How To Create A High Performance Sales Video

Terry:

So whats actually on the video? Is it a really quick summary of what would be on the sales letter? Whats the content there?

Jay:

Well basically I tell them what Im going to tell them, tell them, and tell them what they have to do to take action. Ill go over the sales letter and see what the features are; Im not worried about the benefits. In traditional copywriting, they tell you to tell them what the benefits are; youre going to have a lovely home and youre going to get all the things you want in life and blah, blah, blah. Well, look, I have 60-90 seconds and Ive got to tell the people, look, this is what youre going to get with this product, this is what its gong to do for your business, this is what its going to do a, b, c, d, youre going to get this and this. It is a short, tight synopsis of what is on the sales page. Then people can look at the video and say, you know what, Im really interested in this, Im going to read the sales letter to get more information about this.

Then you have a really targeted person that is on your web page. They see the video and you do your 60-90 second schpeal and well, theyre not going to read the rest of the sales page. And my point is, they probably wont reach your sales page anyway; for the most part, people are getting away I believe from these 30, 40, 50 page long sales letters that talk about, I call it obnoxious things, like Im going to blow your socks off. Its unbelievable, its not credible and people dont have time for it.


How To Make Sure Your Video Is A Success And Not A Flop

Terry:

You know what Jay? This just blows my socks off! Because part of what I do is copywriting, so from a copywriting standpoint, I always sell in the benefits, I sell the sizzle, not the steak. What youre saying goes completely against my copywriting training: dont sell the sizzle, sell the steak.

So in a video, youre doing the absolutely opposite, focusing on the features instead of the benefits. Youre doing it opposite to what your sales page is doing.

Jay:

Thats true, and Ive done for example, videos for major copywriters like Mike Fortin, the copywriting king, but the videos that Ive done for him have all been in the vain that I told you. I talked features, what youre going to get, what this is gong to do for you, whats the bottom line, what am I getting at? Thats what people want to know in the 60-90 second realm. Now, as I said, once they watch your video, then they become qualified; well, yeah, Id like to get some more information on that. Theyll either bookmark your page or sit down and read it right then and go through that 10, 15, 30, 40, 50 page letter at their leisure because now theyre really interested in what you have.

But if you come off with a video that says oh, were going to give you the lifestyle that you want and youre going to be walking the beach with 15 Tahitian girls, they dont want to hear that. That video is not going to sell, guaranteed.

Terry:

Then the actual purpose for that video is not necessarily to sell the product, but to draw people into the sales letter; your video is actually acting as a surrogate headline.

Jay:

This is true. This is true. And actually, we started testing videos that are on a squeeze page and they say, heres the video, heres the headline, heres the sub-head; and its either got an order button or a sign me up for more information button. Thats it.

Terry:

Wow, so you just eliminate all the copy and have the video do all that for you!

Jay:

Yes, and we found this, believe it or not, very effective. The reason is, that people dont have time, theyre too busy, or the baby starts crying; the phones ringing; people have short attention spans. Hit the video, they say oh I like that or I dont like that, and youve got a really targeted person coming out of that funnel.

Terry:

Thats fantastic. So basically, the videos can be the summary, same procedure or the same purpose as what the headline would be. If you combine a 60-90 second video at the top of your web page, then continue on with your regular copy; for anyone whos very detailed oriented can go ahead through the copy, but basically that videos going to sell for you. People are getting to scroll down to the order button, theyll read the copy or theyll disqualify themselves and hit the back button.

Jay:

And move on, exactly.

-Master Resale Rights You keep 100 of the profit from every copy you sell
-Downloadable CD Download and listen at your convenience in your car or on your MP3 player
-Transcript in PDF format Print it out for easy reading and note taking
-Sales page Simply upload it and let it sell the package for you
-Thank you page for your customers to download the package Hassle free. Customize a couple links and upload the page to your server
-Legal Disclaimer and Terms of Service pages Gives your customers a feeling of security and peace of mind
-Graphics package for the HTML sales page Professionally designed graphics helps convert more visitors into customers
-Marketing kit to promote the package Saves you time and headaches trying to come up with your own promotional material

Order your copy of How To Create And Produce Killer Sales Videos with Master Resale Rights NOW