Using videos in your copy.

21 replies
I've noticed a lot of the ClickBank products are advertised using videos and audio. I've seen several pages that are just video and hardly any text at all. I find this to be really irritating and usually click away almost immediately. I'm not saying it doesn't sell, but I personally am turned off by it.

Do you guys use a lot of embedded videos in your online copy? Do you think it helps as far as conversion rates go? Please say no.

Thanks.

#copy #videos
  • Profile picture of the author Loren Woirhaye
    Depends on your market. If you're marketing to young dudes who
    didn't go to college and like to play video games, punk music,
    and getting stoned and watching moron movies, use video.

    If you're marketing to rich old conservative grumps with long careers
    behind them, poor internet skills, zero interest in video games,
    technology and so forth, then don't use video.

    In general, the break is generational. In specific cases, video is
    a very good selling tool. In many cases, text copy will be perceived
    as more credible in a "serious" market (ie. health and investing).

    The tone of your copy should be adapted to fit with the feelings
    of your customer. Buying an ebook about how to cheat at a video
    game is not a serious thing, but buying an investment newsletter
    subscription is. Hyperbole and factual information should be
    appropriate to push your customer's hot buttons. Sometimes
    video is appropriate to help, and sometimes it's just annoying
    to your market.

    I hate watching marketing videos, but I do make and use them
    sometimes because I am not my market (as you are not either
    because you are doing the selling and they are doing the buying).
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    • Profile picture of the author ewenmack
      Originally Posted by Loren Woirhaye View Post


      In general, the break is generational. In specific cases, video is
      a very good selling tool. In many cases, text copy will be perceived
      as more credible in a "serious" market (ie. health and investing).
      Loren,

      Agora and Boardroom have a "serious" market as you describe,
      yet they are moving into video sales letters.

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

        Loren,

        Agora and Boardroom have a "serious" market as you describe,
        yet they are moving into video sales letters.

        Best,
        Ewen
        Interestingly, I think they're aggressively testing the effectiveness of it. Most of the videos of seen for investment newsletters automatically link you towards the transcript/written copy if you try to leave the page.

        Best,

        Angel
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      • Profile picture of the author FSherrill
        That's true.

        You can check out one other videos at the following link:

        agorafinancial.com/reports/FST/rh/FST_rh_vp1.php?code=WFSTM301
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    • Profile picture of the author ewenmack
      Originally Posted by Loren Woirhaye View Post

      In many cases, text copy will be perceived
      as more credible in a "serious" market (ie. health and investing).
      Thanks to Bruce Wedding for pointing this out Stansberry's Investment Advisory.

      Been running on Drudge for over a month now.

      Very unlikely they would be running it for that long if it isn't working.

      Best,
      Ewen
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  • Profile picture of the author mjsing3r
    That's really helpful. Thanks a lot!

    I think one of the hardest things to do when starting out copywriting is trying to dumb yourself down when marketing to a certain audience.
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  • Profile picture of the author Tony Tikos
    Videos are the preferred method in copy. Most people, especially people like me, don't want to read through all the long copy, too impatient. We just skim through the facts. When a video is involved, it's more engaging and less boring. A video should always there there. Text copy should always be there as well because incase the prospect does not have audio or is in a situation where they can't view the video like at work or something, it always helps, you have nothing to lose when adding it.
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  • Profile picture of the author jtunkelo
    I honestly thought you'd mistyped the post heading. I thought the more logical question would be about using copy in your videos. Anyway.

    A LOT of people are missing the point about using video in a sales letter.

    The desired effect for any sales letter is to get people to read the WHOLE story. That's usually when the buying decision really shapes up. Think about the times when you bought; that's what you want to have happen.

    When you use a video that grabs you and keeps you following, following, following the story, from one element to the next (yes even using the player with no controls).. you get that effect easier than you often do in written copy.
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  • Profile picture of the author lconsult
    As Internet consumers have become more savvy, marketing techniques have had to adapt. Videos were also introduced, as Loren Woirhaye suggests, to capture younger consumers.

    Ryan Deiss' videosalesletterformula.com (copy link because I don't have enough posts for links) provides a great template. Yes, I am a customer and use it every day. However, if I were going to incorporate video, I would start with his updated 43splittests.com product. It gives you about 70% of his video product combined with split testing results from multitudes of variations for both standard "ClickBank" long form sales pages as well as videos.

    You will find that there are markets which seem to do better with just videos (with an "expensive" skin or a basic one), videos with a sales letter below them, and the traditional sales letter.

    Do not be afraid to use a product like Google's free Optimizer software to perform your own split tests. Most of our testing results mimiced Ryan's; however, there were definitely a few surprises.

    Good Luck!
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  • Profile picture of the author vlsh
    if everyone is migrating to video sales copies, go with textual copy and test it out.. it can't hurt
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  • Profile picture of the author micron
    [DELETED]
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    • Profile picture of the author Daave
      I think video really help to make your content more appealing, generally reader appreciate the usage of video in your content.
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      • Profile picture of the author magman01
        I like to click on a video and listen while I browse the sales copy.
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        • Profile picture of the author mjsing3r
          Thanks guys. Now, at the risk of sounding naive, where do these videos come from? The person writing the copy isn't actually making the videos, are they? Are they just stock videos provided to you by the person or business that hires you?
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          • Profile picture of the author The Niche Man
            It could be all of the above. But I think a big factor is the quality of the video, the voice, and of course the copy.

            Unfortunately, just because a person creates a product doesn't mean they should be in the video, because to be honest many of them suck at hosting videos.

            In fact, it's hard to make an interesting sales video if it last more than a minute. Meaning most should only be used as an introduction to a killer sales letter.

            For example, not every Fortune 500 CEO should be in their own commercials. It worked for Dave Thomas founder of Wendy's, Donald Trump, Lee Iaocca and a handful of others.

            I've heard many people predict it, but when it comes to getting the most bang for the buck, videos will never, ever replace a killer sales letter, not in this lifetime.
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  • Profile picture of the author Dougger1
    For me, a little goes a long way. I prefer short videos that demo the product but it better be damn good for me to sit there for eight minutes (or more) getting sold.

    I have a personal prejudice against video lessons, too. Call me old-fashioned (what the hell, I am old fashioned) but I like to read lessons, then go back and review sections if necessary. I hate having to watch a video for 20 minutes to get to the three minutes I want to review.
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  • Profile picture of the author Diver's
    We have a really good discussion here. For me i prefer having both sales copy that keeps the prospect interested. Cleverly produced video like the 'Video Boss' sample, keeps an energetic levels in the air and somehow would produced - 'clinched the deal' effect to the person in front of the screen.
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  • Profile picture of the author Mitt Ray
    A video is really quick. Some people don't have all the time to go through the entire copy and they need to read something quickly. This is when your video will come into work.

    People who have the time and want to know everything will read the entire copy and learn everything about it and those who are busy will go through the video. The video also has the time which lets the person know how long it's going to take.

    This will let them know how long it's going to take them to understand the product beforehand and they will watch it if they have the time.
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  • Profile picture of the author patricialin
    There are 2 kinds of videos that you can place on your salescopy:

    1. Sales video
    2. Product walk through video

    Both help to boost conversions as your prospect gets to hear/see you or your product and that builds credibility for you, especially if your prospect has never heard of you.

    Secondly, it makes your sales process transparent and well, "seeing is believing" so your prospect is likely to believe that your product works for them.

    Like it or not, a video appeals to people who have a short attention span and who can't afford to read your whole copy.

    You should always test your copy with or without the video (that you prepared) to see which works as different niches respond differently.
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