Print? Video? Which Is Better?
To start, we want to make this very clear:
One format is not better than the other.
Both video and print play a very important role in your online sales process.
With that being said, let’s take a look at how consumers consume these very powerful types of media.
How The Brain Processes Print
Print is truly the foundation of all advertising and marketing.
(Even explainer videos require a script.)
This is the process your brain goes through while reading print:
First, you see the words and interpret them in the visual cortex of the brain (the occipital lobe). Then your brain transforms the electrical impulse of the visual stimulus into an auditory signal (which is interpreted in the temporal lobe).
The final step, after the auditory stimulus has been interpreted, the brain once again transforms the information back into a visual signal, which could also be called the imagination.
- The eyes see the printed word.
- The brain processes the words in the visual cortex.
- The brain transforms the visual impulse into an auditory impulse. (Hearing the written word.)
- The auditory impulse is transformed back into visual information in the form of imagination.
Isn’t that complicated?
The Role Of Print In The Sales Process
Print is effective in the sales process because it enlivens the imagination and allows the reader to participate in the telling of the story within their imagination, allowing them to form their own mental pictures in their own specific way.
For hundreds of years writing has been the go to media type in terms of sales messaging because if the reader is truly interested in your product, they will read every single word that you provide.
However, the quality of the print (sales copy) on your website is the biggest factor in whether a potential customer reads through your site and buys your product or just exits out of your website.
But print is not great in all scenarios because the process of reading can also be very taxing on the brain.
Think about all of the heavy lifting your brain does when reading an article vs watching a video.
Humans are hardwired to take the path of least resistance. This inherent “laziness” often leads us to choose types of information that are easier to process.
If you’re going to use print (or sales copy as it’s called by marketers) to sell your product or service, make sure the writing is honest, enticing, and exciting enough to keep those readers wanting more!
How The Brain Processes Video
Now let’s take a look at how video are processed by the brain:
You see the video and interpret it in the visual cortex of the brain (the occipital lobe).
It’s that simple.
As you can see, video is interpreted much more automatically than print.
For example, if you look around at all of the objects in the room you’re sitting in, you’ll notice that it takes little to no effort to see, identify and understand what each object is.
Compared to print, visual information (pictures or video) is processed almost instantaneously.
In fact, the brain processes visuals 60,000 times faster than text.
Video is often combined with a voice over and music, which are also processed instantaneously as well.
The Role Of Video In The Sales Process
Video is great for capturing attention. In conjunction with a well written script, a video can help you create an extremely powerful emotional connection with the viewer. Video, especially animated video can be incredibly useful to explain complex or otherwise abstract concepts in a visual & easy to digest manner.
All your potential customers have to do is click the play button, sit back, and watch.
90 seconds later, they know everything about your product, they’re excited, engaged, and they want to know more!
Have you ever visited a website and had several long paragraphs shoved in your face?
If you have, there’s a good chance that you just scrolled down and skimmed through the paragraphs without reading every single word.
Because reading takes mental effort, and unless the writing is extremely well written, people will often avoid reading.
Watching a video is basically effortless and they help you communicate the value of your product or service quickly and effectively.
In fact, simply adding a video to your landing page can increase conversion rates up to 80%!
How To Use Print & Video Together
When used together, print and video compliment each other and are extremely powerful.
The following is the most powerful video + print format:
Print Headline: Describes what the video is about.
Explainer Video: Clear and effective explanation of your product or service.
Sales Copy: Print that further explains the features & benefits of your product.
Call to action: A button that leads to a subscription or sale.
Want a strong scripted video for your website? Click Here!