64 responses to “Do Video Sales Letters Really Convert Better?”

1. 

   John September 30th, 2009 at 20:53

   Gauher,

   My 2 cents worth:

   I trust you Gauher. That’s why I bought PPCF from you and cancelled Arbitrage … just didn’t trust them.

   I prefer a video message to written message. Research shows that 5 out 6 people would rather watch than read. That’s why TV is so popular.

   The most convincing video message was from this Irish guy, 20 minutes long, spoken with text overlay. (in a sense you are getting both written and auditory message that agree).

   My suggestion would be to use a few face-on shots to familiarize yourself with the audience, then do a fairly long presentation with screen shots of what they will learn and HOW EASY IT REALLY IS IF they simply take the time to do it. To increase your credibility, tell where the problems with the system are (e.g., picking the right offers, how to overcome fear of “bad investing” into bad offers).

   As you know, the problem with info marketing is that less than 10% actually do what they are supposed to do with the materials (Anthony Robbins). The rest of us just sit back, nibble and hope that things will happen automatically. People basically are 1. lazy; 2. scared; 3. and want to remain in their comfort zones

   Info marketing—at its best—is step-by-step TECHNIQUE + don’t be scared + you can do it + see how easy it was = powerful testimonials (and the satisfaction that you’ve made a difference in their lives).

   Take care,

   John

2. 

   Ginger September 30th, 2009 at 20:54

   Video sales letters might be converting for some people, but I absolutely hate them, even if I am already very interested in a product. I hate having to wait on the speed of the speaker, and I really despise the fact that I can’t scan text to find the parts that are most important for my buying decision. Unless I have an extremely good reason for needing to watch a video, I always hit the back button and search for an alternative that has a text sales letter.

3. 

   Douglas September 30th, 2009 at 20:54

   I left the Michael Rasmussen video after several minutes, ignoring it as I allowing it to continue to play in the background, I opened a new browser window and went to work on other things. When I was finished with what I was doing I came back to shut down the video, but arrived just in time for the conclusion.

   I would rather watch a sales video than read a long sales page, but even the Rasmussen video was at least 10 – 15 minutes longer than my attention would bear.

   Had he used a sales letter I would have skimmed headlines and shot to the bottom in under 60 seconds.

4. 

   Rishi September 30th, 2009 at 20:55

   Hey Gauher,

   I haven’t seen anything but video sales letters from mike. But had a question for you… Is that Michael speaking in his videos or is it a software?

   Rishi

5. 

   Hollis Carter September 30th, 2009 at 21:02

   Hey There,

   Great post I have tested this myself and 90% of the time the sales video is going to help you to make alot more from your promotions.

   If anything from the ability to sell your products for more.

   There are many things to think about and all important:
   Length 30 mins works great but we are always attempting to trim as much fat off as possible.

   Price
   Voice
   Live Video or Slides
   A mix of live video and slides
   Player options
   Buy buttons
   Order forms
   Lead Capture
   Text on page

   The over all concept i have found from doing more of these video sales letters than I can remember in the last year is…

   Get a strong and personable message across and make sure of a few things:
   1) Customer is forced to watch the WHOLE pretension before taking action
   2) Must have a great product offered at a great price
   3) Traffic it needs to be affiliate traffic to watch the whole vid for the most part

   We have done quite a few and in multiple languages and they do great. They also have been some of the best affiliate promotions we have done.

   But they only work well if you know the formula and have all the parts.

   Keith Wellman knows the formula that works great and that is were i learned it from, and made well in the 6 figures of sales from it.

   We have since made many small tweaks and changes of our own and are always able to impress the affiliates.

   Cheers,

   Hollis Carter

6. 

   The Lazy Blogger September 30th, 2009 at 21:11

   Very interesting results…we are starting implement some of these things at The Lazy Blogger. Thanks for the informative post.

   tlb

7. 

   Trevor September 30th, 2009 at 21:11

   I watched the video because of Gauher’s recommendation, which was a text email! Personally I find videos like this irritating because they are such a waste of valuable time. I can skim through a sales letter in a few seconds and decide if I am interested. I am less and less inclined to watch video, unless it’s by someone like Frank Kern, because I know he will be at least entertaining. But that’s just me. Obviously a lot of people spend a lot of time watching videos on sites like Youtube, so it makes sense that video will be effective for a significant proportion of the population. However, I suspect that video’s effectiveness versus text may depend on the target market. As Gauher says, what matters is not anyone’s opinion but real live split test results.

   Trevor

8. 

   Bruce September 30th, 2009 at 21:18

   Gauther. My opinion is that video sales letters are more effective but 33 minutes is a bit over the top. Michael is certainly a good talker with a nice reasuring style. He either has a good memory or great prompt screen as he never misses a word or pauses in any of his videos. As you said the absence of a time line is annoying and it is only the fact that I like Michael that I listenened to the end. If it had been someone else I would probably have given up.
   The fact that the video sales page is the sales page and that there is no other page available to look at while he is talking, a page listing the contents of the offer visually, is in my opinion wrong. But then again Michael is a top marketer and knows what he is doing. Maybe he has done a split test before on a previous offer or promotion as you suggest and is sure that this is the most effective method.

   Personally I prefer the two combined, listen to a video and visually see the offer while listening.

9. 

   Mary September 30th, 2009 at 21:18

   Hello

   Cannot stand video sales letters!!!!!!

   They are immediately switched off!!!

   In my case then they are totally ineffective.

   Sales written letters I can scan and see what I am looking for. Video wastes ones time as you have to listen to all the crap as well. I do not have that amount of time to waste.

   Mary

10. 

    Paul September 30th, 2009 at 21:26

    Hi Gauher,
    I can easily understand why videos seem more effective, however, take the Rasmussen video example. I needed to pause the video at about the 2/3 mark. When I came back it just froze. After several attempts to download it again I gave up. And I even tried to locate an alternative page.

    I really like Rasmussen and have bought something from him once before, but this time I don’t know what the price is or where to get whatever he’s selling – even after wasting about 30 to 40 minutes of my time trying.

    Stuff it! I’ll not bother now, but I almost had my credit card in my hand when I was listening to/watching the video.

    If he had a written version I would have read it in a few short minutes.

    That was the best marketing lesson I’ve learned this month! Don’t rely on video alone as a marketing tool, no matter how good the product is, or the presentation.

    Cheers,
    Paul

11. 

    Stuart ONeill September 30th, 2009 at 21:27

    And there’s the weakness of one or another. I’m in the midst of an audio presentation and would like to read at least part of the presentation.

    I’ve done both video and text. I like the combo as it lends a personal touch but allows people to use their own favorite communication method.

12. 

    Mike Morgan September 30th, 2009 at 21:28

    I personally feel that the best sales page should have BOTH a text script of the entire sales promo AND a video. However the video absolutely must have the time line showing so that I can either fast forward OR repeat parts that I my not have heard because of distractions like the phone my two large dogs or even a meteor landing in my front yard. I have to admit that I was unable to sit through Michael Rasmussen’s entire video. After the first five minutes I got distracted missed the next ten minutes and then just closed the web page because reloading the page was the only way to go back to see the entire video. I still haven’t gone back to watch it yet.

13. 

    G September 30th, 2009 at 21:34

    Count me in the group that will NOT stick with a video that has no way to control it nor shows the video length. In fact, length is one of the first things I look at. If the topic is intriguing and the person is interesting, lively and sounds like they know what they are talking about, then I probably will stick around to the end.

    If product owners are saying that they have stats to show that these types of videos are making more sales, then more power to them. (I guess most people have more patience than I have…)

    — Regardless, I wonder how many product owners would name any method as being ineffective? Would they let the world know their new product isn’t making sales or is making little sales? If they did, they would probably get little or no affiliates…

    If you listen to the reports, all launches get practically “sold out,” which seems hard to believe, considering the current economy.

14. 

    Tyana September 30th, 2009 at 21:40

    Hi,

    I have stopped watching Michael’s video as soon as I got his message that he tried to sell his affiliate marketing system. 30-min video is too long for me, especially with my slow internet connection. I usually ignore videos with more than 30 min long no matter how good they are.

    I prefer text sales letter with video inside (i.e. Keyword Elite site) to pure text sales letter or pure video sales letter because I can skip information and go to the meat easily to save my time. The video is there just to show how to operate the software for example.

    Kind Regards,
    Tyana

15. 

    Tom September 30th, 2009 at 21:45

    Another way to split test would be a video with pause, fast forward and rewind vs. a video like Michael did – with no controls.

    30 + minutes is really long – but at least he posted how long it was. If I didn’t know it was that long and it went on and on like that, I would’ve left the page.

    Tom

16. 

    Jeff September 30th, 2009 at 21:50

    I hate video sales letters (and didn’t even watch your video above to see which vote won.)

    I like the option of clicking on a video to supplement the written information if I want to see a demo or am interested enough to learn more. If I skim a sales letter and find I am interested, I’ll read closer or will click to watch a video. I’ll also sign up for a webinar if it interests me. But I’m not going waste 20-30 minutes or more just to see what someone is selling if they don’t have the courtesy to give me a clue. Evidently they don’t feel that my time is worth anything. If they don’t respect my time, I don’t respect them.

    I have no idea what Michael Rasmussen is selling and have left his site more than once.

    Occasionally when I reach a video-only sales page from someone I’m familiar with, I might be curious enough to try adding something like /go onto the end of the url to see if it takes me to sales copy.

    Even when I’m interested in a video, I try to use something like Enounce MySpeed to speed it up to about 2x which is usually quite easy to comprehend and to save time. Too bad it doesn’t work on all videos.

17. 

    Chaz September 30th, 2009 at 21:55

    Hi Gauher,

    I am really glad that you touched on this. This is an issue that has been really bugging me for a long time now. I participated in your survey and was stunned by the results.

    I would rather read a text sales letter over video any day. I don’t know about you but with running several websites and the volume of messages that I have to sift through each day I just do not have the time to sit around watching video’s all day. Waiting for some guy to get through all of the fluff until he gets to the information or point that I “may or may not be interested in” is not exactly my idea of how to spend my time productively. Some of these sales video’s are really very poorly made, although I have seen the quality slowly increasing lately.

    If a video is 5-10 minutes long I just may watch it, any more than that my eyeballs will never hit it no matter how great the product is supposed to be. If the video has no way to fast forward through it, because I feel the presenter is not moving along fast enough with the information I will not even watch the video.

    No disrespect to Michael R. but he may have a great product but unfortunately since he is only presenting his information in video format I will never see it and the way I look at it is that I was getting along just fine without the product and I will continue to get along just fine without his information or product(or any other marketer who uses these tactics information). If you want me to watch a 30+ minute video you’d better be paying me or giving me something big in return for my time! Time is money!

    Now I do feel that the use of video in a text sales letter is fine. If I am interested in the product or service and they have a “short” video on the sales page with more information or that enhances the information already given, then I will usually watch that. Keep in mind though that by that point they have already caught my attention through text enough so that I know whether or not I’m slightly interested as opposed to wasting 15 minutes into a 30 minute video before I find out that I’m just not interested in your offer.

    I basically feel that video can help close the sale, but if you’re solely counting on it to do all the work for you then you will be leaving a lot of money on the table. I have this conversation with many others in our trade over the past year that feel the same as I do. Our consensus has been that if you are a doer you don’t have time to sit around watching video’s all day.

    I just wonder how many sites those who voted for watching video sales letters actually have up that they are actively marketing each day?

    Chaz

18. 

    Jana September 30th, 2009 at 21:56

    I agree with Ginger – they obviously work or the internet wouldn’t be bombarded with them. That said, I hate them. Especially those where I can’t “move forward.” If I know I want something, I want meat and potatoes – let’s get to the point. I dread wanting another course where we have 20 million hours of content – how can you get anything done when you’re watching videos all day????? Short videos are ok but I’ll take a sales letter any day – I can skim through and find what I’m interested in. I know I’m out-numbered here but that’s my .02 .

19. 

    selffmade September 30th, 2009 at 22:29

    I have been using video sales letters for years Gauher. The long form sales letter just never appealed to me. I actually now can take a video sales letter and make $100,000 in a 4 week span. That obviously came with a lot of testing. You can see one of my video sales letters here. I had a friend who needed my help. This Video Sales letter was the result from that—> http://www.gettricks.com/5k7day.html or you can just click on my username. Take care Gauher and love your stuff.
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20. 

    Jorge September 30th, 2009 at 22:36

    Hey Gauher,
    I’ve never been a big fan of long winded, never-ending text sales letters. I kinda understand the logic behind them, but it’s as if their authors wanted to cover all the bases, I mean all 320 of them, you know.
    With regards to video sales letters, I can see them getting more and more popular as time goes by. There are a lot of great suggestions in the previous comments, so I won’t go into that.
    I only hope video sales letters’ authors don’t make the same mistakes they did when using text sales letters.
    Cheers,
    Jorge R.

21. 

    Maxwell September 30th, 2009 at 22:37

    I left that video after about 10 minutes. I left for just the reasons you pointed out. I didn’t know how much of my time he was trying to take up and I couldn’t get to the end fast enough. So, for me, that long video probably cost him a sale. I’m laughing now that you told me it was 30 minutes. Wow! I’m glad I missed that one!

    Thanx for the heads-up

22. 

    valentina September 30th, 2009 at 22:39

    I watched the full 33 minutes and bought the product but would like to make the following comments:

    1. This would not have the same results if it wasn’t Michael Rasmussen
    2. It was extremely well crafted – even to the simple power point, white on black. Departure from the ritzy, glitzy & therefore hypey stuff. It was almost bordering on a documentary without he pictures.
    3. Yes, I watched it. Yes I bought it. But there were lots of times that I was annoyed that I could not just advance to the end.
    4. Generally, I prefer text over video – on the norm I find video more aggressive (maybe that is why it works).
    5. This may also be a generational preference. My guess is that the Gen Y types prefer the video and at the other extreme the Boomers probably would opt out for text and given that there are more in the Gen X & Y on the leading edge of anything IM, it stand to reason that the results showed strongly in favor of videos.

    my two cents worth … ok, with inflation, make that my quarter’s worth!

23. 

    Ari September 30th, 2009 at 23:39

    The only reason I’ve watched the 33-minute video is because it’s a video by Michael Rasmussen.

    For most other videos I’ll apply Dan Cauthron’s words: “Sorry guys … I really don’t have time to waste while you waltz around the block for 10 minutes before making your point.

    Nor do I have time to watch 27 minutes of video before you let me access your page link. Just give me a bulleted list of benefits and a price. I’ll go on from there and you can still respect me.”

24. 

    Gene October 1st, 2009 at 00:27

    It’s interesting that supposedly the survey shows that 70% prefer video sales presentations, yet most of the comments here are negative about video.

    Put me in the camp that hates them! It’s almost the equivalent of someone holding you captive in a room for 30 minutes while they go about trying to sell you something. Consider the arrogance that it would take for a salesperson to do that! Would any of us who is not a “guru” have the nerve?

    And putting a 30 minute video with no controls shows a complete disregard for a prospect’s time and interests. Instead of building trust and rapport, it creates anxiety (“when is this going to get to the point?”) and resentment.

    That said, I agree with Gauher that providing controls on a video is a good thing. And combining short video with a concise text letter is the best solution.

    Use video for what it does best – showing things in motion and conveying emotion. And text what it does best – conveying information that prospects need to make a decision on your offer.

    By the way, there is no “shocking announcement” at the end of Michael’s 30 minute video. And now, having sat through the whole thing, I’ll never watch another one from him.

    I have a prediction: long video salesletters will become the next “big thing”, but they won’t work for most marketers.

    -Gene
    Twitter:TopOnlineTools

25. 

    JanPaul October 1st, 2009 at 00:42

    Hi Chaudry,

    Great that you do this survey.

    For me Chaz allready said it all. I don’t have the time. So I haven’t seen the video. The same counts for long salesletters. I always immediately scroll down to know the price. If there is no price I am gone straight away.

    Why not do a little bit of both?

    I do compact 4-5 minute videos on short salespages with just a few bullets, the price and an optin box. That’s what I like: compact and to the point. Haven’t tested it but hey …I like it, and I get results.

    Cheers,
    JanPaul

26. 

    Brad October 1st, 2009 at 00:54

    I once bought from a video sales letter before, which promoted a IM product and the product turned out to be crap. Not to mention it wasted 30 minutes of my time watching the video.

    Now everytime I see a video sales letter I just hit the close window or back button. End of story.

27. 

    David October 1st, 2009 at 01:18

    I will not watch sales videos, mainly because my connection is too slow, like youtube videos take ages to load, but I was really impressed with the video on this page, it loaded seamlessly, not one pause, by checking source I found out it’s from brightcove, new one to me.

28. 

    bisnis internet October 1st, 2009 at 01:47

    I think video sales letter is more attractive.

    David

29. 

    inger October 1st, 2009 at 02:00

    I absolutely recent to be “forced” by a sales person to do anything, expecially not be forced to watch a video of a whole 33 minutes, it is practically like stealing a person’s time without permission. Appalling! Also about your survey reults, you have to consider that your percentage results, e.g. 32% versus 68% is entirely about a special niche (the Internet Marketing niche), where peopöe already are “inside” the Internet so to speak. For people buying diapers or shoelaces for example, you might not get the same results at all. Therefore this survey is not at all reliable in my opinion.
    Inger

30. 

    Mal October 1st, 2009 at 02:07

    I absolutely 100% detest video as a sales letter.

    I don’t mind the idea of Video as I know it works well for other but I truly believe that there should be a link to a regular sales letter page for those of us who don’t want to sit through the video.

    If I can’t see a text sales letter page and I am unsure about the product, I merely close the page or hit the back button and never purchase the product.

31. 

    Fitness Daddy October 1st, 2009 at 02:21

    Hi Gauher

    Great post and great comments. I believe a combination of both is ideal. Have your video at the top of your page and have a sales letter that allows impatient and want-to-decide-immediately readers make a choice. Just did my first video sales letter at http://www.dropshippingsecretsexposed.com/dropshipping which is a site due for launch late October. Can’t wait to see if this new way of reaching my audience annihilates past methods.

    Thanks for sharing.

32. 

    Frederico Vila Verde October 1st, 2009 at 03:51

    Gauher,

    I’ve seen your survey and if you can consider
    some constructive feedback here it goes.

    Your survey assumes people:

    a) Only like sales letters
    b) Only like video sales letters

    With all due respect, but you are ignoring
    a segment of the market that likes BOTH!

    In my humble opinion the survey questions
    should be:

    a) Text sales letters
    b) Video sales letters
    c) Both text and video in a sales letter.

    And I am telling you because in my tests
    using BOTH has been is what has proven to
    convert better… that is both using text
    and video in the sales letter.

    Yes, this will vary from market to market,
    etc… and it varies with WHAT elements
    you COMBINE in video and in the sales letter.

    (That’s the BIG secret!)

    But as long as you give the option for people
    to SELECT that third choice… only in that
    way you can be 100% sure about what is the
    BEST option people want. Otherwise results
    can be not 100% relevant from this survey!

    Just my 2 cents.

    Regards,

    Frederico Vila Verde

33. 

    Amit October 1st, 2009 at 03:53

    Hey Gauher,

    Although I couldn’t take the survey you sent the other day but I think on an average the video sales letter or even video optin converts better than text ones. This is clearly stated on your survey results.

    The perceived value of videos are much greater than any other medium! (atleast as of now). However recently I came across imageloop which loops/slide show your images on the site is also doing great on certain optin pages.

    I have found many people using this cleverly instead of videos and are converting well according to them.

    Whatever may be out there, it’s clear that videos are going to stay and some what dominate our IM world.

    Cheers,
    Amit

34. 

    stew October 1st, 2009 at 04:17

    I think having video and text are a better method.

    I couldn’t watch Mike’s entire video because he crams it full of BS in the beginning rather than getting to his message. I got bored and moved on.

    Besides, now here it is two days later and people are still pimping his product “which opportunity might disappear before the end of this video”

    Frankly people are tired of the “I started out as a snot-sucking homeless person and now I am fabulously wealthy using this method, here are my screen shots” marketing.

    If you have something great…highlight its strengths and don’t waste your prospect’s time.

35. 

    Tom October 1st, 2009 at 04:38

    I checked out the video before I had seen your email about it, and I could not continue watching after about 5 minutes. WAY too slow and basic at the beginning. If I could have fast forwarded to the meat of it, I probably would have continued watching (and possibly buying–now we’ll never know). These days I usually automatically click off a video that gives the user no control. I don’t have time for that.

    Frank Kern may be the only marketer that I know who is entertaining enough for me to sit through a lengthy video–and most of his stuff is live action which is much more captivating than screenshots. (Now, I like Michael and have purchased his stuff before, but the way he did this video did not work for me–so no sale).

    Now in general, I do like video if it is short and to the point. My preference on a sales page is a mixture. I like text with either a video overview at the top, or several VERY short videos spread throughout the page at strategic spots to summarize or demonstrate.

    I think a lot depends on the audience as well. An average person looking at a product in some niche may find it interesting, but experienced internet marketers who are inundated with videos all day every day are far less likely to take the time to watch with no control. Maybe a newbie would, and maybe that’s who Michael is going after with this product.

    And if I were promoting this product, I would probably put up a page with plenty of text and bullet points to complement Michael’s video approach and to grab the “no video” people.

36. 

    Марина Скачек October 1st, 2009 at 05:00

    Hi from Ukraine
    What I’d like to say I was in those 70% who preferred video-letters. It’s very effective. Just, I feel a deficit of the personality in the video of Michael`s affiliate Blueprint Launch video and in your video Gauher I completely agree with Josh to increase credibility and to familiarize yourself with the audience better to show at least in the beginning the Speaker. And, here at your blog I’d prefer to see your picture too Gauher It will help to build trust. Also, I think it should be a combination of video + the same material in a text form. Because some people still need to read information, or to come back later and to read that part what they wanted to study more attentively. And it’s not so convenient to watch 30 minuts video to find the moment what you need. In our methods we combine text and video in one letter sometimes, sometimes – just video. Anyways, it was very useful survey and information what you`ve got. So, thank you very much, Gauher!

37. 

    Pete October 1st, 2009 at 05:26

    I hate videom sales letters!

    Especially those where you do not know the lenght of the video, so you are forced to watch the video or click away, guess what I do..exaclty..click away.

    I know its amarketing tactic, but it does not work woth me.

    You either post the length of the video or have the video controls enabled so the viewers have control to pause, fast forward or stop the video.

38. 

    Gary October 1st, 2009 at 06:20

    I’m not all surprised by the results. I thought the numbers would be much higher. I do agree with everyone that limiting our choices is really annoying. I do think that more than 10 minutes is kind of…too long. Isn’t this sort of the video equivalent of a squeeze page versus a web page. I also think making it anti-glitz also helps with conversation. He’s basically hitting on all of our psychological triggers. I agree with the above comment about watching.
    Most people would rather watch a movie versus reading a book. I’ve watched the lord of rings trilogy a couple of times, yes I know they’re 3 hours a pop each. I’ve known about the novels for more than 30 years, and I was never interested in reading them.

39. 

    ewrec October 1st, 2009 at 06:43

    I started to watch the sales letter. Michal Rasmussen is all pro, and could be a professional radio or TV announcer. I did not make it to the end of the sales video, and like Gauher I was displeased not having a time line… I thought that was hokey it did annoy me to the point I just left mid stream. I voted for text sales letters because I can digest it better, and skim thru it, or read it in detail. With video you are pinned especially without a time line. So, for me a text sales ad has more effect and preference.

40. 

    Internet Marketing October 1st, 2009 at 06:46

    Thanks for sharing your research with use. I’ve always thought video sales letter is more effective. I will definitely use video sales letter for my online marketing.

    Thanking you,
    Blaise.

41. 

    Kelly October 1st, 2009 at 06:50

    I agree with several of the other comments above. I have had several videos of that length (some form Michael!) that crashed and there was no way to go back and start over again and thus he lost my sales. If you wanted to “make” them watch the whole thing, I think you need to keep it under 5 minutes. There are just too many problems with long videos that don’t have a scroll-bar.

    Put the video in a site that gives the required info and use that video to further explain what is being sold.

    Just my opinion.

42. 

    Ron October 1st, 2009 at 08:02

    Gotta say, I concur with most people here in that I find this type of video sales letter quite annoying. Having no idea where Michael is going and how long it’s going to take, just forces me to sit through more ‘of the same’ marketing fluff that I would otherwise skim through on a regular sales page.

    As someone who understands the techniques Michael uses, I have practically no interest in his proofs, promises of ‘step-by-step systems’, guarantees etc. I want to know specifics – what is this product all about? That’s it!

    Obviously, I understand why these devices are there, but don’t think they are suitable for every type of customer. At least a sales letter lets me read the bits I want, while leaving the marketing speak for those it is aimed at.

    Strikes me that you limit your market when using this approach as it’ll always alienate certain types of visitor.

43. 

    Bob October 1st, 2009 at 08:25

    My comment is not perhaps useful but one way round the lack of control of the video etc is to download it (eg with Orbit (other free downloaders are available). This still requires an investment in time/hassle etc and probably still means that you’re more likely to buy but at least then you can cut to the chase (ie price) if you like.

    FWIT I do think they’re effective in the IM world – would guess that in non-IM sphere’s the lengths would have to be less, in the same way that War & Peace length textual sales pages wouldn’t perhaps do so well in the non-IM world (unless for a very expensive product). A lot comes down to the personality and charisma of the presenter and the desperate nature of the viewer.

    They are becoming the norm now, even down to the not $5000, not $2500….. etc price preamble which is what market traders do after all. Trying not to mention K Wellman, who I did buy from ONCE using this technique, but who probably was a pioneer of sorts in this area.

    My er 3 cents anyway.

44. 

    Wayne October 1st, 2009 at 09:12

    Hi Gauher:

    I agree that video marketing is catching on like wildfire … until the next new fad comes along.

    I DETEST videos with no time line or the ability to forward or reverse in case you missed something (the brainstorm of Keith Wellman … enough said). Having said this, I’ll give Michael credit because he did warn that the video was 33 minutes long.Some videos that I have painstakingly sat through have been UP TO AN HOUR. C’mon guys, give me a break!!!

    I like the idea of both text and video. Eric Holmlund uses this technique in his teaching.

    Any way, if everyone gets bombarded with videos, this too will soon lose it’s effectiveness like e-mails, faxes, etc.

    Wayne

45. 

    Newbie Traps October 1st, 2009 at 09:36

    Yes, Michael did really well with his launch. Do you think it was just because of the video or maybe it was because he has a list of around 200,000 and just every marketer on the planet promoting his product.

    With that kind of power behind him he probably would have made tons of sales just by putting the words “Sign Up Here” on a blank page.

    I hate it when people take away my choices!

    Sometimes I start watching a video and don’t always have the time to finish it, so if I go back later I don’t want to start from the beginning again.

    Also those video’s without controls don’t let you jump back to a segment to listen to it again if you want to get some clarification.

46. 

    Wayne October 1st, 2009 at 09:48

    Hi again:

    Worth repeating …

    “… don’t feel that my time is worth anything.If they don’t respect my time, I don’t respect them.”

    Thanks Jeff!!!

47. 

    Tim October 1st, 2009 at 10:01

    Gauther:

    I agree with your video sales letter
    results…I prefer the video sales letter vs the text sales letter. However, even though I don’t like lengthy (20-pages or more) sales pitches…I prefer your idea of giving the customer both version, with the video above the text pitch.

    I too, watched Michael R. video a few days ago and was frustrated that I had to watch the entire length to get the pitch & price. For me, I did not have the patience, after 10-minutes of viewing. So, this is where I would say…this type of video is too long to view in one segment. I would break it up into three videos, with a pitch & price in each one. Then distribute all three over 3-days & 3-emails. I think this builds more excitement for the customer. But, testing brings out the real results, as you did in your test.

48. 

    Bob October 1st, 2009 at 10:05

    IMO, the comment from Frederico above hits the nail on the head. The survey is somewhat meaningless since it didn’t include that 3rd option of a hybrid sales letter (which is coincidentally what has won against the other 2 options every time I’ve tested all 3 side by side).

    Another point that jumps out at me in watching Gauher’s video and reading these comments is the critical importance of testing…which far too few people do (or do correctly). Almost every comment here is based on pure speculation, shy of actual testing being done.

    The entire nature of media is evolving right now. However, the nature of marketing is not…nor will it. Marketing has always been about getting the right message in front of the right people at the right time.

    The “force multiplier” for effective marketing is to do those 3 things and also do so across as many mediums as possible, as often as possible. That’s how you tilt the odds in your favor that those 3 things will occur.

    In the end, it isn’t really about whether video is better/more liked than text. The fact is that each (as well as a combination of the two) will be effective to certain people at certain times…so why would you limit yourself by not providing all of them?

    Focus on the quality of your offer and getting it front of the right audience in as many formats as possible, as often as possible and your chances of winning will increase dramatically.

49. 

    Bruce October 1st, 2009 at 10:55

    couple of comments:

    The ‘research’ about 2/3rds preferring video sales letters is pretty meaningless. It is only peoples OPINIONS – not what they actually act on and purchase from. Only actual split testing means anything here.

    Videos come in lots of flavors. Powerpoint videos vs announcer on screen would be a good test. I’ll bet more would favor talking head vs just voice over slides.

    Forcing viewer to watch all or nothing obviously alienates many, but may be more net profitable. Is there any long term damage done to future customer relations?

    Video with no text at all assumes everything will run perfectly. If there is any glitch in video, overburdened server, slow connection, or just slow initial load time, viewer gets NO SALES MESSAGE at all. Is that worth the risk?

    Overall, I think it takes more talent to do a video well, which most marketers don’t have.

50. 

    John W. Furst October 1st, 2009 at 11:28

    Hi,

    I also find it annoying if a site owner forces me to his rhythm. But it’s not about you and me it’s about the results.

    From a usability/accessibility standpoint of view it’s a great idea to offer the sales letter in more than one form. Results will be different in different markets. Again, testing is your ONLY friend here.

    Sidenote: Video only sales letters can be problematic in a legal context in some jurisdictions. I would add a written version or similar info to the product in that case. (My opinion. I’m not a lawyer. If you need advice on this ask a lawyer who knows about those type of practices.)

    Cheers.

51. 

    Mattie October 1st, 2009 at 13:01

    The comments are even more amazing than your survey – without counting it seems that most appreciate the written word!

    Its easy to understand why video is so popular (despite the time waste that accompanies it) a recent survey in the U.S. found that something like 40% of the population couldn’t comprehend the written word.

    Maybe the next survey should be by age – you’d probably find that the video haters and real buyers are all in in older age groups.

    Let’s face it, the average, intelligent person can skim through a sales page in minutes and decide whether the product is worth a second look. Michael’s video droned on and on. Never did get to the sales pitch – sorry, don’t have time.

    AS another point, I have stopped purchasing programs heavy in videos – printing information and being able to refer to it and make notes whilst installing or operating a program makes life so much easier

52. 

    Mattie October 1st, 2009 at 13:09

    Went back and re-read the comments. Wonder how many sales Michael lost because of the video?

53. 

    tomartomartini October 1st, 2009 at 16:25

    video sales letter ;is just the new kid on the block; Text sales letters combined video sales letter will be effective….especially if we say

    this video is only 60 seconds long for example…this is polite to the potential customer and recognises their time is important…

    i will not watch a video where i do not have control ;and i don’t have 30 min;i have an affiliate business to build.

54. 

    Steve October 1st, 2009 at 18:04

    Generally, I like written sales letters better because I can print it out and therefore have a record of what was promised.

    I’ve used a combination myself, with the video at the top of the page, but more as an introduction, and sales letter going down.

    But… this video was way too long and went on and on with promises of results without really describing what the product actually is.

    Perhaps newbies might get caught up in that kind of pitch, but I would doubt if it appeals to those with some real experience. Most of us want to know what we’re buying.

    When I bought your stuff, I knew exactly what I was getting and you delivered on it. Thanks.

55. 

    Vin October 1st, 2009 at 18:28

    Yes this 33 minute video managed to piss me off instead of getting me to open my wallet.
    There needs to be a sales copy, plus either a video version and/or a supplement, that does not go over a few minutes.
    Remember the TV media had figured this out ..how many years ago?

56. 

    doruman October 2nd, 2009 at 02:37

    It`s interesting how some “big guys” of marketing online use sometimes the same standard of marketing in their sales letters or how they decide to make some tests, as now Michael Rasmussen with this long video presentation; however he know better what he wanted to do.

    As many others before me have wrote already and how logical it seems to be to use an option for customers to read OR to watch a video, video presentation and sales letter. I think as many options will be used for his offer it could be only a gain for a seller.

    But we can think and in other way, people who earned millions in the past can afford sometimes to “play” with some tests, unusual or even illogical methods, some money spent, maybe to understand better how the market can be used as full. And last but not least, do not forget that to err is human…

57. 

    Jonathan van Clute October 11th, 2009 at 13:39

    I like when people use both. Give ME the option of watching, listening, or reading. The best of all possible worlds!

    Planning to so this myself in the near future…

    Jonathan

58. 

    Spencer October 17th, 2009 at 01:24

    Wow, this guy is f**kin smart. He’s since proceeded to put a SOLD OUT sign up in place of the video, and now has a email submit below. Great stuff.

59. 

    Nihonto November 11th, 2009 at 22:53

    I prefer written text, I am in control of the situation and can skim through in 1 minute.

    If there is to be a video, it should be 2 minutes at the most.

    There are so many offers these days, recommendations are what drives me to purchase

60. 

    Nitin November 12th, 2009 at 11:50

    I totally agree with video marketing on your sales or landing pages! Since I started using video marketing my sales have increased by 300%!

    If you’re on the fence! Get off already!! Put some videos – you will not regrest it.

61. 

    Wizno November 19th, 2009 at 19:42

    I truly believe that which one will convert better will always depend on the marketer. For example, if you are great at creative writing, you’re most likely going to prefer writing a convincing sales letter over a video. If you love acting and are good at it, you’ll be able to persuade people better through your video.

    When Gauher does videos, he always sounds sincere and that’s what really motivates people to buy something. If you seem sketchy, or can’t speak effectively, your audience will hit the stop button and bounce off your page.

    It’s really all about going with what you know how to do best. Don’t jump off a bridge because all your friends are doing it.

62. 

    blake December 13th, 2009 at 15:32

    Can anyone post a link with the video? The sales page is down…

    Maybe the video is on youtube?

63. 

    Aaron February 27th, 2010 at 13:00

    Video sales letters work because everyone has text sales letters.

    Now that I see more and more videos it starts to get annoying as you have to watch through every second of it, and I know all you want is sell me something at the end…

    My 2 cents:
    Have a sales letter that provides value and educates (no hype and old school BS),
    and add video to convey trust, personality and proof.
    This combination will out-cool your competition
    and will intrigue buyers to buy.

    Good luck.

64. 

    Jeffery Bradley April 7th, 2010 at 12:07

    I hate videos so much I didn’t even watch the video to see the results. Pretty brass of the author to try to force us to watch the video when I could have been much easier to post the results!!!