They Ask, You Answer, 2nd Edition

43 The Selling 7, Video 4 Landing Page Videos

Next to the 80 percent video, the video that often has the greatest impact from a lead generation and sales perspective is what we simply refer to as a landing page video. Without question, this simple video can have a massive impact on your company’s bottom line.

For the purposes of this conversation, we’re going to call a “landing page” any page of your site that has a form on it that someone can fill out, such as “get a quote,” “contact us,” “download this template,” etc.

When you’re online and have to fill out a form where you give someone your personal information, what emotions do you experience? At IMPACT, we’ve found there are four major fears people experience when giving away their information online:

• They’re afraid the company will abuse their personal information (privacy).
• They’re afraid they’ll be spammed with multiple emails.
• They’re afraid they’ll be bombarded with phone calls from sales reps.
• They’re simply wondering, “What will this process look like if I fill out the form?”

Therefore, a powerful key to eliminating or at least alleviating these fears is achieved by placing a video immediately next to the form that addresses each of these fears. Here’s an example of how a script for this kind of video might sound:

“OK, so you may be sitting there right now thinking to yourself, ‘Should I really fill out this form? Are they going to spam me and call me to death? And what are they going to do with my information?’ ...