Marketing Essentials: I guess you’re wondering how to write a video sales letter script that converts? The VSL is still working in 2022. But – you have to get it right by focusing on customer needs first!
Ever since Jon Benson invented VSLs and took the idea to Agora Financial in Baltimore, video sales letters have been producing and generating HUGE profits. Literally billions of U.S. dollars.
Here are seven (7) critical questions to ask yourself, in the planning phase. Before you start writing your VSL script. Orient yourself towards client wants and needs. NOT product-focused. NOT service-oriented. Most writers and companies get this wrong.
Questions: video sales letter script outline
Who is your potential customer?
Is your avatar Male / female and of what age? What social group, what income level, education and training? Most importantly, what are their specific interests? Target someone who is committed and serious about making a lifestyle change and solving a problem. Who is the typical avatar (ideal customer) that you are marketing to?
What complaints and pain points do they have?
What are their expressed problems? Do they feel hopeless and helpless? They may have some negative beliefs that are limiting them. Do they have outright wrong or erroneous beliefs? What are they sick of? What do they complain about? What do they feel that they have failed at? You can read comments on social media sites and on Amazon com to get real product or service complaints in their own words. These user comments are priceless pearls for the copywriter.
Increase the emotional impact. If you do nothing about this pain, it will get worse. Others will become affected. For example, family members may begin to suffer, too. Write so that the customer has to face up to his or her problem. Magnify the painful experience.
What product or service are you promoting?
A package offer that’s irresistible? A video training series? How is it unique? Relative to other products, why is it better at solving the problem and removing the customer’s pain? Your video sales letter script invalidates other, competing products in a subtle, believable way. It presents the best solution. It removes the pain. What related bonuses do you offer, to ‘sweeten the deal?’
What are its special features?
Differentiation of the product comes from its special features. Work these unique features into psychological benefits. For example, you offer “a more efficient and cheaper product, and that means, you will be able to save money and spend more time with your friends and family.” The product feature is turned into a product benefit.
Why you? Position yourself!
Here’s an opportunity to position yourself as a preeminent authority. How you became an expert. How you created a superior product. Your company is the leading provider of this solution. Nick Tubis, a Forbes Councils member, suggests that proof elements need to be shown. Proof such as testimonials, and case studies of your success stories. i.e. your stats. Nick says that screenshots work well. I agree. I recommend you read his article.
Future Pacing in your script
Invite the customer to imagine themselves 12 months, or 3 years in the future. “Imagine how you’d feel after just 12 months of using this far superior product. Your pain has disappeared. You wake up happy and ready to go for the day. Your partner and your family are so proud of you for facing up to and solving your problem.
You’re at the crossroads
You have a choice. You can either go on the same old path and get the same old, miserable results. Feel the same pains, discomfort, anxiety and helplessness. Feeling utterly powerless.
OR … you can think: “it doesn’t have to be this way.” You can try out our product for $1 at absolutely no risk to you. If it isn’t everything we say it is, and more, you can return it within 30 days. No questions asked. A strong guarantee can even give back more. This way, you are eliminating all the perceived risk. Remove the anxiety that inhibits a purchase action.
Fair enough?
This outline is how we approach video sales letter scripts. If you want to learn more about copywriting << check this information out. Just one condition. I want you to promise to read the whole page. (If you’re committed and serious).
Learn from the VSL Master:
Finally, Jon Benson teaches you just how VSLs have made over 12 billion dollars in the past ten years. No, that is not a misprint. Here’s Jon’s YouTube video series: “How to Write a Video Sales Letter: The Whys and Hows of Video Sales Letters.”
Geoff Dodd, Editor in Chief, Online Course Business School
