How to convert a direct mail package to online video

In our blog for Target Marketing Magazine, we demonstrate how to convert a successful direct mail package into an online video. You’ll see how copy style translates and morphs from print to the spoken word, and how to integrate aspects of the original print design features in this video. Our criteria for this instructional video included these three elements: A package we had originally written and designed, multiple enclosures (letter, sales sheet, lift note, and order form) and a proven response generator. When it was first tested, this direct mail package for our client Assurity Life Insurance lifted response 35% over the control. On that strength, it became the new control and was mailed every month for three years, ultimately sent to over 21 million consumers.

This instructional video explains our process to convert this direct mail package to a short, but fully produced promotional video (under 3 minutes), scripting, voice-over persona, design elements, along with commentary about specific choices and plans we made while developing the video.

So while we’re light on words for you to read, you can digest this post in this in-depth video.

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.