Video Sales Letters: Do you see people leaving once the "pitch" begins?

by rimam1
20 replies
Hey guys,

I recorded my first power-point style VSL (it was created by a top-notch Warrior... PM me and I'll tell you who) It's currently 40 minutes, and in my analytics, I see that people watch it to the 20 minute mark, which is when the free information ends and the "pitch" begins.

I just wanted to know if that's typical. I'm assuming it is, because in a written sales letter, people would scroll down to the price and leave the page if they aren't interested.

Of course, I'll have to refine my targeting and ad copy via split-testing so I have a perfect market-to-message match, but other than that, I'm wondering if I need to do something differently to get them to stay around for the pitch.

Thanks!
Raza
#begins #leaving #letters #people #pitch #sales #video
  • Profile picture of the author Mr. Subtle
    Originally Posted by rimam1 View Post

    I recorded my first power-point style VSL (it was created by a top-notch Warrior... PM me and I'll tell you who) It's currently 40 minutes, and in my analytics, I see that people watch it to the 20 minute mark, which is when the free information ends and the "pitch" begins.
    The best book I read last year was "Pitch Anything" by Oren Klaff.

    Klaff pitches deals worth multi-millions of dollars. All of his pitches are under 20 minutes. He says you can't keep anyone's attention for longer than that. The people watching your VSL may not be leaving because that's when the pitch is starting, they may be leaving because you've hit their maximum attention span.
    Signature

    {{ DiscussionBoard.errors[8455761].message }}
  • Profile picture of the author BrianMcLeod
    You're speaking at a seminar.

    100 people in the room when you step up to the mic to speak.

    Instantly, 40 get up and walk out.

    Over time, another 30 excuse themselves.

    By the end, you're down to 30 people, and depending on the venue 10-20 buy.

    Did that suck?
    {{ DiscussionBoard.errors[8455876].message }}
    • Profile picture of the author rimam1
      No, that's actually a good thing...

      I learned LONG ago "professionals sort, amateurs convince"

      If 70% of the people walk out, I know that they're not interested in what I have to sell anyway. So I figure out how I attracted them... and STOP ADVERTISING THERE and focus on where I got the 30%.

      As far as the length, I'll see what I can cut out. Thing is, I really like the script, and everything flows together well, so I don't know if I should cut certain things out.

      Raza
      {{ DiscussionBoard.errors[8455903].message }}
      • Profile picture of the author Mark Pescetti
        Originally Posted by rimam1 View Post

        As far as the length, I'll see what I can cut out. Thing is, I really like the script, and everything flows together well, so I don't know if I should cut certain things out.
        Never, ever mistake liking copy - with copy that's effective.

        It doesn't matter how much you like your copy. It either works or it doesn't.

        From your initial testing, what kind of conversions are you getting? Hard numbers?

        It's fine for people to leave when the pitch begins - UNLESS they really are your ideal customers and your copy failed to connect with them.

        If you're not converting at all, yeah, test different traffic. If that doesn't convert. It's back to the drawing board.

        Quick note on liking copy:

        When you get attached to copy because you think to yourself, "This sh!t is good. How will people NOT buy? And man, I got this really kick ass copywriter to put it all together. How could it not work?!?!"

        And then it doesn't work.

        You want to avoid any unnecessary pain by judging copy on its effectiveness alone.

        At the end of the day...

        There is no good copy. This is no bad copy. It's either effective or it's not.

        As I always say:

        Results don't lie. (But your results are giving you a tremendous opportunity to refine or even redefine your approach.)

        Mark

        P.S. I've learned that taking on copywriting projects and NOT securing 10% on the backend is horrible business - for all involved. If my copy doesn't convert and we've gone through the meticulous process to write it, the client's investment earned a big fat zero ROI. That happens - even to the hottest A-Lister Copywriters. If you have that 10% on the backend, there's always incentive for BOTH of you to figure out where the copy faltered.

        But that only works in relationships where the marketer can absorb redoing a video and/or VSL.
        {{ DiscussionBoard.errors[8456114].message }}
  • Profile picture of the author RickDuris
    Originally Posted by rimam1 View Post

    Of course, I'll have to refine my targeting and ad copy via split-testing so I have a perfect market-to-message match, but other than that, I'm wondering if I need to do something differently to get them to stay around for the pitch.
    You can tease them into watching the entire video, you can scare the sh*t out of them or you can implicitly threaten them throughout the video to keep them engaged.

    A simple tactic, but it's effective.

    "Please, this is important: I don't know how long I'll be able to keep this video up before jackboot government thugs pound down my door and force me to take it offline. Just like they did with Snowden's website host. So watch this entire video until the very end..."

    The overall strategy is keep the viewers attention throughout the entire video, not just at the beginning.

    Sounds kinda obvious after you've watched a few boring ones.

    - Rick Duris
    {{ DiscussionBoard.errors[8456208].message }}
  • Profile picture of the author daavid3
    What are you using to track user activity? Just google analytics or something else?
    {{ DiscussionBoard.errors[8458973].message }}
  • Profile picture of the author ThomasOMalley
    Definitely test...40 minutes long though...I'd leave pretty fast too but testing is always the answer.
    {{ DiscussionBoard.errors[8459035].message }}
  • Profile picture of the author James Fame
    Maybe the pitch itself didn't create enough of a cognitive dissonance or inspire enough desire. Or maybe you closed the loop on the free information and curiosity levels dwindled. Something went wrong, and as you said, "professionals sort." So you gotta start tweaking and get more people to stay.

    James Fame
    Signature

    Fire me a pm if you have a question. I build businesses and provide consulting. I do not do finance/money/internet marketing niches. Fitness, self-improvement and various others are welcome.

    {{ DiscussionBoard.errors[8459164].message }}
  • Profile picture of the author davemiz
    40 min VSL?

    LOL.... probably about 15 min too long

    20-25 min i think are the sweetspot. maybe 30

    but people are leaving the moment the video starts, till the end.

    use wistia and get some stats to see for yourself.
    Signature

    “Judge your success by what you had to give up in order to get it.”
    ― Dalai Lama XIV

    {{ DiscussionBoard.errors[8464482].message }}
    • Profile picture of the author Daniel Scott
      Originally Posted by davemiz View Post

      40 min VSL?

      LOL.... probably about 15 min too long

      20-25 min i think are the sweetspot. maybe 30

      but people are leaving the moment the video starts, till the end.

      use wistia and get some stats to see for yourself.
      Dave, I know your offers are killing it with cold traffic, so please know this comes from a place of respect.

      However, I think for some offers longer vids work better.

      In our market, the two guys getting (as far as I can tell) biggest traction with their VSLs are Vin Di Carlo and Tao of Badass. Both have HUGE vids (I think Tao's is 45 minutes long).

      If it's a compelling 45 mins, bring it on.

      The question none of us know the answer to is just how compelling it is, because we don't have the VSL in front of us.

      Maybe something at the 20 minute mark is making people drop off for some reason.

      Originally Posted by Mr. Subtle View Post

      The best book I read last year was "Pitch Anything" by Oren Klaff.

      Klaff pitches deals worth multi-millions of dollars. All of his pitches are under 20 minutes. He says you can't keep anyone's attention for longer than that. The people watching your VSL may not be leaving because that's when the pitch is starting, they may be leaving because you've hit their maximum attention span.
      End Of America was 90 mins long IIRC and it was one of the most successful promos Agora's done in ages.

      Having said that, there's a ton of pacing there that matters. If you don't include the set up etc then maybe the actual "pitch" is only 20 mins. I haven't read the book yet so I don't know how he defines it.
      Signature

      Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

      {{ DiscussionBoard.errors[8468600].message }}
  • Profile picture of the author Mark 99
    Length has nothing to do with it most of the time, I have seen 50 min plus videos convert really well. We tested a VSL that was 52mins vs the same shortened copy which ran around 30 mins and the longer version won hands down... All comes down to the open and if it leads them down the road to buy. But as Mark P said conversions are what matters most.

    Can I ask what the engagement rate is? normally over %35 is a good mark to hit.
    {{ DiscussionBoard.errors[8464816].message }}
  • Profile picture of the author Lance Johnson
    I'm with Mark - we tested a 30 minute and 60 minute version of a financial promo and saw a pretty decent increase (around 27% if I recall) for the 60 minute version.

    One note on the Oren Klaff reference. I loved his book and thought it had terrific ideas. I'm sure his methods work brilliantly for him, in his settings with his audiences. BUT always test things with your market and letter. It's really easy to be convinced by anecdotal evidence. Unless they can show you their data or you have your own it's just another variable to be tested.
    {{ DiscussionBoard.errors[8464972].message }}
  • Profile picture of the author Sean Fry
    Originally Posted by rimam1 View Post

    Hey guys,

    I recorded my first power-point style VSL (it was created by a top-notch Warrior... PM me and I'll tell you who) It's currently 40 minutes, and in my analytics, I see that people watch it to the 20 minute mark, which is when the free information ends and the "pitch" begins.

    I just wanted to know if that's typical.
    Yup. Typical. Remember that VSL's are essentially sales pitches masquerading as "content," so of course as soon as you reveal what the video is actually about, some people are going to leave. No biggie, comes with the territory.

    Would you mind posting the url for the video?
    {{ DiscussionBoard.errors[8466516].message }}
  • Profile picture of the author Mark 99
    Raza,

    15% is very low. In my experience anything less than 25% is poor. You are probably right, you are not hitting the target. Hard to know without seeing it...
    {{ DiscussionBoard.errors[8468611].message }}
    • Profile picture of the author Matt James
      Does your buy button appear as soon as the pitch begins?

      Don't forget people "leave" when they click the buy button too. (Whether they go onto buy from your order form is another matter.)
      {{ DiscussionBoard.errors[8468764].message }}
  • Profile picture of the author Don Grace
    Length does not matter. A buddy of mine writes for the Agora financial division and he just beat one of their very established controls with a 90 min VSL.

    I give incentives for people to watch until the end.
    {{ DiscussionBoard.errors[8468801].message }}
    • Profile picture of the author Mark Pescetti
      Originally Posted by Don Grace View Post

      Length does not matter. A buddy of mine writes for the Agora financial division and he just beat one of their very established controls with a 90 min VSL.

      I give incentives for people to watch until the end.
      Again, length is irrelevant.

      If the copy pulls the viewer/prospect in, they'll watch. If the copy fails to resonate or it babbles on about something that could easily be cut out, it isn't the length, it's the execution.

      The whole "is this too long?" conversation needs to end. Seriously.

      Effective copy works at whatever length it ends up at. If you focus on length when you're writing, you'll sabotage your campaign.

      Mark

      P.S. I'd love to see the new control Don. PM me if you can share it.
      {{ DiscussionBoard.errors[8468879].message }}

Trending Topics