People. Love. Video.

Not exactly a hot take, but this shift has now transformed the world of 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 sure is a whole lot of persuasion-packed potential. No wonder sales teams are fast making Video Sales Letter (VSL) marketing their outbound tool of choice – time to get up to speed!

In this blog we’re going to walk you through what a VSL is and why it’s invaluable to sales teams like yours. We’ll also show you how to best use VSL to cut through the clutter and turn more prospects into excited, devoted, buy-now-button-pressing patrons. 

Sounds good? Let’s get started!

Highlights

1. What is a VSL? 
2. Do video sales letters work?
3. How to use a VSL in your sales strategy
4. What makes a good VSL?
5. How to write a VSL script.
6. How long should a VSL be?
7. Shootsta makes VSL easy
8. FAQs

What is a VSL?

A VSL is a direct marketing approach that combines storytelling, credibility, and proof points to engage an audience, persuade them you have a solution to their problem, and ultimately motivate them to buy it.

It’s used by:

• Sales teams selling products and services
• Marketers seeking a direct approach

It’s actually the evolution of an old art that started when salespeople – presumably with combed hair, heavy briefcases and itchy tweed suits – would stroll around neighbourhoods, knocking door to door to flaunt their wares. 

While a highly effective sales strategy, selling in person is also highly inefficient, and eventually sales teams cottoned on to the idea of penning letters with convincing narratives and sending them at scale to a broad audience. 

As the digital age took hold, letters turned to emails. And that leads us to video – the logical next step.

Do video sales letters work?

If you’re still mailing or emailing your sales letters, chances are these days they’re going straight to the recycling bin before they’re even read.

The reason VSL marketing works is the same reason other forms of video content work. In today’s hyper-crowded markets with businesses jostling for attention, digital content has emerged as the dominant force in consumer decision-making. 

In 2024, 89% of people said they want to see more videos from the brands they like. People actually want to watch video content – and that’s half the battle won.

Here are our top reasons why Video Sales Letters can increase conversion rates:

They engage audiences
With more than 3.3billion digital video viewers worldwide, video is clearly king – and VSL marketing is a prime example of its engagement potential. After catching the eye with attention grabbing visuals and narratives, you’re in a strong position to deliver your message to open eyes and ears (before you get sent to the dreaded trash can). 

They’re more relatable
The modern consumer can smell a sales pitch from a mile away, placing more emphasis on authenticity. Nothing compares to the ability of visual storytelling and soundscapes to connect emotionally with viewers and prime them for purchasing without the hard sell that turns them away.

They can bring demos and testimonials to life
There’s only so much you can do with static pictures and words. Video completely changes how you demonstrate product effectiveness by showing your audience how it works in action in visually entertaining ways.

They have strong calls to action
According to Wistia, 41% of businesses crank up their conversion rates by adding CTAs and email capture forms to their videos. The beauty of VSL marketing is that you can switch out CTA strategies in the editing room, pulling the leavers of incentives like bonuses, discounts, and limited time offers to spark immediate action.

Retail brands often take this approach, as seen in Big W’s toy sale commercial videos. The mix of bright colours, animated visuals, excitable voice overs and clear call to actions combine to motivate viewers to shop now and save.

How to use a VSL in your sales strategy

The exciting news for sales teams is that while it’s true VSLs are most commonly used in email campaigns, their versatility allows them to be effective across various platforms and marketing channels. Here's where and how to use them:

Email marketing

Purpose
Emailing a VSL is a great strategy to directly engage subscribers and encourage them to take action.

Why it works
Allows you to send a persuasive video message straight into the recipient's inbox, giving you a captive audience in an intimate setting.

Social media ads

Purpose
VSL can be used on your social media ads to reach a broader audience and drive traffic to a landing page on your website.

Why it works
Social media allows you to execute highly targeted advertising. Rather than casting a wide net, you can pitch your product or service to the right audience, enhancing your chances of talking to the people who want what you have.

Landing pages

Purpose
After driving prospects to a landing page, a VSL will help you engage your visitors and generate more leads.

Why it works
Visitors are more likely to stop and watch a video over text, giving you a great platform to deliver a succinct message that drives them to take action, like sign up for a deal, or buy your product.

Product pages

Purpose
VSL can be a powerful tool for re-engaging with those targets who visited your website but didn’t convert the first time.

Why it works
If your web copy didn’t hook them, you can use video to take your persuasion strategy to the next level. Video’s bright and engaging visuals allow you to connect on an emotional level by addressing specific objections, providing more proof, then sealing the deal with exclusive deals and offers.

What makes a good VSL?

Creating an engaging and persuasive Video Sales Letter can seem a little overwhelming at first, but you’ll get the hang of it fast – especially with the help of savvy video creation tools like Shootsta.

Gear you need

Here are the basic items you’ll need to make a great Video Sales Letter.

• A camera or smartphone with good video quality
• Microphone for clear audio
• Lighting equipment (this is optional as it depends on the video quality you want to produce)
• A script and/or storyboard
• Video editing software (so you can piece your footage together, and overlay any text, animations, audio and voice-overs).

How to write a VSL script

Generally speaking, Video Sales Letter scripts follow a simple and effective formula that takes the viewer on a journey from annoying problem to satisfying solution. While your brand will have its own unique way of bringing this to life, there are some key tips to keep you on track when writing your VSL script.

Grab attention from the get-go
It’s official – viewers now have shorter attention spans than a goldfish. That means your VSL has just 8 seconds to grab attention, so make sure your script uses engaging humour or visual direction to encourage your viewer to stay once they press 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?’. Look at it from a rational viewpoint first, using rational proof like statistics to lay the problem bare in your VSL script.

Connect emotionally
Relating to people is the pathway into their lives. Remember – this is less about the product, and more about your audience, their pain points, and what they need. When writing your VSL script, think about how you can share personal experiences that essentially hold up a mirror for the viewer to see themselves in. 

Introduce the solution
You get them. They’re listening. Time to present your product or service as the solution. It’s important to avoid a hard sell here – you’re simply helping them see what life looks like with you and your solution in their lives. Try not to overcomplicate the message. Follow the ‘KISS’ principle to help your viewer understand the message right away.

Establish credibility
Often your viewer will feel vulnerable, so it’s a good idea to write in a way that shows you can be trusted. This isn’t about bragging – that’s a surefire way to have your prospect binning emails and closing tabs like they’re going out of business. Instead, confidently but gently reassure them that choosing you is a good decision. 

Prove it
This is where the video really shines. With the ability to demonstrate your solution in action, the viewer can get a first-hand glimpse of how it will benefit them. Back it up by writing in testimonials from other satisfied customers to give them the social proof they need to feel good about taking action. 

Motivate action
The ‘call to action’ in your script is where you tell your viewer what to do next, making it a huge opportunity to unleash the lead-generation power of VSL. Be very clear with what you are asking of them, and use sweeteners like bonuses, and limited offers to compel action.

Summarise
Your final scene is a good opportunity to recap and reinforce your message and deliver a final call to action (like ‘click this link’, or ‘fill out this form’). 
If you find it challenging to write a script for your VSL, don’t stress. The wonders of AI technology are simplifying the entire scripting process by generating near-ready to use scripts so you can focus on what you do best.

How long should a VSL be?

Aim for somewhere between 5 to 15 minutes, depending on the platform your VSL will appear on. What you want is a length that gives you enough time to connect emotionally and persuade your audience. Too short and you’ll rush over your most compelling selling points, leaving out critical information that could sway their decision making. Too long and you’ll risk overwhelming your viewer and losing their attention.

Shootsta makes VSL easy

Okay, so now you’re full bottle on 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 easily and quickly make VSLs, without the need for any experience or fancy equipment.

Shootsta Kit
We can hook you up with an all-in-one package containing everything you need to make easy, high-quality VSL, including camera, microphone, and lighting equipment.

Streamlined video production
We make video creation simple. On Shootsta, the entire process is created through one simple platform, allowing you to upload, and edit your VSL in one place. With clever collaboration tools, you can seek team feedback and make revisions in real-time.

AI scriptwriting assistance
Shootsta AI Compose transforms your raw ideas or existing content into fully structured VSL scripts. You can refine the language, adjust the tone, and add elements to ensure the final product meets both creative and business goals.

Editing support
Need more polished VSL editing? Just submit your project to our dedicated production and editing team and you’ll get your first cut in as little as 24 hours.

Consistent branding
It’s super important to maintain your brand’s unique style and personality on the VSL. Shootsta allows you to add elements like logos, colours and fonts to keep you consistently on brand.

Training and support
We’re here to make you a VSL pro! Our team of experts can help you create and optimise your Video Sales Letter projects to be the best they can be.

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