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Video Sales Pages = Drop in Demand for Copywriters?

by Ron Douglas
40 replies
Note: this is not really a pure copywriting discussion because it has more to do with general Internet Marketing trends and non-copywriters making money online.
With the trend towards video sales pages, do you think that copywriters are receiving less business?

Are there copywriters out there who specialize in writing copy for video presentations?

Has it become easier to get a sales page done by using video?

I realize that some people do it better than others, but to me it's easier to do a short video explaining an offer than to write 10 pages of copy.

What do you think?
#copywriters #death #pages #sales #video
  • Profile picture of the author Kathryn Mc
    Originally Posted by Ron Douglas View Post

    ... to me it's easier to do a short video explaining an offer than to write 10 pages of copy.

    What do you think?
    Why is this easier? Aren't you scripting the video?
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  • Profile picture of the author Richard Van
    I use video mostly now as they are less salesy butI find more effective. More impersonal. Copywriters will always be in demand and as you mentioned probably writing a lot of the scripts for the video's. I tend to use video with some copy underneath just incase the video doesn't quite convince them.
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  • Profile picture of the author Kathryn Mc
    Also, somewhere I read--maybe it was on this forum--that people thought the internet would cause the death of the printed media, but in fact, it has increased it. Perhaps there could be a similar phenomenon in this case.
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  • Profile picture of the author davewebsmith
    copywriters are craftsmen ... like graphic designers and coders .... they will always be in demand ... compliance issues with things like mobile internet access and other restictions like FLV files on an iphone will always force the markets to have alternatives

    some ppl wont watch videos, my dad for example loves youtube / my mom doesnt see the point of it

    copywriting is more than just sales letters ...

    Eg) Personally if i hit a site with a sales video and I cant skip forward to the end .. i leave the page because i dont have the choice but to listen to the sales pitch ...

    Much like a sales letter - i look at the product and flash over the the end and the price and decide

    i have never read an entire sales letter on a purchase descision
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    • Profile picture of the author Jay Lange
      Originally Posted by davewebsmith View Post

      Eg) Personally if i hit a site with a sales video and I cant skip forward to the end .. i leave the page because i dont have the choice but to listen to the sales pitch ...

      Much like a sales letter - i look at the product and flash over the the end and the price and decide

      i have never read an entire sales letter on a purchase descision
      This is EXACTLY what I do!

      If I feel I am not given a choice I immediately become defiant and leave the video regardless of the content. Well not exactly but it would have to be a REALLY GREAT product with absolutely fantastic reviews but there just aren't too many of those around.

      I rarely watch a sales video all the way through.

      With all due respect Ron, I have never seen one of your videos so perhaps I might be inclined to watch it in its entirety.
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  • Profile picture of the author davemiz
    hey ron, you still need to script the video.... and a good copywriter can DEF. help with that.
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    • Profile picture of the author wilsonusman
      Originally Posted by davemiz View Post

      hey ron, you still need to script the video.... and a good copywriter can DEF. help with that.
      I disagree with script videos. Online it's better to be natural and real.

      Yea you should know what you're talking about though.

      Nothing against you brother, it's just my personal opinion.
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      • Profile picture of the author Hans Klein
        Originally Posted by wilsonusman View Post

        I disagree with script videos. Online it's better to be natural and real.

        Yea you should know what you're talking about though.

        Nothing against you brother, it's just my personal opinion.
        Delivery is important. However, a script can be delivered in a compelling way with the help of a voice over artist... or you as the product creator might be able to do a decent job.

        At the same time, what a script (done the right way) brings to the table... is a thought-out, sales message put in a compelling way.

        In other words...

        If you're a good salesperson... and you've perfected your pitch from "in the field" trial-and-error... then yes... you might not find it necessary to create a script. You have your message down pat. However, for most projects this is not going to be the case.

        Just as most of the time creating a salesletter is spent on research and getting those core ingredients right... this needs to be done no matter what format you're using.
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      • Profile picture of the author MichaelHiles
        Originally Posted by wilsonusman View Post

        I disagree with script videos. Online it's better to be natural and real.

        Yea you should know what you're talking about though.

        Nothing against you brother, it's just my personal opinion.

        Yeah, all those pauses, gaps, ummmm, and aaahs included... natural and real... lol

        Hollywood actors and actresses are paid a lot of money for what they do, in part because getting in front of a camera and delivering a precise script while making it look natural is EXTREMELY DIFFICULT.

        "Looking natural" as an ad lib effort is usually more like "looking amateur".
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        • Profile picture of the author Paul Barrs
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          • Profile picture of the author Kevin Rogers
            Hey,

            Great conversation.

            (Forgive me if I repeat any key points made already as I'm in a time pinch and couldn't read the entire thread as closely as I'd like to just now.)

            I want to demonstrate a couple of quick points about the difference between text v. video and scripted v. unscripted video presentations.

            As far as the idea of the copywriter being "dead" in regards to sales videos, I'm sure that's been covered here (Carlton wrote an excellent piece on his blog about this recently as well)... but there's really no discussion.

            An effective sales video is the result of effective copy. Period. I don't think any sane marketer would argue with that, but here is some actual proof I've been able to provide through recent projects...

            1. A well-established fitness client with a 7-year control ad who was (at first) reluctant to test video, put up the text version of my video script as a standard long form sales letter. The result was an instant 29.4% spike in conversions.

            (Side note: He did this without telling me. Which is good because I would have certainly made adjustments to the script as a text only letter based on my preconceived notions about the different appeals).

            Then we made it into the video sales letter and his conversions shot up another 66% -- literally overnight.

            Big lesson: Strong hooks and targeted appeals are vital in any medium, but if it works as text, it will likely KILL IT with video.

            2. On the MobileMarketing campaign, Adam had the same issue with video a lot of marketers do (especially if they enjoy making videos)... they believe following a script, however loose, will make them come off stilted. Like a pitchman instead of a casual guy offering good info.

            And yes, reading directly from a script can make you sound stiff -- if you do a stiff read. However, stiff reads are more of a personality issue than they are a scripting issue.

            If you're a stiff, you could hire Quentin Tarantino to write you script and guess what... you'll still be a stiff. (In which case your best bet is to hire voice talent or embrace your stiffness as your own personal hook)

            But if you have a big personality, then you'll be able to follow a script and still make it feel loose and spontaneous... while eliminating the risk of stuttering along or venturing onto any side roads on the path to action.

            The greased slide is still king in video, maybe more so. Making sure you keep your viewers on it requires carefully considered and well written copy.

            That will never change.

            KR
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        • Profile picture of the author NicoleBeckett
          Originally Posted by MichaelHiles View Post

          Yeah, all those pauses, gaps, ummmm, and aaahs included... natural and real... lol

          Hollywood actors and actresses are paid a lot of money for what they do, in part because getting in front of a camera and delivering a precise script while making it look natural is EXTREMELY DIFFICULT.

          "Looking natural" as an ad lib effort is usually more like "looking amateur".
          Beat me to the point! I spent years working as a TV reporter, and, unless I was interviewing the mayor (or someone else who was super-confident speaking on camera), I discovered that most people cannot talk on camera and just 'act natural'. Staring into a camera can be awfully intimidating for some people. Couple that with just trying to talk off the cuff, and you've got a recipe for disaster. There were plenty of times I would discuss the topic off-camera with interview subjects while my photog was setting up, and when they told me they were nervous, I would tell them not to worry, and to simply tell me what they just told me off-camera. As soon as the red light came on, they froze, even though they were experts on the subject.

          Don't get me wrong - I think video's a great idea - IF it's done properly. Otherwise, you're going to look awkward, and no one's going to stick around to watch it.
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      • Profile picture of the author Marty S
        Originally Posted by wilsonusman View Post

        I disagree with script videos. Online it's better to be natural and real.
        Good in theory, but its a rare individual who can pull this off and sound professional and fluid. In reality, most off-the-cuff productions range from irritating to unbearable.

        Practicing your script a few times and using proper emphasis in your tone will not only be more effective, but sound more natural too. There is nothing contrived about practicing a well thought-out message.
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  • Profile picture of the author DavidO
    A video script is sales copy. You can't do without copy whether it's video or print. Of course it's applied differently in different media but copywriting is not going away.
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      • Profile picture of the author Ron Douglas
        Originally Posted by Paul Barrs View Post

        Umm, ok, what's on your video then? Most people use words...
        That's a brilliant revelation Paul

        My point is, I think people are more likely to do the sales video themselves instead of hiring a copywriter which results in less business for copywriters overall. It just seems like a more optimal (and less expensive) alternative.

        There are some significant differences between a video sales presentation and written copy. There is more to it than just repeating a sales page in verbatim while recording a video.

        That also brings me back to the other question from the OP:

        Where are the copywriters who specialize in writing video copy?
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        • Profile picture of the author davewebsmith
          Originally Posted by Ron Douglas View Post

          Where are the copywriters who specialize in writing video copy?
          As in making the video / copy / pitch

          Most good copywriters dont also make the website and layout the logo and and ..

          Its a part of the complete picture ...

          The copy just change media ...
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        • Profile picture of the author David Raybould
          Originally Posted by Ron Douglas View Post


          Where are the copywriters who specialize in writing video copy?
          Most of us can do it no sweat...

          A good video script is basically a super-efficient
          salesletter, with even more of the extraneous
          stuff removed.

          If you're looking to get something done, speak
          to Kevin Rogers.

          He did the video stuff for Mobile Monopoly,
          and it's been the biggest Clickbank launch
          in history.

          You can find him at LaunchCopyGurus.com ?

          Hope that helps.

          -David Raybould
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          • Profile picture of the author Lance K
            Originally Posted by Ron Douglas View Post


            Where are the copywriters who specialize in writing video copy?
            Originally Posted by David Raybould View Post

            Most of us can do it no sweat...

            Sounds to me like there may be a niche opportunity there for the taking.

            Everybody loves a specialist.

            Kinda like how Jay White became the go-to guy for email/autoresponder copy. Jay White Is Your Go-To Source For Autoresponder Copy!
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        • Profile picture of the author Marty S
          Originally Posted by Ron Douglas View Post

          My point is, I think people are more likely to do the sales video themselves instead of hiring a copywriter which results in less business for copywriters overall. It just seems like a more optimal (and less expensive) alternative.

          ...

          Where are the copywriters who specialize in writing video copy?
          Agreed. In fact I recently did a video script for a fellow warrior's upcoming launch and had a look back on the finished copy and thought, wow - this is decent sales copy! Something that I would have normally farmed out.

          On the other hand, I have had to pay closer attention to the video script now as I do realize how important the process of conversion has to be worked into the visuals.

          Right now, even if I did hire a copywriter, I would certainly have to edit it for the visuals I have planned in my head. In the end, making videos is forcing me to be a better copywriter, so in that respect I am doing more of the work myself.

          I would love to hear a communication process between a video producer and copywriter though. I would likely learn how to collaborate better on future projects.
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    • Profile picture of the author MikeHumphreys
      Originally Posted by DavidO View Post

      A video script is sales copy. You can't do without copy whether it's video or print. Of course it's applied differently in different media but copywriting is not going away.
      Bingo.

      The other thing is, it depends on the niche. Some niches respond better to print salesletters instead of video.

      I'm working on a client project right now that is a 16 page direct mail letter being mailed to their target market. The first mailing will be over 100,000 pieces with an increased rollout once the initial headline testing is completed.

      Legendary copywriter John Caples said best: "Times change, people don't".

      Video is the hot media now but copywriting (aka salesmanship in print) will always be in demand.
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      • Profile picture of the author Anonymous Affiliate
        Originally Posted by MikeHumphreys View Post

        Times change, people don't
        Man what a GREAT quote!
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      • Profile picture of the author Ron Douglas
        Originally Posted by MikeHumphreys View Post


        Video is the hot media now but copywriting (aka salesmanship in print) will always be in demand.
        I agree with you Mike. The "Death of" title wasn't meant to be taken seriously. It's just for discussion, which is why I phrased it as a question.

        But, in your opinion, do you think people are more likely to do their own salespage video than to hire a copywriter?
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        • Profile picture of the author MikeHumphreys
          Originally Posted by Ron Douglas View Post

          But, in your opinion, do you think people are more likely to do their own salespage video than to hire a copywriter?
          Good question.

          In my opinion, it boils down to two major reasons why they'd do it themselves:

          1. Lack of budget or tight cashflow to hire a top-notch video or copywriting pro.

          2. Ultra-short deadline... as in they need to launch the product yesterday.

          I think the one thing that alot of marketers overlook when looking at the gurus' video only salesletters... most of them are pretty good copywriters themselves. I'm talking about well-known marketers like Frank Kern, John Reese, Yanik Silver, Eben Pagan, etc.

          Getting good at writing copy was an integral part of how they got to the level of success that they currently enjoy.

          Even when they do a video only salesletter, they're using a solid script that sells their product.

          Anyways, that's my take on it.

          Take care,

          Mike
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        • Profile picture of the author Mike Anthony
          Originally Posted by Ron Douglas View Post


          But, in your opinion, do you think people are more likely to do their own salespage video than to hire a copywriter?
          They are more likely to either do it themselves or hand the whole shebang to someone else with video production experience - Not a salespage copywriter. This isn't simply writing copy. Its an entire production. With sales pages the delivery is the text. with video you can have great words and mess it up with lousy screen presence and delivery.

          Half the time in Internet marketing its coming across as real and genuine that sells so if you are already that theres the temptation to just be who you already are without words being fed to you that may end up coming across as canned (due to delivery)
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  • Profile picture of the author Hans Klein
    Go to Clickbank.com... look at the top selling products with Power-Point sales videos (the health and fitness market is a good example)... and then follow the script...

    What you will find is that it IS a salesletter. The same exact words that would go in a salesletter are being read out loud. Even headlines do their job inside the landing page.

    A salesletter is just a format. What's important is not the format. It's the salesmanship. This is what a copywriter worth his/her salt brings to the table.
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  • Profile picture of the author Anonymous Affiliate
    In my opinion, since in a video you can empower your words with pictures and actual presentations of what your product is about, you don't need to have such a crafty copy.

    Think in terms for films vs. books: no one can read through a BORING book, and many people would watch a boring film is there are awesome special effects on it. Conclusion: in video, the script is less important than in printed sales letters.
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    • Profile picture of the author Kathryn Mc
      Originally Posted by Anonymous Affiliate View Post

      In my opinion, since in a video you can empower your words with pictures and actual presentations of what your product is about, you don't need to have such a crafty copy.

      Think in terms for films vs. books: no one can read through a BORING book, and many people would watch a boring film is there are awesome special effects on it. Conclusion: in video, the script is less important than in printed sales letters.
      I think this means that there is a greater margin for error in a video, since a human being is more intrinsically compelling than a screen of words. So, yeah, you can be a little less thoughtful about your words in a video. But still, without carefully composing a script, or at least, fleshing out the talking points thoroughly, I'd worry that I was shortchanging my product.

      Ron you must be a very charming extemporaneous speaker!
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    • Profile picture of the author Rex Wright
      [Think in terms for films vs. books: no one can read through a BORING book, and many people would watch a boring film is there are awesome special effects on it. Conclusion: in video, the script is less important than in printed sales letters.[/QUOTE]

      This only works for about three days. Then everyone finds out the movie sucks from friends. The movies we all remember not only had great scenes that can only be delivered by the big screen, they have great writing that tells a story. Without a good story (and that means a great script) the story falls flat.

      We all know of great actors that did bad films - films you can't watch bad. Those films are bad not just because of cinematography but bad scripts. You can't bring dead words to life; even with great acting.

      In other words, no matter how good your video skills are, without a great script it's still not going to work. Not only that, you have to do more with fewer words in video media. Movie scripts are much shorter than books so every single word counts.

      In the end the demand for video increases the demand for good writing. Just like the demand for paper went up with the popularity of computers. Everyone thought the electronic office would kill printing things. But what everyone discovered is that there is just no replacing words on a page.
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    • Profile picture of the author MilesT
      Originally Posted by Anonymous Affiliate View Post

      In my opinion, since in a video you can empower your words with pictures and actual presentations of what your product is about, you don't need to have such a crafty copy.

      Think in terms for films vs. books: no one can read through a BORING book, and many people would watch a boring film is there are awesome special effects on it. Conclusion: in video, the script is less important than in printed sales letters.
      This is like comparing Brittany Spears to Dire Straits. With one you'll get a lot of T and A and sparkle, the other you get great writing. One will win a lot of awards, one will eventually move to a one-piece, end up on probation and start doing bar gigs in Tijuana.
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  • Profile picture of the author Barry Unruh
    How did you get them to your video sales page? Somewhere along the line they read "something". The more effective that "something", the more effective the video sales page.

    To me it only appears copywriting has stepped to the side in the form of a little shorter prose used to get people to a video close.
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  • Profile picture of the author subster
    Hmm, i don't think that it is the death. Me, for example prefers to read. If i see a sales page without text and just a video, i loose the interesst
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  • Profile picture of the author darnoc92
    I think the reason why video is replacing written copy is because almost anyone can write to try and sell something, but the minute you put a real face saying what you are trying to sell it seems to add more credibility. Only people that believe in what they are selling will put their face to it.
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  • Profile picture of the author Kevin_Hutto
    I think its like anything... Top level copywriters will always have a place and make great money... I think it will marginalize a lot of the low to mid level guys though... As long as people can get video sales pages to convert.
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  • Profile picture of the author Ashley Wright
    We had this discussion a few months back

    http://www.warriorforum.com/copywrit...ing-dying.html
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  • Profile picture of the author Raydal
    Originally Posted by Ron Douglas View Post

    With the trend towards video sales pages, do you think that copywriters are receiving less business?
    I've seen a slow down in business but I wouldn't say that videos
    are the cause but the slow economy. I've received the same
    amount of queries but most people shy away from my fees.

    There are no EXTRA skills needed to write video copy compared
    to normal written copy. Listen to any infomercial and you're
    listening to a sales letter dictated.

    Aren't copywriters taught to "write like how you speak" and to
    "make your letter sound conversational"?

    -Ray Edwards

    P.S. For the newer copywriters: you should NEVER admit in a public
    forum that business is slow for you, it makes you appear amateurish
    and less 'in demand'.
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    • Profile picture of the author Jill Carpenter
      Originally Posted by Ron Douglas View Post


      I realize that some people do it better than others, but to me it's easier to do a short video explaining an offer than to write 10 pages of copy.

      What do you think?
      Yes, I agree. Quick video is much easier.

      Originally Posted by Kathryn Mc View Post

      Why is this easier? Aren't you scripting the video?
      No. Bullet points maybe to remind me what needs to be covered, but writing out 5-10 minutes of pure script? Not for the majority of what I've done.

      Originally Posted by Ron Douglas View Post

      I usually write some bulleted talking points and just start speaking. I hit pause, gather my thoughts and talk some more. IMO, it's easier.
      Yes. I don't even hit the pause button - lol. Easy to keep going and just cut out parts after the fact unless I get too far off base.

      Originally Posted by DavidO View Post

      A video script is sales copy. You can't do without copy whether it's video or print. Of course it's applied differently in different media but copywriting is not going away.
      Well, the script if done in a free form is not there until it's been said. That copy is not necessarily toiled over. I agree that copy writing is not going away - but it very well may have taken a hit.

      Anyway - that video for the war room in my sig had no script. In fact, I followed a really simple formula that just requires one to get out the 4 main points:

      1. who am I
      2 what do I have
      3 why do you need it
      4 how do you get it

      I did the below video 2 times - and the second take was the one I decided to toss up.

      I have other videos I've used for opt-ins, and for sales - and done in the same type of fashion with no written "script" but just some outlines.

      If I have to read a script to deliver my message, then I likely don't know my product well enough and need to work on me - not the script.

      I'm not saying I will never use a script - I do have something I'm working on that does not show my face so a script is appropriate - but for most of what I do I don't like to read or sound like I'm reading as far as sales videos go.
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      • Profile picture of the author James Clark
        Well the word on the street is AIDA is pretty much dead. I'm making a nice piece of change when I not playing golf, and that is most of the time.

        I have friends who are selling online and making money just talking to people with plain and simple common sense.

         Most marketers have figured out that a benefit is invisible (that is peace of mind) and everything else is a feature.

        To me its that simple. Why would you need a Copywriter for that? The truth is this not my grandmother's internet.
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        • Profile picture of the author Raydal
          Originally Posted by James Clark View Post

          Well the word on the street is AIDA is pretty much dead. I'm making a nice piece of change when I not playing golf, and that is most of the time.

          I have friends who are selling online and making money just talking to people with plain and simple common sense.

           Most marketers have figured out that a benefit is invisible (that is peace of mind) and everything else is a feature.

          To me its that simple. Why would you need a Copywriter for that? The truth is this not my grandmother's internet.
          I disagree. AIDA is foundational to selling anything at anytime
          in any generation.

          In whatever way you choose to do it how could you sell to
          someone whose attention you don't have?

          How can you sell to someone who is not interested in what
          you have to say.

          How can you sell to someone if they don't desire your product.

          How can you make a sale if they don't take action?

          I read your blogpost from your signature and interestingly your
          post used AIDA to say that AIDA doesn't work anymore.

          I would maintain that you cannot sell without AIDA.

          -Ray Edwards
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          • Profile picture of the author James Clark
            Well we disagree! From own personal experience, I wouldn't give two cents in Chinese money for "AIDA" for the twenty first century. Just for the record, I have twenty year of experience in Marketing and that is the way that it is taught.

            As matter of fact, I taught it that way for years myself.

            If you read the post, I clearly said if you don't have a marketing department!

            I'm talking about a start up.
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