Using videos in your copy.

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).

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.

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.

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.

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!

Great info here guys !!

if everyone is migrating to video sales copies, go with textual copy and test it out.. it can't hurt

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.

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.

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.

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.