How about a nifty test result to kick off the week?
I don’t usually like doing this, because it can (and often DOES) lead people astray. After all, one man’s million-dollar test result is another man’s business-killer. Something I learned a long time ago from Terry Dean, including when I interviewed him for my Copywriting Grab Bag book.
But in this case, I’m making an exception.
Anyway, here’s the scoop:
Recently, in a business I work with, we tested two sales letters:
1. Offering JUST the video version of the product
2. Offering the video AND the manual version of the product
It was our guess the version with both would win.
The way we figured it, text and video would be more appealing allowing us to pluck more “low hanging fruit.”
But that ain’t what happened.
So far, the version offering both the video and manual is losing.
Question is why?
Why would offering MORE value hurt response?
There could be many reasons (including some design reasons we’re working on).
But either way, I have a theory about this.
A guess based purely on observation.
Anyway, here it is:
It used to be sending someone a “big box of stuff” was the way to go. More bulk equals more content which equals more perceived value. And so, it made a lot of sense.
But now, I believe the opposite is true.
At least, in a lot of cases (although not all).
Reason why is because, today, more than at any time in human history, people are so low on time, with more things competing for their attention (Internet, more and better TV shows, more entertainment choices, working longer hours, etc etc etc) than ever before, that something that LOOKS like a lot to digest is actually a big, fat turn off.
Especially for people who value time over money.
In other words, I suspect for many people (and I’m definitely in this camp) a few videos (or a single 100 page manual) that gives a “push button” solution is FAR more valuable than a box of 17 DVD’s, with a 500 page manual and 14 bonus reports, etc.
It’s almost like less is better now.
But hey… don’t take my word for it.
Test this out for yourself.
The results may just surprise you.
Ben Settle
