If you wish to generate extra leads at a fraction of the associated fee, improve your conversion charges, and develop your backside line, the video gross sales letter, or VSL, is usually a highly effective device so as to add to your advertising arsenal.
Video tends to be extra participating than textual content and is quick turning into the popular medium for shoppers to get information on a product earlier than they’re prepared to purchase.
That’s why we introduced copywriting and VSL knowledgeable Arman Assadi into the studio to share his greatest ideas for creating an efficient video gross sales letter. Because the co-founder and CEO of Venture EVO, he’s uncovered what works by testing his VSLs in the true world. And the person is aware of the right way to get world-class outcomes.
In reality, he holds the world file for probably the most profitable crowdfunded planner of all time—elevating higher than $1 million.
On this article, Arman shares his secrets and techniques for making a high-converting VSL, a tactic that has helped him generate tons of leads, convert browsers into patrons, and get even the coldest visitors excited to tug out their wallets and purchase.
Desk of Contents
7 Ideas for Scripting Your VSL
Ought to I take advantage of AI to jot down my VSL?
Ask Your self: What Goal Will Your VSL Serve?
One of many largest errors Arman sees individuals make is simply saying, “We’d like a video!” with out understanding the aim behind a VSL.
There’s little question that video is a strong device for companies to make use of of their gross sales and advertising. Nevertheless it’s solely highly effective when finished with a selected purpose in thoughts. Simply flip in your digicam and recording the primary 60 seconds of no matter involves thoughts is not going to provide the next-level outcomes you need from the video.
In reality, Arman says a nasty video can really be worse than unhealthy copy. As a result of, not like unhealthy copy, shoppers can nonetheless skim and overlook the failings, you may’t “unsee” unhealthy video or “unhear” a nasty script.
That’s why he tells all his purchasers to first contemplate the aim of their VSL.
Does it must do all of the promoting? Does the video must complement the copy on the web page? Does it must push customers who simply took some motion to do one thing else?
3 Major Capabilities of a VSL
For those who’re caught, Arman says there are three foremost features a VSL serves:
1. Complement to Web page Copy
In case your product would actually profit from an illustration or is a bodily good, you may wish to have a video along with textual content. It is because individuals may actually need to see the product or watch a use case earlier than they’re prepared to purchase it.
For instance, if Squatty Potty had simply relied on textual content, I’m not so positive the identical message might have been conveyed as their well-known viral video did. The textual content can help your message. However the video may help you display your product or encourage individuals to learn on.
2. Substitute for Copy
Typically, it’s higher when you have no textual content in any respect and simply depend on video. For instance, in the event you want a prospect to see a full presentation earlier than you may make your supply, to allow them to really see the worth of what you could have, chances are you’ll wish to keep away from textual content altogether. Because of this you will note numerous info merchandise offered and offered via webinars, reside periods, or strictly video.
They don’t need you to have the ability to scroll all the way in which to the underside of a web page, see a price ticket, and bounce away. The presenter/vendor wants you to expertise sure issues earlier than they make the supply. As a result of in relation to info and digital items, you need to actually promote the worth. It’s not all the time inherent within the product.
3. Extra Touchpoint After Motion
Top-of-the-line occasions to introduce a VSL is correct after a person has taken some motion, like opting into an inventory or buying a product. This will function a sample interrupt and a strategy to interact with customers straight in a extra private manner.
How Do You Know Which VSL Is Proper For You?
“Take a look at!” says Arman. He encourages each enterprise to check completely different variations of the above 3 classes of movies. However by no means begin a VSL with out understanding which of those you might be getting down to create. As a result of a video that helps copy could be very completely different from a video that should stand by itself, and each of these are vastly completely different from a video that acts as a further touchpoint.
Resolve your video’s objective from the beginning, after which you may transfer on to the scripting, filming, and extra.
How Lengthy Ought to My VSL Be?
The most important query everybody asks Arman about VSLs is “How lengthy ought to they be?” The reply is, “It relies upon!” Arman says, “The size of your VSL relies on the issue of your determination.”
For instance, in the event you’re asking somebody to obtain a free report or video, you don’t want a 50-minute video. In reality, a shorter video could be lots higher. Arman recommends 3-5 minutes or shorter for something that’s free.
As you progress up the ladder in worth, it is advisable to lengthen your video accordingly. So, a $1,000 product would require a for much longer video than a $200 product, and so forth. One in all Arman’s specialties—and one thing he encourages newer VSL creators to strive—is writing mid-length VSLs for tripwire merchandise.
What’s a tripwire product?
It’s a low-priced product (usually between $7-$49) designed to entice prospects to tug out their bank cards and purchase.
It’s thought of a conversion-acceleration tactic as a result of it could actually enable you to create plenty of patrons for a lower-priced merchandise after which promote them issues in a while.
The Instruments and Tools You Must Document a VSL
Arman all the time cautions individuals to not be intimidated by the shiny manufacturing you may even see with different movies.
“The most important factor it is advisable to get proper is the script. For those who nail that, your VSL may be easy. You are able to do slides and screencasts, simply use your pc webcam. And even simply flip in your smartphone digicam.”
Many webinars have finished in extra of seven figures with nothing greater than textual content and slides.
The purpose is, don’t let price range and instruments intimidate you, particularly in the event you don’t have them. In reality, Arman says that being genuine and real is far more vital than the props you embrace.
That stated, when you have numerous assets and an enormous manufacturing workforce, you may definitely use copywriting methods to make your big-budget VSL even higher.
7 Ideas for Scripting Your VSL
After writing VSLs which have generated 7+ figures in gross sales (many occasions over), Arman has found some easy ideas that mean you can create high-converting VSLs sooner. Listed below are 7 of his fast ideas and methods:
1. Repurpose gross sales web page copy
While you’re writing a VSL, you don’t have to begin from scratch. In reality, one of the best copywriters will usually use the copy that’s already on the gross sales web page (or within the product) to get the bones of a VSL script finished. This lets you create movies sooner and deal with making them sound genuine and real and never simply writing from scratch.
2. Give an actual CTA
The most important mistake individuals make when writing VSLs just isn’t telling individuals precisely what they should do. For those who go away it to probability, it’ll by no means get finished. So in the event you’re promoting a product, inform them to “click on the yellow button beneath the video and enter fee particulars on the following web page.” In different phrases, stroll the prospecting step-by-step via precisely what must occur. Arman says being specific in a VSL is an immediate strategy to get a enhance in gross sales.
3. Get the prospect of future-pacing (imagining themselves sooner or later)
While you’re writing VSLs, you need the viewer to think about themselves having fun with all the advantages of your product sooner or later. That’s why Arman recommends utilizing phrases like, “How good would it not really feel to ____?” and “Think about what it might be wish to not have to consider _____.” These phases future-pace the viewer and make them take into consideration a life that’s higher together with your product in it.
4. A nod to a metamorphosis
There’s a motive weight-loss firms all the time embrace earlier than and after photographs of their advertising. They work. Individuals like to see examples of dramatic transformations. So the extra you may embrace examples of transformation—within the type of tales, testimonials, or demonstrations—the higher.
5. Be particular
You by no means need your copy to be imprecise. It ought to be so particular that the reader can’t NOT visualize it of their thoughts. So don’t say “discover ways to get a job” in your video. As an alternative, say one thing like, “Get up to an inbox flooded with job provides.” One falls flat. The opposite brings pictures to your thoughts.
6. Take away threat
Despite the fact that shoppers not often use them when the product is top quality, ensures are an vital a part of any VSL as a result of no one needs to really feel like a idiot and make a nasty determination. As an alternative of letting that worry cease individuals from appearing, you need to talk the truth that there isn’t a threat to your prospects. Professional tip: Display how straightforward it’s to reap the benefits of the assure in your VSL.
7. Filter out objections
The job of a VSL is to push individuals to take motion, however inevitably there will likely be issues that maintain individuals again. These are referred to as objections, and a well-crafted VSL will reply them. A number of the most typical objections are round money and time, however others will likely be particular to your product. So you need to determine probably the most generally requested questions and reply them in your VSL.
The following pointers and methods are why individuals like Neil Patel, Lewis Howes, Jason Silva, Lori Tougher, Timothy Sykes, Gerard Adams, and extra put Arman on the shortlist of copywriters they flip to for their very own launches. They work wonders.
Learn extra: The best way to Write a Gross sales Electronic mail That Converts
Ought to I take advantage of AI to jot down my VSL?
Sure, but in addition no.
As we have now touched on earlier than in different articles surrounding AI and enterprise, AI instruments may be extremely highly effective, however that doesn’t imply you need to allow them to do the entire heavy lifting.
For instance, it may be tempting to generate a video script via AI, a speech AI device, and even a video AI device to generate your VSL shortly and with minimal effort.
However in the event you don’t add your personal persona to your VSL, how are you anticipating your potential purchasers to spend money on your companies? As a result of when many purchasers spend money on somebody’s enterprise or product, they’re additionally investing in you.
Now, that’s to not say that AI writing instruments can’t have some advantages. For instance, you could possibly use instruments like ChatGPT to provide you with concepts for what you need to embrace in your script and what you need to contemplate when creating the video, similar to lighting concepts of physique form and so forth, and something in between.
AI writing instruments can play an vital function within the creation of your VSL, however they need to nonetheless stay an understudy to your foremost character power.
Make Your VSL Stand Out
VSL is the key behind a few of Arman’s largest campaigns. And if you wish to generate extra leads, prospects, and earnings for your online business, VSLs can play an enormous function in any gross sales plan. Use the following tips and methods to create your first (or subsequent) VSL in the present day. Get extra of Arman’s copywriting methods by becoming a member of our free 7-figure copywriting coaching. Plus, you’ll get to see firsthand some VSLs at work.
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This text was up to date with help from Graeme Whiles.
