Santa is real!
Or more specifically:
Of more value to most people.
Easy video suite (EVS) is a new tool brand-new on the market – and it’s supposed to help you create highly converting videos very quickly.
EVS is the successor of easy video player (EVP).
EVP is a great tool because it takes all the ‘techy’ bits out of putting videos online.
So, in EVS their aim was to take the ‘techy’ bits out of the video production.
Meaning: you can put videos that make you money online very quickly, rather than having to fiddle with lots of different programs.
Unfortunately, the end-result is a beast that – from an evolutionary standpoint – resides somewhere between fish and fowl: (note, these comments are based on what I can see here: http://easyvideosuite.com/partners/the-product/, I haven’t bought EVS myself!)
- it has a screen-capture functionality which in theory should do away with the need for Camtasia (very cool idea, please someone make that happen), but it’s so basic that it competes just about with camstudio.
The only real advantage is that obviously it interfaces directly with the EVS ‘storage’ thingy, so you can upload your screen-captures directly.Doing it the Camtasia-manual-upload way would take at least 5 mouse-clicks more.
The fish remains Camtasia for a little while longer.
- I haven’t seen their ‘live video capture’, but I can tell you from experience:if you want to make compelling ‘live’ videos, you’ll need a little more than the ability to cut out bits of video.
If all you do is cut out bits, you’re left with super-amateurish looking videos.
The fowl remains any proper video-capturing and processing app like e.g. Sony Vegas which you can get very cheaply.
- UPDATE: This was a bit of a gripe about the lack of proper split-testing functionality, but Paul Clifford has just informed me that it’s almost all there.
So, if you look here (thanks Paul for the screenshot):
it is possible to do split-tests, even for different types of goals, which is great.
The only thing that’s missing (IMO) is the ability to split-test ‘small sections’ (like just the call to action) without having to re-render the whole video.
Then again, for smaller videos that’s probably not a big issue, but only really applies to longer presentations (like webinars) or longer video-sales-letters.
So, all in all: the split-testing appears to be there and do it’s job, so thumbs up for that!
But, even if these weren’t any issues for you, here’s why I continue to put my money on Santa:
The real secret to making highly converting (and hence monetizable) videos is this:
You need to have a compelling message that resonates with (and provides value for) your target audience.
And “compelling message” usually involves proper market research, and a fair amount of copy writing.
In practice even more than e.g. writing a ‘normal’ sales-letter.
See, a ‘normal’ sales-letter can be (and is in practice) read in many different ways:
some people read it word by word, other look at just the bullet points (and then may decide to read it all once they’re ‘hooked’), others yet jump to the bottom and then read upwards (once they’ve seen the price;-)
With a video sales-letter on the other hand, you have only one way of consuming it … and that’s linear.
Meaning: your message has to be so compelling that you keep all those different ‘reader types’ engaged all the way through.
And that’s much harder to do, and requires a lot more effort than composing a ‘normal’ sales-letter.
The bulk of the work creating videos that sell is NOT in the few clicks for screen-capturing and uploading, but instead in, well, you guessed it: the boring, tedious fundamental work that no one wants to tell you about, because you’d be so turned off that you’d never buy their push-button, time-saving Easy-everything.
Well, I say: let the masses create ‘mass produced’ videos that’ll continue to create no sales, whilst we focus on what matters … even if it takes a few more clicks of the mouse.
PS: obviously, the above comments don’t apply if all you’re doing is create lots of little screen-capture style tutorials that don’t need any further processing. In that case EVS may well save you some time. My comments are based on the assumption that you’d like to sell stuff.