The first question I usually hear when discussing a sales letter is “which should I use, a long sales letter or a video sales letter?” Well, if you think about how people respond differently, you’ll realize that both long and video sales letters are needed. Why? Because they tap into different types of people. You don’t want to leave anyone out.
Some people must see written text to understand what you are presenting and ultimately selling. But others need to hear the sales pitch. That’s from an auditory lever. Others need to visually see the product and see the large bullet points. Still, others need a combination of the two. So why not provide the long sales form along with one or two embedded sales videos? It really isn’t that hard to do.
I won’t go into detail on the VSL or Long sales letter in this post. I’ll break that down in my next post. Here I’ll just point out the basics and mention a few video editors and video hosting.
A sales video can be as simple as using PowerPoint or Keynote slides as the background, and then flipping through them while discussing the product as you capture the process with a video screen capture and editor. Having a script is a definite help, but not mandatory.
Most of us hate to get in front of a video camera, knowing that our every movement is captured. But what we forget is that anything can be easily edited out before anyone has had a chance to critique our work. And a video doesn’t require us to show our face. We could show a portrait photo of ourselves, or we could stay completely hidden and just show PowerPoint slides, with our voice describing each.
What if you don’t like your voice? You could capture the slides as video only, and then hire a voice artist via Fiverr to do the talk-over for you. All you do is provide the video and a script to the artist. They send you back their audio file and you can then merge it with the video using a video editor. If you don’t have a video editor, you could also hire someone on Fiverr to do that for you. But I prefer to do as much on my own to get it the way I want it. Below are some of the tools that can accomplish just that.
Mac: ScreenFlow. Developed by Telestream. I have both a PC and a Mac but when it comes down to recording and editing my videos, I only use ScreenFlow. It’s easy and intuitive for me.
PC: Camtasia. Developed by TechSmith. If all you have is a PC, then definitely go with Camtasia.
Finally, you’ll need some sort of hosting for your video.
YouTube – Free but easy to get accounts shut down for no reason. Plus, they capture your customers by feeding them more videos unrelated to your product. You don’t want your customers moving away from your sales page just to watch crazy cat videos.
Vimeo – Great video hosting but they charge a monthly fee, between $7 and $75 per month. I’m not a fan of monthly payments.
Vidyz: For a one-time payment, you can have your videos hosted with zero added costs. This is what I use and recommend. It’s created by an expert in the online marketing world who developed this product for himself and his partner in their online business.
Check out my next post on my blog as I break down a Sales Letter, both the basic long version and one with videos.
This is a guest post from Rob Ingalls, if you would like to be considered for a guest post please contact me.