Would you rather watch an engaging video that really tells the story and illustrates very quickly and easily how a product works, or would you want to plow through a detailed sales letter, that might or might not get to the point? Obviously, the video would be the answer most people would give.
If people are interested in the topic of your product or your service, they will take a look at your video, as long as the video is not too long in duration. Usually if you keep the video under three minutes, you are on safe ground. Any longer and you run the risk of a phone ringing or them being interrupted by some other outside influence.
Even a two minute run of your video is usually sufficient to cover the main points of your item, and then you can refer to a website which could have your sales letter attached to provide more detail of your offer.
As powerful as video is, it seems to work better as a complement to text rather than as a replacement for it. If you combine video and text, it always out-pulls one or the other, hands down. Split testing has shown that using long form structures can generally work better for text than for video. If you think about it: a video is supposed to be stimulating and engaging to watch and the minute it starts to get boring, people tend to you just turn it off.
Now on the other hand, text is supposed to be interesting and tell you what you need to know; but when it starts to get boring, readers can generally just skip a few sentences or paragraphs ahead. So if you try to sell with just a video, then you're losing the main advantage of text. And if you just try to just sell with text, you lose the advantage of having video, as it entertains viewers and reduces the bounce rate. So obviously the answer is to use both in sales letters.
With a video, it is very easy to show how a product works, what color it is, how large or small it is, and how it fits into the normal routine of things. If you have a product or a service that requires some steps to go through, to make it function, the video easily walks the customer through a demonstration. Videos are more personal, and it is easier to emotionally bond with your audience because you can speak with authority about the subject at hand. If a person is interested in your topic, or subject, then they are likely to watch the video.
If people are interested in the topic of your product or your service, they will take a look at your video, as long as the video is not too long in duration. Usually if you keep the video under three minutes, you are on safe ground. Any longer and you run the risk of a phone ringing or them being interrupted by some other outside influence.
Even a two minute run of your video is usually sufficient to cover the main points of your item, and then you can refer to a website which could have your sales letter attached to provide more detail of your offer.
As powerful as video is, it seems to work better as a complement to text rather than as a replacement for it. If you combine video and text, it always out-pulls one or the other, hands down. Split testing has shown that using long form structures can generally work better for text than for video. If you think about it: a video is supposed to be stimulating and engaging to watch and the minute it starts to get boring, people tend to you just turn it off.
Now on the other hand, text is supposed to be interesting and tell you what you need to know; but when it starts to get boring, readers can generally just skip a few sentences or paragraphs ahead. So if you try to sell with just a video, then you're losing the main advantage of text. And if you just try to just sell with text, you lose the advantage of having video, as it entertains viewers and reduces the bounce rate. So obviously the answer is to use both in sales letters.
With a video, it is very easy to show how a product works, what color it is, how large or small it is, and how it fits into the normal routine of things. If you have a product or a service that requires some steps to go through, to make it function, the video easily walks the customer through a demonstration. Videos are more personal, and it is easier to emotionally bond with your audience because you can speak with authority about the subject at hand. If a person is interested in your topic, or subject, then they are likely to watch the video.
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