Video Sales Letter Funnels
Video Sales Letter Funnel (VSL)
A video sales letter, instead of a sales letter, has a video that helps sell your product or service, in place of a long form sales letter funnel. Often times, marketers hide the “add to cart” button until the video is over to reveal the price. The goal is to hype up the viewer with such valuable content, that the price at the end seems like a bargain. While the video sales letter sells your product, you can then add one time offers and downsells as they go through the purchase flow.
Video sales letters are best recommended for their methodical flow. Once you understand the structure of a Video Sales Letter pitch, you start seeing the same strategies recurring within several marketing videos.
VIDEO SALES LETTER FUNNEL TIPS:
There is a formula you follow that gets you the optimal sales.
The first usually establishes the authority of the content creator and promoter. In building this authority, they try to establish trust by name dropping someone they have worked within the industry. A high-profile mentor or someone famous who they claim has used their product portrays that the content promoter/creator is an authority. This also helps to establish a connection between the content creator and the audience watching the video.
Once authority has been established, the focus shifts to the content creator, his succes, and wealth of experience he is bringing to the table. Most notably, he/she will draw a connection between his/her current success and the program. Having established this, we usually hear about the large amount of money made with the program, “I made my first one million dollars in three months.”
The idea to let the audience know they have confidence in the program, and it is something that they have tested and they trust it. At this point has established a good rapport with the audience.
Next is usually the “secret sauce” reveal.
Emphasis on “secret,” which from the get-go, connotes that it is hard to come by, and it’s not something you will easily get access to. Hence, in sharing this secret, you are breaking an unspoken rule.
The video continues to entice you into continuing follow the instructions to claim the special offer. Often times, there will be a sense of urgency wanting the viewer to “act now”. Things like: offer ends tonight; spaces are limited; only a few spaces left. Help with converting the user then and there. A timer can also be added to the page that is constantly ticking down.
TYPE: Buyer Funnel
PAGES IN VSL FUNNEL:
- VSL + Order Page
- One Time Offers (OTO) Page
- Downsell Page
-
Offer Wall Thank You Page
APPLICATION IN VARIOUS INDUSTRIES/NICHES:
Author, Speaker, Coach, Consultant
In this instance, just turn a sales copy into a video sales letter. Pitch your value-added copy in the form of video. You will be able to up-sell them for more expensive products or down-sell a payment plan, pending on their stage of completion before they attempt to leave the site. On the offer-wall, it is preferable to offer low-ticket or free products.
Ecommerce
In this industry, use the VSL to sell the more expensive products. The up-sell could be more of the same thing (people that purchased A purchased B as well) or down-sell them a payment plan. This depends on whether or not the steps were completed.
Business to Business
In B2B, a great strategy to use VSL is to sell large ticket events or even VIP upsells for conferences.
Network or Affiliate Marketing
Use the VSL to sell the business opportunity – A properly formatted video sales letter video is key to present to your prospective downline
Professional Services
The VSL here would be pitching a discount for buying more than one product at a time. Essentially selling a customer on the suite of services or products, instead of just one. This would include additional training and information on other related products
Retail / Brick and Mortar
The VSL here showcases the various products you want to sell. Just like in professional service industries, bundling products together to get a higher ticket price is a great strategy.
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