The Marketer’s Guide to Video Sales Letters

what is a video sales letter

Video sales letters are an extremely effective way to sell products and services. They are so effective, in fact, that businesses have been using them for decades as a primary means of marketing and advertising. 

But what exactly is a video sales letter? And why are they so valuable?

Let’s take a closer look at video sales letters and explain why they are still an essential tool for converting more prospects into customers.

What Is a Video Sales Letter?

A video sales letter is a marketing tool businesses use to take a specific action, such as purchasing a product or service. They are usually between 2-8 minutes in length and include a persuasive sales message delivered by a real person rather than an automated voice or computer-generated graphics.

Video sales letters often introduce new products or services, offer special deals or discounts, and increase urgency or scarcity. They can be highly effective in converting prospects into customers, as they provide a personal touch that can be lacking in other forms of marketing and advertising. These letters can usually be found on websites, social media platforms, and email campaigns.

Do Video Sales Letters Still Work?

Absolutely! In fact, video sales letters are more effective than ever before. Thanks to advances in technology, businesses can now create high-quality videos that are both informative and persuasive. And with the rise of social media, it’s easier than ever to share these videos with a broader audience.

Video sales letters offer personalization and intimacy that other marketing tools simply can’t match. When done right, they can forge a strong connection with viewers and motivate them to take action.

What Should Be in a Video Sales Letter?

There are a few key elements that every effective video sales letter should include. Below we’ll cover five core aspects of a well-constructed video sales letter. Each of your video sales letters should:

Include a Captivating Hook

The first few seconds of your video are crucial. You need to quickly capture your viewer’s attention and make them want to keep watching. This can be done with an interesting story, a surprising statistic, or a powerful question.

Be Short and Sweet

Your viewers’ attention span is limited, so it’s important to make your point quickly and keep your video sales letter short. The sweet spot is usually between 2-8 minutes in length. Any longer than that, and you risk losing your viewer’s interest.

Use Relateable Examples

Your viewers are more likely to be persuaded if they can see how your product or service will benefit them directly. Use specific examples and stories to illustrate the value of what you’re offering.

Explains a Challenge and Solution

Most people are looking for a solution to a problem they’re experiencing. In your video sales letter, be sure to explain the challenge your viewer is facing and how your product or service can help them overcome it. A challenge without a presented solution is not likely to motivate someone to take action.

Have a Clear CTA

Your video sales letter should always end with a clear call-to-action (CTA). This is what you want your viewer to do after watching your video, such as visiting your website, signing up for your email list, or making a purchase. Make your CTA concise and easy to follow.

Step-By-Step Process For Creating a Video Sales Letter Script

Now that we’ve covered the basics of what should be included in a video sales letter, it’s time to start writing your script. This can be a daunting task, but we’ve broken it down into five simple steps to make the process easier.

1. Define Your Objective

The first step is to clearly define your objective. What do you want your video sales letter to achieve? Are you looking to increase brand awareness, generate leads, or make sales? Once you know your objective, you can create a more targeted and effective video.

2. Identify Your Target Audience

Who is your target audience? This is an important question to answer as it will determine the tone, style, and content of your video sales letter. For example, if you’re selling a new health supplement, your target audience might be health-conscious individuals who are looking for a natural way to improve their health.

3. Write Your Hook

As we mentioned earlier, the hook is the first few seconds of your video, and it’s important to make it captivating. This is what will grab your viewer’s attention and make them want to keep watching. Take some time to brainstorm an interesting story, statistic, or question that will engage your viewers from the start.

4. Create Your Content

Now it’s time to start writing your script. Begin by outlining the main points you want to cover in your video sales letter. Remember to keep it short and sweet, using relatable examples and stories to illustrate the value of what you’re offering. And don’t forget to include a strong call-to-action at the end.

5. Test and Measure

Once you’ve created your video sales letter, it’s important to test it out and see how it performs. Track your metrics, such as views, clicks, and conversions, to see if your video is achieving its intended purpose. If not, make some necessary tweaks and try again.

FAQs About Video Sales Letters

More questions about video sales letters? Let’s get into it.

How Long Should a Video Sales Letter Be?

The sweet spot for video sales letters is usually between 2-8 minutes in length. However, this can vary depending on your specific goals and target audience. Generally speaking, you should avoid anything longer than 10 minutes.

Where Can I Learn How to Write a Video Sales Letter?

There are a number of resources available to help you write a video sales letter, including books, blog posts, videos, and online courses.

Should I Use Video Sales Letters Templates?

There is no one-size-fits-all answer to this question. In some cases, a video sales letter template can be helpful, especially if you’re new to the format. However, it’s important to make sure that the template you choose is relevant to your specific product or service. Otherwise, it could do more harm than good.

Where Can I Find Examples Of Sales Letters?

Have you ever seen those long video ads on YouTube? Yeah, those are video sales letters. You can also find examples of video sales letters on company websites, landing pages, and social media platforms.

Is a Video Sales Letter the Same as a Video Listicle?

No. A video sales letter is a specific type of video that’s designed to sell a product or service. A video listicle, on the other hand, is a list-style video that’s typically used for entertainment or educational purposes.

Video Prospecting Script vs. Video Sales Letters: Are They the Same Thing?

No. Although they may seem similar, video prospecting scripts and video sales letters serve different purposes. Video prospecting scripts are typically used to generate leads, while video sales letters are used to convert new business.

How Much Does Video Sales Letter Copywriting Cost?

The cost of video sales letter copywriting can vary depending on the length of the video, the complexity of the project, and the experience of the copywriter. Generally speaking, you can expect to pay anywhere from $500-$5,000 for a professionally written video sales letter.

Where Can I Hire Someone to Write My Video Sales Letter Script? 

Copywriting agencies are a great resource for finding copywriters who specialize in video sales letters. Alternatively, you can post your project on a freelancer platform to get a larger pool of qualified contractors.

Should You Hire a Video Sales Letter Copywriter?

There’s no right or wrong answer to this question. It ultimately depends on your budget, timeline, and overall experience with copywriting. If you’re not confident in your ability to write a video sales letter script, it may be worth hiring a professional.

Video Sales Letters: An Integral Part of a Powerful Marketing Strategy

Video is where the future of marketing is going. Smart business owners and marketers are using this to their advantage and incorporating video sales letters into their marketing strategies. With a powerfully written video sales letter, your business can expect to see a higher conversion rate and increased market visibility.

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