I agree with all of the answers above. Adding, generally, the bigger the "ask" (aka price) the longer the length.
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  • Profile picture of the author affmarketer101
    I think it's too long. Actually, the length doesn't matter. The matter is how can keep your audience on site, rather than exit, how engaged your content is.
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    • Profile picture of the author OptedIn
      Originally Posted by affmarketer101 View Post

      I think it's too long. Actually, the length doesn't matter.
      Conflicted, much? :-)
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  • Profile picture of the author Alex Cohen
    The 2010 video sales letter, "The End of America" was 77 minutes long... and reportedly did very well.

    Alex
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  • Profile picture of the author MichaeI
    If you manage to grab peoples attention during first 5 seconds, the length of your video won't matter that much.
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    • Profile picture of the author OptedIn
      Originally Posted by MichaeI View Post

      If you manage to grab peoples attention during first 5 seconds, the length of your video won't matter that much.
      Unless of course you begin to totally bore them, 6 seconds in. Unbelievable!
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  • Profile picture of the author branko97
    For a YouTube video add a few minutes is good time length, try not to keep it long else it becomes a documentary. Long video needs to be really well made, informative and creative to keep the attention of the viewer.
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  • Profile picture of the author Adam Leech
    It depends on a bunch of different things.

    How warm is the audience? How expensive is the service? How relevant is the offer? How compelling is the offer?

    Here are some general rules I stick to:

    - Cold audiences usually need longer videos.
    - Higher priced products/services usually need longer sales videos
    - Products/services over $300 to a cold audience usually need webinars

    As a rule of thumb, 5-10 minutes for products under $100 to warm audiences. And the colder the audience is or the higher the price is for the product, the longer the video needs to be.
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  • Profile picture of the author acnescars
    15 mins is the best time for the video length. Dont go over this limit.
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  • Profile picture of the author poweredspeaker
    10-15 mins is really a good time length for a video.
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  • Profile picture of the author Sandrajankowski
    Banned
    I always suggest you to create video newsletter for 15 mins. Because exceeding more than 15 mins is not a great idea for a newsletter.
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  • Tell your story in a compelling way. Answer any question in the presentation that anyone would commonly ask. Give every benefit that could apply to the viewer.

    When you are done, however long that video is..that's how long it should be.

    That's also how long a sales letter should be. As long as it takes, and no more.
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  • Profile picture of the author OptedIn
    As long as it takes to effectively communicate your message, or, what the fat guy said!
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  • Profile picture of the author Careyrussell
    Most of the answer is 10 to 15 mins, is there any special condition for this time limit? If anyone knows please share here.
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  • Profile picture of the author OptedIn
    Another question that has no right or wrong answer. Ultimately the proper length will be determined by an infinite number of variables, ranked differently in order of priority, based upon the subject matter.
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    • Profile picture of the author DABK
      What are you talking about, no answer? It's 16 minutes and 8.32 seconds. Longer than that, 16 minutes and 8.33 seconds or longer it is going to be boring. 16 minutes and 8.31 seconds or shorter, you make no sales. Nothing else matters but the length...



      Originally Posted by OptedIn View Post

      Another question that has no right or wrong answer. Ultimately the proper length will be determined by an infinite number of variables, ranked differently in order of priority, based upon the subject matter.
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  • Profile picture of the author Sevan Rudolf
    12-24 minutes is the best time length for video sales letter. In point of my view that the lengths are doesn't matter for good videos.
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  • Profile picture of the author dburk
    Hi Anthony,

    If you are shooting for a specific length of time, you are doing it wrong.

    A copywriter that gets paid on a "per word" basis will almost always recommend extra long sales copy because they can earn more money per job. longer sales copy (longer voice-over scripts) yield the copywriter bigger payments. Probably not a good reason to follow that advice.

    Since this IS a "marketing" forum I will suggest that you try a marketing approach. Asking a bunch of people on a marketing forum "how long a video should be" is actually NOT marketing.

    Marketing involves testing, but to be clear, you should not test to learn "how long" a video should be. Nor should you be testing to merely learn "what" will work. No, no, no, that's not an approach a real genuine professional marketer would take. Instead, you test to learn "why" something works, or "why" it doesn't work.

    Once you learn "why" an approach works, and "why" another approach doesn't, you can then test various applications of those marketing insights. You can test combinations that improve results and combination that degrade results, again to understand "why" that happens. Then use what you know works because you understand why it works. The length can then be made as short as it can be while maintaining the optimal conversion ratio.

    Do you really think people think to themselves, "I was going to buy from this person, but he just didn't make his video the ideal length, so now I am not" ??

    I strongly suggest that you forget about trying to determine the ideal length of a video, there is no single ideal length. There is only what works, and the best thing to ask is how to learn why what works, works. You can then create a video that works well and never once give a thought to how long it needs to be. That's how a marketer would approach it.

    HTH,

    Don Burk
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