Video Sales Letters Working For You?

41 replies
I've done some searching on the WF but can't really come up with any real data on this matter.

I just finished watching "Video Sales Letter" by Ryan Diess and I'm still left wondering if these type of sales letters actually work. I'm going to put one together regardless and split test it myself but I do have my reservations.

I don't see very many people adopting this format in smaller niche markets. On ClickBank it seems it's only prevalent in the MMO and fitness niches.

I'm not arguing for or against this format but merely want to see what others have to say. Opinions are welcome but I'd much rather empirical data.

Cheers,
Matt
#letters #sales #video #working
  • Profile picture of the author Jacer
    I have found they work well in the IM niche, but not so well outside of it (meaning the conversion ratio is the same or lower)
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  • Profile picture of the author Sup3rskunk
    not working for me, I am about to try something else
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  • Profile picture of the author Jerky
    I've only seen them in the same niches, too.

    Personally, the annoying the living daylights out of me. Especially the long ones. Scratch that: Especially the long ones that last about 20 minutes without any clickable options appearing until the video finishes.

    My response: The back button.

    Actually, my real response is a 20-minute rant, but in the interest of time (and my sanity), I'll skip it

    But here's my response to myself: "Who cares what I think, I'm one guy out of five billion. If the numbers work out to the contrary, do it. Heck, I'd do it too if it meant higher conversions."
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    • Profile picture of the author Barry Goss

      Yes, they ARE working... and incredibly well.

      This 15-minute presentation, in reference to profiting with interviews, has increased our conversions by about 10%:

      Free Presentation: Profitable Online Content Creation | Presented by Heather Vale
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      • Profile picture of the author Matt.Lake
        Originally Posted by Barry Goss View Post


        Yes, they ARE working... and incredibly well.

        This 15-minute presentation, in reference to profiting with interviews, has increased our conversions by about 10%:

        Free Presentation: Profitable Online Content Creation | Presented by Heather Vale
        That's actually not the best example, given it's in the IM niche as already discussed.

        Just sayin'.
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        • Profile picture of the author Heather Vale
          Originally Posted by Matt.Lake View Post

          That's actually not the best example, given it's in the IM niche as already discussed.

          Just sayin'.
          Actually, my product might be something that will help people who own a business or are marketing something online, but it's not, strictly speaking, in the "IM niche."

          It's about content creation... I don't teach them about the process of marketing at all. I teach them how to create high-quality content. Yes, the content created through my techniques will be more profitable if marketed correctly (whether through online or offline means)... but that doesn't make the product about marketing, or just of interest to the IM niche.

          Jus' sayin'.

          People who do focus solely on the IM niche tend to lose sight of the fact that running a business is not just about marketing. Marketing is only one process... content creation is another, which is what I teach. And, of course, there are many more facets of a successful business.

          We wrote about that recently, actually:
          M-O-N-E-Y Is Foreign to Most ‘Marketers’

          But back to which niches the VSLs work in... both Keith Wellman and Ryan Deiss, who have taught the process more than anybody else, have had loads of success in other niches too, including fitness, golf, and numerous others. Both of them are big on doing and testing and tweaking... so I'd trust their results more than somebody in this forum saying "It only works in the IM niche" without giving any examples of what didn't work in what niches, or showing us their work (as somebody else pointed out, if your voice or delivery sucks, or you sound bored, it won't be as effective as if you're passionate and engaging... regardless of the niche).

          So until someone comes in here showing us their VSLs that didn't work, so someone with experience can tell them WHY it didn't work (rather than assuming it's the niche), I'm going to take those claims with a grain of salt.

          Again... jus' sayin'.

          cheers
          Heather
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          Heather Vale Goss, "The Unwrapper"
          Top Online Interviewer-For-Hire (for Qualifying Clients)
          Conduct Profitable Content-Rich Interviews with Interviewing Unwrapped
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          • Profile picture of the author Barry Goss

            And, to give a validating follow-up to what Heather is saying below...

            One of the biggest, most successful, and thriving financial publishers operating today now uses VSLs in 90% of their ongoing promotions.

            They've increased their conversations like mad... how do I know?

            Because I spoke to their sales manager last week and he confirmed: "We're beginning to think the reason it works so well is because a) people want to be led by the hand and b) they want to feel like they know who's making the pitch. The video, with audio, accomplishes both."

            I have to agree!

            Here's one of their VSLs in action:

            S&A Alliance




            Originally Posted by Heather Vale View Post

            Actually, my product might be something that will help people who own a business or are marketing something online, but it's not, strictly speaking, in the "IM niche."

            It's about content creation... I don't teach them about the process of marketing at all. I teach them how to create high-quality content. Yes, the content created through my techniques will be more profitable if marketed correctly (whether through online or offline means)... but that doesn't make the product about marketing, or just of interest to the IM niche.

            Jus' sayin'.

            People who do focus solely on the IM niche tend to lose sight of the fact that running a business is not just about marketing. Marketing is only one process... content creation is another, which is what I teach. And, of course, there are many more facets of a successful business.

            We wrote about that recently, actually:
            M-O-N-E-Y Is Foreign to Most 'Marketers'

            But back to which niches the VSLs work in... both Keith Wellman and Ryan Deiss, who have taught the process more than anybody else, have had loads of success in other niches too, including fitness, golf, and numerous others. Both of them are big on doing and testing and tweaking... so I'd trust their results more than somebody in this forum saying "It only works in the IM niche" without giving any examples of what didn't work in what niches, or showing us their work (as somebody else pointed out, if your voice or delivery sucks, or you sound bored, it won't be as effective as if you're passionate and engaging... regardless of the niche).

            So until someone comes in here showing us their VSLs that didn't work, so someone with experience can tell them WHY it didn't work (rather than assuming it's the niche), I'm going to take those claims with a grain of salt.

            Again... jus' sayin'.

            cheers
            Heather
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            LWL Media
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  • Profile picture of the author Keith Gilbert
    What works really well for me is short video ad + a short sales letter. Works like crazy in several different niches!
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    • Profile picture of the author spennyc
      Originally Posted by Keith Gilbert View Post

      What works really well for me is short video ad + a short sales letter. Works like crazy in several different niches!
      I agree with this. I think people are so used to seeing at least some sales copy that if it's only a video, they feel like something is missing.
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    • Profile picture of the author tht222
      Originally Posted by Keith Gilbert View Post

      What works really well for me is short video ad + a short sales letter. Works like crazy in several different niches!
      Bingo. I seriously don't know why people still want 5000 word sales letters - it's not 1996 anymore and your visitors have seriously short attention span. Give them something short, good, and catchy and you have a chance of making a sale...
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    • Profile picture of the author Aj Wilson
      Originally Posted by Keith Gilbert View Post

      What works really well for me is short video ad + a short sales letter. Works like crazy in several different niches!

      Me too...

      12% - 19% fluctuating conversion ratios with Short Copy & Sales Video,

      Dont get discouraged by what people say,
      "I hate this, I hate that, I hate no controls etc, etc."...

      Test it out in your niche and let your Prospects
      tell you what works and what doesn't...

      the only real way is to play
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      • Profile picture of the author Joe Mobley
        I personally hate no-control videos. I feel like I'm being roped into an online Amway meeting. Unless there's a handgun involved - not happening.

        However, I think AJ Wilson's recommendation and the general tilt of this thread is the best.

        Originally Posted by Aj Wilson View Post


        Dont get discouraged by what people say,
        "I hate this, I hate that, I hate no controls etc, etc."...

        Test it out in your niche and let your Prospects
        tell you what works and what doesn't...
        I usually indicate the time of the video in my text.

        "You may find this short, less than 3 minute video on chainsaw vasectomies enjoyable."


        Joe
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        • Profile picture of the author All Night Cafe
          They work well and also convert. I do think they
          are best for info products in IM. But make no
          mistake they work.

          Why would there be so many of them, otherwise.

          I perfer a small video and sales letter. I know others
          would like the same.

          I still need to read, video gets boring.
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          • Profile picture of the author Super Affiliate
            Originally Posted by All Night Cafe View Post

            They work well and also convert. I do think they
            are best for info products in IM. But make no
            mistake they work.

            Why would there be so many of them, otherwise.

            I perfer a small video and sales letter. I know others
            would like the same.

            I still need to read, video gets boring.
            I guess it really depends. Some people like to read and some people like to watch... like me. But in general, more people like to watch. I can only tell by how fast YouTube grow.

            Joe
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  • Profile picture of the author PaulaC
    Personally I'm not into watching videos so if I see a sales page with only a video on it, I just hit the back button. I don't want to have to sit watching a long video. I like to scan info quickly which is why I prefer text. You can't scan quickly with a video.
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  • Profile picture of the author dremora
    Put both text and video on the same page.
    Some people loathe video sales letters, especially the long ones. They prefer skimming through a text, following it with mouse etc. Some people hate reading and prefer visual/audio. Give them both, let them pick whichever they like.
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  • Profile picture of the author ZaraK
    Give them a choice. I, personally, will not watch videos, and if all you have is video, well, I won't be buying your stuff.

    Other people don't like to read and prefer videos.
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  • Profile picture of the author Matthew Iannotti
    I'm doing a vid with a sales letter. 9.00 EPC so far
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  • Profile picture of the author TimGross
    What I don't hear people talk about is the multiple ways there are to hurt response with voiceover video sales letters. For instance:

    1) Do you (or whoever is talking) have a decent speaking voice? It doesn't have to sound professional, but it has to be listenable.

    2) Is your video semi-educational, or just hypey? If your viewers feel like they're learning something, that's very different from having them feel like they're being sold to.

    3) Is your script tight, or is it rambling and not focused?

    ...And there are many more variables that can affect response as well, of course. So really, asking "will a video sales letter get better response than a written sales letter?" is impossible to answer, there are too many variables.

    I absolutely think it's worth testing for yourself, but I think it's one of those things where results don't apply across the board.
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    • Profile picture of the author Richnana
      TimGross , I am going to send your link for the Wordpress training videos to a fellow warrior. I can not find the WordPress Training PDF that I used on another computer. One of the warrior posted about the steep learning curve for Wordpress so your signature file answers a need that many Warrior have. Thanks for sharing.
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  • Profile picture of the author Super Affiliate
    It's just my opinion but if the video sales letter doesn't work, would any of the gurus do it? If they are still using the video sales letter, don't you think there's a reason why? As for me, they sold me on two products so far... Jeff Walker's Product Launch Formula and Frank Kern's Underachiever. Nothing recent though..

    Joe
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    • Profile picture of the author helisell
      Write a great sales page....well as good as you can...

      Then do a screen recording of YOU going through the sales page. You can do a great selling job with even very weak copy.

      This method allows you to emphasise certain points, skip over others and give
      YOUR version of what you intended to say.

      Now split test like this:

      1 page with the sales letter
      1 page with just the videos
      1 page with the video at top and copy below.

      I won't tell you which one works best....you'll HAVE to split test it.



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  • Profile picture of the author Scott Kennedy
    How do people feel about using a video to pre-sell an affiliate product?
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  • Profile picture of the author Regional Warrior
    I have both on mine and it works very well after adding a sales video as AJ says test and more testing till it works
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    • Profile picture of the author Scott Lundergan
      Here is another style of video sales letters that is short and
      combines both talking head video AND text.

      I call it the "Video Sales Letter 1-2 Combo" so it's not just a
      talking head, nor is it just text on a PowerPoint, but using the
      copy on the right side and the person on the left with multiple cuts.

      Here's a blog post where I wrote about how I make it work and link
      to an example of one that I did recently with a local client of many years.

      Video Sales Letter “1-2 Combo” | Website Video Marketing Products and Solutions

      Hopefully you find some value in that post.

      All the best,

      Scott
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      • Profile picture of the author Vogin
        Don't guess, test it. I'm being troubled by this question too, that's why I'll create a video sales latter and I'll find out...
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        • Profile picture of the author Mbullard
          Almost every single one of the replies can be boiled down to one thing: options.

          Give people options and they will be much happier. Some choose to read, others choose to watch. Some will watch a 20 minute video, others will watch for 2 minutes then skip to the end. Some won't watch but read every word, others will skim text.

          So, make sure they have text to read, video to watch (including video controls to skip ahead), and test test test.

          Give the people what they want, make them happy, and they will buy whatever you want them too.
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      • Profile picture of the author Heather Vale
        Originally Posted by Scott Lundergan View Post

        Here is another style of video sales letters that is short and combines both talking head video AND text.

        I call it the "Video Sales Letter 1-2 Combo" so it's not just a talking head, nor is it just text on a PowerPoint, but using the copy on the right side and the person on the left with multiple cuts.

        Here's a blog post where I wrote about how I make it work and link to an example of one that I did recently with a local client of many years.

        Video Sales Letter “1-2 Combo” | Website Video Marketing Products and Solutions

        Hopefully you find some value in that post.

        All the best,

        Scott
        Hey Scott,

        Your Danny Bonaduce-type spokesperson is certainly engaging... but in this type of "1-2 Combo" I see it actually being somewhat of a detriment.

        See, my understanding of the purpose behind the classic Ryan Deiss / Keith Wellman style VSLs (words ONLY on the screen, or maybe the odd still pictures) is that the brain is forced to pay attention and read along with the words. No distraction, no mind wandering, so the "viewer" gets the message instantly.

        With "Danny" standing to the left, moving his arms and speaking in such an animated way, I'm torn between watching him and reading the words. My visually-oriented mind still wants to read, but on the other hand I can't stop watching "Danny". This confusing distraction makes it harder to take in the message completely.

        I do like the professional look though, so I'd be really curious to know if you've split tested this against a plain ol' words-only VSL, and what the conversion differences were.

        After all, one thing that struck me that I heard Ryan say (and I think he tests A LOT) is that the uglier and more basic your VSL, the better the conversions.

        Your thoughts?

        cheers
        Heather
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        Conduct Profitable Content-Rich Interviews with Interviewing Unwrapped
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  • I tested it on a 30 page sales letter. Busted my BUTT on this thing..It took the whole weekend to put it together..ran the test for about 2 weeks and guess what?

    Conversions for the video vs the sales letter was EXACTLY the same! It didnt increase conversions one bit.

    Thats the only part I HATE about testing is when you test something BIG like this you could bust your butt for NOTHING. But you never know when you are going to run a test and hit the jackpot!
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  • Profile picture of the author EdmundLoh
    Hey Matt,

    I used to be very skeptical about video sales letters until a friend of mine (with a horrible voice, tho) proved me wrong 2 years ago. He recorded his own presentation on powerpoint and rendered it into a 40 minute video sales letter for a $497 product I was to promote for him. I told him bluntly it's not gonna work but would still help him out by virtue he helped me with promoting my own product.

    Guess what? Surprise surprise... the video actually converted! It's nice to be wrong and have a high 4-figure commission. :-)

    I've been a convert since. I've been using sales videos as often as I can, and it works better in place of a traditional sales letter (faster to do and easier too) for high ticket products i.e. $297 - $497 and above.

    Hope your testing finds you awesome results!
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    • Profile picture of the author Justin Jordan
      In a former life, I produced television commercials, and if you're going to do video salespages (I personally can't stand them, but I appreciate that they work), then have a script and practice your script before you record.

      Seriously, write down what you want to say, and practice reading it until you've gotten through the whole thing without stopping. Then record yourself, then listen to yourself and re edit the script to get rid of dead weight, then do it all over again. Rinse and repeat until awesome.

      Yes, it takes longer, but you're going to annoy people watching your thing a whole lot less.
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      • Profile picture of the author Marty S
        With regards to empirical data, I think there is a boat-load of evidence that more and more users want video. For sales letters specifically however, there will always be people who prefer to read because of their current mood, their internet connection, the size of their screen, etc. etc.

        Could you lose sales without a video? Sure you could. Could you lose sales without a sales page? I think so as well. Are you capitalizing on all opportunities by having only one or the other? Surely not. You can easily get your sales page professionally converted into a video for as little as $200. So really, why not?

        Even if I am in the mood to read, I still like to know that a video is there, even if I only play a few seconds of it. One of the major benefits of this is having YOUR personality come to life, even if you only use your voice. I want, no.... demand that there be a personal connection with the presenter of the video so that I know someone is putting their personal stake in what they are marketing.

        If there is no name, picture, or honest voice associated with the product, I am immediately more skeptical. That's just me.
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      • Profile picture of the author Heather Vale
        Originally Posted by Justin Jordan View Post

        In a former life, I produced television commercials, and if you're going to do video salespages (I personally can't stand them, but I appreciate that they work), then have a script and practice your script before you record.

        Seriously, write down what you want to say, and practice reading it until you've gotten through the whole thing without stopping. Then record yourself, then listen to yourself and re edit the script to get rid of dead weight, then do it all over again. Rinse and repeat until awesome.

        Yes, it takes longer, but you're going to annoy people watching your thing a whole lot less.
        Hi Justin,

        I used to work in TV too, so I appreciate what you're saying... but the standard VSL is the full-word script on a PowerPoint screen, so it can just be read as you record. Practice still helps, but it's not as important as with live-action video, or point-form PowerPoint presentations.

        There shouldn't be any re-editing of the script, though. If you follow the formula (or mimic other successful ones) while making the slides, there should be nothing that needs to be taken out. Reworded, perhaps, but there won't be dead weight if it's done right.

        cheers
        Heather
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  • Profile picture of the author iSoftware
    Originally Posted by Matt MacPherson View Post

    I've done some searching on the WF but can't really come up with any real data on this matter.

    I just finished watching "Video Sales Letter" by Ryan Diess and I'm still left wondering if these type of sales letters actually work. I'm going to put one together regardless and split test it myself but I do have my reservations.

    I don't see very many people adopting this format in smaller niche markets. On ClickBank it seems it's only prevalent in the MMO and fitness niches.

    I'm not arguing for or against this format but merely want to see what others have to say. Opinions are welcome but I'd much rather empirical data.

    Cheers,
    Matt
    The only empirical data you need will come through Google Website Optimizer (lol).

    In other words, just SPLIT test it! The time spent gathering secondary data you can get primary data which can't be beat.

    I'm will you. I like to get my info first. But then I realized the time I spent scouring for data, I could just "earn while I learned" through testing - that's the power of online business....low R& D costs....

    By the way I saw that same product and am putting the 12-step process to work ASAP.
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  • Profile picture of the author Jonathan Browne
    I think the biggest problem with a lot of video sales letters is the person on the mic doesn't really have a compelling and charismatic voice.

    You need to have a persuasive and compelling voice that keeps people interested.

    That being said, if any of you would like a video sales letter made contact me with a pm including your email address and we can work out a rate. I have quite a good recording setup and a very compelling voice. Just give me your existing sales copy and i'll give you a video that will actually keep peoples attention instead of boring the hell of them.
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  • Profile picture of the author Dexx
    To me, asking the question "do video sales letters work for you?" is like asking "do squeeze pages generate leads for you?"

    There is so many factors involved other than just "using" a certain type of strategy.

    For example:

    1) The sales COPY used in the MESSAGE

    2) The LOOK/SOUND of your sales page / video (and this includes your voice...some people get turned off...or turned on...but the speakers voice...hence why some people earn a great living providing voice overs)

    3) Whether you have given a strong "whats-in-it-for-me" to your audience to stick around etc.

    Those that know how to use video to sell WILL outsell those that don't...and those that are awesome with WRITING copy can probably outsell those that are mediocre at producing sales videos...

    So whether something works for one person, doesn't really mean it'll get the same results for another person, unless they are using the exact same sales template, message, and offer to the exact same audience...

    It all ends up being relative to your abilities in the end.

    Least in my opinion it is! =P
    ~Dexx
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  • Profile picture of the author Deepak Media
    Originally Posted by Matt MacPherson View Post

    I've done some searching on the WF but can't really come up with any real data on this matter.

    I just finished watching "Video Sales Letter" by Ryan Diess and I'm still left wondering if these type of sales letters actually work. I'm going to put one together regardless and split test it myself but I do have my reservations.

    I don't see very many people adopting this format in smaller niche markets. On ClickBank it seems it's only prevalent in the MMO and fitness niches.

    I'm not arguing for or against this format but merely want to see what others have to say. Opinions are welcome but I'd much rather empirical data.

    Cheers,
    Matt
    I used video sales letter for my WSO and it worked wonderfully.

    This was the one I used:


    It's not even my voice and no fancy tools - just power point!
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    • Profile picture of the author WillR
      Originally Posted by Deepak Media View Post

      I used video sales letter for my WSO and it worked wonderfully.

      This was the one I used:

      YouTube - Broadcast Yourself.

      It's not even my voice and no fancy tools - just power point!
      HAHAHA. The guy in that video is talking WAY too fast. It also shows a photo of the person suppose to be talking who is clearly Indian and he even says he is from India - yet the voice-over sounds like some over-excited American infomercial. Not the best fit of script and voice-over I have ever seen.
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  • Profile picture of the author lcombs
    There are a lot of excellent points being made here.

    I haven't read every post but I didn't see any about the different purposes of video sales ads.

    I have just posted my first one that is intended solely for the purpose of selling.

    Before now I have used them mainly for another avenue for backlinks.

    There is cool little site called QVO, (Quick Video Opt-in), that places a clickable link
    directly on the video.

    Many of you may have already seen these but just case I thought I'd pass it along.
    Jeff Johnson's Non-Stop Traffic

    Just my 2 cents worth.
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  • Profile picture of the author Brenden Clerget
    I don't think they're all that successful because a lot of people like to skim sales letters which is why you see the huge bolded headlines, so people don't actually have to READ through the entire thing.

    When watching a video, you have to watch it and they make you listen to the fluff and build up before they pitch you. It's hard to do videos right.

    If you do them right though, there's no issues with conversions, at least on my end
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