You've heard me say it before, copy is queen
and content is king, but no matter what form
of online marketing you're doing,
it is video that reigns supreme.
And in this tutorial, I'm gonna teach you how to write one
of the most effective sales tools there are,
video sales letters.
Keep watching.
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Hey, Posse, what's up?
It's Alex coming to you this week with a brand new video
that has been highly, highly, highly requested
from the posse for a long time.
And that is how to write video scripts.
But before we get into all of that, if you're new
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Now, it is no secret that video has been rising
in popularity over the years.
We're immersed in video content all day long,
thanks to things like TikTok and Instagram reels
and Facebook live, and of course,
the king of video, YouTube.
But video isn't just something that we as humans like
to consume for education and entertainment,
it's also something that we like to watch when it comes
to our buying decisions.
And here are some stats to prove it.
When asked how they'd most like to learn about a product
or service, 73% of people say they prefer
to watch a short video compared
to just 11% who would rather read a text-based article,
website or post.
And 88% of people say they've been convinced
to buy a product or service after watching a brand's video.
And thanks to stats like this, business owners of all sizes
and in all niches have really started to take notice
and are beginning to incorporate more video
into their marketing efforts.
Which is great news for you if you're a copywriter,
because as consumers continue to demand more video content
from their favorite brands,
more and more businesses will need help creating them.
But before you get all gung-ho and add video writing
to your list of services, you better get familiar
with the different types
of video scripts there are out there.
Because there are a ton of ways
that you can use video to sell your products and services.
There are video ads, video case studies, welcome videos,
thank you videos, sales videos, short promo videos,
long webinars, and everything in between.
Basically,
anything you could write online could also be said
in a video.
And the way in which you'll write and structure each type
of video script will be slightly different depending
on the purpose and the context.
The form of video script that we're focusing
on today is a VSL or a video sales letter.
Now, for those of you who don't know,
a VSL is exactly what it sounds like,
a sales letter designed to persuade and convert an audience,
but in video format instead of a written format.
So a good VSL will still follow the same general flow
of a written offer and will include many
of the same elements,
but there are some very key differences
and I'll cover those in this video.
So with that, let's dive in.
Here are 5 steps to writing a high converting VSL
from scratch, starting with number one,
where and how is it being used?
So before you get started on the actual writing,
you need to consider the context
and placement of your video sales letter.
Is it gonna be a standalone VSL?
Something that needs to do all the selling by itself?
Or will it act as a supplementary support
to some written copy, maybe on a long sales page?
Is it an upsell, a downsell, or your primary offer?
How is your audience finding the VSL?
Is it via an email, a social post, a paid ad,
or maybe affiliate traffic?
How aware is your audience of your product or brand?
Is this the first time they're finding you
or have they heard of you before,
or maybe purchased from you before?
Just like with a written sales letter, all of this context
around your audience and campaign is extremely important
to have before you start writing
so you know what the user is experiencing
on the page and how long your VSL should be.
And this seems to be the number one question that I get.
Everyone wants to know, "Alex,
how long should a VSL really be?"
And the answer, of course, like everything is,
it really depends.
It depends on a variety of factors,
like how complex your offer is, how aware your audience is,
how expensive your product is, or what the end goal is.
For example, if you're selling a $7 product,
then you probably don't need a 20-minute VSL.
But if you're selling a $5,000 service,
then you might need some more information
to persuade that person to make the purchase.
But no matter what, always, always,
always follow the golden rule of copywriting,
it should be as long as it needs to get your point across,
no longer, no shorter.
But this does lead me to the very first key difference
between a written and a video sales letter.
In a written sales letter, people can scroll ahead,
they can skim and they can explore the page.
They can jump ahead to the price and then jump back.
They can click around.
They cannot do this with a standalone VSL.
They either watch it or they leave,
so you really don't wanna risk losing their attention even
for a split second.
Which brings me to number two,
what's the core problem and benefit?
So the very first thing you need to do
in your VSL is capture the attention of your ideal client,
and the faster you can do it, the better.
And this is the second key difference between a written
and a video sales letter.
In a written video sales letter,
the headlines hold a lot of weight
because they decide if the reader continues to read at all.
And they are written in a way to grab attention visually
by someone reading it.
In a VSL though, it's the first sentence or opening line
of your video that holds all the weight,
and it really needs to grab attention in a whole other way.
It needs to be done conversationally
as if you're speaking to your customer.
And of course, there are many ways that you can do this.
One of the most effective ways to do this is
to clearly call out your audience's core problem.
So you can do this by leading in
with a really compelling story,
something that really grabs attention,
or by asking a question you already know the answer to like,
"Hey, do you wanna get paid to write?"
"Do you wanna learn how
to write a high converting sales page?"
"Do you wanna master the secrets of email marketing?"
Each of those questions, of course,
is completely rhetorical, but they serve
as a great way to open your VSL and get straight
to the primary problem that your audience is facing
and what they're hoping to achieve.
So this helps them immediately self-select
and think, "Yes, I absolutely need to pay attention
to this video."
Now, another way you could do this is
by simply calling out the biggest benefit.
So for example,
"If you wanna ignite your copywriting business
in just 8 weeks, if you wanna learn
the highly sought-after copywriting skills
and marketing secrets
that businesses are looking for right now,
if you wanna have a complete portfolio
that potential clients will find absolutely irresistible.
If you wanna turn your passion for writing
into a real life business..."
You get the point, right?
And you can see how using those
"If you" statements really help clearly communicate
who I'm talking to and what the offer is all about.
So next up, you wanna pivot
to number three, what's the solution?
Alright, so you've called out the audience.
You've captured their attention.
You've helped them self-select and you've hooked them
into listening to what you have to say.
The next thing you need to do is let them know
that there is in fact a solution
to the problem or problems that you just called out.
So this is where you can tell them,
"Hey, look, I do have something that can help you,
and here's how."
This is where you'll give them a rundown
of your offer and specifically how you
or your product or service can solve the big problem
that they're facing.
This is also a really great time to weave in a story
or a case study.
And this brings me to the next key difference
between a written and a video sales letter.
Unlike case studies or testimonials that are written
on a page in first person,
in a VSL, you are telling your customer stories
to your audience.
So it needs to be more conversational and free-flowing,
and you need to tell stories in a way
that continually opens loops and creates interest
to keep your audience listening
as you introduce your product or service.
And that brings me to the next steps.
Step number four, what's the big deal?
So just like in a written sales letter, in a VSL,
you need to go deeper than just the left brain.
Here's your problem and here's how I can help type of stuff.
If you wanna compel your audience to buy,
then you need to explain why your solution is
in fact the best solution for them.
So this means talking about your USP
or your unique selling proposition.
It means talking about the benefits of your solution,
and of course, not just the features.
It means showcasing why you are the authority
on this subject
and why you're the person they should buy from.
But that leads me to the next difference between a written
and video sales letter.
In a written sales letter,
you might list out the benefit bullets one
by one really visually.
You might include an authority bio written
in third person about yourself
or whoever created the product or service.
You might list out every single feature
and module and asset along with its value.
Whereas in a video sales letter, this all has to be done,
but it has to be done verbally,
which means you need to cut out the fluff
and make sure the copy flows very conversationally.
So make sure the script is structured
in an easy-to-read format
and add in any natural pauses and transitions.
And lastly, all good VSLs, or any copy for that matter,
must answer the question number five, what's the next step?
So after you get your prospects on board
with how your product or service will make them feel
and what their life could look like after buying,
next is when you wanna really juice up the offer
and make it irresistible.
This is where you can overcome objections, remove any risks,
throw in any last minute bonuses.
And of course, you'll wanna wrap it all up
with one very clear and concise call to action,
such as saying something like,
"And click the button below to enroll now."
But that brings me to the last key difference
between a written and a video sales letter.
So in a written sales letter, you may have one
or two buy buttons at the bottom of the page.
And that's because anyone who is looking
to purchase knows what to do.
They'll just quickly scroll down to the bottom
and hit the button when they're ready to buy.
In a VSL, you definitely don't wanna wait
until the very end to drop your first CTA
because most people will not make it that far.
So make sure you're dropping verbal calls
to action multiple times
throughout the script starting immediately
after you introduced the product and the offer.
Got it?
And there you have it.
My 5-step formula for writing a high converting VSL
and the key differences between writing a written
and video sales letter.
I hope you found this video helpful.
If you wanna see more tutorials on VSLs and other forms
of video script writing, leave me a comment below
and let me know.
And I will see you next week with a brand new video.
Until then, I'm Alex.
Ciao for now.
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Have you been hired to write a sales page
but can't stop staring at that blinking cursor
at the top of an empty document?
Well, ask your client these 5 questions and watch
as a high-converting sales page practically writes itself,
stay tuned.