Videos for Major Copywriters
Jay:
That?s true, and I?ve done for example, videos for major copywriters like Mike Fortin for example, he?s a copywriting king, but the videos that I?ve done for him have all been in the vain that I told you. I talked features, what you?re going to get, what this is gong to do for you, what?is the bottom line, what am I getting at?
That?s what people want to know in the 60-90 second realm. Now, as I said, once they watch your video, then they become qualified; well, yeah, I?d like to get some more information on that.? They?ll either bookmark your page or sit down and read it right then and go through that 10, 15, 30, 40, 50 page letter at their leisure because now they?re really interested in what you have. But if you come off with a video that says oh, we?re gong to give you the lifestyle that you want and you?re going to be walking the beach with 15 Tahitian girls,? they don?t want to hear that. That video is not going to sell, guaranteed.
Terry:
Then the actual purpose for that video is not necessarily to sell the product, but to draw people into the sales letter; your video is actually acting as a surrogate headline.
Jay:
This is true. This is true. And actually, we started testing videos that are on a squeeze page and they say, here?s the video, here?s the headline, here?s the sub-head;? and it?s either got an order button or a sign me up for more information button. That?s it.
Terry:
Wow, so you just eliminate all the copy and have the video do all that for you!
Jay:
Yes, and we found this, believe it or not, very effective. The reason is, that people don?t have time, they?re too busy, or the baby starts crying; the phone?s ringing; people have short attention spans. Hit the video, they say oh I like that? or I don?t like that,? and you?ve got a really targeted person coming out of that funnel.
Terry:
That?s fantastic. So basically, the videos can be the summary, same procedure or the same purpose as what the headline would be. If you combine a 60-90 second video at the top of your web page, then continue on with your regular copy; for anyone who?s very detailed oriented can go ahead through the copy, but basically that video?s going to sell for you. People are getting to scroll down to the order button, they?ll read the copy or they?ll disqualify themselves and hit the back button.
Jay:
And move on, exactly.
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