I watched the video. It's too long: I got the point quickly, I wanted to know how much it would cost after 25s, and had to wait until 1:09 to hear that. Then 1:40 to find out my minimum investment.

That info isn't "above the fold". Stuff like: "Start now with as little as $10!" "From only 75c per letter: save on postage, envelopes, stationary & time".

And I think even the most detached exec doesn't need to be told how a letter is sent. Sure they may not know what scale their post room is (franking machines/folding etc).

Basically: get to the bottom line first - hook me in, then explain it.