The structure of a winning video sales letter
Today I’d like to discuss on what it takes to create a winning video sales letter.
The biggest thing you must begin with is to create an open loop in the prospect’s mind right from the beginning.
The reason for this is that unlike a text sales letter where people can scroll and skim through the text, a VSL has no way to rewind or forward. That is there are no player controls (purposefully). So if you want to keep people on watching, you must from the get-go give them a good reason to continue on doing so.
The best way to do this is by teasing them about some kind of valuable information or bonus that will help them with their problem. If you can do this, you will already have pre-sold them when you get to the “offer” part of your VSL where you make the actual pitch and reveal the price.
By the way, the “buy” button should also be hidden until you’ve made that piece of valuable information available. That is because we don’t want to scare of the prospect into thinking that they are watching a disguised pitch. That’s why I said that we should give them something of worth before we can pitch them.
Having a good avatar story is also important as that allows you to connect you with your prospect which in turn increases trust in your video sales letter.
