The Video Sales Letter (VSL) has been a powerful tool for online marketers and affiliates for years now. A well-crafted VSL can captivate an audience, build trust and authority, educate consumers about a product, and ultimately drive conversions and sales.
In 2024, despite the changes in the affiliate marketing industry, VSLs still perform very well for top affiliates and brands advertising on platforms like Facebook and YouTube. However, creating a VSL that truly converts requires understanding the key elements, best practices, and trends that are working now.
In this article, we shall show you how to create VSLs that convert on Facebook and YouTube ads. We will also share insights from Alex Micol, an affiliate marketer who has been crushing it with VSLs for over a decade. Alex is the founder of Scalers, a company that runs ads for 9-figure brands on YouTube and Facebook primarily using video ads. He's seen it all and has a wealth of knowledge to share.
Why VSLs are King
Video Sales Letters (VSLs) have emerged as one of the most powerful tools for driving online sales and scaling campaigns to new heights. Here is why VSLs are the ultimate weapon in any affiliate or brand's arsenal.
First and foremost, the sheer reach and engagement potential of video content is unmatched. With Facebook having nearly 3 billion monthly active users and YouTube not far behind with 2.5 billion monthly active users, the audience for video ads is massive and highly engaged. Smart marketers should be using both platforms to maximize their exposure and impact.
But it's not just about the size of the audience. Video as a medium offers unique advantages when it comes to building trust, conveying emotion, and driving action. Unlike static images or text, video allows you to create an immersive experience that grabs attention, holds it, and guides viewers toward a desired outcome.
A well-made VSL can forge an emotional bond with viewers in a way written content can't. By highlighting pain points, stirring up the problem, and presenting your product as the perfect solution, you can tap into deep psychological triggers and get people motivated to buy.
The best VSLs make viewers feel like you really understand them - like you're reading their mind and speaking directly to their needs and desires. That deep level of empathy and rapport is key for building trust and credibility, which are essential for driving sales online.
What's more, VSLs offer an unparalleled opportunity to educate potential customers and overcome objections in an engaging, easy-to-consume way. By anticipating common questions, concerns, and doubts, and addressing them head-on in your video, you can remove barriers to purchase and give viewers the confidence to buy.
Another key advantage of VSLs is the ability to leverage social proof to build instant credibility and desire. By showcasing real customer reviews, results, and media mentions within your video, you can create a powerful bandwagon effect that makes your product feel like a trusted, proven solution.
Importantly, the notion that high-converting VSLs require huge production budgets or Hollywood-level cinematography, is not true. While quality is important, what matters most is nailing the fundamentals of good salesmanship and storytelling. With just an iPhone, basic lighting, and some simple editing, even solo entrepreneurs and small teams can create VSLs that crush it.
In this article, we are going to discuss how a high quality VSL can be achieved without going overbudget.
Step 1: Always start with a script
Before diving into any video production, the foundation of a high-converting VSL is the script. Here are the key components:
- Hook (first 3-5 seconds): You must grab the viewer's attention immediately. Test multiple hooks, this is where ad fatigue happens.
- Transition: Smoothly link the hook to the core VSL message/story. Use a "pre-roll" to bridge the gap.
- Address problems: Talk about the problems your target audience faces. Go deep into the pain points and evoke emotion.
- Provide solutions: Share the various solutions, saving your product for last. Persuade viewers your product is the ultimate solution.
- Demonstrate authority: Use a credible spokesperson like the product creator. Or leverage social proof like testimonials and media features.
- Paint the picture: Show people how much better their life will be once they solve the problem with your product. Contrast that with the continued pain of not taking action.
- Clear Call-to-Action: Tell viewers exactly what to do next and create scarcity to compel action. Handle common objections and FAQs.
The script should tell an engaging story that connects emotionally with viewers and seamlessly persuades them your product is the solution they need. Investing time to get the script right makes the rest of the process much easier.
Step 2: Video production process
Now that you've got a solid script ready to go, it's time to shoot the actual video sales pitch. Here's some advice on the production side:
- Equipment: You don't need anything too fancy these days. An iPhone 14 or 15 can work great. Just add in an external mic, some basic lighting, and a teleprompter app to help you read the script.
Or, you can rent out a local studio that has all the video gear and space you need. That makes the whole process a lot more turnkey.
- Editing: Finding the right video editor is key. You want someone with a creative eye, skills in motion graphics, and the ability to take direction. Make sure to train them on the specific style you're going for.
- Visuals: Stock footage can be a nice way to enhance your video, but don't overdo it. Try to get more unique visuals by using AI tools like MidJourney and Runway to generate custom imagery.
The overall production quality of video sales pitches has really stepped up in recent years. Putting in the time to get crisp video and audio, and combining real footage with that AI-generated stuff, can help your pitch stand out and convert way better.
YouTube & Facebook trends
After constantly testing out different video sales pitches on YouTube and Facebook, here's what's been working best in 2024:
YouTube:
- Short "lead" ads: These are 1-2 minute videos, often with a raw, user-generated style, that point people to a longer, more polished video sales page. Works great for affiliate marketers.
- Vertical video: Take advantage of YouTube's Shorts feature, which is growing like crazy. YouTube will automatically place your vertical videos in that Shorts feed.
- "TV-style" ads: You can repurpose your full video sales pitch into an ad that uses a QR code for the call-to-action. That makes it super easy for viewers to convert right there on their TV.
Facebook:
- Long video sales pitches: 30-50 minutes or more is still crushing it, especially for products in health, finance, and other serious topics. The length helps build authority and trust.
- Short, raw creator videos: Authentic clips from everyday people are performing well on Facebook. But you can amp those up with better editing, hooks, and all that.
The key is matching your video sales pitch and ads to your specific audience. Younger folks on YouTube Shorts might respond better to that raw, user-generated stuff. While older Facebook users may prefer the longer, more produced video sales pitches. But no matter what, the goal is to create content that really stops people from scrolling.
AI video is the future
Perhaps the most exciting development for video marketers is the rise of AI video generation tools. Sora, which is Open AI's new video generation tool can generate highly realistic video based on text prompts.
As these AI video generators become more accessible, it's going to let video sales pitch creators do some really cool stuff:
- They can quickly test out different angles and hook ideas for their ads, without having to actually shoot anything.
- They can generate personalized video content at a huge scale, tailored to each individual viewer.
- They can use AI voice cloning to localize their video sales pitches to any language or accent.
- And they can visualize pretty much any concept, setting, or character they want to enhance the storytelling.
We're not quite at that point yet, but tools like MidJourney for images and Runway for animation are already being used by savvy marketers to make their video sales pitches faster and more affordable to produce. And the quality of this AI-generated video is just going to keep getting better and better over time.
The winning VSL process
To round out this article, below is process for creating and scaling winning VSLs for YouTube and Facebook:
- Research and scripting: First, you gotta do your homework. Dive deep into understanding your customers' main problems, concerns, and what benefits your product offers. Then use that to write a compelling script with a strong hook, story, and offer.
- Creative planning: Next, figure out what elements you need to bring that script to life - things like talent, visuals, music, etc. And decide if there are any parts that you can create using AI tools instead of shooting it all from scratch.
- Production and editing: Shoot any live footage you need. Record the voiceover. Collect any user-generated content if that's part of your plan. Create the AI-generated visuals and footage. Then edit it all together into the final video.
- Launch and testing: Time to start running that video sales pitch on YouTube and/or Facebook. But don't just run one version - test out a wide variety of different hooks to see what resonates best. Let the data tell you which ones are the winners.
- Optimize and scale: Once you've identified the winning hooks and audiences, you can start scaling on those. Keep editing and improving the video based on performance. And develop new variations of the VSL to test different angles.
If you follow this process and implement the best practices he shared, any skilled marketer should be able to create profitable video sales pitches. But the key is putting in the time and effort to write great scripts and test enough good hooks.
Insights from Alex Micol
Q: Alex, you have been preaching about VSLs for a long time. What is your recommendation for running ads on both Facebook and YouTube to maximize reach?
I've been doing affiliate marketing for 10 years now through my company Scalers where we run our own affiliate campaigns and campaigns of 9-figure brands on YouTube and Facebook with video ads. And let me tell you, the key to making bank is creating the absolute best video ads possible, no matter what vertical you're in - health supplements, lead gen, gadgets, info products, you name it. It's simple: good ads equal money in the bank, while bad ads mean you're leaving cash on the table.
So focus on improving the quality of your video ads and being a creator rather than just a copycat. Copying can provide some scale, but making your own unique, high-quality ads is how you really increase scale and profits. Work with the brands to feature a spokesperson with authority, or find an actor. Having someone speak on camera builds more trust than just AI voiceovers.
Q: What ad formats are currently working best on YouTube?
Short lead ads that point to a VSL (video sales letter) page are popular and effective right now, especially for selling info products on ClickBank and other platforms. The 1-2 minute YouTube ads sell the VSL that the user will watch on the next page after clicking through.
Short UGC (user-generated content) style ads are also working very well for lead gen. They only need to be 1-2 minutes long to get the job done. The current UGC ads are fairly basic and boring, but they still work. Imagine how much better you could do by making them more dynamic and engaging with good editing.
For physical products like gadgets, short 5-10 minute VSLs are crushing it on YouTube right now. I know people in my community doing $10-50k per day with this approach. You don't need a long 30 minute VSL overselling the product.
Surprisingly, TV-style YouTube ads with a QR code to scan are also seeing some success recently, to the tune of $10-20k per day I've heard. The frictionless ability to just scan the code and go buy makes it convert well.
Vertical video ads are also increasingly important on YouTube due to the rise of Shorts, which are getting a lot of traffic now on the platform. The great thing is YouTube will automatically place your vertical video ads in all the right places.
Q: How important is it to test different hooks/intros for YouTube ads?
Testing hooks is absolutely everything. It's my number one focus after finding a winning VSL. Listen, There is one 40-minute VSL that I have run for 2-3 years straight without changing a single thing except constantly testing new hooks, which is just the first 5-30 seconds of the video.
Ad fatigue sets in during the first part of the video, so if users aren't hooked in that beginning section, they'll never see the rest anyway. There's no point changing a VSL that already works, just keep making new hooks.
I'm always testing at least 10-20 new hooks per week, though I keep about 4 ads/hooks live at any time so I'm not running too many variations simultaneously. But the testing never stops, even when spending $10-20k+ per day, because I want the winners that emerge from those tests to keep the campaign spending and optimizing.
So in summary - script writing, finding the right spokesperson, dynamic editing, and constantly testing hooks are the keys to creating profitable video ads on YouTube and Facebook. The game is always evolving but those core principles remain.
Q: For beginners on a tight budget, what's the most affordable way to create a VSL?
A: Alright, so if you're just starting out and you don't have a lot of cash to throw around, you can still create a solid VSL without breaking the bank. First off, when it comes to equipment, you don't need anything super fancy. Even my iPhone 14 that I use can shoot great-quality video. Pair that with a decent mic, some basic lighting, and an app to read your script behind your camera, and you're good to go.
Now, you can always just rent out a studio that has everything set up and ready to go but it's gonna cost you a bit more than doing it yourself, but it's still way cheaper than hiring a big production crew.
When it comes to editing, finding a good editor is key. But here's the thing - all the top-tier editors are already taken. So what do you do? You train them yourself. That's what I do with all my editors. I'm super picky about my video quality, so I gotta train them to deliver exactly what I want.
Look for someone who has at least a basic understanding of storytelling and some motion graphics skills. Those are two things that are tough to teach. And make sure they're coachable, because you're the marketing expert, not them. They might be great at editing, but they need to be able to take your direction and feedback to create the kind of ads that you know are going to convert.
One more tip for beginners on a budget - stock footage is your friend. There are tons of great stock footage sites out there like Storyblocks where you can get high-quality clips to use in your ads. Now, I know a lot of the footage on these sites is overused and people like me can spot it from a mile away. But it's a great starting point for creating an MVP (minimum viable product) version of your VSL that you can then go in and customize and improve later on.
The key is to just get started and not let perfect be the enemy of good. Create that first draft of your VSL, get it out there, and then keep iterating and optimizing as you go. That's how you get better and start seeing those sweet, sweet commissions rolling in.
Q: Can you share any tools or resources for creating VSLs on a budget?
First up, let's talk AI voiceovers. If you don't have the budget for a real spokesperson or actor, AI voiceovers can be a solid alternative. I like to use ElevenLabs for this. It has both free and premium voiceovers but investing in the premium version is way cheaper than hiring voice talent.
The key to AI voiceovers is to make them sound as natural as possible. Don't just copy and paste your whole script and export it as one big chunk. Take the time to export smaller segments and play with the settings to get the right tone and pacing.
Another AI tool you can use is Midjourney for generating images. Again, it's not perfect, but you can create some really eye-catching visuals with it that are unique to your ad. Pair that with an animation tool like Runway and you've got yourself a pretty sweet setup for creating custom graphics and animations on a budget.
As for stock footage, Storyblocks is my go-to. They've got a huge library of high-quality clips that you can use in your ads. The only downside is that a lot of other marketers are using the same clips, so your ads might not stand out as much. But like I said before, it's a great starting point.
If you really want to take your VSLs to the next level without spending a ton of money, I highly recommend learning some basic video editing skills yourself. Even just knowing how to do simple cuts, transitions, and text overlays can make a big difference in the quality of your ads. There are tons of free tutorials out there on YouTube that can teach you the basics of editing with software like Adobe Premiere or Final Cut Pro.
At the end of the day, the most important thing is just to get started and not let a lack of resources hold you back. Use what you have, get creative, and keep pushing forward. The more you practice and experiment, the better you'll get at creating high-converting VSLs that don't cost an arm and a leg.
Conclusion
The VSL remains one of the most powerful tools for driving online sales and it continues to evolve. Hopefully this article has provided a solid primer on creating VSLs that convert based on what's working now in 2024.
The main takeaways are to invest heavily in the script, tell authentic stories, produce scroll-stopping content, and leverage new AI tools to rapidly test hooks and create personalized video.
As Alex says, any affiliate or brand can win big with VSLs if they develop the skills and nail the process. But it takes real work and dedication. You can't just rip other ads and expect to scale to the moon.
So take action on what you've learned here. Analyze successful VSLs in your market. Spend time writing compelling scripts. Test a bunch of hooks. Lean into emerging trends and AI tools. And make better ads than the other guy. That's how you win in this game.
To learn more about Alex Micol and how his company Scalers is crushing it with VSLs, check him out on YouTube where he shares tips and insights for free. And if you're a major brand looking to scale, hit him up. Just don't ask for his secret sauce - you've gotta earn that yourself. Now go create some VSLs that convert!
