I’m in the middle of testing a Video Sales letter versus the more traditional long copy sales letter for one of my niche sites. My gut is telling me that the video version is going to kick the long copy version’s ass.
Anyway, here’s my “rough cut” after a couple hours work on thursday afternoon.
Couple notes:
* This came out a bit longer than I was expecting. I don’t think it being a half hour long is a total dealbreaker since there’s good content in there, but I’ll most likely try to do a shorter version as soon as I get the chance and run a split test.
* When I do do the shorter version I’ll most likely cut down the description of what’s in the bonuses, cut or move the “stop freaking out” slide and go through my notes to find places I can slice out content during the 7 deadly sins section.
* I also am going to think about how to position the 7 Deadly sins better, possibly putting more juice on the idea that you WILL commit these sins if you don’t have this product.
* Originally I was planning on “reading” a bunch of notes I’d typed up as I went through the letter. By my third time stopping and starting the VO though it became apparent that just doing some prep work and “knowing what I wanted to say” before getting to the slides was a better option.
* Yes, I talk really fast. Wanted to have a nice mix of energy and clarity in this vid. Definitely have the energy but there are places where I swallow my words too much. Then again, perfect is the enemy of good. That’s for v 2.
I misread your post and so I think you already answered my first question.
One of the things that I have been thinking lately is that people’s attention span is increasingly becoming worse… and so the sales message has to be compelling and entertaining.
And so with the video sales letter then perhaps, the customer can be engaged better than just plain text.
Two books that I thought were very insightful about how to do a great presentation where:
1. Presentation Zen: Simple Ideas on Presentation Design and Delivery by Garr Reynolds
2. The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience by Gallo
The most compelling case for this approach is the example of how Al Gore took a topic that most people would find boring and created an award winning presentation that captivated people worldwide.
Recently, I did a split test where the squeeze page had a video … with “A” being the video with a bit of uplifting intro music and then me talking over the music (with the music volume lowered). “B” being the video without the music (same exact video). The music increased opt in % by over 16% with that simple change. Just thought I’d share that.
Great work.
You and I met at the system seminar a few years back (I was a speaker on one of the breakout sessions)
Good to hear from you. I remember you well and have been following your stuff online. I think the vid sales letter can be a great way to engage an audience, especially if it’s both entertaining and informative. Like the master Gary Bencivenga says, “Make your advertising itself useful.”
Chris "Mr. Moneyfingers" Haddad...
Results-based marketing consultant, frankly-awesome direct response copywriter, strangely good dancer, capitalist hippie and all around great guy. On this site he shares all sorts of tips and tricks on how to make good money in bad times... opines fiercely on things that matter to him and occasionally goes a tad bit nuts. Plus he can do that thing with his eyebrow.
cris chico February 3rd
did you write out a script or a skeleton letter before doing the video or did you just open keynote and start working on it right away
cris chico February 3rd
chris,
I misread your post and so I think you already answered my first question.
One of the things that I have been thinking lately is that people’s attention span is increasingly becoming worse… and so the sales message has to be compelling and entertaining.
And so with the video sales letter then perhaps, the customer can be engaged better than just plain text.
Two books that I thought were very insightful about how to do a great presentation where:
1. Presentation Zen: Simple Ideas on Presentation Design and Delivery by Garr Reynolds
2. The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience by Gallo
The most compelling case for this approach is the example of how Al Gore took a topic that most people would find boring and created an award winning presentation that captivated people worldwide.
Recently, I did a split test where the squeeze page had a video … with “A” being the video with a bit of uplifting intro music and then me talking over the music (with the music volume lowered). “B” being the video without the music (same exact video). The music increased opt in % by over 16% with that simple change. Just thought I’d share that.
Great work.
You and I met at the system seminar a few years back (I was a speaker on one of the breakout sessions)
Chris Haddad February 3rd
Hey Chris,
Good to hear from you. I remember you well and have been following your stuff online. I think the vid sales letter can be a great way to engage an audience, especially if it’s both entertaining and informative. Like the master Gary Bencivenga says, “Make your advertising itself useful.”
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YOU