Whats the best length for a web infomercial?
• A. The short answer would be less than 5 minutes but that would be insensitive to your particular selling scenario. So the long answer would go something like this … Depending on the product, you should be able to communicate your USP (unique selling proposition — why buy from you, why buy from you now), give enough emotional context, demonstrate your features, hint on benefits, and try out minor yesses and tested selling sentences in 3-7 minutes. Medium is the message: Web visitors have limited attention span, they have millions of other page returns to choose from, and they have a huge issue with trust.
