Methods to Create a VSL: Suggestions and Tips from a 7-figure Copywriter


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 software so as to add to your advertising arsenal.

Video tends to be extra partaking than textual content and is quick turning into the popular medium for customers to get information 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 co-founder and CEO of Mission EVO, he’s uncovered what works by testing his VSLs in the true world. And the person is aware of the best way to get world-class outcomes.

Actually, he holds the world report for probably the most profitable crowdfunded planner of all time—elevating larger 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 patrons, and get even the coldest visitors excited to tug out their wallets and purchase.

Desk of Contents

That’s why he tells all his purchasers to first take into account 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 Most important Capabilities of a VSL

In the event you’re caught, Arman says there are three fundamental capabilities 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 would possibly need to have a video along with textual content. It’s because individuals would possibly 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 as their well-known viral video did. The textual content can assist your message. However the video may help you display your product or encourage individuals to learn on.

2. Alternative for Copy

Typically, it’s higher in case you have no textual content in any respect and simply depend on video. For instance, in the event you want a prospect to see a full presentation earlier than you may make your provide, to allow them to actually see the worth of what you’ve got, chances are you’ll need to keep away from textual content altogether. Because of this you will note numerous info merchandise offered and bought by way of webinars, stay periods, 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 provide. As a result of in relation to info and digital items, you need to actually promote the worth. It’s not at all times inherent within the product.

3. Extra Touchpoint After Motion

Top-of-the-line instances to introduce a VSL is correct after a consumer has taken some motion, like opting into a listing or buying a product. This could function a sample interrupt and a strategy to interact with customers straight in a extra private means.

Game changing advice buttonGame changing advice button

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 understanding which of those you might be getting down to create. As a result of a video that helps copy may 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.

Resolve your video’s objective 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 largest 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 depends upon the problem of your choice.”

For instance, in the event 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’s essential 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 all 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 prospects to tug out their bank cards and purchase.

It’s thought of a conversion-acceleration tactic as a result of it could actually allow you to create numerous patrons for a lower-priced merchandise after which promote them issues afterward.

The Instruments and Tools You Have to File a VSL

Arman at all times cautions individuals to not be intimidated by the shiny manufacturing you might even see with different movies.

“The largest factor it’s essential 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 digital camera.”

Many webinars have carried out 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 in the event you don’t have them. Actually, Arman says that being genuine and real is far more vital than the props you embody.

That stated, in case you have numerous assets and a giant manufacturing crew, you’ll be able to 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 below are 7 of his fast suggestions and methods:

1. Repurpose gross sales web page copy

Once you’re writing a VSL, you don’t have to start out from scratch. Actually, 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 carried out. This lets you create movies quicker and concentrate on making them sound genuine and real and never simply writing from scratch.

2. Give a precise CTA

The largest mistake individuals make when writing VSLs shouldn’t be telling individuals precisely what they should do. In the event you go away it to probability, it would by no means get carried out. So in the event you’re promoting a product, inform them to “click on the yellow button beneath the video and enter fee particulars on the subsequent web page.” In different phrases, stroll the prospecting step-by-step by way of precisely what must occur. Arman says being express in a VSL is an prompt strategy to get a enhance in gross sales.

3. 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 wouldn’t it 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.

4. A nod to a change

There’s a motive weight-loss corporations at all times embody earlier than and after pictures 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.

5. Be particular

You by no means need your copy to be imprecise. 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 provides.” One falls flat. The opposite brings pictures to your thoughts.

6. Take away danger

Regardless that customers hardly ever use them when the product is top of the range, ensures are an vital a part of any VSL as a result of no person needs to really feel like a idiot and make a foul choice. As an alternative of letting that concern cease individuals from performing, it’s best to talk the truth that there is no such thing as a danger to your prospects. Professional tip: Reveal how straightforward it’s to make the most of the assure in your VSL.

7. Filter objections

The job of a VSL is to push individuals to take motion, however inevitably there shall be issues that maintain individuals again. These are known as objections, and a well-crafted VSL will reply them. A number of the most typical objections are round money and time, however others shall be particular to your product. So it’s best to establish probably the most generally requested questions and reply them in your VSL.

The following tips and methods are why individuals 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 Electronic mail That Converts

Ought to I take advantage of AI to jot down my VSL?

Sure, but in addition 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 all the heavy lifting.

For instance, it may be tempting to generate a video script by way of AI, a speech AI software, and even a video AI software to generate your VSL shortly and with minimal effort.

However in the event you don’t add your personal character to your VSL, how are you anticipating your potential purchasers to spend money on your companies? As a result of when many purchasers 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 provide you with concepts for what it’s best to embody in your script and what it’s best to take into account when creating the video, akin to 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 fundamental character vitality.

Make Your VSL Stand Out

VSL is the key behind a few of Arman’s largest campaigns. And if you wish to generate extra leads, prospects, and earnings for what you are promoting, VSLs can play a giant position in any gross sales plan. Use the following tips and methods to create your first (or subsequent) VSL right this moment. 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.

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