Selling high-ticket products and services is extremely hard at scale since you have to build a lot more trust. However, there is a powerful tool that you can make part of your marketing arsenal to make a seemingly hard-to-market product win in the market. VSLs are an excellent way to draw attention to your product if done correctly. Below, we offer you the ultimate guide to VSLs so you can use this powerful tool for your business.
What is a VSL, and Why Are They Effective?
The principles underlying the use of video sales letters are the same as those of a written sales letter. A video sales letter (VSL) and written sales letter are used to persuade an audience and can be found on landing pages, digital ads, or websites.
The only difference between the two is that video sales letters are in video form while ordinary sales letters are in the text.
Why are Video Sales Letters Effective?
They are easier to Understand and Digest
These videos are compelling because, unlike text, they can hold the viewer's attention to the end. In addition, some text information will go together with audio narration, improving the viewer's attention and ability to retain information.Furthermore, a sales video will have a higher content value than sales letters. The viewer can watch them at their convenience, which means those seeking information about a particular service or product will benefit from the sales letter.
Better Pacing
Unlike letters that can only be read, video sales letters are better dictated as they combine voice and text. As a result, you can choose which words to emphasize, allowing you to control the audience's perception and connect with the target audience emotively.You can also use attention-grabbing techniques more easily with video compared to text. Throughout your ad, you can find ways to throw in elements such as buy buttons, forms, and calls to action to pass your point to the audience.
Better Engagement
When viewers scroll through a traditional sales letter on a sales page, they only read approximately 12 to 14% of the content on the page. However, video sales letters work more efficiently. You can expect close to 100% engagement from the audience because you give them information at your own pace and within a short period.This type of content is created to elicit a direct response, and the intended outcome will be a person watching the video and taking action immediately after. Some actions they will be motivated to take include dialing a number or submitting a form.
While there aren't any rules for how long a great video sales letter should be, the general idea is to make your video as short as possible while delivering a compelling, clear message with a call to action.
However, if you need to explain an expensive or complex offer, you may need slightly longer content than someone who only needs to define a simple offer. If your offer is simple or meant to inspire impulse purchase, strive to get to the hook and then call to action fast to enhance the sales process with an effective video sales letter.
Video Sales Letter Examples
Keep More Money Book
The Keep More Money Book is a video sales letter persuading the target audience to buy the new book.The video starts by discussing the audience's pain points and then dives into the lessons that the potential reader will learn through the book. It uses animation to show how you can pass a point succinctly.
Vince Reed
In the Vince Reed video, Reed is introducing the brand to his audience. At the beginning of the video, he identifies what his offering is, which is generating leads via social media ads.The video continues with real-life testimonials from clients who had benefited from his services. What he does with the video is introduce his prospects to his business and then use social proof to build trust and credibility.
Practitioner of Peace
Beau Norton's Practitioner of Peace video sales letter was created to explain the business. This is especially an excellent example for those who would like to do longer video sales letters.He introduces the problem to the audience and then offers a solution. He also uses video and music to match the brand message, which makes the message authentic and reinforces the brand's presence.
These examples show that video sales letters are a great way to get your audience involved and share your value with them. In addition, a video sales letter should highlight the client's pain points and show them why you have the solution.
How To Create a VSL
Below, we share how to create a VSL for the best result.
Identify the Problem/Purpose
Many marketers and business owners want to get into the making of video sales letters without understanding the main objective behind it. However, it would help if you had a purpose behind your VSL to make the best of it because simply trying to record a one-minute video on a hunch will not yield the desired results.The first step of scripting the perfect VSL involves identifying the problem. It would help if you showed the client that you understand what they are going through and how they feel. You do this by identifying the pain points.
The three primary functions of a VSL that you should use as pointers include;
- Replacing the copy on your page. One of the reasons why companies or brands resort to the use of VSL is because they realize that a web page is better off with no copy at all, and they can rely on video. For instance, it would be better to show your prospects a video before you make an initial offer so they can see what they are getting. In such cases, you are better off sharing information through video while avoiding text. Instead, you offer them an experience through video. This VSL type is common in companies selling products strictly on video or webinars.
- Supplementing the copy on your page. Sometimes your product or service could benefit from both copy and video. This could work especially in a case where viewers want to view a product before they can make a purchase. In such cases, if the video complements the product, it can help you demonstrate product efficacy and inspire readership.
- Additional touchpoint. Sometimes you need the viewer to take a step after another action has already been taken. The VSL can be introduced after the viewer has taken a specific action to engage with viewers and interrupt the flow of the pattern.
To know what your aim should be, you can test the different variations of the video with the above ideas. Then, after seeing which one is a better fit, you can decide how you want to move forward.
Determine the Length of the VSL
Ideally, a VSL should be as short as possible. However, in some cases, they may be longer. Experts recommend that you choose the length based on the difficulty of the decision.For instance, a video asking people to download a resource such as a video should not be extended. If the resource is free, you can take a shorter time. However, a product that costs $1000 will require you to explain more, which may mean a longer video.
Usually, if you are starting, you can write video sales letters for tripwire products (items that cost between $7 and $49) and use them to entice customers to use their credit cards to make purchases.
This strategy works because it can help you create buyers for an initially low-priced item and then sell better or bigger products in the future.
Determine the Equipment and Tools You'll Need
You may have seen sophisticated video sales letters that intimidated you before you could even make the first one for your company or brand.However, you do not need to worry about the outcome, and the tools and budget should not faze you. Instead, your biggest worry as you set out to make a video sales letter is to get the script right. If you have the script right, you can sell your authenticity as a brand, which is more important than having the latest tools and equipment for production.
Some simple tips you can use to get your video sales letter scripts right include:
Repurpose what already exists
Writing a video sales letter will not necessarily require starting from scratch. One of the best ways to get direction is to use sales already on the page or existing for a particular product as the skeleton for your script.
Having a starting point is crucial as it helps you create videos quicker, and you can focus on getting the brand message out with authenticity.
Use a Call-to-Action
A call-to-action is crucial in your video sales letter as the viewer needs to know what to do after watching the video. However, most brand managers and marketers do not incorporate good CTAs.Unfortunately, nothing will get done if you do not include a CTA in your sales letter. It would help if you let prospects know what they need to do and what happens after they take the next step you recommend.
For example, you will let them know that they can click on the button below the video so they can download a free copy of an e-book resource. Another example would be for them to press the button and enter their payment details.
Future-Pacing. Future pacing involves creating mental pictures that allow viewers to imagine themselves enjoying the product and its benefits. Their lives must feel better with your product before they can eventually commit to buying.
Eliminate Risk and Cler Objections
As a marketer trying to sell a product, you need to understand that guarantees have their place in VSLs. Nobody wants to feel like they made a wrong decision.Therefore, you must communicate that there aren't any risks for the consumers who will buy your product. Tell them how they can take advantage of your guarantee if something is not to their liking.
Additionally, you can answer their questions within the VSL and convince them if anything is holding them back. Some common objections include money and the turnaround time.
However, your clients may have more specific objections depending on your product.
While these tips and tricks could be helpful for you when you want to write a VSL, you may need more professional help.
You can use video sales letter templates and video sales letter software to help you do the job. However, in many cases, a video sales letter template is rigid and cannot be flexible enough to meet your needs.
You need a reliable, professional partner to help you create a custom VSL for your needs. You can hire a VSL writer from Legiit. Our platform features qualified writers who will help you write an effective video sales letter script for your needs.
Things to Be Careful of When Creating Video Sales Letters
Make it About the viewer.
If you are marketing a product, you will likely be tempted to talk about it and all its valuable features. However, it would help if you took extra care to avoid doing this when writing a video sales letter.While you will include snippets of what your product can do, the VSL should primarily e aimed at connecting with your audience and letting them know how you can help with their problems.
You Don't Need to Be Too Techy
Many marketers think they need complicated equipment and tools when making VSLs. However, you could do just fine with a webcam or smartphone. With these simple gadgets, you can script the VSL and film it yourself.
Landing Pages
VSLs are a lifesaver as they help you spend less money and time to make them. First, however, you need to ensure a landing page for your video sales letter. Some platforms, such as WordPress, already have landing page templates.
Creative Marketing Ideas: Frequently Asked Questions
Answer the questions below in 43-90 words so we can rank for featured snippets.
What is a VSL in marketing?
VSL stands for a video sales letter. These valuable resources are designed to sell services or products to a viewer. They work just like text-based sales letters but in video forms and can be found in different places, including landing pages, digital ads, and websites.
What is a VSL funnel?
A VSL funnel is like a content marketing channel. A VSL funnel will guide the audience through the entire buying journey. It educates, converts, and helps retain buyers through each stage of their buying journey.
How do I set up VSL?
Some marketers believe that you need complex machines and equipment to record a successful VSL, but this cannot be further from the truth. In many cases, your webcam or smartphone and laptop will be more than enough to help you create a winning VSL.
How do I write a video sales letter?
You can start by identifying the problem you will present as the pain point for your clients. Next, you will share that you have a solution and why your solution is the best. You will then reinforce how you can solve the problem, include some incentives and finish with a call-to-action.
Final Thoughts
VSLs are quickly becoming popular and can be the secret to a successful marketing campaign if done correctly. You can make this helpful tool part of your marketing campaign if you want more leads, customers, and improved business profits.We have provided valuable tools to help you make the best VSLs. However, if you need help, you can use the Legiit platform to find the best VSL experts for your needs.
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