Video Sales Letter (VSL) Scripting

Question 1

What is a VSL?

Answer 1

A sales pitch in a video format.

It could be a supplementary element on your landing/sales page in addition of the copy

Question 2

How long should a VSL be?

Answer 2

3-20 minutes

The duration always correlates with the ultimate decision you want your audience to make, and how long the “sales conversation” takes.

Question 3

What are the main components or sections

of a VSL?

Answer 3

It’s essentially the same 10-Step Copywriting

Framework, but in a video format.

Question 4

What’s the overall tone a VSL should go for?

Answer 4

It should sound really natural just like you’re having a

conversation.

Question 5

What is a “tripwire” marketing?

Answer 5

Tripwire marketing is a conversion-acceleration tactic
that convinces target consumers to buy something
small from you rather than a more expensive product
or service

Question 6

Step 1 VSL Writing Process

Answer 6

Simply take your sales page copy that you wrote
earlier in the course, copy it into a new doc, and revise
it to make it sound more conversational and really
natural

Question 7

Step 2 VSL Writing Process

Answer 7

Read this doc aloud and time yourself, or paste it
into the script timer tool to get an estimated length
in minutes. From there, you can trim it down to 3-20 min

Question 8

Step 3 VSL Writing Process

Answer 8

For your CTA, be really specific on camera about what

you want your audience to do.

Question 9

Step 4 VSL Writing Process

Answer 9

Get your audience future-pacing around what to

expect next.

Question 10

Step 5 VSL Writing Process

Answer 10

Be authentic. Imagine that you’re having a
conversation with a friend. Especially with your
problem setup and stacking the value/bonuses, make
it feel really natural.

Question 11

VSL Script Tips

Answer 11

Spell out exactly what they need to do by:

Repurpose sales page copy
Give an exact CTA
Get them future-pacing 
Nod to transformation 
Be super specific 
Remove risk 
Clear out objections

Question 12

How to Frame a Bonus in VSL

Answer 12

“Because I wanted to over-deliver and not under-deliver, in addition to this [offer] that I’ve worked so hard to create, I also decided that in order to help you [do X and achieve Y], here is something that I’ve put together for you that’s going to help you more rapidly get results”