The Anatomy of the Perfectly Profitable Video

The Anatomy of the Perfectly Profitable Video

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Social Tube traffic system

Making videos has never been my strong suit.

It might not be yours either.

However, here’s the thing.

Just because we don’t like/avoid making videos…

…it doesn’t make them any less effective and powerful.

It just means that you and I are missing out BIG TIME.

So this post is about the HOW of making a great video that actually converts and brings in sales and NOT purely for information purposes.

The Video

I’ll use the following video as an example throughout this post.

How to Install WordPress in 2 Minutes

Now let’s see what makes this video an affiliate marketing dream come true.

Step 1.   Introduction & Branding

Always, always, always make sure your public knows who you are.

I always start and end my videos with this slide:

youtube introduction branding

I created it with in PowerPoint using my header and “prettied it up” with some of the options, like “mirror image”, etc.

Keep reminding them who you are throughout the video.

Even though I didn’t do it in this video, I learned from my mistake and now include my TGC logo in ALL my slides, like this:

youtube logo branding

This screenshot is from the fun little video I made over the weekend using one of my favorite scenes from the movie “Moonstruck”:

Also, make sure to tell your viewers:

  • what your video is about;
  • why they should watch it;
  • (possibly) how long the video is.

Set expectations, in other words.

Step 2.   Meet Expectations

I.E. give value.

You are not making this video to sell something; rather to teach something.

If you do everything else right, “selling” will come naturally.

Selling is a by-product of good marketing.

Step 3.   Multiple Calls to Action

Notice I put “give value” before “call to action”; however, our ultimate goal is to get our viewers to DO something.

Whether it’s:

  • Click on your affiliate link;
  • Subscribe to your list;
  • Or even as simple as “Come to my blog!”…

…if you don’t tell them to do, they won’t do it.

Also, it’s important that you add your call to action more than once, like this:

add youtube affiliate link

Notice the time stamp for this screenshot: I added it at 32 seconds into my video and one more time at the end.

As long as you do a good job naturally weaving it into your content (which I believe I did in this video), your views won’t mind seeing it.

Affiliate link tip: since you can’t currently add active clickable links to your videos, make sure you create a memorable link for each and every video you make.

For instance, in this video I used Bit.ly URL shortner since most viewers will be familiar with it already; then added a simple customized extension.

Don’t forget to add your call to action in the description of the video.

And you got it: do it more than once!

youtube video description

Step 4.   Recap with a Conclusion

Always sum up what your viewers just learned and most importantly how they’ll BENEFIT if they actually apply what they learned.

Step 5.   Advise

This is a powerful psychological factor that many successful marketers use in their sales material:

Make it their decision!

Advise them of what they might want to do at this point, as in:

  • “if you want to…”
  • “I would…”

… but leave the final decision up to them – after all, it’s their decision to make, isn’t it?

Step 6.   Another Call to Action

Your call to action should be the last thing you leave your viewers with.

Step 7.   Linger

Drag your call to action a bit at the end.

Give your views a chance to digest and make a decision.

Encourage them to take action by saying something like:

Click on the link below to get IT / read it right now

How long should you linger?

Up to you, of course.

In my example video, I dragged for about 10 seconds at the end. Seems natural.

The Edge

Here are a few more tips I learned along the way.

Engagement

If you don’t like being in front of the camera or have even avoided video marketing altogether because of it, you are not the only one.

youtube shy bear

Not only you are in good company, but you are also in luck.

According to my research, videos with people talking to the camera don’t convert as well as videos made with other tools.

Even simple PowerPoint videos.

Here are just some of the tools I know of to make fun and engaging videos:

  • SlideRocket.com
  • Sellamations.com
  • Prezi.com
  • GoAnimate.com

And, of course, there are many more.

Avoid Music

That’s right – background music can be more of a distraction than a benefit.

Plus you’ll avoid any possible copyright issues using someone’s music in your videos.

Marketing Takeaway

YouTube video marketing is not easy.

But it ain’t that hard either.

I believe this post contains ALL the tips you ever need to take your (first) crack at making and profiting from YouTube videos.

Take it or leave it.

Just don’t whine when your competition takes advantage of it. ;)

(That’s usually my best motivator; hope it is for you as well.)

 

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57 Comments (click here to leave a comment)

  1. Hey Ana, I heard from a successful online marketer that YouTube actually transcribes it’s videos, is there any truth to that? They also mentioned that it if you were trying to rank your video for a particular keyword that it was a good idea to actually say the keyword in your video as well. I’d like your thoughts.

    Thanks

    • Ana Hoffman

      Yes, I know Perry Belcher recommends adding transcript for video description. I can see how that might be helpful, but without testing, it’s hard to say if it really makes much difference.

      I am not sure about “saying” the keywords in the video, but annotations with keywords might definitely help since Google can definitely read those.

  2. Ana,

    Awesome to see you tackle YT.

    My original position at my old job was to do video marketing which allowed us to make some truly awesome, informative videos that are now reaching a quarter of a million views. We definitely pushed the free line and have earned quite a few sales since then because it not only makes you an authority in a market (because the competitors don’t want to share their “secrets”) but it’s great for internal purposes when customers call in and ask for tech support.

    In all, video is quite easy especially since you can buy screencast software under $100, use your cell phone, or pick up a flip video camera for $100 too. The videos don’t need to be highly professional, just highly informative.

    • Ana Hoffman

      You are absolutely right, Murray – video is an incredibly inexpensive media that can potentially be very profitable.

      It’s getting around the “I am too scared of diving into it” thought that prevents most bloggers from getting anywhere with it.

      Good to see you around again!

  3. Hi Ana
    YouTube is for sure a great way to get out a message. It is something that is not easy at all, but also something I will try to focus more on in the future. I love the way you brand your videos to make sure that anyone know who have made the video. Not just by adding your name to the end of it, but by adding something familiar that people will recognize and identify you with. I will have to be a copycat on that one in my future videos ;-)

    • Ana Hoffman

      Everything I know about YouTube I copied from someone who were already successful with it, Thomas – that’s the best way to get results a lot faster!

  4. Brian Yang

    Nice post! I have learned some of these topics recently too. Like including my logo/watermark on the video so that people will remember me. Although I’m still working on creating a nice logo that I’ll be using permantly. :D

    • Ana Hoffman

      No such thing as a “permanent” logo, Brian – thinks always change. ;)

      I created mine quickly in PowerPoint and I think it’ll have to do for now.

  5. A

    I always wanted to try YouTube for traffic but for one reason or the other I couldn’t… and this post has yet again heightened my desire. BTW which software did you use to create your videos, Ana?

    • Ana Hoffman

      From what I know, you can click over to other YT videos in those annotations. Has anything changed?

  6. Ana Hoffman

    I do use ScreenFlow for my videos. That and PowerPoint is all I need – took me a while to figure it out.

  7. Ana Hoffman

    I think Jing Pro recently became SnagIt, didn’t they?

    I’ve been using it for a while; great tool.

  8. Hi Ana,

    I have the same problems as Anne so I think video promoting will be somewhere last on my to-do list. There just isn’t enough time for all of this. Maybe outsourcing is the way to go if we want to cover all the bases.

    • Ana Hoffman

      $5 on Fiverr will get you a great looking video, Mariella – I do realize that we need to pick our priorities though!

  9. Hello Ana,
    long time no see.
    The video is well done and i believe that newbies will be very excited about this. The problem is when you don’t have the same domain & host provider. Then the things are complicated a little bit.

    • Ana Hoffman

      You are right, Radu; there will be an extra step in that case, but I was able to do it when I knew nothing about blogging or hosting, I am sure others can (and/or have to) figure it out.

  10. Excellent instructions – I haven’t gotten to do them with Powerpoint yet but now I can follow along and get moving! Also had issues with the phone I was using for them with another YouTube channel – so many challenges to work through. But this one inspires me to do it! Thank you Ana!

  11. Nice post and really valuable lessons.

    I am feeling a bit outdated after reading the post. First it was Pinterest which I was not using and now videos!

    I think I need to start shooting now. :/

  12. Hey Ana,

    Your advice in this post is mostly spot on. However, I want to fill you in and your readers in on something very interesting that happened with one of my videos.

    I happened to ignore all of the advice I’d heard about how to optimize a video. The video was over 9 minutes long and had no clear call to action.

    Due to the quality of this video, it used to rank #1 for “affiliate marketing” and “how to setup a blog”.

    It also had a very low click through rate, but for those that did click the link in the description, 1 in 3 bought the product I sent them to.

    In other words, focus on quality content and related products and you really can’t “do it wrong”.

    :)

    Ross

    • Ana Hoffman

      I dare to say that was more of a fluke than a regular occurrence, Ross, but glad to hear you benefited from it.

      I certainly do agree with quality content; on the other hand, many bloggers produce quality content that gets buried without ever seeing the light of day.

  13. hi Ana, interesting bit about the talking heads video. I guess it is easier to take something in when it is presented to you ‘on screen’ rather than just verbally – maybe it helps with concentration and retention. I disagree about the music though. I think music (if you can find the right licence-free stuff) can really add another level of interest. It has to be done skilfully though – and not just ‘be there’ in the background while you try and talk over it. That is distracting, yes! Another thing that not a lot of people think about with music is being careful to choose something that doesn’t clash with your pitch and tone of voice.

    • Ana Hoffman

      I think it has a lot to do with the fact that we, often subconsciously, pre-judge people’s expertise based on their looks, Mandy.

      “Oh, he looks too young to know what arthritis feels like.”
      “What does she know about fashion – look at the dress she’s wearing.”

      Music: since Ryan Deiss tests everything before he puts it out there, I do trust that he tested his videos with/without music and that’s what he found. Sometimes we might let our personal preferences speak louder that what our conversion rates indicate.

  14. Hi Ana, thanks for your tips about creating video. I know that beeing on YT is very important (not only for traffic), but I didn’t make any video till today. I must try it but probably it will be at the end of this year…
    BTW – AKISMET support resolved my problem (it was similar to your), so maybe you should contact with them once more?
    Chris

  15. You know this post is right up my alley! It’s also good to learn about some research on what works and doesn’t. I must say, I was kind of surprised to hear that the videos where people are talking convert less. That hasn’t been my experience, but maybe I need to improve my screencasts!

    It makes sense though, Powerpoints and screencasts are usually constantly moving (or at least they should be) so I can see how that would be the case. Gonna check out Ryan’s tips.

    Ana, you never disappoint with these posts. Glad you are back. :)

    • Ana Hoffman

      Thanks, Lisa!

      I think the reason “people on screen” videos don’t convert so well is the fact that we tend to pass judgements based on the way people on the screen look.

      Consequently, we trust/distrust the content accordingly.

  16. Thanks for the post Ana. I’m going to use your tips to create a video for the content I’m liking to in this comments CommenLuv link. Apart from the PR link juice, it needs a YouTube presence too :)

    Thanks again :)
    Haroun

  17. I only started recently putting more effort into monetizing my YouTube channel and am now earning about $20 per month from AdSense from it which is more than all of my small blogs combined. I also recently partnered with Viewbix, and if you haven’t looked at them yet you should, they offer unparalleled methods of adding call to actions and interactivity with your video’s that you can’t find with YouTube. Including the ability to add banners that link to products, RSS feed display or sign up form at end of video and so much more.

  18. A video says/ explains a lot of things which a post simply can’t. We really need to work in making some videos to get more exposure and traffic. Very awesome post as always, Ana.

  19. Ana,

    Very good stuff… I need to work on Branding my videos and I have not gotten into using Video as a means for Affiliate Sales yet…

    Either way Ryan’s video is a great resource and I’m glad you’ve found a new medium to spread your message.

    Thanks!!

    Ryan H.

  20. This is one thing I haven’t done yet. I’m always putting it off because I’m thinking here’s another thing I have to learn from scratch when I have a freelance writing career, my books to write- and help market, 3 kids to raise, a husband to nag :-), and a job to go to. It’s really overwhelming to me at the moment and I’m trying to put it off for as long as possible.

    I just need to find a list of the things I need to make a video, and a tutorial on how to do it from scratch – even so, I may still be putting it off. Yes, shame on me!

    • Ana Hoffman

      Completely understandable, Anne – at least I don’t have the day job to worry about.

      When it comes down to prioritizing, I don’t think video would make my “most important to-do list” either.

  21. Great post Ana! Everyone should read it before making a video like that. Thank you for mentioning background music. It’s drives me crazy! Everytime I would like to pay attention to the video I just can’t because of the music. I’ve seen you offered prezi, and I do all of my presentations with it for 3 months. It’s great! Thanks for sharing!

    • Ana Hoffman

      I haven’t tried Prezi myself, Sandy, and glad you mentioned it; always good to know it works well for someone.

  22. A great video tells a story within few minutes. A well written script can make it more convenient. Once can learn lot from advertisement videos where everything is over within few seconds.

  23. Ana as always, this is a very interesting post on taking action. I can’t agree more and i will apply all I’ve learnt immediately. I have also pin the pixs.

    Thanks for sharing.

  24. Great post and training Ana. Glad to see you doing videos. In any case you have done a great job with the Cafe. I agree they dont have to be perfct, they just hve to be there. Super helpful for beginning IM’ers

  25. Great job on taking action Anna! Your video came out great. Ryan Deiss has a ton of great info. There are so many things that we can teach on video (no matter how simple it may seem to us), that it makes sense to just make them, and get the videos out there. Videos don’t have to be perfect. It’s better to have some videos than no videos at all… Great job :)

    • Ana Hoffman

      Exactly right, Ben: it’s not about the quality of a video – rather the quality of the information.

      • Exactly! Giving quality information plus actually taking action and getting the video/videos done, goes a long way!

  26. Ana! Fantastic post!

    Ryan Deiss is a brilliant man, though I know him more for SEO.

    All your tips here are solid, and most I learned ‘the hard way’. Regarding music, I think that’s up for debate. To tie an emotion to a speaker is a very powerful thing, and music can do that very well.

    I like how you move ahead with video even if “you’re not the best at it” or whatever. So badass.

    Keep shinin’.

    P.S. For me, it’s hard to mention engagement without linking Danny’s book lol :D