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How To Create A High Performance Sales Video

Terry:

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

Jay:

Well basically I tell them what I’m going to tell them, tell them, and tell them what they have to do to take action. I’ll go over the sales letter and see what the features are; I’m not worried about the benefits. In traditional copywriting, they tell you to tell them what the benefits are; you’re going to have a lovely home and you’re going to get all the things you want in life and blah, blah, blah. Well, look, I have 60-90 seconds and I’ve got to tell the people, ‘look, this is what you’re going to get with this product, this is what it’s gong to do for your business, this is what it’s going to do… a, b, c, d, you’re 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, I’m really interested in this, I’m 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, they’re not going to read the rest of the sales page. And my point is, they probably won’t 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 ‘I’m going to blow your socks off.’ It’s unbelievable, it’s not credible and people don’t 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 you’re saying goes completely against my copywriting training: don’t sell the sizzle, sell the steak.

So in a video, you’re doing the absolutely opposite, focusing on the features instead of the benefits. You’re doing it opposite to what your sales page is doing.

Jay:

That’s true, and I’ve done for example, videos for major copywriters like Mike Fortin, the copywriting king, but the videos that I’ve done for him have all been in the vain that I told you. I talked features, what you’re going to get, what this is gong to do for you, what’s the bottom line, what am I getting at? That’s 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, I’d like to get some more information on that.’ They’ll 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 they’re really interested in what you have.

But if you come off with a video that says ‘oh, we’re going to give you the lifestyle that you want and you’re going to be walking the beach with 15 Tahitian girls,’ they don’t 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, ‘here’s the video, here’s the headline, here’s the sub-head;’ and it’s either got an order button or a sign me up for more information button. That’s 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 don’t have time, they’re too busy, or the baby starts crying; the phone’s ringing; people have short attention spans. Hit the video, they say ‘oh I like that’ or ‘I don’t like that,’ and you’ve got a really targeted person coming out of that funnel.

Terry:

That’s 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 who’s very detailed oriented can go ahead through the copy, but basically that video’s going to sell for you. People are getting to scroll down to the order button, they’ll read the copy or they’ll disqualify themselves and hit the back button.

Jay:

And move on, exactly.

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