There is a lot of talk about video marketing and viral videos today. While I have no problem with video, there is far too much emphasis on viral videos. At least as far as marketing your information and training products goes.

You'd be better off with a podcast than a viral video!

Okay, that's a lot more controversial than I usually get. It's almost as bad as my statement that self-help gurus really need to learn how to create products first before they teach it! So I guess I better explain. The first one, not the second... I'll leave the latter to other articles.

So why is a podcast just as good as a viral video?

First off, what's so great about a viral video? And more importantly what is a viral video? To answer the last question first -- a viral video is a video that has gone viral, Duh! Okay, let's explain a little further. To go viral means that the product (video, audio, blog, eBook, whatever) has so touched the audience that they start forwarding it to their friends. Who, in turn, forward it to their friends. Like a virus it spreads out exponentially.

So what's so great about them? The answer is simple. It's seen by a lot of people. Some of whom might click through and check out your site, where you can collect their emails and engage them in a conversation. Hey, you might even be able to sell to them someday!

However, that's also why a viral video isn't as good as a podcast. A viral video is seen by a lot of people -- once! And only once! It's a fad that will in time burn down. Think of the last viral video that you viewed. Who was it by? Unless you just watched it just before you started reading this article, chances are you've already forgotten. Viral videos have no staying power. Without repetition, little is gained by each viewing.

Viral videos focus on quantity over quality. Be seen by a large number of people and at least a few will click through to your site. You hope.

Podcasts on the other hand are repeating products. Not only do they show up but they repeatedly put your name and voice in front of your customer. This repetition improves retention and makes a click through far more likely.

Podcasts also provide repeated exposures to your customer. Bluntly the customer learns to like you long before they bother to click through. As a result your sales percentage and opt-in percentages will both exceed that of a viral video. Podcasts are more than just a traffic tool. They are a sales tool.

Of course, nothing is preventing your podcasts from going viral. Although in reality, it is a lot less likely it will. In which case, you'll see some of the same issues arising. Although because a podcast is repeating by nature, you will see less of a loss in your sales and opt-in percentages.

Finally, there is one big advantage to a podcast. Most videos are limited in length. YouTube only allows a maximum ten minutes of video. But podcasts can be as long (or as short) as you wish! So you can say more, inform more and sell more.

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