How to Create a Video Sales Letter (VSL)
How to Create a Video Sales Letter (VSL)
In this video I breakdown the most efficient way to earn $1,000 per month on social media! If you're looking to learn how to make money on social media or social media marketing 2024 this video is for you. Results can't be guaranteed, however this video should provide you with strategies and tactics to help you on your journey.
What is a video sales letter?
A sales video letter (also known as a video sales letter or VSL) is a sales pitch delivered via video. While some adverts may be designed to promote a company or a product and build general brand awareness, a VSL has one objective: To make the sale.
Legendary copywriters such as Gary Halbert, Eugene Schwartz and John Caples built their reputation with direct response sales letters. This physical mail sent out to prospective customers was designed to sell without a salesperson present and could be incredibly effective.
Case in point: Martin Conroy’s “Tale of Two Young Men” sales letter ran from 1975 to 2003 and was responsible for selling $2 billion worth of Wall Street Journal subscriptions. As a result, many aspiring copywriters still copy these direct mail examples decades later to learn their methods.
Video sales letters build on that approach, following a similar pattern but using a modern medium to reach more people in their favorite format. As well as arriving in mailboxes, today’s VSLs may sit alone on a landing page or alongside written copy elsewhere online.
Why video sales letters are so effective at converting leads
While traditional sales letters are still used, the increasing popularity and versatility of video bring many advantages to marketers and salespeople.
Wyzowl’s study above found that 73% of people would rather watch a video to learn about a product or service than read a text-based article website or post.
Following the writer’s adage to “show, don’t tell”, video allows prospects to see screenshots and recordings of your product in action, making it easier for them to imagine owning it and enjoying the associated benefits. Video testimonials also add relatability and reliability to written testimonials.
People tend to buy based on emotion, and then they justify their decision with logic. While a skilled salesperson or copywriter will do their best to write in a way that appeals to both emotion and logic, video makes this far easier. Rather than relying on the written word, a video can leverage tone of voice, facial expressions and even background music to create an emotional connection and impact.
There are ways to create videos that are also cheaper and easier than before, resulting in more salespeople and marketers using them.
The video sales and marketing trend looks like it’s set to continue, with the same report from Wistia stating that 40% of surveyed businesses intend to increase their video budget in 2022.
Furthermore, while previously only the largest brands with a Hollywood-level budget could hope to put together a video, today any salesperson with a webcam or a smartphone can create a VSL in an afternoon. Rather than paying a fortune for a primetime slot on TV, sales teams and marketers can host a video on their website for anyone to view, any time, at a fraction of the cost.
What is a good lead magnet?
Not all lead magnets are created equal. Sure, you could quickly throw a checklist or reading materials together, but you may not get the payoff you were expecting. Taking your time to create something truly useful to your audience is key. A good lead magnet should:
1. Be relevant to your audience.
First and foremost, you’ll want to make sure the materials you’re offering are relevant to your audience or industry. Picking a broader topic may get you more contacts, but those contacts may not be quality leads interested in your product or service.
It’s important that your lead magnet is tailored toward your brand’s target audience or a specific segment of that audience.
2. Provide value to your audience.
Once you’ve nailed down who you’re marketing to, it’s time to craft a lead magnet that offers potential customers enough value that is worth trading their contact information for.
3. Be trustworthy.
Lead magnets like industry reports, studies, and ebooks help position your brand as an authority on a particular topic. However, your audience shouldn’t just take your word for it. Demonstrate your expertise by backing up your information with data and research whenever possible.