According to Wyzowl Video Statistics 82% of people have been convinced to buy a product or service by watching a video. This can give us a convienience, that Video Sales Letter is a great way to built Sales Funnel for your Digital Products (online course, coaching, mentoring, e-books).
Moreover, Wyzowl reported that 87% of video marketers say video has directly increased sales and 91% of people have watched an explainer video to learn more about a product or service.
In this article, we’ll dive deep into the world of video sales letters, exploring examples, best practices, and insider tips to help you create compelling VSLs that convert.
What is a Video Sales Letter?
A Video Sales Letter (VSL) is a video crafted to sell a product or service by employing the persuasive techniques found in traditional written sales letters, but in a video format.
A well-executed VSL combines the persuasive power of copywriting with the engagement of visual and auditory elements, creating a multi-sensory experience that captivates your audience and drives them to action.
You can encounter video sales letters on website homepages, landing pages, linked within emails, on sales pages, or as part of video advertisements. The goal of an effective VSL is to compellingly drive the audience to respond to the call to action.
Why Video Sales Letter Works for Online Courses
The visual nature of video allows you to give potential students a taste of your course content, establishing your presence as an instructor and building trust. You can break down complex course structures or concepts into digestible, engaging content. Perhaps most importantly, video allows you to convey your passion and enthusiasm, creating an emotional connection that’s crucial for course sales.
To wrap things up, VSLs are effective to sell online courses. Your Potential Customer can:
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- See Your Course Content
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- Get To Know The Instructor
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- Taste How You Teach
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- See Combined Testimonials in a Video
Last but not least: Good VSL Generates Emotions Which Leads To Purchase.
Video Sales Letter Example #1
To truly grasp what makes a course VSL effective, let’s analyze some real-world examples.
Product Launch Formula
Jeff Walker’s Product Launch Formula VSL is a masterclass in long-form video sales letters. To see the sales funnel, you have to provide your email and then magic happen.
After signup, Walker clearly identifies the challenges of launching products online, builds credibility by sharing his personal journey, and positions his course as a step-by-step formula for success. He incorporates numerous case studies and testimonials, which is particularly effective for high-ticket courses where building value and overcoming objections is crucial.
Let’s deep dive into the sales funnel. When you sign-up, you can see only “Value Before Reveal” Section on the platform. The rest are blocked. Next sections appears available each day.
DAY 1 – Value Before Reveal
The first lesson starts with a personal Walker’s story to establish a connection, highlighting the difficulties of selling online in the past compared to now. It then identifies the current problem: increased competition due to the ease of setting up online stores. The author emphasizes the importance of teaching as a marketing strategy to build authority, trust, and likeability. By providing valuable information, sellers can demonstrate their expertise and positively impact their audience’s lives before asking for a sale.
The text concludes with a call to action, encouraging readers to think about what they can teach their audience to show value. It also teases further valuable content in the next part of the training, maintaining engagement and guiding the audience toward a purchase. This structured approach effectively moves potential customers through the sales funnel by connecting with them, identifying problems, offering solutions, educating, and building credibility through examples.
Here is one of the testimonials which proves that the product or service is working, and real people used it to earn more money.
Source: https://productlaunchformula.com/launchquickstart/value-before-reveal/
DAY 2 – Desire Before Availability
In Day 2 of Training, the lesson begins with a relatable house hunting scenario to capture attention and create a connection with the reader. It then introduces the concept of “Desire Before Availability,” explaining how building anticipation and desire for a product before it becomes available shifts the focus from price to excitement. This approach is likened to strategies used by major brands like Apple and car companies.
The author emphasizes the importance of withholding the price to build demand, illustrating this with examples from different industries. The text explains that by teaching and sharing valuable content during the prelaunch phase, sellers can keep their audience engaged and excited about the upcoming product.
And as always – Testimonial! 🙂
Real-world examples are provided to demonstrate the effectiveness of this strategy – how Amy Small engaged her audience months before her Knitalongs launches, involving them in the product creation process to build anticipation.
Source: https://productlaunchformula.com/launchquickstart/desire-before-availability
DAY 3 – Law of Limited Supply
You have to sign up and wait 3 days to see this content!
DAY 4 – How to Launch
You have to sign up and wait 4 days to see this content!
The Sales Funnel Summary
This sales funnel consist of more things than just one VSL, but definitely VSL play a crucial role in entire sales process. This multi-faceted approach allows Walker to build trust and demonstrate value over time, rather than relying on a single point of contact to make the sale. It’s a strategy that’s particularly well-suited to selling high-ticket items like comprehensive online courses, where potential students often need multiple touchpoints before making a purchasing decision.
Video Sales Letter Example #2
Client Acquisition System
Frank Kern use Video Sales Letter (VSL) for his “Client Acquisition System” product. The sales funnel starts from sign up, where you need to provide an email.
Then, you are redirected to a automated webinar system (which is still a pre-recorded video) and we can think about it as a VSL.
Frank use scarity from the begining of the sales funnel.
Just after sign-up, you see “DO NOT LEAVE THIS PAGE”.
After you jump-in into pre-recorded webinar, it’s clearly stated that is a recording, but you can ask questions in Q&A. At the begining of the recording, you can see a few topics which grabs attention “The single most PROFITABLE thing that’s working with email (…)” and convenience to watch the video till the end.
If you want see the full VSL, just register here.
Why VSL Work for Mentoring or Coaching
Video Sales Letters (VSLs) are highly effective for selling High-Ticket Products e.g. mentoring or coaching services because they use visual and auditory communication to connect with potential clients on a deeper level.
A VSL allows potential clients to see and hear you, giving them a sense of your personality, style, and approach. This personal touch helps build trust and rapport even before the first session. Through a VSL, you can showcase your knowledge and experience in action. Providing valuable insights or quick tips demonstrates your expertise, giving potential clients a taste of what they can expect from your mentoring or coaching.
Mentoring and coaching processes can sometimes be abstract or difficult to explain in text alone.
With a VSL, you can visually break down your methodology, making it easier for potential clients to understand how you work and what they can expect from the experience.
Video allows you to convey passion and enthusiasm for your work in a way that text cannot. This emotional connection is particularly important in mentoring and coaching, where clients need to feel inspired and motivated to make changes in their lives or careers.
In a VSL, you can anticipate and address common concerns or objections that potential clients might have about mentoring or coaching. Seeing you speak to these issues directly can be more reassuring than reading written responses.
Video is an excellent medium for sharing testimonials or case studies from previous clients.
Seeing and hearing real people talk about their transformations can be incredibly powerful in convincing potential clients of the value of your services.
A well-produced VSL can enhance your professional image, showcasing you in your element and potentially featuring any relevant credentials, awards, or media appearances.
For high-ticket mentoring or coaching services, a VSL can create a sense of exclusive access to your expertise, making potential clients feel like they are getting a personal invitation to work with you.
Video Sales Letter Script
Before you write a single word, immerse yourself in your target audience’s world. What are their deepest desires? What keeps them up at night? Use tools like surveys, social media listening, and customer interviews to gather insights.
The Hook That Can’t Be Ignored
Your opening lines can make or break your VSL. It should generates a curiosity or grabs attention. Start with a powerful opening this could be a surprising statistic related to your course topic, a challenging question that makes viewers reflect on their current situation, or a bold statement about the transformation your course offers.
Example 1: If you watch this video, you will see the single most PROFITABLE thing that’s working with email.
Example 2: Are you tired of courses which only present basics and fundamentals?
Storytelling: The Heart of Your VSL
Humans are hardwired for stories. Use this to your advantage by weaving a narrative throughout your VSL. Whether it’s your personal journey or a client’s success story, make it relatable and emotionally charged. What are your potential students struggling with? What’s holding them back from success in your field? This is where you demonstrate that you understand their pain points and challenges.
Introduce yourself and build credibility. Briefly share your story and qualifications. Why are you the right person to teach this course? This isn’t about bragging, but about establishing trust and expertise.
The “Before and After” Bridge
One powerful storytelling technique is the “before and after” bridge. Paint a vivid picture of life before your product or service, then contrast it with the amazing transformation afterward. This approach taps into your audience’s desires and helps them envision a better future.
Leveraging Social Proof
Incorporate testimonials and case studies to build trust and credibility. Video testimonials are particularly effective in a VSL format. However, ensure that your social proof is genuine and relatable to your target audience. If it’s a new course, you might use results from beta testers or success stories from your one-on-one clients. These testimonials provide social proof and help potential students envision their own success.
The Art of the Offer
Your offer can make or break your VSL’s success. It’s not just about the product or service itself, but how you present it. When crafting your offer, focus on the transformation and results, not just the features. Of course, you can highlight your unique approach or methodology, key modules or lessons, and any special features like live Q&A sessions or community access, but you should focus on transformation and result.
Last but not least, address common objections head-on. Anticipate concerns like “I don’t have enough time”, “It’s too expensive”, or “I’ve tried other courses before and they didn’t work”. By addressing these preemptively, you’re removing barriers to enrollment.
Creating Urgency and Scarcity
To drive immediate action, incorporate elements of urgency and scarcity into your VSL. This could be a limited-time discount, limited-time to purchase, a cap on the number of spots available, or exclusive bonuses for early action.
This is where Apresly shines. With its ability to create limited-time offers which are personalized and unique, you can add scarity using countdown timers synchronized across emails and sales pages. Scarcity tactics are both powerful and authentic.
The Power of Personalization
One of the most effective ways to boost your VSL’s impact is through personalization. By tailoring your message to the individual viewer, you can dramatically increase engagement and conversion rates.
Apresly’s AI-powered personalization features allow you to create customized messages that resonate with each viewer, tapping into their emotions and driving them towards a purchase decision.]
Call-to-Action: Make It Crystal Clear
Your VSL should culminate in a clear, compelling call-to-action (CTA). Tell your viewers exactly what to do next and why they should do it now. Use action-oriented language and create a sense of excitement around taking the next step. Make it as easy as possible for them to take that next step.
You Don’t Need Professional Camera or Studio to Create Your VSL
While the script is crucial, don’t let concerns about production quality hold you back from creating your VSL. You don’t need a professional studio or expensive equipment to make an effective video. In fact, many successful VSLs are created with simple, accessible tools. Here’s how you can create a compelling VSL with minimal equipment:
Camera
Your smartphone, particularly an iPhone, can capture high-quality video. Modern smartphones have excellent cameras that are more than capable of producing professional-looking footage.
Lighting
Natural light from a window can work wonders, but if you need more control, a simple ring light or LED panel can dramatically improve your video quality. These are affordable and easy to use.
Audio
While your phone’s built-in microphone can work in a pinch, consider investing in an inexpensive lavalier (clip-on) microphone for clearer audio. These can plug directly into your smartphone.
Background
A clean, uncluttered wall in your home or office can serve as a perfect backdrop. Alternatively, you can hang a simple cloth backdrop for a more polished look.
Engaging Visuals
Use free or low-cost apps to add on-screen text, simple animations, or images to reinforce your key points. Many of these can be operated right from your smartphone.
Pacing
Keep your delivery natural and conversational. Speak clearly and at a pace that’s easy to follow. Remember, authenticity often trumps polished perfection in VSLs.
Done Is Better Than Perfect
Remember, the most important elements of your VSL are your message and your authenticity. Viewers are often more engaged by genuine enthusiasm and valuable content than by slick production values. Don’t let perfectionism or fears about equipment hold you back. With just your smartphone, a simple light, and perhaps a clip-on microphone, you have all the tools you need to create a powerful VSL that connects with your audience and drives conversions.
Video Sales Letter Tools
To create VSL sales funnel, you need only three or four tools.
1. Video Hosting
Vistia, Bunny.net, Vimeo
2. Landing Page Builder
You need to include your somewhere Video. If you already have a website, you can put it here. If no, you can create a new landing page using tools like: WordPress, ClickFunnels, Landingi.com.
3. Personalization and Scarcity Tool
You need a tool which makes your offer unique, personalized and guarantees the offer expires after deadline which build your trust and authentic. You can use Apresly to create unique and personalized offer with countdown timers synchronized across email and website.
4. (Optionally) Email Marketing System
While not strictly necessary for a basic VSL funnel, an email marketing system can greatly enhance your results. Platforms like ConvertKit, ActiveCampaign, or Drip allow you to:
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- Nurture leads who aren’t ready to buy immediately after watching your VSL.
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- Send follow-up sequences to reinforce your message and overcome objections.
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- Segment your audience for more targeted communications.
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- Automate your marketing efforts for increased efficiency.
By integrating an email marketing system, you can create a more robust funnel that captures and nurtures leads over time, ultimately leading to higher conversion rates and customer lifetime value.
Summary
Creating a high-converting VSL for your online course is both an art and a science. It takes practice and persistence, but with the right approach, you can create a VSL that not only showcases your course effectively but drives substantial enrollments. The key lies in understanding your audience, clearly communicating the value of your course, and presenting an irresistible offer.
If you’re ready to take your course marketing to the next level, consider exploring Apresly. It provides everything you need to create, optimize, and manage your video sales letter campaigns for online courses. From personalized messaging to synchronized countdown timers, Apresly can help you craft VSL funnels that convert casual browsers into committed students.
A great VSL ensures that the right students find their way to your online course, coaching or mentoring. So go ahead, start crafting your VSL, and watch your purchase notifications! 🙂
