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Table of Contents:
Introduction........................................................................................ 3
Chapter 1: Who is Your Audience? ..................................................... 8
Chapter 2: What is Your Audience’s Pain?........................................ 19
Chapter 3: Common Buyer Objections and Resistance..................... 24
Chapter 4: Video Sales Letter Formula – Part 1 ................................ 29
Chapter 7: The Tools......................................................................... 41
Chapter 8: Text vs. Screen Capture................................................... 48
Conclusion ........................................................................................ 50

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Introduction
First things first, I want to make a statement here and some of you may
agree some of you may disagree.
I want to say that standard “text only”sales letters still work. They still work
today but because people are just seeing them over and over and over
again. A lot of people have got used to it. Yes, they still converse. The only
real way of knowing whether or not they're going to convert for you is by
testing it.
Now if you're selling something where somebody needs to visually see it
such as a video course they might want to see a video before they actually
buy it.
Same for a piece of software or something that they need to visually see. If
it's only text and you're talking to an audience that you know are
“kinesthetic” in their visual you're going to lose sales because a kinesthetic

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or visual type person needs to see it. So you've got to realize there are audio
auditory,there are kinesthetic people and people who are visual.
So a lot of times people forget about the kinesthetic and visual type
peopleand if your market is filled with tons of kinesthetic and tons of visual
people and you're only using a text sales letter then there can be a problem.
So obviously different markets can be different but while this could be
debated this course has been created from actual testing of what has
worked well for us.
If you can create a video sales letter or smart video sales letter that mixes
up text screen capture and different types of mediums (I'll explain it later)
you'll be able to increase your sales conversions because you'll keep it
interesting,you'll keep it engaging, you'll address what needs to be
addressed. This removes skepticism which is more and more common; it's a
lot harder to sell to people nowadays.That means you really need to take
advantage of all the technologies that are available to you and stay ahead of
the game.
So now I want to give you a quick overview so you know exactly what to
expect in this course and how everything is laid out.
Chapter #1 is “Who is your audience?”.That chapter is going to show you
how to figure out exactly the demographics of your audience. There are
many different tools out there that you can use. I'm going to stick with 3

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different tools that I personally have used over and over again. I'll show you
what my favorite tools are and why, which tools give you certain types of
data so that you're able to see exactly who that person is like their pains,
their purchasing behaviors and more than just demographics We will be
digging deep trying to figure out exactly who you're talking to because if you
can figure that out then creating the video sales later is just going to be so
much easier.
Chapter #2 is “What is your audience's pain?”. You need to figure this out
because this is going to be the main points of your video sales letter,
especially in the beginning.
Chapter #3 is “Common buyer objections and resistance”. This is general, a
lot of times it can be specific depending on what you're trying to sell. I'm
going to cover this because I want you to know the most common buyer
objections so that you can integrate it throughout your video sales letter.
Chapter #4 is “Video sales letter formula” and in the chapters #5 and#6 we
will look closer at the formula. I will walk you through step by step so you
can pretty much follow along the template.
In the chapter #7 we're going to cover the formula in relation to answering
the big question “what's in it for me?” or “why should I believe in you?”
Chapter #8 is “Your pitch”where we will talk about how to makeyour
potential buyers to take action, make your guarantee and so on.

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Chapter #9 “The Tools” will show you how to increase your conversions by
using technology.
In chapter #10 I'm going to talk about “text versus screen capture”. There's
a time to use text only and there's a time to use screen capture. My take on
that is I would mix it together. In this chapter I'm going to go over the
conceptual of using PowerPoint slides and then I will show you how to do
screen capture. I found over the years that mixing text and screen capture
actually helps. But I'm going to tell you exactly when you should do it.
So here's how it works. Instead of following a template first you're going to
understand your audience very-very-VERYwell.Then you're going to write
your sales letter. Then you're going to apply new technologies to your video
sales letter which I’ll explain a lot more in detail later down the road. So
with that said let's jump to the chapter #1 where I'm going to show you
exactly how to figure out who you are selling to.

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Chapter 1: Whois Your Audience?
So in this chapter I'm going to help you figure out exactly who is your
audience, the exact demographics of the person that you're trying to reach.
This is actually very crucial you don't want to skip this step. I know you're
probably excited to jump ahead but the biggest mistake that a lot of people
make is skipping this part.
You might have a general idea of who you're talking to but unless you really
know exactly if it's a male or it's a female, what age group they are
etc.Unless you actually have that in hand then you might be too general
when it comes to a video sales letter…
So we want to avoid that, we want to be as specific as we can. So without
any fluff let’s see what tools we can use here.
Before we talk about tools, the first thing that you want to figure out is what
are you selling. So let’s say we’re selling greenhouse kits. Now open your
browser and navigate to Google.com.

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Type your keyword or keyword phrasein the search field. Try to be as
general as possible in this case:
Now if you're not aware of what green house kits are, theyare basically kind
of “do it yourself” things and people can set them up in their backyard and
grow tomatoes, veggies, fruits, flowers etc. What we’re looking at here? We
need to knowwhat are the top websites.
Obviously Amazon.com is not going to be what we’re trying to target
because it has just about everything. We want something very specific.
What about“charleysgreenhouse.com”? This site mainly sells greenhouses
and stuff that relates to greenhouses.

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Now let’s go to Quantcast.com. It is free but in my experience I found that it
doesn't always have all the data that I'm looking for, it is very limited. So for
example, I typed in charleysgreenhouse.com and I see this:
On this chart we can see there’s a steady amount of traffic means this niche
is relatively popular but we can’t check the demographics…
The two tools that can help us are Facebook audience insights and
Alexa.com. Alexais paid but in my opinion it's one of the best tool that I've
used just because of the amount of data they have. That's why I’d suggest to
trial Quantcast first and if you don't really see anything move on to the next
thing tool.
Let’s try out Facebook Audience Insights
(https://www.facebook.com/ads/audience_insights). You obviously need to

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have a Facebook account for this. This is what you're going to see when you
open it in your browser:
I love this tool It's very specific, it's more specific than Alexa and… it's free!
This tool allows you to see a broader view of a lot of people on Facebook
who like a specific area.
You can choose a location at the top, for example, United States, United
Kingdom, Australia, Canada or whatever that you want to choose - use this
field. Now generally speaking I’d like to stick with one country so that I can
analyze it and then what I'll do after analyze it is move to let's say United
Kingdom and I'll try to see if there's a pattern. Meaning if the percentages
are similar, if it's more women or more men then I'm going to try to see if

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it's the same in different countries because if it's more consistently then it's
going to be easier to gauge.
So in this case let’s try to enter “greenhouse” as interest:
Press Enter and herewe go:
In the“age and gender” section we can see 82% women and 18% men. So
obviously there's a big leaning towards women that are interested in
greenhouses and greenhouse kits.

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Also, at the right bar chart you can see what is the age group that is most
common or the age group that is leaning towards the interest of
greenhouse. So from what we see the majority of them are25-44 years. You
can open up Notepad and write that down.
Next, if you scroll down you can actually see the lifestyle of this audience.
This is the type of stuff that they like:
This data gives you a better idea of what they're interested in: “Country
ways”,“Outward Bound”,“Rural Parents”etc. So by just looking at this this
tells me that this type of person is most likely in the country.
So youcan add “rural, in the country” to your Notepad.So you're kind of
getting a better idea of what this person is like. Now scroll the page down
and see the “Relationship Status” & “Education Level” section:

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50% marriedand 61% college so they're more likely married and they're well
educated. Scroll down once again:
Here you can see what kind of jobs they do: nursing,retail, administrative,
social services and so on - a lot of country type jobs again. Now scroll up to
the “Page Likes”:

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This gives you a better view of the pages they're liking. So if you can get an
idea of where they're hanging out, where they're going to this can help you
in terms of marketing as well. We can see here somehome decor, cooking
pages, these might give you some ideas about how can you expand your
product and maybe offer something related. Other tabs are
“Location”and“Activity”where you can get an idea of the interactions - how
do your audience people interact with the pages:

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As you can see they don't do a lot of shares and promotions but they do
click a lot of ads. So that might give you an idea if you want to do Facebook
ads later down the road. But right now we're just gathering information and
trying to figure out who this type of person is. Click on “Household”:
We can see the estimated income, spending methods which can also help
you to figure out if your audience able to pay you 
Last we have “Purchase”:

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Here you can get an idea of their spending habits, their retail spending,their
online purchases. For example, if you see low online purchases then
probably it will be hard to sell them our greenhouses… This gives you kind of
a forecast of the future. You've got purchase behavior:
What exactly do they buy can tell you a lot as you can again offer some
upsells to your product.
As you can see the Facebook audience insights is really powerful in itself as a
free tool. Now let's move on to Alexa.com. Before that, remember
charleysgreenhouse.com? Let’s copy it.
I also recommend you to go through the list of top 10 or top 20 or 30 and try
to compile a list of websites that are very popular or that are getting top
rankings. If it's something like Amazon or Wallmart do not write that down,
you only want something very specific.

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Now open http://alexa.com. This company is owned by Amazon and has
been around for a long time and if you recall this tool used to be free and
they used to provide a lot of statistics for free but it is a paid subscription
now – about $49/mo.
But if you can figure out exactly who you're talking to then $49 is not going
to be a lot of money because you're going to make that back especially if
you target the right person.
If you don't use these tools you probably target the wrong person and
you're going to be like “why does this not convert??”. All right so enough of
that talk, enter charleysgreenhouse.com in this field:
If you don't see any data just move to the next domain, don’t spend too
much time on this. Let’s try greenhousemegastore.com:
Great! So what I would do is to find as many sites as I can until I get at least
two or three audience demographics of different websites because we want
to make sure that there is a pattern. So for example if I see one website that
has a lot of female and the other website has a lot of male then I need to

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look at those sites and really dig deep because I want to try to figure out are
all the greenhouse kits or greenhouse websites mainly female or not.
As you can see here the greenhousemegastore is mostly female and have
“some college” education so we’re going fine. We also have “browsing
locations” and our people are mostly at home, that tells us that they might
run businesses or they could be “stay at home” moms or homemakers.
By looking at these stats you start to visualize exactly who you're trying to
reach out, the things that they face in life etc., it gives you a better view of
who you're talking to.
You can try Alexa for a month, do your research and you can always cancel.
This research step is very crucial and it's going to make your life a lot easier
in the long run.
Chapter 2: What is Your Audience’s Pain?
This chapter is going to be a really quick exercise to figure out what is your
audience's pain.Basically, what are their problems, what keeps them up at
night.
You really need to know this because this is going to be what drives them.
When you know what drives them you can figure out how to solve their pain
and how your product and service actually relates to the pain.
To do this you need to figure out:

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1) What are their frequently asked questions?
2) How does their frequently asked question or their pain actually relate to
your product?
You can definitelyfind these questions in Google, on forums or answer type
sites like Yahoo Answers.
What we're trying to figure out are the most common and frequently asked
questions that people are asking.
There are two different ways of doing this. The first way is of course digging
up frequently asked questions - things that people are usually asking on
forums. The second way of doing this is simply by going to your competitors’
websites, most likely they're going to have a list of frequently asked
questions.
Let's say we have the top five websites and each site has roughly about 10
or 12 different frequently asked questions. In comparison to all those five
together which common questions actually are reappearing?That can
definitely help you out because they've already done the research.
Doing this with two different ways is important because the frequently
asked questions can change over time and over the years, different
questions will change simply because the industry changes, your market
changes but anyway, you always need to know what is the main question.

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Let’s open Google and do some research. Type in “greenhouse kit FAQ” and
look at the top sites. Look only at specific sites and compare the FAQs. It
would be better if you can find websites that are actually selling what you're
trying to sell (in our case it’s green house kits).
So look at this:
I can tell that this is not just a website that's selling a bunch of gardening
stuff. It's selling green houses so the FAQ Here is for example, “what is the
difference between a greenhouse a solarium?”,“where should I locate the
greenhouse?” etc.
Sometimes if you scroll to the bottom you can FAQs, like on “megastore”
website:

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“Description of different types of greenhousestructures” and stuff like
that.We’retrying to find some patterns that tellus that there is one or more
common questions across the board.
This way you can get an idea of what their pains are. Google can help you
even more if you search for queries like:
 "greenhouse kit" troubles
 "greenhouse kit" complaints
The whole point of this is to figure out if you can find complaints.If you can
find them then it is really where the pain is. That will tell you what's their
driving motivation, what’s the emotional element in the back of
themotivation that is pushing them, driving them to do what they're doing.

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Try all the synonyms of “bad” and “horrible”. For example this person on
Amazon:
A lot of times these texts will tell you about the repeating problems that
people are having, which drives them to ask the same question.
We will answer this question in our sales letter. That will be the point of
“Why should I buy from you”. If you have the answer to that question then
you're going to be ahead of most of your competition.
So go ahead and do the exercise. This is really going to help you when you
create your video sales letter. Once you get this everything else will be
easier. See you in the next chapter!

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Chapter 3: Common Buyer Objections and
Resistance
This part is very crucial. Once you understand this then you really can apply
this to all different niches across the board.This is going to help you sell
better when it comes to your video sales letters and even text sales letters.
But first things first,let’s talk about resistance. Your prospect is ready to put
his or her guard up at any time. If you think about when you're talking to
somebody even if you're not trying to sell them something you're trying to
convince them of something.You know, most of the time they're ready to
put their guard up and become skeptical about whatever you're trying to
convince them of, right?
If you think of those times that you've had that there are reasons why
they're ready to put their guard up. And that is because they've been
burned before.
You don't really know what kind of experience that they have had before -
they may have had a negative experience before orthey haven't had any
positive experiences and maybe YOU are their first positive experience 
So with that in mind it's going to help you sell better because you're going to
be able to provide value, you're going to be able to gain trust from them.

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By understanding these objections and resistance you'll be able to put a lot
of these into your video sales letter and therefore lower their guard and
gain their trust.
So buying resistance across niches and markets are very similar, they don't
really change so you can use this over and over again once you've learned it.
Knowing them and applying them to your products or services will allow you
to integrate them into your video sales letter.
Okay, so let's talk about common resistance and their thoughts behind that
resistance and options and responses that you can take.
One common resistance or objection that a lot of people have is they're
thinking “you don't understand what I'm going through!”. They're going
through something,maybe the thought behind that is they feel all alone in
their pain or problem (who knows that they may have felt this way for a
while and no one just gets it).
Maybe they've been through a health problem, they've been through
doctors and people just don't get it because they're in this excruciating pain.
People don't understand where they're coming from, other people on the
outside think they're crazy.
It can be a physical pain, it can be a mental pain like urge or something. The
point of what I'm trying to say is that at the end of the day many of these
people feel like they're all alone.

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So your response to that is this -tell your story and relate to them. Tell them
that you know their pain,you've been in their shoes, you've done that but
you got out – this is the difference.
So if you really know what the pain isand you've done the research that we
talked about in the previous chapter then at this point you should
understand how to relate to them. And of course if you have a similar story
and you can relate to them that's actually more powerful than many other
things.
The second common resistance is “Who are you to tell me anything? I just
don't believe you”.
We've all probably thought that in our heads. And the reason why is
because you're really thinking you don't understand what I'm going through.
And when you tell them “I've been there, I've done that”they will be like
“Ok, I trust you a little bit but not all the way”.
Their eyes are still slightly shut, their ears are open and they're listening but
they're not yet convinced. They want to know how are you qualified to
teach them and help them get out of their pain.
So obviously your response could be your credentials, your background,
your history, what you've been through and things like that – they are very
important. If you have a degree in some area that applies that or you have

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experience where you have a background in that area, you definitely need
to say that.
Another common resistance is “I can get this later on” and that's true - a lot
of times people are thinking “I am really busy in my life, I can get this later”
but then there is no later because “I just forget about it” and we've all been
there and done that too, right?
For such cases your response should be some scarcity like a limited quantity,
countdown timer or it could be a price jump -early bird discount price and
price jump after a certain amount of time.
Another kind of resistance is “Bah - this isn't going to work for me - never
does!”.This is related to the first pain that we talked about earlier and
means they've been burned before. They've tried and tried and tried. It
didn't work before then why should it work now?
In response in this case can be social proof and testimonials especially from
people who were in their very same skeptical shoes.
As you know before you actually buy a product and service generally in your
head you're thinking “Well I've been burned before or I've gotten this
product or similar product and it just never worked for me. Why should it
work for me now?”.

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If you can find social proof that says “I didn't believe in this because of… but
now I do”or testimonials from people who were skeptical but now they are
not -that's actually more powerful than a testimonial just saying “Hey, this is
a great product!” because most people are in that mindset of “I'm skeptical
now, I'm open to you to convince me otherwise but I'm still skeptical”.
The other coming resistance can be “What if this doesn't work out?”.
The thoughts behind that is “what if something happens that doesn't work
for me or it's not compatible for me”. The response is a money back
guarantee. What I found through testing is the longer the money back
guarantee the better and it just removes fear. Sometimes if you do
something like a crazy one-year money back guarantee most people just
don't ask for the money back guarantee because they tend to forget about
or they're like “Ok”.
You must believe in your products so much you're willing to give a one year
money back guarantee. Yes, you will have some people that will ask for
money back but you more likelywill decrease your refund rate.
Next resistance is “I can't pay for this now”. They really want it but they
can't pay for it. Thoughts behind that is “I'd like this but I live paycheck to
paycheck or I'm low on cash, how can I pay for this?”.
The response to that is simply by offering payment plans. Break up the high
ticket item or order and make a payment plan.

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Often times the payment plans combined together will cost more than the
actual item itself. But people are willing to do that because it removes some
risk. So instead of paying it all upfront they can pay with the payment plan
and you can actually increase your conversions that way. Let's move on to
the next chapter and we're going to start the video sales letter formula.
Chapter 4: Video Sales Letter Formula – Part 1
The first thing I want you to do before we actually get into the written
process is define the enemy. You define a common enemy and then you are
defined as the hero or the person who has been in their shoes. You
encounter the enemy and you've overcome the enemy.
What I mean by the enemy? If you think about movies and story plots and
things that are very intriguing there's always a hero and there's always an
enemy. Some examples -patient vs. doctor, debtor vs. bank or creditor.

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Let's say we have some sort of health related product and if you're aware
there are certain diseases that doctors aren't like. There's no cure for a
certain ailment but perhaps there are sort of vitamins or supplements that
actually helped but there's really no statistical data that the doctor looks at
and says “Ok, this is ok”.
In this case the doctor is the enemy because if you have a health product
that actually helps resolve this ailment. It's not a pharmaceutical thing so
the FDA hasn't necessarily approved of it but it works. For example IBS -
irritable bowel syndrome - the most of times the doctors say there's no
cure, there's nothing you can really do about.
There are some pharmaceutical drugs out there for that but they might not
work and plus they have side effects. In this case the enemy is the doctor or
the pharmaceutical company and then the patient is your audience. And
when you're writing the headline the first thing you need to do is to grab the
attention. Note: you have just few seconds for this!
A great idea is to use “how to ___” heading. As an example –“How to
maintain your irritable bowel syndrome / pain”.
In this case you could say “What the doctors don't want you to know about
[my product or service] which will lessen your irritable bowel syndrome”.
That's why you need the common enemy.Let's say you've got adebtor vs. a

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creditor –“What the creditor doesn't want you to know about paying back
your debts”.
You've got the common enemy, the patient or the prospect is your audience
and you are the hero. You are the person who has been in their shoes, you
have figured out some sort of way out and you are no longer in pain. Ok, so
the first thing is to grab attention and then integrate the common enemy in
there.
The second thing is to identify the problem. Obviously the problem in this
case is irritable bowel syndrome,the pain of it, the side effects etc.
Theirobjection is probably going to be “Well, why should I be listening to
you. You're not a doctor”.
That's when you can bring in your story andyou can be clear about the
problem, here you say the“I've been there, done that” thing and then of
course you can address those pains.
Remember the chapter “Pains” where we talked about a lot about FAQs?
That's when you take that information you've done and bring it into here,
this is where you can bring a list of those FAQ questions.
In relation to irritable bowel syndrome, there are many different trigger
foods. So let's say that the common question that we foundis “What are
trigger foods to IBS?” or “What does work?”,“What lessens pain?”etc.

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So you basically want to agitate the pain level by focusing on the emotion
behind the pain.Emotion behind the IBS is that you're frustrated.You've seen
doctors, the doctors are like “We can't really do anything because there is
really no cure to IBS”. Your audience is frustrated here, they are tired of
being sick, they're tired of doctors. That's why doctors are the common
enemy.
The emotion behind the motivation is that of course they want to lessen
their pain. A lot of times after eating they could be in bed in pain or walking
around not sleeping.
When I say agitate the pain level I mean focus on where their pain is. So the
pain is causing them not to sleep, causing them to increase their stress level
which also impacts their work, their job, theirother benefits.
It's more than just “oh, you're having IBS pain”. It's the deep emotion
behind the motivation of them watching your video sales letter and trying to
figure out how your product and service can help them.
If you can figure out the deep reasons why they're really in pain and how
that affects them in life that's going to help you.
You can take a list of the FAQs, rewrite them as they apply to your business
and then of course you offer them the solution which in this case is going to
be your product in service.

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For example that your solution is some sort of diet plan for IBS patients that
will help them and it's an ongoing process that will help them lower their
pain. In this case the frequently asked question is “what kind of foods should
you avoid?” andyou can use the same question in your sales video.

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Here we will talk about a crucial question that everybody is going to ask and
that is “What's in it for me?” and “Why should I believe in you?”.
At this point you've already introduced your product or service and now
people are asking “Why should I believe you? I'm a little bit interested in
your product service”. So obviously you need to prove that through
credentials:
 your background
 your history
 your experience
 case studies
 statistics
Maybe you're not really somebody who has awards or recognition or
anything like that but you have been in their shoes. Case studies are my
favorites because case studies show you've had some sort of success.
All that brings us to benefits and benefits not to be confused with features.

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Let's say for a piece of software a feature can be “easy to use”. That's not a
benefit. The benefits are the end results of using your product and service.
For example,“if you use this software it will help you have more time
because it will speed up the process and you can use that time to spend
with your family, your kids, your friendsetc”.
That's where the benefits would be –“if you buy this product it will do ___
for you”. For example, “It will help you make more money”,“It'll help you
become healthier”, “It will decrease your pain so that you can live your life”.
This goes beyond just using the product. This goes beyond into their life so if
you know your demographics of your audience and who they are, their pain
levels etc., it is going to be easier for you.
Let me give you some common benefits from desires that you can use in
your own video sales letter. To become ___:
 Good looking
 Have more money
 Better health

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 More popular and famous
 More secure or more protection
 Inner peace and confidence
 More time to do what they want
These points can relate to each other. For example, if you use this software
and it will save you time, you will be doing things that are non stressful and
as a result you'll most likely have better health. If you go through my
coaching you will be able to have more time in instead of trying to figure it
out because “I've been there, I've done that, I've gone through the
hardships so that you don't have to”.
Of course after that you want to give social proof and testimonials but not
just any testimonials or social proof but specifics. Let me explain.
First you want to jot down your prospect’s skeptics (what they're skeptical
about, why they may not buy from you). It might be good to interview your
client / customer, sit down with them and figure out what were the things
that they were skeptical before they purchased your product and service.
Then you want to find testimonials for the main ones. As I said before, using
testimonials from former skeptics are actually better than the “oh, this is
awesome product!” kind of thing.
It's actually better to have something like “Well, to be honest when I look at
your product I thought it wouldn't work. I was really skeptical because I was

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burned before but I decided to bite the bullet. I decided to try your product
service. I was reluctant in the beginning but you turned me from a reluctant
person to a believer”.
That would be a great testimonial if you can find that. Obviously you want to
make sure that is legitimate.
Let's talk about your pitch. At this point we're going to talk about your offer.
This is crucial because this is the defining point whether or not they will buy
your product or service.
Regardless of the situation you want your prospect to think“I have to have
this offer and I want to achieve this benefit” and you want to introduce your
offer and how it differs from your competitors.
If you haven't done basic competitor research I would highly recommend
that you do so. Look at your competitors, see what they're doing, see what

38
they're not doing and then look at your offer and see what you're doing and
what you're not doing.
The next thing you want to do is inject scarcity. What does this mean? When
you offer your product or service you want to get people to act now. As I
said before the problem is most people think “I can do this later. Why do I
have to do it now?”.
You've probably heard of Black Friday sales or Cyber Monday sales (which is
the Monday after Black Friday)thatdrop down the prices so much that it
creates a frenzy. You don't see that frenzy every day do you? You see that
frenzy only on those special days or after Christmas sales. The reason being
is because these companies are using scarcity to their advantage.
You want to do the same because you realize that if you don't people are
going to simply leave and think “well, I can do this later. I don't really need
to act now”. But you really know what happens after they leave, right? They
generally never come back. It is not because they don't want your product.
A lot of times it's because they have busy lives and they just forget about it.
Even think about yourself. I know I've had that same problem too and I'm
reminded maybe a year or a few years later.
You've got to get people to act now. You can offer a limited quantity or
limited copies of whatever you're trying to sell. Next we have limited time

39
discounts - you can say “for the next seven days this product which is
normally $97 is 50 percent off.
Another great trick is increasing price. For the first seven days it’s going to
be $10. Second set of days it can be $20 and will eventually increase. People
want in at a cheaper rate or if it’s a limited quantity people have to get it no
matter the price because there's a limited quantity - they have to act now.
If you don't really have scarcity then people are not really going to pay
attention as carefully.
Then you have your money back guarantee which is basically removes fear.
The reason behind this is because if there is no guarantee when somebody
buys your product they're thinking in their minds “What if I get burned,
what if it doesn't work, what if it's not compatible to me and it just doesn't
work, should I buy it or should I not?”.
The money back guarantee also tells people that you stand behind your
product. You stand behind your product enough that you're willing to give a
money back guarantee. And of course the reality of this is you're going to
have people that take advantage of you and they're going to wait to the last
day but they're the minority.
The reason why I tell you this is because I don't want you to become
discouraged. Basically what I've found over the years through testing is that
longer guarantees actually removes fear and refunds in general.

40
I tested out a one year guarantee out of about 500 people that were buying
high ticket items.Only about two people waited until the last minute. They
waited until the last minute and they said “hey can I get a refund?”.I gave
them the refund but the majority of the time most people did not take
refunds either they forgot about it or they thought “well, this offer was
really good, I tried it out I really liked it”.
This applies to assuming that your offer is good.If your offer is lousy and has
lots of problems then the guarantees that are longer can actually backfire.
Let’s move to the next thing - it is your call to action. Don't assume that
people know what to do next. By assuming that you can actually lower your
conversion rate because people need to know exactly what to do next, step
by step, exactly in specifics and also see a forecast of what is to come and
here you need to be as transparent as possible.
And of course give your last warning which is reminding them about the
scarcity. This is usually done in “P.S.” format.
Another thing you can do is stack on exclusive bonuses to increase the value
of the product. At this point people are going to try to justify the price the
product in their minds. If you stack on more exclusive bonuses that are
actually related to the product itself this will increase the value and this will
allow you to say “hey, the original product cost that much and is worth it

41
but I believe in this so much that I'm going to add even more bonuses and
increase the value further on”. That makes it more worthwhile.
Another trick which is not so common is your reminder which is a quick
recap overview of the pitch itself because not everybody is going to have
gotten your pitch the first time. State scarcity one more time, state the
bonuses, the additional bonuses, the additional value and of course the call
to action.
Now that we have gone over the written process it's time to talk about
technology and turn the text into a professional video sales letter.
Chapter 7: The Tools
Ok, so you have the written part.It's easy to take that and turn it into a video
sales letter that will look like cartoons or whiteboard sales videos. You've
probably seen a lot of those and many of those convert really well.
It just really depends on your product and in the next chapter I'm going to
show you different times where you should use screen capture video. I'm
going to share with you different routes that you can take in terms of the
services and the software that you can use to create these types of videos
and of course the process of going about doing that.

42
The first thing that I typically do is I take the sales letter that I have written
and then I go through it and highlight keywords that really need to be
emphasized.
If it's an image or it's something that I need to do on the screen like a white
board screen I put the image name or scene in [brackets]. Essentially what
we're trying to do is we're trying to create a storyboard so that we know
exactly what needs to happen - are we going to use this as a word or are we
going to use an image to signify what we are saying.
That makes your life a lot easier rather than just jumping on in trying to set
up the white board video or cartoon video or even a screen capture video.
Now let's talk about the software tools that you can use in application to the
written sales letter. You can either do it yourself or you can hire somebody. I
generally outsource this process because it's a very tedious process and if
you're not familiar with doing it, the end results in the quality that is being
produced may not be as good of a quality compared to somebody else who
actually knows how to do this.
Besides screen capture video using Camtasia there are three different tools
that I personally use and would recommend.The first one allows you to
create white board videos and it's called VideoScribe
(http://www.videoscribe.co/):

43
You can start there with a free 7 day trial. Basically the way the video scribe
allows you to pull in images, text and stuff like that and you'll see a hand
and white board basically drawn out on a white board.
This technology is powerful but unless you have the written sales letter
none of this would actually make sense to do.
What I found over the years is if you mix a white board video with
PowerPoint or even mix with screen capture it just makes it more
interesting because you have different kind of “camera angles” - different
mediums in a video that makes it more appealing.
The second tool that I would recommend if you want to go the cartoon
route is PowToon (http://www.powtoon.com/):

44
With this tool you can easily create these really cool videos that are cartoon
based. You'll notice a lot of big companies tend to use these types of videos.
In most cases white board videos and cartoon videos convert like crazy
mainly because they feel like they're watching a cartoon. When they're
watching it, it reminds them of the days that they were in college or the
days that they were in high school and so on.
It doesn't really feel like somebody is really selling to them and that's why
we should pay attention to such technology.
It helps reach not just the auditory audiences but the visual and kinesthetic
audiences.
If you want something that is a little bit more interactive than PowerPoint
thenPrezi (https://prezi.com/) is the way to go:

45
Preziis really easy to use, they have a lot of templates that you can just plug
and use them. This is basically just makes things a little bit more interesting
and interactive.
What I recommend is you outsource these tools to somebody else who
knows them. That way you can focus on your business, you can focus on
marketing your business and more. What I found over the years is most
people want to do it themselves and that's fine but you will end up spending
weeks or even months on this. You haven't actually made any money
because you're still trying to figure out this yourself. I've been in those shoes
before and I'm just telling you it's probably better to outsource it.
Now if you want to outsource it then I’d recommend VideoHive
(http://videohive.net/). Here you canget elements that can be used within
the video sales letter to make things interesting:

46
Another great place is UpWork, formerly known as oDesk
(https://www.upwork.com/):
The purpose of going here is to find somebody who is already familiar with
these tools that I just showed you and is familiar enough that they can take
your script and turn it into an appealing video sales letter using these
technologies.
While I can do it myself I'd rather somebody else do it because through
experience you don't really make money by doing yourself. You make more
money by getting the video sales letter done as soon as possible and then

47
you start promoting it. That's the way you make money and build your
business. If it takes a month or two to get your video sales letter done if
you're trying to do it yourself then that's probably not the best way to go.
You can find an expert by typing “powtoon” in the search field:
Select “90% job success” and voila:
Next you need to look at all these profiles and choose somebody who is
actually familiar with powtoon or videoscribe.There are many people out
there who actually understand how to use it effectively.
These technologies will help you to make your video sales letter better and
actually increase your sales conversions. In the next chapter I'm going to talk
about when you should use text and when you should use screen capture
video.

48
Chapter 8: Text vs. Screen Capture
So the question is when should you use text only?When I say text only I
mean PowerPoint slides, text cartoons, text prezis etc. And when should you
use screen capture?When I say screen capture what I mean by that is stuff
like Camtasia videos where you can see the mouse moving around on the
screen. Screen capture video tends to be much easier to create than a
cartoon or a white board video.
What I found over the years is that if you're doing a video sales letter in
PowerPoint based text based only or even Prezi or whiteboard or even
cartoon the problem arises when you're trying to sell something that
somebody wants to see an example of.
Software is a good example.When it comes to software if somebody is just
watching a textual based video and they're unable to imagine what that
looks like then you're actually hurting yourself and lowering your conversion
rate. Because they can't see it they're not going to buy it.

49
So that's where screen capture video comes in. Nothing is more annoying
than not showing something in action. If you have a piece of software you
need to show it in action so that they can see what it looks like and how
they can use it and the benefits of using it.
Same goes with video courses - what I found over the years is that people
want to see a demo of what the video quality looks like. They're not as
concerned about the video sales letter, they're concerned about are they
going to be able to understand the instructor.
If they're able to see just a little bit, a glimpse then they'll be able to see the
potential in your video course otherwise that's actually going to hurt your
conversion rate.
What I found - instead of just using purely Prezi or purely PowerPoint slides
or purely screen capture or purely white board or cartoon mixing it up
actually helps.
I recommend to use Prezi or PowerPoint in the beginning and then you can
jump in and show them the actual videos or the software or whatever you
need to show later in the video.
Think about movies and TV interviews. They never ever stay on one medium
or one angle, they're always changing it up. Basically what we're trying to
achieve is a very similar concept that different camera angles change all the
time and thus we’re getting different mediums.

50
Mixing them up can actually help your conversions but of course you're
never going to know unless you test it out.
Conclusion
So I hope you enjoyed reading this guide. You now have all the basic
knowledge to start with powerful video sales letters.
Review all the information you got here and take action, don't really get
hung up on doing it all yourself.
As far as a technology goes really get in the mindset of outsourcing because
as a business owner, as a leader in your organization if you delegate to
somebody who knows it better, the quality is going to get better and
therefore your conversions are also going to get better as well.
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