How and why video ads (VSLs) outperform everything else?
Are you tired of running ads that barely convert? Feeling like you’re just throwing money into the void? You’re not alone, and the solution may be simpler than you think. In this article, we’ll dive into the power of video sales letters (VSLs) and why they stand out as the best ad type for conversions.
When it comes to advertising, the type of ad you choose can make a big impact on the success of your campaign. While image-based ads may be simple and straightforward, they lack the ability to convey a lot of information to potential customers. This is because images are limited in the amount of text and detail that can be included.
Gifs and videos, on the other hand, can be more engaging and attention-grabbing. They can convey a message or story in a short amount of time, making them ideal for social media platforms where users have shorter attention spans. However, the downside to using gifs and videos is that they can be more expensive to produce and may require more resources than image-based ads.
Another consideration when choosing between ad types is the platform you’ll be using. For example, if you’re advertising on Instagram, which is a highly visual platform, image-based ads may be more effective than text-based ones. However, if you’re advertising on YouTube, video ads may be the way to go, as users are already accustomed to watching videos on the platform.
It’s also important to consider your target audience when choosing between ad types. If you’re targeting an older demographic, they may be more receptive to traditional image-based ads, while a younger audience may respond better to more modern and interactive ad formats like videos and gifs.
Ultimately, the key to success with any ad type is to create content that is relevant, engaging, and speaks to your target audience. By understanding the strengths and weaknesses of each ad type and tailoring your content accordingly, you can create a successful advertising campaign that generates conversions and drives revenue for your business.
Video sales letters have taken the marketing world by storm, and for good reason. They have proven to be the ultimate form of persuasion, outperforming every other marketing tool by light years. The power of video is undeniable, and when combined with a compelling story, it can create a deep and lasting connection with your audience.
One of the key benefits of using a VSL is the ability to establish trust with your viewers. By sharing your personal story or the story of your brand, you can create a sense of authenticity and credibility that is hard to achieve through other marketing channels. This trust is crucial in today’s world, where consumers are bombarded with ads and are becoming increasingly skeptical of traditional sales pitches.
Another advantage of VSLs is their ability to demonstrate the value of your product or service.
By showcasing your product in action, highlighting its unique features and benefits, and providing social proof through customer testimonials, you can effectively communicate the value of what you’re offering.
This is particularly important in today’s crowded marketplace, where consumers have countless options and are looking for products that truly stand out.
But perhaps the most compelling reason to use a VSL is their ability to drive action. As mentioned earlier, studies have shown that viewers who watch a video are up to 85% more likely to buy than those who only read text. This is because video has the power to engage the viewer on multiple levels, with animation, sound, and subtitles all working together to create a truly immersive experience.
In conclusion, video sales letters are the ultimate form of persuasion, providing a powerful tool for marketers to connect with their audience, establish trust, demonstrate value, and drive action. Whether you’re launching a new product, promoting a service, or simply trying to build your brand, a well-crafted VSL can make all the difference.
Structure of a VSL
Video Sales Letters or VSLs have become increasingly popular in the digital marketing world. They are an effective way to convert prospects into customers by using persuasive storytelling techniques. A well-crafted VSL can be the difference between a potential customer clicking away from your website or making a purchase.
There are a few key elements that make up a successful VSL:
- Attention-grabbing headline: The headline is the first thing that a viewer sees, and it needs to be captivating enough to make them want to keep watching.
- Introduction that establishes the problem: Once you have their attention, you need to establish the problem that your product solves. This is where you can use emotional triggers to connect with the viewer and make them feel like you understand their pain points.
- Presentation of the solution (your product): This is where you introduce your product as the solution to the problem you established earlier. You need to explain how your product works and what benefits it provides.
- Social proof (customer testimonials, statistics, etc.): People are more likely to trust your product if they see that others have had success with it. Including customer testimonials, statistics, and other forms of social proof can help build trust with your audience.
- The offer (pricing, bonuses, guarantees, etc.): This is where you present your offer and explain the pricing, bonuses, and guarantees that come with it. You need to create a sense of urgency and scarcity to encourage viewers to take action.
- A clear call-to-action: Finally, you need to give viewers a clear call-to-action. This could be to buy your product, sign up for a free trial, or schedule a consultation. Whatever it is, make sure it’s clear and easy to follow.
But perhaps the most important element is the story. A great VSL tells a story that’s relatable and engaging. It should feel like a conversation with a friend, not a lecture. By the end of the VSL, the viewer should feel like they know you and trust you.
For example, if you’re selling a weight loss product, you might start by telling a story about how you struggled with your weight for years and tried every diet and exercise program out there. You can talk about the emotional toll it took on you and how it affected your confidence and self-esteem. Then, you can introduce your product as the solution that finally worked for you. You can show before-and-after photos and share testimonials from other customers who have had success with your product. Finally, you can offer a special discount for viewers who take action within the next 24 hours.
Overall, a successful VSL requires a combination of persuasive writing, storytelling, and marketing tactics. By following the structure outlined above and creating a compelling story, you can increase your chances of converting viewers into customers.
Where to learn about VSLs? Peter Kell, Jon Benson..
There are plenty of resources out there for learning about VSLs. Some of the best include:
- Peter Kell’s “Double Your High Score” a VSL masterclass
- Jon Benson’s “3X VSL” or “Now VSL”
- Casey Graham’s “VSL Bootcamp”
These courses provide a wealth of knowledge and techniques for creating high-converting VSLs, as well as examples of successful VSLs that you can model your own after.
When it comes to creating a VSL, it’s important to understand the psychology behind it. You need to know how to engage your audience, build trust, and ultimately persuade them to take action. This is where these courses come in handy.
Peter Kell’s “Double Your High Score” is a comprehensive course that covers everything from crafting a compelling story to using visual aids effectively. Kell has years of experience in creating VSLs that convert, and he shares all of his secrets in this course.
Jon Benson’s “3X VSL” is another great resource for learning about VSLs. Benson has been in the industry for over a decade and has created VSLs that have generated millions of dollars in sales. In this course, he shares his proven formula for creating VSLs that convert at three times the industry average.
Casey Graham’s “VSL Bootcamp” is a more hands-on approach to learning about VSLs. This course includes live coaching calls and personalized feedback to help you create a VSL that is tailored to your specific business and audience.
Overall, these courses are a great investment if you’re serious about creating a high-converting VSL. They provide you with the knowledge, techniques, and examples you need to create a VSL that engages your audience and persuades them to take action.
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Examples of the best video sales letters
There are countless examples of successful VSLs out there, but here are a few that stand out:
- Frank Kern’s “Core Influence”
- Jeff Walker’s “Product Launch Formula”
- Sam Ovens’ “Uplevel Consulting”
- Dr. Gundry VSLs
- V-Shred
- Organifi
Watch these VSLs with a critical eye and take note of what makes them so effective. They’re all different in tone, style, and length, but they all share a common thread of storytelling, social proof, and a strong call-to-action.
Do you need a lot of money to make a VSL?
No, you don’t. While it’s true that you can spend a lot of money on production value for your VSL, it’s not necessary. What’s more important is the script and the story you’re telling. You can create a successful VSL with just a simple slide presentation and a voiceover. The key is to be authentic and focus on the value you’re providing.
Make your own VSL Bible – the ultimate VSL swipe file and cheatsheet
One of the best ways to create a great VSL is to model it after successful ones that have already been created. Start by creating a “swipe file” of VSLs that you like and take notes on what makes them effective. Use this as inspiration when creating your own script and structure.
But while modeling after successful VSLs is a great starting point, it’s important to put your own unique spin on it. Use your own experiences, stories, and insights to make it personal and relatable to your audience.
How to find the best video sales letters that work as of right now?
One of the best ways to find successful VSLs is to do some research on your competition. Look at who’s offering similar products or services and see what kind of VSLs they’re using. This can give you valuable insights into what’s currently working in your industry.
You can also browse through YouTube or Facebook and see which VSLs have the most views and engagement. There’s no shortage of great VSLs out there to learn from.
Best VSLs in 2022-2023
It’s impossible to predict which VSLs will be the most successful in the coming years, but one thing is certain: the power of storytelling and persuasion will never go out of style. As long as you focus on creating a great story, establishing trust with your audience, and providing real value, your VSL is sure to be a success.
Start crafting your own VSL and watch your conversions soar!
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