Module 3, Lesson 5

Video Sales Letter (VSL) Scripting

So, unless you spend no time on the internet at all. You know that video has taken over. So, in this lesson
we're gonna talk about video sales letters.

And, of course, copywriting place a massive role in this video sales letters. So, what is a video sales letter?
Why do you need one? How od you use one? We're gonna talk about all that in this video right now, so,
first of all, a video sales letter is designed to do pretty much the exact same our copyrighting framework
offers but obviously in video form. And in this day and age when you want to capture people's attention
you've got to look at doing it with video. So, let's just say for example, on a landing page.

You had thought you are going to construct a landing page with copy and you where only going to have
text. Well the VSL can be a supplementary thing, an object, an element that you have on this page in
addition to the copy. Or it can even completely replace the copy that you are going to have on the page.
Now, the only way you know what's going to work is testing, obviously. Let's just go back to the components
of the funnel. So, for the landing page, when we are going to do our opt-in, when we are going to get
somebody's email.

We are gonna deliver a lead magnet. You could do, a video sales letter on this page. But obviously, this
video sales letter, the sale is really only moving people forward in the funnel. So, this can generally be very
short. It's all about moving people forward. I mean we're really talking anywhere from three minutes or less.
And this is just the common thing that people always ask about. How long should things be? How much
text? How many minutes? Well, again, always look at how much time you need to spend with this prospect
to make this next decision. It's always correlated to the decision.

How difficult is the decision? How much money does this decision require? If it's a free decision but it just
their, time moving forward, okay. So, three minutes, five minutes or less. Ideally even 90 seconds to just
give them what they need. So now they've moved forward. And now they're sitting on a page where maybe
you have a tripwire. This is something that cost anywhere from seven to five to twenty dollars. Let's just say
its a lower end entry-level product but it does require them to make a purchase, a transaction. One of my
favourite example of a tripwire video that I personally worked on is Jake Paul's edfluence video. So, Jake
Paul, very famous YouTuber, fastest growing YouTuber of all time. He really has this incredible audience
of teenagers. These are people ages from 10 to 18, 20, that really follow Jake closely. So, he decided to
create an entire programme called edfluence.

Now, for edfluence, essentially education on social media. We created and crafted a tripwire video that
walks through his journey and takes many components of the copyrighting framework that you are, you
know, totally in love with. And having the back of your memory bank, you know this well already, you still
take the same components. That's they key. But you might have to condense it down a little bit because
you don't wanna spend, you know what you typically need to put together copy wise, you don't want to
spend much time in one video to get them to take a seven dollar purchase.
So, I'm gonna make sure we link to that video here so you can check it out and you can better understand,
like what creates a really awesome video sales letter. But the reality is don't be intimidated by some of the
production that you see. Really, ultimately, all you need to do for a VSL, is you could do a screencast video.
You can literally pop-up your computer and do a screencast video of a couple slides or just showing people
something with your voice talking over it and that would be plenty just to get started.

If you are a larger company, you have a lot of resources, maybe you do do a whole big production. Maybe
you do have cameras from different angles. You have cool graphics and overlay, like what we did for Jake.
But again, its more about getting started because video is always gonna be more engaging than text is.
That's just the day and the age that we live in where we have to test and see what's gonna happen if I test
page that has all copy versus this page that is a VSL. So, moving forward in our funnel, you can do this
exact same thing on the sales page.

If you were to go next in the funnel for edfluence, you would find that it leads to a seven dollar offer and an
email series that eventually leads them back to another video. And in that video, because what we are
selling is not seven dollars, it's a price figure higher than that, we have to spend more time with them on
this video to get this sale. Now, one thing I like to do is still have the copy on the page but have the video
be almost this like optional thing that people can watch in addition to the copy. And depending on market,
you may find that through testing you only need the video. You don't actually need the copy below it.

Or you may find the people enjoy being able to watch some of the other video, go down and read some
more, and you can get more in depth in the actual text on the page than you can in the VSL. So, how do
you actually go about scripting a VSL? If you already have your sales page, you can repurpose that for the
VSL. And if you don't already have your sale page, when you start writing the copy for this, just put yourself
in a position where you're actually having a conversation. It should sound really, really natural. It's okay to
make little mistakes and pauses and ums and things like that in your VSL.

You don't have to be perfect and polished. It should be a lot like this. You should be having a conversation
with one person where you're going through your script and as you write you may wanna pause and just
see how somethings sounds out loud because a VSL is very different than copy that's going on a page.
Because what you read and what you speak out loud are two different things. But ultimately, you are
following the same exact framework, you are going to be able to go back and pull from, you don't
necessarily, you're not necessarily gonna have a headline because it would be weird to just open with you
know, hey attention carpenters of Silicon Valley. It's a little different. You're having a conversation.

It's more like, hey I'm Armand Assante. Today, here is what we are gonna talk about in this video. Here's
my big promise to you, right. Start with a big promise. And by following this, here are the big benefits that
you're gonna receive by watching this video. And then, maybe, we throw in some credibility about what I've
done and how you should listen. And why other people have listened. And you move them forward in the
journey. Same process, same framework but just in a different tone.

Ultimately, it has to be a very conversational tone that aligns with your audience. One little cool hack that I
want to make sure you include in your VSL that really make it stand out is ... Remember, we often talk about
the fact that we have to lay everything out specifically for our prospects. What is the exact action that we
want them to take? So, you need to be willing spell out exactly what they need to do.
Whether it's clicking on a button, putting in their personal information. Entering their credit card information
and especially, especially, especially get them future-pacing around what to expect next, right. Get them
thinking about it. Get them thinking about who they're gonna be, where they're gonna be, and what action
they need to take next. Not just the action I hand right now, but the action they're gonna take next.

So, when you get towards the end of this VSL, you know, you're not just clicking a button, right. You want
to tell them specifically what to do. And you want to ask them to enrol, to purchase, to set up a call, and
schedule whatever is really the call-to-action. To download, try your trial software. You know, whatever it
might be, you have to be very specific about that. And remember to remove risk the same way you would
do on a sales page. You still wanna tell them things like, and hey, you know, there is a guarantee around
this. I know you may have this objections.

And you have to actually speak to those things and say those things in a very personal way. And then, and
only then, can you close with and know I would love for you to enrol. And remember to say something like,
and, you know, there is some form of scarcity or urgency. And closing with that and giving a final warning.
So they know when this video is done, there is a certain time limit or certain number of people or whatever
it might be and they have to take action now. And tell them exactly what to click on. What does the button
say? Whatever the button said, tell them to do that. And then, they'll know exactly what to expect on the
next page. So, in terms of staying authentic and sticking true to everything that we've talked about.

You really wanna avoid a lot of that gimmicky language that you've seen in commercials and things like
that put a knot in your stomach, maybe at times. The way I like to present things like bonuses or special
pricing or when we're really trying to stack the value, again is, think about what you were to say if you were
going to offer something that you believe in to a friend of yours and really what you're trying to do was do
them a favour and give them more value.

Because you wanted to over deliver and not under deliver, you were like hey, in addition to this whole thing
that I worked so hard to create, I also decided that in order to get help you get results faster, in order help
you do X and achieve Y, you know, here is something that I've put together for you, in addition, that's gonna
help you more rapidly get results. So, you're positioning it as something that's useful to them. It's valuable
and you're doing them a favour. You put more time into it, more energy, more resources and money to help
them. And that's a better way to position things, instead of saying something like, you know, urgency.

If you order now, I will add these three things to your order. That's just like, you really just trying to twist my
arm into purchasing versus this is saying, I just wanna make sure you get results. I just want you to enjoy
this thing. So, I've gone out of my way to make sure you have these additional resources. All right, so let's
bring this one home with action time. Let's make it real by drafting out your new VSL. Now, because you've
learned to much so far, even if you have an existing VSL, I would really challenge you to write a new one.
There are so many principles that you have in your tool kit and I really would love to see you draught an
entirely new VSL.

Now this could just be for a landing page, do this could be a easy three minute or less script. It could be for
an entire sales page, whatever you currently need right now. So take the components of what we've talked
about. Really begin to just draught this out. And remember this is just free writing. Get comfortable with the
habit of now writing longer form copy.
So really be looking at the rituals that you out into place to get yourself into a zone of copyrighting. At this
point, of course, you've been doing copyrighting and so you need to identify like what gets me into flow. So,
now starve your distractions, get focused, fall into flow and begin to write some copy. Now, I'm gonna
challenge you and give you a little bonus activity that might feel a little bit challenging but I'm telling you it's
gonna be so, so worth it. And it'd definitely the minimum viable product to proach of getting these done. So,
your thinking in yourself, all right I have this script, what about actually having a video

I think you should, now, take a moment after you've gone script for bonus points and record a video. Now,
in order to do this and not waste a bunch of time putting together an entire production and it not being in
line with what you really wanna do, consider this a draught. Consider it a throw away.

So on the webcam of your computer or on your iphone bust it out and just do a little selfie video. Whatever
it takes to capture this, just do a screencast video. Maybe you don't even put the slides together but your
at least just taking a copy that you've written out and speaking it to existence. And then take it a step further
by posting this in the community for other people see and ask for feedback. And I personally, I'm really
looking forward to seeing your videos. I will be keeping an eye on this. And I can't wait to see what you
come up with.

So let's do it. Remember, draught out this script, get a VSL in order, and post it into the group for feedback.
Once you get that feedback, don't over analyse this. Don't fall into perfectionism with this. This is a topic,
specifically, where it's time to create assets. Don't be a perfectionist. It is so much better to just out together
a VSL, than might be a three or four out of ten. But gets the all rolling and gets you sales and then you can
optimise.

Forget about being perfect, forget about optimization, get something out there, get feedback from your
customers and your community, and you will be on your way.

I'll see you in the next video.