Digital marketers often use a video sales letter (VSL) format in their marketing strategy to engage customers and increase conversions. This type of content can provide many advantages and allow for greater creativity in marketing practices. Individuals who work in marketing or aim to increase brand awareness may benefit from learning about VSLs and how to create them.
In this article, we discuss the use of VSLs in marketing, why companies use them and how to create a VSL in eight steps.
What is a VSL in marketing?
A video sales letter (VSL) is a video that pitches a product or service to potential customers. Typically, marketers place VSLs on a website’s landing page to gain the attention of people browsing the website. You can also post VSLs on social media and other channels to reach more potential customers.
VSLs work to promote specific products or to promote a company as a whole. Additionally, VSLs can offer an effective strategy across a range of industries and markets. Creating a VSL provides a valuable digital marketing strategy because of the potential for videos to increase conversions.
Why use a VSL?
You may consider creating a VSL because video formats can often provide a more impactful and engaging medium than text on a website. Videos work to maintain customers’ attention, making customers more likely to engage with the company and complete desired actions. This can strengthen a company’s customer relationships and increase the rate of conversions for marketing materials.
You can use a VSL to fulfill a variety of different purposes, including selling more products, complementing the website copy and increasing brand awareness. You can choose a format for your VSL that fits the website and accomplishes your purpose. By creating a video, you can help customers to see the product in action and visualize themselves using it.How to create a VSL
How to create a VSL
Here are eight key steps you can follow to create and implement an effective VSL:
- Determine the purpose of the VSL
The first step to creating a VSL includes identifying its purpose. Think about the intended result of your VSL, including whether you intend to use it to increase sales, generate brand awareness or enhance the website. Once you know the purpose of the VSL, you can use that goal to guide the script and format during the creation of your marketing materials.
- State the problem you can solve
To begin creating the script, think about the problem that the company can solve for its customers. Discussing this problem at the beginning of the video can help you form an immediate connection with potential buyers.
You can also include an emotional appeal in this step to further encourage engagement. Once you have the attention of people watching your video, you can begin persuading them to purchase products or services.
- Explain the solution to the problem
After stating the problem, you can then explain how the products or services can help customers solve the problem. When detailing these offerings, use the website’s copy to help you develop a script.
Be sure to mention the key features of the product and how customers can use them to solve the problem. Additionally, consider including a product demonstration to help customers visualize how they may use the product or service after purchasing it.
- Establish credibility
You can also mention the company’s credibility in your VSL. Including what makes the company trustworthy can show customers why the products or services offer the best solution to their problems. This step serves to show customers they can trust the brand, and it can also help persuade them to choose the company over others.
- Conclude with a call to action
At the end of the VSL, include a call to action that tells customers what steps to take next, such as making a purchase or signing up for the service. You can include a link to the product page or a sign-up form to streamline the process.
In the call to action, you may also include an incentive for customers to take action. For example, offer a discount when a customer purchases from the company for the first time. Offering an incentive can help prompt customers to take action, which can increase your conversion rate.
- Choose a VSL format
After completing the VSL script, choose a format for the video. You can create animations, a narration, a slideshow, a product demonstration or another format. Think about what type of format best fits the purpose and script. Then, you can find someone who can produce the video. The company can contract with a freelancer or a production company to ensure that the VSL appears high quality and professional.
- Publish the VSL
Once your VSL is complete, publish it to attract customers and boost engagements. Think about which channels provide the best fit for the company’s target audience. For example, you may choose to publish your VSL on the website’s landing page and the company’s social media accounts to reach as many potential customers as possible.
- Monitor progress
After publishing the VSL, you can monitor its effectiveness. Work to track data and performance metrics to determine how many views it receives and how your VSL affects the company’s conversion rate. You can use this information to determine areas for improvement to increase the effectiveness of the VSL or influence future marketing channels and formats.