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Video sales letters can help your business increase the number of leads or sales you get almost overnight. In the direct mail days, “sales letters” were the ultimate marketing tool to land customers fast. As technology has developed, things have changed, and now video sales letters have, in many ways, replaced the traditional “sales letter.”
You can use a video sales letter (VSL) to sell a product or a service, and this can be a great tool to attract cold traffic that doesn’t even realize they have a need for your product or service. The reason is that a video sales letter aims to first help the viewer realize they have pain points, and then prescribe them a solution.
The hardest part of the video sales letter creation process is scriptwriting. Once you have the script, it’s super easy. All you have to do is read the words, have some slides to present and record your screen using a screen-recording software.This post will walk you through creating a script that sells your product or service to cold customers who have no idea who you or your company are.
First, start off with an attention-grabbing statement. Start with a sentence that will grab the viewer’s attention and get them to focus on you. Typically, this could be a bold claim or promise, and you’ll want to call out your target market.
Explain the problem and why it’s a big one. In this sentence, you’ll want to explain to your niche the problem they have and why it’s something they can’t ignore.
Explain why the problem is worse than they think. This is where you can push the problem more and talk about the consequences of having this problem. You’ll want to explain how this problem doesn’t just affect your viewer, but also the people they care about. This is a great way to make them realize that this problem is worse than they thought.
Make the problem hit them on an emotional level. You’ll want to explain to them what’s going to happen if they don’t fix this problem now. At this point in the VSL, the viewer is fully aware they have a problem and now has the desire for a solution.
Introduce the solution. This is when you show the viewer what you’ve created to solve their problem.
Build credibility with your viewer. Now, the viewer may be excited to learn about the solution you have, but you have to explain why you and your company are credible.
Show them proof. The next part of your script is when you demonstrate and prove to the viewer that your solution really works. I find that the best way to do this is to show them testimonials and case studies of your success stories. You can use stats, screenshots of results or whatever you need to showcase what your company has accomplished.
Make them an offer they can’t refuse. Start to reel off the best things they will get from your product or service. Go into more of the benefits than features.
Create an urgency to act now. I find that the best ways to get someone to take action now are to give them a limited-time offer that will expire or offer bonuses. Bonuses work like magic if you can position them to be worth more than your offer itself. Old-school infomercials have been doing this for years.
Go for the close. Tell them what you want them to do, which is to buy now and not miss out on the limited-time offer or bonuses you’ve offered them.
End with a testimonial rush. Show them success story after success story to help push those who are still on the fence over the edge.
This is the exact script structure that I’ve used for my companies as well as my clients, and it has produced high-paying clients and revenue. Follow this point by point to develop your own video sales letter