Does video REALLY increase sales as much as they say? (secrets I personally learned and tested)

Hey guys,

I wanted to write this post as I am semi-new around Warrior Forum but wanted to offer some value in my area of specialty that has really changed the way I operate my internet business now.

In this post you will learn what makes a super-potent sales video and more importantly what makes a poor one (so you avoid the mistakes of paying thousands for a video that doesn't convert!).

You see six months ago I had a MAJOR problem.

I couldn't for the life of me figure out if video was going to increase the sales on my websites or not. It's being hyped so much right now and I didn't want to buy into it.

When you have a startup site or even if you have a successful, high converting sales website it's easy to fall into the trap of the latest gimmicks that all those gurus are touting as the next big thing (case in point: social media).

So I decided to experiment for myself (i.e breaking all the rules and testing my own theories) and long story short: video marketing changed my business (and life!).

I tested 3 different versions of a video that my team and I produced on a standard sales page selling an ebook.

Without a video and just a standard text-based sales copy I was selling around 2-3 ebooks a week.

Video 1 made me LESS sales over a 7 day period (1 sale).
Video 2 made me around the same sales over a 7 day period (2 sales).
Video 3 made me exactly 8 sales over a 7 day period!

WHOA! That was an average 266% increase in sales.

NOTE: I don't own this site anymore but it is still making around the same
sales with no other changes.

So what did video 3 have that the others didn't?

Well I actually thought video 3 would perform the worst! As it went against
all the wisdom and knowledge that everyone suggested made a good sales video.

Here are the 4 secrets of a potent sales video I discovered:

1. Flashy stuff DOES NOT work

Video 1 and 2 had sound effects, background music pumping, graphics and all sorts of flashing cool looking elements designed to entertain.

Video 3 had simple, bold text illustrating the main points. It wasn't
flashy, but kept the viewer engaged by really driving home the benefits
of the product.

Lesson: Don't be fooled by the alluring awesome effects that you think look cool. You are there to sell your damn product and make cash NOT look cool.

2. Call out your customer FIRST

It's important to hook your viewer (target customer) the very nanosecond they click play.

That mean's saying "Hey, Do you have x problem?" or something like that.
Once you speak to the viewers PROBLEM then he will listen to the next
10 or so seconds.

HINT: Always enable AUTOPLAY so that when they land on your site BOOM!
they are called out and are ready to listen to you.

Lesson: Speak to the customers problem first

3. Would you do that in person?

One of the things I tried on video 1 and 2 was minimal talking and maximum flashing graphics and sounds.

On video 3 I pretty much spoke the whole time and envisioned the prospect
sitting in front of me.

The vibe on vid 3 was more of a personal chat between me and the prospect
NOT a "Hey look at us and how awesome we are" video.

So when designing your own video or getting someone to do it for you make
sure that everything you say and do you would do it as if the prospect
was sitting right in front of you at a meeting.

Lesson: If you wouldn't say/do that in person - don't do it on the video.

4. The prospect doesn't care

Leading on from all the previous lessons always remember that the prospect
is a super selfish individual that does not care about you, who you are,
how much money you made, where you come from, how cool your product is or ANYTHING unless you show them how it's going to benefit them immensely.

So your video should always focus on THEM and THEIR BENEFIT not on YOU.

Lesson: Put the spotlight on your customer, not you , your business or
your product.

BONUS LESSON:

ALWAYS always always have a STRONG CALL TO ACTION at the end.

Wether it is "Click the BUY NOW button", "Fill out this form", "Call us here" or whatever it is - always end with a super strong call to action so they do what you want them to

That's about it. I thought that a few of you may be interested in this as I haven't seen anyone else out there talk about these huge mistakes that people make.

I've now made over 80 videos for websites and sales pages. If you can't be bothered making your own… click my signature at the bottom to check out some examples of what I am talking about.

Or shoot me a PM for more info.

I would love to hear others thoughts and experiences with video!

Good luck

Cheers

Ryan Smillie

PS. I really REALLY enjoy making these. So much so I do it full time now for others. If you really want a vid for your site email me about a special warrior price.