This Open Letter is to internet marketers, especially to the 'gurus' who think they're all that ... and may be all that because they're making money and successful.
However...
Most of them will never have me as a customer. I see their ads. I see their Youtube and social posts and videos. I may even receive their e-mail. But, I will not watch their VSL (video sales letter). If I click their add or their link to learn about some amazing technique, product, secret... and it leads to a VSL, I'm out. Unsubscribe. Delete. Block.
Because they do not respect me nor my time. Most of these VSL's last far too long and are far too wordy. I understand. The split tests tell them that longer VSL's with no pause controls and no time display 'convert better,' Just not for me.
You want my time and attention? Provide real value for my time. Tell me how long this thing is so I know if I want to give that amount of time for what you claim to offer.
And do not waste me time or lie to me with click-bait that doesn't deliver.
You lie to me or deceive? I'm out and I will never trust you nor your brand(s) again.
There are, after all, marketers with products that are straight with me and work to earn my trust by being upfront, by delivering value for me time and attention and making their offer clear. They earn my business all the time.
See, when I click a link, it's because I want to learn more, I'm open to the possibility of becoming a customer. That's why I click your link.
But, if you disrespect me with a 90+ minute VSL full of hype that I have no idea when it will end nor when the 'more info' or 'buy now' link will show up. I'm out. I'm done. Bye. Not buy.
I may stick around for those that have to option "prefer to read?" or a "transcript" because I can scan that and see if: 1) There is any valuable or useful information. 2) If there is a clear offer I'm interested in looking at. 3) The site and marketer behind it earn my trust, deliver value for my time and attention and have an offer I'm interested in because of real benefits I see from what being sold.
So, recap:
Your VSL will not get my attention at all and I won't click to play (and autoplay is an automatic strike-out!) when play controls are hidden and I can't see in advance how long it will be. And if I do see those things and choose to watch, it better offer value on its own and make clear what is on offer and why I'd want it - and FAST. I'm not watching your 90 minute schpiel. I'm just not. If you can't make your pitch in 10 - 20 minutes, you also can't make a product I want.
More to come...
(Next... The upsells!)
