Reports of the Death of the Sales Letter Have Been Greatly Exaggerated

Apr 16, 2010

By Jimmy Krug.

Several weeks month ago I received an email from an Internet Marketer named Armand Morin. Armand is known for his “Big Seminar” product as well as a series of products in his Generator series. Basically, he teaches Internet marketing and sells a variety of products and services in that niche. I purchased a few of his products in the past and found them to be more suited towards people just starting out as opposed to mid-level or advanced marketers, which is fine. Everyone is different. About a month ago, I was sent a link to one of his videos in which he talked about long sales letters no longer being used as a part of his InternetMarketing Strategy. Instead, he’s now using videos.

Since that time, I’ve received several emails from other marketers who are now selling a “Videos Are Replacing Sales Letters” programs. I have to say that while I enjoyed Armand’s video’s (they’re short), the others I’ve listened to were so long and drawn out… it took 3 efforts just to get to the end of one video, and all I was interested in was the price tag of the product that was being sold (the video in question didn’t have a play, pause or stop button on it). By the time I reached the end, I felt like sending the video creator a bill for the amount of my own time that was wasted.

Video can be used effectively to compliment a sales letter. But let’s face it, who wants to sit and listen to a long, drawn out sales pitch in video format? Do you? People will argue with this, I’m sure, but the bottom line is – If I’m purchasing someone that cost over $50… I’m sorry… I want to see the details of what I’m purchasing – “in writing.”

With my own business, I’ve been using video for a while now to update my own clients once a month. I use a video newsletter in that takes them on a tour of my own sites and projects, showing them what I’m doing, what’s working… and making suggestions on how they can implement my ideas with their own products and services.

The videos are about 5 minutes in length. At the end of each video, my phone number appears on the screen and I ask them to contact me to schedule a meeting if they’d like to talk about any of the ideas they saw in further detail. Since they are already my clients and are already paying me for handling their site updates for them, it’s a great way to sell additional products and services on an ongoing basis. It’s also a great way to increase your value with existing clients.

The feedback I get from this is fantastic.

If you’re going to use video on your website to sell a product or service, why not use it an additional selling tool to assist your sales letter instead of replacing it altogether? If for some reason a person cannot finish reading a sales letter, they can return bookmark your page and later return to pick up where they left off.

If you decide to use a video to sell your products, you’re still going to have to write a sales letter outline because you’re still SELLING a product or service. You’re still going to be talking about the benefits of what you’re offering and you’re still going to be directing the person to buy at the conclusion.

Obviously, the draw of using this method would have great appeal to people who hate writing. That’s understandable. Just remember, there are a lot of people out there who simple cannot sit in front of their computer reading and listening to anything longer than 5 to 7 minutes. I’ve already tested my 13-minute videos on my own clients – and these are people who are already paying me every month. They just cannot make it past the 5 to 7 minute mark without distractions, having to get up, having to talk to someone about something that has absolutely nothing to do with the video they’re watching.

By the time the distraction ceases, they’re in a totally different mindset.

So, if you’re going to use video, be smart and plan carefully. The next time you hear all the hype about sales letters being a thing of the past, just remember – the death of the sales letter has been greatly exaggerated. And when it comes to marketing in a crowded field, unfortunately… almost everything is.