Video Sales Letters – A Brief Overview

Video Sales Letters are an incredibly effective way to capture the attention of prospective clients and customers. They are relatively quick to create and they have the power to invigorate a static Web page with content that grabs, engages and converts prospects into purchasers.

The components of your Video Sales Letter are simple. They are:

1. Sales Letter Script (Copy)
2. Audio Recording of Sales Letter Script
3. Video and/or Graphic Elements
4. Music and Sound Effects (optional)

As in any content that has value, it starts with the written word or, what exactly is it that you want to say? Successful copywriting is an art form in itself but with a little study and practice one can get good at it pretty quickly. The important thing is to grab your viewer as fast as possible so they will be engaged to the point where they stay to hear your entire message. Do a first draft and put it away for a day. Then come back and look at it with a critical eye for editing and revisions. Get feedback from others on what feels right or wrong about the copy. Test a few different versions. Rewrite until you feel you’ve got an effective, persuasive script you want to go with.

An audio recording of your copy is the second element you’ll need. This doesn’t have to be anything complicated. For many projects I’ve simply recorded a voice track in Garage Band or some other audio recording software, the key element for success being, recording your script with enthusiasm and doing it in a “clean” recording environment. By “clean” I mean equipping yourself with a decent microphone that can deliver good audio quality and recording in a place where you won’t have much extraneous noise. Too often people think they can get away with lousy audio and of course you can, but it will undercut the overall effectiveness of your content as viewers will be distracted by these easily correctible issues.

While recording, remember that you, (or your voice talent) does not have to read the entire script perfectly in one take. Stop and start the recording of your voice over as you see fit. If there’s a mistake don’t freak, just start again from an appropriate point and concentrate on getting the “performance” you want, (yes, reading a voice over is a type of performance) that has good rhythm, cadence and clarity. Be aware of word emphasis and intonation, or the rise and fall of speech patterns so it feels natural and genuine. Don’t be afraid to place emphasis on key words and phrases as this is a good way to get your main points across to your viewers.

You’ve written your script, recorded the audio, now it’s time to create your visuals. Like everything else when producing media, this can be as simple or complex as you like, or more precisely, what your budget allows.  There are those out there in Internetland who will tell you to just get it done even if it’s just “quick and dirty”. They say use text-only graphics, or just record a Powerpoint presentation for the visual element. Personally, I’m not one of those people. If you’re going through all this effort to produce a quality piece of content, you want to make it as visually exciting and interesting as possible to keep people watching. Find images by doing a Google image search on words and phrases in your copy that will reinforce your message. Use text for effect to stress key points and ideas.

One of the things people forget when setting out to make a Video Sales Letter is you are still attempting to persuade prospects to take some kind of action. Whether it’s subscribing to a newsletter, filling in an opt-in form or calling a toll-free number, your goal is to MOVE the viewer to do something. If they were interested in your product when they landed on your site you already have a head start but don’t blow your momentum. The creative use and sequencing of photos, video, motion graphics, animations and text have the potential to create the highest level of engagement and when arranged with the right combination of care and taste, your finished piece will have all the elements to achieve it’s stated goals.

Music and sound effects are the finishing touches on your newly created video sales letter. While these items are not always critical, they can unquestionably have the effect of adding excitement, rhythm and energy to your work, all important elements in keeping your prospects engaged.

This is just a brief introduction to what it takes to create an effective Video Sales Letter. Stay tuned to future posts, which will go deeper into the details of how to accomplish each step in the process.