Today we demonstrate how to convert a successful direct mail package into an online video. You’ll see how copy style translates and morphs from print to the spoken word, and how to integrate aspects of the original print design features in this video. Our criteria for this instructional video included these three elements: A package we had originally written and designed, multiple enclosures (letter, sales sheet, lift note and order form) and a proven response generator.
When it was first tested, this direct mail package lifted response 35 percent over the control. On that strength, it became the new control and was mailed every month for three years, ultimately sent to over 21 million consumers.
This instructional video explains our process to convert this direct mail package to a short, but fully produced promotional video (under three minutes), scripting, voice-over persona, design elements, along with commentary about specific choices and plans we made while developing the video.
So while we’re light on words for you to read, you can digest this post in this in-depth video.
(If the video isn’t just above this line, click here to view it.)