Video Sales Letters are a powerful marketing tool. Previously, letters were the only means of reaching potential unavailable customers, but this isn’t the case with video sales letters. According to Wyzowl 91% of marketers feel video is more important for brands in light of the coronavirus pandemic.
What is a video sales letter?
Video sales letters, also known as VSL, are a different type of sales where you create videos designed to convince a viewer to purchase a product or service. The purpose of a VSL is the same as a typical letter in the sense of persuading the target audience.
Why is a video sales letter better than a typical letter?
Customers are more likely to watch a video sales letter because it’s targeted to a specific interest, and they can watch it at their convenience. People who are searching for information about your product or service will particularly benefit from this. In addition, the customer can analyze your offer while watching your video, which aids them in deciding whether to buy from you or not.
4 Steps to creating a video sales letter
So you want to get started making your VSL, the following tips will walk you through the process of making a video sales letter.
1. Understanding your audience
You should have a clear idea of who your audience are, what your offerings solve for them, and what they need to see and hear to understand the value of your product or service.
2. Writing your VSL script
First, write your video sales letter script so you can go back and fix anything you don’t like or add to it. Also, you can ask other employees for their opinions and see what they would do and compare what would be the best option. The key to writing a script is first to identify the client’s problem and then tell them you have a solution. Next, you tell them how your solution is the best way to solve the problem, and finally, you reinforce that you have the answer to their problem.
3. Putting your video together
Now you have your script ready, it’s time to create your video sales letter.
Here are a few things to look at before starting.
What purpose will this video serve? Where and when will it be used? How much will it cost? What will the video look like? These are all questions you may think about, but this is why we plan early, so it leaves no faults in creating your VSL. As a first step, you’ll need to figure out when and where this video will be used. For example, if the video was on your website landing page, you might not want to use a date as the video might still be available past that date.
The second point is style; what look and feel would you like the VSL to have? Who is your intended audience? these are questions you want to think about when creating the style of your video. Last but not least, the budget. Give priority to what you need over what you want. It might be nice to have cool editing, but do you need it? Does it justify the extra cost?
The key aspect to remember is that VSL is a direct response, which means that hopefully, someone will act immediately following their viewing of your video. So, you must have a follow-up plan in place to help them to solve their problem. It might be a call to action or link under the video showing all the ways they can contact you, or a lead magnet under the video that connects to an automated email telling them how you will contact them to help them solve their problems.
How long should my VSL be?
It is not set in stone what the length of a VSL should be; some are longer than others with less video content. The length of a VSL depends on how much information and content you want to give your audience about your product or service and how much they can handle at one time. Your VSL must be compelling, super-benefit-driven, problem-solving, interesting, informative, and entertaining to keep the attention of your audience. According to Oracle Blogs, the average attention span is about 8 seconds, so you must catch your audience’s attention in those 8 seconds.
The use of video sales letters is an excellent way to promote products and services that engage customers on an emotional level and illustrate how these products can change their lives. The best video sales letter will keep the audience engaged and persuade them that they need your product or service.