Hey, Rob here. Let’s take an up-close look at the scripts for one of my highest-converting Video Sales Letters.
A Video Sales Letter (VSL) is basically a regular sales letter that is turned into a video. Many VSLs are very basic-looking. They consist of Powerpoint slides being read out loud. Other VSLs are fancier and include lots of images, film clips, animation, etc.
In many cases, the simpler-looking VSLs are the most effective at making sales. This is because the KEY to a successful VSL (and any type of sales letter) is the strength of the copywriting.
A “fancy” VSL filled with slick graphics and animations may distract the viewer from what’s most important: the script. A well-written VSL script, using the principles of good copywriting, is designed to take the viewer (or reader) through a series of emotional steps.
You may be wondering whether you should create a VSL to pitch your product, or use a regular “text” sales letter. I would say that if you don’t mind putting in the extra effort to make a VSL, I’m pretty certain you will see better conversions.
Why are VSLs (in most cases) more effective than a text sales letter? It comes down to two big reasons:
1. With a VSL, you’re communicating your sales message in two ways at the same time: by making the viewer listen to it, and read it, at the same time. Your words and message have a much better chance of “sinking in.”
2. With a VSL, you’re forcing the viewer to consume your sales message at YOUR pace. They can’t fast-forward. They don’t have the option to “scroll through” the letter and go check the price at the bottom.
Now, bear in mind, these two things are going to ANNOY your viewer if your VSL is boring. No one is going to sit through a long, meandering video that doesn’t seem to be going anywhere. Especially not these days, when they can hop back over to Facebook or YouTube for instant entertainment.
This is why you need to learn about copywriting and craft your VSL script so that it grabs their attention, and KEEPS them paying attention…all the way up to the point where you mention your product and give them the “call to action” to purchase it.
The good news is, there is a proven “structure” that you can use. If you study the VSLs for some of the most popular product on Clickbank (and I suggest you do so), you’ll see that many of them follow a similar structure, or series of steps.
Don’t try to re-invent the wheel when it’s time for you to create your script! Model your script on other scripts that are obviously working well. It doesn’t matter what you are selling. The same basic rules of copywriting and persuasion apply, no matter what niche you are in.
So now I’m going to walk you through one of my own VSL scripts, step by step, and share a bunch of my most effective copywriting, sales and persuasion techniques.
No matter what niche you’re in, or the type of product you’re selling, you can apply many of these same tactics to super-charge your conversions.