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The best copy isn't copy

by Karomesis
10 replies
I'd like to hear pro copywriters chime in on what they think about video sales pitches i.e Billy Mays/Ron Popeil VS traditional long winded sales copy for different niches and conversions that follow.

For my product, I'm going to pitch it via video on my own. Since I've been involved in sales for over a decade I figure I should at least give it a shot before I use written copy, which, IMHO, is just an extension of how I would sell in real life or video anyway...conversation with the prospect.

Thanks for any replies in advance guys (and gals)
#copy
  • Profile picture of the author J. Barry Mandel
    I've said it before and I'll say it again...

    Video sales pitches IS copywriting...in video form.

    Unless your a pro pitchman you will need a written script to follow to make sure that you hit on ALL of the points that you want (without leaving any out).

    Best of Luck!
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    • Profile picture of the author Karomesis
      Thank for the reply Justin.

      Do you think one method is preferable over the other as far as the pitch is concerned? I think it will build tremendous credibility with the prospects if I pitch it myself and show them exactly who they're dealing with from day 1.
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      • Profile picture of the author Steven Wagenheim
        Originally Posted by Karomesis View Post

        Thank for the reply Justin.

        Do you think one method is preferable over the other as far as the pitch is concerned? I think it will build tremendous credibility with the prospects if I pitch it myself and show them exactly who they're dealing with from day 1.
        Not if you're crap on a shingle on film.

        Some people are not meant to be in front of a camera and therefore,
        shouldn't be.
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        • Profile picture of the author Karomesis
          Originally Posted by Steven Wagenheim View Post

          Not if you're crap on a shingle on film.

          Some people are not meant to be in front of a camera and therefore,
          shouldn't be.
          point taken.

          Which is why I'm going to use this method first. Being in sales for so long has given me the tools I need to make some killer videos, both for demonstrating my fitness techniques as well as pitching the product myself.

          Who else will be as passionate as I am about the product? no one. When I convey that to prospects I WILL make sales, the only question is how many and how fast.

          I can wing it, try cold calling major utilities trying to get a pilot study, bid on a contract, and selling thousands of a single product. That is based on an unproven technology. This is something I've done, so I'll wing part of it, but not everything.
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    • Profile picture of the author Steven Wagenheim
      Originally Posted by Justin Mandel View Post

      I've said it before and I'll say it again...

      Video sales pitches IS copywriting...in video form.

      Unless your a pro pitchman you will need a written script to follow to make sure that you hit on ALL of the points that you want (without leaving any out).

      Best of Luck!
      What he said. You better have the whole thing written out JUST as if you
      were going to slap it between two HTML tags or you're going to be in for
      a rude awakening.

      Watch one of Billy May's pitches. If you can, record it and get it
      transcribed and what you'll find is...a sales page.

      He's also a brilliant pitchman, with energy that is hard to equal. If you
      can't come off well on screen, you are doing yourself a disservice
      trying to turn a sales letter into a video.

      Just my 2 cents on the subject.
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  • Profile picture of the author Loren Woirhaye
    The secret is matching these three elements:

    Message/Media/Market

    If you're message is appropriate for the audio-visual
    media like TV, and your market is inclined to use that
    media, and your market likes the message, then you
    can have a winner.

    For entry-level financial education like Robert Kiosaki and
    Suze Orman TV is a great media - their target market
    likes to watch TV and the relative simplicity of their
    TV message lends itself to the medium.

    If you're talking about serious investment information
    for well-off individuals, the target is too small to hit
    with TV, they probably watch less of it, and mistrust
    TV media to boot, preferring to read.

    For the Thigh-master TV is great. People with fat thighs
    apparently watch TV, they can afford the product, and
    the message makes them want to buy it.
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    • Profile picture of the author Karomesis
      I agree Loren, thanks for the response.

      If I was selling Forex trading systems, I certainly wouldn't pitch in the same way as in my niche (health/fitness)

      Since my market is health related, I can't hide behind even the very best copy and hope to reach my financial goals. I need to create a brand and a loyal following to hit 6 figures a month.

      One of my strategies for marketing the product (confrontational marketing) will probably have to be done in print as a video medium wouldn't go over to well with that approach. :rolleyes:
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  • Profile picture of the author BrianMcLeod
    Long form DRTV is essentially long-copy
    in a visual/audiory medium.

    Video, for all it's persuasive power, is not
    a panacea...

    Don't confuse the idea of video versus written
    copy. Every great long-form spot starts with
    a great storyboard/script. Before the first shot,
    the copy has been chewed on thoroughly.

    A straight pitch can be very influential if you
    have an existing relationship with your market.
    They already understand that you're someone
    they want to listen to.

    However, for cold traffic, you ideally want to
    have other visual cues and proof elements to
    shape the message first.

    You definitely want to feature the pain/pleasure
    shot... the "it's fast and easy..." shot, the "leaves
    the alternatives in the dust" shot...

    Unless you're working on a pretty high competency
    level, doing great DRTV type spots is not easy...

    Unless you're already an established authority in
    your market, the straight pitch video is not easy...

    Hitching your wagon to a video only approach is
    not really advisable for most marketers, even
    those with serious sales chops...

    It's a craft of its own that goes well beyond typical
    copywriting for sales pages or direct mail.

    Good luck with it, you sound motivated and serious
    and that's good!

    Best,

    Brian
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    Brian McLeod
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    • Profile picture of the author Karomesis
      Brian,

      I'm primarily focused on product creation and sales, as opposed to traffic generation and web presence/branding. I think this is a phenomenal place to have some JV's as many people here seem strong where I am weak and vice versa.

      I'm pretty competent as far as my subject matter is concerned, and have an ability to persuade Eskimos to purchase ice cubes in person. I'm not going to be so bold as to say that this competency will translate literally to the web, but the more aspects of in person sales techniques I can incorporate given the inherent technological limitations of this as a medium...the better.

      No one has yet mentioned the difficulty in conveying subtle nuance and intonation with the written word. Facial expressions have been around for millions of years in Homo Sapiens, the written word...about 5 thousand.

      "Hitching your wagon to a video only approach is
      not really advisable for most marketers, even
      those with serious sales chops...

      It's a craft of its own that goes well beyond typical
      copywriting for sales pages or direct mail."

      Would you argue that the former carries with it a substantially larger return potential?

      And please forgive my ignorance, but what does "proof elements" mean? I'm just guessing you're talking about social proof or some other reinforcement of the prospects desires?
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