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Example of a long form Internet video

July 27th, 2006

I’ve decided to remove the word "infomercial" from my vocabulary when it comes to Internet video. (I’ll explain why in future posts.)

Instead I’m using the phrase "long form Internet videos." This is to contrast them with the webcam "talking heads" videos and short demonstration and testimonial reels.

Is it worth it to invest the time and money necessary to make a 20 to 30 minute video?

I think so especially for mature companies. It’s not the first thing I’d recommend that a new company do, but if you’ve been around for a while and you’ve already got a strong lead generation and sales system, the long form video makes sense for three reasons:

1. It can strengthen your connection with existing customers. ALWAYS a good idea.
2. It can help you convert prospects who are "on the fence" and have not made the intial buying decision yet.
3. It can help you reach folks who don’t read. Fact of life: The majority of today’s prospects and customers are NOT readers.  The ONLY way you’re going to reach them is through video.

Here’s a video I made recently which explains the System Seminar to people who’ve never been to one.

In future posts, I’ll talk about what went into making it and why I made it the way I did. Meanwhile, let me know what you think. (I hate this still picture, but it’s the one Google picked.)


Ken McCarthy

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  1. July 30th, 2006 at 07:05 | #1

    Ken’s “thumbs up” to long form video is absolutely right.
    Because it is all about speaking to a TARGETED audience
    Doing just that got me over a million hits in 27 days. (Seriously.)
    A long video is exactly the same as a long- form sales letter. If the viewer is highly interested in the subject, then they will watch the whole darn thing even if it runs for an HOUR.
    An informercial won’t work, folks want information first with NO SELLING at all. That is why running commercials on the internet is doomed to failure.
    An informative fascinating information rich video is a way of dating them so they get in the mood to buy … eventually – even if it takes 7 or more points of contact.
    Make no mistake… I am highly interested in internet marketing, so I watched this video right through to the end. The final speaker in the video said it all. “Choose one thing to do, and to align yourself with someone, (e.g. Ken McCarthy) otherwise you will be all over the place and won’t do anything.”
    I admit it …. I was like this, I was all over the place. What a mess!
    But now I am focused, have my brand positioning sorted out and am well under way.
    Listen … this is an important video, watch it right through – it is a blast of high energy. It is also worth the time – even the testimonial recordings are full of real information rather than the empty and banal “This is so cool …” type remarks we see so much of on other websites.
    Nope, its all meat.
    Well done Mr McCarthy. You have struck a rich seam of gold with this long video concept.
    I’m in!
    My own site http://www.viralalchemy.com has a touch of ‘gold’ too. It explains how I got a million hits in 27 days using viral tactics and sold over 370,000 copies of my book.
    Like Ken, we used video for part of that campaign too – that was a key part of how we got a million hits.
    I had better get some on my viral alchemy site too … pronto.
    Great days ahead folks.
    My best.
    Jonathan Gunson

  2. Peter Mackie
    July 30th, 2006 at 12:29 | #2

    I couldn’t agree more and I’ll take it a step further. Our company Clear Stream Films, has coined the phrase ‘info-film’. We take all that’s good about infomercials (effective persuarion) and drop the crap (“but wait, there’s more!”) Then we give the video a filmic look (24p) and create what are basically little Nova episodes. Films that are powerful and entertaining and most importantly, ellicit an emotional response from the view. The cardinal rule is that the film must bear multiple viewings. The sad truth is that people won’t read your brilliant 10 pages of copy, but they will always watch a 6 minute film. One client recently told me his business has increased tenfold since we started streaming a film for him last year.
    But I do disagree that long-form is 20 to 30 minutes. That’s a flippin’ eternity. Any story can be effectively told in 6 to 9 minutes, 12 max. Because always, and I mean always, follow the first rule of showbiz – no wait, the first rule is never use your own money – but also follow the second rule of showbiz just as closely – ALWAYS LEAVE THEM WANTING MORE.
    Great work, Ken.
    Peter Mackie

  3. July 30th, 2006 at 20:39 | #3

    Yes, agreed – I’ve produced some of the world’s best long-form videos, as in http://www.TradingVideos.com, which has done nearly a half-million in sales in under 20 months.
    The key is professional production quality that has a compelling message. 28.5 minute standard long form is GREAT for the internet, though I tend to prefer 12 to 20 minutes for high-ticket profitable results.
    Key is to differentiate from the short crappy talking head 8- to 12 minute ones that amateur outfits produce. At least for maximum sales response.
    Ken Calhoun

  4. Ken McCarthy
    July 31st, 2006 at 13:27 | #4

    To Peter…
    There’s a funny story, and I can’t remember the source, but the punch line goes like this…
    “I would have written you a short letter, but I didn’t have the time, so I wrote you this long one.”
    I think the better you are at film making the less time you need to make your point… which is why my video is 20 minutes long 🙂
    I never said I was a pro. Just a guy who’s not afraid to try and share his results 😉
    I look forward to checking out your site.

  5. October 12th, 2006 at 01:35 | #5

    Just wanted to add a clickable URL to the comment above about the “Info-Film”:

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