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Video sales letters are a proven way to build trust and gain customers. See examples of great sales videos and learn how to create your own step-by-step!
There are a million things that can make or break a sale including rushing prospects through the sales process or failing to address their concerns and questions thoroughly and promptly. But when you think about it, many of those errors tie back to one thing—trust.
If you don't have the trust of the people you're selling to, you lose. So you have to be intentional about building credibility. That includes using videos and, specifically, video sales letters, which are one of the most powerful ways to build trust.
Let's dive into how you can use video sales letters (VSLs) to your advantage. We'll talk about everything from what VSLs are, to how to write a high-converting script. We’ll also dive into tools and tackle video production.
Much like a traditional direct mail sales letter, the goal of a VSL is to sell a product or service. It's a sales pitch in video form. And it can live on home pages, landing pages, and sales pages or in an email campaign or ad. But, no matter where it’s placed, its purpose is to drive immediate conversions.
To accomplish that, it has to tick 4 boxes. It must:
We'll talk about how to do all of the above shortly but, first, let's talk about the appropriate length for a sales video that covers all these bases.
There's no minimum or maximum length for VSLs but there are some rules of thumb worth remembering.
One, your sales video should be only as long as needed to grab attention, sufficiently explain key selling points, and direct viewers on what the next step is. If you can do this in a minute or two, great. If you need five, then you need five.
Two, the higher the price of your product or service, the more important it is to clearly explain the value of its features and build trust. The same goes for complex products and services, especially if your audience is unfamiliar with them. In these instances, longer video content may be needed. So, as long as you've zeroed in on what information is essential and left out what's not, don't sweat the length.
Speaking of what's essential for a high-converting video sales letter, let's look at some great video sales letter examples and see what we can learn from them.
There are hundreds of great video sales letter examples out there, but we'll consider just a few that do an outstanding job of selling their products.
First up, is a VSL from Hippo Video. This popular tool for sales and lead generation videos claims to get users up to 3x more engagement.
What can you learn from it?
This is a textbook example of an effective structure for high-converting VSLs. In fact, it uses the Pain Agitate Solution (PAS) copywriting framework to remind potential customers of the problem they face and motivates them to solve it immediately using Hippo Video's solution.
Next, we have the Jasper VSL. It uses a slightly different structure than the Hippo Video example.
This sales video converts because it:
Find success by starting your videos on a positive note, building credibility with testimonials and other forms of social proof, and inviting viewers to take the next step more than once.
Finally, we have Pipedrive. How did this sales CRM and pipeline management platform approach its video sales letter?
Notice that it:
This is a great reminder that you must eliminate potential objections before they have the opportunity to derail your sales. Only then will your efforts to build trust work.
With the above examples and lessons in mind, it's time to dig into the process for creating an effective video sales letter that'll help you reach your target conversion rate.
Before you begin writing the sales script or conceptualizing scenes, create a game plan.
Then, you can move on to writing your script.
Instead of outlining manually, you can speed up the process and create a script outline in minutes with Jasper's Video Script Outline Template.
Just input your video title and desired tone of voice. You'll get lists of main points to cover in your video, which you can adapt to your offer.
Next, you can start filling in the details.
Think back to the basic elements of a VSL that we mentioned earlier and saw examples of. What comes first in a script? The hook, of course! The goal is to immediately capture each viewer's attention by:
If you fail to get this right, viewers won't watch long enough to understand the value of what you're offering. And since they won't hear your call-to-action, your video won't drive conversions. To make sure that you nail your video hook and intro, use Video Script Hook and Introduction template in Jasper.
Simply enter your video title and a desired tone of voice such as dramatic, excited, bold or even secretive to immediately grab attention. In return, you'll get a variety of hooks and intros that you can use as-is, edit or even combine.
Next up, there's the meat of your video where you introduce your product or service, demonstrate how it works, and highlight why viewers should trust and be interested in it. There are also Jasper templates that can help with this including the:
And, beyond this, you'll want to include testimonials, case studies or other social proof that can help you build credibility. Once the body of your script is laid out, close with a clear, compelling CTA. If not already provided by the script outline template, you can use the AIDA Framework template.
The AIDA template is great for heightening the interest and desire you've already generated, reiterating your main selling points, and inviting viewers to take action right away. (You'll probably want to shorten outputs from this template so that they blend smoothly with the rest of your script and aren't too repetitive. For example, you could pull ideas from just the Desire and Action sections.)
The finished product—using our earlier example of the KeywordKing SEO tool—will look something like this:
And here’s an example of the script for a SaaS tool for qualifying prospects:
Some other tools that can help you write scripts for your sales videos include:
There are a couple of advantages to using Jasper, though. For one, the content and copy generated are more natural and conversational since Jasper learns from how real people write on the internet. For another, especially if you use Boss Mode and go through Jasper Bootcamp, you can write scripts, emails, and other sales copy up to 2x faster than you otherwise could. You could easily create one or more short video scripts within the hour!
Then, you can move on to the next step in the process of creating a sales video: Creating the video.
While you may already have ideas about the overall concept and vibe of your video by this point, you'll also need to let your finished script guide your choice of visuals and audio. Fortunately, there are many video editing tools out there that make this process easier and faster with templates and user-friendly interfaces. A few great options are:
With these tools, you don't have to be a video pro to create polished and persuasive sales videos. And, with Jasper, you don't have to be an expert in writing copy to write video sales letter scripts that convert. Sign up for Jasper and see the magic for yourself!
Dave is the Co-Founder Jasper, a Y Combinator-backed tech company based in Austin, Texas. He is also a husband and father of 3 boys.
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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s.