Content writing / VSL
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A Video Sales Letter (VSL) is a persuasive marketing tool that employs video to promote a poduct or service, enticing viewers to take action. VSLs draw on the principles of traditional written sales letters but present them in a more engaging and dynamic video format. Thes videos are commonly found on websites, landing pages, and digital advertisements.
A typical VSL page has a number of essential components. First and foremost, a compelling title is essential since sales funnels typically test it first. The VSL is essentially a PowerPoint presentation that contains organized sales copy. A lengthy sales script is written and then turned into a slide-by-slide presentation, frequently with VoiceOver.
Iconic marketers like David Ogilvy, Eugene Schwartz, and Gary Halpert popularized long-form sales letters in the 1960s due to their effectiveness in direct-response advertising. Although VSLs share the same core philosophy as written sales letters, they cater to modern consumer preferences for video content and internet-based communication. Both formats aim to elicit an immediate response from viewers, such a submitting a form or dialling a phone number.
VSLs can be featured on website homepages, landing pages, sales pages, video advertisements, or linked-in emails. The ultimate goal of a successful VSL is to motivate the target audience to respond decisively to the call to action.
There is no universally ideal length for a VSL. Instead, the video should be as concise as possible while effectively delivering the message in a clear and compelling manner.
Basically, VSLs are a great alternative to typical long-term sales copy when it comes to pitching your product or service. The possibilities for testing and optimization are virtually limitless, regardless of whether the VSL is entirely text-based or incorporates full-motion illustrations.
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