A video sales letter is a type of sales page that uses video instead of text to persuade your prospects to buy your product or service. Video sales letters can be more effective than text-based sales pages because they can capture the attention of your audience, appeal to their emotions, and demonstrate your product or service in action.
However, creating a video sales letter is not as simple as recording yourself reading your sales letter. You need to follow a specific process to ensure that your video sales letter is clear, compelling, and convincing. In this article, we will show you how to turn a sales letter page into a video sales letter in five steps, and explain why each step is important for your success.
Step 1: Write a Script
The first step to creating a video sales letter is to write a script for your video. The script is the foundation of your video sales letter, and it should follow the same structure as your sales letter page. A well-written script will help you:
- Grab the attention of your prospects and summarize the main benefit of your product or service in a catchy headline.
- Hook your prospects and build rapport with them in an introduction that shows that you understand their problem and that you have a solution for them.
- Identify the pain points or challenges that your prospects are facing and why they need a solution in a problem statement that agitates their emotions and creates a desire for change.
- Introduce your product or service as the best solution for their problem and explain how it works and what it does in a solution presentation that showcases its value and benefits.
- Provide testimonials, case studies, or statistics that back up your claims and demonstrate the results that your product or service can deliver in a proof section that builds trust and credibility with your prospects.
- Highlight the main features and benefits of your product or service and how they can improve the situation of your prospects in a benefit section that reinforces their desire and interest.
- Create a sense of urgency and motivate your prospects to take action quickly by using limited-time offers, bonuses, discounts, or guarantees in a scarcity section that triggers their fear of missing out.
- Tell your prospects exactly what they need to do next to get access to your product or service and why they should do it now in a call to action that closes the deal.
When writing your script, you should use clear and concise language, avoid jargon and technical terms, and use storytelling techniques to make your message more engaging. You should also use emotional triggers, such as pain, fear, desire, curiosity, or excitement, to influence the decision-making process of your prospects.
Step 2: Create Visuals
The next step to creating a video sales letter is to create visuals that will accompany your script. Visuals are essential for making your video sales letter more appealing and persuasive. They can help you:
- Capture the attention of your prospects and keep them interested in watching your video by using images that relate to your topic, such as photos of yourself, your product or service, your customers, or relevant scenarios.
- Illustrate your message and make it easier for your prospects to understand and remember by using animations that create dynamic and engaging visuals that can explain complex concepts, show processes, or highlight key points.
- Show your product or service in action and demonstrate its value and benefits by using stock footage that adds variety and professionalism to your video sales letter by showing landscapes, lifestyles, or situations that are relevant to your product or service.
- Build trust and credibility with your prospects by showing them real people, real results, and real testimonials by using video testimonials that feature satisfied customers who share their stories and experiences with your product or service.
There are different types of visuals that you can use for your video sales letter, such as images, animations, stock footage, or video testimonials. You can find these visuals on sites like Pexels or Pixabay.
When creating visuals for your video sales letter, you should make sure that they are relevant, high-quality, and consistent with your brand identity. You should also avoid using too many visuals or visuals that are distracting or irrelevant.
Step 3: Record Audio
The third step to creating a video sales letter is to record the audio for your video. The audio is the voice-over that will narrate your script and deliver your message to your prospects. The audio is one of the most important elements of your video sales letter because it can:
- Establish a connection with your prospects and make them feel like you are talking directly to them by using a natural and conversational tone that matches their language and style.
- Convey your personality, tone, and enthusiasm for your product or service by using vocal inflections, such as rising or falling intonation, to express questions, statements, or emotions.
- Emphasize the key points and benefits of your product or service and persuade your prospects to take action by using variations in pitch, pace, and volume to create interest and excitement.
- Pause between sentences and paragraphs to create emphasis and clarity by using strategic silences that allow your prospects to process and absorb your information.
To record the audio for your video sales letter, you will need a high-quality microphone and a quiet environment. You can use tools like [Audacity] or [GarageBand] to record and edit the audio. You can also hire a professional voice-over artist if you want to have a more polished and professional sound.
When recording the audio for your video sales letter, you should speak clearly and confidently, avoid filler words, such as “um”, “uh”, or “like”, that can make you sound unprepared or unsure, and practice your script before recording to ensure that you deliver it smoothly and flawlessly.
Step 4: Edit the Video
The fourth step to creating a video sales letter is to edit the video using video editing software. Video editing is the process of combining the audio and the visuals into a coherent and compelling video. Video editing can also include adding transitions, text overlays, and other effects to enhance the quality and impact of your video.
These tools can help you:
- Trim, cut, or split your video clips to remove unwanted parts or adjust the length of your video by using editing tools that allow you to manipulate your video clips easily and precisely.
- Arrange your video clips in a logical sequence that follows your script and message by using timeline tools that allow you to drag and drop your video clips in the order that you want.
- Add transitions between your video clips to create smooth and seamless changes by using transition tools that allow you to choose from different types of transitions, such as fades, wipes, or slides.
- Add text overlays to your video clips to highlight important information, such as headlines, bullet points, or call to action by using text tools that allow you to customize the font, size, color, and position of your text.
- Add effects to your video clips to create visual interest, such as filters, animations, or sound effects by using effect tools that allow you to apply different kinds of effects to your video clips.
When editing your video sales letter, you should aim for a video length of around 10 to 15 minutes. This is the optimal duration for keeping your prospects engaged and interested without losing their attention. You should also preview and test your video before publishing it to ensure that it is clear, error-free, and appealing.
Step 5: Add a Call to Action
The final step to creating a video sales letter is to add a call to action at the end of the video. A call to action is a statement that tells your prospects what they need to do next to get access to your product or service and why they should do it now. A call to action is crucial for converting your prospects into customers because it can:
- Create a sense of urgency and motivate your prospects to take action quickly by using a time limit or a scarcity element that creates a fear of missing out on a valuable opportunity.
- Eliminate confusion and provide clear instructions on how to proceed by using a strong and direct verb that indicates the desired action, such as “buy”, “order”, “sign up”, or “click”.
- Include a specific and measurable outcome that your prospects will achieve by taking action by using a benefit statement that summarizes the value proposition and benefits of your product or service.
- Provide a clear and visible link or button that leads to the landing page where your prospects can complete the action by using a contrast color or a large size that draws attention and invites clicks.
Here is an example of a call to action for a video sales letter:
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Creating a video sales letter can be a powerful way to boost your sales and grow your business. By following these five steps, you can turn any sales letter page into a video sales letter that converts:
- Write a script that follows the structure of your sales letter page and uses emotional triggers.
- Create visuals that relate to your message and show your product or service in action.
- Record audio that conveys your