Long Sales Letter or Long-Winded Video?
Perhaps I am the exception but it perturbs me that the long and predictable sales letter page is being replaced by an optin form leading to a long-winded video which has no details about its length and takes way too long to arrive at a point.
This trend reminds me of a desert character that I met recently on an outing. Although the dialogue was entertaining, this person spent an hour telling my friend and I what he was going to tell us AFTER he told us why he was going to tell us what he was going to tell us. Of course, we were free to leave at anytime but he seemed to have a need to tell his story, and I wanted to give him a chance. In the end, it was a circular and one-sided discussion and he never really told us anything.
But it was interesting to behold…
Time is a non-renewable resource
How we spend our time each day is one of our more important decisions. An email or link sent through Skype sometimes elevates my interest . When the destination turns out to be a video landing page that provides no text to scan, the journey is predictable. Someone is going to try to sell me something.
While it is entirely possible that what they have to sell is something that I want or need, what is the benefit of biding my time through more than 30 minutes of self-aggrandizing dialogue, waiting to hear the price and being forced to endure so much “ but wait … there’s more” yammering?
deep discount or inventory liquidation?
People don’t like to be convinced of something’s worth. Idle curiosity led me to computing the discount of the bonus items for the most recent Video Sales Letter so I could report it to you. The add-ons for this particular Video Sales Letter offer were “conservatively” valued at $38,731. Yet, this internet marketer was willing to “give” them to me for $1,997. That’s nice, but is it believable?
If you are quick with a calculator, you’ve already determined that this is a 94.8% discount. I’m fairly certain that opting into this offer would have led multiple upsells and an offer to have a trial membership with on-going fees of $97 a month, or more. I’ve seen it before.
But here is my point: Liquidation sales are not a new idea. In fact, Russell Brunson just had one and he didn’t pretend it was anything other than it was. I truly admired that.
ambiguity, logic and the law of averages
During the dialogue, the marketer informed us that his secrets had only been released to a handful of people who had proven to him, during 8 months of trialing his methods, that what he had found was not a fluke.
What is a handful to an internet marketing millionaire with a huge list? If the handful of people privy to the software and techniques have an 8-month head start, is there a prayer that these “hand selected niches” can be still penetrated and leveraged?
Even though I’m basically an optimist, this sort of talk makes me skeptical. I learned in the racquetball court that timing and position are everything in life. In other words, creating the money-making idea or being part of the cadre of founders is the place to be if you really want to be if you want to cash in on something.
If you are invited through a mass mailing, you are not in that group. Applying their techniques to your current tactics has potential to improve your sales but please stick with your own niches. Those “hand selected” niches are highly likely to be saturated.
My viewpoint is that wealth will follow the pursuit of something that you already are interested in and will enjoy working with every day. Using that base formula, your marketing, whether or not it is a Video Sales Letter, will genuinely convey your enthusiasm and have greater potential to become viral. Your time spent researching the niche is time that you would be spending anyway because it is interesting to you. Your targeted list is easy to acquire and grow because you are interacting with people naturally already, through Twitter, Facebook,LinkedIn and your blog.
Identify those things that you truly enjoy and focus on what you like to do anyway and don’t invest yourself in the outcome. It will come to you without a struggle if you maintain focus and don’t allow yourself to become distracted by the noise around you and frivilos get rich quick schemes.