Video Sales Letters
There are three basic ways to communicate your message online, by using text, by using sound, and by using images (whether static or moving images).
Video can combine all these elements and can communicate your message most effectively. However, it may not always be the most appropriate.
Years ago, while I was managing a multi million dollar development in a certain metropolitan area, I was involved in negotiations with the City involving a multimodal station the City was planning to build on the property next to where our development would be located.
This particular multimodal station involved the building of a parking deck, as well as a bus and train station. It was designed to reduced parking problems throughout the City. People could park their cars or motor bykes and take the bus, or catch a train, or take take a taxi. It was my first exposure to multimodal systems.
In internet marketing, we also talk about intermodal systems of communication, using text, voice recordings, and videos. We can combine them all to create our message.
Using Video Sales Pages
Long-copy sales letters are common when selling products that cost perhaps $45 and more, or for memberships that require an ongoing commitment. But when video became more accessible, it was particularly appropriate for product costing $200 or more.
Marketers started using video sales letters for less expensive products, but they were not as careful in their copywriting and often diluted their sales message.
Copywriting is required for video sales letters as much as it is required for long-copy sales letters. You would dare to pay for a 30 second commercial on television that was adlived; you would create a script and rehearse it, until you were sure you could deliver the message adequately, particularly if you are a car salesman.
Combining Video and Text
Some marketers seem to believe, and perhaps they have tested it, that using a video that has not text or clickable links until the end of the video is most effective to get people to listen to the entire message before they buy or leave. It is a logical assumption that people would be more likely to be distracted if there is other information on the page.
Other marketers like to take advantage of the added SEO value of the text, that makes the sales page more likely to be found by search engines. In those cases, you may have video intermingled with a long-copy sales letter. This approach also makes sense.
I recommend that test your own sales letter to see which works better for you.
When Not To Use a Video Sales Letter
Video sales letters are much more demanding than text-based sales letters. In fact, to create a video sales letter you should start by creating a text sales letter that you can use as a script.
If you are producing products, it may be best to get them out in the market place as quickly as possible. If you are working on your master piece product, you should pull every punch and test all possibilities to have a successful product launch.
Remember that once you have a sales letter, even if it is short copy, you essencially already have a script. If you are working on a series of products, you may separate your production steps and launch the text-based sales pages first, and later, as you create them, you can launch your video pages. You can then test them to maximize your profits.
How to Create a Video Sales Letter in under 1 Hour
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