What is Video Sales Letter and How To Create A Compelling VSL?

Utkarsh Jaiswal
Utkarsh Jaiswal
Copywriter, Content Writer

We all know that copy is queen and content is king! 

But no matter what form of business you’re doing, it’s a video that reigns supreme!

There’s no denying that video’s popularity has been on the rise in recent years- with 73% of people saying they would rather watch a short video than read a text-based article (compared to only 11%). 

Not to mention, 88% of people have said they’ve been convinced to buy a product or service by watching a brand’s video. With statistics like these, it’s clear that incorporating videos into a marketing strategy is more critical than ever.

Now, “video content” can take many different forms, including video ads, video case studies, welcome videos, sales videos, long webinars, and more.

But when it comes to video content that sells, it doesn’t get any better than the VSL or video sales letter.

This article will provide you with valuable insights on what is VSL and how to effectively utilize this rapidly growing sales and marketing tool.

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Table of Contents:

    What is a VSL (Video Sales Letter)?

    A video sales letter (VSL) is a video that serves as a sales pitch, much like a written sales letter. It combines the power of a persuasive sales letter with engaging visuals and animation to create a compelling sales pitch that encourages viewers to take action.

    By using a mix of alluring visuals, audio, and animation, a VSL can grab viewers’ attention and deliver a compelling message that drives conversions and sales.

    A VSL almost forces your customer to read every word of your sales letter.

    Why do Video Sales Letters Drive More Lead?

    It's worth noting that videos can help you connect emotionally with your viewers. Facial expressions, tone of voice, and sound played in the background all contribute to this.

    Another factor worth mentioning is that you don't need to spend a huge budget to create a good VSL. Mainly, you need your smartphone and edit it with affordable video editing software.

    BIGVU Teleprompter makes it easy for you to create a persuasive VSL without memorizing your script. Speak directly to your audience, looking confidently into the camera as the text automatically scrolls on the screen.

    How to Create a High-Converting Video Sales Letter (VSL) to Explain Your Business?

    While it's true that anyone can create a video sales letter, the only way to gauge its efficacy is whether or not it leads to sales or conversions.

    So here are 5 steps that let you create a winning video sales letter to explain your business, product, or service-

    Determining Where and How The Video Will Be Used

    So, before writing an actual video sales letter, you need to think about where it will go and what role it will play.

    For example, will it be a standalone video sales letter (VSL) that needs to do all the selling by itself? Will it be used as an upsell, down-sell, or primary offer? Or will it be an additional support to written copy- like on a long sales page? 

    Further, it would be best if you clarified where your audience will find this VSL. Will it be via email, a social post, a paid ad, or affiliate traffic?

    The next step is understanding how much your target audience knows about your product or brand. Are they coming across your business for the first time, or have they heard of you before? Maybe they’ve even purchased from you in the past.

    Just like with any other sales letter, it’s essential to understand the context around your audience and campaign so that you can create a winning sales letter.

    Calling Out The Core Problem and Benefit

    The most important thing to consider in your VSL is to get your customer’s attention. The faster you can do that, the better.

    In a VSL, the first sentence or opening line is crucial. Here you've got the opportunity to create a compelling hook. You need to phrase it conversationally as if you're directly speaking to your customer. 

    One of the most effective ways to do this is to call out your audience's core problem clearly.

    A great way is by describing a compelling story or asking a rhetorical question that your audience is already thinking about, such as: "Do you want to learn the hidden secrets of writing a compelling video sales letter?"

    By asking rhetorical questions, you’ve got an opportunity to grab your audience’s attention immediately and get straight to the heart of the matter.

    Another way you could do this is by simply calling out the biggest benefit. For example, "If you're looking to create an engaging video, then..."

    "If you" statements like this are incredibly effective for communicating with your audience and making it clear what your offer is all about. This kind of language allows your audience to immediately decide and think, "Yes, I should pay attention to this video."

    Explaining The Solution

    Now that you've called out your audience and captured their attention, it's time to let them know about the core solution to the problem you just discussed. This is where you'll give them a rundown of your offer and explain how your product or service can solve their problem.

    It's essential to do this in a conversational and free-flowing way that continually opens loops and creates interest. It keeps your audience listening and engaged.

    Highlighting Your Unique Selling Proposition

    If you want to amplify the chances of your audience buying from you, you need to explain why your product or service is the best solution for them. Focus on highlighting the unique selling points and benefits rather than just the features of your solution. 

    This will help you establish your authority on the subject and show your audience why you’re the only person they should buy from.

    Also, ensure your video sales letter is structured in an easy-to-read format with natural pauses and transitions.

    Making an Irresistible Offer

    Now that you've convinced your customer that your product or service is a good fit, it's time to make the offer irresistible. You can do this by overcoming customer objections, removing risk factors, and adding last-minute bonuses.

    And, of course, wrap it up with one clear call to action.

    Best Templates for Video Sales Letters

    With BIGVU’s editable video templates, creating video sales letters has never been easier. You can easily record any VSL and style it to match your branding with our video landing page templates.

    Our templates allow you to create your own video page in seconds, with effective video emailing, branding customization, and one-click call-to-action features. 

    There are four templates that you can use to create sales letter examples and share your video sales letter with your potential customers or clients-

    • Call To Action Template- The Call to Action Template can be a great way to attract prospective customers or promote your business to potential leads. By providing a clear and concise call to action, you can encourage people to take the next step with your business.
    • Video Profile Template- The Video Profile template is a great way to show off your showreel and personal brand in auditions and job applications.
    • Headline Template- You can use the Headline template to promote your videos on social media platforms for maximum reach and engagement.
    • Vlog Template- You can use the Vlog template from BIGVU to add a video blog to your website, which is a great way to show off your personality and build a connection with your audience.

    Plus, with these video templates, your prospects can take the next steps, such as making a purchase, following you, or contacting you with one click while watching your video sales letter.

    In fact, you can share your VSL through video emails or message videos with a single click.

    How to share your VSL with BIGVU video landing pages

    So why wait? 

    Get started today for free and see the results for yourself!

    Video Sales Letter Script Generator

    With BIGVU, you can create a personalized sales video script based on your recipient’s description or LinkedIn Profile. Connect with future clients in a way they will never forget. Utilizing video is a highly effective method for building trust and capturing attention. However, is there a way to ensure that it feels genuinely personal without investing excessive time into crafting the video?

    We've got you covered at BIGVU. Just input the intended recipient's LinkedIn profile or summary into the AI Script Writer Generator. We can create a script for a sales pitch that perfectly matches your interests and needs in just seconds!

    Now, you can easily record your script with complete confidence by using the Teleprompter, eliminating the need for endless retakes. Elevate the quality of your video with a wide range of video editing tools. Enhance your videos effortlessly with our user-friendly drag-and-drop interface. Easily add automatic captions, zoom, background replacement, and music to make your videos more engaging.

    Once your video is all set, you can easily share it with others through email or messaging, accompanied by an eye-catching thumbnail. Connect with your sales leads in a highly effective manner. Establish a strong rapport with potential customers and accelerate the growth of your business with our AI Video Sales Letter script generator.

    Final Thoughts

    Video sales letters, also known as VSLs, are an excellent marketing tool - now more than ever with the increasing popularity of online video.

    By filming their sales pitches, companies can reach a wider audience and promote their product or services more effectively. Done right, a VSL can effectively attract potential buyers and persuade them to buy your product or service.

    By creating a well-thought-out and compelling VSL, you can expand your customer base and increase sales and revenue.

    Frequently Asked Questions (FAQ)

    What is VSL in marketing?

    In marketing, VSL stands for “Video Sales Letter.” It refers to a marketing strategy that utilizes video content to convey a persuasive sales message to potential customers.

    VSLs are designed to engage and convince viewers through visual and auditory elements, making them a valuable tool in modern marketing campaigns. These sales videos often include storytelling, compelling visuals, and persuasive techniques to promote products or services and drive conversions effectively.

    Video sales letters have gained popularity due to their ability to capture and hold the audience’s attention, making them an essential component of many marketing strategies.

    How do you make a perfect VSL?

    The general rule of thumb is: determine the purpose of the VSL> state the problem you can solve>explain the solution to the problem>establish credibility>conclude with a call to action

    What is a VSL funnel?

    A VSL funnel is a video sales letter funnel. It's a marketing strategy that uses a video to tell a story and sell a product or service. The goal is to get the viewer to take action, which could be anything from signing up for a newsletter to booking a call with a sales rep.

    Does VSL work?

    If a video sales letter (VSL) is well-made and effectively communicates the value of the product or service being sold, it can be highly effective in driving sales.

    How long is a Video Sales Letter?

    The length of a video sales letter (VSL) can vary depending on factors such as the complexity of the product or service being promoted, the audience's attention span, and the specific marketing strategy of the company. However, VSLs typically range from around 10 to 30 minutes in length. Shorter VSLs, around 10 to 15 minutes, are often used for simpler products or services with straightforward value propositions.

    On the other hand, longer VSLs, around 20 to 30 minutes or even more, are commonly used for products or services that require more explanation or demonstration to fully convey their value.

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