The second step of the Membership Site Funnel is the VSL.
Video Sales Letter!
VSL’s are not new, but they work very well in certain situations. In our case, we need to make an instant impression on the new lead and get them to join a RECURRING BILLING system.
So we can’t really use a Written Sales Letter (WSL) – because it wouldn’t be personal enough.
In today’s “15-Minute Sprint“, I wrote the Introduction and Story elements of our Video Sales Letter (VSL)
VSL Copy Concepts
The Video Sales Letter follows the same concepts that Anik teaches in Copywriting Academy.
The 5 Step System.
It works really well and I’ve used the 5-step system multiple times in the past.
Here’s a quick run-down:
Step 1: Introduction
The purpose of the introduction is to hook the viewer into watching the rest of the video. In order to do that we need to address a specific topic or hit a pain point with a promise to address it in this video.
Step 2: Story
This is where we establish a personal connection with the viewer. The story needs to be personal, true, and relatable. Which means, the viewer needs to be able to visualize you telling the story.
Step 3: Content
Now that the viewer has listened to your story and it hooked – we reach the meat of the video. This is where we reveal our content. Pack it up with value and actionable tips that the viewer can take away even if they stop the video after watching the content.
Step 4: Transition
The first 3 steps talk to the subconscious mind while the fifth and final step talks to the conscious mind. We need to make that transition – otherwise the viewer will feel cheated. We can do that effortlessly by asking for their permission and giving them a way to make the process easier for them.
Step 5: Pitch
This will be about half of the video and goes on to showcase all that you’re offering, hitting pain points along the way and building up the value stack. Once the price is dropped, keep going and illustrate more benefits – but in a subtle way. Don’t list out the actual benefits. Rather express how these benefits can help them in the real world.
I highly recommend you enrol in Copywriting Academy because it’s one course you will refer back to over and over again all throughout your online marketing career. Even I did just before today’s LIVE stream.
I was able to pump out some nice copy in today’s 15 Minute Sprint.
It’s not perfect by any means – but it’s good enough for a start.
With online businesses, the cool part is you can easily re-shoot videos and upload fresh VSL’s to your funnel to test out which one works the best.
The copy has been inserted into a Keynote Presentation – Powerpoints work really well too.
In the next sprint, I will be shooting the actual VSL off of the Keynote that was just created.
I look forward to reading and replying to your comments below: