TNR PPT Video Sales Letters Enhanced PDF

The Net Reporter Subscribers-Only Presents…
Jim Edwards’
“PowerPoint Video Sales Letters”

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Jim Edwards’ “PowerPoint Video Sales Letters”
Table of Contents
Webinar Info ....................................................................................................................... 4
Introduction ......................................................................................................................... 5
What We‟ll Cover ............................................................................................................... 7
Assumptions and Notes....................................................................................................... 9
PowerPoint (PPT) Video Sales Letters: What They Are and Why You Should Use Them
........................................................................................................................................... 12
Why Learn This ............................................................................................................ 13
Why Use PPT Videos Instead of Full-Motion Video ....................................................... 16
PPT Video Sales Letter Formulas with 3 PROVEN Examples ........................................ 22
Formula #1 - Problem – Agitate – Solve ...................................................................... 23
Example – Early-Bird Offer TLSL ........................................................................... 25
Formula #2 - Big Idea Plus Detailed Explanation ........................................................ 42
Example – Jim Boat 3 “Early Bird” .......................................................................... 43
Formula #3 - Special Deal /Advanced Offer ................................................................ 52
Example DVD “Replay” Offer ................................................................................. 53
A Simple, Powerful Video Sales Letter Formula for Beginners ...................................... 64
Opening ......................................................................................................................... 65
Body .............................................................................................................................. 66
Close ............................................................................................................................. 67
Call To Action............................................................................................................... 68
PowerPoint Video Sales Letter Specifics ......................................................................... 72
How long should they be?............................................................................................. 72
How many bullets should you have? ............................................................................ 73
Spicing Up Your PowerPoint Video Sales Letters ........................................................... 75
Tips for Recording Your PowerPoinT Video Sales Letters ............................................. 78
Special Guest Armand Morin Gives Proven Tips from the Front Lines! ......................... 87
Example #1 - Placement Locator ................................................................................. 88
Example #2 – Secret Ad Word Tips ........................................................................... 102
Results ......................................................................................................................... 119
Armand‟s PowerPoint Video Sales Letter Formula........................................................ 121
The Shocking Statement ............................................................................................. 123
Final Thoughts ................................................................................................................ 128

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Resources ........................................................................................................................ 130
Related Links .............................................................................................................. 130

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Webinar Info
Topic:
"Creating PowerPoint Video Sales Letters instead
of long, written sales copy"
Description:
On this webinar, I teach you how to quickly use PowerPoint to deliver a video sales
message instead of spending days writing 10, 20 even 30-page long-form sales letters.
In an information-overload world where every minute counts -- and people's attention

spans shrink daily -- your ability to deliver short, concise, and powerful sales
messages rates more critical than ever!
This 2-part course will teach you exactly how to do just that using the power of online
video and the proven business presentation tool, PowerPoint!
In fact, here's just the tip of the iceberg of what you'll discover:
 PowerPoint Video Sales Letters: What they are and why you should use them
 Why you should use PowerPoint videos instead of Full-Motion video
 PowerPoint Video Sales Letter Patterns & Formulas With PROVEN
Examples
 A Simple, Powerful Video Sales Letter Formula For Beginners
 PowerPoint Video Sales Letter Specifics
 Spicing up your PowerPoint Video Sales Letters
 Tips for Recording and Publishing Your PowerPoint Video Sales Letters
 Special Guest Armand Morin shares Proven Tips from the front lines!
 ... and much, MUCH more!

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Introduction
Hey, everybody. Welcome to tonight‟s webinar, yesterday‟s webinar,
tomorrow‟s webinar, whenever you happen to be absorbing this material.
Tonight we‟re going to be discussing PowerPoint Video Sales Letters

instead of long sales copy.
I have to tell everybody that this is by far the most hotly anticipated
Jim Edwards webinar we have had in months. This was by far and away the number one
pick of the vast majority of people in The Net Reporter as a topic they
wanted to learn about.
I just want to tell everybody up front, let‟s have some fun. This is a really
exciting topic that really can change your life. And so, you want to take
real good notes. You want to pay very close attention. And, of course,
you‟ll have access to the replay as well. So don‟t stress if you can‟t take
all the notes that you want to take.

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Now, a little reminder here for everybody who‟s here live. First of all I
want to remind you, some of you are here who don‟t ordinary attend live. I
want to remind you to go ahead and ask questions in the Q&A box so that
we‟ll have some questions for the Q&A webinar.
I want to remind everybody this is a 2-part series. And I‟m not going to be
able to hit every single thing, obviously, in 90 minutes or so, that you‟re
going to want to know. I can‟t hit it all in one webinar so you need to tell
me what else you want to know.
Just remember, you can use the Q&A box now in your little webinar
interface up there on the right-hand side, to submit those questions. We do
use them and we use them for the second webinar, as well. I have some
other things I know I‟m going to want to teach you then.

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And, of course, when we do the webinar registration in the future, for
those of you watching the replay in The Net Reporter, you‟ll be able to
submit questions before the next webinar.
But again, I just want to remind you, go ahead and submit those questions.
What We’ll Cover
JIM: Now, let‟s talk about what we‟re going to cover in this webinar.
 PowerPoint (PPT)Video Sales Letters: What They Are And Why

You Should Use Them
 Why Use PPT Videos Instead Of Full-Motion Video
 PPT Video Sales Letter Patterns & Formulas With PROVEN

Examples, And Also Results From Them
 A Simple, Powerful Formula For Beginners

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 PowerPoint Video Sales Letter Specifics
 Spicing Up Your PowerPoint Video Sales Letters
 Tips For Recording Your PPT Video Sales Letters
 Our Special Guest, Mr. Armand Morin, Gives Proven Tips From
The Front Lines!
And, of course, the ubiquitous…
 Much, MUCH More!
Now, I have some assumptions and notes for you guys just so you
understand where we‟re coming from. Otherwise, this would be a ten-hour
webinar.

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Assumptions and Notes
JIM: I‟m going to assume that you have access to the software program
PowerPoint. I think you can get it for $97 off of Amazon, something like
that. If you don‟t want to use PowerPoint or if for some reason you refuse
to pay for PowerPoint, you can use the presenter program
www.openoffice.org. It‟s free.
And I‟m also going to assume that you know how to create basic slides in
PowerPoint. So, those are two big assumptions.
And I‟m also going to assume that you have access to a software program
called Camtasia. Camtasia‟s what we use to record things like this webinar
and to broadcast the replays back on the Internet.
I will tell you that you can use Camtasia. You can use it free for 30 days.
And it‟s available at www.techsmith.com.
Here‟s an exciting development, I don‟t know you if you knew this,

Armand, but TechSmith has just released Camtasia for Mac.

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ARMAND: Actually, I just bought it last week.
JIM: How‟s it work?
ARMAND: I‟m going to tell you, buy a PC.
JIM: Well, okay.
ARMAND: Because it doesn‟t have the editing version that the PC version does.
JIM: Okay. Well, I would just tell you, though, that‟s been something people
have said, “Well, you need to tell us about something that works for Mac.”
Well, it works for the Mac and our newly minted Mac user says, “Use a
PC.”

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I don‟t care which one you do. I have to make these assumptions.
Otherwise, this would be a 6-part course.
Also, though this is a webinar on how to make PowerPoint Video Sales

Letters, this is not a webinar on how to do PowerPoint. So, those of you
who are subscribers to www.thenetreporter.com I would encourage you,
that you need to bone up on your PowerPoint skills. I have an entire
presentation in the archives for Gold Members who are able to watch this
webinar. Gold Members have access to everything for as long as they‟re
members.
I have a presentation called How To Create A Killer PowerPoint

Presentation In 60 Minutes Or Less.
And for those of you that don‟t have access to that webinar, you can get
my DVD on Amazon. That will show you how to actually use
PowerPoint.
Okay. So, now we have those assumptions out of the way. Let‟s jump into
the meat of the presentation.

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PowerPoint (PPT) Video Sales Letters: What They Are and

Why You Should Use Them

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Why Learn This
So, PowerPoint Video Sales Letters, why should you learn this? Why
should you invest your time, energy, and effort in mastering the art of
using PowerPoint to deliver a sales message?
Well, first of all it‟s going to save you time. In fact, it‟s going to save you
days and days of writing. This is something, for one of the biggest hurdles
is actually one of the three biggest hurdles from coaching people,
mentoring people, doing apprentice programs. The sales letter seems to
be, other than product creation, running neck and neck. And then traffic,
the sales letter is the biggest hurdle that anybody has to face. And that‟s
what stops most people.
So, doing it this way, cuts out days and days of writing.
Also, PowerPoint video sales letters enable you to test sales offers really,
really fast. You could have an idea in the morning; create a PowerPoint
video sales letter in the afternoon. Then start driving pay-per-click traffic
to it that evening to test your offer.

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JIM: Also PowerPoint video sales letters actually use conversation skills
over writing ability. So, everybody can talk to somebody else and have a
conversation. And really, these video sales letters are just guided
conversations using PowerPoint.
It’s also easier for people to absorb information and it hits them on
multiple levels. With PowerPoint video sales letters you‟re giving them
the visual, you‟re giving them the auditory, and you‟re giving them the
emotional, because they‟re seeing and hearing. You can manipulate their
emotion with the way you talk, with music, with sound effects, with
graphics, with charts, testimonials, things like that.
So, these are some of the reasons why you want to learn how to do this. I
think the most important reason is right up here, saving time, days and
days of writing.

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Because I will tell you quite frankly, nothing sucks more than spending a
week writing a sales letter only to have it flop. And I would rather fail fast
or see signs of life really, really fast. And this is a way to absolutely do it
and to save massive amounts of time.
Armand, anything to add on that?
ARMAND: The bottom line with many people, it‟s very difficult for people to write
copy. And what I‟ve found is that almost anyone can write a PowerPoint
sales letter where copywriting skills are still involved. But one of the key
aspects is that instead of taking two hours, and in some people‟s cases two
weeks to write a sales letter, many people can bang out a PowerPoint sales
letter in 15 minutes to 30 minutes or so.
JIM: Right. Absolutely! Great point. So, I think we‟re in agreement though, that
saving time is by far the biggest advantage.
ARMAND: Absolutely.

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JIM: Okay. So, PowerPoint video sales letters, what specifically can you use
them for, if anybody has that question?
And the answer is absolutely anything. We have used these to sell

products, to sell opt-ins, to sell services, and to sell membership sites.
Anything that you want to try to sell to somebody on the Internet. I am
fully convinced you could use a PowerPoint video sales letter to do that.
Would you agree?
ARMAND: Absolutely.
Why Use PPT Videos Instead of Full-Motion Video
JIM: Let‟s talk about why you should use PowerPoint videos instead of full
motion video. Tthis is something that a lot of people asked about actually.

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They‟re like, “Wait a minute! You‟ve shown us how to do full-motion
video and now it‟s almost like we‟re taking a step backwards. Now you‟re
saying that we should use PowerPoint and not even show our mugs on the
TV or on the screen.”
And so, let‟s talk about why you would want to use PowerPoint versus full
motion. Well number one, there are less production and editing hassles. I
mean, frankly from my experience, it‟s much easier to make a PowerPoint
video for the average person. And it‟s much faster to create an effective
video.
Go to YouTube, would be a great example. Go to YouTube and look at

most people doing a talking head video and they suck. And that‟s why
people resort to picking their nose and setting farts on fire and doing
things like that, because you need visuals. You need something other than
just somebody‟s head talking. That is really the hardest type of video to
make, first to engage and then keep people engaged in a message.
JIM: And so, a PowerPoint Video is much more engaging for the audience,
because you can change what they’re looking at. They can read it, they
can look at it, they can see it, and they can hear it all at the same time.

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Whereas, if it‟s just you talking, it‟s much harder for them to pay attention
and to stay engaged.
Also, a PowerPoint video sales letter keeps you on topic, focused, and
moving. There‟s no rambling, because you‟re hitting each point as you go.
And you can do this even when all you‟re doing is just reading the points.
I mean, you‟re reading the points and elaborating just a little bit. But in the
end, it can be you just reading these points and going from point to point
to point.
That definitely keeps you focused and it keeps the presentation moving
along.
JIM: The other thing with a PowerPoint video sales letter, people judge the
video based on the content, not on how you look. Now, my buddy Mike
Stewart, was the first one I ever heard use the phrase, “I‟ve got a face
made for radio.”

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A lot of times people get more caught up in the drool on the person‟s face
when they‟re talking, or the color of their hair, or the fact that their lips
and the audio are slightly out of sync, or the fact that their shirt‟s wrinkled
or, “My God! They did that in their kitchen,” or whatever.
They get caught up in other things than the message that you‟re trying to
deliver. Whereas with a PowerPoint video sales letter, you can completely
control the person‟s experience using text and graphics. And you don‟t
have to worry about whether you‟ve had a shower or whether you‟ve got,
not helmet head, but headset head. That condition is a danger when
you‟re in this business.
I have headset head all the time, because of being on the phone and things
like that. And I‟ve got to worry, have I shaved and is my desk neat and my
shirt ironed and stuff like that. And Armand, I know that is a concern for
you sometimes, isn‟t it?
ARMAND: Absolutely. The thing with me when I‟m getting ready to do a video I‟m
pretty much like Jim. I mean, I usually wear sweatpants, a t-shirt and most
of the time a baseball hat. And that‟s just not appropriate many times
when I want to actually do a video.
JIM: Right.
ARMAND: So, I have to actually take a special time out of my day and make sure my
desk looks presentable and make sure that I look presentable, in order to
give people what they expect.
JIM: Right.
ARMAND: And all the things that Jim‟s said, I‟ve heard people critique many people.
“I can‟t believe that‟s what their house looks like.” “I can‟t believe how
messy their desk is.” I mean, I‟ve seen it all happen.
And whether you like it or not, you make those judgments yourself.
JIM: Right.
ARMAND: And this removes all those judgments. So, they‟re just judging you by
what they see in front of you, much like what everyone‟s looking at right
now.
JIM: Right. What you see and what you hear. And the other thing is that you‟re
typically less nervous. I mean, I don‟t care who you are, turn on a camera.
All of a sudden everything you knew that would just come right out of

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your mouth instantly disappears, and you‟re looking down at your notes
and you‟re like, “Um, uh, ah, mm, ah, eh, uh.”
And it just doesn‟t work for most people.
And the cool thing here, me personally, I‟m still waiting for my voice to
drop. I‟m waiting for puberty to hit so I‟ll have a nice deep voice like
Armand, but I don‟t think it‟s ever going to happen.
So, if you feel like your voice isn‟t where it needs to be, you could
literally make your PowerPoint, then hire some voice talent from
Voice123. Have them read the PowerPoint, send you the mp3. Then you
could marry the two together in Camtasia very, very easily, especially
with their new editing features.
So, you don‟t even have to be the voice of your PowerPoint sales letter.
And it‟s not expensive to get somebody to do a 5, 10, 15-minute read on
something.

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JIM: So, don‟t even think, “Well, I don‟t even know if I could read it or do the
inflection. Armand, you and Jim, you sound like you‟re just two wild and
crazy guys and you‟ve got all of this inflection and can use your voice.
And I talk like this.”
Well then, just hire somebody. So, that removes an excuse.
And Armand, I know you‟ve hired voice talent in the past, even though
you were very capable of doing it yourself.
ARMAND: Yeah, absolutely. I mean, for example, I wanted a specific type of voice
on a video that I did. And I went and I found a person to do it. I wanted a
guy that sounded like the Gecko voice.
JIM: The Geico voice?
ARMAND: The Geico voice, that‟s it. And I found him. I found a guy that sounded
just like the guy and I hired him. It cost me about $100. And even though I
was, again, fully capable, but I was trying to do something that said

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something good about me personally. It sounds kind of arrogant many

times to you, to say that about yourself.
JIM: Right.
ARMAND: It‟s easier to have someone else do it for you.
JIM: Yeah, absolutely. Well, let‟s keep going.
PPT Video Sales Letter Formulas with 3 PROVEN Examples
Let‟s go over some real life examples that you can model.

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One thing I want to tell everybody on the replay or wherever, the
member‟s area. You will have access to the links to these sales letter
examples that we‟re going to show you.
So, don‟t freak out about trying to write down the URLs, because some of
these aren‟t publicly available. And so, they‟re kind of convoluted. But we
will absolutely give you the links to these. So, don‟t worry just pay
attention.
Formula #1 - Problem – Agitate – Solve
JIM: The first one is called Problem - Agitate - Solve. And this is really, to
my knowledge, the oldest formula for writing sales copy, known to man or
woman.
I don‟t know of anything that came before that, Problem - Agitate - Solve.
It‟s one of the first formulas that you‟ll ever learn if you take a course on
copywriting.

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JIM: Basically the pattern is to state the problem that they have in order to
grab their attention. Then you make it worse, you dimensionalize it.
You make it so that they understand that this really is a problem.
Then if it goes unaddressed, it’s going to get worse and worse and
worse.
And then finally you introduce the solution. You become the hero.
“Do you have acne? Well, do you realize that if you don‟t do something
about this acne you‟re never going to have a date, you‟re never going to
get married. You‟re never going to have kids, and your entire family line
is going to die out.
But now we have zit cream.”
And that‟s just an example. But that would be kind of a hypothetical weird
example, but still an example nonetheless.

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State the problem, make it worse, and introduce the solution.
Example – Early-Bird Offer TLSL
JIM: So, I‟m going to show you an example where I actually used this formula.
And I will tell you that the total time of this video is 16 minutes and 22
seconds. We‟re not going to watch the video minute by minute. We‟re
going to hit the highlights so you can see what I did and how I did it.
But I will tell you that this video had a 20% conversion rate. And the cool
thing this was 20% so basically, 1 out of every 5 people that saw this
video bought. And they bought into a continuity program.
So, they didn‟t just buy a 1-timer, they bought into a 12-month program.
So, I was very excited about that.
So, let‟s take a look. And again, just remember, I will give to you guys,
the URL for this.

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JIM: Now I want to point out, the number one thing, this was actually used
on a confirmation page for a webinar. So, people signed up for this
webinar and then I told them basically, “You‟re registered for the
webinar.”
And then I just played this video for them. It was 16 minutes and 22
seconds.
And a couple of points I want to make about this. Number 1, when you
speak or when the person who speaks and presents. Number 1, you need
to be definite. Number 2, you need to be confident. And number 3,
you need to be direct.
So, you speak with authority when you talk on these sales letters. It‟s one
of the bigger tips that I can give you.

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So basically, the way this one starts out, I ask them a question. “Self-
Improvement is great… except for one major problem”
Now, that‟s the first statement that comes out of my mouth, other than,
“Hey, this is Jim Edwards and I‟ve got a shocking statement for you.”
But I tell them there‟s one major problem with self-improvement. Well,
they‟re attending a webinar on self-improvement. So, that‟s obviously
going to grab their attention. So, whatever you can do to grab their
attention by making that type of statement is good.
JIM: So, then the next thing we talk about, I define the problem for them.
This is Problem - Agitate - Solve. There’s nothing wrong with putting
the word “problem” up there and telling them what the problem is.
And I say, “The vast majority of self-improvement information available

does NOT work and it‟s absolute crap!”

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Now that is, as we shall learn from Armand later, called a shocking
statement. But you do that just like a headline you would use in a sales
letter to grab people's attention.
And if you want some good clues about how to formulate these types of
things, the best thing you can do is watch things like Inside Edition or
Headline News or TV shows like that. There you see how they tease.
They run these leaders for stories that they‟re going to be doing later or
when they‟re first starting to talk about the story. They find the most
sensational thing that they can say to grab you, so that you will listen to
the story.
So, then what I do in here is explain, “Why do I say that?”

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I talk about, “Why is most of it crap?”
And then what I do is talk about the fact that most people who are selling
self-improvement information have a vested interest in you not
succeeding.
JIM: And that is a sales copy principle of creating a situation of us against

them, them being an evil third-party out there somewhere that’s kind
of amorphous. You don‟t want to name anybody by name. But it‟s the
establishment, the weight loss establishment, the dog training
establishment, the accounting establishment.
Whatever your niche is, there is a cabal out there, a conspiracy working
against you.
JIM: And another well-known or well-practiced technique in sales copy is

playing up the fact that there are people out there who are keeping

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secrets from you. And if you just knew that secret, then everything
that you ever wanted would be able to come to you. But there are
people holding that secret.
So, in this case I talk about the fact that if anybody‟s self-improvement
product actually worked you wouldn‟t have to do like I did. I bought an
entire suitcase or an entire bookcase full of self-improvement products.
And so, after we‟ve established the fact that there‟s somebody out there
who‟s holding them down, we talk about self-help. This is where we‟re
making the problem worse, that self-help is actually a myth.
And so, this is where we‟ve defined the problem. The problem, most self-
improvement is crap.
JIM: Now we‟re making it worse. We‟re agitating it. So, we‟re telling them that
other people are keeping stuff from them.

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Now we‟re telling them that actually the whole concept of self-help is a
complete myth, and that they actually have the tools that they need in
order to make this happen.
And so next we do this, and I don‟t have to use all of these parts. This
could have been a 5-minute video. But then we throw in the part where we
give them an evaluation criterion for how to evaluate our competitors.
And I actually learned how to do this in the furniture business, where we

were selling sofas and we were competing with another company. We
actually had a card that we handed people that told them all the things that
our sofas had in them. They were double glued and tied and all this stuff.
And we knew the other ones weren‟t. So, we just created the buying
criteria for people. And that‟s what I‟m doing here.

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And we give them questions to ask about your favorite self-help guru. And
so, we give them a test. And you can do this with any market.
You could do this with software. You could do this where you have a lot
of competition, where you‟re going to want to do this, if you have a lot of
people that you‟re going up against. This could include weight loss or
things like that, where there‟s just so much stuff out there you‟ve got to be
able to differentiate yourself.
And what you do is basically give them questions, where everybody but
you is in that category.
Then what we do is we give them the bottom line. We just kind of

summarize.

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JIM: And then here’s a technique where I’m taking somebody or something
that has a stellar reputation and I’m saying, “Hey, I’m just like this
person. We’re just like this.”
And so, what I do is talk about one of my heroes, who‟s Earl Nightingale.
And this is almost like an implied testimonial. But I talk about the most
notable exception to all of it, and I basically throw up major praise about
him.
But if you notice over here on the left you‟re seeing my picture, Earl
Nightingale, all these great things, my picture, Earl Nightingale talking
about how he was a success before he ever started teaching success.
And then what I do is set the buying criteria for them.

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JIM: Who is an excellent teacher? Someone who has been where you are,
someone who‟s really been through tough times emotionally, and then I
just list them all off.
Someone, who has a demonstrated track record of success.
And what I‟m doing is building up to show them, “Hey, I have, I meet all
of these criteria that we have agreed we‟re going to use as the evaluation
criteria.”
Then, the biggest question applies in this particular case because I‟m
selling this. In my mind the biggest question anybody would have would
be, “Okay, sounds good. But why the hell should I listen to Jim Edwards?”
That‟s the question that somebody at this point should have on their mind.

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“We‟ve talked about all this stuff. I‟ve helped myself up. Now, why
should I listen to you, Jim, as opposed to all of these other self-help
gurus?”
JIM: And so, since I set the buying criteria all I do is just tell them this. “I
made my fortune not by teaching „success,‟ but by making complicated
technology understandable to the normal person. And so my special talent
is making the complicated simple and usable by others.”
And now we launch into more information about me, where I admit that
I‟m not perfect. But now I start telling them how I was like them and
maybe even worse off than them. And I tell a little bit about my story. And
then I tell about how I overcame it.

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JIM: And then we talk about results. And what I did here was something that
people do in sales copy that I think is a big mistake, especially in the
world of Internet marketing.
Everybody talks about how you are going to make all this money. It‟s all
about the money. And the problem is that it‟s all about the money.
Everybody‟s trying to outdo everybody else with the standpoint of
promising how much money you‟re going to make or how much money I
made or all these things. And money only goes so far.
You have to dimensionalize what that actually means and what the
benefits are. And so, I‟m talking about I give more to charity and worthy
causes than I used to make in a single year. My lifestyle‟s changed
massively, but also I‟m talking about how my body changed physically
and how I have a sense of peace and security in my life.

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So, it was more than just the money stuff.
JIM: And so now what we do is leading up to the close. And so, what I like to
do is give people a choice. And we‟ll talk more about it when we get into
the basic formula when we lay all this stuff out.
But the big thing is you give people a choice.
“You can either keep doing what you‟re doing and keep getting what
you‟re getting and is that enough? Or you can take a look at what I have
to offer you, which is the solution.”
So, it’s Problem - Agitate - Solve. And now we’re getting into the
actual solution.
So, this is where I tell them, “I‟m going to teach you what it really takes to
be truly successful. No matter what the world or economy or other people

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are doing, I‟ll teach you the exact steps and rules that GUARANTEE your
SUCCESS!”
JIM: So, that‟s a big promise. And then I introduce the solution.
Now, this is kind of a cool thing that I did over here. I‟ve only ever seen
one other person do it, and that is Armand, actually putting a clickable link
into the video itself.
ARMAND: It makes sense to do it right there. Because if you‟re doing this PowerPoint
video you can do some cool things with that little box such as put arrows
to it. You can mention it in the video, obviously, and tell them to click on
the screen. And it‟s something different from what people normally have
experienced.

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So, Jim has the arrow there and I‟m sure he‟s talking about it at the same
point in the video.
JIM: Yeah. I‟m talking about it, I‟m telling them. At this point, I‟m just reading
it off. I‟m not adlibbing this at all. I‟m reading off these slides and I‟m
telling them, I have this over here. I don‟t remember if I told them to click
if they were ready, you know, kind of like what I learned from you as far
as closing the room.
You know, “Go ahead click it. You know you want to.”
ARMAND: Exactly.
JIM: But we‟ve got that over there. So, we‟re going for the close. And if
anything, subliminally it‟s letting them know, “Hey, it‟s time to make the
decision.”

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JIM: Now we‟re giving them, when we‟re getting into the close, we‟re giving
them a special offer.
I am huge on making special offers, giving them something to make them

feel like they‟re really getting a deal. And there are always things you can
do with that. Not just price though, you can do bonuses. You can do extra
information. You can give them just extra stuff. You don‟t have to
necessarily discount your price.
JIM: And so, here I try and anticipate any last objections or anything that
people would have, just questions in their minds that might make them
say, “I don‟t want to do it.”
And I like to bring them up here at the end, which is basically in this one,
after I‟d done all this build up. It sounds so good and everybody should be

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thinking, I mean, this sounds better than stuff that people are paying $67,
$97, $200 a month for. They‟re like, “Wait a minute, dude, what are you
doing selling this so cheap? What‟s the catch?”
And so, I explain why I‟m selling it for so little. And basically its,
“Everybody‟s in crisis mode so I want it to be a non-issue. I wanted to
give back. And I know that the people who need it the most can least
afford it.”
So, that‟s how I explain that.
And then finally we just go in for the close, which is basically, “Sign up
now before the price goes up,” and, “This offer will never be repeated.”
So, that‟s the first one. There are a lot of different elements in there, but
the bottom line formula that this follows is Problem - Agitate - Solve.
And it could have been a 5-minute, it could have been a 10-minute, but it
came out to about 16 minutes and 22 seconds.
Armand, do you have any comments on this one?
ARMAND: You know, one of the key parts that you mentioned throughout this whole
thing makes a PowerPoint sales letter so effective. You don‟t have to
come up with what to say.
Jim mentioned several times as he was going through this particular

PowerPoint video, that he wasn‟t trying to create anything, he wasn‟t
trying to be creative.
What he was trying to do is simply read what was on the screen. And the
reason that worked so well is because you‟re using multiple modalities at
the same time. They‟re reading it and they‟re hearing you say the exact
same thing that‟s on the screen.
So, you‟re getting a double emphasis of what is on the screen. So again,

you‟re using that box, as an example, to order on the right-hand side of the
screen or to order Silver or to order Gold being on the right-hand side of
the screen. With him at the same time mentioning it, all of a sudden it‟s
very apparent what you want that person to do.
JIM: Right.
ARMAND: And so, you can add different pieces to the puzzle there.

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JIM: And also, this link was down there the whole time. So they know that,
“Hey, there‟s something here for me to buy.”
I‟m not making it a secret.
But the bottom line is yeah, you‟re absolutely right. There‟s nothing
wrong with just reading it verbatim. And in some cases you‟re going to do
much, much better.
Okay. So, that was formula number 1, Problem - Agitate - Solve.
Formula #2 - Big Idea Plus Detailed Explanation
JIM: So, let‟s move onto the next formula, which is what I call the Big Idea,
Plus Detailed Explanation.

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And the pattern here is to make a big promise offer, and then you give
rapid-fire details of what and why.
Example – Jim Boat 3 “Early Bird”
JIM: So, a good recent example of this is the Jim Boat 3 “Early Bird” sales
letter that I did. Actually I got this PowerPoint video sales letter done in
one weekend. And the total time on it was 28 minutes and 43 seconds.
And the results, we sold out the 15 “Early Birds” in 72 hours!
Now, I am going to make a damaging admission. God, this sucks. I told

you this one right, Armand?
ARMAND: I‟m not sure.
JIM: This video was so good, that I made a new video, we switched out the
sales letter once the “Early Bird” was over. Then we made a change and
the old video, when we made the change, got put back up.

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JIM: So, I was doing all this promotion once the “Early Bird” was over, but I
didn‟t realize that it was the “Early Bird”. I changed the price and it went
up by $1,000. But the video was talking about everything the “Early Bird”
people were going to get.
And I pissed off a lot of people, because the sales letter was so persuasive
and the PowerPoint video was so persuasive. People, when they realized
they had missed that deal got mad and said, “Well, I‟m not going to sign
up at all now,” because the deal was over.
ARMAND: I did that exact same thing.
JIM: Oh, you hacked my server and changed it back?
ARMAND: No, no, no, no. I actually did the same thing just recently, like three weeks
ago for my Big Seminar sales letter. What happened, again I‟m using a
PowerPoint sales letter, just like you are. And in the video it said five
payments, but I was only offering four payments.
JIM: Right.
ARMAND: And so, I had to bend and actually give the person the five payments.
JIM: And I couldn‟t, because I had all these other people pay $1,000 more. So it
was just kind of, the point that I wanted to make here, you‟ve got to be
careful, because this is so powerful. This hits people right in that part of
their brain where they really are paying attention, that this is a double-
edged sword. You are sort of playing with fire.
So just, be careful which video you‟re showing, especially if you make

different offers at different times.
So, let‟s take a quick look at this one and this one is actually the “Early
Bird” one. And I don‟t know if you can hear that, but I‟ve got kind of cool
music going there. And I try to have music at the beginning of all my
videos.
But what you‟ll notice is that on here we‟ve got a really attention getting
headline.
“Get Onboard The Jim Boat 3 „Membership Site Power Cruise‟ and I‟ll
Include An 8-Day Luxury Cruise For You and a Friend!”

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JIM: And so, the pattern here again, is Big Promise Offer + Rapid Fire
Details of what and why. Now, in this case, instead of trying to get
somebody to pay $15 to $25 a month, I‟m trying to get them to pay
between $2,000 and $3,000 up front, to go on a cruise that in some cases
wasn‟t going to take place for eight months.
So, that‟s a little bit harder sale to make. So, what you need to do is get the
big idea across. In this case I did it with the headline, which is jump
onboard and I‟ll include an 8-day luxury cruise for you and a friend.
And then what I do is start off right away talking about fast action
bonuses. Now, the reason why I start off talking about, “Stay tuned to
figure out how you can get over $2,691 worth of FREE bonuses when you
sign up NOW to set sail on The Jim Boat 3 „Membership Site Power
Cruise‟ this December”! I want to grab their attention. I want to get their
minds thinking in that realm of dollar figure. And I want to create a sales
copy technique where basically you create an open loop that has to be
closed.

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JIM: So, I did this so that they would stick around to find out what the bonuses
were. Now, they could just as easily scroll down the page and see what the
bonuses are. But at this point I‟ve got them reading the sales letter.
And I‟m going to take a little time out here and say that in the next
example I‟m going to show you, typically what goes with one of these
sales letters. The more information you have, normally is in direct
correlation to either how complicated the sale is, in other words, how
much you have to explain or the price.
If you‟re selling something for $97 normally, there are exceptions. But
normally you don‟t have to give as much information as you would if you
were trying to sell a $3,000 cruise or a $5,000 workshop.
But basically all I‟m doing here is explaining everything on this video and
we‟ll come back to the video. But then I‟m showing them all the cool
bonuses that they‟re getting. I show them the itinerary of the cruise. I
show them testimonials and actually I‟m showing them highlights from
the first two Jim Boats to make them really excited about coming along.

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JIM: Then I show testimonials from the people who‟ve actually been on the
cruise. Then I talk about the fun that they‟re going to have. And then I
give concise bullets about what we‟re going to teach. These bullets
actually correspond to much of the content that‟s in the PowerPoint.
And then I answer the questions, WHY you want your own membership
site(s), WHY you want to learn from me specifically. Then the big
question anybody has in this particular case is WHY do you promote so
early? So, we explain that.
And then I give them a cost comparison between a land based seminar, no
offense to the Big Seminar, versus a cruise seminar. And then I recap the
bonuses and then we summarize everything.
And then we‟ve got a bunch of FAQ down here. But the bottom line,
without that video this sales letter would have to be at least five times
longer, because I‟d have to explain everything in minute detail.

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JIM: And so, I just wanted to show that, and now we‟ll show you the sales page
on another one. But the last one we showed you, this one over here, the
entire sales process is basically this PowerPoint, this link. The rest of this
page is just the confirmation for the webinar that they were attending.
And when they clicked through it was the registration page in aMember.
Here all we‟re doing is basically telling them where we‟re going, when
we‟re going, what they‟re going to get and what other people had to say
about it.
So now, what we do is take them through and after I‟ve gotten them hot
about the bonuses, I give them “5 Reasons Why This „Jim Boat‟ Cruise
Will Be Even Better Than The First 2 Put Together!”
And so, these were issues that people had in the past and I was trying to
get people onboard who had been before. And so, we talked about, “More

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FUN! Better organized! More spaced learning without overwhelming
them,” so that it‟s not full day sessions. That was a big change. They‟re
half day sessions instead of two full days of 8-10 hours. Now we‟re doing
4 one-half days. So, there‟s a lot more fun and networking involved.
JIM: Then we talk about what we‟re going to teach and we let them know
exactly what we‟re going to do. But basically these are recapping the
bullets further down the page.
So, we tell them the big idea of what it is. then we give them all the
details, talk about networking and masterminding, part of the details. We
explain why you want a membership site, why learn from me specifically,
why do we promote so early? And then I actually guide them through the
comparison chart, showing them why this is such a good deal.
And then we tell them they‟re going to get that $1,000 off, plus, we tell
them all the different bonuses they‟re going to get. And again, these are
bullets that are on the sales page, but we‟re hitting them nine ways from
Sunday as far as summarizing everything.

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And then we close. And we tell them that we have a very definite
deadline. We have the “Early Bird Bonus Deadline, which was June 6th.
And we had 15 or June 6th, whichever came first. And then, “Here‟s What
You Do Now.”
JIM:
We give them very specific instructions.
 Scroll down the page
 Click the “next page” button
 Follow the registration instructions
 Start packing!
And that‟s it. So, what we have here is the Big Idea, which is you need to
get onboard the “Jim Boat,” and I‟ll include an 8-Day luxury cruise for

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you and a friend. And then it‟s just rapid-fire all the details. And then we
tell them exactly what to do in order to get onboard.
So, Armand, any comments on this one?
ARMAND: No, I think it‟s straight forward and to the point. One of the things Jim
mentioned, I think it‟s very important and I‟ve done this. I‟ve used a
combination of video PowerPoint and even a sales letter, where what Jim
had mentioned earlier was an open loop. Here in mine I had three
PowerPoint videos in the same sales letter.
And at the end of the first video I told them to watch the second video,
which means in between there was a bit of sales letter text that they had to
read.
Then at the end of the second video I told them to watch the third video,
which is where the most important information was going to be.
So, you can use a combination of things and even make this work, just like
Jim has done in this particular page.
JIM: Absolutely. But the key here is that I was dreading putting this sales letter
together. I knew in order to convey all the information, if I was going to
do it all through print, this puppy was going to be 30 or 40 pages long.
And it‟s hard to convey the excitement in print with text. But it‟s a lot
easier to do it with the music and with my voice and with the PowerPoint
and all those things.
So anyway, the formula here, again, is the Big Idea Plus Detailed
Explanation. You make a big promise offer and then you rattle off the
rapid-fire details of what and why.
And that‟s a real biggie, including not just the what, but also the why. The
why this is important, the why we do these things, the why you want to be
involved.

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Formula #3 - Special Deal /Advanced Offer
JIM: Now, formula number 3 is the Special Deal or Advance Offer. And this
one is probably the most effective, but it also requires some real thought.
You‟ve got to be creative in how you put this together so it really does feel
like a special deal, especially. Advanced offers are pretty easy to do,
because you just put a date on it.
But a special deal you can tie to quantity, discounts, you can tie it to, “As
soon as 1,000 people sign up this is all we‟re going to do.”
And then all you‟ve got to do is just switch out a different bonus.
But people love to feel like they‟re getting a deal. And so, you‟ve got to
make them feel like they‟re getting a deal. And you‟ve got to actually give
them one.

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The pattern here is tell them that you’ve got a special deal, explain
why it’s special. And one of the easiest ways to do that is to use
contrast. And I‟ll give you an example in just a minute. And then you tell
them what to do.
Example DVD “Replay” Offer
JIM: So, the example I‟m going to show for you is where we made a DVD
replay offer. We were doing a free webinar and on the confirmation page
we made an offer where people could buy the replay on DVD. There
wasn‟t going to be a free replay. So, the only way they could get the
replay was to actually buy it on DVD. And I made a pre-publication offer.
Now, some of the results from this. The total time of this particular video
was only 2 minutes and 27 seconds. Now, one of the big differences here,
we‟re talking about a $20 plus shipping and handling offer, as opposed to
a $3,000, eight days out of your life offer. Make sense, Armand?
ARMAND: Absolutely.

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JIM: Now, you were here when I did this. You were actually here at my house.
We were hanging out at Busch Gardens while this thing was cooking. And
the results, I also got a 15% conversion rate with this PowerPoint
video sales letter. 15% of the people who saw this offer took advantage
of it.
So, the bottom line though, let‟s take a quick look and then we‟ll talk
some specifics about this.
JIM: Now, this is when they‟ve signed up for the webinar and they‟re coming to
the confirmation page. Now, before everybody starts freaking out and
they‟re like, “Hey Jim, how‟d you get that and you‟ve got this little man
and he just flew in and stuff?”
There are tons and tons of animation things that you can do in PowerPoint.
And most of the little moving around that this little character does is done
through PowerPoint, just moving stuff around. But the little animation of
the character himself, as far as him waving and things like that, I actually
had this avatar made about six years ago, five or six years ago. I was going

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to come out with my own web browser back when Internet Explorer 6 was
out. And then, just as we got the thing done, Microsoft discontinued those
little avatars. This was like the little wizard character and stuff.
So, actually what I did was pay $2,000 to have the thing made. And so, I
said, “Wow, I‟d better get some use out of this.” So, I turned him into a
little video character. But all of the blocking and the movement and all this
stuff was done in PowerPoint. And I would imagine there are tons of
different things out there. What are those, screen agents? Is that what it‟s
called?
ARMAND: I think so. Yeah, it‟s a screen agent.
JIM: Okay. Well, there are a lot cheaper ways to get a little, if you want a little
character like this made. I guarantee you could get it done for less than
$2,000.
But basically I‟m using Mike Stewart‟s S3 Media Player to show this
video. But bottom line, all I do is tell them, “Hey, this is Jim Edwards and
I want you to know that you are now officially registered for the webinar.”

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JIM: So, they‟re registered for the webinar. I mean, I‟m just telling them, “Hey,
you‟re registered.
Next, I‟d tell them to basically check your email box for the webinar
confirmation and phone number and login information.
So, the first 45 seconds is just telling them, “Hey, you‟ve signed up, check
your email.” But then I tell them, “Hey, I‟ve got something new for you.”
And this is just a graphic. I bought a graphics pack with 3,000 graphics in
it for $15 out on the web. I‟m sure some of them are stolen. But I didn‟t
know that, officer.
But basically I just tell them. “I‟ve got something new for you.” And what
I have is The Ultimate Mini-Site Formula, in which I‟m turning this
webinar into a DVD.

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JIM: And so, what I‟m doing is making you a pre-publication offer. And then
all I do is just explain what that means. And I tell them:
 Live webinar for FREE
 No Free Replay
 Get Replay on DVD
 Regular Price $97 + S&H
 Pre-Pub $19 + S&H
Now, if I‟d have said, “You can get the replay on DVD and it‟s $19+
S&H,” that wouldn‟t sound like nearly as good a deal as saying, “The
regular price on this is going to be $97, but the pre-publication price is
only $19.”
And so, when I do that, then all of a sudden it sounds like a great deal.

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JIM: Then I just tell them also, to make the deal even sweeter, “You‟re going to
get access to the online replay, you‟ll get access to the transcript and
you‟ll get access to the mp3/iPod.” That is the complete explanation of the
offer.
Now, I go into the close, which is:
The Choice is Yours…
 Attend the Webinar LIVE for FREE
 Grab the DVD Pre-Publication offer for only $19 + S&H
This is where the contrast comes back.
 Wait and pay $97 + S&H

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JIM: So, you can come to the webinar for free or you can grab the DVD pre-
publication offer for only $19 or you can wait and it‟ll cost you a whole
lot more money.
Now, I want you to understand here that originally, this is a free offer.
You can come to the webinar and get the information for free. And yet I‟m
telling you if you want the replay you‟re going to have to pay for it. And
you could pay up to $100 for it.
Think about that. But the bottom line is by using that contrast and by
playing it up as a pre-publication offer, it‟s only $19.
And then what I do is just tell them “The choice is yours.”
And regardless, I‟ll see you on the webinar, because everybody can come
to the webinar absolutely free. And that was it, total time. And then I recap
it at the end.
So, I have a screen shot that we did in Camtasia, just to throw this back up
on there. So when the screen was done they would see, “Free for
everyone, no free replay, get the replay on DVD, regular price $97, pre-
pub $19, also get access to all this other stuff.”
And then the whole sales letter, I‟ve got a button here that says, “Add to
Cart.”
And then I summarize everything, especially because this was a pre-

publication offer, I made really sure that everybody understood.

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JIM: I understand I‟ll receive:
 Within 24 hours of the event:
 Streaming replay of the webinar (online)
 Downloadable MP3 audio (.mp3)
 Downloadable video iPod version (.m4v)
 Within in 7-10 business days I will receive the transcript of the

webinar (.PDF)
 Within 10-14 business days you will mail me the DVD of the
webinar (physical DVD sent via US Mail)
You want to know how many refunds we had on this, Armand?
ARMAND: Yeah, I would.
JIM: Guess.
ARMAND: I would say 20.
JIM: None. Zero refunds. I was shocked.
ARMAND: Well, I think what‟s important for people to understand is when you first
told me about this, I mean, you knew my reaction.
JIM: Yeah. You were like, “You‟re not going to sell any.”
ARMAND: I‟m like, “You‟ve got to be kidding me.”
JIM: I‟m selling them something free.
ARMAND: Yeah, you‟re selling them something that you were giving away for free
and they knew you were giving it away for free.
JIM: Right.
ARMAND: But yet they still paid the $20 to get it anyway. And I‟m thinking, “Okay.
Obviously part of this promotion is for your Mini-Site formula.” So,
whether or not you sold from people watching, it didn‟t matter, because

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you made a considerable amount of money just from people buying the
DVD.
JIM: Right. Oh, and we were selling Mini-Site Creator Version 2.0 at the end of
the webinar. We were doing a pitch at the end. And nobody bitched that
they bought the DVD and there was a pitch.
So, the point is, is that everybody expects a free replay. So, we talk
about the shocking statement or the opening statement or trying to
shake them up a little bit. Number one, there is no free replay. So,
that’s off the table.
But the big thing is they didn‟t expect me to sell them a DVD of the
replay. But they were interested enough to sign up. So, obviously they
want the information.
If I had made this offer before anybody signed up for the webinar they all
would have said, “Hey, screw you Edwards. It‟s a free webinar. I‟m not
going to pay for that.”
But the fact that they signed up and they said, “Well, I may not make it
live, but I really want this. So, let me buy the DVD.”
And then I think the contrast of the $97 versus the $19 and all the stuff
that they get makes it just a really, really great deal. And in their minds
they‟re like, “Well, hell, for $20 plus S&H if I get one or two good ideas
out of it. I mean, when was the last time anybody sold anything for $20?”
ARMAND: Right.
JIM: And so, that‟s I think the big thing. But I just want to point out that all of
this was done in the space really of two minutes.
So, these don‟t have to be long. They just have to follow the formula,
which in this case is, “Here’s a special deal. Here’s exactly what
you’re going to get.”
And then we used that contrast and then building up the deal. And then
the thing that helped move it along was this verbiage right here, because
I‟ve used this over again and it works really well, “The choice is yours…”
Basically “You can do this, you can do this or you can do this.” And by
doing that they‟re either going to show up free to the live webinar, in
which case we can make money off of them if they buy Mini-Site Creator
Version 2.0. Or they‟re not going to show up, so, we‟re going to sell them
the DVD.

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Anything else to add on that, Armand?
ARMAND: No, I mean, I think it was a case where really people are looking at
something definitely out of the ordinary. No one else, that I know, has
ever done this.
JIM: Right.
ARMAND: And it was so simple and it was something that you were doing anyway.
Why not ship it off and have it recorded and make some extra money in
the process of doing it.
JIM: Exactly. But the point here, also, is not to say, “Hey, you should do
webinars and sell the recordings.”
ARMAND: Right.
JIM: The point is when you make people a special offer and they can see that
it‟s a special offer. It‟s something that they‟re already interested in, you
don‟t have to spend an hour talking about it or 50 pages of text. If they’re
already interested get to the point, make them a good deal, show them
it’s a good deal and tell them exactly what to do and you can do really,
really well.

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I think some of that has happened in the world of Internet marketing,
especially. Everybody has gotten to the point where they feel like, “Hey,
in order to sell anything I‟ve got to have a 30 page letter. I‟ve got to go
nine ways from Sunday to explain it.”
Where I think if you look at Amazon, go look at how Amazon structures

their offers and stuff and it‟s pretty straight and to the point. People still
make buying decisions as a result of a whole lot less information than
everybody in this world thinks that they have to give.
Any comments on that?
ARMAND: I think today our time is really valuable. And when we can easily go out
and create a PowerPoint, and a relatively short PowerPoint, whether it be 5
minutes or even 10 or 12 minutes, we can bang that out and actually start
making money faster.
JIM: Right.
ARMAND: The problem that most people have is that they go through this whole
process of writing this long sales letter. And it‟s fine. I‟m not saying that
long sales letters don‟t work, they still do. And I do use them in certain
cases. But I‟m definitely leaning this way more and more.
In fact, everything I‟ve done in the past year now has been 100% through
PowerPoint Sales Letters.
JIM: Right. And you‟re not moving into the trailer park. So, we know it works.
ARMAND: In fact, I‟m buying the trailer park.
JIM: All right, cool.

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A Simple, Powerful Video Sales Letter Formula for

Beginners
JIM: Well, let‟s talk now about a simple, powerful formula for beginners or
anyone else too!
We showed you three formulas based on successful sales letters. Now, let
me kind of summarize it all so that you can see a pattern.
Then you can put your own conversation, your own personality, your own
unique spin and your own creativity into in order to create your own
PowerPoint Sales Letter that will be effective. That way everybody‟s not
going, “Hey, they just ripped off so and so,” which is fine too.
The Basic Formula Summary, I‟m just going to give you this real quick
and then we‟re going to look at each part of it a little more in depth.

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JIM: Every PowerPoint video sales letter has an Opening. And you need to
talk about who you are and why they should listen.
Then there’s the Body of the video, basically where you talk about
what you have to offer and what’s in it for me?
Then you have the Close. And you talk about what they’ll lose if they
don’t take action.
And finally, you have the Call to Action, which is where you tell them
decisively and definitively exactly WHAT to do next! You leave
nothing to chance.
Opening
JIM: So, let‟s talk about each part of this just for a minute. Basically, the
Opening is who you are. “Hey, this is Jim Edwards.”

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“Hey, this is Armand Morin and I want to talk to you about,” whatever
reason why they should pay attention.
“Hey, this is Jim Edwards. I want to talk to you about why self-
improvement today absolutely has a major problem.
And that problem is that most self-improvement is absolute crap. Now, let
me tell you why.”
There’s a strong opening. Basically, who you are, why they should pay
attention to what you’re about to share with them.
Body
JIM: Then you give them the Body. What have you got to offer them and why
do they need it, what‟s in it for me? This is where you talk in terms of
big benefits and you talk in terms of features and benefits.

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If you go back and look at that PowerPoint sales letter on the “Jim Boat”
that‟s all about what they‟re going to get and what‟s in it for them. It
includes everything from making money to meeting people that could help
them launch and further their business, to having a great time, to learning
life-changing information and making money. So, that‟s where you
dimensionalize what‟s in it for them and why they need it.
Close
JIM: Then you get into the Close where you talk about what they’ll lose if
they don’t take action now. And it could be, basically, they continue to
struggle, they lose money or lose prestige. In that last example that I
showed you the bottom line. I was telling them, “You‟re going to lose $70
if you don‟t do something now.”
I was assuming that everybody was going to buy sooner or later. And
that‟s a great position to take, that sooner or later you‟re going to be doing
this. The best thing you could do is do it now, because that way you‟re not
going to pay extra, you‟re not going to lose out. You‟re not going to have

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a situation where it‟s going to end up costing you more and more the
longer you wait.
And also you talk about how they’re going to keep getting crappy
results. You can end any video talking about, “Hey, so you’ve got a
choice. You can keep doing what you’re doing now, which means
you’re going to have this, this, this, this, and this. And as we talked
about it, that’s not really what you want. Or you can take this one
little action and all that’s going to change.
Call To Action
JIM: And then you‟re going to have this, this, this and this.” And then you tell
them exactly what to do. Tell them exactly what to do next, “Click the
link. Click the button. Fill in the form.”

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JIM: And you tell them right there on the PowerPoint sales letter, “Go down the
page, click the button, fill in the form and start packing.”
I mean, that‟s pretty definitive what they‟re supposed to do.
So, when you‟re first getting started you can absolutely follow this pattern
where you have an opening, tell them who you are, why they should pay
attention. Tell them what you‟ve got to offer and why they need it. Tell
them what they‟re going to lose out if they don‟t take action now. And tell
them exactly what to do next.
You can do that in 2 and one-half, 3, 4, or 5 minutes. Any comments on

that? I mean, this is bare bones. You can flesh it out with all the different
techniques, all the different little gems that we showed you, different
nuggets or chunks, whatever you want to talk about or refer to them as, as
we demonstrated in those three examples. And actually we‟re going to
have a couple more examples with Armand in a few minutes from his
business.
So, from basically five different video sales letters you can see different
elements that you can incorporate. But at its most basic level, this is the
formula that they all follow. Any comments, Armand?
ARMAND: Yeah. I mean, one of things that you mentioned and is one of the hardest
things for people to do, the Close and the Call to Action. And I‟m going to
tell you, asking people for money or telling people to buy something from
you can be very intimidating.
And I was able to overcome it and this is from speaking in front of

crowds, as well as doing it online via teleseminars and in PowerPoints.
This is to do one thing. And it was a small trick that forced me to say
what I wanted to say. And that was, I wrote what I wanted to say in
my PowerPoint.
And it sounds like a stupid little thing. But I knew I had I in my

PowerPoint, no matter how odd it may seem for me and how out of
character it may seem for me to say something like that. I was actually
forced to say it, because it‟s in my PowerPoint.
So, as you do more video sales letters, that Call to Action part will become
more and more comfortable with you. And finally you realize and get it
through your head that, hey, you‟re by yourself in your living room and
you‟re recording this. So, you can act out any way you want.
JIM: I‟ve been acting out since the first grade.

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ARMAND: Yeah. I mean, that is the fact. I mean, you‟re still acting out.
JIM: I know.
ARMAND: Ask Terri. But the fact is that the more you ask for it, the better you’re
going to get for the Call to Action. When I first started in sales a long,
long time ago I had a person tell me that you need to speak with thunder.
And I had to ask him what he meant by that. And he said that you need to
speak with conviction. There cannot be any question in your voice.
And at this particular point in the sales letter formula that Jim just
outlined, is that last step telling them what to do. And tell them, “Here‟s
what I want you to do next. I want you to reach into your pocket. I want
you to pull out your wallet, take out your credit card and then click that
link, because you‟re going to need that credit card next.”
JIM: Right. But the thing is, that‟s a great point and I‟m glad that we‟ve got our
mutual admiration society in full swing tonight. But you‟re absolutely
right.
And I just want to say that if you‟ve done the first three parts with
enthusiasm and with conviction and you really believe what you‟re telling
people to do, it should be very easy to tell them the next logical step. This
is to go ahead, click the button, fill out the form and you‟re going to start
getting this benefit right away.
ARMAND: Right.
JIM: It has to happen. And, in fact, they‟re going to look at the video weird if
you don‟t do it.
ARMAND: The one word that you want to take out of your vocabulary is “if.”
JIM: Right.
ARMAND: Because what ticks me off more than anything else I see is when
someone‟s doing a PowerPoint sales letter or someone‟s speaking on the
stage and they say, “And if you want to find out more information…”
No, I don‟t want to find out more information, because you‟re a wimp,
that‟s why.
JIM: You‟re a wussy.
ARMAND: Exactly.

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JIM: You suck.
ARMAND: Tell me. I want them to say, “Go to this page, click the button, order now,
because it‟s the best thing that you will possibly do for your life right
now.”
JIM: Right.
ARMAND: And when you talk to people like that, you know what, oddly enough
people listen.
JIM: That‟s because everybody‟s looking for a leader.
ARMAND: Yeah. Mr. Miyagi said it best, “This side of road, okay. This side of road,
okay. In the middle of road, squish just like grape.”
JIM: I thought you got excited about the wax on and wax off thing. But I wasn‟t
sure.
ARMAND: But the point being that you can‟t be wishy-washy.
JIM: Right.
ARMAND: You have to choose one side. You can‟t stay in the middle of the road.
People want people with opinions. And if you show a high conviction in
your product, in your services, people are going to buy it from you.
JIM: Yes. Amen.
ARMAND: That‟s right. We‟re going to church.
JIM: That‟s right. All right, let‟s keep going. And those are some great
comments, by the way.

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PowerPoint Video Sales Letter Specifics
How long should they be?

JIM: Some questions that I know that people have are, “How long should they
be?”
And the answer is, there is no magic length. I know some people get
really hung up on length and, “Is it long enough?”
But the bottom line, every one of these should be long enough, but not too
long. And that means, depending on what you‟re selling, how much you
have to explain, what it takes to get the information across in order for
somebody to make a buying decision.
And that takes some experimentation and some testing. But typically 5 to
20 minutes is plenty. But I showed you one that was less than 2 and one-

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half minutes that had a conversion rate. Frankly most people would give
their left something, to have a 15% conversion rate.
And so, I would just tell you that it doesn‟t have to be long, it just has to
be effective.
How many bullets should you have?
JIM: Another question people have is, “How many bullets should you have?”
and my response is this, especially when you‟re first starting out, but even
when you think you‟ve got this knocked. The thing that seems to work
best is that every single thought that you’re trying to get across has a
bullet.
So, that means that sometimes every single sentence you say is going to
have its own bullet. And there is no sin in having just bullets that you read
straight out, with absolutely no adlibbing. Anything to add on this one?
ARMAND: No. I mean, you‟re absolutely right. What you‟re saying is just kind of
reiterating what‟s in the persons mind already.

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JIM: Right.
ARMAND: And so, they‟re reading it and they‟re hearing you at the same time. And
as you said, every sentence you said, on one side it could be every
sentence you say on the screen in front of you. And that‟s perfectly fine.
And once you become more natural, once you do this more, you will
actually ad-lib in between bullet points.
JIM: Right. But don‟t do it so much that it ends up being 30 minutes long.
ARMAND: Yeah, it‟s just little quick tidbits here and there, in between each one. But
again, there is no magic length to it. But I‟m going to tell you this, on
every PowerPoint slide, just like what you‟re looking at here right now.
On the PowerPoint itself there should only be a maximum of maybe
seven bullet points per slide or less. Again, seven or less!
JIM: Right.
ARMAND: And the reason is because if you have more than seven then your text
starts getting too small and it‟s difficult for people to read.
JIM: Right. Absolutely.
ARMAND: And remember, right now you‟re watching it in a webinar format, where
it‟s a much bigger screen.
JIM: 1024 x 768
ARMAND: And when you have it in a video…
JIM: It might only be 500 x 333.
ARMAND: Exactly.
JIM: So much difference, so you‟ve got to use big fonts and stuff. And we‟ll
tak a little bit about recording in just a minute.

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Spicing Up Your PowerPoint Video Sales Letters
JIM: I think one of the biggest things is that you need to have a professional
looking PowerPoint background. It doesn‟t mean you go out and spend,
like I have in the past, as much as $1,000 to have a professional designer
design a PowerPoint presentation set for you.
But it needs to be professional looking, which means you don‟t use the
templates that came with PowerPoint or at least don‟t use the first one that
everybody‟s using.
ARMAND: Right.
JIM: And I want to reiterate that those of you in The Net Reporter at the Gold
Level have access to my webinar, where I showed everybody how to make
professional level backgrounds really, really fast using pictures.
And so, you really want to take a look at that. And if you haven‟t seen
that, then go get yourself some PowerPoint education or pick up that DVD
on Amazon.

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JIM: Another thing that will really help your PowerPoint Video Sales
Letters is music, both an intro and an outro. I don‟t know if outro is
even a real word. But it‟s my webinar and Armand‟s not disagreeing with
me.
Music helps set the tone. And I know that some people actually would
play their music through the entire thing. I think just having music at the
beginning and music at the end, something to get people really excited, it
let‟s them know, “Hey, the show has started.”
I mean, think. Name me a TV show that doesn‟t have music at the

beginning. Can you?
ARMAND: No, I can‟t think of any.
JIM: I can‟t think of any, because that‟s how everybody knows, “Oh, the
show‟s starting. I‟ve got to pay attention.” It‟s subliminal. It‟s trained into
you.

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JIM: And also you want to use professional grade graphics, meaning if you‟re
going to use pictures make sure you pick them up from
www.bigstockphoto.com or www.istockphoto.com. They are $2 to $3
bucks a pop. And you‟re talking about pictures that look really, really
good as opposed to pictures that look like they came out of the bargain bin
clipart collection.
Anything to add on this, Armand?
ARMAND: I think this is extremely important. I mean, you can have the same look
and feel on every single video you do if you want.
JIM: Right.
ARMAND: You don‟t have to create a new one each time. I mean, personally I tend to
do one. You‟ll see one when we look at a couple of my sites, I tend to do
a new one for each video that I do.
JIM: Right. But it‟s got a similar kind of…
ARMAND: It‟s the exact same template. I just change out a couple of graphics.
JIM: Right.
ARMAND: And I even go very minimalistic. I mean, in comparison what you‟re

looking at right now on Jim‟s screen is very complex compared to what I
normally use.
JIM: Right. Absolutely. My PowerPoint‟s are nicer than Armand‟s. But he‟s
making more dough than me. So, there you go.

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Tips for Recording Your PowerPoinT Video Sales Letters
JIM: So, let‟s talk about some tips for recording your PowerPoint video sales
letter. And then we‟re going to get into some examples from Armand.
Now, just as a reminder for everybody, we do have upcoming a webinar

on advanced Camtasia techniques. So, have no fear, I‟m going to give you
the overview right now. But we are going to be getting into updated and
advanced Camtasia techniques that are beyond the scope of this particular
webinar. Absolutely though, have no fear, you will learn how to do
Camtasia if you‟re a member of The Net Reporter.
Okay. So, recording your sales letter, basically I use Camtasia. It‟s a
screen capture software. It‟s available at www.techsmith.com. When I use
Camtasia to record I always record at full screen. And I prefer to
change my screen resolution over to 1024 x 768, because that gives me a
real nice screen as far as the size of the original to record. But then also
those dimensions, it‟s not wide screen, it‟s not swanky.

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So, when I take it down to 648 x 480 or one of the smaller resolutions, it
still looks like somebody‟s computer screen. It‟s not wide screen, it‟s not
smashed together. It‟s got the right look. I think it‟s 4 x 3 or close to that.
ARMAND: Yeah, it‟s a 4 x 3.
JIM: When I record I record at 15 frames per second. I don‟t publish it.
We‟ll talk about publishing in just a minute. But I record at 15 frames
per second. And I want to reiterate, well I guess I can‟t reiterate it until I
iterate it the first time.
So, let me just tell you, use a good microphone. Get yourself a studio
quality USB mic at a minimum. You can pick those up for $100, $200.
They‟re not real expensive. Our buddy Mike Stewart sells them all day
long. And you want to record at the highest audio quality possible in
Camtasia.

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JIM: The reason for that is when you create the video itself. You want the best
sound quality so when it gets rendered and it gets down sampled, it
streams across the Internet better. Since you have such high quality sound
in your video to begin with, when it gets down sampled it still sounds
really, really good.
But if you‟re using the $10 Radio Shack mic to do the original recording
and then it gets down sampled to play over the internet, it‟s going to sound
like absolute crap.
And I did tell you, you don‟t have to worry with a PowerPoint video sales
letter about whether you showered or shaved. But you do have to worry
about whether your voice sounds good or not. And if it sounds crackly or
if it just sounds bad, tinny, terrible, people will judge the quality of your
product based on the quality of the audio on that PowerPoint video sales
letter.

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Now, as far as publishing it, as far
as rendering it, getting it ready to
put up on the Internet, I like to
publish at these dimensions, either
400 x 300 or 500 x 375. And it‟s
important when you‟re changing that
aspect, that you make sure that you
have the keep aspect ratio check
box checked when you’re actually
adjusting the project settings in
Camtasia.
Now why you would take this down

so? I want to point out, did you notice
that all of these, I‟ve got this little
program called Sizer. If I change this
over to 1024 x 768, as far as the size,
oh, that‟s where we are already. Duh.
ARMAND: It looks good at that resolution.
JIM: Well, you know, I‟m used to it

being wider. Because I‟m on a
wider screen computer all of these
videos, at least this one, you can at
least see part of it above the fold.
But what you want is for your
video to play above the fold
when someone comes to the
page. You don’t want them to
have to scroll down to see the
video. This one I kind of cheated a
little.
But you don‟t want them to have to scroll down. So, you can‟t have a
video that‟s 1024 x 768 playing on your screen. And it doesn‟t need to be
640 x 480 even. The vast majority of them I just knock them down to
either 400 x 300 or 500 x 375. That way everything including a headline
can display above the fold. They don‟t have to scroll.
The other thing is when I’m publishing in Camtasia I use the Express
Show option. And I publish at either 1 or 5 frames per second, depending
on how much animation I have, like the one with the little Jim character

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moving around and stuff. I did that one at 5 frames per second so that you
would see some of that animation.
JIM: And you could do it as high as 15 frames per second if you recorded it at
that. If you didn‟t record it at 15 frames per second, then you don‟t have
any option. So, that‟s why I record at a higher resolution in case I need it.
Now, I will show you just real quickly some screen shots of the basic
Camtasia settings for the Express Show option. I use the Express Show
option because when you publish with Camtasia any other way you have a
pre-loader.
When you use the Express Show then it starts playing instantly
instead of letting a pre-loader load and all this other stuff where it
says, “Please hang on while the video loads.” I want that video to start
playing immediately. And if you use the settings that I show you, and
we‟ll get more advanced on this, but if you use the settings that I show

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you, your videos will start playing even if people are on a slow DSL
connection.
So basically, once you click on the published video link, over on the left in
Camtasia, it brings up the production wizard. I choose the Express Show

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option from this pull down menu. And then there’s a button under here
that says Options. And then it brings up the Flash Options.
JIM: Now, you can experiment with which one works better with your video
and on your server between FLV and SWF. You should try SWF first,
especially if your video is under 5 minutes. And I do a frame rate of 1.
I do the true 32-Bit. I use JPEG compressions set on 75%. If your video
doesn‟t look as good as you want it to, you can try sliding that up to 90%
and make sure that the Compress SWF is checked.
So, the bottom line is you can try SWF first. If it doesn‟t look right then
try FLV. I‟m trying to click these tabs up at the top.

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JIM: As far as the audio, make sure you have the Encode audio checked. I
use the MP3 and the 22.050kHz, Mono, 32k-Bits/sec. And I have the
Volume slider at 100%.
Then as far as the controls I don‟t have any of this stuff checked. All I
want, if I‟m going to use the player from Camtasia, all I want them to see
is the slider and the Play and Pause button, that‟s it. And I want it to start
playing immediately. I don‟t want anything to distract them.
Now, the cool thing though with Mike Stewarts player, he has an option
that has the hidden controls, which is kind of neat. They can‟t see the
controls unless they put the mouse over the video. And that, number one,
helps save on space and number two, makes people watch your video.
So, those are the basic recording options as far as Camtasia goes.

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Special Guest Armand Morin Gives Proven Tips from the
Front Lines!
JIM: Now, I want everybody to get on their feet and put their hands together for
our very special guest, Armand Morin.
Welcome, Armand.
ARMAND: Thank you for having me, Jim.
JIM: This is the official part of your visit. But Armand‟s going to give us some
proven tips from the front lines. Like I said, I‟ve learned a bunch about
doing this from Armand. I think I was using Camtasia before you, though.
ARMAND: Yeah, you probably were, yeah.
JIM: I will say that I‟ve learned a lot from Armand. I‟ve learned a lot from just
doing it, which you need to do as well. But that‟s why I wanted to have

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Armand here, because Armand does some great things with PowerPoint
Video Sales Letters.
So, Armand, let‟s talk for a minute about what have you done with Video
Sales Letters. You want to show us a couple of examples?
Example #1 - Placement Locator

ARMAND: Yeah, absolutely. Let‟s look at Placement Locator. Placement Locator is a
classic example of what we‟ve done with PowerPoint Video. And I started
using PowerPoint Video almost a year ago. And this is one example of it.
And if you notice, I mean, it‟s the same type of scenario that Jim has. I
have a very basic template that I use every single time. I have just a simple
background. I have the logo. But one thing I want you to notice on this
particular video, the logo, there’s the PowerPoint. And the
PowerPoint replicates the look and feel of the site, just like Jim was
saying.

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JIM: Right.
ARMAND: And you can see from my PowerPoint, well, you can‟t really see it. Just
scroll across a little bit, Jim. There. If you look at this, like I said, it's very
minimalistic.
I take the logo that I already created, put it at the top of the PowerPoint,
and that‟s it. That‟s the whole thing.
JIM: Yeah. Armand does not go in for elaborate PowerPoint. In fact, he yelled
at me for putting my picture on the …
ARMAND: Exactly. What I told him was, I said, “I think people know already who
you are. You‟re doing the webinar.”
JIM: Yeah. But people on this website may not know who you are.

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ARMAND: That is true. And that‟s the other part is that that shows you how good the
PowerPoint is.
JIM: Okay.
ARMAND: This website, and let me explain to everyone, we put this up and in just 60
days. This is a $197 product. In 60 days we sold 1,000 copies.
JIM: Wow.
ARMAND: So, we brought in $200,000 with this particular method, just the
PowerPoint video straight to the point and that‟s it.
JIM: Well, let‟s show them the rest of the page and then come up and dissect
the thing for us.
Basically, he‟s got his logo/header.

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ARMAND: And just to give you an idea, I just want to mention on this logo real quick.
I opened up a graphics program. I made the logo myself. I put the name of
the product and that little image over on the left. I went to
www.istockphoto.com and bought that image.
JIM: For like $2 or $3.
ARMAND: For like $2 or $3 and popped it there.
JIM: Okay.

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ARMAND: Now, underneath the video, and I talk about this in the video. I have a
training session. Basically, and this is the funny part about what I am
talking about here. This exclusive bonus training session, is actually the
tutorial on how to use the software.
JIM: Okay.
ARMAND: I mean, that‟s the tutorial. There is no other tutorial, this is it. But I made it
sound much, much more than that.
JIM: Right.
ARMAND: And it really is. I mean, it‟s now our training video.
JIM: But a detailed step-by-step format on how to use Google‟s placement

system to create massive traffic.
ARMAND: Exactly.

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JIM: All right. And then here‟s where you go for the …, this is where you
summarize what they‟re going to get.
ARMAND: Exactly. And then I have a little order box at the bottom of the page. And
every one of my websites has the same order box. So, it's nothing out of
the ordinary that I‟m doing.
So, let‟s go back up to the …
JIM: But I just want to say, I mean, this is it.
ARMAND: That‟s the whole sales letter, yeah …

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JIM: That‟s it.
ARMAND: There is nothing else.
JIM: But here‟s the little takeaway,

“Every minute you wait to use
placement locators is another
minute you‟re giving your
competitors.”
ARMAND: Right.
JIM: Okay. So, …
ARMAND: Let‟s go back to the beginning.

Now, this is my shocking
statement. Jim had talked about a
shocking statement. And my
shocking statement is very
simple, “Drop dead simple
software manipulates Google.”
Now, I thought an awful long time

to how I was going to say this. The “manipulates Google” is one of the
things that I felt that many people wanted to know how to do, because
Google is always portrayed as the bad guy.
JIM: Right.
ARMAND: But “manipulates Google into giving you unlimited low-cost traffic to
your sites all on 100% autopilot today.”
I didn‟t say you don‟t have to do anything.
JIM: Right.
ARMAND: But I did say that once you set it up you just kind of let it go.
JIM: Which is true.
ARMAND: And it's absolutely true, I mean, you‟ve used the software and you know
how it works.

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JIM: Yeah. Absolutely.
ARMAND: So, that was my shocking headline. And then what I did is to go through
and I told them my background and I call it My Story.
“I‟ve been using the secret system for over two years, almost no one
knows about, it's called Google Placement Advertising. I‟ll show it to you
then I‟ll prove it to you that it works inside one of my own accounts.”
Now, again, I already set them up for the before and after type scenario
here.
JIM: Right.
ARMAND: So, I tell them I‟m actually teaching them what is Google Placement
targeting. And I go through some simple steps and explain in detail and
make it very appealing so they are going to want to use one instead of
paying per click, you‟re paying for 1,000 times the odds shown.

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I teach them this whole scenario. Just keep on going. Again, this is all just
teaching.
Here‟s the example. Let‟s go back to just that one step there. No, let‟s go
back, just back a little bit. Right here.
JIM: Okay.
ARMAND: So, now, right on this page. This is before and after. Here‟s before I
actually removed what was showing there, but there were four ads on the
left and then I showed them. “Here‟re four ads, and here‟s one ad.”
And then at the same time in the video, I say, “Which one would you
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JIM: The one on the right.
ARMAND: The one on the right, of course. And then we go on.
So, now what I do is actually prove to them that this system actually
works. So, I go through and, scroll a little bit more, and I show them
inside of Google. I actually do it live. I show them the manual way to
actually do it, even if they didn‟t buy my software.
JIM: Proof.
ARMAND: Yep. Actual proof that this exists and it's live on Google right now. I‟m
doing an actual search and finding ads that we could take over using the
software.
JIM: Well, one of the cool things about when you’re selling software, just as
an aside, is that software normally does something for people. So, if
you show them the manual way to do it and then you say, “Now, you
could just do this manually in there.”

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And they‟re like, “Oh, hell no. I don‟t want to do that.”
“Or you could buy this pushbutton solution.”
That is, by the way, a really great and easy technique to use to sell
software.
ARMAND: Absolutely. And so, all we do is show them all the difficult parts in this
particular scenario. I‟m showing them all the places that we can advertise
on.
And if you scroll forward a bit more past these.
JIM: So, you‟re basically proving to them that there are tons of under the radar
places to advertise.
ARMAND: Now, I‟m showing them the actual software.

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JIM: And there‟s an easier way. “Here‟s how you do it, but here‟s an even
easier way to do it.”
ARMAND: Exactly. So, I show them how to find some key words really quick using
free tools. Then I show them how to use the software and all the features
of it. And literally I let this thing run, but in only a couple minutes we
found 22 sites we could advertise on immediately.
And so, “Here‟s how easily you‟ll be able to do it with my brand new
Placement Locator.” So, I show them how simple it is. I want to make sure
you use it. “Today, for the first 1,000 customers, I‟m including a 56-
minute training video.”
I‟ll remove this and then keep on going. “Need more proof?” And then I
popped in two videos of testimonials of people.
JIM: Who actually used the software.
ARMAND: Who actually are using the software now.
JIM: Hey, Greg Ryder, I know him.
ARMAND: So, they told me they are still not convinced. “Here are just two of my
campaigns.” So, now I show them actual clicks from my campaigns. And I
show them it‟s live today. And that was the first day I launched the
software and these are all, how much I‟m paying per click on average.
And then at the end, I go for the close. So, after all this, I explain a little
bit. “Click the link below and instantly download Placement Locator.

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Right now you‟ll receive my free training and in about five minutes, you
too will be finding thousands of lowest advertising sites. Don‟t wait. Do it
today. After the first 1,000 orders, training will be gone forever.”
And then I think if it keeps on going, if it keeps on playing right there,

what will happen is probably an arrow that‟s going to come down.
And there‟s the arrow. Now, the arrow is key. I‟m going to tell you right
now. The arrow is key.
JIM: Okay.
ARMAND: It's because the arrow, and every one of the videos that you’ll see. At
the end after my close, I’ll tell them with my last statement what I
want them to do, which is usually, “Place your order right now.” And
then I’ll have an arrow pointing down below so they know there’s
more to read below here.
JIM: Right.

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ARMAND: Even if they haven‟t scrolled. And so, this way they scroll down and they
see the order area and they can place their order.
So, this video, the process works every single time.
JIM: Now, what are you going to do when you hit the 1,000?
ARMAND: I‟ll just change the video.
JIM: So, you‟ll make a new training video?
ARMAND: No, I‟ll either change out the video, or I‟ll remove that from the video and
re-record it.
JIM: Okay. Cool. Well, that‟s awesome. That‟s an awesome example. Anything
else you want to share on that or should we keep moving?

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ARMAND: No. That‟s pretty simple. That was pretty straightforward and to the point.
JIM: That‟s awesome. Excellent.
Example #2 – Secret Ad Word Tips
ARMAND: Now, this one is Secret Ad Words Tips. This is only seven minutes long.
It's not a very long video.
JIM: How long was this other one? Oh, that was 22 minutes.
ARMAND: Yeah, it was a little long because I had to demonstrate.
Now, this particular, just to kind of give you a little idea of what this is. I
did something a little different here because I‟m actually selling a video of
me. It's online. They can watch it right online. So, I‟m selling a video.
But again, it‟s Secret Ad Word Tips. It has to do with traffic so people will
like that. Scroll down the page a little bit.

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This I did something a little different. I took

my testimonials and I separated them. And I
put, I think there are about four or five
testimonials in this other player down
below. So, you‟ll be able to see people that
were actually at and watched this live. They
can see actually what the people said when
they first saw me do this at a training that I
did.
And then, “Place your order right now.” And

then there will be an arrow coming down
underneath that.
JIM: Where? I don‟t see an arrow. Oh.
ARMAND: I think there must be an arrow in there somewhere.
JIM: Nope. There isn‟t an arrow.
ARMAND: I think you stopped it too quickly.
JIM: I did not. There, it's over. It's says “stopped.”
ARMAND: Man, you‟re getting so testy

about this.
JIM: There‟s no arrow.
ARMAND: Okay, I have no arrow.
JIM: Oh look, the same close.

Basically, “Yes, I want it. I
understand this is what I‟m
going to get. I understand
this is how I‟m going to get
my act. This is how I‟m
going to get it.”
ARMAND: Exactly.
JIM: It's basically, “I want it.

This is what I‟m going to
get. And this is how I‟m
going to get it.”

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ARMAND: Right. And this is how is fast I‟m going to get it. Yes. And it's the same
thing at the bottom.
Scroll down to the bottom, to the P.S. “Every minute you wait to use
Secret Ad Word Tips is another minute you’re giving to your
competitors.”
Where did we hear that before?
JIM: On the last one and every other one you‟ve ever done.
ARMAND: Exactly. I don‟t think about this too often.
JIM: Right.
ARMAND: Let‟s scroll up to the top again. This video, again, is straight PowerPoint.
“I’m finally revealing my insider secrets which allow the average
person to harness the power of Google.”
JIM: So, that’s your shocking statement.
ARMAND: That‟s my shocking statement.
Now, notice I put this in the form of a headline with quotes around it as
well.
JIM: Right.

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ARMAND: And then in order to, I had a hard time. Honestly, I struggled with this one,
whether I should use the Google logo or not.
JIM: Right.
ARMAND: And technically and legally, probably I shouldn‟t.
JIM: Right.
ARMAND: But I went for it and did it anyway.
JIM: That‟s one of the least egregious uses of it, I‟m sure, that has ever been
done.
ARMAND: Yeah. I‟m actually talking about Google.
JIM: Right.

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ARMAND: “What I found out was shocking. Almost everyone I talk to is totally
clueless about Google Ad Words, even the most advanced marketers on
the planet today.”
JIM: So, what you‟re doing basically here is trying to make them realize that
what they think they know…
ARMAND: Is not true.
JIM: Is not true. And then, but you have the solution.
ARMAND: Yep. I have the secret.
JIM: So, this is really a Problem – Agitate – Solve, in a way.
ARMAND: Exactly. You know, I tell them I spend over $150,000 to continue my own
education.

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JIM: Why the hell don‟t you spend any of that with me?
ARMAND: I do.
JIM: When?
ARMAND: I‟m going on your damn cruise.
JIM: Oh yeah.
ARMAND: Just so everyone understands how valuable your cruise is. Jim actually had
me cut off a full day of my training, my own seminar, in order to go on his
cruise.
JIM: And the whole reason I did that is because from now on I can say,
“Armand Morin attended my training. So, everyone here has attended my
training.”
ARMAND: There are only two other seminars I have been to like that.
JIM: But now you‟re going to be a jackass on the boat and probably won‟t show
up to a single session.
ARMAND: I‟ll be gambling. It's for my ebook, How I Made $10,000 at Jim Edwards‟
Seminar.
JIM: That‟s right. There you go.
ARMAND: Back to this PowerPoint.
JIM: You digress.
ARMAND: The products I bought in Google were lacking information. They were
really weren‟t complete. And I‟m telling them things they already know
because I have all these products and I did feel they were incomplete. And
so, I can speak from definite experience as the same things that people
feel.
JIM: Right. Absolutely. And so, what you’re doing is you’re resonating with
them.
ARMAND: Yeah. So, now I‟m giving them examples.
“Did you know there is a secret method where Google will actually
manage all your campaigns for you?”

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Yeah, of course there is. Some people know it; some people don‟t.
JIM: Right.
ARMAND: “Google will tell you exactly which countries advertise in and if you don‟t
do this you‟re going to lose money.”
JIM: Which is huge. This was a huge tip for me.
ARMAND: Yeah. Or, “How about one simple change that will increase your click
through with no waiting and it proves, and I‟ll prove it 100%.”
JIM: So, basically all you’re doing here is the same as in the sales letter
where we would get to the bullets.
ARMAND: Exactly. These are the bullet points of my sales letter.
JIM: Okay.

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ARMAND: And I‟m just highlighting now a lot of bullet points. In reality, it's about
maybe five bullet points.
JIM: Right.
ARMAND: Now, on this slide, what I‟m doing is talking about something that they
already know about.
JIM: Right.
ARMAND: You know, the Google Slap. And I‟m telling them, “You‟ve heard horror
stories. It maybe happened to you. And here‟s what happened. Well, I
have a solution for it and here‟s how it's going to work.”
And then, so I explain again. I‟m going for really the easy sale on this
video because with this video I‟m showing them, I‟m telling them about
things that they already know.

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JIM: But you‟re telling them about things they already know, but you‟re saying
you‟ve got a solution that‟s not the typical solution, that they think it is.
ARMAND: Right. Exactly.
JIM: Or it's something new. So, “You‟ve heard of this, but I have something
new or something that you haven‟t heard about before, or something that‟s
not the typical solution,” which again, is sales copy.
ARMAND: Exactly. You know, and when you‟re doing PowerPoint it is all sales
copy.
JIM: Sure.
ARMAND: So, again, I introduce the product just like I would in a sales letter. “What
is this all about? It's my brand new course called Secret Ad Word Tips.”

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And then, “Unlike other courses, this isn‟t some cheap ebook. It's full
motion streaming video. It goes into the full details of everything I‟ve told
you and this is …” Let‟s go back.
And a lot of times you’ll see me, and I know you do this as well too. At
the end of a statement that you’re going to continue on the next one,
the dot, dot, dot, is a very powerful piece of sales copy …
JIM: Yep.
ARMAND: Because it alludes that there is something else coming.
JIM: Yep.
ARMAND: And it's an unfinished statement.
JIM: Yep.
ARMAND: So, you know, sometimes you can use that where it's appropriate.
JIM: Absolutely. I use it or maybe I overuse it, but that‟s okay.
ARMAND: Let‟s continue on. “Over 80 minutes of incredible information. Fourteen

strategies. My quality score.”
I tell them some of the things, again, more things that are going to be in it.
JIM: Quality score square. So, you made up your own thing.

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ARMAND: Exactly.
JIM: You‟re inventing terms. That‟s what cult leaders do, Armand Morin.
ARMAND: Hey, hey. Just follow my voice.
Once you understand this, everything else makes total sense.
JIM: Right.
ARMAND: So, just look at that. Just go back one because that‟s a very powerful
statement. “Once you understand this [again, I tell them what this is]
everything else makes total sense.”
JIM: You can use that for anything.
ARMAND: Exactly. And it's like one of those great lines. It's so powerful that no
matter what you’re talking about you can say, “Once you understand
this, everything else will make total sense to you.”

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And then you can add the words like “trust me” at the end.
JIM: I‟m going to use that in my talk at the Big Seminar before you get a
chance.
ARMAND: Go ahead. Go ahead. I speak first anyway.
“Increasing your click through just by making,” again I‟m just giving them
things that they‟re going to learn inside the course.
JIM: Right.
ARMAND: That‟s all it is. So, the question is “How much?”
“Each technique alone can save you or make you thousands of dollars.”
And that was a key thing here too when a lot of people talk about,
especially when they‟re talking about a product like this. How much
money they‟ll make!

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JIM: Right.
ARMAND: But in reality, saving you money is still making you money. So, I wanted
to say save and/or make.
JIM: Well, you‟re hitting both crowds too. You‟re hitting the people who aren‟t
using ad words yet and you‟re hitting the people who are already spending
a boat load on ad words.
ARMAND: Exactly. So, “What is it worth to you to learn true insider secrets?” And
then I go on, “Here‟s what you‟ll receive today.” You know, a full 80-
minute video.
“If you‟re one of the first to order the mp3 version of this video for free, or
the full PDF…”

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Now, let’s just stop right there for one moment. I said, “If you’re one
of the first to order.” I didn’t say the first 100. I didn’t say the first
1,000. I didn’t say the first 500. I said, “One of the first to order.”
That’s a relative statement.
JIM: Yep.
ARMAND: And, you know, do I mean the first 10,000?
JIM: I don‟t know.
ARMAND: It's an open-ended statement. So, I can leave that out there forever.
JIM: So, you can use that with anything.
ARMAND: Exactly.
JIM: Damn, you‟re good, Armand Morin.
ARMAND: Thank you. Thank you very much.
But, “an MP3 version of the video, which again, as Jim will show you
inside of Camtasia, you just hit „file, export, MP3.‟”
JIM: Yeah, that‟s easy.
ARMAND: And then I actually did pay some money and I had somebody transcribe
the whole thing.
JIM: Sure.
ARMAND: So, again, easy. You can do that with any of the courses that anyone else
would do.
“Just a one-time payment.”
Now this is key, “You will receive everything today for just a one-time
payment of just $197.”
JIM: Right. You‟re not hiding it. And this is how much it is.
ARMAND: No, it's right out there, right straight out in front. Now, let‟s go to the end a
little bit.
“Here‟s what you‟re going to get today.” It‟s a recap of what they‟re
getting.

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“Click the order button. Place your order. Get immediate access to harness
the power of Google today. And do it right now.”
JIM: Probably no arrow.
ARMAND: There‟s got to be an arrow on this one.
JIM: Oh, look at you, Mr. Animation.
ARMAND: There it is.
JIM: It‟s a blue arrow though, it‟s not red. I mean, Armand, tell me, blue arrow
versus red arrow. I mean, one of them has to convert better, or should it be
orange?

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ARMAND: Yeah. Just put the damn arrow in there. Again, the key to this is. Now, just
think about this in the prospects‟ mind. And I want everyone to pay
attention on this.
Now, my video is up at the top.
JIM: Right.
ARMAND: So now, they scroll down. And again, they just want you to say they like
what they see. They scroll down.
And then, this video, it says, “Still unsure? Watch a sample of what
people said right after I revealed to them these secret ad word
techniques.”
JIM: Right.

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ARMAND: So, now I’m setting them up for the testimonials and to re-emphasize
that this is a good decision.
JIM: Right.
ARMAND: And then down below then I‟m asking them to place their order
underneath that, just like we talked about a moment ago.
JIM: Right. And then this, do you click this? They don‟t have to check this box,
right?
ARMAND: No. I just left it, you know. And I’ve tested box checked, box
unchecked, and honestly it doesn’t matter.
JIM: Oh, wait a minute now, some people will tell you, “This will make a
difference between driving a Ford and driving a Mercedes.”
ARMAND: And I will tell you that some people don‟t know what they‟re talking
about.

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JIM: See. And if you want to hear the ends of conversations like this, you need
to come on the Jim boat because …
ARMAND: I will tell you on the Jim boat.
JIM: That‟s right. There are no recorders going and no witnesses. You‟ll get an
ear full.
So, those are awesome. I mean, really, awesome, awesome, awesome!

And you know, I will be totally transparent in putting these together. I
mean, having done a bunch of these, but then putting together this
presentation and really sitting down and analyzing my own stuff, as well
as yours. This has been a real breakthrough for me, as far as the patterns
and how they‟re put together and things like that.
So, this has just been great and I really appreciate your input, both here
and in other parts of the webinar, as well. I just want to say that.
ARMAND: No problem.
Results
JIM: And so, just to kind of reiterate, you told us the results that you‟ve gotten.
I mean, the Placement Locater, the first 60 days, 1,000 sales.
What other kind of stuff? You‟re just selling cheap software with this
right?
ARMAND: Yeah, $197 software. But I‟ve also just sold 50 people into my $5,000 a
person seminar. Yes, that‟s the seminar that Jim Edwards came to as a
student, by the way.
JIM: Oh yeah, I was there to learn. I was there to steal, I mean, learn.
ARMAND: Again, a $5000 a person seminar of 50 people, boom, right in there.
JIM: Right.
ARMAND: My big seminar, if you look at my big seminar sales letter, it's nothing but
two PowerPoint videos.
JIM: Right.
ARMAND: And again, we sold that for $1997 a person.
JIM: Yeah, and that‟s not 50 people either. That‟s …

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ARMAND: We‟re talking hundreds and hundreds of people.
JIM: Yeah.
ARMAND: You know, we‟re talking probably, you know, at this next Big Seminar,
we‟re probably looking at hopefully 600 to 700 people there.
JIM: Yeah I hope so because I‟m speaking.
ARMAND: Exactly.
But even aside from that, I mean, we just finished a promotion that we
recently just did in the last couple days and that was all PowerPoints and
PowerPoint videos. I mean, everything that I do, and I‟m going to tell you
how much this is. Everything that I’ve done in the past since
December of last year has all been 100% PowerPoint videos.
JIM: Right.

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ARMAND: And the reason, I‟ll be straight upfront about it, that I was lazy. I did not
want to write a sales letter.
JIM: Well, I think also that you had so much stuff going on, like me, you have
so much going on you don‟t have time.
ARMAND: Exactly.
JIM: You don‟t have two extra weeks to write a sales letter.
ARMAND: And I‟m going to tell you, I don‟t like writing sales letters.
JIM: Right. Now, typical length, you know, on the low side five minutes and
on the high side around twenty minutes, would you agree with that?
ARMAND: Absolutely.
Armand’s PowerPoint Video Sales Letter Formula

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JIM: Okay. Let‟s take a look real quick at Armand‟s PowerPoint video sales
letter formula. I know that we‟ve gone a little over, but I know that we‟ve
packed in extra value for this.
But you actually have defined yours a little bit more and agreed to share it
with everybody.
ARMAND: Right.
JIM: Just rattle this off for us. What are the ten steps you go through?
ARMAND: The ten steps I use. I use an Intro, a Shocking Statement, the
Headline, Your Story, a personal story about you. I then teach them a
Method or a System. I show them Contrast before my product and
after my product. And then Why Buy Today. And then I show
Testimonials and Proof throughout. And then I Close the product.
And the last piece is a Call to Action, usually again, with the arrow.
JIM: Okay.
ARMAND: So, all ten steps are necessary. And these are the same ten steps as I
use to write an actual sales letter.
JIM: Right.
ARMAND: All I‟m doing is taking those same ten steps, shortening them then into a
PowerPoint. Now, some of these steps might be on the same slide.
JIM: Or it might just be one bullet.
ARMAND: Or it could just be one bullet, exactly.
JIM: And you can, you know, to look for examples of these, you can just go
back and look at these two things that Armand has given and, you know,
some might be given more weight than others.
ARMAND: Right.
JIM: But I know that the majority of those elements are usually there.
ARMAND: Right. And you‟re going to find cases where it may not be appropriate to
have all ten elements.

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JIM: Right. But I think the most important thing, though, is the shocking
statement. So, in the time that we have left, real quick, because I know you
have another call you have get on.
ARMAND: Right.
The Shocking Statement
JIM: Talk to us about what you call the Shocking Statement. What is it?
ARMAND: The Shocking Statement is the initial attention grabber.
JIM: Okay.
ARMAND: Remember, people are watching a PowerPoint and they are only hearing
your voice.
JIM: So, why is it so important?

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ARMAND: It's to grab their attention. You want them to watch the rest of this video.
JIM: Okay. And who should use that in their video sales letter?
ARMAND: Everybody.
JIM: Okay.
ARMAND: Everybody. I mean, everything within the first one to two slides that
you have, you should have a shocking statement. I’ll say the first three
slides really.
JIM: Now, is there some kind of formula for coming up with a shocking
statement? Is it something they didn‟t expect? Is it something they think is
true, but isn‟t or what else?
ARMAND: I mean, both of those statements are true. I mean, you could use either one.
And it's really what is contrary to what your customer actually believes?
JIM: Okay.
ARMAND: And if you think about that or, again, in this particular case, like what
is it that they didn’t expect? You have to go against the grain.
JIM: Right.
ARMAND: In order to grab their attention because it's not going to be shocking if you
don‟t.
JIM: Right.
ARMAND: So, give them the opposite of what they actually expect.
JIM: So, basically questioning what you know they already hold to be a
truth?
ARMAND: Right. And then the other slides are going to really supplement that.
JIM: Okay. And can you tell us anything else about how to use PowerPoint
video sales letters effectively?

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ARMAND: Yeah. Absolutely. I mean, your microphone, as Jim said, is the key.
Just as an example, I mean, sitting on my desk right now I have three

microphones; and not because I use all of them, but because sometimes I
use a microphone that plugs just straight into my computer on a USB port.
And I‟m going to tell you, and this is something I haven‟t even told Jim
yet. I use a box. I use the equipment that I bought from Mike Stewart, as
Jim does. And without a pre-empt or pre-processor on your microphone,
it's a world of difference.
I had trouble for the last three weeks, I couldn‟t figure out why my voice
wasn‟t sounding right. It was way too hot coming into the microphone and
my words were getting blurred. So, I realized what I was doing differently,
I was using a microphone plugged directly into my computer.
JIM: Right.

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ARMAND: Which it wasn‟t dampening my voice a little bit before it actually hit, and
it made a big difference. But your microphone is key. Don’t use a cheap
microphone.
JIM: Okay.
ARMAND: A template in PowerPoint. You saw it in both cases, and what I use, and
you can see it every time when Jim does his, is your PowerPoint. It has to
be different from the standard ones, as Jim had mentioned, that are in
PowerPoint or Keno or Open Office. And it's not that difficult to do.
In fact, I believe your standard PowerPoint size, I believe the size I use
is about 900 wide by, I think, 750 high.
JIM: Yeah, I don‟t know.
ARMAND: It's somewhere around that size. And I have a template that I made one
time and I just change it out each time.
JIM: Yeah. I do the same thing. I have different templates for different
presentations.
ARMAND: Exactly.
JIM: POTX.
ARMAND: Now, the other thing is be direct in your close. Tell them what you want
them to do, flat out, don’t beat around the bush. Don’t let them guess.
Tell them exactly what you want them to do, whether it's order your
product, opt in, because I use PowerPoint for my opt-in pages too.
JIM: Right.
ARMAND: And I tell them, “Fill in your first name. Fill in your email address and
click the submit button.” And that‟s what I want them to do.
JIM: Awesome.
ARMAND: If it's ordering a product, again I‟m directing them to order the product,
telling them exactly what to do. But be direct.
JIM: Okay.

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ARMAND: And like I said, the more that you do this, the more comfortable you will
be in doing this.
JIM: Awesome. Well, Armand, I know you have to go, so I‟m going to let you
go.
And again, I really appreciate you being here. Good luck with your call
tonight, your preview call for the big seminar.
ARMAND: Thank you.
JIM: And I really appreciate. You have a great night, buddy.
ARMAND: Okay. Thank you. Thanks, Jim.
JIM: Bye-bye.
ARMAND: Bye-bye everybody.

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Final Thoughts
JIM: Okay. So, I have some final thoughts for you all. Now, that our special
guest had to make a quick departure. I know that this webinar was a little
bit longer. We‟re stretching it to the end. But I felt like we needed to cover
absolutely as much as we could.
Some final thoughts and next steps for you guys:
Go do it! I mean, if there’s a sales letter you haven’t written yet, do

this. Do what we‟ve taught you on this webinar tonight if you‟ve got that
sales letter that you just haven‟t written yet.
If you have an underperforming sales letter, do this. Create a

PowerPoint video sales letter and then test and compare your results. See
if you can beat an existing sales letter by creating a PowerPoint video
sales letter.

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And if you‟re driving any type of traffic to any type of offer, try this to
make an offer to that traffic.
JIM: It may just be the magic sauce, the magic ingredient that could turn
everything around for you.
So, I would just encourage you. Go look at the examples that we‟ve given
you on this presentation. Dissect them. See how you could apply the same
thing to your own business and you will be amazed at the results that you
can achieve.
So, I just want to remind everybody, get those questions in because we

have the follow-up presentation to this. We‟ll fill in all the blanks.
And I want to thank everybody for being here tonight. A special thanks
again, a special shout out to our buddy, Armand Morin, for his insights
and his helping me to really dimensionalize this presentation.

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T
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JIM: Go do it! Take action! This really can revolutionize your business if you
let it.
I‟m Jim Edwards. Have a great night.
Resources
Related Links
Formula #1: Problem - Agitate - Solve Example: Early-Bird Offer TLSL
http://www.webinarking.com/get-anything-you-want/example-ppt-sl.html
Formula #2: Big Idea + Detailed Explanation

Example: Jim Boat 3 "Early Bird"
http://www.thejimboat.com/index-6-5-09.html
Formula #3: Special Deal / Advanced Offer

Example: DVD "Replay" Offer
http://www.minisitewebinar.com/ultimateformula/callconf-live.html
Armand Examples:
www.PlacementLocator.com
http://secretadwordtips.com/info.html

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The Net Reporter Subscribers-Only Presents…

“PowerPoint Video Sales Letters”

Limits of Liability / Disclaimer of Warranty

This manual contains material protected under International and Federal

© Guaranteed Response Marketing, LLC All rights reserved.

© Guaranteed Response Marketing, LLC All rights reserved.

© Guaranteed Response Marketing, LLC All rights reserved.

In an information-overload world where every minute counts -- and people's attention

© Guaranteed Response Marketing, LLC All rights reserved.

Tonight we‟re going to be discussing PowerPoint Video Sales Letters

© Guaranteed Response Marketing, LLC All rights reserved.

© Guaranteed Response Marketing, LLC All rights reserved.

What We’ll Cover

 PowerPoint (PPT)Video Sales Letters: What They Are And Why

 Why Use PPT Videos Instead Of Full-Motion Video

 PPT Video Sales Letter Patterns & Formulas With PROVEN

 A Simple, Powerful Formula For Beginners

© Guaranteed Response Marketing, LLC All rights reserved.

 PowerPoint Video Sales Letter Specifics

 Spicing Up Your PowerPoint Video Sales Letters

 Tips For Recording Your PPT Video Sales Letters

And, of course, the ubiquitous…

 Much, MUCH More!

© Guaranteed Response Marketing, LLC All rights reserved.

Here‟s an exciting development, I don‟t know you if you knew this,

© Guaranteed Response Marketing, LLC All rights reserved.

ARMAND: Actually, I just bought it last week.

JIM: How‟s it work?

ARMAND: I‟m going to tell you, buy a PC.

JIM: Well, okay.

© Guaranteed Response Marketing, LLC All rights reserved.

Also, though this is a webinar on how to make PowerPoint Video Sales

I have a presentation called How To Create A Killer PowerPoint

© Guaranteed Response Marketing, LLC All rights reserved.

PowerPoint (PPT) Video Sales Letters: What They Are and

© Guaranteed Response Marketing, LLC All rights reserved.

© Guaranteed Response Marketing, LLC All rights reserved.

© Guaranteed Response Marketing, LLC All rights reserved.

Armand, anything to add on that?

© Guaranteed Response Marketing, LLC All rights reserved.

And the answer is absolutely anything. We have used these to sell

Why Use PPT Videos Instead of Full-Motion Video

© Guaranteed Response Marketing, LLC All rights reserved.

Go to YouTube, would be a great example. Go to YouTube and look at

© Guaranteed Response Marketing, LLC All rights reserved.

© Guaranteed Response Marketing, LLC All rights reserved.

© Guaranteed Response Marketing, LLC All rights reserved.

And it just doesn‟t work for most people.

© Guaranteed Response Marketing, LLC All rights reserved.

Well then, just hire somebody. So, that removes an excuse.

JIM: The Geico voice?

© Guaranteed Response Marketing, LLC All rights reserved.

something good about me personally. It sounds kind of arrogant many

ARMAND: It‟s easier to have someone else do it for you.

JIM: Yeah, absolutely. Well, let‟s keep going.

PPT Video Sales Letter Formulas with 3 PROVEN Examples

© Guaranteed Response Marketing, LLC All rights reserved.

Formula #1 - Problem – Agitate – Solve

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But now we have zit cream.”

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State the problem, make it worse, and introduce the solution.

Example – Early-Bird Offer TLSL