The 7 Step Process To Creating Your First Successful Video Sales Letter

by Ashley on April 11, 2011 · 43 comments

The 7 Step Process To Creating Your First Successful Video Sales Letter

Anyone who’s been making money or trying to make money online is familiar with the standard sales letter you’ll see on most websites. Then web-based video grew in popularity and a lot of marketers started to worry that they wouldn’t be able to compete with companies with big production budgets and professional equipment.

But all you need to do is fast forward to 2011 and see that not only can you compete but you can surpass some of these companies if you put your mind to it.

Video has changed the way we use the Internet itself. For example: YouTube can often generate more search traffic in a day than Google itself. Plus YouTube has made sharing videos an absolute breeze. When you add that to the fact that videos have higher conversion rates and allow you to really “bond” with your customers and visitors then you can see why having an online video presence is so important.

Most people worry about not having the cash to invest in expensive camera equipment and software. But video cameras are getting cheaper and all you need is something like PowerPoint to create screen-casts that will definitely give your site the “wow” factor.

Having all the right equipment and software isn’t a guarantee that your videos will be a raging success though.

You’re going to need some tips to follow for your videos to be an effective marketing tool:

1. Script It

This might seem a little bit cheesy to do but just doing an ad-lib video presentation means that there’s going to be unnecessary pauses during the video and probably some mistakes. Remember you’re trying to create a professional image here. Having a script is going to make you look and sound more professional.

2. Create Viewer Hooks

If your video is bland and has no real “life” to it you’re going to lose your viewers attention very quickly. A backing track and some nice transitions or effects should be enough to hold their attention. You have about 30 seconds to hook them or they’re gone!

3. Be A Pro

Use a noise cancelling microphone and make sure that your video is crystal clear and in focus. This just means that you take your time during the setup process and keep trying until you get it just right (or as close as possible).

4. Clear Text

One of the single biggest mistakes most people make with video presentations is using text that’s so small it’s unreadable and/or using a fancy font that is equally impossible to read on screen. Keep it simple. Use a neutral colored background (white or something light) and big, black text. Look at any video presentation on a shopping channel to see how it’s done properly.

5. Files Sizes

Remember not everyone has superfast broadband and even for the ones who do nobody likes to wait forever for a video to load. If a visitor hits your site and has to wait 2 minutes for the video to load I can promise you they’ll just leave. You’re looking for video resolutions of (500 x 300) and (800 x 600). Also bear in mind that a lot of people are watching videos on their iPhones and Android phones now, so it is imperative that you optimize for those applications as well.

6. Promote Similar Products

Now this might seem like I’m stating the obvious but if you use a video sales-letter to promote a product that uses video on its landing page you’re going to have higher conversion rates. This might not always be possible but promoting offers in this way is going to be more effective – it’s as simple as that.

7. Test, Test and Test Again

You can always improve on your current video efforts. Just because your videos are working well doesn’t mean that you can’t tweak them to be even more effective than they are right now. If you’re not testing and comparing results you’re not going to generate the optimal conversions from you video.

So, as you can see, creating a professional video sales-letter that converts isn’t a complicated process. Just apply these tips and you’ll be well on your way to creating a high converting video that will supercharge your marketing efforts.

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Ryan Biddulph April 11, 2011 at 6:28 pm

Excellent tips Ashley. Video marketing is all about making a professional presentation without being too stuffy, or rigid. Find the right mix between professional and casual, you’re good to go. Super creative idea here, thanks for sharing!

Ryan Biddulph´s last blog post ..Home Based Entrepreneurs- Do You Give FREELY

Ashley April 12, 2011 at 1:44 am

Hey Ryan,

Thanks! Video has certainly added a new dynamic to marketing and blogging. It allows an individual to give their site the personal touch. And it also stimulates more senses than the typical sales letter.
Ashley@Small Business Ideas´s last blog post ..New Business Ideas – Don’t Lose Your Investment

Tosin April 11, 2011 at 7:30 pm

Hey Ashley,

These are some cool tips you have given us here.

Though I’m presently not using sales letter, these tips are still useful for video blogging. I’ll make sure to bookmark this post.

Thanks for sharing!


Ashley April 12, 2011 at 1:47 am

Thanks Tolsin!

Vlogs are also growing in popularity and they help you connect with your subscribers on another level. Even just adding a video to your blog to introduce yourself can have a great affect.
Ashley@Business Ideas´s last blog post ..Online Business Ideas

Steve April 12, 2011 at 4:01 am

This is great advice. I had done a couple of videos, but as you said, we can always improve. These tips will be really helpful going forward in my video usage.
Steve @ Karmic Kappuccino´s last blog post ..Conflict Teachers

Ashley April 12, 2011 at 5:17 am

Hi, Steve

I’m glad you found the post helpful. It will always be good to mix up video with the traditional write-up because you must remember that not everyone has a super-fast internet connection.

And yeah, the more videos you create the more confident you become and the end result is a better quality video.

Ashley@Home Business Ideas´s last blog post ..New Business Ideas – Don’t Lose Your Investment

Randy April 12, 2011 at 4:56 am

I haven’t stepped into the video world yet. Thanks for the tips.
Randy´s last blog post ..Claiming My Blog In Technorati

Mike April 12, 2011 at 7:13 am

I have stumbled upon a very good sales letter made with video and in my opinion, it has both sides of effects, advantage and disadvantage. Advantage is you can capture people attention and they can fast forward the video to see what you are offering. The disadvantage is, sometimes the video can be frozen and caused the readers to sit and hear the entire video. That’s kind of boring, you know.
Mike @ Diablo 3´s last blog post ..Rambling Thoughts About Diablo 2 and The Upcoming- Diablo 3

Ashley April 12, 2011 at 8:17 pm

Mike, you raise an important point concerning video.

For that very reason it is advisable to compliment the video with the conventional sales letter. By doing this you give your visitor the option to watch the video or read the pitch.
Ashley@business ideas´s last blog post ..Online Business Ideas

Jasmine April 12, 2011 at 8:56 am

This sounds really cool. I really have to create a killer video to promote my products… but not sure how, haha… Anyway, your tips definitely helps here. Thanks!

semmy April 12, 2011 at 11:34 am

Really nice tips Ashley! I think I’ll try to use some tips! thanks again
semmy @ Make Money Online´s last blog post ..How To Sell Ebooks And Build An Online Empire

Peter L Masters MCIM April 12, 2011 at 2:14 pm

Great idea Ashley and I believe it’s very important to mix it up and use different approaches sometimes. If you’ve never used video before and do it well, you are sure to capture people’s attention. It’s fun too!! great post, thanks, Peter
Peter L Masters MCIM´s last blog post ..Social Media satire 5- Social Media progress- Seth’s purple cow and safe is risky…

Jane April 12, 2011 at 4:59 pm

Hi Ashley,

You have given some great tips here. The “video” thing is not in my list yet because I am too shy and nervous to appear on a video. I am missing some cool perks here I know. I just have to get the guts.

Jane@Blogging Tips´s last blog post ..8 Tips To Boost Your Happiness

Ashley April 12, 2011 at 8:13 pm

Thanks for the comment Jane.

Video is certainly a powerful marketing mechanism and you should consider adding it to your armoury. It can be kind of daunting at first but start of small by uploading a Powerpoint presentation to a video and then just adding your voice to the background.

The more you do it, the more confident you will become.
Ashley@business ideas´s last blog post ..Home Business Ideas

semmy April 13, 2011 at 10:51 am

Hi Jane I think you can start to used a video presentation without showing your face if you’re shy and nervous. Try to edit your video also.
semmy @ Make Money Online´s last blog post ..How To Sell Ebooks And Build An Online Empire

Jayne Kopp April 12, 2011 at 5:16 pm

Hi Ashely, what a good reminder to us all that video these days is so much easier for us non-professionals to take advantage of.

It is so true that it is a very powerful marketing technique. Not only does YouTube have terrific traffic volume, you once you have posted to YouTube, you need not stop there as there are other video hosting sites as well.

Great advice too on the optimizing and adding clear text.


Jayne Kopp@self growth, personal deveolopment´s last blog post ..Why is it Harder to Forgive Yourself than to Forgive Others

Riya April 12, 2011 at 6:21 pm

Never tried this thing before but as video are getting popular and more & more people like to view videos instead reading something so it’s a best deal to attract your customers for your product or service.
Riya @ Couponseasy´s last blog post ..HostGator Coupon Codes- Latest Promo Discount Vouchers Daily Updated

Jason Yormark April 12, 2011 at 6:22 pm

Great article and I agree. What most people don’t realize is that YouTube is actually the #2 search engine in the world, so creating compelling video content and showcasing this on your websites/sales pages can actually double your search exposure.
Jason Yormark´s last blog post ..RockMelt Review- Social Media Web Browser

Oliver Tausend April 12, 2011 at 6:26 pm

Hi Ashley,

thanks for sharing your insights. Your absolutely right on regarding loading time. If it takes an eternity to load a video, they’ll be gone. I don’t know of any reason not to do videos. There are only reasons or results. Reasons are also known as excuses.

Take care

Oliver Tausend´s last blog post ..Think And Grow Rich – Oliver Tausend Reads His Lessons – The Six Ghosts Of Fear

Tom Shivers April 12, 2011 at 7:26 pm

“Use a noise cancelling microphone and make sure that your video is crystal clear and in focus.” Excellent tip, but what microphones do you recommend?

Ashley April 14, 2011 at 9:55 am

Hi Tom

The Blue Microphones Yeti USB Mic is really good but the Rode Podcaster is right up there as well.
Ashley@business ideas´s last blog post ..How To Write A Business Plan

Tom Shivers April 15, 2011 at 2:40 am

Thanks for the recommendations!
Tom Shivers´s last blog post ..Three Must-Have WordPress Security Plugins

Ashley April 14, 2011 at 9:57 am

Hi Tom

The Blue Microphones Yeti USB Mic is really good but the Rode Podcaster is right up there as well. Rode is actually marginally edging the Yeti.
Ashley@business ideas´s last blog post ..How To Write A Business Plan

Stacy April 12, 2011 at 7:58 pm

Thanks for sharing these great tips, Ashley. Video marketing is something that I have on my to-do list and your list will certainly help when I get to that point.

One question, how do you put text on a video? Is there software for that or is it something you can do on youtube?

Stacy @ Grow With Stacy´s last blog post ..Blog Changes and Updates

Ashley April 12, 2011 at 8:23 pm

Hi Stacy, thanks for the comment!

Yeah! You can place text onto a video via youtube. Here are the steps:

1. go to “my videos” under your username
2. then click the edit video tab
3. click on “annotations”
4. then click the “add annotation” tab
5. choose the type of annotation you want and then fill-in your text.

You can also add a PPT presentation to a video, but I will have to write a separate post on how to do that :)
Ashley@business ideas´s last blog post ..Innovative Business Ideas Increase Success Rates

Stacy April 12, 2011 at 10:15 pm

Thank you for explaining that for me, Ashley! :)

Stacy @ Grow With Stacy´s last blog post ..Blog Changes and Updates

Alex April 12, 2011 at 11:00 pm

Video marketing has become a great way for customers and traffic because video equipment is so cheap now and it can rival with professional one.

But no matter how great it is, it’s always a good idea to understand that in a video people will most of the time judge you by the way you look and by what they hear. So, having a costume or clothes suited for the product you are promoting, and a well groomed hair can make all the difference.
Also, some may have a funny accent or their voice may just not be good for sales. For example, I hate soft voice and people who lengthen words, it makes me sleepy.
Alex@Jocuri´s last blog post ..Tank vs Tank

Ashley April 12, 2011 at 11:13 pm

Thanks for the comments Alex!

You are right! Unfortunately people’s perceptions are still influenced by outward signals. But there is always an alternative – outsource the video creation to a company that will create a video profile that will effectively influence the end-user.
Ashley@business ideas´s last blog post ..Home Business Ideas

Janet April 12, 2011 at 11:04 pm

Ashley, aloha. Thx for this comprehensive post with its actionable steps. Since I am just getting into video, it is very helpful for me.

So far, I have created some brief 2+/- clips and want to create some brief powerpoint tutorials as well.

Your advice will save me time, frustration and, most importantly, make my video efforts more effective. Aloha. Janet

Ashley April 12, 2011 at 11:14 pm

Glad I could be of help Janet.

All the best with your video creation efforts!
Ashley@business ideas´s last blog post ..New Business Ideas – Don’t Lose Your Investment

Justin April 13, 2011 at 12:55 am

I just finished writing my first ebook and my next goal is to add some personal video to my blog. I already have a camera and a tri-pod so I am ready to go.
Justin@Mazzastick´s last blog post ..Trusting What Is

Dani Nir-McGrath April 13, 2011 at 1:10 am

Ashley, great piece! I like that you included scripting it. I tend to wing it and then re-record numerous times…not the most time efficient :) One thing I might add is that there are great tools out there to edit these days, so that’s an option too!

Dani Nir-McGrath´s last blog post ..My Top Ten Favorite WordPress Plugins That Will Boost Your Blog Traffic

Emmanuel April 14, 2011 at 5:48 am

Hi Ashley,
Videos are really becoming “the thing” for people to generate traffic and authority with. The tips here are very good and I totally agree with you on using a light background for your videos.

Greg Ingerson April 14, 2011 at 2:55 pm

Well written Ashley, I agree that video has a crucial role in the world of business. The first time I attempted making one it completely zonked me out but it was fun too and also since then I’ve become a fan of Photoshop :) To me, videos are the best way to demonstrate to my new clients my products and services, its more standard, more clear and much better in many way than a sales letter.

Ashley April 15, 2011 at 7:52 am

Yes! We remember and learn more effectively through visual stimuli and that is why videos are such a powerful marketing mechanism. It also can influence perception more effectively than the traditional sales letter.
Ashley@business ideas´s last blog post ..New Business Ideas – Don’t Lose Your Investment

Jon April 15, 2011 at 1:56 am

The folks that learn to master vlogging (and implement / create quickly) are the ones that will reap massive rewards. As you said, it’s easy to hit the ground running with video creation quickly these days so there are no good excuses to opt-out.

Depending on the product and niche, you’re right that video can and will help conversion rate. Also, it’s not overly difficult to use distribution tools such as Tubemogul to submit your single upload to multiple video sharing sites in one click. If you’ve filled out your descriptions correctly (included hyperlink to your site) then you’ll enjoy speedy backlink building and improved site traffic (potentially).

Thanks for a great read.

Jon´s last blog post ..Ready- Set- Start A Business

Ashley April 15, 2011 at 7:57 am

Thanks for your insightful comments Jon. Regarding the point on backlinks – there is a strong SEO value from videos posted on youtube that contain a backlink to a site; it can help increase rankings significantly.
Ashley@business ideas´s last blog post ..Starting a Business- The Basics on How to Start a Business

Tony April 15, 2011 at 4:01 pm

Thank you for your good tips to help create sale video.
Tony @ Technology News´s last blog post ..HTC Sense 30 Will Not Support Current Devices

Heather C Stephens April 15, 2011 at 11:08 pm

Hi Ashley!

Fantastic post! I totally agree that video does wonders for any website and I’m so much more drawn to sales pages that offer video. They definitely capture my attention.

What I like about your post is that you’ve pointed out go beyond the basics and are definitely actionable items. Things like using text, scripts, music and transitions, paying attention to the page load time are not things a beginner might necessarily think of when they’re creating their first video sales letter.

Fantastic job!
Heather C Stephens @ Marketing Ideas´s last blog post ..Beginner Blogger- Free Resources to Launch Your Blog

Martin Dale April 16, 2011 at 10:19 am

Nice clear, precise and useful points Ashely.

Thank you so much for sharing.

Martin Dale´s last blog post ..7 Reasons Every Marketer Must Start Creating Content

Kavya Hari April 25, 2011 at 9:53 am

Yeah, those 7 steps would be more useful to all the people. Really, great work :)

Nick April 28, 2011 at 2:23 pm

Already used those tactics :p

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