Ryan Lee

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This is bait and switch, an old method that became illegal, for good reason! The article looked fascinating, you'd have gotten much further by offering it as a free piece. You could have sent it to your members only but you deliberately sent it to your email list. Not a good marketing move in my book.

Fran, I welcome all comments - but I have to respectfully disagree with you.

I sent links to 4 videos. This one you are commenting on is FREE. So is the other video about creating info products.

The other 2 videos I mentioned in my email are "premium content" - and it even said Inner Circle next to each of those videos.

In fact, I'll go one further... it would be bad marketing if I did NOT tell my non-IC members about the premium content I have available.

It would also be bad marketing if I only had links to paid videos, and no free content.

-Ryan

This is pretty timely info, I have been discussing with my partner what type of sales coopy we want to use, and we believe our demographic is not going to appreciate a long scroll-heavy page. Good to see some other people are taking a different approach, and would love to know if you come across any others. Thanks Ryan.

When ever someone tells me I 'should' have done something with my list or members, I always tell them to write down that tip so they CAN do it when they have a list and members.

I clearly read the email and it pointed out on both #3 and #4 that they were for Inner Circle members only.

Very clear... Ryan is a straight shooter.

That site looks great - But wouldn't you or is there some way to add some sort of free item such as an e-book in exchange for their email so that you build on the back end of with a autoresponder email for future prospects/sales ?
I will be joining your Inner Circle soon and thanks for the free education of wealth of instructions and guidance that has help prepare me in the right direction which now it is about the first step joining and getting more wealth of PASSIVE information on the other side of your membership.

Hi Ryan,

Thanks for this insight. I would actually say that all this really is, is a video sales page with enhanced graphical elements to give it some context. The reason why it is selling well, is because of the video content, the compelling sales arguments, the overwhelming proof and the sheer value in the offer.

Nothing groundbreaking there, but something many marketers totally miss the boat on...regardless of the copy style.

I think if you have those elements (killer offer, lots of proof, great selling argument) then you'll bank no matter what.

Perhaps though, video has a new edge over text - because it bridges the gap of mistrust (seeing and hearing a real person) and delivers more emphasis and emotional appeal which written text cannot.

What a relief. Actually I've observed some of the so called Gurus
switch from using the long sales letters that they convinced us
to use and have started transitioning towards this concept.

Thanks for the info.

Ryan,

Great content and I applaud the short, digestible format.

One comment though ... any chance of switching the video players that you use. There is a pause function but there is no ability to replay a portion of the video unless you start right back at the begining.

Cheers and thanks,
michael

Hey Ryan,

Great content and a applaud the use of short, digestible amounts.

Is there any way of switching out your video players?
There is no way to repeat a portion of the video unless you start all over again.

Cheers and thanks,
michael

Thank you for this example, Ryan. I've been suspecting for a while that the long sales page is tired, but didn't see a better way to do it. This is great!

P.S. My team took a stab at creating a different format at: http://www.invaluableinc.com/personalsystemspac... but it hasn't been successful. I'd be interested in getting feedback from anyone as to why theythink this approach DIDN'T work.

This is great! Much more interesting than long sales copies, holds my attention and I don't get the strong feeling someone is just trying to sell me an ebook.

Hi everyone,

I am a newbie and just joined Kennedy/Glazier as well. If I am correct they are saying stick with Times Roman, Georgia not Ariel; keep the long form; cut down on Graphics. When I look at marketing from the Guru's they do the opposite, even people who are members of Kennedy/Glazier. Do you know if anyone has split tested these pages? I like the modern look myself.

Thanks RL! Long sales letters just always felt so uncomfortable! I hate to read them as a customer, I do not want to waste my time scrolling through pages of junk.

Eric Beard

2010 will be all about K.I.S.S (keep it simple stupid)

Just find out what your customers want and give it to them.

A quick description, benefits, product photo and good product name will do the job.

Long copy works and will continue to work for the most expensive products where a lot of justification/verification is required, but for $27 ebooks?

Copy generally is having to up its game in what is becoming a very visually oriented society and most of the old-school copywriters are getting out of their depth now. Show is becoming way more important than Tell and we've all got to adapt to that.

Ryan,
I signed up for the 30 days trail and I cant get into anything. It has been at least a week and nothing is working out. Please let me know what is going on!!!! This is just crazy. I this site from spencer institute and I have sent emails and have gotten no responce.

Ryan, great stuff as usual... been secretly following your info-product business since you started in the fitness niche.

Okay, let me offer a bit of a contrarian, but still professionally polite opinion.

In the 1900s, a Canadian copywriter named John E. Kennedy called copywriting "salesmanship in print" and the definition has stuck ever since.

Copywriting has gone from just offline media to all types of media including TV, radio, internet, and even video. Every successful infomercial on TV uses a sales script... that was written by a copywriter... usually one who specializes in infomercial copywriting.

Marketing guru Dan Kennedy (no relation to John E.) says 'There is no such thing as a sales letter that is too long... only too boring.' In other words, tell your prospect enough to ethically make the sale but never bore them. On the internet, that's where video *can* help... but there's still a lot of videos on salesletters that are way too long and don't hold people's attention for 10...20...40 minutes of talking head time.

In many cases, simply by cutting the unneeded "fat" from your salesletter will improve response rates.

Using a video sales script instead of ad-libbing what you're going to say will also help as well.

The biggest takeaway that many people might miss is Mike Roussell is actively testing and tracking his results. If his test didn't work, he knew what exactly he did differently and could adjust his marketing and sales letter accordingly. Testing isn't always fun to setup or do but when you find a conversion booster... you'll love the extra monies it produces for your business.

Video isn't always a slam dunk winner either. I've seen client cases where using the wrong style of video... poorly done videos... or for certain niches/products... just depressed conversion rates instead of elevating them. That's why it's really important to test your marketing so you can make quick changes as needed.

Death of long sales letters... nah. The sales letter is being read to the prospect in the video. All of the traditional copywriting and sales elements are there. Then there's the component descriptions. They are in separate sections that pop open independently but still use long style copy instead of 1-2 sentences to describe them.

My quick estimate is the sales letter would be 8-10 pages long if all of those elements were put together in traditional long copy style sales letter format.

Take care,

Mike