Would you rather watch an engaging video that really tells the story and illustrates very quickly and easily how a product works, or would you want to plow through a detailed sales letter, that might or might not get to the point? Obviously, the video would be the answer most people would give.



If people are interested in the topic of your product or your service, they will take a look at your video, as long as the video is not too long in duration. Usually if you keep the video under three minutes, you are on safe ground. Any longer and you run the risk of a phone ringing or them being interrupted by some other outside influence.

Even a two minute run of your video is usually sufficient to cover the main points of your item, and then you can refer to a website which could have your sales letter attached to provide more detail of your offer.

The more different senses that you can get the prospective customer involved with, the better. While a sales letter only involves one sense, which is visual, he or she will not be as engaged as you might wish with your item. However, with a video, you not only have vision, you have audio, and you are telling a story, which can fully engage the person.

Now on the other hand, text is supposed to be interesting and tell you what you need to know; but when it starts to get boring, readers can generally just skip a few sentences or paragraphs ahead. So if you try to sell with just a video, then you're losing the main advantage of text. And if you just try to just sell with text, you lose the advantage of having video, as it entertains viewers and reduces the bounce rate. So obviously the answer is to use both in sales letters.

Videos are far superior to sales letters in the conversion prospects to customers primarily because of the engagement factor of the videos. We live in an entertainment society, where people love to go to the movies. Just look at the success that the movie industry enjoys, and you should be capitalizing upon that trend. In marketing, the more of a person's senses that can be involved in any sales approach, the better. With a video the visual aspect, as well as audio, and the movie effect are three items that grabs the attention of the person. The sales letter really only employs the visual effect when the person reads the sales letter.