LEVERAGE THIS EVERGREEN VIDEO SALES LETTER STRUCTURE TO CONVERT COLD PROSPECTS AT SCALE IN YOUR OUTBOUND PROSPECTING CAMPAIGN:
The purpose of such a video is to help you sell your mechanism, your service, your offer at scale.
It is important for you to have been able to convert some prospects on a sales call before through a discussion or a personalized video, since you need to KNOW the thing that makes every prospect tick once they see it or learn about it.
This thing could be:
- The transformation that you have been able to bring other people who were in the same situation as the prospect
- The actual step by step process you follow to deliver results.
For this one it is important for it to be a NOVEL mechanism or else people will overlook it and not pay attention! The only exception is having a known mechanism but adding your own twist to it that makes people have an epiphany.
You need to establish a knowledge gap that most of your market has and the purpose of this sales video is to educate them, and make them want to be part of this new world that you/your team have created.
Things to keep in mind:
- This video is going to be mostly shared with people who don’t trust you yet, so it is important to keep the video short!
Duration of the video: 5-15 minutes max.
- As much as this video is here to educate prospects, it is even more crucial to use it to sell you & your service.
- The main goal for this video is to make people want to get on a call with you after watching it.
- Leveraging some visual assets helps so I recommend building a flow using Lucidchart
- When making the video, make it as if you were making it for a single person, so don’t use plural pronouns.
- Make sure people can see you, avoid making a video where you’re only recording the screen.
Structure of the video:
- Thank the prospect for watching the video:
- They’re investing their time watching the video so please greet them and thank them for watching the video.
- Call out the right people who should be watching this video:
Leverage the information you know about your audience/market and relate to painful problem
- Their current situation
- Their desired situation
- Allay their fears
- Compliment their attributes.
- Sell yourself:
- This part is crucial and should be done in the first 2 minutes, since no one will pay attention to you if they don’t trust you.
- Leverage the story behind you, your business and the solution you offer. Stories are great at giving people context and people will trust you even more if they can relate to your story or if your story can showcase that you’re someone who understands what they’re going through.
- Leverage case studies: they are crucial as they show prospects that you’ve done it before. Make sure that your case studies follow this structure:
- Before state: In what state was the customer in as well as his business before they started working with you. (emotional, revenue-wise, systems wise, etc)
- After state: In what state was the customer in as well as his business AFTER working with you. (emotional, revenue-wise, systems wise, etc) And make sure to associate this transformation to the core concept that you will share in this video
- Timeline: how long did it take to go from before state to after state.
- Share your One thing: what is the one thing that if your prospect was to become aware of, it would make it unreasonable for them NOT to buy!
For most people the one thing will be the mechanism that they leverage to deliver for their customers
- What you will share in this part needs to change the prospect’s beliefs about what you do and it needs to make them feel like they NEED it to achieve their desired outcome.
- What you will share in this part needs to solve all or most of their past pains that they would have dealt with if they had tried doing it before, use stories to explain how.
- If you’re introducing a completely new system then you can easily throw rocks at old/current methods that most of the market is using to achieve the outcome that your company delivers!
- Include some more proof and case studies to back up your claims.
- List common questions/objections and answer them to cement this education part:
- If you’ve been selling your service for a while now, you should know what are the main objections or questions that you get from prospects who are learning about your service/mechanism. Simply mention those concerns in the video and explain how they don’t apply in this situation, how they’re dealt with, etc
- If you don’t normally get questions or don’t know what those objections would be, then you can simply skip this part and reiterate the fact that the process you’re showing them can change their current business trajectory.
- Offer an opportunity for them to book a call:
- For you to be able to provide more in depth guidance on how this mechanism can be implemented in their business and the real benefits it could potentially bring to their business.
- You can embed your booking link in the loom video and simply let the prospect know that they can book a call right after watching the video.
- If you want to add more friction since you’re getting a lot of leads wanting to get on a call, simply tell them to ask you for the link if they want to hop on a call.
Tool needed to make this video:
- Google doc
- Loom 10$/month
- Lucid chart - free
IMPROVING THIS VIDEO SALES LETTER:
It is important to understand that the first video that you will make following this structure won’t provide you with the best results, so after 2 weeks of testing your first video and having at least 20-50 prospects view it, I suggest you create a new one.
- The good thing with creating more of these videos is that they can still be posted on all platforms and convert even more people at scale.
- I won’t give you a specific % of people who should book a call after watching the video, since you shouldn’t expect for the video to do all the heavy lifting, the follow ups made after people watch this video is what will convert most people on the call!
- When making new VSLs, I suggest testing new angles and by angle, I mean focus on other areas of the prospect’s business that are impacted by your solution.
← PREV: 
NEXT: → 