right so here's the deal you've looked at your sales you've looked at your sales letter maybe your boss maybe you maybe your wife or kids or your significant other whoever is saying it sucks and it's not good enough and i'm going to leave you on the curb unless you get this straight so you are in dire straits and you need a video sales letter that converts so i'm going to tell you exactly how to get one in this series it's a six part series on exactly how to create a top flight kick ass video sales
letter that you can be proud of i'm john benson and this is sales copy secrets [Music] welcome to part one on how to create a vsl i'm going to give you my five-step vsl formula that has made over 12 billion dollars sit down for a moment and let that sink in for a second 12 billion dollars over the past 10 years that's not bad not too shabby i wish it was all mine it wasn't so unfortunately i do not have 18 ferraris but it has provided a lot of people including myself with a nice lifestyle
and i think it can do the same for you there are five steps that i'm going to be covering in this series hence the same shirt across all the series here's what i want you to do do not forget to subscribe below if you like what i'm saying if i have earned your like if i've earned your respect after you watch this like this video and do me a favor share it with others click that notification bell all that kind of good stuff let's dive in okay part one what is a vsl well i've already
got a video for that it's over here somewhere i don't know which way i'm pointing so you go find the link it's going to be in the description if it's not above or to my head or underneath me or something like that but here's the big question we've got right now that we have to answer why are vsls the way to go well i'm going to give you a couple of reasons why they're the way to go and then i'm going to show you what a vsl needs to look like on a page okay first
of all a vsl is much easier to create than a sales page and why that is i'm not really sure it just happens to be and i think it has something to do with the way our brains process information i created vsls in 2006. and i'd written sales pages before and the sales pages that i'd written were very average but when i created a vsl i instantly became one of the top marketers in the world because the vsl just took off and the second vsl i wrote was for another book that i didn't write it
was for the book truth about abs by mike geary and that has gone on to do 30 40 million dollars in sales and i just kind of avalanched from that point on and i don't know why vsls were so much easier to write for me but they were possibly because you're writing in slide segments or at the very least if you're writing in a google doc or a word doc you're writing sentence fragments sentence fragments one sentence at a time two sentences one sentence and there's something about the brain that can wrap around that a
lot easier if and this is a big if if you have the formula to go on if you don't have a formula to go on like if you're just winging this on your own then that can be just as hard as a sales page but when you're at a sales page you're writing like paragraphs and you're kind of getting lost in thought and it's a lot harder to concentrate unless you're a professional copywriter so first of all they are easier to create second of all they are easier to test then the reason why is because
vsls live and die usually by only a few sections the introduction which can be as short as seven seconds and as long as maybe a minute and the pitch now there are other areas inside of esl that you want to test don't get me wrong the story is super important the hook is important all those kind of things but i've tested many vsls changing nothing more than the first 500 words and have seen massive increases in my conversions they're easier to test because you can crank them out faster especially with software like we have so
a sales page you don't have that ability to do usually and it's a little bit more laborious to have it coded so a little bit easier to test third reason it is perceived as higher content value this is a really sneaky reason but it's true because when your prospect hits this page it's going to look like a video right even if it's just slides it's going to have a higher perceived content value than just reading words on a page does that make sense now this is especially true if your first 30 seconds have like maybe
stock video in them or imagery and things of that nature they're feeling like they're watching a youtube video or a youtube documentary even better on something that has a much higher perceived value than just reading an article on something which is what a sales page even in its best form is going to come across looking like the fourth and this is by far and away my favorite is the fact that you and you alone control the sales process now what do i mean by that on a sales page the process is as follows customer hits
page customer scrolls customer maybe reads three percent of your copy customer sees price customer says f off i'm gone that's that's ridiculous or whatever they haven't been sold yet right they have not been sold yet you control the selling process in a vsl because you control the pace at which they get to that price or to the pitch and in very clever if not somewhat shall we say skirty on the side of google and facebook they don't like this very much but i used to lock down the scrolling mechanisms of the video in other words
i would remove the ability to skip ahead and some people i know still do that if you can get by with it i would suggest it because it definitely increases conversions if not some of your support tickets but the reason why is because i don't want them to see the pitch or the price until i tell them all about it until i sell them on the idea but you can control the the pace of the cell so much more effectively even if you don't restrict those controls because people will simply watch longer now some people
will fast forward to the end but the price is only in a few places so they have to search around for it so a lot of people will watch from the start especially if you have a first minute that's really engaging fifth reason higher conversions i don't think i have to say anything more than that you'll make more money generally speaking now i have written sales pages i still like to write sales pages but when it comes down to making higher conversions vsls almost always outperform traditional sales pages there are exceptions as in everything in
life but generally speaking you're going to earn more if you get this down okay the last section of this video is what does your page need to look like to get your vsl actually online you know is it just a video sitting there on a page with nothing on it sometimes like if you look at agora publishing one of the most successful the very first billion dollar marketing company i can think of their vsls were nothing more than a video on a page with a little headline above it and that's it with the disclaimers of
course below like you know financial disclaimers and things like that but very very plain so you can go with this something as simple as a headline okay as the video underneath it obviously right and a buy button the buy button my finger wouldn't work look at this ah this is what you get when you go to the gym too much your fingers cramp okay three see i can do that three but three things that's it that's really all you need now i would suggest having the buy button drop at a specific time so if your
video is say 45 minutes long and your price comes in at 30 minutes long have the buy button drop at 30 minutes that's a very clever idea now to make that on steroids to make that even better is you can have that buy button drop and then underneath it you could have a surprise bonus with a timer on it hey also get this bonus worth x if you order within the next five minutes and you have the timer start clicking down that's super clever we've used it many times second you can have is testimonials immediately
under that button the third thing you can have is a little mini recap of the vsl see you can have a little mini sales page underneath that magic buy button that's what we called it when i created it a long time ago in 2006 now video players like wistia vitalytics they have that built in so you don't even have to use additional code you get that pretty much with almost any app that you're using to create these videos with so don't worry about the code too much just worry about what goes underneath it now we'll
dive into what goes underneath a video sales letter in a much more in-depth series later on i'm just trying to get you started today and we're just going to go through this the introduction and then the five steps to creating a winning bsl so be sure to watch the very next video in the series it's going to go over step one step one is about grabbing attention it's called the snap suggestion and i can't wait to share with you the tips that i know will work to help secure attention from the viewer throughout your entire
video so they make it to your pitch and they buy from you i'm john benson and until the next video i want you to be unignorable you
