Table of Contents
If you wish to generate extra leads at a fraction of the price, enhance your conversion charges, and develop your backside line, the video gross sales letter, or VSL, is usually a highly effective software so as to add to your advertising and marketing arsenal.
Video tends to be extra participating than textual content and is quick changing into the popular medium for customers to get data on a product earlier than they’re prepared to purchase.
That’s why we introduced copywriting and VSL skilled Arman Assadi into the studio to share his greatest suggestions for creating an efficient video gross sales letter. Because the co-founder and CEO of Challenge EVO, he’s uncovered what works by testing his VSLs in the true world. And the person is aware of tips on how to get world-class outcomes.
Actually, he holds the world file for essentially 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 consumers, and get even the coldest site visitors excited to drag out their wallets and purchase.
Desk of Contents
7 Suggestions for Scripting Your VSL
Ought to I take advantage of AI to put in writing my VSL?
Ask Your self: What Objective Will Your VSL Serve?
One of many greatest errors Arman sees folks 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 robust software for companies to make use of of their gross sales and advertising and marketing. However it’s solely highly effective when achieved with a selected intention 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.
Actually, Arman says a foul video can really be worse than unhealthy copy. As a result of, in contrast to unhealthy copy, customers can nonetheless skim and overlook the issues, you may’t “unsee” unhealthy video or “unhear” a foul script.
That’s why he tells all his shoppers to first think about the aim of their VSL.
Does it have to do all of the promoting? Does the video have to complement the copy on the web page? Does it have to push customers who simply took some motion to do one thing else?
3 Foremost Features of a VSL
In the event you’re caught, Arman says there are three essential 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 need to have a video along with textual content. It’s because folks 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 certain the identical message might have been conveyed as their well-known viral video did. The textual content can assist your message. However the video will help you show your product or encourage folks to learn on.
2. Substitute for Copy
Typically, it’s higher when you’ve got no textual content in any respect and simply depend on video. For instance, when you want a prospect to see a full presentation earlier than you may make your supply, to allow them to actually see the worth of what you may have, chances are you’ll need to keep away from textual content altogether. For this reason you will notice quite a lot of data merchandise offered and bought by webinars, reside classes, 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 relating to data and digital items, it’s important to actually promote the worth. It’s not at all times inherent within the product.
3. Further Touchpoint After Motion
Among the best instances to introduce a VSL is true after a person has taken some motion, like opting into a listing or buying a product. This will function a sample interrupt and a approach to have interaction with customers instantly 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 totally different variations of the above 3 classes of movies. However by no means begin a VSL with out realizing which of those you’re getting down to create. As a result of a video that helps copy could be very totally different from a video that should stand by itself, and each of these are vastly totally different from a video that acts as an extra touchpoint.
Determine your video’s goal 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 is dependent upon the problem of your determination.”
For instance, when you’re asking somebody to obtain a free report or video, you don’t want a 50-minute video. Actually, a shorter video can be quite a bit higher. Arman recommends 3-5 minutes or shorter for something that’s free.
As you progress up the ladder in worth, it is advisable lengthen your video accordingly. So, a $1,000 product would require a for much longer video than a $200 product, and so forth. One among 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 clients to drag out their bank cards and purchase.
It’s thought of a conversion-acceleration tactic as a result of it could possibly assist you create plenty of consumers for a lower-priced merchandise after which promote them issues afterward.
The Instruments and Gear You Have to Document a VSL
Arman at all times cautions folks to not be intimidated by the shiny manufacturing you may even see with different movies.
“The most important factor it is advisable get proper is the script. In the event you 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 achieved 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 when you don’t have them. Actually, Arman says that being genuine and real is far more vital than the props you embody.
That mentioned, when you’ve got quite a lot of assets and a giant manufacturing group, you may definitely use copywriting strategies to make your big-budget VSL even higher.
7 Suggestions for Scripting Your VSL
After writing VSLs which have generated 7+ figures in gross sales (many instances over), Arman has found some easy suggestions that will let you create high-converting VSLs quicker. Listed here are 7 of his fast suggestions and methods:
1. Repurpose gross sales web page copy
Whenever you’re writing a VSL, you don’t have to start out from scratch. Actually, the most effective copywriters will typically use the copy that’s already on the gross sales web page (or within the product) to get the bones of a VSL script achieved. This lets you create movies quicker and concentrate on making them sound genuine and real and never simply writing from scratch.
2. Give an actual CTA
The most important mistake folks make when writing VSLs is just not telling folks precisely what they should do. In the event you go away it to likelihood, it should by no means get achieved. So when 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 by precisely what must occur. Arman says being express in a VSL is an instantaneous approach to get a enhance in gross sales.
3. Get the prospect of future-pacing (imagining themselves sooner or later)
Whenever 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 could be prefer to not have to consider _____.” These phases future-pace the viewer and make them take into consideration a life that’s higher along with your product in it.
4. A nod to a metamorphosis
There’s a motive weight-loss corporations at all times embody earlier than and after pictures of their advertising and marketing. They work. Individuals like to see examples of dramatic transformations. So the extra you may embody 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 obscure. It needs to be so particular that the reader can’t NOT visualize it of their thoughts. So don’t say “learn to get a job” in your video. As an alternative, say one thing like, “Get up to an inbox flooded with job gives.” One falls flat. The opposite brings photographs to your thoughts.
6. Take away threat
Regardless that customers not often use them when the product is top of the range, ensures are an vital a part of any VSL as a result of no one desires to really feel like a idiot and make a foul determination. As an alternative of letting that worry cease folks from performing, it’s best to talk the truth that there isn’t any threat to your clients. Professional tip: Show how straightforward it’s to reap the benefits of the assure in your VSL.
7. Filter objections
The job of a VSL is to push folks to take motion, however inevitably there shall be issues that maintain folks again. These are known as objections, and a well-crafted VSL will reply them. A few of the commonest objections are round money and time, however others shall be particular to your product. So it’s best to determine essentially the most generally requested questions and reply them in your VSL.
The following pointers and methods are why folks 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: Methods to Write a Gross sales E-mail That Converts
Ought to I take advantage of AI to put in writing my VSL?
Sure, but additionally no.
As we now have touched on earlier than in different articles surrounding AI and enterprise, AI instruments may be extremely highly effective, however that doesn’t imply it’s best to allow them to do the entire heavy lifting.
For instance, it may be tempting to generate a video script by AI, a speech AI software, and even a video AI software to generate your VSL rapidly and with minimal effort.
However when you don’t add your personal persona to your VSL, how are you anticipating your potential shoppers to spend money on your companies? As a result of when many consumers 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 give you concepts for what it’s best to embody in your script and what it’s best to think about when creating the video, reminiscent of lighting concepts of physique form and so forth, and something in between.
AI writing instruments can play an vital position within the creation of your VSL, however they need to nonetheless stay an understudy to your essential character vitality.
Make Your VSL Stand Out
VSL is the key behind a few of Arman’s greatest campaigns. And if you wish to generate extra leads, clients, and income for what you are promoting, VSLs can play a giant position in any gross sales plan. Use the following pointers and methods to create your first (or subsequent) VSL right now. 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.
—
This text was up to date with assist from Graeme Whiles.
The submit Methods to Create a Video Gross sales Letter (Suggestions and Methods from a 7-Determine Copywriter) appeared first on Foundr.
