A video sales letter (VSL) is one of the best ways you can generate more high quality leads, sales appointments and clients.
But, you might be wondering, what do you actually say in a VSL?
And what is the best way to create a VSL that builds trust and converts leads into sales appointments and clients?
This short video will go through what you need to do:
As you’ll see from the video, there are four main parts of a VSL that you need to include:
- Part 1: Introduction – Talk about the problem
- Part 2: Talk about possible alternative solutions to this problem
- Part 3: Talk about why your solution is better than those alternative solutions
- Part 4: Talk about how they can learn more about your solution (call-to-action / next steps)
Here’s a breakdown of these 4 parts in more detail:
(Simply follow this framework and you’ll be able to start getting much better conversions from your VSL)
VSL Part 1: Introduction – Talk About The Problem
In the introduction, you need to get straight to the point in the beginning of the video. The first 10 seconds are vital to capture people’s attention and get them to stay watching until the end of your video.
In the introduction of your video sales letter, you want to talk about the big problem you solve for potential clients and make it sound as compelling as you possible can.
For example, saying “How businesses can generate high quality leads in less than 30 days using Facebook Ads”, it sounds much more compelling than an introduction that says “How to improve your marketing”.
Top tip: Remember – It should be a BIG problem that you solve, because if it’s not, people won’t care enough and actually watch the video.
As you’re talking about the problem your prospects have, remember the better you explain the problem your potential clients have, the more likely people will watch the video and think “oh wow, this person really understands me…” and then the more likely they will be to want to learn more about working with you.
VSL Part 2: Talk About Possible Alternative Solutions To This Problem
Now that you have explained the problem your potential clients have, the next thing they will be thinking is “How do I solve this problem?”
Chances are, they already have a few ideas of ways they can solve this problem. Here you want to mention some of the most common ways to solve this problem and then explain the pros and cons of each alternative solution.
VSL Part 3: Talk about why your solution is better
Now that you’ve explained some possible alternative solutions, you need to explain why YOUR solution is better than those alternative solutions.
A big mistake I see people make here is that they start going too much into the details of how their solution works. Don’t do that. Keep everything simple and high-level (otherwise it will hurt your conversions).
VSL Part 4: Next steps
Now that you’ev explained why your solution is better, it’s only natural to tell people how they can access your solution. For most of my clients, this is by scheduling a free consultation or an online demo to learn more about how it all works.
So at the end of the video sales letter you can say something like “If you’d like to learn more about how this solution works, then click the button below this video to learn more”.
Top Tip: A video sales letter (VSL) on it’ own is still not enough to get conversions. You need a way of getting people to watch the VSL too. In this free video I’ve recorded you can learn exactly how to do that.
Additional resources for your VSL:
1. Free Masterclass Training – To learn how to create your VSL in more detail and use a VSL to generate high quality leads, sales appointments and clients predictably each month.
2. Kartra – The software I use to host my VSL presentation & marketing funnel
3. Camtasia – The software you can use to record and edit your VSL:
Frequently asked questions about VSL’s…
- How long does a VSL need to be?
I recommend keep it short. Between 5-10 minutes.
- Do I need to be on camera in the VSL?
You can, but you don’t have to be. The most important thing is the content inside the VSL, not whether you are on camera or not.
- How do I record my VSL?
You can use PowerPoint or Keynote OR you can use Camtasia if you want to more advanced features such as video editing.
- Do you have any VSL templates?
Yes, check out the free Masterclass training here.
Hopefully the above information helps you with creating your own high conversion VSL.
I truly believe a VSL is so important that every business needs to have one. There’s no better way to explain how you help people in your business.