What Is A Video Sales Letter?


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If you're new to internet marketing, you've probably seen dozens of blog posts telling you about the different ways you can market your products. 

And there are a lot!

It can be a bit overwhelming, which is why we love breaking down these seemingly complex tools into something that is easy to digest. 

There are a bunch of ways to get your customer's attention and draw them into the sale.

However, one of my personal favorite tools to use is the video sales letter (VSL).

Let's take a look.

What Is A Video Sales Letter?


If you check out the video above, you'll get a great explanation of what exactly a video sales letter is (and how they work) from the guy who built ClickFunnels, the software behind the majority of people's funnels online right now.

In short, VSL (Video Sales Letter) is a sales page with a video on selling your product. The only other things on the page are a button for the customer to click to buy the product and maybe some text summarizing what the viewer will see in the videos.


An example of a video sales letter


But the video itself is what's doing the heavy lifting here. 

The ideal VSL is a video that draws customers in with visuals that keep them watching and a script that is so compelling that the customer is willing to watch the video all the way to the end—even if that means 30 minutes.

By the end of the VSL, a customer should be ready and willing to click on whatever the narrator of the video tells them to!

Video Sales Letters Vs. Written Sales Letters

But why use a VSL as opposed to a written sales letter?

While WSLs can be great for lower ticket items, they simply aren’t as powerful as VSLs. This is because VSLs give the customer someone and something to latch on to.

We’ll get to that more in a little bit.

Essentially, it’s important to understand the purpose of a VSL—to drive traffic to a mid-tier sale (as opposed to the slightly lower tickets that WSLs drive traffic to). While this may cost more money upfront (to create the VSL), a marketer can also expect to see bigger results from a VSL.

To write the absolute best VSL possible, make sure to check out Copywriting Bootcamp, a completely FREE course that will teach you how to write compelling copy! 

The Benefits of VSLs

Now that you know the purpose of a VSL, let’s get into some of the amazing benefits!

Below are 4 phenomenal benefits of video sales letters that make them one of the most powerful forms of marketing…

1. They're Visual

People are largely visual creatures. This is why movies and TV are so big!

Sure, there are also people out there that prefer reading, but the difference between readers and viewers is pretty stark.

According to a recent survey, around 24% of Americans haven’t read a book in the last year compared to around five hours per day of TV viewing!

And this doesn’t even include going to the movies!

Obviously, video is a preferred medium, as people get sucked into video storytelling.

To capture the attention of customers that wouldn’t read a big chunk of text (no matter how well-written), a VSL is key to success.

2. They're Engaging

A well-crafted VSL can be completely captivating

Without even realizing it, a customer can spend 20 to 30 minutes watching a sales video—compelled the whole way through to keep watching.

This is because VSLs have the ability to engage the viewer in a way that other mediums can’t.

With the ability to tell a full story, complete with visuals, marketers are able to leverage the power of video to draw customers in and keep them there until the end!

3. They Allow You To Convey Emotion

So, can a marketer convey emotion with text? Of course.

But is it easier to convey the same emotion with a video? If done right, it sure can be!

The problem with text is the inability for the reader to appropriately recognize tone each and every time.

While sometimes it’s easy for a writer to convey a certain emotion, other times the exact emotion can get lost in the shuffle. This can leave a reader confused—which will immediately turn them off.

With a sales letter, the customer should be mesmerized from beginning to end. It’s like a spell. If the spell is broken, the customer is woken from their lull—which can lead them to closing out the page.

With VSLs, the narrator can easily convey the appropriate emotions and show the reader how they feel without telling them how they feel. With the right narrator, there is an immediate emotional connection—which will in turn draw the customer even deeper in and create a sense of empathy.

People generally make purchase decisions with their emotions. VSLs make the process of expressing emotions simple.

4. They Allow You To Build Hype

Another fantastic advantage of video sales letters is the level of hype that a marketer is able to build throughout the video.

Because of the excitement in the narrator's voice and the upbeat images that are being shown onscreen, customers are compelled to become more and more excited as the video presentation continues.

By the time the VSL is over, the customer is ready to take action!

Driving Traffic to Your VSL

VSLs are extremely powerful…if marketers can get their customers to check out their VSLs in the first place!

Driving traffic to a VSL is a whole process, but I wanted to take a quick moment to mention a couple of the most popular traffic driving techniques that marketers use to drive quality traffic to their VSL pages…

1. Funnels

Many VSL sales come from customers going down funnels that lead them to the VSL page. With a funnel, the customer can be pre-sold so that—by the time they reach the VSL—they are ready to give it a fair watch.

Often times these funnels are based around email marketing campaigns. Once the customer’s information is captured, the marketer can then send them follow-up emails with links to the VSL.

This warms the customer up and increases the likelihood of the sale.

2. Blogs

Another more direct way to drive traffic is through blogs and articles. These provide the customer with quality content, which establishes the marketer as an expert and builds trust.

Throughout the blog, there can be various links that drive traffic to a VSL. If the marketer writes good enough blogs, the customer will be ready to view the VSL and purchase if they are compelled to do so.

5 Tips for Your VSL

Tip #1: Relate To The Customer

Your customers want to see you as both an expert and a peer.

They want to know you’ve been in the same boat as them but were able to find a solution. So, take some time to do this so that when you introduce the problem you're going to solve for them, they know you're trustworthy.

The more you can relate to the customer through a VSL, the more likely they'll be to purchase.

Tip #2: Introduce A Problem

The big thing you need to do in your VSL is to introduce a problem (and then solve the problem). 

For example, they may have an issue with losing weight. Most people can relate to this. You may have found a way to lose weight that worked for you that you can introduce them to.

From there, you can tell your story in how it relates to that problem and how that problem affected your quality of life.

Once your potential customers hear the same problem they're having and trust that you’ve been in their shoes, you can introduce the solution.

Tip#3: Solve The Problem

The reason your potential customer clicked and decided to view your VSL is that they expect you to solve the problem they're having. Whether it’s an actionable piece of advice or a product, they want to finish the VSL with a solution or a useful takeaway.

So, you need to not only discuss the problem that you had (that they have as well), but also what it looked like when you solved the problem.

While you don't want to give too much away (if it’s an information product, they’ll have no reason to purchase it if you give too much away), you want them to finish the VSL with an idea of what the solution is and that it worked for you.

They should know that if it worked for you, it can work for them.

Tip #4: Create Scarcity

Once you've built trust and value, it’s time to make the sale.

But you don't want them to make the decision later. No, you want them to feel that they need to purchase your product immediately.

One of the best ways to do that is to create scarcity.

Creating scarcity is often done through a countdown timer, a certain number of products available at a discounted price or some other offer that's available for a limited time.

When you do this, though, you need to stick to it. Artificial scarcity can cause the customer to lose trust. Once the timer runs down or all of the units are sold, that needs to be the end of that particular special.

Don’t worry - you can run other specials in the future.

Tip #5: Create A Call-to-Action

Customers need to be TOLD to take action!

After an entire video of building up the solution to their problem, you need to not only provide them with the solution, but you need to actually get them to purchase it.

This means giving them some form of call-to-action.

Often this comes in the form of getting them to click to purchase, but it also may be signing up for a mailing list or something similar.

Whatever the end goal is, let them know what they need to do to get the solution they waited the entire video for.

Your Next Steps

If you're someone selling a mid-ticket product online, there's no question that you should be using VSLs.

Video is taking over the internet, and it's becoming increasingly difficult to sell products without harnessing the power of video. 

However, you have to understand how to write compelling VSL scripts if you want to convince anyone that your product or service is worth purchasing. 

If you want to learn more about writing compelling copy for all types of sales techniques make sure to check out Copywriting Bootcamp