When you combine this with my earlier statement that multimedia engages more senses and therefore appeals to more people, video specifically allows you to deliver your message in a number of ways that appeal to different modalities of communication, if not all of them.
“Visual” means that people learn or communicate by seeing. “Aural” means they do so by hearing. (It’s often mistakenly referred to as “auditory.” Auditory means what can be heard and not how one perceives by hearing.) And “kinesthetic” means people understand better by “feeling” or “doing.”
(In face-to-face encounters, for example, salespeople are often trained to watch out for signs that hint at what the prospect’s preferred mode of communication is. For example, visuals will say “I see what you’re saying,” aurals will say “I hear you,” and kinesthetics will say “I have a grasp on the situation.”)
Yes, video is both visual and auditory, since it includes both sight and sound. But online video specifically also has a kinesthetic component.
Basically, online video has control buttons that need to be pushed in order for the user to view it. But now, with Flash® technology that allows forms to be added to the video, online video therefore caters even more so to all modalities.
(Just take a look at the new Camtasia 4.0, for example, at Techsmith.com. Camtasia, which is a screen-capturing software, not only records your desktop but also its new version allows you to add forms, surveys and quizzes to your videos. Even better, it allows you to provide feedback and even jump to specific locations in the same video, based on a user’s answers.)
But will the online video infomercial replace the salesletter? No.
Unlike TV for instance, online we have the ping factor I talked about earlier. So if your video is too long, the user will definitely be interrupted during the process, whether it’s by their email, instant messengers, RSS feeds or whatever.
They will get distracted, lose interest and never buy. (Or you will need to work harder at getting them back on track. Thus, it defeats the purpose of including video in the first place. Unsuspecting marketers will either blame the video for their low conversions, or — you guessed it — feel a need to add more copy!)
Not only that, but if an important, salient point in the video is being mentioned (one that could literally clinch the sale with that particular prospect) while that person is being distracted by something else that’s pinging for their attention, you’ve just lost the sale.
Long infomercials don’t work online just as much as long-scrolling copy doesn’t work — or doesn’t work as well as it used to. The Internet is different. Just as you shouldn’t use the Internet as another form of direct mail, you shouldn’t use it as another for form of TV, either.
It’s best to use small snippets of video, throughout your salesletter, to grab people’s attention, move the sale along, support or emphasize key points, samplify your offer or product, and/or provide extra elements of proof.
If the audio or video is too long, you’re failing to get them involved in the sales experience. They’re in listening or watching mode, and they’re no better off than if they were to watch TV or listen to the radio.
You’re not engaging all the senses, which is offering them an invitation to be distracted and, above all, to procrastinate and not buy.
Instead, use bite-sized chunks, like 5-minute to 10-minute increments, throughout your salesletter, in strategic locations. That way, you can engage the user more effectively and get them busy interacting with your sales experience.
Plus, by doing so you also give them the ability to choose those specific videos they want to watch. (Be careful, however. Too many choices will only confuse your prospect. Remember that, if you give people too many choices, they won’t make one. Let their actions make those choices for them.)
Where do you put videos in salesletters specifically?
To give you a good idea of where to add video, think of the AIDA formula. Use videos to grab attention, create interest, increase desire, and induce action. In other words, use them near your headline, in your product descriptions, for your product demos, as elements of proof, with before-and-after comparisons, in your testimonials, on your opt-in page, on your order page, and so on.
For instance, even if it’s just as simple as showing a screen-captured video of how to process their order, adding videos to your order forms adds a whole new dimension to your sales experience. It’s something I’ve personally tested with some pretty impressive results. (Here’s a tip: use the video to highlight the guarantee on the order form. This alone has increased conversion rates in split-tests.)
Part of the reason why I believe they work so well is that they not only educate people on how to buy, but also show what’s happening after they buy, such as giving them a peek at the resulting “thank you” page after the order is processed.
Regardless of how intuitive the ordering process is, it doesn’t matter. People still want to be led, whether consciously or unconsciously, and whether they actually need direction or not. It’s just human nature.
You’re giving the prospect an idea of what’s on the “other side,” so to speak. By showing them what they will see and get once the order is processed, it helps to increase confidence in your offer. It also helps to reduce buyer skepticism, which leads to order abandonment and even refunds.
Using videos during the ordering process, whether on the order form as they’re buying, or on the thank you page after their order is processed, is also a great opportunity to teach the prospect on how to consume the product.
Look at it as a multisensorial “stick letter,” if you will. (If you don’t know what a “stick letter” is, essentially it’s a letter that not only thanks the prospect for their purchase after they buy but also educates them on how to consume the product. Sticks letters, or in this case “stick videos,” help the order to stick, thereby reducing potential refunds or returns.)
It’s all part of the samplification process I talked about earlier.
The more proof you can provide your prospects, the more comfortable they will feel in buying from you, and the more sales your salesletter will generate. And videos are proof in themselves, not only in their content. Why? It’s because of that UPA I talked about earlier. Videos give your salesletter instant credibility.
When I first began my career as a copywriter, I specialized in cosmetic surgery. And a plastic surgeon’s greatest “ace in the hole” is their ability to let prospective patients see before-and-after results.
Even though a doctor’s profession has a certain level of intrinsic credibility, before-and-after pictures are always more credible than the words from the mouth of a physician, no matter how convincing they are.
When I consulted with plastic surgeons, I often recommended the use of videos. I told them to get willing patients to come to their offices so we can record their results. That way, the doctor can simply pop in a video showing before-and-after case studies while in consultation with a prospective patient.
(Better yet, if doctors can get prospects to meet with willing patients to see the results for themselves, up close and personal, the higher the number of surgical procedures they will book as a result.)
Similarly, look at videos as your salesletters’ “ace in the hole.” They’re a perfect opportunity to show exactly what you offer, from “every possible angle,” to give the prospect a clear and deeper understanding of what they’re buying.