Video Sales Letter Example that Works! (VSL)

[Music] weatherman says it's supposed to be 106° today that's hot that's like 41° C if you live across the pond but the good news is we're coming into fall summer's coming to a close which means if you live in the valley like I do you're headed into probably 8 months of the most amazing weather that you'll ever find anywhere and uh if you're a business owner fall and winter tend to be some of your very best months because you know the kids back in school there's no huge vacations and you don't have to keep track

of them anymore and you also got a lot of big holidays like Thanksgiving and Christmas and you know that kind of stuff and for a lot of businesses it's kind of a make or break period these next four months on that note I got an email from a client of mine yesterday and it goes as follows he said hey Jay I want to put together a video sales letter for my product and I'm not sure where to start do you happen to have a template or something that I could use for reference thanks and it

turns out I do and I sent it back to him and I thought what a great opportunity to uh teach it to you guys as well so let's head on inside and I'll I'll run you through the process now you may be under the false impression that the only people who can write effective sales copy are professional copywriters and nothing could be further from the truth in fact after we get done today with a little bit of practice you ought to be able to crank out a really decent video sales letter letter in maybe 20

or 30 minutes it's all about just having that practice doing those repetitions and having a nice template to go through so that you know that you're not missing any of the steps now the one I'm going to be teaching you today is one that I have been using for years in my business and I've also given it to my clients to use and it works in pretty much any industry it looks like this we're going to start out with an open then we're going to do a little dog whistle then we're going to overcome skepticism

do a little reframing do a reveal follow up with a tutorial and then finally present the offer now before you go crazy thinking Jason that's so many steps that's like seven steps I I can't do seven steps I might I could do three steps but I can't do seven steps just relax it's not that hard this is actually really really simple all you have to do is just communicate what you've got to people and to illustrate my point I actually recorded a little sales letter a little video sales letter using this template and I want

you to watch it now and then we're going to run through it piece by piece I'm going to show you where I put in each one of these things and just how easy it is for you to build a video sales letter using this template well hey there Jason Stapleton here and if you'd like to get more clients with less effort then I'd like to show you the number one thing that you can do to magically attract your very best prospects and have them coming to you pre-sold ready to buy now you probably feel like

that's impossible and honestly I felt the same way until I broke down the sales process of eight of the biggest marketing leg Legends and history to find the similarities that they all share now shockingly the majority of entrepreneurs and even sales professionals don't know what you're about to learn they think that people buy from them because they have the superior product or because they know how to handle objections but that's never the reason that people buy we buy from people we know like and Trust that's it and the less someone knows about you the less

likely they are to purchase from you now building trust and likeability might seem like a difficult or a confusing process but I've actually created a formula based on what I discovered during my research I call it 4D branding first decide who you want to attract second determine what they want third solve the pain or problem that they have and then finally just demonstrate your ability to help them and this is very easy to do let me show you exactly how it works okay let me cut in for just a minute because I want to point

out that at this phase of the video sales letter I would actually go into detail on the 4D branding strategy and I would outline each one of those steps and how the viewer of the video salesletter could model it in their business I might even give them a few examples and of course we're not going to go into that today because this obviously isn't a video on 40 branding but if you are watching up to this point and now you're a little disappointed that I'm not actually going to go through and explain 40 branding to

you that just proves how effective the sales letter is that it pequ your interest it got you excited about it wanted to learn more now you move in and you're ready to get a little tutorial on it and boom no tutorial but if you really want to see one and you want me to do one on 4D branding just leave me a comment and if I get enough of them I'll do a I'll do a full detailed presentation on how you can use 4D branding to grow your business but anyway let's go back to the

uh back to the video and it's that easy now if you'd like some help modeling this for your business then you're in luck I would love to personally work with you to help you develop a marketing strategy that's going to work for your business just click on the link below and we'll schedule the time to talk so there it is not all that complicated right I mean you're probably wondering how I got all seven of those steps into that little short couple minute video well let's run through it step by step going through each phase

and I'll show you exactly how it works so we're going to start out with the open and the open is so simple it was hey there Jason Stapleton here you don't need any more than that you don't need a ton of talking and and front end it's one of the one of the things that people do at the beginning of their videos that really costs their them viewership is they spend too much time getting to the point of why you're there and getting that introduction out of the way now after we get done with the

introduction we want to do a little dog whistle copy now what is dog whistle copy I don't know where this came from I heard Dan Kennedy say it at one time but dog whistle copy is copy that calls directly to the person that you want to talk to now the way I did this was to Simply say if you'd like to get more clients with less effort then I'd like to show you the number one thing that you can do to magically attract your very best prospects and have them coming to you pre-sold and ready

to buy now the nice thing about this is if that's not you if you don't want more clients with less effort coming to you pre-old yada y yada then you're probably going to shut off the video and move on and that's fine because the last thing that we want to do is hold someone's attention thinking that they're going to be getting value only to find out later that they're not so by doing it this way you're going to grab the attention the person who is that who does want that is going to naturally now be

sucked into the conversation now we made some pretty big bold claims in that uh in that dog whistle copy didn't we we told them we could get them more clients with less money we can get them coming to you pre-sold and ready to buy naturally there's going to be some skepticism by the viewer at this point says hey I'm interested but H I've heard this line before so we've got to overcome that objection and address it headon and the way we're going to use that is using the feel felt found method now you probably feel

like it's impossible and honestly I felt the same way until I broke down the sales process of eight of the biggest marketing Legend in legends in history to find the similarities they all share feel felt found I used find but same thing feel felt found we're going to address the problem head on and we're going to give them a reason why this time it's different and so in this case it's because hey I did a bunch of research and after I got done I found similarities in all of these different marketing folks and I've got

a formula for you now after we've overcome the skepticism we've got to reframe their perspective because there's a pretty good chance again that what they think is important is not important or isn't going to be important to you as you're talking up through your sales letter so we want to do a little bit of reframing and this is how I did that shockingly the majority of entrepreneurs and even sales professionals don't know what you're about to learn now that's important why because that's secret information that we'll get into that in another video but really cool

way to kind of address and do some reframing they think people buy from them because they have a superior product or because they know how to handle objections but that's never why the reason why we buy we buy from people that we know like and Trust that's it the less someone knows about you the less likely they are to purchase from you now building trust and likability might seem difficult or confusing but it's I've actually created a formula based on what I discovered during my research so that's how we're going to reframe in their mind

what's important and what they should be focused on because they might have been focused on improving their product they might have been focused on becoming a better closer and what I've told them is hey that's not why people buy from you they buy from you because they trust you because they like you because there's a relationship there that's really really important and now that we've reframed them we need to do the big reveal we need to explain to them this this strategy this formula that you've come up with I call it 4D branding first you

decide who you want to attract second you determine what they want third diagnose and solve their pain or problem and then finally demonstrate your ability to help and this is very easy to do so let me show you how it actually works and that is the big reveal that's the payoff so this whole time we've been building and building and building and now we give them the thing the strategy and the four steps the 4D branding strategy to do it but what we haven't done is taught them how to use it so we've revealed the

secret to them but they don't yet know how to take advantage of it and that moves us into step number six which is the tutorial and as I said before I'm not going to go into the tutorial but I would take a lot of time at this F this phase of the video sales letter to really walk them through each one of those steps and give them some examples of how they could use it in their business uh or in a couple of different businesses so they know that oh it's not just working for you

Jason it would actually work for me in my business as well and then at the very end very last thing is we make an offer and in this case my offer was just to get them to sign up for a free consultation and it's that easy now if you'd like some help modeling this for your business then you're in luck I would like to personally work with you to help you develop a marketing strategy that will work for your business just click on the link below and we'll schedule a time to talk now you might

have a direct offer you might want them to go and buy something immediately after they're done or sign up for a webinar or pay for a Consulting session whatever it is this formula is going to work well for you no matter what industry that you're in so give it a shot get out there write a little bit down test something out go out and try something different keep this in your in your playbook and every time you have to write a video sales letter just pull it out and start running down the list of things

making sure that you don't miss out on anything but one note of caution it doesn't matter how good your video sales letter is there is always going to be somebody who doesn't buy and there's a variety of reasons why they might not purchase from you today and sometimes ever there's actually five of them and I did a great video that will explain to you all five of those reasons why they don't buy and will help you figure out how to overcome each one of those non buing situations so that you can close more deals based

on every single one of the video sales letters that you're doing so go and watch that video right now and I'll see you soon [Music]