Underestimated sales booster in videos (20% bump in testing)

8 replies
For those who don't know me -- I'm the mad marketing scientist. In other words, we've tested thousands of things.

Here's a recent breakthrough for us in sales letter videos:

ADDING MUSIC.

So far it's won 2 out of 2 times and boosted conversions about 20%.

**** MY THEORY ON WHY IT WORKS ****

I've edited movies and I can tell you that movies are LIFELESS without music. Most people don't notice the soundtracks but they are really what brings out the emotion in a movie.

Why would it be any different?

Here's a couple of pointers:

1. Only use ROYALTY FREE music. Buy the tracks you want to use "google royalty free audio" or "stock audio".

2. Put the RIGHT music to the RIGHT section so you're amplifying your message. Putting corny music or cheesy tracks is NOT going to boost your conversions.

3. Mix it in the background. The voice over should NOT be overpowered. The voice should always be upfront.

4. Take the time and time the entries and exits of the music. FADEOUT the piece at the end.

5. The music is only on about 20% of the entire video. In other words, about 25 seconds out of every 2 minutes of video sales letter.

Hope this helps!
Matt Gallant
The Mad Marketing Scientist
#20% #booster #bump #conversions #sales #underestimated #video sales letter #videos #vsl
  • Profile picture of the author raffman999
    Great share Matt, thanks.
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  • Profile picture of the author BrianGroan
    I agree in my review videos I always use background music to try and but the buyer in a better mood.

    I used some music by Rihanna once really quietly in the background and the video got took down haha
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  • Profile picture of the author BurtL
    Music sets the atmosphere for the whole video. But it has to be used subtly.
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  • Profile picture of the author Frank Donovan
    Originally Posted by Matt Gallant View Post

    So far it's won 2 out of 2 times and boosted conversions about 20%.
    You could be right, but for a scientist, that doesn't sound like much of a survey to warrant any kind of conclusion.
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    • Profile picture of the author Matt Gallant
      Originally Posted by Frank Donovan View Post

      You could be right, but for a scientist, that doesn't sound like much of a survey to warrant any kind of conclusion.
      2/2 doesn't sounds like a lot. But keep in mind that there was THOUSANDS of views to each test (so the tests were statistically valid). So the right of the execution of the idea does work. And 20% bump on a control is always something to be excited about.
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  • Profile picture of the author evilsaigon
    Wow i honestly never paid attention to this factor. I just realized all the high-end products that i bought do have some form of background music, or theme music in their promotional videos, and it always gave me a subconsciously more professional impression of that seller.

    I guess this works as a bonus add on strategy to expand its potential, but cant be used as the main content in your selling. But i got to admit it works wonders as an add-hoc. Great info here!
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  • Profile picture of the author Kurt
    Hey Matt,

    Way back in 2000 (?) Ken Evoy reported he tested adding music, when everyone said not to, and he reported it increased conversions as well.

    BTW, I'm friends with Matt, he's been to my home when I lived in Las Vegas, and he's the real deal.
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  • Profile picture of the author Matt Gallant
    Thanks Kurt!
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