Published January 22nd, 2008 by
'Why I HATE Video Sales Letters'- Morgan-Ferrero's 'Copywriting TNT' Newsletter
Lorrie Morgan-Ferrero has released the latest issue of ‘Copywriting TNT’ newsletter. The featured article is titled “Why I HATE Video Sales Letters”. [eZine Article]
Lorrie Morgan-Ferrero has released the latest issue of ‘Copywriting TNT’ newsletter.
Lorrie Morgan-Ferrero’s ‘Copywriting TNT’ newsletter article:
Why I HATE Video Sales Letters
I hate video sales letters. I know that sounds strong, but I REALLY do. When someone sends out a video (or even an audio postcard) and writes, “Watch this!” or “Listen to this!” with no REASON WHY I should, it’s straight to flaming Deletion Hell for that email. Good riddance!
Sorry, but I have other things to do besides sitting with my butt planted on my chair listening to some inane drivel for an hour or more. It’s just maddening. Cut to the chase already!
Still, I see more and more of these intrusive video sales letters sent out WITHOUT any instructive copy whatsoever. If you’re guilty, you’re leaving a lot of money on the table. Here are some reasons why this trend ON ITS OWN doesn’t work:
- Sometimes people work in cubicles in offices and can’t watch a video for fear of getting in trouble. (But if there were copy, they could pretend to work while reading about the latest and greatest);
- Sometimes people work from home at night when their family is sleeping (Those of us already accused of working too many hours don’t need the grief of waking anyone up in the middle of the night);
- Some people prefer to print out material and take it with them. (When is the last time you took your computer to the bathroom or out on errands with you? Printed copy is more portable.)
- Some people don’t have speakers on their computers. (Sounds crazy but it’s true. I went for a year without speakers once because they were broken and I just didn’t care if I had them or not.)
- Some people are hearing-impaired or even flat out deaf (What, you don’t think they use the Internet? Of course they do - and they have money.)
Phew. I feel better. Let me back up a smidge and say there is definitely a time and a place for video. I love www.YouTube.com if I’m goofing off looking up old songs from the Wizard of Oz or Kelly’s ‘Shoes.’ The bigger point here is if you’re going to use video for an interactive experience, you NEED COPY! Video alone ain’t gonna cut it. Why, you ask?
Because the largest cross-section of the population learns visually (60-72%). Both the printed word AND video fall in the visual category. But here’s the Catch-22. The smallest percentage of the population is auditory (12-18%). So while the visual component of video can work quite well to get your idea across, the AUDIO part sets you up for disaster (because there are so few auditory learners).
BOTTOM LINE: You must use copy online to support your marketing message.
And it doesn’t even have to be long sales copy, even though that has the best track record. Using shorter form is just fine in most cases. Still, you need all the elements of good copy. Here are a few tips to make your video sales copy pull MUCH BETTER than video alone:
* Use a magnetic headline that makes your prospect salivate and eager to learn more;
* Add a short benefit-based paragraph to get the prospect more worked up;
* Stay focused on the benefits and craft a quick 3-5 bullets;
* Right before the video, throw in your call to action (e.g., watch this video before ___ date when this offer is off the table);
* Tack on as many relevant testimonials for social proof as you can;
* BONUS TIP: Below the video have a complete long sales copy letter for those who respond better to the written word.
No matter how you slice it, knowing how to write copy is a tried and true marketing skill that pays off in dollars and cents. You don’t even have to be that good at it - just GOOD ENOUGH.
About The Author
Lorrie Morgan-Ferrero is the author of the highly-acclaimed, award-winning copywriting course and creator of the Red Hot Copywriting Bootcamp. Her Speed Copywriting Workshops are always sell-out events. As an international copywriting strategist, author and speaker she teaches you to get the results that you want from your copy. Visit www.red-hot-copy.com for solutions to your marketing needs.
Lorrie Morgan Ferrero
Bi-weekly Lorrie Morgan Ferrero distributes a highly acclaimed newsletter called “Copywriting TNT - Tips N Tactics” and have written a book for copywriters and entrepreneurs alike called, “Red Hot Copy to Woo Your Target Market”. Watch for her copywriting teleclasses - announced in her ezine.