Wednesday, August 15, 2012

Working Smarter: How to Lose Sales with Video

There you go, you click a link to what appears initially to be an interesting offer or opportunity. A web page opens up and it has a black rectangle in the middle with a circulating loading cursor. You've seen it all before, so you move on.

Alternatively, you get to the page with the loading video and the video begins with an annoying voice telling you what a great opportunity you have discovered and how Freddie, once a bum living on the streets of New York discovered a fireproof method of selling widgets to people who would pay a ridiculous price over and over. Freddie, it continues now has three Ferrari's, 10 Tag-Heuer wrist watches, a multi-million dollar mansion (see the photo man) and the photo of his wife in a bikini has you drooling at the mouth (if not partially aroused); does Freddie really have all that ... her? Oh, if only you could have one or two of the Tag-Heuer watches, perhaps a Ferrari, but preferably, a full weekend slipping in and out of bed with Freddie's wife. (Sorry girls)

Then of course comes the story about how Freddie, because he's such a nice fellow and altruistic at heart wants to share the secrets of his wealth with everyone who can afford to buy it. But wait, it's not the $599 his accountant said he should charge, it's only $97 for the first 20 people who sign-up right away. But no-where does Freddie tell you that it's a membership ie, $97 per month, not just a one-up payment.

You only find these details out if you are one of those tenacious people who hangs on until the very end in 45 minutes time, or you are gullible enough to think you can emulate Freddie's good fortune and read every bit of fine print.

Yes, I know, I'm being ultra cynical. It is true that there are some realistic special offers on the Internet. The mistake many people make when they have a video presentation though is that not everyone wants to sit through a 40 minute presentation. If you decide to chuck it in in most cases you can't get back to where you were. Most times you can't move quickly to the end of the video. This is when people decide to simply move on and the chance of a sale disappears rapidly. In a click!

If you must have a talking head presentation telling everyone about your offer, then for goodness sake also provide some alternative method that suits clients who don't want video. Many people still have slow Internet connections. With them, video is a waste of time and effort as they spend most of their time waiting for data to load.

My suggestion?

If you have video, either incorporate it in text on pages or provide it as an alternative. You could also have audio for those who have difficulty reading. In either case, don't produce something that takes forever. Skip a lot of the bull and get to the message. People won't sit around listening to hyperbole.

When I "read" a sales blurb, I read the first few paragraphs and then skim to the end to find out what the cost is ... what is the deal? I go right past the dozens of testimonials as I've seen them all before and know they will all speak highly of the product. I'm sure there are people with different approaches from me, but in the end, people want speed and accuracy.

If you are into video marketing, remember that in the same way that people learn differently, people also have different methods of acquiring sales information.


PS: Maybe the photo above says more about what I like than what Freddie likes


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  2. Another reason for being careful about using video is that many people still can't access good Internet speeds. Video rolls along intermittently as their connections have difficulty with load speeds.


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