What The Walking Dead Taught Me About VSLs

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So what does this picture have to do with how to write a better VSL?

In the picture above, Rick Grimes, the lead character in The Walking Dead is sitting against a truck tire… face covered in blood… with a look of shock and terror in his eyes.

That was the opening of Season Four’s Finale.

And it had me hooked from second one. Why?

I’ve been studying winning VSLs for as long as they’ve been around. But it wasn’t until this VSL strategy was pointed out to me by Rick Duris (responsible for multiple VSL controls himself) that I was even aware of it.

His words hit me like a ton of bricks. And now my clients and I are seeing results. MAJOR RESULTS. What I’m about to share is so subtle, yet so essential, it’s the reason why I decided to write this article. I had to get the word out.

If you do this one thing, I can guarantee at minimum you’ll skyrocket your video engagement stats. At best, you’ll significantly boost conversions.

All you have to do is ask yourself one simple, easy question…

“Is my VSL MEMORABLE?”



As a Copywriter, ask yourself this question: “Will someone remember my video 30 minutes from now?”

It’s a simple question to ask. But difficult to execute. You have about 15 seconds, tops.

In The Waking Dead’s case, it reeked of emotion. Without a word being spoken.

And it opened a loop that immediately made me wonder, “How’d Rick get there?”

That gave the episode time to tell a story – without rushing it. And made the payoff create an epic, OMG moment for viewers.

Now as a video sales letter copywriter, you’re always looking for a way to grab people, so they’ll keep watching your VSL and believe the offer; believe you’re leading them to a satisfying payoff.

But let’s be honest, most of the time that doesn’t happen. And a BIG reason your hot, shocking, sexy or mysterious first 10 seconds don’t come together is:

You’re not even thinking about it like that. The concept isn’t on your radar. Yet it’s one of the most important purposes of your hook… or how you enter the conversation leading to your hook.

And when a memorable lead isn’t in place, you’re insecure about every word you write… even if you’re not quite sure why… wondering, “Geez, is this even gonna work? Should I start over?!?!”

So here’s the deal…

If prospect doesn’t remember your VSL lead 15 seconds after leaving your site, you’re making a costly mistake.

…a mistake that will likely murder your conversions.

…it’s a cardinal sin no copywriter wants to make.

Avoiding this cardinal sin can be as simple as asking yourself one simple question.

Yup, you guessed it…

“Is it memorable?”



I actually have that question tacked up onto my wall – just above my computer at home.

It’s a question that keeps me… keeps my lead… keeps the flow of my VSL script in-check.

A memorable lead also gives me a slight creative license to build towards my offer… which is just enough room to write something special… something that converts HUGE…

…rather than putting out just another paint-by-numbers, white noise VSL.

Of course…

When you do come up with a memorable lead, it makes writing an effective VSL Script almost easy. You get that confident feeling in the pit of your stomach saying, “Yeah baby, I got this!” Your chances of creating a winning VSL skyrocket. And you know it.

But it’s more than that.

Copywriters are always playing a game against each other.

It’s called Beat the Control.

We’re hired to write a VSL that converts higher than the best current
campaign in a market or niche.

That’s why…

Most of us will take the time to deconstruct the control we’re trying to beat – so we can figure out, “Why is this working? Why is this converting so well against cold traffic?”

With that in mind, take a fresh look at today’s top offers and ask yourself, “Are they memorable?”

For instance, is Manifestation Miracle memorable? If so, why? If not, why’s it working? If you’re writing in that space, how can you make something MORE memorable?

You can even take a fresh look at your own stuff. Pull up the last VSL script you wrote. Now, ask yourself, “Is it memorable?”

Sure, maybe it’s converting. But we don’t just like to beat other
people’s controls, we like to beat our own too, right? (Sorry, that sounds wrong;-)

Again, as a copywriter…

A big part of your work is crafting leads just as memorable as the openings for TV shows like The Walking Dead.

If you can do that…

If you can write a memorable lead that draws prospects in, you’ll be beating controls all day long.

Mark

P.S. Don’t go for the obvious. You’ve got to trigger curiosity, shock and awe… or a sense of mystery. So what gets you there? Is it a picture of what your prospects want? Something they don’t want? Something else entirely? Think about it. Wrestle with it. The time you’ll spend is well worth it.

P.P.S. I’m also a big fan of the TV show Lost. Like The Walking Dead, Lost (or any episodic TV show) was really just one big on-going open
loop. And nobody did it better than Lost – largely because almost every opening and conclusion to the show was… memorable.

It stuck in your head WAY after it was done… making you foam at the mouth for next week’s episode. They knew what their hook was and kept bringing it to life in new ways.

Your VSL lead has to do the same thing.

Daunting? Nah, you’re up for it.
#dead #taught #vsls #walking
  • Good stuff Mark.

    I did have an awful feeling when you mentioned the "Walking Dead"…

    That VSL's should always be zombie slow in getting to the point.

    Thankfully that's not what you said.


    Steve
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  • Agora/Stansberry's "FREE physical silver" VSL will always stand out in my mind as the ultimate MEMORABLE VSL.
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  • Profile picture of the author Jason Kanigan
    Curiosity, emotional involvement and understanding the target market are also at play in The Walking Dead example. I'm sick and tired of zombie stuff after many years of being interested, can't force myself to watch the show...yet upon seeing the image and reading Mark's description, I WANT TO WATCH. I am curious about what happens...and I am emotionally involved--even peripherally, it's effective. My gut tells me to be totally shocking, the blood has to not be from zombies, but another human being. I am very curious how it turns out.

    Last night I watched a Twilight Zone episode. Season 1, Episode 1. I thought {SPOILER AHEAD}, "This should be some kind of test, a sensory deprivation test...but naaaahhh...despite Serling being a good writer, nobody would have the vision or guts to do that in 1958 or whatever." I watched on...and darn if Serling hadn't thought of and executed that very idea.

    So in that vein, I am quite interested in finding out how this episode from a TV show I abandoned at the end of Season 2 turns out!

    What's notable here is that I am an "underground" member of the target market: given an attention-getting premise, I am more than willing to return my grudging observation to it. And I am immediately re-involved!

    A reminder that The Hook Is King. You may succeed without it, but it suuuuuure helps.
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    • Profile picture of the author RickDuris
      Originally Posted by Jason Kanigan View Post

      Curiosity, emotional involvement and understanding the target market are also at play in The Walking Dead example. I'm sick and tired of zombie stuff after many years of being interested, can't force myself to watch the show...yet upon seeing the image and reading Mark's description, I WANT TO WATCH. I am curious about what happens...and I am emotionally involved--even peripherally, it's effective. My gut tells me to be totally shocking, the blood has to not be from zombies, but another human being. I am very curious how it turns out.

      Last night I watched a Twilight Zone episode. Season 1, Episode 1. I thought {SPOILER AHEAD}, "This should be some kind of test, a sensory deprivation test...but naaaahhh...despite Serling being a good writer, nobody would have the vision or guts to do that in 1958 or whatever." I watched on...and darn if Serling hadn't thought of and executed that very idea.

      So in that vein, I am quite interested in finding out how this episode from a TV show I abandoned at the end of Season 2 turns out!

      What's notable here is that I am an "underground" member of the target market: given an attention-getting premise, I am more than willing to return my grudging observation to it. And I am immediately re-involved!

      A reminder that The Hook Is King. You may succeed without it, but it suuuuuure helps.
      Down in beautiful San Diego a couple nights ago...
      "A bunch of morons dressed as zombies attacked a car outside Comic Con last night -- smashing the windshield and scaring the family inside -- with the driver ultimately RUNNING OVER a woman as he tried to drive away.

      San Diego PD says ... the insane scene unfolded during the annual "Zombie Walk" -- where people dress up as the undead and stumble down the street.

      But during the "walk" ... the zombies approached a car stopped at an intersection and began ATTACKING the vehicle ... despite the fact there was a family inside ... including two small children"
      But wait there's more...

      http://www.tmz.com/2014/07/27/comic-con-zombie-walk-accident-woman-scared/
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    • Profile picture of the author angiecolee
      Originally Posted by Jason Kanigan View Post

      Curiosity, emotional involvement and understanding the target market are also at play in The Walking Dead example. I'm sick and tired of zombie stuff after many years of being interested, can't force myself to watch the show...yet upon seeing the image and reading Mark's description, I WANT TO WATCH. I am curious about what happens...and I am emotionally involved--even peripherally, it's effective. My gut tells me to be totally shocking, the blood has to not be from zombies, but another human being. I am very curious how it turns out.

      Last night I watched a Twilight Zone episode. Season 1, Episode 1. I thought {SPOILER AHEAD}, "This should be some kind of test, a sensory deprivation test...but naaaahhh...despite Serling being a good writer, nobody would have the vision or guts to do that in 1958 or whatever." I watched on...and darn if Serling hadn't thought of and executed that very idea.

      So in that vein, I am quite interested in finding out how this episode from a TV show I abandoned at the end of Season 2 turns out!

      What's notable here is that I am an "underground" member of the target market: given an attention-getting premise, I am more than willing to return my grudging observation to it. And I am immediately re-involved!

      A reminder that The Hook Is King. You may succeed without it, but it suuuuuure helps.
      To go slightly off topic: Jason, I despise horror movies and the genre by and large. Too gory for me, and my overactive imagination pictures this stuff happening in real life - terrifying.

      But I can't get enough Walking Dead. Yes, from time to time there's WAY too much gore. But they're dead - that kinda can't be helped. What I love is the characterization. What would you do at the end of the world? Would you hold on to hope? Would you hold on to morals? Would you hold out hope for humanity or turn to the adage that only the strong survive? Could you make peace with being a killer if it means surviving?

      They're all great questions, and in a lot of instances you find yourself asking those very things while watching this show. I highly recommend it.
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      • Profile picture of the author Jason Kanigan
        Originally Posted by angiecolee View Post

        To go slightly off topic: Jason, I despise horror movies and the genre by and large. Too gory for me, and my overactive imagination pictures this stuff happening in real life - terrifying.

        But I can't get enough Walking Dead. Yes, from time to time there's WAY too much gore. But they're dead - that kinda can't be helped. What I love is the characterization. What would you do at the end of the world? Would you hold on to hope? Would you hold on to morals? Would you hold out hope for humanity or turn to the adage that only the strong survive? Could you make peace with being a killer if it means surviving?

        They're all great questions, and in a lot of instances you find yourself asking those very things while watching this show. I highly recommend it.
        LOL going along with your aside... I've been interested in zombie stuff since I was a teenager, about 25 years now...got The Walking Dead books...big Romero fan (78's Dawn of the Dead is my favorite zombie film)...I'm just tired of the genre after so many years. The moral dilemmas are interesting for sure, and you can get those in any Apocalyptic setting.

        All stories go from isolation to integration (comedy, in its original meaning, eg. Star Wars...even the loner Han Solo joins up eventually), or integration to isolation (tragedy...eg. The Road.) I've written over 40 short stories but nothing apocalyptic. The real effect of zombie tales comes from both their dehumanization of the world and the shocking way individual choices now matter in a smaller social group...it's like the girl in the red dress in Schindler's List. Since there are far fewer people, it's easier to see the results of those choices, and the consequences are more direct.

        I feel I'm mentally prepared for society to go to hell. Preppers have a saying, something like "You're two missed meals away from the zombie apocalypse": that's how long it will be before your neighbors start looking at your home as a source of food and other resources and start thinking about breaking in.

        The World War Z audio book has an excellent section where Alan Alda plays the role of a sort of Economic Czar of a recovering America. It's pretty awesome. He calmly explains how all the roles like "talent agent" and "bank executive" became frivolous, and the people who knew how to replace a pane of broken glass or grow a home garden became the most valuable. I'm thankful I know about metalwork, woodworking and some other trades if a SHTF event happens.
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      • Profile picture of the author Mark Pescetti
        Originally Posted by Jason Kanigan View Post

        I'm sick and tired of zombie stuff after many years of being interested, can't force myself to watch the show...yet upon seeing the image and reading Mark's description, I WANT TO WATCH. I am curious about what happens...and I am emotionally involved--even peripherally, it's effective. My gut tells me to be totally shocking, the blood has to not be from zombies, but another human being. I am very curious how it turns out.
        You're spot on Jason. The payoff to the opening scene is epic... EPIC! I actually had the video clip for what happens in the post, but Rick (wisely) edited it out for me.

        Originally Posted by angiecolee View Post

        But they're dead - that kinda can't be helped.
        Hershel believed there would be a cure. That's why he kept his walking-dead-wife in the barn (season 2.) When he woke up to the fact that she was dead - after taking multiple shots to the chest, it devastated him.

        But watch the latest trailer for season 5. It's all about getting to Washington - so they can get the cure out. Can the disease be reversed?

        Originally Posted by angiecolee View Post

        What I love is the characterization. What would you do at the end of the world? Would you hold on to hope? Would you hold on to morals? Would you hold out hope for humanity or turn to the adage that only the strong survive? Could you make peace with being a killer if it means surviving?
        All those questions would make this hook (The Walking Dead) work really well for a survival VSL. It'd be a blast to write;-)
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  • Profile picture of the author angiecolee
    Blast to write, Mark? No pun intended? LOL
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    • Profile picture of the author Mark Pescetti
      Originally Posted by angiecolee View Post

      Blast to write, Mark? No pun intended? LOL
      I love the way your mind works;-)
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  • Profile picture of the author angiecolee
    Heh. It works a lot like a 17 year old boy's mind.

    My default reactions are swearing and lewd jokes.

    But yes, a prepper letter that drew on those moralistic questions would certainly kick some major ass!
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  • Profile picture of the author LinsaySmith
    Thanks Mark Pescetti.

    I thought that was very detailed and interesting. I liked the infographic from Mr. Duris.

    Thanks for taking the time to post this.
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    • Profile picture of the author Chriswrighto
      I believe this also applies to webinars...

      Especially if they're part of a funnel.

      I'm working with a client at the moment where the webinar could be the end of the funnel (if they buy the product)... but if they don't there are a few more steps they need to go through.

      My thinking is that if the webinar is still in the back of their mind... every future conversation will hold my client in authority... someone that they can trust and who has already given them some solid content.

      But if they forget the webinar, I imagine that the results will drop.

      What d'ya reckon?
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  • Profile picture of the author phfactor1
    Great post Mark with an assist from Rick Duris' infographic.
    As an aspiring VSL copywriter this thread hits hard for me.

    Question for the group - is it possible to take Rick's 10 tips and use them for a shorter VSL in the 60-90 sec range?

    Thanks in advance.

    Patrick
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    • Profile picture of the author angiecolee
      Originally Posted by phfactor1 View Post

      Great post Mark with an assist from Rick Duris' infographic.
      As an aspiring VSL copywriter this thread hits hard for me.

      Question for the group - is it possible to take Rick's 10 tips and use them for a shorter VSL in the 60-90 sec range?

      Thanks in advance.

      Patrick
      If you want to get technical, that's 10 steps for a 60 second script. Even if you broke them all out separately and sequentially (which you don't need to do, since they build on each other), that's 6 seconds per step. There are 6-second Vines that tell an entire story from beginning to end.

      It's more than doable. You just have to write tight and make every word pull its weight.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Chriswrighto View Post

      I believe this also applies to webinars...

      Especially if they're part of a funnel.

      I'm working with a client at the moment where the webinar could be the end of the funnel (if they buy the product)... but if they don't there are a few more steps they need to go through.

      My thinking is that if the webinar is still in the back of their mind... every future conversation will hold my client in authority... someone that they can trust and who has already given them some solid content.

      But if they forget the webinar, I imagine that the results will drop.

      What d'ya reckon?
      Everything that makes a memorable VSL can be applied to webinars.

      Give us an example (of what you're working on) Chris. Let's come up with some from Rick's infographic to hook people from second one.

      Originally Posted by phfactor1 View Post

      Great post Mark with an assist from Rick Duris' infographic.
      As an aspiring VSL copywriter this thread hits hard for me.

      Question for the group - is it possible to take Rick's 10 tips and use them for a shorter VSL in the 60-90 sec range?

      Thanks in advance.

      Patrick
      Of course it's possible. You only need a few seconds for your spot to be memorable, right?

      One question...

      "Where's the beef?"

      Yeah, it's not direct response. But commercials (and radio spots) are fun to study. You can apply a lot of the attempts at memorability done in brand advertising-based commercials to your VSL.

      I'll give you the same challenge as Chris...

      Give us some context. Maybe we can come up with something....

      Mark
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      • Profile picture of the author phfactor1
        Originally Posted by Mark Pescetti View Post

        Everything that makes a memorable VSL can be applied to webinars.

        Give us an example (of what you're working on) Chris. Let's come up with some from Rick's infographic to hook people from second one.



        Of course it's possible. You only need a few seconds for your spot to be memorable, right?

        One question...

        "Where's the beef?"

        Yeah, it's not direct response. But commercials (and radio spots) are fun to study. You can apply a lot of the attempts at memorability done in brand advertising-based commercials to your VSL.

        I'll give you the same challenge as Chris...

        Give us some context. Maybe we can come up with something....

        Mark
        I appreciate your generous offer Mark.
        The short version is that I'm charged with writing a 60-90 video script for a company that sells doodle animation videos. So the video needs to get prospects to call and order a doodle video or 3.
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        • Profile picture of the author Chriswrighto
          Originally Posted by phfactor1 View Post

          I appreciate your generous offer Mark.
          The short version is that I'm charged with writing a 60-90 video script for a company that sells doodle animation videos. So the video needs to get prospects to call and order a doodle video or 3.
          I don't know what it's like for you in US...

          But here in the UK, if we see a decent piece of graffiti like this in Brighton...



          Then we stop and awe. Take pictures on our phones 'n' all.

          People of all ages too.

          I think I'd hit yours that way...

          "What does graffiti and your business have in common?"... type'a thing.



          EDIT: Damn... didn't think the pic was that big... apologies.
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      • Profile picture of the author Chriswrighto
        Originally Posted by Mark Pescetti View Post

        Give us an example (of what you're working on) Chris. Let's come up with some from Rick's infographic to hook people from second one.
        Ooh yeah.

        It's BizOpp and the aim of the webinar is to help the attendees with two problems...

        1. Finding the right business (their past ones haven't worked out).
        2. Give them a way to send traffic to their business, to get "eyes on" their offer (was a problem last time they tried... and gives them the ability to hit the ground running with my client).

        Whatcha reckon?

        Chris
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  • Profile picture of the author dbostian
    I've actually stopped watching TWD for a bit, but I really liked this write-up/comparison. Though for me, I really liked the opening scene of that episode which was just pure silence. I think it was the first of season 3.
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  • Profile picture of the author benbro
    It's so funny that you mentioned Lost, Mark. In fact, just yesterday I was thinking the exact same thing. In fact, if there's any show that has created the blueprint for open loops -- its Lost.

    It would not be a stretch to say that just about everything the creators did with the show are still controls. Take the episode titles, for example. "Live Together, Die Alone"...Before watching this one I spent 5 or 10 minutes just playing scenarios out in my mind.

    Just don't think I've seen any more magnetic than theirs
    .

    Plus, I've never met anyone who was able to quit Lost mid-way through. Whereas, like Dbostian...I've walked away from TWD.

    On the other hand...

    Lost is one of those deals where you either start it and get sucked through the entire funnel.

    - or -

    You make a conscious decision, at the beginning, to stay as far from the show as possible.

    Anyhow, great thread Mate. Love the infographic too.
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    • Profile picture of the author Jason Kanigan
      Originally Posted by benbro View Post

      It's so funny that you mentioned Lost, Mark. In fact, just yesterday I was thinking the exact same thing. In fact, if there's any show that has created the blueprint for open loops -- its Lost.

      It would not be a stretch to say that just about everything the creators did with the show are still controls. Take the episode titles, for example. "Live Together, Die Alone"...Before watching this one I spent 5 or 10 minutes just playing scenarios out in my mind.

      Just don't think I've seen any more magnetic than theirs
      .

      Plus, I've never met anyone who was able to quit Lost mid-way through. Whereas, like Dbostian...I've walked away from TWD.

      On the other hand...

      Lost is one of those deals where you either start it and get sucked through the entire funnel.

      - or -

      You make a conscious decision, at the beginning, to stay as far from the show as possible.

      Anyhow, great thread Mate. Love the infographic too.
      I did. I quit Lost. Somewhere close to the end of Season 2. After the smoke monster it just got too silly. And I read ahead. That was the real killer. If I hadn't read the plot summaries and explanations and interpretations--I spent a couple hours on that, so I WAS interested--I probably would have stuck with it.

      The other thing I didn't like was the overdone music-only wistful montage scenes that went on FOREVER. Talk about director indulgence. BARF.

      There really was too much going on in that show. I liked the concentration on a character or two per episode, but they never had an overall story arc planned out beforehand and just made it up as they went along.
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      • Profile picture of the author BudaBrit
        Originally Posted by Jason Kanigan View Post

        I did. I quit Lost. Somewhere close to the end of Season 2. After the smoke monster it just got too silly. And I read ahead. That was the real killer. If I hadn't read the plot summaries and explanations and interpretations--I spent a couple hours on that, so I WAS interested--I probably would have stuck with it.

        There really was too much going on in that show. I liked the concentration on a character or two per episode, but they never had an overall story arc planned out beforehand and just made it up as they went along.
        I quit after episode 11 of season 1. The finding of the hatch killed all interest in me.
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  • Profile picture of the author benbro
    You know...something told me not to say "never" .

    No seriously, you know what I love most about this thread? After my first comment, I thought about Mark's statement some more...And then it hit me.

    Video sitcoms are nothing more than long VSLs. The only difference is that the next steps they beckon us to -- watch the next episode -- is so subtle we never noticed we're being called to action.

    Meanwhile, the advertisers are certainly aware of it.

    Cheers!
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