January 20, 2011

If you’re using a video sales letter to sell your product, you’re joining a whole host of marketers who are jumping on the video sales letter bandwagon.

And if you’re thinking about testing video sales letters, there are 3 guidelines you have to follow, or you’ll end up with disappointing results.

1) Copywriting Rules Still Apply

Some people think doing a video sales letter means they can say whatever they want. They think that since they don’t have to use a written sales letter, they will have an easier time selling their prospect with a video sales letter.

This cannot be further from the truth. Video sales letters still require you to get your prospect’s attention, melt their objections, and explain the benefits. The medium of delivery is just different.

In fact some marketers just read their written sales letter into the video. So if you already have a sales letter that converts, you can do this easily.

2)Don’t Allow The Video To Show How Much Time Is Left!

One technique you can test with your video sales letters is to leave out the controls for the video–enabling your prospects to be able to only pause the video.

Further, do not reveal the length of the video.

Why is this? Because it forces the prospect to watch the entire video without being able to skip ahead. It’s like a live sales presentation from stage or the television–you cannot hit the “pause” button.

This might sound underhanded, but it really isn’t. You’re still giving them the ability to pause the video. This is something you can test with your own videos–as it keeps prospects glued to the video screen.

3) Don’t Have The Order Page Pop Down Until The Call To Action!

At the end of your video sales letter when you’re asking for the order, have the order form pop down below the video.

This is a simple programming tweak.  And it prevents the prospect from seeing the price of the product before they watch the video. As if they were watching a live sales presentation from the stage!

Implement these 3 video sales letter tips and your conversions can skyrocket.

Keep Selling!


Sean McPheat

Internet Marketing Academy

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