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Video Sales Letters: Three Reasons Why Marketing Videos Work Better

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Traditional sales pages still do a fine job of attracting and converting visitors into customers, but video sales letters trump them.

This article will not seek to make you pull the plug on your conventional sales letter campaigns, but it will certainly tell you why you should use more video marketing.

Video sales letters are not that new. Ads on TV date back to the early days of mainstream television. The reason online video marketing is more popular and powerful now is the growing number of tools that make it easier to create videos that really sell.

As proven by traditional television advertising, nothing makes more money than video. And marketing videos can do wonders even for the newest business on the block.

Let’s explore the reasons marketing videos work better than traditional methods of selling online.

1. Video sales letters are much better at depicting demonstrations

People these days are more visual than ever. The old adage “to see is to believe” is truer now than in the past. The only time we believe what an idea can do is when it’s demonstrated to us.

And therein lies the power of the marketing video.

Marketing videos don’t just tell stories; they also effectively demonstrate what a product or idea can do. So if you are selling with videos, don’t just tell stories about how well your product or idea can solve this and that. Show it!

Demonstrate to the world what your product or idea can actually do. Take advantage of the power of video by depicting a vivid step-by-step process of how it works to solve a problem, ease a pain, increase a pleasure, or boost efficiency.

2. Animation is key to retaining attention

It’s sometimes hard to attract people’s attention. It’s especially difficult to retain it. We all have short attention spans, and according to experts, an average person will pay attention to a video for only about 10 to 60 seconds.

One of the keys to retaining your audience’s attention is to include animations, moving graphics, and gripping transitions in your video. Even without showing moving objects, if your video includes a healthy amount of animated text, you’re set. Why? Experts have shown that moving text effectively resets and extends a person’s attention span.

So when you create a marketing video, be sure to include a good amount of animated text and frame transitions, especially when you get to some of the most crucial points of your marketing message.

3. Sound effects and modulation of human voice

Much like animated text and moving objects, sound effects and modulation of the human voice in videos have a profound effect on our attention. Appropriate background music sets the viewer’s mood, as well, but be sure the music you choose is appropriate for your marketing message.

The human voice is also a powerful tool for regulating an audience’s emotions. With the right modulations, you can trigger buying emotions.


There you have it: three solid reasons why you should use more video sales letters. You will be surprised by what they can do for your business. Also, you may be delighted to learn that video sales letters can be more cost-effective than conventional sales letters.

If you want to find out more about how to integrate video marketing into your online business, contact us and we’ll show you your options.

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Jayson DeMers

Jayson DeMers is the Founder & CEO of AudienceBloom. You can contact him on LinkedIn, Google+, or Twitter.

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