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?
  • How do you create a VSL?
  • How do you promote a VSL?

This article will teach you everything you need to know about video sales letters!

What is a VSL?

A VSL (or Video Sales Letter) originates from traditional written marketing sales letters. The main difference is that instead of it being a written sales letter, it is a video sales letter.

Why use a VSL?

Video is a lot more engaging than written content. So if you transition from a traditional sales letter to a video sales letter, you’ll most likely get more conversions.

Here are some reasons why you need a VSL in your business:

  • Build trust much easier and faster than a written sales letter
  • You can SHOW potential clients HOW you can help them
  • Prospects are more likely to watch a video than read a long written sales letter
  • Allows you to generate leads (you can use a VSL as a lead magnet)
  • Allows you to convert leads into appointments, clients or online sales
  • A VSL is a lot easier to use compared to a webinar
  • Can fully automate your marketing
  • A VSL can pre-qualify leads so you get higher quality sales appointments and clients

As you can see using video content in your marketing and sales funnels gives you a lot of advantages. And a VSL is one of the best types of video content you can create1

The High Converting Video Sales Letter (VSL) Formula

At this point you might be wondering: what do you say in a VSL to get leads, appointments and clients? A high converting video sales letter involves four main parts.

Here are the four parts of a high converting VSL:

  • Part 1: Talk about the problem your potential clients have.
  • Part 2: Show prospects possible alternative solutions to this problem
  • Part 3: Educate leads on why your solution is better than those alternative solutions
  • Part 4: Explain the next steps if they want to learn more about your solution (e.g. call-to-action to schedule a call)

Here’s a video breakdown of the 4 parts of a VSL in more detail:

VSL Part 1: Talk About The Problem

At the start of the VSL (the first 10 seconds) you need to make a big promise so you hook them into watching the rest of your video.

This big promise should focus on a big problem your potential clients have and how you can help them solve this problem. Your big promise shouldn’t take more than 10 seconds.

It’s also good to be specific with the big problem you solve for potential clients.

For example, saying “How businesses can generate high quality leads in less than 30 days using Facebook Ads”, sounds much more compelling than an introduction that says “How to improve your marketing”.

Marketing funnel with vsl lead magnet

After the introduction of your VSL, you need to talk about the problem your clients are experiencing.

Why is this important?

Because the better you explain the problem your potential clients are experiencing, the more trust you will build with potential clients.

If people don’t think that you really understand their problem, they won’t trust that you have the right solution for them.

But if you DO explain their problem and they start thinking “Wow this person really understands me!” you’ll be more likely to get them to trust you when you talk about (see part 3).

VSL Part 2: Talk About Possible Alternative Solutions

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.

Example: In my VSL I solve the problem of NOT being able to get high quality sales appointments each month. Some alternative solutions I talk about are going to networking events, relying on referrals, going to seminars, etc. Although those marketing strategies can work, they are not very automated, predictable or scalable.

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.

For example, if you’re a financial advisor generating leads and you sell annuities, you could explain what other people are doing to plan for retirement (such as investing in the stock market or other risky markets).

No matter what problem you solve for your clients, think about what OTHERS are doing to TRY to solve this problem and what are some of the cons of these alternative solutions.

Now you can move to Part 3…

VSL Part 3: Talk about why your solution is better

This is a critical part of your VSL. You’ve explained what their problem is, you’ve explained alternative solutions to this problem (what others are doing), so now 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.

You don’t do that.

You need to keep your solution simple and high level (otherwise it can hurt your conversions).

VSL Part 4: Next steps

Now that you’ve explained why your solution is better than other alternative solutions, at this point the potential clients watching your VSL should be excited in learning more about working with you.

So don’t leave them hanging!

Now is the perfect time to tell people what are the next steps if they want to learn more about your solution.

For most of my clients, this is by scheduling a free consultation, filling in an application form or both!

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: How to create a VSL with templates is part of my own digital marketing strategy to generate leads, appointments and clients. I cover how you can do this in Week 1 of my lead generation online course.

The advantage of working with me (rather than try to do it yourself) is that I can check your VSL before it goes live and give you additional feedback and suggestions to improve it.

This means you’re more likely to get faster results and make less results.

How to create a VSL

Now that you know what to say in a VSL, the next logical question is: how do you create a VSL?

Here’s a step by step tutorial for creating a VSL.

Time needed: 7 hours.

  1. Create a video sales letter script

    A video sales letter script is a written word document which goes through everything your VSL will say.

    Creating a VSL script before creating a VSL presentation is useful because it allows you to more easily edit and make changes to your VSL.

    How do you know if your VSL will work? If you’re a client we give you a VSL script template and additional feedback and suggestions on how to improve your VSL script before you move to the next stage.

    create content

  2. Create a video sales letter presentation

    Once you’re happy with the video sales letter script, the next step is to create a VSL presentation. To do this, you can use either Microsoft PowerPoint, Apple Keynote or one of the Canva presentation templates.

    Feel free to use whatever presentation software you prefer.

    Then copy and paste the text from your VSL script to your VSL presentation. Feel free to add images or illustrations throughout the presentation to keep the content more engaging.

    Presentation slides

  3. Record the video sales letter presentation

    Next you can use screen recording software such as Camtasia or Descript to record yourself going through the presentation.

    You can also go on camera if you want to, but this is completely optional. I don’t go on camera on my VSL and it still converts really well!

    Camtasia

  4. Polish the VSL

    When you’ve finished recording the VSL presentation, if you made any mistakes, you can cut those out using tools such as such as Camtasia, Descript or any other video editing software you prefer.

    You can also bring the VSL to life and make it more engaging by adding b-roll content. B-roll content is when you add images of moving videos over parts of your VSL presentation. If you search Google for “Stock Videos” you can find lots of websites where you can use either free or paid b-roll content for your VSL.

    When you’re done save the video as a .mp4 file.

    Canva Stock Photos

  5. Host the VSL on a sales funnel

    Now that your VSL is finished, you need to upload it to your marketing funnel. I recommend hosting the VSL on Kartra because Kartra provides you with an all-in-one marketing automation solution.

    See also: Kartra vs ClickFunnels: which is best?

    VSL funnel

  6. Promote the VSL!

    Congrats on getting this far! Now it’s time to promote the VSL to actually start getting more leads, appointments and clients from your Video Sales Letter.

    There are both very effective free and paid marketing strategies you can use to promote your VSL. To learn the best (both free and paid) strategies to promote your VSL, see ‘Step 4’ on this video.

    Marketing Social Media Plan Sketch Notebook

How to best promote a Video Sales Letter (VSL)

A video sales letter (VSL) on its own is NOT enough to get conversions. You could have the best VSL in the world, but if no one sees it, what’s the point? You need a way of getting people to watch the VSL too if you want to get more sales from a VSL.

In this step 4 of this free video, you can learn exactly how to promote your VSL in more detail.

See also: How to get sales leads without cold calling

And here’s a quick overview of some of the best ways to promote your VSL.

Promote your VSL with Google SEO (Free)

Ranking higher on Google is an excellent way to get more people to see your VSL. The key to doing this properly is to create long-tail SEO content. Long-tail SEO content is content that answers a specific question on a page or blog of your website.

For example, if you’re reading this article right now, chances are you came from a Google search related to video sales letters. And throughout this article, there are links to my VSL .

Blog

Once you click on one of those links, you’ll be taken to my marketing funnel and you’ll be able to watch my VSL. If you like what you see on the VSL, there’s an option to learn more about working with me.

In your business, you can do something similar.

Don’t make the BIG mistake of creating content for nothing (with NO links to your funnel).

For best results, in ALL the content you create on your website, you need to send people to your marketing and sales funnel (which has your VSL).

Promote your VSL with YouTube SEO (Free)

Ranking higher on YouTube is another excellent way to get more people to see your VSL. Ranking higher on YouTube search, works very similar to Google SEO.

Free YouTube leads

The main difference with YouTube SEO is that you’ll be creating video content instead of written content.

The advantage to using YouTube to promote your VSL is that YouTube has less competition and YouTube videos can rank on both the YouTube search and Google search result pages.

Promote your VSL with LinkedIn outreach (Free)

Free linkedin leads

For the right target audience, LinkedIn is a goldmine for promoting your VSL!

On LinkedIn everyone else is spamming links to their services, scheduling page or pitching their services.

As you can probably guess, this does not work very well.

Instead, a better strategy for LinkedIn lead generation is to ASL people on LinkedIn IF they want to watch a short video that solves a problem they have (which you guess it – is your VSL!).

The more people that say “yes’ to watching your VSL, the more leads, appointments and clients you can get.

Promote your VSL with Paid Advertising (e.g. Facebook ads)

If you have the budget, you can get much quicker and more scalable results by promoting your VSL through paid advertising.

Facebook Ads

However, it’s important you do NOT send people directly to your VSL.

Instead you need to send people to an opt-in landing page first. After someone enters their name & email, then send them your VSL.

Why?

Because most conversions do NOT happen straight away.

Most conversions will happen through your follow up emails.

So if you don’t have a way to stay in touch with any leads over time, you’ll miss out on a lot of sales.

See also: How to create a successful VSL marketing funnel

How long should a video sales letter be?

How long should a video sales letter be if your goal is to get more leads and sales appointments? Your video needs to be as short as possible, while at the same time being long enough to motivate people to schedule a call or go to the next step in your sales process.

This could be anywhere from 2 minutes to 60 minutes.

On average, most of our clients have VSL’s that are 5-10 minutes long.

You can learn more about what affects the length of your VSL in this video:

Here are some questions to consider which will help you decide how long YOUR webinar or video sales letter (VSL) should be…

How complicated is your solution? Is it easy to explain?

The length of your VSL can largely depend on what you’re actually selling.

For example, if you’re selling something that is very straightforward and simple to understand, then a short video will probably work best.

But if you provide business services that are a little bit more complicated and you need more time with people in order to really explain the value you provide, then most likely you’ll need to do a longer video.

Do you want more appointments or better quality appointments?

Sales Call

More people are likely to watch a shorter video.

So, if you want to get as many appointments as possible, a short video sales letter is a good option.

By the way, this doesn’t mean the quality is BAD. Having a short video, will still get you better quality appointments vs not having any video at all. All I’m saying is with a longer video, the quality of appointments will be even better.

See also: How to generate leads

In a short video, can you really motivate people to schedule a call?

Another factor to consider for the video length of your VSL is: Can you really explain the value that you provide people in a short VSL?

This is not a question I can answer.

It’s just something for you to think about in your business.

Remember, anyone who schedules an appointment with you after watching a longer detailed video of how you can help them (but not too long where you’re just dragging it out and you’re just making it long for the sake of making it long) is more likely to be a better quality prospect on the appointment.

I typically recommend to clients using our lead gen services that you start off with a shorter video, but not too short to the point where you don’t have enough information to motivate people to schedule an appointment.

The sweet spot is usually between five to ten minutes long (for a short video).

Moving to higher quality appointments

A short video is really easy way for you to start getting some appointments.

Because people are watching a video before they schedule an appointment with you, the quality of the appointments will still be better than if they just fill in a form or book a call without knowing much about how you can help them.

But, there’s still a way to get even higher quality appointments.

How?

By increasing the video length and going into more detail as to how you can help your ideal clients. A longer video will filter some appointments out, but it will also keep the best ones in.

See also: How to increase sales call show up rates

Benefits of a longer VSL

In my own business, I first created a short video, until I got to the point where I was getting lots of appointments (40-50+ each month). My conversion rate for these appointments was one out of four (25%).

Then I decided to improve the quality of these appointments by extending the short video (which was about nine minutes long in the beginning) to about 30 or 40 minutes long. And the longer video got less appointments, but the quality was much better. My conversion rate for people watching the long video was three out of four (75%).

The longer video goes into a lot more detail about how i can actually help people and at the end of the video, I go through exactly how our services work and how much it all costs.

That way, there are no surprises on the call.

So, by the time prospects schedule a call, they already know everything they need to know before working with us.

sales call

So, on that appointment, they usually only have a few questions and they’re already 80-90% sold.

In your business, I would recommend a short video to start off with. Then once you’re getting lots of appointments, IF you want to improve the quality of those appointments even more, then you can do a longer video which goes into more detail as to exactly what you can do to help people.

That way you get the best of both worlds (both quantity and quality appointments).

Best VSL Examples

You can see an example of our short video sales letter here.

And you can see an example of our longer (30-40 min) video sales letter here.

The long video sales letter is the VSL we are currently using in our business to generate leads and high quality appointments each month.

So be sure to watch the long VSL example for the best example of a high converting VSL.

VSL FAQs

VSL vs Webinar: Which is best?

Both a VSL and a webinar convert well as a lead magnet, however, in most cases a VSL can convert better because people can watch the video on-demand, it’s shorter than a webinar (so more people watch the whole video), it’s easier to use and it can be more automated.

Do you have any VSL templates?

Canva has a lot of free VSL presentation templates that you can use. You can also watch my free Masterclass training for access to the VSL template myself and clients use.

Canva Templates Optimized

How do you turn a powerpoint presentation into a video sales letter?

After you’ve created your video sales letter content in a powerpoint presentation, you need to save the powerpoint file as a PDF and then open the PDF in full screen mode.

Now you need to use screen recording software such as Camtasia or Descript to record yourself going through the presentation.

When you’re finished, save the video as a .mp4 file and upload it to your sales funnel.

Do NOT to use the built-in powerpoint presentation recording option to record your VSL because it’s not very good. It will create pauses, gaps or delays as you transition between slides which will break the flow of your VSL.

Powerpoint Presentation

Can you record a video sales letter on Apple Keynote?

Yes, you can both create and record your video sales letter with Apple Keynote on either a Mac or an iPad.

When you’re done recording the VSL presentation in Keynote, you can save the video as a .mp4 file.

Then upload the video to your sales funnel.Apple Keynote Presentation

How can I outsource video sales letter creation?

Too busy to create the VSL yourself? You can hire us to create the VSL for you as part of our done-for-you lead generation services.

Outsource VSL

Does a VSL work well better for sales appointments or making sales online?

A video sales letter can work well for both getting leads, sales appointments and making sales online.

If you’re selling a product or service with a VSL for less than $1,000 it’s recommended you sell it online.

If it’s $1,000 to $3,000 you can do both. If it’s more than $3,000 then it’s best to sell it via a sales appointment first.

How To Increase Sales By Changing The Selling Environment

What is the best video sales letter software?

There are a lot of VSL tools to help you save time such as EasyVSL. However, this is not needed to create a VSL.

The easiest and most cost effective way to create a VSL is to just create a presentation (in powerpoint or keynote) then record yourself going through the presentation with screen recording software.

Finally, upload the video as a .mp4 file on your funnel.

Kartra Software

Do you need to be on camera on a video sales letter?

No, you do NOT need to be on camera in a VSL. Being on camera on a VSL is completely optional.

Webcam screen recording

How do you use a video sales letter on YouTube?

There are two ways to use a video sales letter on YouTube.

First: you can use a video sales letter on YouTube by creating a YouTube video and telling people to click on the link in your video description to watch another video you’ve recorded on this topic.

Second: you can upload your video sales letter directly to YouTube.

YouTube VSL

How can I improve my video sales letter conversion rate?

The best way to improve your video sales letter conversion rate is to test your VSL to people in your target market. Then look at how many conversions you get with your VSL.

If your conversions are lower than expected, then look at your video sales letter engagement statistics.

Are there any points in the video sales letter that people stop watching? If so, this is a good indication that you need to change that part of the VSL.

If your first VSL does not convert don’t give up! It can take multiple versions of video sales letters before you create a VSL that converts really well!

Marketing Stats

What is a good video sales letter conversion rate?

Typically from every 100 leads you get that watch your VSL, you want to get at least a 1% conversion rate within a 3 month period.

In other words, 1 out of every 100 leads from a VSL funnel should convert into a client within 3 months.

After 3 months, you can get more leads convert from your VSL with on-going follow up emails and additional helpful content (such as YouTube videos).

Conversion