Picture this: You’ve spent ages optimising your email campaigns, advertising, and website.
Someone who is your ideal client drops onto your landing page… and they’re on the fence.
They don’t know whether to work with you or not.
You ought to know my thoughts on video content and it’s ability to educate and transform a potential customer into a loyal, long term champion.
I’d happily recommend for most of you, to create a Video Sales Letter (VSL).
But what is it?
A VSL should be the first thing most people see, once they’ve made a move to find out more about your product/service.
It should be YOU, as the business owner, founder, or CEO… putting your reputation on the line, to PERSONALLY vouch for what you are offering.
But not by ramming it down their throat. They don’t want that. Nobody wants that.
Instead, it’s about 3 minutes of you showing you know their challenges like no-one else could.
Here’s my top 7 tips to creating a VSL that ROCKS:
1. Grab attention. Your opening should shock or surprise viewers
Use shocking statistics, a contrarian view point, or a polarising opinion that you KNOW will resonate with ‘good fit’ customers.
“70% of all B2B purchases are made after watching a video” <Average>
OR
“72% of all CEOs and Founders JUST LIKE YOU find they can trust a product or service after consuming short video content from vendors and partners”. <Better>
Consider the ‘wow’ factor, and dive right in.
2. Highlight the problem
Show them you know them. Talk to them about the problem using the terminology THEY use. Show them you’re an expert. ‘Twist the Knife’ and make that pain real. Consider how much it costs them NOT to fix it.
3. Speak to your audience on an emotional level
Talk to them about how they might feel to have the problem, as well as how it would feel to have it taken off their plate. Imagine them relax as they watch you talking about it.
4. Gently introduce your solution
This is NOT a hard sales pitch. Short, sharp, and succinct. Talk about how you solve their problems, but don’t get lost in jargon or features.
5. Establish credibility
Again, going back to why you built the business, why you do what you do, and what drives you (clue: it should be more than £££!!!).
6. Provide proof
Social Proof is key here – mention how you do this for clients JUST. LIKE. THEM. It’s important to know your niche well here. If you’re specific enough, and you’ve captured the right target audience to the page… this will seal the deal.
7. Encourage action
If they’re interested… what should they do next? ONE thing. Nothing more.
All of this should be enough for you to begin to PLAN your VSL.
