Launching Your First Product?

We have many first-time entrepreneurs and product creators coming to us for video help. They’ve got the product – such as a program or a book – but they lack the audience, market insight or positioning.

Maybe they’ve tried marketing their product without much success… and so they start looking for a video sales letter to kick-start sales.

More often than not though, what they really need is the basic stuff: to figure out who’s their audience, what they want and how to sell it to them.

Fortunately all of this goes into the process of creating a VSL, and translates directly to the rest of their marketing…

Continue reading Launching Your First Product?

Customer Awareness Ladder Explained


In this post I want to talk about an important concept that applies not only to sales videos, but also to marketing in general. And that is what’s commonly called the “Customer Awareness Ladder”.

As you can imagine not all prospects are created equal – some have found you accidentally, some are actively looking for solutions, and some are in the middle of choosing the best solution for them.

A way to classify these prospects (according to legendary “Breakthrough Advertising”) is the so called Customer Awareness Ladder.

Continue reading Customer Awareness Ladder Explained

Using Stock Photos In Your Marketing


What comes to mind first when you hear the words “Stock Photography”? If you immediately think of cheesy photos of business men and women looking directly into the camera with a huge smile on their face, you’re not alone.

Businesses and marketers use this type of stock photo because they want to look “professional”, and because that’s what their competitors are using.

Continue reading Using Stock Photos In Your Marketing

Video Not Generating Sales? Here’s Why…


Clients come to us for video help, but what they often need is advice on positioning, copywriting and marketing. As long as these things are not taken care of, a great sales video can not make a huge difference.

Here are some points you should address before investing in a video.


Positioning can make or break your business. Get it right and customers will come to you credit card in hand. Get it wrong and you’ll have a hard time giving your product away for free.

I’ve seen quality products fizzle as a direct result of bad positioning, and I’ve seen crappy products succeed because they were positioned perfectly.

So what is perfect positioning actually?

Continue reading Video Not Generating Sales? Here’s Why…