My thoughts on VSLs vs. written sales letters

I'm sure you've seen the proliferation of VSLs coming online.

And there's a reason, they work and work well.

You can bet that savvy marketers test the daylights out of them.

But the truth is, some beginning marketers can't pony up the extra cash
to have their sales pitch put into video.

And to you, I say don't worry about it.

Get the best written sales letter you can get, put it up to test, hopefully
get some cash flow coming in, and save up to have a video made.

Because let's be honest... the copy is usually the 3rd most important
thing... after the list/audience/target market and your offer.

A crappy sales pitch using a great offer to a hot list will do better than the world's best sales letter to a sh*tty list.

In other words... VSLs are just another medium to deliver your message.

The medium (video vs. written) won't make the sale, the message does, as long as it's to a targeted audience who wants what you're selling.

Look, humans are humans, and we all buy for our reasons. It's simply human nature.

So persuasion can take place through a written sales letter just as much as video.

Again, the way you deliver the message isn't as important as the message itself, as long as it's to the right audience.

So again, start with written if you can't afford a video letter, then when you can, test that against the written and roll out the winner.

But for those marketers I've been chatting with lately, asking whether they should do video or written... my answer is always the same: test both.

But just remember that the message matters more than the way it's delivered. and the list/audience matters even more than the message.

Give me an incredibly persuasive written letter over a poorly written video sales letter any day....