In this article, we answer all your video sales letter questions plus share a tried and true formula for creating VSLs that really convert.
What is a video sales letter (VSL)?
A video sales letter is a marketing asset in video form that aims to persuade a target audience to purchase a specific product or service.
Originally, sales letters were a piece of direct mail — a physical letter, often 10+ pages long. The idea was that it replaced the door-to-door salesperson in selling potential customers on all the details and benefits of of a particular product.
While physical sales letters do still exist, today you’re more likely to see virtual versions, like a dedicated website or landing page, or the latest evolution in this form of marketing — the sales video.
Video sales letters replace written sales copy with a video exploring a problem, and introducing a particular product or service as the solution.
While sales letters are seen by some as a shady or hard-sell tactic, often the direct approach can actually produce great results. By learning certain key lessons, you can use video to make your sales pitch without turning off potential customers.
How to write a video sales letter: The winning formula
The basic video sales letter formula has eight key sections.
1. Grab attention.
Your opening should shock or surprise viewers. You want to grab their attention and hint at what’s to come.
2. Highlight the problem.
What problem does your audience face that your service or product solves? Highlight the issue here and use any facts, stats, or quotes to drive it home.
3. Speak to your audience on an emotional level.
Really drive home the importance of the problem or issue. Focus on the pain point, and relate to your audience by sharing an emotional story and detailing your personal experience with the problem.
4. Gently introduce your solution.
This shouldn’t be a hard sell. You want to show people you can help, without pushing too much.
5. Establish credibility.
Position yourself as a trustworthy authority. You can mention your credentials here, but try to avoid looking like you’re bragging.
6. Provide proof.
You can’t expect your viewers to simply take your word for it that your product works, you need to demonstrate it. You can do this with customer testimonials, statistics, before and after pictures — anything that will convince your audience.
7. Encourage action.
You’ve laid out the problem, introduced the solution, and provided proof — what do you want your viewers to do next? This is where you make your call to action. (Bonus points if it’s a clickable call-to-action button.)
You can also incentivize or create scarcity. Bonuses, discounts, limited availability, or a limited time offer can all help convince buyers to act now.
8. Summarize.
Close by summarizing the benefits of your product or service, and reinforce the reasons viewers should buy now. You want to briefly reiterate the action you want them to take, and why, where, and how to do it.