Kajabi breaking all the "rules" on video length.

Different people will prefer different mediums of marketing. Some may love the uber-long videos. Myself, I saw the length of videos and simply passed on the site. Of course, that may itself be an effective means of narrowing the audience down to the most likely customers.

Of course you can make 25 minute videos.

Movies are usually at least 2-3 hours, and people pay to watch those.

This video was actually pretty well done, as opposed to the junk you normally see where someone either rambles for 15 minutes in a single shot camera image, or strings a bunch of slideshot images together to promote an affiliate program, and expects people won't notice that pattern.

This video was well put together. While I didn't watch the whole thing, I watch more than I normally do (probably at least 3-4 minutes of it).

It was well done & nicely designed.

John

I always thought that you lose people on a sales video after 9 minutes even if the content is good. But I can't really say for sure without testing it.

If you want to test it and know for sure, a fellow Warrior recently created a tool that tells you exactly when people click away and stop watching your video. I think his WSO is still active:

http://www.warriorforum.com/warrior-...analytics.html

At least people won't be complaining that you can't fast forward the videos or see in advance how long they are. That's a good thing... at least the lack of complaining on this forum about it!

Just like a sales letter, if its not boring, length is irrelevant, within reason. But 1 hour is pushing it. As always, tension and Zeigarnik are your friends.

Seems like a nice platform, except there isn't a self-hosted version from what I can see, which makes it pretty much worthless.

Honestly, what works better in conjunction with a video sales letter is upon exit, an exit pop pulls up to where they can download the PDF salesletter.

long enough to get the message across, but short enough to keep the audience interested. An hour long video is either a REALLY dense topic, or a REALLY bad script.

The other thing that Andy has is expert copywriters writing his scripts... And tweaking the script himself as well, so he isnt "winging it"... Also, another tip, he reads and records the script FIRST. Then he matches the slides/visuals to the pre recorded audio. Makes it much smoother than trying to speak and run through the slides together.

1 hour sales video is way too much I think.

I saw the video. It was nicely done. However, it was far too long for my taste. It is a great way to kill bandwidth...

The video should be long enough that it increases your conversion rate over the alternative... whether that is long copy or another video.

If you can tell a story and keep people engaged and close the deal... then it really does not matter if the video is 3 minutes or 3 hours. What matters is the conversion rate...

Andy Jenkins is a great producer and comes from that world... if the rumor is correct there is a Grammy associated with some of his work.

There are formulas but what is different is that Any is primarily marketing to people who know him and follow him or who have received an email endorsement... so they are preconditioned to listen more intently to what he has to say...

I do however always turn back to this episode of the Pitchmen where Billy bangs heads with a client who wants to do a half hour infomercial with celebrity endorsements etc and tells him that what works is the 2 minute pitch:







That's the TV world of course but its a good reminder that there are formulas that work and there are formula type producers that can assist you in putting together a winning campaign.

I nearly clicked away when I saw the video was nearly 1 hour long, but I wanted to learn more about what the product was all about so I started watching.

I ended up watching the entire thing (with a few pauses for incoming phone calls). That is how long videos should be made.

10 minute videos of mono-tone voices babbling about nothing and not getting to the point really raise my blood pressure, but this video was well done.

Even if you have no intention of buying the product/service it is worth watching just to see how it is done. It's a great learning resource if you watch between the lines.

As other have said, the production was top-notch, so that helps a lot.

But another important factor was there seemed to be little fluff (sure, there was some).

It was "detailed," not just long. If you want to launch a product, and you think this service might be your answer, then you're going to want to know every little thing about it before you jump in.

I've started to watch some hacks videos where they start off with literally 10 minutes of saying, "This product isn't about SEO. It isn't about Craigslist. It isn't about blah-blah-blah." ... And they will go on for literally 10 minutes saying absolutely nothing. (These are also the ones that don't have the controls available.)

Information YOU need + what YOU can do with that information + production values that keep YOU entertained = a watchable 60 minute video, IMO.

It really doesn't matter how long the video is, but it DOES matter that your viewer is given the option of understanding how much of their (often limited or capped) bandwidth the video is going to consume and how much of their precious time they need to dedicate (right now, on-line).

A general rule I'd like to see marketers use is:

Video >5 minutes? Then DEFINITELY provide a download link.

I rarely watch videos on-line now but that's because I have invested the time to install relevant tools to let me download the videos no matter what. I then view them when I want, with MY preferred player, and with full forward/backward, fast search and high play speed. I also then have them for reference where appropriate.

Why?

1. It's polite - the alternative is frankly rude, presumptious and arrogant
2. It caters more sympathetically for people (still lots of them) on dial-up
3. video can be watched offline during dead time whilst travelling on trains/planes
4. you don't have the right to demand people's attention for longer so why force them to "waste" their time - let them chose when & how to watch
5. Video can be watched at faster speed e.g. using VLC for example
6. Video can be rewound any amount to recap on something that wasn't clear the first time around (I really don't understand why marketers don't "get" this)
7. I'm sure there are more but you get the point.

I love Andy's stuff and he is a consummate professional at presenting ... BUT that shouldn't give him or anyone else the idea that stuffing someone straight into a video of an hour or more (as a sales pitch) is either sensible or good marketing. Sure you'll get people who are enthralled enough to watch it through on-line but a lot of people whom you might otherwise impress mightily will probably just leave and not return - not a good return (sic & no pun intended) on the hours of time investment to make a 1 hour long professional video.

Best regards.

You guys do realize the test the absolute $hit out of this stuff before ever releasing dont you?

I was one of the first to bash long sales videos, and complain when I couldnt pause, stop, exit a video etc.

But this style has been/is/and will continue to increase conversions. And that is all that really matters in the end, isnt it?

I didnt buy it, I closed the video....but clearly Andy doesnt care about little ol me becuase his products are selling like wildfire....

Probably because he isnt panting and breathing as heavy as other "recordings" that have surfaced lately.........

Many people are missing an Important Point. The fact that you can actually Download the Video for later viewing is not something you run into everyday. If more Marketers offered this option less would probably complain about the length.

Very good video and I'd like to know who they hired to do the voice over, I do think almost 60 minutes is alittle long if you're product or service takes an hour to explain it's to complicated and you should go back to the drawing board. The best products and services in the world can be explained on a beer mat!

@chriswick
the voice over is andy jenkins the kajabi creator himself so free!

I work in TV as a Director (MTV etc) am going to make some videos similar to this one as a test, reckon there will be more demand for these, it's all about style, pacing and delivery, not easy to replicate but possible.

sorry.

I won't be watching it.

59 minutes is entirely too long for a sales video of any sort for me. Time is very important to me. I have better, more productive, and more profitable things to do with my time.

For those of you who spent an hour of your time watching it, are you going to purchase? Did the 59 minute video increase your chances of buying?

Would a series of videos have had the same or better conversion ratio?

We know who his market is. Us. The IM'er who creates their own products and wants/desires to do launches. And there's nothing wrong with that.

I just don't see where an hour long video is productive, for either party (user and seller).

Yes, this has been done before with infomercials. But this isn't "The Handy Dandy Slicer Dicer".

This is a web hosting service.

Granted, a little more flashy than your average hosting, but nothing that couldn't be done with a server, free software, and a little time. Plus, you would have complete control.

This may be a great service for those people who intend to do a multi-million dollar launch. But for the beginning/intermediate internet marketer, I don't see the benefit.

The real test is ... did you BUY the product today in the first place, and secondly, if you did was it as a result of the video or the 10 000 pre-sales gurus emails offering thousands of dollars of bonuses and because they recommend it.

I didn't watch the videos. Way to long. Anything above 20 minutes I download (DownLoadHelper plugin in Firefox) but I rarely get the chance to watch them. It least I have them on my hard disk.

I'm quite sure that I'm in the minority here, but, 59:21 for a video had me clicking the 'X' at the top of the tab to get away from it as soon as possible.

So for me, all that glitzy production and the pre-launch promo is completely gone, and they will not recover me as a prospect.

Must indicate how my life is going right now, but I'm still looking for a short explanation, or in internet speak, tl;dr (too long, didn't read), for something that could be done well in a shorter period of time.

It's also frankly insulting to me that others putting forth a product sales letter of this length do not value my time.

My 2 cents.

I have a theory on these long videos and webinars,

I believe the whole point of long videos, webinars, and sales letters is simply to irritate the prospective customer.

You irritate them to the point they become annoyed enough to stop analyzing the decision and just want you to give them the order button already.

The fact they show up and are willing to sit through a long webinar or video shows considerable interest.

They just want some more info, so give them so much they get to the point where they get annoyed and stop watching, listing and are waiting for the chance to make an order finally come.

Different people take longer to break, so you can never have it too long.

The video or webinar will be going, but once you've had enough you'll be listing to it to be over and get details on how to order.

In the meantime you'll be hanging out here on the forum now, while it plays in the background...... then you buy when it's finally over.

That's how it goes right?

I can't be the only one am I? :-)

Aaron

A promotional video should be long enough to get your point across

I have trouble sitting through a 1 hour training video, I can not imagine sitting through a 1 hour sales talk....ah, but then again, I have...

How many well produced infomercials have any of you watched late at night? I often watched them for entertainment value as much as wanting to purchase the product. The problem is somewhere during the 1 hour infomercial you start shaking your head YES. You start wondering if the diet could really work, or if Anthony Robbins does have all the answers, or if you should be in Real Estate investing, or buying "tiny classified ads".

Is an hour too long? It all depends if you can start to get people shaking their head yes or not.

I think a promo should be Max 5 minutes,
UNLESS it's a mini course like the one
Jeff Johnson is doing as a promo for
Traffic Voodoo.

The best part of the Kajabi Promo was
the last mail prior to launch when all the
features and benefits of the product
were published in writing.

I just don't have the time to watch
hours of video just to find out what
a product does.

But I can read a long sales letter in
just a few minutes and easily make up
my mind from there.

Stephen

Threads like this always serve to amaze and amuse me...

We have a bunch of people... who admit they didn't watch
the video... criticizing it for a variety of reasons they can't possibly
know to be true... LOL

The one hour video is far more than a sales pitch. Andy actually
takes the time to walk you through the product, its features, functions
and controls. He does it in a way that's not only informative but entertaining.

Look... I know everyone's time is precious... but if you have any plans to
incorporate videos into your marketing scheme your time would be well invested in
watching this video simply for the education you'll receive if you pay attention.

I doubt there are many here who have been as successful as Andy with
video marketing. I think he might be saying something that is worth watching
and listening to.

As was pointed out above, the video can be downloaded for viewing
at your convenience.

Tsnydder

I'm sitting here chuckling to myself, because isn't this just the 2010 version of "Does long sales copy work?" :p

...a debate that is still ongoing with pro's and con's no matter which side you take.

Personally, and just like with long sales copy, I believe it depends on your market AND the relationship you have with it. Testing is the key as always, but also RE-testing as well.

Think of it like this, if you love ol'cuzzin Andy then you're more likely to be prepared to watch his 1 hour extravaganza... however if you have never heard of him then upon seeing the video length is '59:21' that "X" button will instantly become mighty appealing!

BUT... here's the caveat and why RE-testing is key...

You may press "X" this time, but once you start loving what the cuzzin' is offering then in time you might start giving ol'Andy more of your precious minutes and hours.

Your customers will be the same. Once they start to love ya, they might want to hang around for longer.

(The same applies for lovers ...well I'm guessing that's the reason why my wife is still with me anyway... )

Just a thought!

M

I just realized Andy has to be dying laughing at all of us having this discussion.

Our discussion in itself proves he was effective. He has produced a product for IM'ers and here we are, a bunch of IM'ers, discussing his "product" indirectly. His "long" video has our attention, even if we are not watching it.

How many Warriors are going to look at this thread, and go "What the heck is Kajabi?" and take off and go take a look.

Don't you hate when our hating something turns into promoting it after all.