6 Energizing Principles From Video Sales Letters

Video sales letters are being used more and more by traditional direct marketers. The videos are simple. No fancy graphics—just words on screen, flowing in sync with a voice-over. This format works well when you have a product or service that doesn’t demand dynamic visuals as much as it demands a compelling message, well told, to an audience who rabidly follows you. Here are six videos sales letters principles that can energize

Video sales letters are being used more and more by traditional direct marketers. The videos are simple. No fancy graphics—just words on screen, flowing in sync with a voice-over. This format works well when you have a product or service that doesn’t demand dynamic visuals as much as it demands a compelling message, well told, to an audience who rabidly follows you. Here are six videos sales letters principles that can energize what you do for your own online video marketing initiatives.

Direct marketers in the publishing niche (for example, investment newsletters, health newsletters and nutritional supplements) use video sales letters extensively. The marketers get viewers by way of their opt-in customer list; sending an email that directs the prospect to a landing page containing the long-form video sales letter. These are often long-form copy letters (on video) and can last 10 to 15 minutes—even longer.

Video sales letters are often educational. Viewers are conditioned that they will learn something if they invest the time to absorb the message. Rewarded by discovering something new, they don’t find them annoying. And they’ll buy when the message is convincing.

Direct marketers who successfully use video sales letters know their market, their audience and how to generate sales.

Certainly not everyone will watch a 10-to-15 minute video. You may be among those who say you never would. But clearly there are people who stick through video sales letters—just as many people read through long-form printed letters that are relevant and engaging—and they convert to sales. Even if your product or service doesn’t lend itself to this format, here are six principles to consider that can energize your own online video marketing programs.

  1. Classic copywriting formulas are your foundation
  2. You, the marketer, control the pace
  3. Flow and pace are nuanced
  4. Energize your message with a persona
  5. Give viewers mental redirects
  6. Strategically delay the appearance of call-to-action buttons

I elaborate on each of these six principles—the deep dive—in this video.

(If the video isn’t just above this line, click here to view it.)

Author: Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

4 thoughts on “6 Energizing Principles From Video Sales Letters”

  1. That was a very enlightening video and I believe it will help me come up with some things that will drive sales!!!

  2. So true! I work for a video hosting platform, and we have seen many businesses have great success with sales videos.

  3. Gary,
    Wonderful advise and reminders. You rock! People often forget that it’s the message-not the medium. The excitement over video marketing is certainly warranted, however Good writing, strategy, high quality sound etc are often forgotten in the rush. You have shown us here that proper delivery of useful intelligence, using the medium to its best effect, is powerful. Keep them coming!

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