People. Love. Video.
Not exactly a hot take, but this shift has changed sales letter marketing too.
Did you know 82% of people say watching a brand's video convinced them to buy a product or service? That's a lot of persuasion power. No wonder sales teams are making Video Sales Letter (VSL) marketing their go-to outbound tool.
In this blog we'll walk you through what a VSL is and why it matters for sales teams like yours. We'll also show you how to use VSLs to cut through the noise and turn more prospects into paying customers.
Sounds good? Let's get started!
Highlights
- What is a VSL?
- Do video sales letters work?
- How to use a VSL in your sales strategy
- What makes a good VSL?
- How to write a VSL script.
- How long should a VSL be?
- Shootsta makes VSL easy
- FAQs
What is a VSL?
A VSL is a direct marketing approach that combines storytelling, credibility, and proof to engage an audience. It persuades them you can solve their problem and motivates them to buy.
It's used by:
- Sales teams selling products and services
- Marketers seeking a direct approach
It's actually the evolution of an old art. It started when salespeople would stroll around neighborhoods, knocking door to door to show off their wares.
Selling in person works well, but it's slow. Eventually, sales teams started writing persuasive letters and sending them at scale.
As the digital age arrived, letters turned to emails. And that brings us to video - the natural next step.
Do video sales letters work?
If you're still mailing or emailing sales letters, chances are they're hitting the recycling bin before anyone reads them.
VSL marketing works for the same reason other video content works. In crowded markets where businesses compete for attention, video has become the top force in buyer decisions.
In 2024, 89% of people said they want to see more videos from brands they like. People actually want to watch video content - and that's half the battle won.
Here are the top reasons why Video Sales Letters boost conversion rates:
They engage audiences
With more than 3.3 billion digital video viewers worldwide, video clearly wins attention. VSLs grab viewers with strong visuals and narratives, putting you in a great spot to deliver your message before they hit the trash button.
They're more relatable
Modern buyers can spot a sales pitch instantly. They value honesty. Visual storytelling and sound connect with viewers on an emotional level, priming them to buy without a hard sell that pushes them away.
They bring demos and testimonials to life
Static pictures and words can only do so much. Video changes how you show product value by letting your audience see it work in real, visually engaging ways.
They have strong calls to action
According to Wistia, 41% of businesses lift their conversion rates by adding CTAs and email capture forms to their videos. With VSLs, you can swap out CTA strategies in editing - pulling levers like bonuses, discounts, and limited-time offers to spark quick action.
Retail brands often use this approach. The mix of bright colors, animated visuals, upbeat voice overs, and clear calls to action combine to get viewers to shop now and save.
How to use a VSL in your sales strategy
The good news for sales teams is that VSLs work well beyond email campaigns. Their flexibility lets you use them across many platforms and channels. Here's where and how to use them:
Email marketing
Purpose
Email a VSL to directly engage subscribers and push them to act.
Why it works
You send a persuasive video straight into someone's inbox, giving you a captive audience in a personal setting.
Social media ads
Purpose
Use VSLs in social media ads to reach more people and drive traffic to your landing page.
Why it works
Social media lets you target precisely. Rather than casting a wide net, you pitch your product to the right audience. This raises your chances of reaching people who want what you offer.
Landing pages
Purpose
After driving prospects to a landing page, a VSL helps you engage visitors and generate more leads.
Why it works
Visitors are more likely to stop and watch a video than read text. That gives you a great platform to deliver a short message that drives action, like signing up for a deal or buying your product.
Product pages
Purpose
Use VSLs to re-engage visitors who came to your site but didn't convert the first time.
Why it works
If your web copy didn't hook them, video takes your pitch to the next level. Engaging visuals let you connect on an emotional level, address specific objections, provide more proof, and seal the deal with exclusive offers.
What makes a good VSL?
Making a strong Video Sales Letter can feel daunting at first, but you'll get the hang of it fast - especially with tools like Shootsta.
Gear you need
Here are the basics you'll need to make a great Video Sales Letter.
- A camera or smartphone with good video quality
- Microphone for clear audio
- Lighting equipment (optional, depends on the quality you want)
- A script and/or storyboard
- Video editing software (to piece your footage together and overlay text, animations, audio, and voice-overs).
How to write a VSL script
Video Sales Letter scripts follow a simple formula that takes the viewer from annoying problem to satisfying solution. Your brand will have its own way of bringing this to life, but here are key tips for writing your VSL script.
Grab attention from the get-go
It's official - viewers now have shorter attention spans than a goldfish. Your VSL has just 8 seconds to hook them. Make sure your script uses humor or strong visual direction to keep viewers watching after they hit play.
Highlight the problem
This is where you create a you-sized hole in their life. Ask yourself, "what is my product or service solving?" Start with rational proof like statistics to lay the problem bare in your VSL script.
Connect emotionally
Relating to people is how you earn their attention. This is less about the product and more about your audience, their pain points, and what they need. Share personal experiences that hold up a mirror for the viewer to see themselves in.
Introduce the solution
They trust you. They're listening. Time to present your product or service as the answer. Avoid a hard sell here - you're helping them picture life with your solution. Don't overcomplicate the message. Follow the "KISS" principle to help your viewer understand right away.
Establish credibility
Your viewer may feel unsure, so write in a way that shows you can be trusted. This isn't about bragging - that's a fast way to get your emails binned and tabs closed. Instead, gently reassure them that choosing you is a smart move.
Prove it
This is where video shines. You can show your solution working in real time, giving viewers a first-hand look at how it helps. Back it up with testimonials from happy customers to give them the social proof they need to feel good about taking action.
Motivate action
The call to action is where you tell your viewer what to do next. This is a huge chance to unlock the lead-generation power of VSLs. Be clear about what you're asking, and use sweeteners like bonuses and limited offers to push them to act.
Summarize
Your final scene is a chance to recap your message and deliver a last call to action (like "click this link" or "fill out this form"). If writing a script feels tough, don't stress. AI tools can now generate near-ready scripts so you can focus on what you do best.
How long should a VSL be?
Aim for 5 to 15 minutes, depending on the platform. You want enough time to connect emotionally and persuade your audience. Too short and you'll rush past your best selling points. Too long and you'll lose their attention.
Shootsta makes VSL easy
Now you know what a Video Sales Letter is and what you need to make one. Next step? Getting started (trust us, it's not as scary as it sounds).
At Shootsta, we combine everything you need to make VSLs quickly and easily, with no experience or fancy equipment required.
Shootsta Kit
We can set you up with an all-in-one package that has everything you need for high-quality VSLs - camera, microphone, and lighting equipment.
Simple video production
We make video creation simple. The whole process runs through one platform. Upload and edit your VSL in one place. With built-in collaboration tools, you can get team feedback and make changes in real time.
AI scriptwriting assistance
Shootsta AI Compose turns your raw ideas or existing content into fully structured VSL scripts. You can refine the language, adjust the tone, and add elements to make sure the final product meets both creative and business goals.
Editing support
Need more polished editing? Just submit your project to our production and editing team. You'll get your first cut in as little as 24 hours.
Consistent branding
Keeping your brand's style and personality in your VSL matters. Shootsta lets you add elements like logos, colors, and fonts to stay on brand across every video.
Training and support
We're here to make you a VSL pro! Our team of experts can help you create and optimize your Video Sales Letter projects for the best results.
FAQs
What is a Video Sales Letter (VSL)?
A Video Sales Letter (VSL) is a marketing tool in video form that aims to persuade a target audience to buy a product or service. It replaces written sales letters by using video to present a problem and offer a solution. VSLs use visual storytelling, emotional connection, and a clear call to action to drive conversions.
How long should a VSL be?
It depends on your product or service. Shorter VSLs (around 5-10 minutes) work best for simpler offerings or time-pressed viewers. Longer VSLs (up to 20 minutes) suit more complex products that need detailed explanations and proof points.
Do VSLs really work?
When done right, a VSL can lead to much higher engagement. They work by connecting with viewers emotionally, offering clear solutions to their problems, and providing proof that excites and motivates them to take action.
How do I create a VSL quickly and easily?
Use Shootsta! It gives you access to all the tools you need for the VSL creation process. Ready-to-edit templates, animations, voice-over tools, video editing software, and screen recording - it's like all your favorite tools in one place.
How can I measure the success of my VSL?
A VSL has a simple goal: get as many viewers as possible to take your desired action. You can measure how well it's working by tracking metrics like viewer count, engagement rate, and conversion rate.