If you wish to generate extra leads at a fraction of the fee, improve your conversion charges, and develop your backside line, the video gross sales letter, or VSL, is usually a highly effective device so as to add to your advertising 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 knowledgeable Arman Assadi into the studio to share his finest suggestions for creating an efficient video gross sales letter. Because the cofounder and CEO of Undertaking 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.
In truth, 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 to generate tons of leads, convert browsers into consumers, and get even the coldest site visitors excited to tug out their wallets and purchase.
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 device for companies to make use of of their gross sales and advertising. However it’s solely highly effective when accomplished with a selected purpose in thoughts. Simply flip in your digital camera and recording the primary 60 seconds of no matter involves thoughts won’t provide the next-level outcomes you need from the video.
In truth, Arman says a nasty video can really be worse than unhealthy copy. As a result of in contrast to unhealthy copy that buyers can nonetheless skim and overlook the failings, you’ll be able to’t “unsee” unhealthy video or “unhear” a nasty script.
That’s why he tells all his shoppers to first contemplate the aim of their VSL.
Does it must do all of the promoting? Does the video must complement the copy on the web page? Does it must push customers who simply took some motion to do one thing else?
3 Essential Capabilities of a VSL
Should you’re caught, Arman says there are 3 predominant features a VSL serves:
1. Complement to Web page Copy
In case your product would actually profit by an indication or is a bodily good, you may wish to have a video along with textual content. It’s because folks may really want 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 may have been conveyed what their well-known viral video did. The textual content can help your message. However the video may help you reveal your product or encourage folks to learn on.
2. Substitute for Copy
Typically, it’s higher you probably have no textual content in any respect and simply depend on video. For instance, for those who 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’ve got, it’s possible you’ll wish to keep away from textual content altogether. For this reason you will note lots of data merchandise offered and bought via 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 with regards to data and digital items, it’s a must to actually promote the worth. It’s not at all times inherent within the product.
3. Further Touchpoint After Motion
Top-of-the-line occasions to introduce a VSL is true after a consumer has taken some motion, like opting into a listing or buying a product. This will function a sample interrupt and a strategy to have interaction with customers instantly in a extra private manner.
How Do You Know Which Is Proper For You?
“Check!” says Arman. He encourages each enterprise to check completely different variations of the above 3 classes of movies. However by no means begin a VSL with out realizing which of those you might be getting down to create. As a result of a video that helps copy could be very completely different than a video that should stand by itself. And each of these are vastly completely different from a video that acts as a further touchpoint.
Resolve your video’s goal from the beginning, after which you’ll be able to 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?” And the reply is, “It relies upon!” Arman says, “The size of your VSL is dependent upon the problem of your resolution.”
For instance, for those who’re asking somebody to obtain a free report or video, you don’t want a 50-minute video. In truth, a shorter video could be lots higher. Arman recommends 3-5 minutes or shorter for something that’s free.
As you progress up the ladder in worth, you could lengthen your video accordingly. So a $1,000 product would require a for much longer video than a $200 product, and so forth. One in every of 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 (sometimes between $7-$49) designed to entice prospects to tug out their bank cards and purchase.
It’s thought-about a conversion-acceleration tactic as a result of it might probably enable you create numerous consumers for a lower-priced merchandise after which promote them issues afterward.
The Instruments and Tools You Must File 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 you could get proper is the script. Should you nail that, your VSL will be easy. You are able to do slides, screencasts, simply use your laptop webcam. And even simply flip in your smartphone digital camera.”
Many webinars have accomplished in extra of seven figures with nothing greater than textual content and slides.
The purpose is, don’t let finances and instruments intimidate you, particularly for those who don’t have them. In truth, Arman says that being genuine and real is far more necessary than the props you embody.
That stated, you probably have lots of assets and a giant manufacturing staff, you’ll be able to actually use copywriting methods to make your big-budget VSL even higher.
Ideas for Scripting Your VSL
After writing VSLs which have generated 7+ figures in gross sales (many occasions over), Arman has found some easy suggestions that permit you to create high-converting VSLs sooner. Listed here are 7 of his fast suggestions and tips:
- Repurpose gross sales web page copy. Once you’re writing a VSL, you don’t have to begin from scratch. In truth, one of the best copywriters will usually use the copy that’s already on the gross sales web page (or within the product) to get the bones of a VSL script accomplished. This lets you create movies sooner and deal with making it sound genuine and real and never simply writing from scratch.
- Give an actual CTA. The most important mistake folks make when writing VSLs shouldn’t be telling folks precisely what they should do. Should you depart it to likelihood, it’ll by no means get accomplished. So for those who’re promoting a product, inform them to “click on the yellow button beneath the video and enter cost particulars on the following web page.” In different phrases, stroll the prospecting step-by-step via precisely what must occur. Arman says being express in a VSL is an prompt strategy to get a increase in gross sales.
- Get the prospect of future-pacing (imagining themselves sooner or later). Once 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 might be wish to now 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.
- A nod to a change. There’s a cause weight-loss firms at all times embody earlier than and after photographs of their advertising. They work. Folks like to see examples of dramatic transformations. So the extra you’ll be able to embody examples of transformation—within the type of tales, testimonials, or demonstrations—the higher.
- Be particular. You by no means need your copy to be imprecise. It must 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 a substitute, say one thing like “get up to an inbox flooded with job affords.” One falls flat. The opposite brings pictures to your thoughts.
- Take away threat. Although customers hardly ever use them when the product is top of the range, ensures are an necessary a part of any VSL as a result of no person desires to really feel like a idiot and make a nasty resolution. As a substitute of letting that worry cease folks from performing, it is best to talk the truth that there is no such thing as a threat to your prospects. Professional tip: Reveal how straightforward it’s to benefit from the assure in your VSL.
- Filter objections. The job of a VSL is to push folks to take motion, however inevitably there can be issues that maintain folks again. These are referred to as objections, and a well-crafted VSL will reply them. Among the commonest objections are round money and time, however others can be particular to your product. So it is best to establish essentially the most generally requested questions and reply them in your VSL.
These suggestions and tips are why folks like Neil Patel, Lewis Howes, Jason Silva, Lori More durable, 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 Electronic mail That Converts
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, prospects, and earnings for your corporation, VSLs can play a giant position in any gross sales plan. Use the following tips and tips to create your first (or subsequent) VSL immediately. 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.
