Copy Paste VSL Framework - Cole Gordon Video Sales Letter

what up guys cole here and in this video i talk about our vsl framework so vsl stands for video sales letter and for us we have two companies together pacing about 25 million a year both of the acquisition systems of those companies are through video sales letter funnels so i talk about the framework for this i talk about the difference between direct leads indirect leads we also talk about the six ways to start a sales message so where to code over to the next video and get this training going so the question is do you

have a formula for a vsl now for those who don't know what a vsl is a vsl means a video sales letter so really the same thing as a traditional sales letter that's been around for you know hundreds of years at this point but over video which you know one of the first people to pioneer that i would recommend learning from is john benson the vsl not the actual sales letter but the video sales letter now in terms of a formula it really depends you know it'd be nice if there was a one-size-fits-all formula for

every single offer out there that you could just kind of plug and play like your perfect webinar script um and it would work but unfortunately that's not the case so uh what i really recommend doing is reading this book called great leads and it identifies the six most predominant ways to start a sales message and in particular i find that between those six ways there's certain lead types that are more direct and certainly types that are more indirect so indirect or let's start with direct a little bit easier so direct means in the lead which

means in the first 30 seconds of the video sales letter in this case if it was written it would be in the first couple of lines they know it's an offer right they know you're trying to sell them something indirect means you're maybe starting with a story a secret a proclamation you're starting with some value and then what's happening is you're pivoting somewhere in the sales message to the call to action so it might start off with the story but then through you telling the story it kind of pivots to you selling something right so

that's an indirect lead now the reason that is important to understand is whether you're going more direct or more indirect that's going to highly predicate the the way you're going to make your bsl and to be candid it's very different if you're very very direct it's very different from very very indirect but in general once you decide that here's how via cells look the first thing you want to do is you want to start with a pattern interrupt okay so a pattern interrupt is exactly what it sounds like it breaks the prospect's pattern like so

when we walk through life we're running you know our brain is always trying to conserve energy and in doing so it kind of creates scripts for us to run through like that's why everybody you know a lot of people whether they consciously have a morning routine or not they kind of have a morning routine right that's a script your brain is running at the same time when you go to work your brain goes into the working script right when you're scrolling on social media you're kind of in a pattern of the scroll right you're in

the scrolling script easy way to think about it i'm not a you know nlp genius over here but i'm kind of simplifying it so the pattern interrupt as it sounds breaks the pattern it breaks the script now there's a couple ways to do that the thinking behind it is essentially you want to communicate an idea that's either new uh that's valuable okay or that it implies danger really if you look at value versus danger if you think about like a primitive brain right so like a caveman you have um you know if a caveman's walking

through the forest and a stick breaks behind him that could mean danger right that could mean you know a tiger that's trying to eat him right this is thousands of years ago obviously but this stuff actually applies so that's a a new it's a novel thing that's happening and it's it's implying danger or the novel thing that could be happening could be implying of value okay maybe it's food that he can eat and bring home maybe it's um you know a woman that he could mate with i don't know you know something that could give

him status it could be a million different things so i would think about it as new unique useful specific it implies danger it implies consequences or it implies value right those are kind of the overarching things i'll add a little bonus in here for pattern interrupts i would even say um if it even implies confusion that could be good okay so like for instance i mentioned john benson i mean that's a great guy to learn this stuff from but you know one of his sales messages starts off with hey my name is john and this

is my lucky jacket now this is a weight loss promo but it's hey my name is john this is my lucky jacket and then in this video and then he goes and do the next part which we're going to cover in a second but hey you know this is my lucky jacket right it's like what i i did one the other day where i have a uh you know i'm selling a sales training course right so it's all in that but i start the ad with a coin really close to the camera that's like look

at this sexy little hot thing right here and it's like a bitcoin and like most people think that and then i go into my sales message now i tie the pattern interrupt overarching or into the overarching sales message so that's really important you can't just if it is going to confuse somebody you can't just do something random you got to do something that is paid off in the sales message so that's step one step two is really dropping the hook which is uh you know it's kind of a little bit of a hook and promise

okay it's it's it can be um a fluid thing here the hook is really calling out to the audience or calling out to a specific group of people looking to do a specific thing or experiencing a specific circumstance or specific problem so you could either step you know there's three ways to do a hook at least the way i'm thinking about it okay um you can call the audience you can call to the problem they're experiencing or their circumstances or you can call to their desires right so you could say um you know this would

just be a really basic example for realtors who are looking to get more high-end listing appointments at 400 to 600 000 a month for their listing teams listen up right in in my example at least that might not be the actual definition of a hook for like most copywriters in the way i'm teaching this formula that's that's what i call my hook now my promise is after i uh address the circumstance the problem the desire what have you the promise is really almost think of is like the headline okay and that's ultimately what they're going

to get by consuming the marketing message okay what they're going to get the benefit they're going to receive not from the product but from from consuming the marketing message really really important distinction not from the product from consuming the marketing message now if you're doing an offer lead or a very direct lead you know your your promise is going to be basic i mean your big promise is like is the product right it is what you could do for the clients the benefits but in a traditional more indirect lead promise based lead secret lead proclamation

lead that type of stuff which is a lot of sales copy it's really like if you're telling a story it's the best it's communicating really or implying the benefit of them consuming the story or reading the rest of the sales message okay again not the product so uh there's multitude of different examples like this but that's the second step okay i could give examples for days the third step is usually when you get the big promise i mean what that promise is is a claim okay it's a claim now by the way i mean we're

like you know i'm 10 minutes into this explanation or whatever and uh this is maybe the first 20 seconds of your sales message right so you got to realize like the reason i'm spending so much time on this part is because it's the most important part it's it's the lead that's why if you ever get copy coaching they just review the lead most of the time because that's what's going to uh mean the majority of the results if a copywriter tries to beat your control they're usually just going to try to test the lead and

a lot of times like i even know a guy who's a really really well-known copywriter and very very successful and usually with him he just tries to uh change the first like one to two lines that's it one to two lines and he'll beat the control and he'll get royalties because of that pretty cool gig so anyways to digress after we make the big promise to big claim we need to back it up now every claim needs to be backed up with two to three different proof points so there's so many different types of proof

there's third party credibility there's living proof there's your client results there's uh celebrity endorsements there's all sorts of stuff okay so all sorts of different types of proof uh we want to use a combination there's reason why i prove or like i call that like table side logic there's analogies there's metaphors there's quotes um you want to use a combination of all of them to prove what you just said to be true okay prove what you just said to be true it's really really important you could show you could just demonstrate right show not tell

it's another form of proof and then after that what you want to do so to recap we got patent interrupt we got big promise we got big proof the next step is we want to salt the lead okay so what's salting the lead basically we're about to reveal um you know the new upper new opportunity or or whatever that they're going to read in the sales message right so for the next kind of like 90 seconds we really want to tease the benefits of what we're going to share right so like i think the big

promise was like what you're going to learn from this and then now salting the lead is like teasing out the benefits of whatever they were gonna learn does that make sense so it's like we wanna tease the benefits a good way to do this is you can like say and you know the best thing about this opportunity is you can do it without this without this without this like the things they hate their objections and another way you could tease it is you can tell them what it's not right you can say and it's not

this it's not this it's not this it's not this right it builds curiosity of like they're like what is this thing like what is the the mechanism or the new opportunity or whatever the ip is here and then at the same time when we're talking about the benefits and what it is we want to talk about it and i got this from kyle millen he was a copywriter for agora in a way that's new in a way that feels big it's fast that it's the only that anybody can do it and then it's easy and

predictable okay so we want to you're not going to get all of those maybe you can but you're probably not going to hit all of those but if you get a couple of those that's huge okay so we get that and then what you do is then you can finally start to explain the opportunity and the way i like to explain the opportunity so now we're going to a different part right we soldered the lead now we're going to go into the explanation what i like to do is an easy way to really suck them

in because the biggest thing is we want to get them to like stay and watch the video uh after we soldered the lead solder the lead now what's really going to hook them is when we pivot to a story okay and what we want to do when we pivot to the story is we want to be able to deliver what's called the preeminent reason why okay the preeminent reason why is the reason in their own best interest for them to consume the story of the sales message so like this is the issue with like you

know most people they hate these marketing videos with like oh my rag is a rich story all this love and at the end of the day it's because like there's no value given through the story it's just like look how great i am i'm on forbes i'm on this i'm on this i'm in this you know i'm awesome like it's just like ah like people are so tired of that it can work but people are very tired of that on the contrary if you give the preeminent reason why what you're doing is you're telling them

the benefit of them consuming the story before they consume the story right you're getting buy-in and permission to let that or for them to hear your story right and you're telling them why knowing the story is important opposed to it just seeming like you're not now you're just pivoting to talking about yourself that is so big so i'm a really big believer in that and then the next part is you tell your story then the story will reveal an epiphany that is the opportunity how you stumbled or discovered upon the opportunity or how a client

did and then after that you give content on how to execute the opportunity right it's only three steps right three steps to build an amazon business three steps to do this crypto whatever it is and then you see ta call to action right so you know the story in the content yeah there's a method to the madness of that like if anybody wants to know more about this stuff they could work with us as a private client they'll probably be a link below you can book a call or dm me on facebook or something um

comment below saying you want more information we'll we'll uh we'll send it to you but yeah i mean you do story and then the story is going to go into content to cta so there's a lot of nuances within all that stuff but the most important part is the lead so for the guy who asked that question you