Creating a killer Video Sales Letter
This is the way.
Back in the day, one of the most common methods of reaching out to new, potential customers was to send them a letter in the mail advertising your product or service. This form of advertisement was intended to oust the door-to-door salesman and replace them with a letter explaining what you have to offer the customer. These letters could vary in length, but would sometimes be over ten pages long!
These days, the advertising landscape has completely changed. Sure, you might get a mailer from your local grocery store with coupons here and there. But, by and large, the sales letter has moved online. Videos, in particular, have proven to be an extremely effective advertising tool. Why do you think Google got into the online video scene early on, with YouTube? They saw the advertising goldmine waiting for them.
So, how can you capitalize on this newer, digital medium? It’s simple! Create awesome videos that motivate your customers to buy from you. Well… it sounds easy, but there are a few key things to remember when crafting your video sales letters. Let’s dive in:
Write good copy, or pay someone to do it.
If your copy sucks, your video is going to suck. Sure, you could spend lots of money on the video production and have a flashy video with all the bells and whistles, but if your message doesn’t connect with your viewers and motivate them to buy, what’s the point?
Write good copy and proofread it, or hire a competent writer… just do whatever you have to do to ensure that your copy is bulletproof. Only then should you move into your production phase. If you don’t have a writer in your employ, you could use a freelancing website to find one. I suggest checking out Fiverr. (if you use this affiliate link, you can get 20% off your first order on Fiverr. I also earn a small commission if you do this.)
Show viewers your uniqueness.
It’s a big world out there. I bet whatever your offering likely has some competition. So, how do you stand out? What makes your product better than the rest? Why should customers purchase what you have to offer? This should be one simple, repeatable idea that connects with viewers instantly.
As an example, let’s say you’re selling headphones. Why would anyone buy your headphones instead of, let’s say, Apple AirPods? Do they sound better? Are they competitively priced? Are they intended for a specific use case, like working out, or maybe audio production? This is what makes your product unique, so figure it out and highlight your product’s unique attributes.
Grab attention, quickly.
The attention span of consumers is incredibly low. If you’re not grabbing the attention of your potential customers in the first 10-20 seconds of your video sales letter, you’re not making the sale. So, skip the long introductions, get to the point and grab your customers’ attention.
Once you’ve grabbed their attention, give viewers a concise, digestible video that addresses their pain points, offers solutions, and motivates them to take the next step in your sales funnel.
Hire the right voice for your video
If you’re doing a talking-head type of video, where a representative from your company is going to be presenting the product or service, make sure that person is comfortable with being on camera and confident in their delivery of your message. Using one of your own employees or a member of your leadership team can make a huge impact on customers by developing a sense of trust, but you can’t just pick any Joe Schmoe off of the sales floor and stick them in front of a camera. Think about your choice and vet a few options before committing to a certain cast.
Otherwise, if you’re focusing more on the product or service instead of the team, you’re still going to need a narrator for your video. In this instance, I would NOT recommend doing it yourself unless you have extensive experience producing audio. Instead, I recommend seeking out the services of a professional voice actor. A voice actor is trained to deliver your script in a compelling fashion, and can follow your direction closely.
I myself am a voice actor, and I complete projects like these on a daily basis in my home studio. Hiring someone like me to narrate your video sales letter has some advantages:
You can expect premium quality audio, ready for your video editor to drop into your video.
Turnaround times for finished audio are very quick, usually 24 hours or less.
You can often get free samples from voice actors, to hear their voice with your script.
If you’re about to begin production of your next Video Sales Letter, I can help. Use the button below to reach out to me, and we can set up a time to discuss your project in greater detail. You can also provide me with your script, and I can record a sample for you today. Let’s get to work!
