If you ever wanted to take a peek at the premise of the Tubetorial business model, you’re in luck. While 2006 was the year online video went big, 2007 will be the year when we all see how it is best utilized for marketing.
“Now wait a minute Brian,” you may be thinking. “Haven’t you repeatedly said that long copy works?”
Yes, long copy works, but keep these two things in mind:
- Long copy works because with certain types of offers, people want as much information as they can get before committing to the purchase, and
- Copy is the basis of audio and video as well as textual information.
Long copy works. Online sale letters that use long copy (i.e 20, 50, 100 pages)… not so much anymore. Especially the ones filled with ridiculous hype and garish colors and fonts.
Some of you are jumping for joy right now. But that doesn’t mean you don’t have to provide a lot of information (copy) in various formats, with video being the most effective.
So what’s with the “death” headline?
If anyone took a dramatic turn in philosophy last year, copywriter Michel Fortin certainly seems to be leading the pack. The guy who wrote a 50+ page sales letter that made $1,000,000 in a single day is now turning away from the format.
He’s written a great manifesto that explains his reasoning, and I’ve felt the same way since last summer when we put Tubetorial together. There’s no opt-in required, just a straight download.
Speaking of Tubetorial, you’ll see some drastic changes this year as we implement the part of the business plan that you won’t read about in Michel’s document. I’ll try to blog as transparently as I can about the process along the way, because I think there are some good lessons about what can be done with a “blog” when you step outside the current thinking of what that term is taken to mean.