![]() ![]() Once you’ve provided value, you want to communicate to the viewer that you have the ability to solve the problem, and also that you’re the best way (among competitors and alternatives) to solve the problem. If you as the viewer can’t quickly understand how the product or service can help you achieve something you want or solve a problem, you won’t waste time watching the rest of the video.Īuthority, however, is more about trust. The first component, value, is fairly obvious. While VSL’s offer endless room for creativity, the ones that work will include the following elements, in this order: Simple offers should focus on the hook, then get to the call-to-action as quickly as possible-this is especially true for inexpensive items or impulse purchases. In terms of length, there is no gold standard, and a video sales letter should follow the golden rule of video length: Your video should be as short as possible while allowing you to fully deliver your message in a clear, compelling fashion.Ĭomplex and expensive offers are generally going to need longer video content to explain why you need to spend $2,000 on a product. Simply put, after viewing an effective video sales letter, the target audience should be unequivocally motivated to respond to the call to action. You might find a video sales letter on the homepage of a website, a landing page, linked in an email, a sales page, or used in a video advertisement. They are both written with the goal of direct response, meaning the ideal outcome is for somebody to read/watch and immediately take action, such as submitting a form, dial a number, etc. While the philosophy of a written sales letter and a VSL is incredibly similar, VSL’s are adapted to two major consumer trends-video and the Internet. Long-form sales letters were popularized by iconic marketers such as David Ogilvy, Eugene Schwartz, and Gary Halpert beginning as early as the 1960’s due to their effectiveness in direct response advertising. You’ll find video sales letters on websites, landing pages, and digital ads. A VSL uses the same principles that a written sales letter does to persuade its audience, but in video form. Let’s get to it! What is a video sales letter?Ī video sales letter (VSL) is a video designed to sell a product or service to the viewer. ![]() In this post, you’ll learn the psychological principles that drive action in response to a video sales letter, how to write a great script, and we’ll even show you some examples of effective marketing videos. Then you’re in the right spot, because today we’re doing a deep dive on all things video sales letter. Are you looking to create a video sales letter for your business?ĭo you need some direction on the strategies and tools to create a video that actually sells? ![]()
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