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For my review site, I purchase quite a number of Internet marketing products and in niches I'm marketing in myself, I tend to buy here and there as well, just to see what the competition is up to. Bottom line: I see a lot of product.
Nowadays, almost every info-product comes with video and almost every other type of product comes with video-tutorials (installation-instructions and such). And of course, sales-pages largely feature video as well.
Unfortunately, many product creators are making a crucial mistake in how they create videos for their sales-pages and their products.
Every product creator needs to be capable of making two distinct, different types of video.
The Sales Video is what you show your prospects and it's 100% geared towards selling. This video is made and streamlined to create the best possible conversion rate on your sales page. This, in most cases, means lots of hype, little to no tangible information on the product itself and lots of emotional button pushing (sorry if this seems harsh, but that's what makes sales).
The Content Videos are what your customers get to see. This is a completely different kind of video and must be geared towards effective information delivery. This means well-structured information delivered in a clear, easily understandable and possibly entertaining fashion.
Why do I bring this up? I've seen several times that someone's good at making a compelling sales-video, but fails horribly at delivering information through video. The customers discover this once they buy the product and that's a bit of a disappointment.
Have you experienced this as well? What are your thoughts on the subject?
Cheers,
Shane
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