The web is no longer just about pictures and text. In this age of broadband, video is becoming more and more standard, and it has proven to be one of the best ways of selling online.
With the increasing number of people trying to sell a product or service, competition is heating up. While the market is broad, it is also dense and everybody seems to be trying to sell the same thing as the next guy. Getting the attention of prospects these days has become a task of herculean proportions.
Perhaps that’s why today’s marketing arena is becoming increasingly dominated by video. In this age of YouTube, video is encompassing the web as never before.
People have become lazy these days. They don’t want to have to read a whole sales page from top to bottom. People often skim sales pages rather than reading them thoroughly, unless they are already very interested in a product.
This is why promotional videos are frequently placed at the top of sales pages, and sometimes a sales page consists of little more than the video itself. If you can get the visitor to watch and listen to the video, he or she is more likely to read the rest of the sales page.
Videos don’t have to be fancy or elaborate affairs. Quite often they simply consist of the merchant narrating his or her own sales letter accompanied by slides containing the text of the sales letter itself.
A good introductory video can accentuate the sales page by highlighting the benefits of the product and showcasing the key features with a few bullet points describing the benefits.
Getting the prospect hooked and enticing him to read more is what a sales page is all about. You can make a simple video with Movie on the Mac or iPad. Other simple video presentation apps for the iPad include DoodleCast Pro and WiPoint HD (pictured).
A good headline is certainly a start, but it is no replacement for video! If a picture is worth a thousand words, then surely a video must be worth a few million.
Sometimes, video can be used to demonstrate things that are difficult to put into words. It also often has the power to speak directly to the emotions.
Remember that sound and pictures are more likely to stick in the viewer’s mind longer than written text. A video allows the viewer to hear the marketer’s voice. The marketer can share anecdotes and stories and make an emotional appeal for the product that he or she is pitching.
Of course, you must follow the same rules of good salesmanship (and also honesty) in your video as you do in your written sales copy. You don’t have to have the speaking voice of a James Earl Jones, but you should speak clearly and with enthusiasm.
While the average video consisting of spoken sales copy is not likely to go viral, if you add dynamic visuals to your video, it could take on a life of its own. In any case, adding video to your sales page is more likely to make it stick in the minds of your viewers.
Interactivity and appealing to the emotions of your prospects is what online video is all about!