Developing a Great Online Video Series with Direct Mail Copywriting Formulas

Starting an online video series can be daunting. But break it down with direct mail copywriting formulas and it will be easier to start. From our blog at Target Marketing Magazine we share how to create a framework for video series along with direct mail formulas for your script to close the sale.

When you have a long story to tell, segment it into a framework. It makes it easier for your customer or prospect to follow you. It also engages the audience and can lead them to a decision to take action.

Perhaps you’re familiar with the direct mail copywriting formula called AIDA.

The A, in AIDA, is for Attention or Awareness, that is, to attract the Attention of the customer.

I is for Interest, to raise customer interest by focusing on and demonstrating advantages and benefits.

D is for Desire: to convince customers that they will want and desire the product or service and that it will satisfy their needs, which leads to...

A for Action, where you’ve lead your customer towards taking action and purchase.

Using AIDA, ho here are three steps you can take to shape your story, followed by closing tips to bring your video viewer to purchase.

First, divide your story into pieces, or chapters, with a mission and purpose for each individual message. This becomes your framework.

Second, determine the most important aspect of each chapter. Help the viewer learn and see the information as education.

And third, your final video is your moment of truth. By the time you get to the last video in a series, use classic direct marketing closing techniques to close the sale.

Watch this video for additional tips about how to close the sale, all based on direct mail best practices.




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.