May 14

Using Video in Advertising


AS1_Copy_CourtIn an excerpt from the Action Seminar, John Carlton’s panel of expert copywriters critique a participant’s webpage, discussing the merits and limitations of using video for your pitch.

Their comments:

David Deutsch:  Yes, the skepticism is huge.  A little credentializing, something that lets me know either he’s unique or what he has to say is unique would be a big help

Kevin Rogers:  Now, that is probably in the video, which we’re not watching…

Robert Gibson:  Well, that is the whole point we were talking about…video pages and stuff.  When you just start coming in with money it just starts sounding like everything else you’re looking at.

Kevin:  Exactly.  You still have to get us to press “play” and you need something unique to get us to do that.  “You won’t believe what I reveal in this video…Something Frank Sinatra used to do to his cat”.  Something to make me want to know what the heck this is.

David:  He’s not even saying that it is something that he did.  He’s just saying you can.  He isn’t saying he did it.

Robert:  A quick thing to look at.  Sometimes you can just highlight the headline and right click, and it will say “Search Google for ‘Discover the number one secret to slapping Google’” or whatever your headline is.  And see how many people are saying the exact same thing.  If that doesn’t talk you out of wanting to do it (or “Who else wants to…?” and all that).  Just get clear on the fact that you can have something you think is totally unique.  How many sites have you seen that look exactly like this?  They have the opt-in, a little picture, “you don’t need this”, “you don’t need that”, whatever, and it’s just money.  I don’t know…

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