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Why Video Sales Letters Convert Better....

by shawnlebrun
4 replies
I was just rereading the transcript from this interview that
Dean Jackson and Joe Polish did with Jon Benson, the grand
daddy of VSLs.

I'm always asked by marketers or students why VSLs work and Jon does
such a good job at explaining why....

Episode 044:The one with Jon Benson (video sales letters) « I Love Marketing

I actually made my first video sales letter back in 2005 or so, well before
many folks were using them.

Even though it says this was uploaded in 2008, it was made in 2005 or
so.

The thing is, it was too short to "sell" by itself so i actually
tested it at the top of a longer form sales letter... and it bombed,
so I dropped it. Since the written was converting over 2%, I
never got around to testing a longer version.


these days, VSLs are everywhere!
#convert #letters #sales #video
  • Profile picture of the author rimam1
    Good post Shawn.

    I watched the video and it did a really good job of capturing my attention and relating to me. I'm not overweight, but I was impressed with the change you were able to make in 63 days.

    The script was really convincing, but I thought the voice didn't match what I expected you to sound like (having spoken to you on the phone, I know how energetic, friendly, and conversational you are). So I think the voice, tonality, and general lack of enthusiasm of that guy hurt conversions.

    I've seen some VSL's pull it off really well. Like Gain 15lbs of Muscle in 60 Days | The Case Against Creatine The guy speaks a bit faster, is more convincing, and just seems like he's actually talking to me.

    This guy does a good job at it too: Free Hypothyroidism Treatment Presentation

    I could be wrong, but a great script, delivered in a so-so manner could lead to disappointing results.

    I plan on testing VSL's myself for sure.

    Raza

    P.S.
    Those are non-affiliate links... just good VSL's that I've recently watched
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  • Profile picture of the author wrcato2
    Screw Video Sales Letters... Pitch 'em Instead

    Do video sales letters actually convert better than written sales letters? The truth be told I did a little research on the subject a year ago and found that for low cost products that they do do better.

    On higher end products over $100 they didn't. I really don't know why there really wasn't enough tested data that was tracked or that I can find.

    One problem could be is that there are still many area's that do not have high speed internet service if you live in rural area's. Those people are on dial up or ISDN. Like myself I have Hughsnet service and spend why more than and get way less.

    Now I have watch two or three VSL and found them boring. I would rather read them than listen to someone read it to me. They were pretty bad. think of Ben Stein as a VSL speaker. Big conversion drop right there.

    On the other hand I watch Marlon last week and found his video pitch pretty good. He had a pink hat on I believe and selling a 1990's video for $1.00 pretty creative using Gary Halberts "How much is it worth" method.

    So my advice, and it isn't worth much, stop reading your sales letters and start pitching them instead. Keep your VSL Short and leave the copy below the video. There are many products I might have bought but because of my bandwidth issue I couldn't watch the video.

    You might sell more products if you cater to both speeds. On the Internet that is the only handy cap.
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  • Profile picture of the author davemiz
    LOL.... you gotta test and let the DATA drive your decisions...
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  • Profile picture of the author travlinguy
    They don't convert if no one watches. I would have to be SUPER interested in something to click on a video. I just don't like video unless I know what it is. And auto-start video is even worse. There are a lot of people making videos that should find some other line of work. Long, drawn out boring gibberish seems to be the norm for many. Not all, but too many.

    Here's a little unscientific survey on video. http://www.warriorforum.com/off-topi...o-content.html
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