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A proven formula to profitable VSL’s
Video Sales Letters or VSL’s for short, have become a critical tool to selling online. Their purpose is to sell to viewers on the spot. They’re akin to standard Sales Letters — either printed or on a landing page. However people connect better with somebody talking to them or on screen, which is why VSL’s can do so well.
As with any content, sales or otherwise, it’s important to lay your VSL’s out in a strict, logical and easy to follow sequence. Here are the 10 steps you need to take (in order) to succeed with your VSL’s:
Step 1: Intro
The very first step is of course an introduction. This needs to include:
- An attention grabbing headline
- Introducing yourself
- And asking the viewers 3 questions designed to get them engaged and thinking
The purpose of the Intro is to get peoples attention. People are more likely to drop off in the first 30–60 seconds of a VSL, so you need to get them engaged. If they stick on past the intro, they’re more likely to make it to the end of the VSL (which should be your goal!).
Step 2: Problem Identification
With the Intro out of the way, onto problems. Your viewers will have distinct problems (which you will later offer to help). But for now, you need to make your audience realise the problems they have and acknowledge that they’re not good for them:
- Speak their language
- Futurecast (get them to imagine their future if their problem persists)
- Relate to their problems — use personal experiences and your own stories
- Where possible use stats and case studies — show your viewers they’re not alone in this problem of theirs, but they need to do something about it
Step 3: Scarcity
Next, you need to scare them about their problems. Many people know they have problems, and they under play the impacts they have on them — and let them continue without taking action.
- Scare them into continuing to watch so they can finally fix their problems
