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Jay Douglas and Terry Telford recently recorded a tell-all TeleClass that showed attendees how to create and produce high performance sales videos for their websites. The following excerpts were taken directly from the TeleClass.
Jay Douglas and Terry Telford Reveal How To:
ēHow To Create A High Performance Sales Video
ēHow To Make Sure Your Video Is A Success And Not A Flop
ēSoftware And Hardware Tips
How To Create A High Performance Sales Video
So whatís actually on the video? Is it a really quick summary of what would be on the sales letter? Whatís the content there?
Well basically I tell them what Iím going to tell them, tell them, and tell them what they have to do to take action. Iíll go over the sales letter and see what the features are; Iím not worried about the benefits. In traditional copywriting, they tell you to tell them what the benefits are; youíre going to have a lovely home and youíre going to get all the things you want in life and blah, blah, blah. Well, look, I have 60-90 seconds and Iíve got to tell the people, Ďlook, this is what youíre going to get with this product, this is what itís gong to do for your business, this is what itís going to doÖ a, b, c, d, youíre going to get this and this.í It is a short, tight synopsis of what is on the sales page. Then people can look at the video and say, Ďyou know what, Iím really interested in this, Iím going to read the sales letter to get more information about this.í
Then you have a really targeted person that is on your web page. They see the video and you do your 60-90 second ďschpealĒ and well, theyíre not going to read the rest of the sales page. And my point is, they probably wonít 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 ĎIím going to blow your socks off.í Itís unbelievable, itís not credible and people donít have time for it.
How To Make Sure Your Video Is A Success And Not A Flop
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 youíre saying goes completely against my copywriting training: donít sell the sizzle, sell the steak.
So in a video, youíre doing the absolutely opposite, focusing on the features instead of the benefits. Youíre doing it opposite to what your sales page is doing.
Thatís true, and Iíve done for example, videos for major copywriters like Mike Fortin, the copywriting king, but the videos that Iíve done for him have all been in the vain that I told you. I talked features, what youíre going to get, what this is gong to do for you, whatís the bottom line, what am I getting at? Thatís what people want to know in the 60-90 second realm. Now, as I said, once they watch your video, then they become qualified; Ďwell, yeah, Iíd like to get some more information on that.í Theyíll 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 theyíre really interested in what you have.
But if you come off with a video that says Ďoh, weíre going to give you the lifestyle that you want and youíre going to be walking the beach with 15 Tahitian girls,í they donít want to hear that. That video is not going to sell, guaranteed.
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.
This is true. This is true. And actually, we started testing videos that are on a squeeze page and they say, Ďhereís the video, hereís the headline, hereís the sub-head;í and itís either got an order button or a sign me up for more information button. Thatís it.
Wow, so you just eliminate all the copy and have the video do all that for you!
Yes, and we found this, believe it or not, very effective. The reason is, that people donít have time, theyíre too busy, or the baby starts crying; the phoneís ringing; people have short attention spans. Hit the video, they say Ďoh I like thatí or ĎI donít like that,í and youíve got a really targeted person coming out of that funnel.
Thatís 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 whoís very detailed oriented can go ahead through the copy, but basically that videoís going to sell for you. People are getting to scroll down to the order button, theyíll read the copy or theyíll disqualify themselves and hit the back button.
And move on, exactly.
Software And Hardware Tips
Excellent. I think what we should do Jay, before we go on down the vein of the actual purpose and what the video is doing for us, maybe we can backup and get a little bit more technical and look at what kind of software, and hardware we need to get this video going. Letís look at the hardware first; what do we need hardware-wise?
Obviously you have to have a computer and if it has Windows XP on it [I donít know anything about Macintosh so Iím speaking only to the Windows people and I hope that doesnít tick some people off that are on the call], but Iím a Windows guy. Windows XP, you already have the software on your computer that you need to make videos and itís called Windows MovieMaker. It is almost like a step child of the Camtasia Studio Suite. Camtasia Studio, itís a $300. program; that will do a little bit more than Windows MovieMaker but Windows MovieMaker is a free program and has a phenomenal set of capabilities, itís pretty straight forward. Once you get in there and start playing around with it, youíll see itís quite easy.
When you first open it up any program, it looks a little bit daunting if you donít know what youíre doing; youíre not familiar with it. Get in there and play around with it a little bit, youíve got everything you need right there.
The only other thing you really need to start making your own videos is a microphone and there are three kinds. There is the desktop microphone you can move around on your desktop, the headset microphone and then whatís called a Lavaliere microphone. Of course the headset is just strapped on your head with the earphone and a little mouthpiece. The Lavaliere is what you see the newscasters wear on TV, NBC, ABC news; they have a little tiny black microphone thatís clipped right on their shirt or blouse. When they talk, it picks up really well. You can get it at a place like Radio Shack for $10, $15, $20.
I recommend the one with the headset with the boom microphone on it. Something from Plantronics is a good buy; also Logitech has good microphones like that. Once you have the microphone, speak into it, Iím just talking about doing what they call Screen Capture Videos. That is, you can combine things that you put up in PowerPoint, still photographs, you can even combine moving video, live video into it. But thatís all the equipment you need to make what I would call Screen Capture Videos.
Now of course if youíre going to make a live motion video then youíll need a video camera. One of the biggest fallacies that Iíve discovered when 99% of people talk about Ďletís make videos,í they think automatically, ĎIíve got to stand in front of a video camera.í Thatís not the case. If you want to do that you can, but if youíre going to be producing your own video, then of course youíre going to need the camera, but there are massive amounts of video on the internet you can purchase; you never need to touch a camera.
You can purchase the raw video; if you want a video of a fireman or a video of a mother with a child, or whatever video you want; you can combine that video with your still shots, with your graphics, with whatever you want to say, and put those in a Screen Capture type of video and do very, very well with it.
Okay, so we really have two different ways of going about things and almost a third way with a combination. We can go into Screen Capture Video, where everything is done right on the computer, we donít need the video camera. Or, if I want people to actually see what I look like, and I want to sit there and talk for a few minutes, I can record myself on my video camera and then I can use that. Then, somewhere in between, I could combine it so you can see what I filmed on my video camera combined with a PowerPoint and some stock video, is that right?
Thatís right. Hang on a second, is that my competition I hear breathing on the phone? Iím just kidding. Let me tell you this though. There is a caveat. Even if you buy a camera, if you get in front of it and youíre notÖ you know, some people can sing but they should only do it in the shower. My partner, John Ward, whoís in Scotland, is very, very good in front of a camera, heís a natural; some people could get on video, you just point a camera at them. But if you are not photogenic or donít come across well, you can do yourself more damage trying to get on the video yourself than if you just went on and went with the screen capture we talked about earlier. That is one point to consider. I think this way, youíve either Ďgot ití or you donít. When you come across on camera youíre trying to sell the audience and if you just donít come across well; no disrespect, some people just donítí look good on camera, they donít come across well, they donít get that good feel, then you shoot yourself in the foot before you ever get started. Do you see what Iím saying?
END OF REPORT.
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