I’ve created over 400 videos and TV commercials, including 13 infomercials.

Video is an incredible response-booster. You should always use video on your landing page, to captivate the attention of your prospects, increase your credibility and make a powerful impression.

However, you must know key strategies and tactics to creating effective video – one that will boost your response and profits, and won’t waste your time and money.

Some of these strategies may seem counterintuitive…

But they will work powerfully to increase leads and conversion for your digital marketing campaign.

Here are 7 little-known ways to creating a powerful, response-boosting video:


  1. Your video should be simple. 

Keep your video simple. It should clearly communicate your Unique Selling Proposition (USP) and compel your viewer to action. Don’t distract your prospects with effects or details that might be “entertaining,” but don’t cause them to respond to your offer.


  1. Optimize your video for mobile.

64% of your prospects will view your video on their mobile devices. Make sure that your video is optimized for mobile devices – remember, print will be more difficult to see on a smaller screen, as well as smaller details and graphics.


  1. Use a screenshot of your video.

Carefully choose a powerful screenshot of your video. For example on your landing page, in an email, banner ad or native ad. You’ll want a screenshot that teases with powerful words that increase click-through. Your video can be a powerful asset, even when used simply as an image. But you must look at it from the prospect’s point-of-view – with effective tease copy.

Here’s an example of a video screenshot I used for my client, SuperFood Nutrition.


  1. Have a transcript “read-through.”

Provide a transcript of your video so that prospects have the option of reading through the video content as well as watching it.

See the video below I created for my client, BioInvestor.


The “Read Transcript” button led to a full transcript of the video.

The written transcript increases the impact of the video – and multiplies response.


  1. Use only direct response copy.

Your video script should use only direct response copy to compel your prospects to action and respond to your offer. Direct response copy stresses the benefits, not the features, of your product or service, and uses “you”-oriented copy to connect to the prospect.

Use direct response copy with any text that you may display in your video, including a powerful header and “tease bullets.”


  1. Boost your credibility.

A video can significantly increase your credibility, which will build trust with your prospect and further boost response.

Building credibility can be achieved with:

  • Stars: Use 4 or 5 stars to “rate” your product or service.
  • Testimonials: Your prospects will respond to enthusiastic testimonials from satisfied, happy customers.
  • Spokesperson: Use a trustworthy, relevant spokesperson in your video to increase your credibility.


  1. Use direct response art.

Like direct response copy, direct response art follows certain guidelines and principles to increase response. In a video, direct response art includes:

  • No reverse type: White text on a black background decreases readability and response.
  • Readability: Make sure that any text is easy for your prospect to read and understand quickly. Bullet points are an effective way to communicate information quickly.
  • Avoid navigation distractions: Don’t distract your viewers with options to navigate away from the video. Your video has one goal: to drive prospects to respond to a call-to-action (CTA).


By using these 7 little-known strategies for the video that you create for your landing page, you’ll see a significant increase in response…and profits.

If you’re interested in creating a powerful video for your landing page, give me a call at (310)212-5727 or email Caleb at caleb@cdmginc.com.


Here are the rest of this week’s articles: