Video Sales Letters: How to Make Them Convert
Video sales letters are more interesting, more dynamic, more colorful and more emotional than standard sales letters. Best of all, many times video sales letters simply out-convert traditional sales letters by a long mile. How do you create a video sales letter that converts? Start here.
==> Create an Avatar to Talk To
The best way to do a sales presentation is to have a specific person you’re talking to. Don’t just talk to “your audience” or a demographic. Instead, talk to a specific person in your mind.
This person doesn’t have to be real and it’s okay if you’ve never met them. For example, let’s say you sell a weight loss product. Your average audience is 33, slightly overweight, earns around $35,000. You might create someone who fits that profile perfectly and call her “Betty.”
Whenever you create a sales video, you look in the camera as if you were talking to Betty and you talk to her as if you were one on one. This creates a powerful sense of connection.
==> Sell the Problem
Start your videos off by selling and really playing up the pain of the problem. Talk about how you’ve been there and how it impacted your life. Talk about how other people have the same problem and how it affects their lives.
Try to bring up as much of the emotional pain as possible. You want people who’re watching your video to actually feel the pain that they have inside because of this problem.
==> Presenting the Solution
Once you’ve gotten people into the mindset of feeling the problem, the next step is to present the solution.
When you present the solution, you should present it as if it were the greatest thing since sliced bread. You should be visibly excited, you should be animated, your voice should change because you’re so excited.
Excitement transfers from person to person much more easily over video than text. People should start to feel excited and jazzed about your product simply from your tone of voice.
The way you present your solution also matters. Tell all the different sides of your story in a logical manner, while keeping the audience engaged with your excited demeanor.
==> Putting in the Proof
Next, you have to also add in copious amounts of proof. Just getting people excited about a solution isn’t enough. You have to actually prove that you can deliver.
Use video testimonials, video demonstrations and video before and after shots to remove people’s doubts.
==> Call to Actions
Finally, it’s time for the call to action. Let people know exactly what you want them to do. “Click to buy now” or “Pick up the phone and call.”
Make sure you have a 100% money back guarantee to remove risk. You should repeat your call to action at least twice.