Youāve heard me say it before, copy is queen and and content is kingā¦
But no matter what form of online marketing youāre conductingā¦
Itās VIDEO that reigns supreme.Ā
And in this blog, Iām going to teach you how to write one of the most effective sales tools there is⦠Video Sales Letters
Hey Posse! Whatās up? Itās Alex.Ā
Coming to you this week with a tutorial that has been highly, highly⦠HIGHLY requested from the Posse for a loooong time.Ā
How to write video scripts.Ā
But before we get into all of that, if youāre new to the crew ā welcome!
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Now, itās no secret that video has been rising in popularity over the years.Ā
Weāre immersed in video content all day long, thanks to things like: TikTok, Instagram Reels, Facebook Shorts, and of course the king of video ā YouTubeā¦
But video isnāt just something we humans like to consume for education and entertainmentā¦
Itās also something we like to consume when it comes to our buying decisions. And here are some stats to prove itā¦
When asked how theyād most like to learn about a product or service:
- 73% of people said theyād prefer to watch a short video. Compared to just 11% whoād rather read a text-based article, website or post.
- āā88% of people say that theyāve been convinced to buy a product or service by watching a brandās video.
Thanks to statistics like that, business owners of all sizes ā and in all niches ā have really started to take notice and are beginning to incorporate more video into their own marketing effortsā¦
Which is great news if youāre a copywriter!Ā
Because as consumers continue to demand more video content from their favorite brands, more and more businesses will need help creating them.
But before you get all gung-ho and add “video writing” to your list of services, you better get familiar with the different types of video scripts.Ā
Because there are a TON of ways that you can utilize video to sell your products and services, such as:
- Video ads
- Video case studies
- Welcome videos
- Thank you videos
- Sales videos
- Short promo videos
- Long webinars
And everything in between!
Basically, anything you WRITE online could also be said in a video. And the way in which you will write and structure each type of video script WILL be slightly different, depending on its purpose and context.Ā Ā
The particular form of video script writing that weāll be focusing on in todayās tutorial isā¦
A VSL ā or video sales letter!Ā
Now for those of you who donāt know, a VSL is exactly what it sounds like…Ā
What is a VSL?
A VSL, or Video Sales Letter, is designed to persuade and convert an audience, but in video format instead of in a written format.Ā A good VSL will still follow the same general flow of a written offer, and will still include many of the same elements.Ā
But there are some very KEY differences and Iāll cover those in this blog.
So letās dive inā¦
Here are 5 steps to writing a high-converting VSL from scratch.Ā Starting with step #1ā¦
#1 – Where & How Is It Being Used?Ā
Before you get started on the actual writing. You need to consider the context and placement of your video sales letter.
- Is it going to be a stand-alone VSL? Something that needs to do ALL of the selling by itself?
- Or will it act as a supplementary support to written copy?
- Is it an upsell, downsell, or primary offer?
- How is your audience finding the VSL? Is it via email, social, paid ads, or affiliate traffic?
- How aware is the audience of your product or brand? Is this the first time they are finding you or have they heard of you before?
Just like a written sales letter, all of this context around your audience and campaign is extremely important to have before you start writing so you know what the user is experiencing on the page and how long your VSL should beā¦
And this seems to be the #1 question every wants to know when writing a VSLā¦
How long should a VSL be?
And the answer is it really depends on a variety of factorsā¦
Like how complex your offer is, how aware your audience is, how expensive your product is, and what the end goal is.Ā For example: if youāre just trying to sell a $7 product, then you probably donāt need a 20-minute videoā¦
But if youāre selling a $5,000 service, then youāre going to need some more time to persuade a person to make that purchase.Ā
But no matter what ā always follow āthe golden ruleā of copywritingā¦
It should be as long as it needs to be to get your point across.Ā No longer. No shorter.Ā
But ā this leads me to the first key difference between a written and video sales letter.
In a written sales letter, people can scroll ahead, they can skim and explore the page, they can jump to the price and click around. They cannot do this with a stand-alone VSL. They either watch it, or they leave so you donāt want to risk losing their attention for even a split second.Ā
Which brings me to #2ā¦
#2 – Whatās The Core Problem & Benefit?
The very first thing you need to do in your VSL is capture the attention of your ideal client ā and the faster, the betterā¦
This is the second key difference between a written and video sales letter. In a written sales letter the headlines hold A LOT of weight, because they decide if the reader continues to read. They are written in a way to grab attention VISUALLYā¦
In a VSL though, itās the first sentence or opening line of your video that holds all the weight and it needs to grab attention in a whole other way.Ā And it needs to be done conversationally, as if youāre speaking to your customer.
Of course, there are many ways to do this, but one of the most effective is to clearly call out your audienceās core problem.Ā
You can do this by leading in with a really compelling storyā¦
Or by asking a question you already know the answer toā¦Ā
- āDo you want to get paid to write?ā
- āDo you want to learn how to write a high-converting sales page?ā
- āDo you want to master the secrets of email marketing?ā
Each one of those questions is, of course, completely rhetorical.Ā
But they serve as a great way to open your VSL and get straight to the primary problem that your audience is facingā¦
This helps them immediately self-select and think ā yes! I need to pay attention to this!
Now another way you could accomplish this same thing is simply calling out the biggest benefitā¦
So for example:
- āIf you want to ignite your copywriting business in just 8 weeksā¦ā
- āIf you want to learn the highly-sought after copywriting skills and marketing secrets that businesses are looking for right nowā¦ā
- āIf you want to have a complete portfolio that potential clients find absolutely irresistibleā¦ā
- āIf you want to turn your passion for writing into a real life businessā¦ā
You get the point. And you can see how using these āif youā statements help communicate CLEARLY who Iām talking to and who this offer is forā¦
Now next up you want to pivot toā¦
#3 – Whatās The Solution?
Alright, so youāve called out the audience, captured their attention, helped them self-select, and hooked them into listening to what you have to sayā¦
The next thing you need to do is let them know that there is, in fact, a solution to the problem (or problems) that you just called them out on.Ā
So this is where you tell them: āHey, I can help and hereās HOW I can help.ā
This is where youāll give a rundown of your offer and specifically how you/your product/your service can solve the big problem that theyāre facing. This is also a great time to weave in a story or case study! This brings us to the next key difference between a written and video sales letterā¦
Unlike case studies or testimonials written on a sales page, in a VSL you are TELLING your customersā stories for them. So it needs to be more conversational and free-flowing.
And you need to tell the stories in a way that continually opens loops and creates interest to keep them listening as you introduce your product or service.
Which brings us to the next stepā¦
#4 – Whatās The Big Deal?
Just like in a written sales letter, in a VSL you need to go DEEPER than just the left-brain āHereās your problem and hereās how I can helpā type of stuff.Ā If you want to compel your audience to buy then you need to explain why YOUR solution is THE BEST solution.Ā
So this means talking about your USP (unique selling proposition)…
It means talking about the BENEFITS of your solution (not the features)…
It means showcasing your authority and WHY youāre the person they should buy fromā¦
But, that leads me to the next key difference between a written and video sales letter. In a written sales letter, you might list out benefit bullets one by oneā¦
You might include an authority bio written in third-person about yourself or whoever created the product or service.Ā You might list out every single feature, module and service along with itās valueā¦
In a video sales letter, this all has to be done, but it has to be done VERBALLY. Which means you need to cut the fluff and make sure the copy flows very conversationallyā¦
So make sure the script is structured in an easy-to-read format and add in natural pauses and transitions.
And all good VSLs (or ANY good copy for that matter) must answer the questionā¦Ā
#5 – Whatās The Next Step?
After you get your prospects on board with how your product or service will make them FEEL and what their life could be like AFTER buying, you then want to circle back a little bitā¦
This is where you address any objections, remove the risks, throw in any last-minute bonuses, and of courseā¦Ā
Youāll wrap it all up at the end with ONE very clear and specific CTAĀ ā such as clicking the link below to purchase, submitting a form, booking a call, etc.
BUT that brings me to the LAST key difference between a written and video sales letterā¦
In a written sales letter, you may have one or two buy buttons at the bottom of the page, because anyone who is looking to purchase just has to quickly scroll down to find it when they are ready.
In a VSL, you definitely do not want to wait until the very end to drop your first CTAābecause most people will not make it that far. Make sure youāre dropping verbal calls to action multiple times through the script, starting immediately after you first introduce the product and offer.Ā
And there you have it ā the 5-step formula for writing a high-converting VSL and the key differences from writing a written sales letter!Ā
I hope you found this blog helpful. If you want to see more tutorials on VSLs and other forms of video script writing, leave a comment below and let me know!
Until next time, Iām Alex. Ciao for now!Ā