When you make a sales letter, you have different options. You can make a sales letter be entirely made of text, a video and nothing else, or combine text and video. Which one is right for you, If you ask me, a text sales letter is easier to make because I don’t have to worry about video sizes and I don’t have to reshoot or worry about graphics or sounds.
With text I can words up on a screen and that’s it. Text is good because it gets the detail oriented people. People who want to know exactly what they’re buying, what’s exactly in Module 3 of your course, what problems does it solve. They want to know all the details and text is helpful for that. Especially because anyone can scroll down to the bottom of the page add any points and choose to buy.
Video on the other hand is easier to pull people in and they can hear your voice, they can see whatever graphics you choose to put on the screen, and you can even set up things where people can’t skim or fast forward, or scroll to the end of the video. But unfortuantely, this is also the problem because it’s tough to back on a video and see exactly what you’re getting, and even if there are fast forward and rewind controls, it’s hard to see the big picture to see the entire offer in video.
That’s why you’re seeing more and more sales letters that used to be 100% video, now have text below it so that the exciting presentation is on video but the actual details of what’s inside the offer or inside the course is below that video. At first glance this might seem to be the best of both worlds but this is something you need to split test because many times I’ve found that giving people something extra to play with, distracts them from the sales letter and many people will watch the video and leave.
Text and video is a good place to start but then you should split test text and video against text with no video, and you might be surprised at the results. But either way you shouldn’t discount a text sales letter because it has been working for so long but you also shouldn’t discount a video sales letter because it might convert better for your particular webpage.