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About Gary

If a picture is worth a 1,000 words, then an effective direct marketing sales conversion video can be worth 10,000. Online Video Marketing Deep Dive shows how fusing direct marketing with video marketing delivers sales. As technology has driven fundamental changes in direct marketing, Gary Hennerberg has successfully transferred traditional direct marketing principles to emerging new media. An author, speaker, strategist, copywriter, and analytics pro, he founded marketing consultancy Hennerberg Group, Inc., in 1992. Email him below or follow Gary on LinkedIn.

Co-authoring this blog is Perry Alexander of Success Messenger Group. Alexander’s passion is conveying information clearly and compellingly. He is a veteran marketing strategist, copy editor, design pro and video producer. Hennerberg and Alexander have worked together since 1996. They integrate direct marketing methodology with online video and other marketing applications for end-to-end, strategy-to-roll-out initiatives.  Follow Perry on LinkedIn.

 

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The Direct Mail Formula for Great Online Video Series

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Planning an online video is a bit like planning and writing a direct mail letter. It helps to have a formula. You need a framework and perhaps most importantly, a plan to build engagement that leads to closing a sale or prompting a contribution. Today we share three tips for creating a series of online videos in a framework that could resemble chapters in a book. Each chapter builds on another, building confidence and desire from the viewer. The final chapter is where direct mail copywriting principles can be effectively used to close the sale or contribution.

A framework can serve to break your message into segments, each standing on its own.

Viewers can take a mental break between videos as they figuratively turn the page to be taken to something new in the book in a future video.

In today's video, you'll learn about three steps you can use to shape your story in video. We also include tips on how to close the sale using direct mail best practices. As you get into the close of your video, it's all about momentum. Keep it going. Keep it tight. Finish strong.

(If the video isn't just above this line, click here to view it.)

 

When you have a considerable amount of information to share, dividing it into a framework can make it easier for your customers or prospects to follow your intended path to purchase. It engages the audience, and, when done properly, leads viewers to the conclusion that they should buy now.

This is the same principle we used recently to increase sales by 20 percent for an organization.

You may be familiar with the AIDA formula (Attention—Interest—Desire—Action) used by direct mail copywriters to sell and move readers to action. It can apply over time in a series of videos, too. Get the viewer's attention, create desire, and build trust and confidence. Motivate the viewer to take action as the story or message unfolds, the viewer is ultimately prompted to take action and buy, or in the case of fundraising, make a donation.

Another bonus of a series of videos is that when distributed through social media, you can ask your viewers to "like" or pass along their impressions of each video. That creates the opportunity for your message to spread virally over the timespan of the series.

With these steps to build chapters along with these closing techniques, all designed to lead to sale, your online video messages are better positioned to sell more.

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