One of the great misunderstandings of marketing is that 'people
buy' not media... There are people on the other end of any marketing
media you send out. So it is difficult for me to understand why on earth
people will hire one copywriter to write their website another to write
emails for them and uet another to do their postcard mailings...
If I didn't know how to write copy, I would just find a copywriter who knows how to write copy for my target market. After all it is my target market are going to put money in my pocket not the emails or the websites or the postcards.
To this end I have taken copy that has been very effective for a market and I have turned it into effective Google ads, sales letters, landing pages, emails, websites, Facebook ads, newsletter content as well as speeches, audio, video and webinars.
So here are my three steps for taking a winning sales letter and turning into a video script in just 3 simple steps.
Step 1: Revise 'where you are going' Make sure that your offer still stands. For example I've had to change offers to work a little better in the given environment. I'll tinker with premiums and pricing in order to get my sales letter working as a speech.
I have invented entire additions to products in order to get the price point right to be able to deliver it as an economically viable seminar speech.
As a rule of thumb your video should work just fine with the same offer but always make sure that you have your best offer in use.
Step 2 Repurpose the Introduction/lead. Although the goals of the introduction never actually change, the structure can. Several classic direct mail leads don't necessarily work as well in a speech - either taking too long to develop or there being more effective ways to accomplish the same thing faster when live.
Tone of voice are more readily accessible in a presentation so things like innuendo and sarcasm are more readily received. And you can usually get away with being a little more direct without being off putting in a video script.
Take underlying form you know works and repurpose your introduction/lead.
Step 3 Add the necessary visuals. Video has audio and visual components that your sales letter doesn't. Even if you are just doing a 'PowerPoint slide show' and reading the copy aloud for your video you can enhance your conversion with slides. They are options to simply and easily help to keep your audience engaged and enhance what you are saying. Don't go overboard but all the same make sure your visuals are adding to the effectiveness of the sales presentation.
If I didn't know how to write copy, I would just find a copywriter who knows how to write copy for my target market. After all it is my target market are going to put money in my pocket not the emails or the websites or the postcards.
To this end I have taken copy that has been very effective for a market and I have turned it into effective Google ads, sales letters, landing pages, emails, websites, Facebook ads, newsletter content as well as speeches, audio, video and webinars.
So here are my three steps for taking a winning sales letter and turning into a video script in just 3 simple steps.
Step 1: Revise 'where you are going' Make sure that your offer still stands. For example I've had to change offers to work a little better in the given environment. I'll tinker with premiums and pricing in order to get my sales letter working as a speech.
I have invented entire additions to products in order to get the price point right to be able to deliver it as an economically viable seminar speech.
As a rule of thumb your video should work just fine with the same offer but always make sure that you have your best offer in use.
Step 2 Repurpose the Introduction/lead. Although the goals of the introduction never actually change, the structure can. Several classic direct mail leads don't necessarily work as well in a speech - either taking too long to develop or there being more effective ways to accomplish the same thing faster when live.
Tone of voice are more readily accessible in a presentation so things like innuendo and sarcasm are more readily received. And you can usually get away with being a little more direct without being off putting in a video script.
Take underlying form you know works and repurpose your introduction/lead.
Step 3 Add the necessary visuals. Video has audio and visual components that your sales letter doesn't. Even if you are just doing a 'PowerPoint slide show' and reading the copy aloud for your video you can enhance your conversion with slides. They are options to simply and easily help to keep your audience engaged and enhance what you are saying. Don't go overboard but all the same make sure your visuals are adding to the effectiveness of the sales presentation.
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