3.1 - Video Sales Letter Framework

The Goal of VSL is to change beliefs!

Video sales letter to make it rain:

Title:

“ How {{ Company}} went from {State 1} to {State 2} in {Time frame} using {Mechanism}”

( The more specific the headline - the better hehe)

• The one core concept they must believe to Buy your product/service:
• This is the thesis of the video sales letter.

Example:

In catholicism, the one thing that everyone needs to believe in order for everything to fall in place, is the BIBLE!

The goal is to break people’s limiting beliefs. ( The education part will be to break these limiting beliefs)

What are the 3-5 things your prospects must believe to be true such that they buy your product?

1. Belief
2. Belief
3. Belief

1.START WITH WHO YOU ARE AND WHO YOU’VE HELPED. ( Drop bombs on bombs - for credibility)

• They don’t know you and they don’t trust you. Make sure they know what’s up asap.

2.WHO THIS IS FOR?

- Call out the audience and Relate to painful problems.

• Encourage Dreams - “ You want…”
• Acknowledge Desires
• Compliment Attributes
• Allay Fears
• Justify Failures
• Confirm Suspicions
• Throw Rocks at Enemies. ( Market forces)

3.BIG DOMINO THAT MUST FALL - THE ONE THING THAT PEOPLE NEED TO BELIEVE - CORE CONCEPT:

• Remove responsibility. Place on something they can’t control
• It’s not your fault. It’s because of…..
• The truth is…
• Introduce the Core concept ( The big Domino that must fall). The one thing they must believe such that they start working with you.

Ex: Prospecting needs to get done everyday. No one taught you the right channel to use to reach your prospect. The messages provided aren’t converting. Too broad. Etc

4.BACKGROUND ON YOURSELF

• Your story. Doesn’t need to be too long. #CREDIBILITY - why should they listen to you?

5.EDUCATION STEP 1. ( Belief Changer 1)

- Introduce education Step 1.

• Back it up with proof/ story
• Reiterate step.
• List common questions and answer them to cement the education step.

EDUCATION STEP 2.

Introduce education Step 2.

• Back it up with proof/ story
• Reiterate step.
• List common questions and answer them to cement education step.

EDUCATION STEP 3. ( Belief changer)

Introduce education Step 3.

• Back it up with proof/ story
• Reiterate step.
• List common questions and answer them to cement the education step.

Summary: provide summary of the steps.

TRANSITION INTO SELLING;

Option 1: HARD WAY.

Option 2: Work with me ;)

ADD CASE STUDIES/ TESTIMONIALS.

SHOWCASE THE TRANSFORMATION.

If you work with my team, you’ll be able to:

MAP OUT ALL THE BENEFITS OF WORKING WITH YOU:

1. X
2. X
3. X
4. X
5. X

OFFER/ CALL TO ACTION:

• Sum up features (optional) and offer
• Include price ( optional)
• Include option to book a call
• Introduce scarcity ( Limited quantity, limited time)

WARNING ( what happens if they don’t do it now)

Give Bonus ( Optional)

• If you book a call right now, you will get an extra…

Another call to action!!

Q/A.

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