How to Write High-Converting Video Sales Letters
When it comes to high-converting video sales letters (VSLs), you might find yourself with more questions than answers.
Questions such as….
- Should I hire an actor to read the script?
- Will my VSL cause web traffic to exit the page?
- Is there a formula to make sure my VSL produces ROI?
With these uncertainties, VSL writing might seem like a lot of time and effort that’s not worth the end result.
No worries, because our professional copywriters have formed the recipe for high-converting video sales letters that pay off.
[Related: Low Converting VSLs: Is It Copy or Delivery? (Hint: It’s Not Delivery)]
Don’t write a VSL without a purpose.
Sounds like a no-brainer, but believe it or not, many small business owners begin copywriting without much thought to the purpose behind their words.
Writing VSLs serves as no exception.
Really think about the purpose behind your VSL.
Is it for lead generation?
Is it your core offer?
Are you selling a low-cost item so that prospects enter a buying mentality?
When you establish your VSL’s objective, you have a clearer sense of direction.
The video sales letter below provides an actionable and low-dollar deliverable.
The function is to sell an inexpensive but valuable item to prepare the customer to purchase a higher ticket item.
[Pro tip: Function and purpose does not rely only on lead generation and sales. It’s equally important to consider the emotional value and how you want the viewer to feel while watching the content.]
Figure out where the VSL falls in the sales cycle.
This is a biggie.
For many business owners, the VSL is the very last straw, but these sales tools are very beneficial in the middle of a sales cycle.
For starters, VSLs break up marketing monotony.
If you’ve been sending your list a series of white papers for the last few weeks, then it’s time to break the cycle of repetitive content.
While variety and surprise are stellar ways to ramp up sales, video sales letters also provide an ideal vehicle for your core offer.
The following example VSL is used to sell a complete, 6-month program.
Implement audience-centric storytelling.
No secret that it’s a simple human trait to engage with story. No matter how mediums change, we spend our entertainment time devouring stories in one way or another.
Imagine if a story was about your own pain and the benefits you seek. You’d pay attention, and so would your target market. (After all, you’re the expert on that very thing.)
When you accomplish that audience-centric mission in your VSL, your conversion rate rises.
What follows is a perfect example of storytelling that converts—specifically a story that describes how pets can bypass sickness.
Write in natural speech tones.
There’s a difference between the spoken word and the written word. What’s particularly tricky about VSL writing is that you’ve got to write in the tone of human speech.
And that’s difficult to do, as written and spoken rhetoric are wholly different animals. For example:
Written text: Scientific research shows consistently that vegetable intake curbs hunger, fights obesity, and decreases heart disease risks.
Spoken text: Ask any scientist, or any dietician, and they’ll all tell you the same thing: eat your vegetables. If you’re leaving them off your plate, then you’re not getting all those benefits. I’m talking about weight control, stopping hunger pangs, and beating heart disease.
See the difference? When in doubt, hire a professional.
Determine the appropriate length for your target market.
Alfred Hitchcock once said that a film’s length must coincide with the endurance on the human bladder.
He’s got a point there!
While there are certainly different principles between film and VSLs, too long equals low conversions.
Too short might not get the point across, especially when the content is focused on pain and frustration.
Really think about your target market, and what’s on their plate. Think about their pain, and what they need to hear.
Not sure? Split-test it.
Related: The Most Overlooked Split-Testing Variable
Formulas are great, but templates are meant to be broken.
Trademarks of great copywriting include…
- A focus on the audience, not on an individual.
- An understanding of pain and frustration.
- Storytelling techniques that captivate, compel, and convert.
- Developing strategies for speaking to very specific target markets.
But the caveat is that no two industries are alike, and a professional copywriter never forgets that.
If something isn’t working, but it’s part of the “plan,” it’s in your best interest to cut and replace that element.
Ready for a High-Converting VSL?
Work with our professional copywriters.