A Look At Video Sales Letter Script Creation

There is a growing debate on whether video sales letters are more effective than the sales letters currently used on websites. Some schools of thought are that a video posted in the fold, or top of the webpage, followed by a short, bulleted sales letter and shopping cart button is the most effective tool in garnering more sales for a site. The key, however, to an effective video on a website lies in the video sales letter script that is used when creating this very effective marketing tool.

A video on your website adds an opportunity to develop a relationship with each visitor to your site and build trust. The long sales letter has proven itself to be ineffective in achieving the level of sales that is possible. For one thing, an average visitor to a website will not scroll down more than three times on a webpage before they exit, without purchasing the product.

An effective video, that has been well thought out and planned can be a remarkably effective tool. However, it is important that the video not be over five to six minutes long and be informative and interesting. The lack of effectiveness of the long, hard-sell sales letter will be the same with a long, hard-sell video.

Create your video sales letter script with the customer and purpose of the video in mind. Many people who create long, boring sales letters and videos have simply not produced the product with the customer in mind. They often have the mind-set of the old car salesmen that followed people around yammering because they thought they could make a sale if they kept repeating information and wore the customer down. Of course, that didn’t work, and doesn’t work today.

The effective formula for a video script is relatively simple. Present the video with a face to face discussion with your customer. Make eye contact with the camera and personalize the message. Keep in mind that your video is short, but talking fast to cram more information in will not be effective.

Be positive and upbeat when making your video. There is a rhythm in excellent sales videos and watching different presentations will give you a good idea of the rhythm. Pay attention to what does not work and do not use those strategies in your video.

Open with what your video is about, who you are, and why you came up with the product or service you are selling. Follow this introduction with the negatives that a customer may have and answer each of those negatives. Do not be condescending during this conversation. Think of all the negatives a customer may have and discuss them with short, concise, information.

The next segment will include how the customer will benefit from the product. Don’t make promises that sound ridiculous. The majority of your customers are intelligent people who know that it is not possible to make a gazillion dollars a month by sitting on their rear-end watching TV. Be honest, be real, and do not over-promise and under-deliver on your product.

Discuss what the product does and things that your customer will learn or gain by investing in the product. If the product is an eBook, talk about the number of chapters, pages, and what the book contains. Just a few details about the book, don’t read from the book, provide an overview of what is in the book that makes it valuable to your customer.

Finally, talk about price. Some people use the old sales letter technique of starting high and going lower on the price until they get to the bottom price. If you have a limited offer or bonuses to include, discuss their content. If you have a newsletter, this is the place to encourage the potential customer to sign up to receive more information.

Research your demographic before writing your video sales letter and write to what the majority of your target market will respond to. If the majority of your demographic is turned off by rock music, don’t use rock music as the background of your video. If the majority of your demographic watches videos on their phone, don’t use graphics that will be hard to see if they are the size of a postage stamp.

If you have never made a video and are unsure of your demographic, seek the assistance of a professional who has knowledge and expertise in making 5-6 minute videos that are effective. Before committing to a partnership with a professional, view some of the videos they have produced and get a feel for their style. When you find a professional who has a style that fits with yours, they will be able to provide you with an effective video sales letter script that will increase your revenue and visitors to your site.