How to Create a Video Sales Letter that Will Convert
You already know it: video is king.
People love watching videos. And more and more businesses have incorporated video content as a marketing tool. What does that entail for sales, though?
You can gain more credibility and trust from your prospect if you use video in your sales process. And if you're looking to generate more sales in a creative way, then creating a video sales letter is the way to go.
In this article, we'll discover how to utilize a video sales letter to increase your company's sales. We'll go through what should be in your video sales letter and show you how to quickly edit your sales letters with our online video editor to increase lead generation.
A video sales letter (VSL) is simply a short video that introduces your product or service and its value proposition to potential customers. It's also known as a "sales pitch," but there's no reason why your video sales letter has to feel like a traditional sales pitch! You can use humor or create an emotional connection with your audience through storytelling techniques.
Video sales letters can be used in combination with email marketing in order to increase the number of qualified leads coming through your funnel, which means more money in your pocket!
Video sales letters are a great way to promote and sell your business because they're often more memorable than text-based ads, especially when paired with the right music and sound effects. In fact, you can even add text to video to make your message clearer. You can create your own VSL using nothing more than a laptop computer, some basic editing software, and some creativity—no expensive equipment or professional training required!
Creating video sales letters is easier than it seems, but, for this to be true, you need to have a clear step-by-step process in mind. And this is what we have put together for you: a guide on how to create the ultimate video sales letter!
These are the steps you need to follow to create an effective video sales letter:
Every level of your sales funnel (including your VSL) should be specifically suited to your target audience rather than attempting to appeal to the general public.
Create clear buyer profiles that reflect the target market's demographic, interests, and pain areas. Whom do you assist? How? What outcomes do they achieve? By keeping these characteristics in mind while you work, you can avoid creating a video sales letter that tries to appeal to everyone and better focus on creating messaging that is more targeted. You can only attract the audience's attention and generate leads if they feel they are communicated to in the right manner.
Do you only want to share the video sales letter on your landing page, or would you like to upload it to a video hosting tool, such as Vimeo or YouTube? Or is your sales letter just a small post in your social media strategy?
To create video sales letters, you have to make sure that the content is optimized to the platform where you decide to share videos.
After you have chosen the structure of your sales letter, it is useful to sketch your video sales letter script template.
Having a VSL template will help you stay on track and keep your message consistent throughout the video. You can also find great templates online, so there's no need to write everything from scratch if you're not comfortable doing so.
Here you have our VSL script template recommendation:
- Attention-Getting Opener (big promise, proof, compelling story, rhetorical question, pattern-interrupt, present a pain point)
- Identify the Problem (fully establish the problem, introduce hero/customer)
- Aggravate the Problem (facts, examples, demonstration, story, etc.)
- Present the Solution (introduce your product)
- Establish Authority (who are you and why should anyone listen to you?)
- Explain How it Works (provide the details, show the features and benefits, inoculate against known objections)
- Call to Action (restate the benefits, sweeten the deal with a bonus, tell them what to do next)
- Give a Warning (inject scarcity, deadline, remind them of the cost of not taking action, etc.)
- Make the Final Sales Offer (last chance, FOMO, final reminder, etc.)
- Social Proof (video testimonials or other results)
Now that you've written the script down, it's time to start recording your video. This step can be omitted if everything you will be using are animated graphics. In this case, you only need the editing tools.
There are some things you need to take into consideration when you record your video pitch:
- Camera’s quality
- Your facial expressions
- The background & lighting
Many high-end cameras have manual settings that allow you to control the exposure manually; these settings can greatly improve quality if used correctly. For example, if lighting conditions are poor when recording indoors or outdoors during the day, then set exposure manually by selecting an ISO setting between 100-800.
If you're using a desktop computer (rather than a laptop), make sure it is stable by using either a table or tripod to hold the computer while recording—this will reduce the movement caused by moving your hands when talking. If you want to create your sales pitch while also having a background presentation, you can use an online screen recorder that allows you to capture both your camera and your screen.
If you want to change the background of your video later on, it might be smart to record in front of a green background. Afterwards, with the help of a green screen video editor, you can grab the viewer's attention with a visually appealing animated background.
Humans are visual creatures. If you want to capture their attention, you have to provide them with high quality visual content. But that’s not all: there are multiple expectations potential consumers have when watching sales letters.
Therefore, it is recommended to use a video editing software to help you make the most out of your video sales letter. These are some of the features our built-in editor offers:
A Video Template Library
As we have mentioned, there is no need to have pre-recorded content when you create video sales letters. Flixier has an impressive gallery of stock videos you can choose in order to create your video. You can also choose from professional quality templates in case you don’t know where to start your video editing journey!
Add Audio to Video
Yes, humans love visual content, but sound can also grab attention. Therefore, a great video sales letter also has an audio background. With Flixier, you can create your own voice over, import music and voice overs from your PC or Soundcloud, or simply select a song from our stock music collection. Make sure, however, that the music you choose conveys the same emotions as the video script.
Add Image to Video
What if you just want to add photos to your video sales letter? Well, with Flixier, adding a picture to your clip is quite simple. You may resize, rotate, crop, and position your image with just a few clicks to achieve pixel-perfect results! Flixier's user-friendly interface and snapping lines that help you align everything make creating a compelling video sales letter exceedingly simple.
Add Text to Video
Similarly to a written sales letter, a video sales letter can also have added text. In fact, with Flixier, you can add text to your video sales letters from your web browser! Nothing needs to be downloaded or installed! With the help of our online video editor, you can effortlessly add text to your videos or utilize easily customizable animated titles!
The recorded video might not look ready to be part of your video sales letters from the very beginning. It might need a couple of cuts! In just a few clicks, with Flixier, you can fix any errors or undesirable portions of your movie. Create a shorter video for social media sites like TikTok or Instagram by cutting a longer video into several segments. Your freshly edited videos will always be available for download or publication online in a matter of minutes thanks to our cloud-powered video rendering engine!
Do you want to give your video sales letter some personality in order to grab viewer’s attention? On YouTube, Instagram, TikTok, and other social media platforms, the glitching effect, also known as chromatic aberration, is particularly well-liked and frequently utilized to liven up intros and titles. In your web browser, Flixier makes it simple to add glitching or chromatic aberration as well as many other effects to your own videos. Nothing needs to be downloaded or installed at all!
Now that you have your video ready, it's time to upload it. Uploading is a two-step process:
Upload your video to a video hosting platform, such as YouTube or Vimeo (or both).
Optimize for SEO so that search engines can find and rank your videos in their search results pages when users type in related keywords or phrases. To do this optimization, include meta data in the description area of each uploaded video that includes your keyword phrases and links back to your website where viewers can learn more about what you do and how they might benefit from doing business with you.
It is also recommended to link the video sales letter to your website, whether on the landing page or in a blog post. Repurposing it can only emphasize its message and help you build credibility.
As you can see, nothing is overly complicated. Creating video sales letters will even seem easier after you take a look at what other small business owners have produced in order to promote and sell products and services.
Here are some video sales letter examples:
Let's take a look at this video sales pitch, which opens up with some of the pain points of the target audience. The clip then delves into the lessons you'll pick up from reading this book, wrapping up with a call to action: getting the book.
This brief illustration demonstrates how using animation can help you communicate your point clearly.
Even though it is not as concise as the first video sales letter, this one follows the same principles! It presents a personalized story in order to provide proof, it underlines the pain points, it provides a solution, and then it wraps up with a call to action. In fact, you are even told that the sales offer is available only for a limited time, so you can quickly go check the sales page.
By following the steps outlined above, you can create an online video sales letter that’s effective and engaging. It may seem like a lot of work, but once you get into the rhythm of things, it will be easy! The most important thing is to keep thinking about your audience and what they need from you. Once you have this figured out, all other steps will follow naturally.
Create a free account on Flixier and start creating your own video sales letters!