Just because you heard it from a well known marketer, that doesn't necessarily mean what they are telling you will work in your business. For example: There's a lot of marketers saying that video sales messages covert at a far higher rate than just plain old copy messages.
Does this mean that in all cases video converts email list better? Absolutely not. Video sales messages may convert at a higher rate than normal copy on that gurus (hate that term) website, but that doesn't mean it will covert better on YOUR website. It actually may convert worse. Actually, in a lot of cases it will, but you must test this out for yourself first. This goes for any advice you hear. Be willing to prove beyond a shadow of a doubt that what you hear from someone else actually works.
Remember that 85% your prospects will not purchase from you the first time round. Think about how you are marketing to these people the first time they visit your website. Are you hard selling them? Are you giving enough valuable information? Are you looking to get their contact information? Is their first impression a lasting one, and if so, is it a positive one?