Product Launch Sales Letter vs Sales Video

Ok, you’re launching a new product for a client.  They’re seen those new fangled Sales Videos floating around on the internet. They want one, or they don’t know whether to have one.  What do you do?

Well, there is no right or wrong answer here. It will depend on the market…

In my experience videos have definitely improved conversions.  But on the other hand, I’ve had Sales Letters that have converted at over 18%, way above the norm!

But I’ve never done a Sales Video on its own on a sales letter.  When I’ve used a Sales Video on a site, it’s always been with a Sales Letter.

When I’ve done that, I’ve usually shortened the sales letter to give the overall information and bullet points about the product, and not the full story, as I usually would in a Sales Letter.

Talking to Matt Bacak recently, I asked him about his experience of Sales Videos vs Sales Letters (as he is a demon for testing everything), and he said that each market can react differently.  He said that some markets that you think will convert with a Sales Video won’t, and a long form Sales Letter will work best.

And the same is true with the Sales Letter.  Sometimes the Sales Video will work better.

At the end of the day, there is only one entity able to tell you what will or will not work – THE MARKET.  You have to give it to them and test that puppy.  They’ll tell you which one they want.

As with most things there will be times when things are in fashion, and times when they’re not.  At the moment, the Sales Video is the method of choice for most of the big marketers.  The likes of Frank Kern have conditioned their list to accept his videos.

It does help that he’s a Ninja when it comes to the Pattern Interrupt and almost always giving you the unexpected.  If he feels he’s been using something too long, he’ll change.  This is something you should adopt.

So, if you’ve been using the Sales Letter a lot, either for yourself or your clients, then test the Sales Video, either alone of with the Sales Letter.

If you’ve been using the Sales Video only strategy for a while now, then look to add some copy to the sales page.  Again, test and see.  You might be surprised at what you might find.

I’d love to know your thoughts about Sales Video vs Sale Letter. Let me know what works for you and why.

Tagged with: conversion • long form • product launch • Product Launch Manager • sales letter • sales video • testing

Filed under: Product Launches

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