How to Ensure Your Video Sales Letter Converts


By Gloria Rand

Video Sales LettersLooking for a way to sell more products online? Use a Video Sales Letter. Why? Here are 3 reasons:

  • It’s easier to get your point across with video than with text or audio
  • You can build trust and connect with potential customers
  • Video converts better than straight text

Don’t get the wrong impression. It’s not that easy to generate sales with video. Otherwise, everybody would be doing it. 

Your video sales letter needs the following 7 key ingredients to successfully drive conversions:

#1 – Promise
#2 – Problem/solution
#3 – Benefits
#4 – Offer
#5 – Proof/testimonials
#6 – Guarantee
#7 – Call to action

Let’s go through the steps one by one.

Promise – You need to get your viewer’s attention right away, so promise them that the time they spend watching this video will be worth their while. For example, you could start off by saying, “I’m Gloria Rand, and in this video, you’re going to learn the easy 3 step process to turn Facebook followers into raving fans.”

Problem/Solution – Now that you’ve got your prospects’ attention, show them that you understand what they’re going through and offer a solution (your product). Paint a picture of what their desired outcome might look like and educate them on how to get there.

Benefits – This is the “What’s in it for me?” section of your video. Explain how your prospects will benefit from your product. Don’t settle for simple benefits, like “you’ll earn more money.” So what? Ask yourself, what will more money really mean for your prospect? More time to spend with family? Get out of debt? Keep asking, “So what?” until you come up with the deep benefits that will convince your prospect they can’t live without your product.

Offer –  Tell your prospect  what you’re selling.

Proof/Testimonials – Provide proof that your product will do what you say it will. Use statistics and/or testimonials from other satisfied clients to back up your claims.

Guarantee – Offer a guarantee such as “your money back”  if they’re not completely satisfied.

Call to Action – Ask for the sale, and deliver the message with confidence. Explain why the offer is in their best interest, and why they need to buy NOW. Here’s an example:

“You have a choice. You can do this all yourself, spending a lot of time that could be better spent on growing your business, or you can shortcut the path to success with my proven strategy that I’ve been perfecting. The choice is yours.”

Don’t worry about creating a long video. Video sales letters can run anywhere from 5 minutes to 45 minutes. The length depends on the type of product you’re selling, and the amount of copy you need to convince your prospect to buy.

Ready to use video, but need help writing the script? Hire a copywriter.

Contact me today for a free estimate. You’ve got nothing to lose, and everything to gain.

© Copyright 2013 Gloria Rand

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Gloria Rand SEO Copywriter Social Media ConsultantGloria Rand is an Entrepreneur, Speaker, Copywriter & Marketing Consultant who works with entrepreneurs and business owners in the travel industry to implement SEO strategies and social media marketing for online visibility, profits and success. Leveraging her background as a writer and producer for the award-winning PBS news program, “Nightly Business Report,” with her own experience as a small business owner, Gloria helps professionals turn great ideas into cash cows. Link up with Gloria at http://www.gloriarand.com or http://www.fb.com/gloriarandcopywriter

Image courtesy: freedigitalphotos.net / Stuart Miles

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