How to script a VSL

Unless you’ve been living under a rock the size of the meteor that killed the dinosaurs, you’d already know what a VSL is.

But for all those cave dwellers, here you go: 

A Video Sales Letter is just a sales letter converted into a video for various purposes like:

• Retention

• Personalization 

• Emotional connection

• Conversion and scaling benefits

There are even more when I niche down.

Because people nowadays have the attention span of a bird with 2 brain cells, VSL’s became more popular.

They no longer want to read 10 lines and sometimes 12000 words in a single sales letter selling only a single product.

People become lazy.

And that’s how VSL’s became the “new thing”

Now that you’ve understood what VSL’s are, let’s talk about why they are important and expand on the topic a little. 

1.  Retention

Would you read a 3 page email about why you should buy a course?

I wouldn’t.

People lost patience and the ability to focus a long time ago.

They need something that’s quick, which makes them money and more importantly gives them a dopamine hit.

If a VSL has no value but gives your readers a dopamine hit, then that VSL would work. 

To keep your VSL more engaging, focus more on the emotions, pain points and triggers rather than the benefits and value. 

2. Storytelling

Research shows that more people buy a product when there is a story behind it. 

The stories which work better are:

• Hero’s Journey

• Rags to Riches

• Man on a mission

Storytelling is a key element in any form of sales process.

It helps you to take the prospect through a sequence of emotions before you sell to them. 

3. Personalization

It is nearly impossible for you to write a sales email with perfect personalization.

Yeah you can talk about the pain points, the features, product/course, but ultimately it will lack in getting to the customer.

The best way to fix that is through a VSL.

People will get to see your face. And just like magic they will be half convinced to give you their money.

And when you speak with ‘emotions’ you will start to put your audience in a phase where they are willing to buy your program.

In the next email I’ll include case studies of Iman Gadzhi, Daniel Fazio and other important people.

How do you write a good VSL?

These are a couple of questions I ask myself before writing anything public related.

• Target audience?

• Pain points

• Dream outcome

• TAM size (if applicable)

• Intention?

• Location?

And a couple more which you’ll see later. 

Now that you have a framework, I’ll talk about the mental model you need to have before writing.

Put yourself in your clients’ shoes. Think, act and write like him. 

The best way to get a VSL right is to write as you speak.

Speak the words out loud and write at the same time. 

You'll have a lot of mistakes, but none that you can’t get rid of in the editing.

And secondly make sure there are no passive sentences in your copy. That’s how you turn people off.

While giving them value, also make sure that it’s super entertaining. 

And this goes without saying. Don’t forget to add a CTA.

And because I genuinely love you guys, I’m going to give you a link.

This will have an example Plug-N-Play VSL.

You can have this for FREE and with some minor changes make it suitable for any niche and audience type. 

And one final question before we hibernate for another  whole week. 

What more would you add to this?

Your favorite Copy-dweller

Vishal