video sales letter scripts

8 replies
writing a few vsl scripts now.... what i seem to have noticed is that the good ones seem to have really short, punchy copy vs. more longer copy written for sales letters.

seems like you really can't just take a sales letter and read it as a vsl... there seems to be some differences...

we had a good writer write a vsl script but it seemed like he was writing more for a sales letter style, than video... when we were reading the script, it just seemed too wordy and lengthy... so we chopped it up and edited it down (think we removed over 1000 words).

keep in mind, i'm not a copywriter, never officially learned how... i just know how to sell... so i'm getting this from observation...

to you pro writers... am I correct or incorrect on this?

also... anyone you know who's a total badass with writing good vsl scripts?
#letter #sales #scripts #video
  • Profile picture of the author michaelhearne
    yes and no lol

    IMHO good copy is full of short and punchy sentences - whether for video, audio or text...

    But you'll find some folks who swear short videos are better and others who swear long videos are better...

    what i have found - and a lot of my peers agree - is that the important thing about length is the amount of time it takes to get to your first call to action and pop your buy button...

    after that, if they stick around and watch it's because they are interested and just waiting for you to push them over the line to buy...

    that's also why you'll see a lot of videos say "in the next 7 minutes I'm going to show you ..." when the video is really more like 30 minutes long... they are only counting the time to the first call to action...

    I also have clients who are running the same copy in a vsl and a long form - only difference is the long form has a double readership path with sub heads... sometimes one beats the socks off the other hands down - but what a few savvy ones have figured out is that text converts better monday through thursday and video converts better on fridays and weekends... have a think on that one and i bet you can guess why lol

    final tip - with a VSL the first few seconds are critically important - they either hook the reader and pull them in or send them packing... with long form they can skip ahead, but with video they are deciding wheter to commit the time to view or move on with life...

    so a good intro will have some kind of pattern interrupt in the first slide or two to shock them into paying attention and promise a big benefit -- like one dating vsl that starts with "how this fish can help you get more dates"...

    as for who is a badass - there are quite a few on here - myself included (hopefully lol) - who are great at writing vsl's... probably your best bet in your search is to find someone who already knows your market and has successes in it...

    my .02 cents

    --michael
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  • Profile picture of the author davemiz
    Michael, very interesting... thanks for the heads up on the week/weekend thing... never tried that.

    very few copywriters have had big success in this market... the ones who have, had in house guys (eben/dyd, 2gts, vin dicarlo etc.)

    i'm doing well, but should be doing much better...

    I normally mix it up with my email list and mail sometimes to the vsl, then other times to the sales letter... i think the vsl gets a bit repetitive if they've seen it a few times...
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  • Profile picture of the author Jennie Heckel
    Hi Dave,

    Video sales letters are much different than long form sales letters.

    If the client wants both and may do for split testing, I write the long form sales letter then cut it down to the essential components and spice it up for my VSL.

    Need lots of action in a VSL that might be too bouncy in the main sales letter.

    Split test all 3, with video and sales letter, video alone and sales letter alone.

    Generally depends totally on the market and traffic coming in what coverts the best so you gotta test.

    I agree with the comments Mike wrote, follow that.

    I use Ryan Deiss's Video Sales Letter Formula -- works great. (This is not a plug for him, just a comment that is what I use and makes it easier to get the flow right and nail the close.)

    Good luck with your VLS!
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    ******* WSO & JV ZOO COPYWRITER -- VLS & SALES LETTERS PROVEN TO CONVERT ******* Get Higher Profits From Launches That SELL! Proven Copywriter with 17 Years of Copywriting Experience. Contact Me Via Skype: seoexpertconsulting Copywriting Website: http://www.VideoScriptCopywriter.com

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  • Profile picture of the author davemiz
    hi Jennie,

    ya... right on... i'm testing sales letter, vsl and vsl with the sales letter.

    so far, warm traffic (i.e. your email list) tends to do better after a while with just the sales letter or the hybrid.... guess after watching a few times, they're sick of having to wait or watch it again....

    btw... good url you have there... pretty much says it all eh?
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    “Judge your success by what you had to give up in order to get it.”
    ― Dalai Lama XIV

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    • Profile picture of the author Jennie Heckel
      Hi Dave,

      What I tell clients to do is this.

      If you want to split test the video -- for a list you are resending the same video to over and over again this is a fast split test.

      1. Redo the first 20 to 30 seconds of the video only - new headline, lead in, new images for the first 20 to 30 seconds or so that is a quick change that makes the video SEEM to be a new or different one.

      2. Just change the link to a new link, like this: if you website domain name is:
      mydomain.com
      Then the 2nd video would be: mydomain.com/2daysale

      3. For the ramp up to the final days of the sale use
      mydomain.com/finaldayofsale

      See? Although the video is only slightly changes, the PUSH to buy is more clear.

      4. Also give a special bonus for the 2 days before the final day of the sale.

      5. The final day of the sale give an extra special "FINAL DAY BONUS" that they ONLY get the last day (ie, they ALL get this bonus in the end whether they buy right away on the prelaunch series or if they buy 2nd to last or the final day.

      So the logistics is easier.

      Also do the SAME thing to the sales letter so the '2 DAY SALE" and "FINAL DAY SALE" headlines match and the lead ins match with the changes it LOOKS like a new version and a SPECIAL SALE OR BONUS OFFER.

      Just be sure if you DO this you don't remail this to your list AFTER THE FINAL DAY OF THE SALE...

      Unless in a couple of weeks you do a 'FIRESALE" OR GOT "DIVORCED SALE" OR "LOST MY PARTNER" SALE...

      Most anything that makes some sense can be a new sale after the sale.

      'END OF LAUNCH GARAGE SALE..."

      Good luck with your sales!
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      ******* WSO & JV ZOO COPYWRITER -- VLS & SALES LETTERS PROVEN TO CONVERT ******* Get Higher Profits From Launches That SELL! Proven Copywriter with 17 Years of Copywriting Experience. Contact Me Via Skype: seoexpertconsulting Copywriting Website: http://www.VideoScriptCopywriter.com

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  • Profile picture of the author viet831
    I find long scripts too Long to write so I invest about $60 and get a really copywriter because they will do the Job better and be more persuasive than you. Horner, a videos sales letter is the form of marketing these days because you can put them on YouTube an vimeo etc
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    Why you need a Sales Video to increase conversions

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  • Profile picture of the author ejunkie
    Good copywriting adapts itself to the medium.

    Conversely, each medium because of its inherent nature & attributes lends itself to different kinds of copywriting.

    A good copywriter knows that and writes accordingly.
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  • Profile picture of the author sanjaypande
    Originally Posted by davemiz View Post

    writing a few vsl scripts now.... what i seem to have noticed is that the good ones seem to have really short, punchy copy vs. more longer copy written for sales letters.
    Weird statement. Short, punchy copy is good most of the time, even in long copy.


    Originally Posted by davemiz View Post

    seems like you really can't just take a sales letter and read it as a vsl... there seems to be some differences...
    Sometimes you can, sometimes you can't.

    It's a different medium that adds certain dynamics. Motion as compared to static images or text explanations in long copy, emotive music, movement, voice inflections etc.

    Originally Posted by davemiz View Post

    we had a good writer write a vsl script but it seemed like he was writing more for a sales letter style, than video... when we were reading the script, it just seemed too wordy and lengthy... so we chopped it up and edited it down (think we removed over 1000 words).
    Have you considered editing/removing many of these from the long copy sales letter too? If not, why not?

    Originally Posted by davemiz View Post

    keep in mind, i'm not a copywriter, never officially learned how... i just know how to sell... so i'm getting this from observation...
    You just know how to sell?

    That's what copywriters are ... they only know how to sell (using words on paper or other mediums of course). So, perhaps you are a copywriter and you don't even know it. (Perhaps better than some you would hire).


    Originally Posted by davemiz View Post

    also... anyone you know who's a total badass with writing good vsl scripts?
    I've yet to be impressed, but some folks have phenomenal track records and many of them hang out here. I'd recommend going after someone with experience/knowledge in your niche if possible.


    I'll tell you this much (and you probably know it). A good script with a poorly done video will outperform a poor script with a fantastic video, but there's no reason you couldn't get both.
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