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Turn Your Videos Into Cash
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Headline For A Live Example
Introduction:
Jay Douglas and Terry Telford recently recorded
a tell-all TeleClass that showed attendees how
to create and produce high performance sales
videos for their websites. The following
excerpts were taken directly from the TeleClass.
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Jay Douglas
and Terry Telford Reveal How To:
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How To
Create A High Performance Sales Video
Terry:
So what’s actually on the video? Is it a really
quick summary of what would be on the sales
letter? What’s the content there?
Jay:
Well basically I tell them
what I’m going to tell them, tell them, and tell
them what they have to do to take action. I’ll
go over the sales letter and see what the
features are; I’m not worried about the
benefits. In traditional copywriting, they tell
you to tell them what the benefits are; you’re
going to have a lovely home and you’re going to
get all the things you want in life and blah,
blah, blah. Well, look, I have 60-90 seconds and
I’ve got to tell the people, ‘look, this is what
you’re going to get with this product, this is
what it’s gong to do for your business, this is
what it’s going to do… a, b, c, d, you’re going
to get this and this.’ It is a short, tight
synopsis of what is on the sales page. Then
people can look at the video and say, ‘you know
what, I’m really interested in this, I’m going
to read the sales letter to get more information
about this.’
Then you have a really
targeted person that is on your web page. They
see the video and you do your 60-90 second
“schpeal” and well, they’re not going to read
the rest of the sales page. And my point is,
they probably won’t reach your sales page
anyway; for the most part, people are getting
away I believe from these 30, 40, 50 page long
sales letters that talk about, I call it
obnoxious things, like ‘I’m going to blow your
socks off.’ It’s unbelievable, it’s not credible
and people don’t have time for it.
How To Make Sure Your
Video Is A Success And Not A Flop
Terry:
You know what Jay? This just
blows my socks off! Because part of what I do is
copywriting, so from a copywriting standpoint, I
always sell in the benefits, I sell the sizzle,
not the steak. What you’re saying goes
completely against my copywriting training:
don’t sell the sizzle, sell the steak.
So in a video, you’re doing
the absolutely opposite, focusing on the
features instead of the benefits. You’re doing
it opposite to what your sales page is doing.
Jay:
That’s true, and I’ve done
for example, videos for major copywriters like
Mike Fortin, the copywriting king, but the
videos that I’ve done for him have all been in
the vain that I told you. I talked features,
what you’re going to get, what this is gong to
do for you, what’s the bottom line, what am I
getting at? That’s what people want to know in
the 60-90 second realm. Now, as I said, once
they watch your video, then they become
qualified; ‘well, yeah, I’d like to get some
more information on that.’ They’ll either
bookmark your page or sit down and read it right
then and go through that 10, 15, 30, 40, 50 page
letter at their leisure because now they’re
really interested in what you have.
But if you come off with a
video that says ‘oh, we’re going to give you the
lifestyle that you want and you’re going to be
walking the beach with 15 Tahitian girls,’ they
don’t want to hear that. That video is not going
to sell, guaranteed.
Terry:
Then the actual purpose for
that video is not necessarily to sell the
product, but to draw people into the sales
letter; your video is actually acting as a
surrogate headline.
Jay:
This is true. This is true.
And actually, we started testing videos that are
on a squeeze page and they say, ‘here’s the
video, here’s the headline, here’s the
sub-head;’ and it’s either got an order button
or a sign me up for more information button.
That’s it.
Terry:
Wow, so you just eliminate
all the copy and have the video do all that for
you!
Jay:
Yes, and we found this,
believe it or not, very effective. The reason
is, that people don’t have time, they’re too
busy, or the baby starts crying; the phone’s
ringing; people have short attention spans. Hit
the video, they say ‘oh I like that’ or ‘I don’t
like that,’ and you’ve got a really targeted
person coming out of that funnel.
Terry:
That’s fantastic. So
basically, the videos can be the summary, same
procedure or the same purpose as what the
headline would be. If you combine a 60-90 second
video at the top of your web page, then continue
on with your regular copy; for anyone who’s very
detailed oriented can go ahead through the copy,
but basically that video’s going to sell for
you. People are getting to scroll down to the
order button, they’ll read the copy or they’ll
disqualify themselves and hit the back button.
Jay:
And move on, exactly.
Software And Hardware Tips
Terry:
Excellent. I think what we
should do Jay, before we go on down the vein of
the actual purpose and what the video is doing
for us, maybe we can backup and get a little bit
more technical and look at what kind of
software, and hardware we need to get this video
going. Let’s look at the hardware first; what do
we need hardware-wise?
Jay:
Obviously you have to have a
computer and if it has Windows XP on it [I don’t
know anything about Macintosh so I’m speaking
only to the Windows people and I hope that
doesn’t tick some people off that are on the
call], but I’m a Windows guy. Windows XP, you
already have the software on your computer that
you need to make videos and it’s called Windows
MovieMaker. It is almost like a step child of
the Camtasia Studio Suite. Camtasia Studio, it’s
a $300. program; that will do a little bit more
than Windows MovieMaker but Windows MovieMaker
is a free program and has a phenomenal set of
capabilities, it’s pretty straight forward. Once
you get in there and start playing around with
it, you’ll see it’s quite easy.
When you first open it up any
program, it looks a little bit daunting if you
don’t know what you’re doing; you’re not
familiar with it. Get in there and play around
with it a little bit, you’ve got everything you
need right there.
The only other thing you
really need to start making your own videos is a
microphone and there are three kinds. There is
the desktop microphone you can move around on
your desktop, the headset microphone and then
what’s called a Lavaliere microphone. Of course
the headset is just strapped on your head with
the earphone and a little mouthpiece. The
Lavaliere is what you see the newscasters wear
on TV, NBC, ABC news; they have a little tiny
black microphone that’s clipped right on their
shirt or blouse. When they talk, it picks up
really well. You can get it at a place like
Radio Shack for $10, $15, $20.
I recommend the one with the
headset with the boom microphone on it.
Something from Plantronics is a good buy; also
Logitech has good microphones like that. Once
you have the microphone, speak into it, I’m just
talking about doing what they call Screen
Capture Videos. That is, you can combine things
that you put up in PowerPoint, still
photographs, you can even combine moving video,
live video into it. But that’s all the equipment
you need to make what I would call Screen
Capture Videos.
Now of course if you’re going
to make a live motion video then you’ll need a
video camera. One of the biggest fallacies that
I’ve discovered when 99% of people talk about
‘let’s make videos,’ they think automatically,
‘I’ve got to stand in front of a video camera.’
That’s not the case. If you want to do that you
can, but if you’re going to be producing your
own video, then of course you’re going to need
the camera, but there are massive amounts of
video on the internet you can purchase; you
never need to touch a camera.
You can purchase the raw
video; if you want a video of a fireman or a
video of a mother with a child, or whatever
video you want; you can combine that video with
your still shots, with your graphics, with
whatever you want to say, and put those in a
Screen Capture type of video and do very, very
well with it.
Terry:
Okay, so we really have two
different ways of going about things and almost
a third way with a combination. We can go into
Screen Capture Video, where everything is done
right on the computer, we don’t need the video
camera. Or, if I want people to actually see
what I look like, and I want to sit there and
talk for a few minutes, I can record myself on
my video camera and then I can use that. Then,
somewhere in between, I could combine it so you
can see what I filmed on my video camera
combined with a PowerPoint and some stock video,
is that right?
Jay:
That’s right. Hang on a
second, is that my competition I hear breathing
on the phone? I’m just kidding. Let me tell you
this though. There is a caveat. Even if you buy
a camera, if you get in front of it and you’re
not… you know, some people can sing but they
should only do it in the shower. My partner,
John Ward, who’s in Scotland, is very, very good
in front of a camera, he’s a natural; some
people could get on video, you just point a
camera at them. But if you are not photogenic or
don’t come across well, you can do yourself more
damage trying to get on the video yourself than
if you just went on and went with the screen
capture we talked about earlier. That is one
point to consider. I think this way, you’ve
either ‘got it’ or you don’t. When you come
across on camera you’re trying to sell the
audience and if you just don’t come across well;
no disrespect, some people just don’t’ look good
on camera, they don’t come across well, they
don’t get that good feel, then you shoot
yourself in the foot before you ever get
started. Do you see what I’m saying?
--- End Report
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If you found this short
report helpful, you can download the entire
package, Turn Your Videos Into Cash
here
The full
package, Turn Your Videos
Into Cash, Includes:
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Master
Resale Rights – You keep 100%
of the profit from every copy you sell |
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Downloadable CD – Download and
listen at your convenience in your car
or on your MP3 player |
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Transcript in PDF
format – Print it out for easy
reading and note taking |
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Sales
page – Simply upload it and let
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Thank
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Customize a couple links and upload the
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Legal
Disclaimer and Terms of Service
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Marketing kit to promote the
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Order your copy of
How To Create And Produce Killer Sales Videos
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