Deadly Silence On Video Sales Letters...What's Up!

53 replies
What's up with this silence here about video sales letters?

You've got "Fat Loss Furnace" and "Truth About Six Pack Abs"
smokin' it on Clickbank.

You've got Jeff Johnson going from $500,000 to $2,000,000 on his Perpetual Traffic.

You've got every major guru in the IM space using video for product launches.

You've got Ryan Lee using them and telling all his members to do it.

You've got the worlds largest traffic buyers saying they are the "hottest thing".

You've got Agora and Boardroom using them now.

They've moved to video sales letters.

Why oh why aren't we talking about the finer details on them here, like we do long form sales letters?

Is it ignorance or fear?

I dunno.

Enlighten me...please.

Best,
Ewen
#deadly #letterswhat #sales #silence #video
  • Profile picture of the author Alex Cohen
    My observation: For the most part, the differences between video and long form sales letters are only talked about in paid products. So perhaps as a professional courtesy, those who know the secrets are not talking about them publicly.

    I'm sure, sooner or later, a thread will appear on this sub-forum titled, "The differences between video and long form sales letters" or something similar. LOL

    Alex
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    • Profile picture of the author ewenmack
      Originally Posted by Alex Cohen View Post

      My observation: For the most part, the differences between video and long form sales letters are only talked about in paid products. So perhaps as a professional courtesy, those who know the secrets are not talking about them publicly.

      I'm sure, sooner or later, a thread will appear on this sub-forum titled, "The differences between video and long form sales letters" or something similar. LOL

      Alex
      Yeah Chris Haddad is doing the rounds telling people the differences.

      Might be more discussion happening after this weekend after he speaks at John Carlton's event.


      Best,
      Ewen
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    • Profile picture of the author enterpryzman
      Professional courtesy ??? Screw that in this type of subject, that is not an excuse for this in my opinion.

      Enterpryzman





      Originally Posted by Alex Cohen View Post

      My observation: For the most part, the differences between video and long form sales letters are only talked about in paid products. So perhaps as a professional courtesy, those who know the secrets are not talking about them publicly.

      I'm sure, sooner or later, a thread will appear on this sub-forum titled, "The differences between video and long form sales letters" or something similar. LOL

      Alex
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      • Profile picture of the author Alex Cohen
        Originally Posted by enterpryzman View Post

        Professional courtesy ??? Screw that in this type of subject, that is not an excuse for this in my opinion.

        Enterpryzman
        Sounds like an entitlement mentality gone amuck.

        I don't reveal all my secrets on public forums. Do you?

        Alex
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        • Profile picture of the author enterpryzman
          I appreciate your thoughts however that ( entitlement ) is not why I say this. I simply get tired of some of the hype surrounding various techniques involving video.

          I have been researching the subject and am going to introduce some free tutorials based on what I have learned from those not in fear of explaining what they do.

          The fact remains, if you tell others what to do ( even for free in a place like this ), that will not make them act on what you share in a way that competes with your efforts. If we spoke open about this process and someone whom lacks writing talent attempts to execute it they will fail.

          Look at the video example above ( texting ) and it is an OK video but the key is the writing and trigger points used to make you think about buying the product. The owner does explain that most of the sales are being made by promotion of the video sales letter and NOT by promotion of the product itself.

          My hope is to not have offended you and others here but, I am pretty much an open book when it comes to sharing knowledge. I have created a couple info products that I have sold and for the most part I elect to give away far more than I sell. Perhaps I am wrong in my thinking but by helping others you help yourself in the end just as much if not more.

          Regards,
          Enterpryzman








          Originally Posted by Alex Cohen View Post

          Sounds like an entitlement mentality gone amuck.

          I don't reveal all my secrets on public forums. Do you?

          Alex
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          • Profile picture of the author fasteasysuccess
            The thing I saw with most of the well done video sales letters and what chris haddad even talked about was...

            Not having the buy button and talking about the product and pitching a product till 1/2 till 2/3 way through video, this way they are drawn in by the story and value if stayed around that long and most likely to buy by then.

            It basically gives them a watch it or leave option versus with copy where they can skim to the end and not read all the copy.

            I think it really comes down to testing for your specific market.

            One market might kill it with video sales letters and one market might beat the results with sales copy and not video.

            Me personally, I still love the sales copy and don't like the sales videos that leave you stuck without fast forwarding options which chris even mentioned, but another person may like that and be the target market to buy.
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  • Profile picture of the author DanielleLynnCopy
    To be honest Ewen,

    I'd love to hear more about what others have to say about video sales letters as well.

    I notice that people often don't like to read... so having a video that delivers the message seems to get a higher response.

    My personal guess is that people here don't talk much about video sales pitches because you could essentially take a well-written conversational sales letter, create visuals to accompany it, hire a voice-over actor, and make it into a video pitch.

    So perhaps people don't see the need to talk about them for that reason?

    But again, if someone has more thoughts on the matter, I'm open to hear about it

    Danielle
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    • Profile picture of the author ewenmack
      Originally Posted by DanielleLynnCopy View Post

      To be honest Ewen,

      My personal guess is that people here don't talk much about video sales pitches because you could essentially take a well-written conversational sales letter, create visuals to accompany it, hire a voice-over actor, and make it into a video pitch.

      Danielle
      According to Cris Haddad, that's where people foul up.

      They pitch the product first and show the buy button up front.

      Best,
      Ewen
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  • From my own consumer perspective, I don't like them. That's because I can read faster than most people in sales videos speak.
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    • Profile picture of the author ewenmack
      Originally Posted by Steven Carl Kelly View Post

      From my own consumer perspective, I don't like them. That's because I can read faster than most people in sales videos speak.
      Have you ever bought anything off them?

      Some of the buyers say they hate them too.

      It's fascinating to see the difference between the feelings and opinions
      of the viewers compared to their actions.

      Best,
      Ewen
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  • Profile picture of the author Ross James
    You can do a lot with video...Kern says video has higher perceived value.

    I can't disagree.

    And Look at Eban, he is using all kinds of wallet melting persuasion techniques.

    anchors, commands... list goes on .. I like a mixture of both. Personally.

    I think if you're not aware of the video sales letter... get aware, I'm still trying to catch up to plain old text sales letters so don't feel bad.
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  • Profile picture of the author D111
    @ewenmack

    Could you post links to a few video sales letters. That way everyone can weigh in and start dissecting the same videos.
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    • Profile picture of the author ewenmack
      Originally Posted by D111 View Post

      @ewenmack

      Could you post links to a few video sales letters. That way everyone can weigh in and start dissecting the same videos.
      Heres the lead into it...http://textyourwifeintobed.com/

      and here's the video...Text Your Wife Into Bed

      Best,
      Ewen
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      • Originally Posted by ewenmack View Post

        Heres the lead into it...http://textyourwifeintobed.com/

        and here's the video...Text Your Wife Into Bed
        Thanks for posting that -- it's hilarious!
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      • As far as I can tell, haddad based this pretty much on my fatburningfurnace spot.

        In fact, I remember Cris calling me while he was putting it together to kinda let me know he was doing just that. We talked for a few minutes about it.

        Originally Posted by ewenmack View Post

        Heres the lead into it...http://textyourwifeintobed.com/

        and here's the video...Text Your Wife Into Bed

        Best,
        Ewen
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        • Profile picture of the author ewenmack
          Originally Posted by MontelloMarketing View Post

          As far as I can tell, haddad based this pretty much on my fatburningfurnace spot.

          In fact, I remember Cris calling me while he was putting it together to kinda let me know he was doing just that. We talked for a few minutes about it.
          Hey Vin, thanks for popping in.

          Did you always introduce your product at least halfway through your sales letter before the days of video sales letters?

          Best,
          Ewen
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          • Profile picture of the author Oxbloom
            Originally Posted by ewenmack View Post

            Hey Vin, thanks for popping in.

            Did you always introduce your product at least halfway through your sales letter before the days of video sales letters?

            Best,
            Ewen
            In some ways, it almost didn't matter. And it mattered less and less so as a market grew accustomed to the sales letter form.

            Lot of prospects see a headline, which triggers that "uh oh, here comes a sales message" reflex, and sends them scrolling to the bottom of the screen to see how much it is, etc. They maybe take a quick look at the subheads...maybe glance at the PS. Then they shrug is off as a sales pitch and move on with their lives.

            Obviously written sales still work, and work WELL on a lot of people. But there's definitely that segment of the market who just won't get on board.

            The video game lets us circumnavigate that, a little bit. Even skeptical prospects are willing to listen to the start of a message, thinking there's still *some* chance this might be real, free, no-pitch information. They can't scan ahead. They can't check to see what the whole production looks like, or how long the presentation is. So you've got a little bit of an open window to change the skeptic to the converted and passionate listener.

            Succeed during that time, and your conversions skyrocket. It's one of the beauties of the video form. It allows you a *CHANCE* at a percentage of prospects who were simply impossible to convert in a traditional written piece. The "I'm not giving this a chance if it looks like a big, long, boring sales letter" crowd.

            The start of your read serves, to some extent, the same purpose as a written headline. Those first few seconds have to make the listener go from, "I'll give it a shot," to, "I'll keep listening."

            The next little bit has to take them from, "I'll keep listening," to, "I forgot that I was skeptical, and now the only thing on my mind is what this guy is saying." It's obvious Vin's "I've got a story to tell you..." is incredibly effective at this, because people LOVE to listen to stories. Oral tradition is part of who we are as a species. We turn off the filters, and prepare to *enjoy*. Get somebody enjoying your pitch, and you're 99% of the way home.

            Get them there, and you can start bombing them with elements of persuasion, totally under their skepti-radar.
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          • yep... pretty much have always held off introducing product till around half way point. Sometimes earlier... but that's usually how I do it.

            Originally Posted by ewenmack View Post

            Hey Vin, thanks for popping in.

            Did you always introduce your product at least halfway through your sales letter before the days of video sales letters?

            Best,
            Ewen
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      • Profile picture of the author enterpryzman
        A week after buying this one, I had to disconnect my cell phone as I could not keep up !

        Oh, sorry....I was dreaming again, but it is a great example of a video sales letter,
        Enterpryzman






        Originally Posted by ewenmack View Post

        Heres the lead into it...http://textyourwifeintobed.com/

        and here's the video...Text Your Wife Into Bed

        Best,
        Ewen
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  • Profile picture of the author colmodwyer
    From my experience, the writing process isn't all that different.

    There are a few small changes, like most people (in my industry) are getting into the credibility a lot earlier. For example "My name is XXXX XXXX, and these are my expertise..." will be on page 2 instead of buried on page 10.

    Other than that it's just writing a sales letter as you normally would, then putting it in slides.

    Colm
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  • Profile picture of the author John_S
    When they write a script rather than read a sales letter, hire a production team and multi-camera setup, check out and hire an actor, scout and secure locations, direct lighting, produce a video (I mean produce a video -- like on a 3/4" master with a cassete as big as a coffee table -- not sit in front of a webcam without pants), and fund it out of their own pocket to the tune of many thousands of their own dollars on the line and make that back -- plus, then I'll gladly buy to learn how I can do better.

    And not until. My wallet remains closed. I've bought lots of stuff ....none from that bunch.

    I shall not hold my breath based on the efforts I've seen so far. Wake me up around 2030 when the 'industry' discovers the infomercial ...and Billy Mays stops spinning in his grave.
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  • Profile picture of the author MaxReferrals
    I appreciate the chatter and OP, but the answer is simple...

    - TEST it for lift.

    Everything else is just people's opinions, which don't count unless you're buyin' your own stuff.
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  • Profile picture of the author travlinguy
    Everything that's important in a text letter also needs to be in a video. I'm an auditory learner so I need to read stuff to get it to sink in. You might think that reading would be a visual thing but auditory folks (about 45% of the population) 'hear' the words as they read. I need to be able to examine the offer and see what's there, what promises are made. I find that much easier with a text document.

    One thing I notice is that people structure offers the way they like things. Apparently, people like videos (50+% of the population learns visually) because they're showing up en mass these days. The mistake people are making is to only offer a product via video. That's a big mistake, IMO. I rarely click on any video but if an offer interests me and has a text version I'll probably check it out.

    Another thing I notice is the piss poor quality of the videos I see. If you're going to sell in front of the camera it might be wise to put on some decent clothes and comb your hair. You also might want to practice your presentation and show some enthusiasm.

    If you appear bored on misinformed (so many videos come across this way) you're hurting your offer and might want to get a professional actor to record the video. Another turn-off for me is auto-start video or audio. I want the choice on whether I start the thing rolling or not and if it starts automatically, I'm gone.

    The moral of the story? Market to people the way they want and expect it. Virtually every offer launched these days needs to be in both video and text formats or you're leaving money (conceivably, a lot of money) on the table.
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    • Profile picture of the author ewenmack
      Originally Posted by travlinguy View Post

      The moral of the story? Market to people the way they want and expect it. Virtually every offer launched these days needs to be in both video and text formats or you're leaving money (conceivably, a lot of money) on the table.
      Hey thanks for adding to the discussion.

      Here's the problem with your premise, the marketer losses control of the selling situation.

      There is a reason copywriters structure the sales pitch in a certain way, they want each detail to build on the previous sentence and paragraph.

      In another words, they want the prospect to hear your WHOLE story!

      The copywriter uses every trick in the book to keep the reader glued to every word written
      so they don't skip the important stuff.

      With a VSL [one without control buttons] the viewer, once in, is a qualified prospect by virtue of hearing your WHOLE pitch.

      The talk about the number of viewers to a sales letter, has little value, as it doesn't tell you the number of people who read the whole thing.

      A bit like the number of sales coming in...has little value if the refund rates, payouts to affiliates and JV partners, costs of paid traffic and paying for a top tier copywriter to put it all together swallow up the income leaving your bank account cleaned out.

      Back to my point, a VSL [one without control buttons] allows you to take back control of the selling situation by having prospects hear your WHOLE sales message.

      Best,
      Ewen
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  • Profile picture of the author John_S
    Another thing I notice is the piss poor quality of the videos I see. If you’re going to sell in front of the camera it might be wise to put on some decent clothes and comb your hair. You also might want to practice your presentation and show some enthusiasm.

    If you appear bored on misinformed (so many videos come across this way) you’re hurting your offer and might want to get a professional actor to record the video. Another turn-off for me is auto-start video or audio. I want the choice on whether I start the thing rolling or not and if it starts automatically, I'm gone.
    Very true. But there are ways to target visual or auditory users. If I saw an approach segmented like that, it would cause me to at least consider buying.

    That is not the case. So I'll buy something else instead. I just dropped $300 on a monitor. Took five minutes and no sales talent to "make me."

    Finally, it would be nice to see video sales for a product or service. Not the circle of sales videos on how to make sales videos for selling people on making sales videos about reading a sales letter in front of a web cam in your underwear.
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    • Profile picture of the author Collette
      Originally Posted by John_S View Post

      ..Finally, it would be nice to see video sales for a product or service. Not the circle of sales videos on how to make sales videos for selling people on making sales videos about reading a sales letter in front of a web cam in your underwear.
      Perhaps it's the cantankerous old git in me but I have to give a nod of agreement to this sentiment.

      Recently forked out @$2K for a Big Name, and was slightly taken aback to see him in a rumpled t-shirt, in front of what appeared to be a prison photo wall, decorated with a $11.95 whiteboard.

      Now, I'm not sayin' you can't deliver the goods, sartorially challenged though you may be. But, at those prices, a girl likes a little ambience now and then.
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  • Profile picture of the author gjabiz
    Originally Posted by ewenmack View Post

    What's up with this silence here about video sales letters?

    Best,
    Ewen
    As a person who has participated in making infomercials as well as video sales letters, my response is...I don't know.

    But let me tell what I do know.

    We love to point to the IM success stories who are bustin 10 mil out of the park...but we are very silent about guys in the real world hauling down 100+ million, let alone those with 300-500 million...who are using

    MULTI CHANNEL MARKETING.

    Video, be it on TV or the Internet is only one channel.

    And unless you know for certain the numbers, most is either speculation or based upon some marketer told some other person he is doing.

    Let's understand that the Copywriter is important on all fronts...and often is involved in several of the Channels of Marketing...often as the lead creative...to insure a continuity across platforms and a uniform message.

    There is a different PSYCHOLOGY at work in video, as has been mentioned, some of the face to face skills come into play (although the feedback is assumed or measured, that is, they have to take an educated guess on what the viewer is thinking and responding to)...

    ATTENTION can be captured easier with a video...but in the case of the infomercial, it has to be repeated 3 times...so the basic looking infomercial you see on TV is a three act play with mostly repeated messages and within each is the call to action.

    On the Internet, the video sales message works if the TARGET actually is the one watching it...and with most of the people you mention, they operate in the general field of "Biz-OP" which includes most money making and IM type stuff and that is a proven market which requires very little effort to get their attention.

    The video can also present subtle influences, your NLP strategies and even some hidden persuaders the viewer is totally unaware of.

    It also is passive. Reading a letter is ACTIVE. Different parts of the brain come into play.

    Video has just as much "influence" archives as does copywriting...so it would behoove you to study both and think in terms of MULTI CHANNEL marketing efforts.

    I know the savvy 200 million dollar a year guys use as many different channels as they can...and copywriters are involved in every one of them.

    Which is why you see As Seen on TV in every Walgreens and Rite Aid drug store in the country...just another channel for sales.

    Video. Let's talk.

    gjabiz
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  • Profile picture of the author lconsult
    As @gjabiz says, multichannel marketing is definitely the best long term strategy for maximizing profits. To @ewenmack's original question about Video sales letters...

    It seems like people are reluctant to spend $197 for a program like Ryan Deiss' video sales letter formula.

    When it first came out, we spent $297 for this product. I can say that it was one of the best $300 investments we have made. At the time, it took the abstract idea of a video sales letter and provided a step-by-step set of instructions for creating video sales letter web sites.

    Ryan provides the basic presentation template, based on the ubiquitous long form sales template ensuring that all of the proper elements (product feature, benefits, testimonials, qualifications, logical call to action, emotional call to action, etc.) are included within the final video. Additionally, he provides information on inexpensive video production and storage.

    I know there are other video systems out there and am sure they would probably do the trick. We happen to buy Ryan's videosalesletterformula.com program first.

    To do some inexpensive split testing, I would recommend using Google's Website Optimizer. In our testing, most results were expected; however, there were several pleasant surprises.

    Depending on the split testing results, you will find which market niches work best with a video only sales page vs. a video/sales letter combination as well as the complexity of the video skin that gives the best conversion rate.

    Hopefully, more people who use videos will share their success stories.

    Try something, add some split testing and I think you will be pleasantly surprised!
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    • Profile picture of the author NathanZad
      [DELETED]
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      • Profile picture of the author magman01
        It seems to me that a video based on slides brings in the best of all worlds. You've got the video to capture the eyes and audio to capture the ears. The more senses involved, the greater impact.
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        • Profile picture of the author The Niche Man
          I agree videos are here to stay, but it seems the jury is still out on how to make a successful sales video. Most I've seen suck if they last over 1 minute and all they do is read off the screen. Especially the ones with no controls so you can pause, fast forward or stop and come back. I don't get those.

          Many try to sell in a 2 minute video instead of directing you to a sales page or website and others try to sell you with bells, whitles and cool background music. It makes me long for the simple killer sales letter that I can read at my own speed. But that's just me.
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  • Profile picture of the author Bruce Wedding
    This video is slaying it. Its been running on Drudge for over a month and that ain't peanuts.

    Stansberry's Investment Advisory
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    • Profile picture of the author Collette
      Originally Posted by Bruce Wedding View Post

      This video is slaying it. Its been running on Drudge for over a month and that ain't peanuts.

      Stansberry's Investment Advisory
      Did you notice that if you click to close the browser window, you get the option to read the video script... as a salesletter?

      Bwahahahahah.....

      Stansberry's newsletter is a fairly wide age demographic. I'd love to see the numbers on who sticks with the video all the way to the *unmarked* end, and who clicks away early.
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  • Profile picture of the author gforces
    Like some here in this tread I hate video sales letters because of the time it takes to view them. I read SOOOO much faster and generally with a written sales letter I will skim quickly to the end to get the bottom line asap. Video, while more captivating, is way to slow. I also don't like video training for the same reason plus when you want to go back to check a point you may need a refresh on, like when you are implementing something later, it's very difficult/frustrating going back to the video and trying to find the relevant content. Much prefer something I can print out and refer to quickly, on my desk, beside my computer.
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    • Profile picture of the author gjabiz
      Crash course in video for Internet.

      Grab an OLD Dan Kennedy video of one of his "seminar" pitches...it's about an hour.

      Dan tells you he is going to reveal several things, grab a pen and take notes (note the control he has on the audience).

      He may list 3 to 5 points up front.

      He covers the points, while the audience is feverishly taking notes...he gives examples of the tips in actual use.

      He CLOSES by letting you know these TIPS are just the tip of the iceberg. And he has the whole iceberg for you to buy...he normally sells the iceberg for 2500 but if you are ready RIGHT NOW...you get the iceberg for 495

      OH, yea, the iceberg is full of other back-end offers.

      It is MY OPINION the good Internet videos are closer to a platform pitch, a "seminar" pitch than an actualy TV infomercial, either 2 or 30 minutes.

      Give good CONTENT RIGHT away...give them a reason to watch give them a "tips" list of 3 to 5 implemental ideas and get them thirsty for more.

      So, I've never purchased a course on how to do video, I'm sure there are some good ones out there...but a watching of Dan on the platform a time or two will give you some very good "take away" points on how to go about it.

      Having a pdf to read (or html) isn't a bad idea either, you can capture all the "modalities" of learning.

      Bottom line, for me, it is SELLING. And the more schooled you are in actual selling, as in face to face, the better your copywriting and marketing efforts are going to be.

      You might be able to pick up an OLD Dan video for a couple of bux. Everything about his presentation is carefully staged to produce ONE result...SALES.

      gjabiz
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      • fantastic thread, answered a lot of questions I had about video sales

        does anyone know why so few of them feature a person speaking to camera and why it is usually just a "slide show"?

        is there a reason for this?

        thanks in advance

        Richie
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        • Profile picture of the author TheSEguy
          Originally Posted by richiestreetfightsecrets View Post

          fantastic thread, answered a lot of questions I had about video sales

          does anyone know why so few of them feature a person speaking to camera and why it is usually just a "slide show"?

          is there a reason for this?

          thanks in advance

          Richie
          I guess the main big players have tested what works best and stick with it.
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          • Profile picture of the author MRMagMark
            In May, I observed a very clever way to launch a product that included video.

            I'm not sure if anyone has heard of Fabienne Fredrickson, but she just used a video series to lead to a teleclass, which eventually presented her product, which was "only" $995. (The teleclass was 90 minutes long.)

            The videos, sent to one's email over the period of four days, were lessons on how to reach the top 5% of business owners who made more than $100,000 per year. I think her primary market are business and life coaches.

            Her delivery was top-notch and she used a white board in a creative way, deliberately hiding the next lesson under a large piece of paper with a big question mark on it.

            She is using video in a unique way to hook people as she focuses on the whole "make more money" theme. Today she sent another video that focused on a live event in September. (Note: She employed another intriguing trick on this page. The page is blank, except for the video, for quite some time and then suddenly, the opt-in page is revealed.)

            My only criticism is that it's a hefty price point to start with if people don't know you. She didn't seem to have any other products within a $49-$99 range.

            Maybe someday I'll start using video. I know it's hot, but like some of you, I prefer reading.
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            • Profile picture of the author ewenmack
              I'd venture to say Fabienne has an audience that is already well established and quite affluent, so the price tag is very reasonable to them.

              Maybe she could of done a better job at dimensionalizing the value...don't know because I haven't see her pitch.

              Best,
              Ewen
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              • Profile picture of the author MRMagMark
                Originally Posted by ewenmack View Post

                I'd venture to say Fabienne has an audience that is already well established and quite affluent, so the price tag is very reasonable to them.

                Maybe she could of done a better job at dimensionalizing the value...don't know because I haven't see her pitch.

                Best,
                Ewen
                I discovered her through a search that found her press release for the event. I signed up just to see how it would pan out. So basically, if someone is going to send a press release to promote free videos that lead to a free teleclass (with big product) - AND you know you're going to have people getting to know you for the first time; then you should have a selection of options.

                It's not that I expect to hear about the entire selection the first time I opt into a video. But I saw nothing other than the $995 program and her follow-up emails didn't have anything else available.

                Although her audience may be affluent, I think it's a good strategy to have several pricing tiers and of course, the free eBooks, etc.

                I'm kind of a weird mix between the traditional and modern. I love long sales letters but I also like to see options given to people who are just discovering someone. Those options can be an eCourse, an eBook, webinar, community subscription, etc. Just give people options.
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                • Profile picture of the author ewenmack
                  I take it you are on her mailing list now, so you are in her world where you can get to know her more.

                  This gives her plenty of opportunities over the long term to offer you and other non buyers to buy again.

                  She may even have different email lists and messages to the non buyers.

                  Best,
                  Ewen

                  Originally Posted by MRMagMark View Post

                  I discovered her through a search that found her press release for the event. I signed up just to see how it would pan out. So basically, if someone is going to send a press release to promote free videos that lead to a free teleclass (with big product) - AND you know you're going to have people getting to know you for the first time; then you should have a selection of options.

                  It's not that I expect to hear about the entire selection the first time I opt into a video. But I saw nothing other than the $995 program and her follow-up emails didn't have anything else available.

                  Although her audience may be affluent, I think it's a good strategy to have several pricing tiers and of course, the free eBooks, etc.

                  I'm kind of a weird mix between the traditional and modern. I love long sales letters but I also like to see options given to people who are just discovering someone. Those options can be an eCourse, an eBook, webinar, community subscription, etc. Just give people options.
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  • Profile picture of the author davemiz
    ewen, good post dude. i'm too busy testing my new video sales letter to comment yet :-)

    will report back w/ some insights. (or sell everyone a product on it. lol)
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  • Profile picture of the author LaunchBrain.com
    Video sales letter are incredible and will become essential. I recommend Ryan Dice's stuff on the subject. KILLER.
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  • Profile picture of the author TheSEguy
    I must say when i land on a page with a sales video that plays automatically and has no visual pause or rewind button accompanying the player (just in case i miss something) which about 80% dont have, then im put off the product straight away.

    There is nothing more annoying than wanting to rewind a video a few seconds and not having the ability to do so.
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  • Profile picture of the author jasondinner
    Originally Posted by ewenmack View Post


    You've got Agora and Boardroom using them now.
    What I've noticed about Agora and guys like them (weiss research, wyatt research, lombardi publishing, etc) is that they lead with the video salesletter, then have the long-form "print" version of the sales video VERBATIM on an exit splash when the visitor tries to leave the page.
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    • Profile picture of the author ewenmack
      Originally Posted by jasondinner View Post

      What I've noticed about Agora and guys like them (weiss research, wyatt research, lombardi publishing, etc) is that they lead with the video salesletter, then have the long-form "print" version of the sales video VERBATIM on an exit splash when the visitor tries to leave the page.
      Good spotting Jason.

      For those that get interrupted while viewing, or those that prefer to read than watch and listen, there's another opportunity to connect with them.

      However, it shows that it's a secondary to video preference.

      Best,
      Ewen
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  • Profile picture of the author macchiavelli
    Might have to subscribe to this thread and read a little bit on this much debated topic!
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  • Profile picture of the author kmmr12
    I have had my customer ask me to replace my sale copy with a video as well as offer my PDF product in video format as well.
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  • Profile picture of the author GenerousBoy
    I think there are mixed feelings about video sales letters because people feel they're being talked at, they feel they're being manipulated. With text you can skip, skim-read and you feel like you're making the choices.

    Personally I think video sales letters will have to become less wordy and visually more entertaining or people will tire of them quickly.

    I just had fun working on a powerpoint presentation/video for Generous 121 Training with my 11 year-old daughter - talk about outsourcing! - incorporating animated gifs to lighten the mood of the piece. The range of animated gifs gets better and better.
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    • Profile picture of the author briancassingena
      Originally Posted by GenerousBoy View Post

      I think there are mixed feelings about video sales letters because people feel they're being talked at, they feel they're being manipulated. With text you can skip, skim-read and you feel like you're making the choices.

      Personally I think video sales letters will have to become less wordy and visually more entertaining or people will tire of them quickly.

      I just had fun working on a powerpoint presentation/video for Generous 121 Training with my 11 year-old daughter - talk about outsourcing! - incorporating animated gifs to lighten the mood of the piece. The range of animated gifs gets better and better.
      Interesting viewpoint, I don't really watch video sales letters much myself either, but I do know they convert. And as for wordy, I'm interested in what you think of the kind of video sales letters I've been doing - check my sig for the link.
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  • Profile picture of the author Greg Jacobs
    All other points aside, I saw someone mention "video quality"
    but attached a few different definitions.

    In my extensive testing for my own brand and few others, I have found that "crappy" video constantly outperforms "well polished" video

    I am not talking about presentation skills etc... you need those if you are going in front of the camera. But I am talking about the equipment setup.

    In my testing I have found that turning on a camera and starting to talk constantly outperforms a setup with proper lighting, expensive mics, pressed suits and makeup. (yes I am guilty of having worn makeup in a sales video and it didnt convert well)

    Now this doesnt mean be a slob, it just means that show it as you are.

    why? Well... we have talked about it extensively... and I think it comes from a twofold reason...

    1 - you (the presenter) is in your natural environment. Ie.. daily clothes, regular lighting, etc... Its just like sitting and talking. Unless someone is a highly trained actor (none of you are) then being in your comfort enviroment makes "sincerity" come through all that much more

    2 - the only purpose of a sales video is to get people to trust you and seeing you in a "real" place as a real person conveys that rather than a highly polished newsroom type setup.

    I suppose it really can depend on your marketing strategy, but with the "I'm a guy just like you who discovered this secret" angle then "turn on the camera and talk" video seems to work the best in our experiments.

    Also another thing... first take is best take. unless you think you can get it right in the first take, dont even bother starting to film. After the first take it is a quick downwards slope in terms of quality of presentation.
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