November 12, 2021

Video Sales Letters: How to Use Them to Your Advantage

In this post you'll learn:

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!

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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. 

What is a video sales letter designed to achieve?

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:

  1. Grab the audience’s attention with a strong hook
  2. Paint a picture of their top pain points and/or goals
  3. Demonstrate how your product or service addresses those pain points and/or gets viewers closer to their goals
  4. Inspire them to take action right away

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.

How long should a good video sales letter be? 

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.

VSL examples: What you can learn from 3 strategic sales videos

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.

Hippo Video

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. 

https://www.youtube.com/watch?v=nYyRjzpFHsM

What can you learn from it?

  • Within the first 15 seconds, it introduces a problem that sales reps would love to find a solution to (sending out tons of text emails that don't stand out enough to generate positive responses)
  • Next, the bulk of the video explains the features of Hippo Video, highlights how each of them solves the initial problem mentioned, and shows them in action
  • Finally, the video concludes with a call-to-action—"Use videos to speed up your sales and sell your brand better"

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. 

Jarvis

Next, we have the Jarvis VSL. It uses a slightly different structure than the Hippo Video example.

https://www.youtube.com/watch?v=JUbaMUJnNgk

This sales video converts because it: 

  • Immediately mentions a desirable outcome (a faster easier way to write various kinds of content and copy) and then introduces a common pain point—writer's block
  • Ties the offer—Jarvis—to a specific outcome (writing 5x faster)
  • Introduces the signup call-to-action (CTA) early on in the process of explaining how to use the tool and how it works
  • Includes video testimonials to build trust
  • Reiterates the CTA, encouraging viewers to sign up immediately

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.

Pipedrive

Finally, we have Pipedrive. How did this sales CRM and pipeline management platform approach its video sales letter? 

https://www.youtube.com/watch?v=m6JL8VS0Sag

Notice that it: 

  • Immediately addresses a potential objection potential customers might have ("I'm an experienced sales pro so why would I need this software?")
  • Demonstrates how the tool makes sales easier even in complex cases
  • Builds credibility and encourages viewers to try Pipedrive by sprinkling social proof throughout the video 

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. 

How to create video sales letters that actually sell

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.

Step 1: Formulate a plan

Before you begin writing the sales script or conceptualizing scenes, create a game plan.

  • Remind yourself of who your target audience is and what their top challenges and goals are
  • Clarify the main ways in which your product or service solves their biggest problems or gets them toward their goals
  • Determine what your one call-to-action will be 
  • Outline what types of social proof, data or information you will use to establish yourself as a trustworthy company

Then, you can move on to writing your script. 

Step 2: Create your video sales letter script outline

Instead of outlining manually, you can speed up the process and create a script outline in minutes with Jarvis' Video Script Outline Template.

Jarvis Video Script Outline Example 1

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.

Jarvis Video Script Outline Example 2

Next, you can start filling in the details. 

Step 3: Write your video sales letter script 

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:

  • Talking about a pain point they have
  • A big goal they're working toward
  • Or by telling a short, relatable story that gets them emotionally invested in or curious about what you have to say next

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 Jarvis. 

Jarvis Video Script Hook and Intro Example 1

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. 

Jarvis Video Script Hook and Intro Example 2

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 Jarvis templates that can help with this including the: 

  • Unique Value Propositions template to concisely state what sets your offer apart from alternatives and how it benefits your customers
  • Feature to Benefit template to emphasize why each feature of your product or service is so valuable
  • Persuasive Bullet Points template to sum up and reiterate the advantages of choosing your company in a compelling way

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. 

Jarvis AIDA Template CTA Creation Example

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: 

Jarvis Full VSL Script Example 1

And here’s an example of the script for a SaaS tool for qualifying prospects:

Jarvis Full VSL Script Example 2

Other script-writing tools to try:

Some other tools that can help you write scripts for your sales videos include:

  • FunnelScripts from ClickFunnels uses the product or services info you input to generate a curiosity statement (AKA hook) and an explanation of your solution. FunnelScripts costs $797 for lifetime access.
  • LeadScripts is a fill-in-the-blanks type tool that uses formulas to develop sales video scripts. Pricing starts at around $97 per month.
  • GrooveCopyPro is similar to the tools above and provides formulas and templates that can be used for sales videos. Pricing is currently $997 for lifetime access.

There are a couple of advantages to using Jarvis, though. For one, the content and copy generated are more natural and conversational since Jarvis learns from how real people write on the internet. For another, especially if you use Boss Mode and go through Jarvis 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. 

Step 4: Create and edit your VSL using video editing tools

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: 

  • Canva offers a template library, stock videos, animated graphics, music, and an easy-to-use drag and drop functionality. As is with its image editor, Canva's video maker is free with the option to upgrade to a paid plan starting at $12.99 per month.
  • Lightworks offers ready-made titles and transitions, a collection of stock videos and free-to-use music clips, multi-cam video editing, video tutorials, and more. Lightworks has a free forever plan but you can also upgrade to pro for as little as $23.99 per month.
  • Vimeo Create integrates with iStock for stock images, offers a music library, more than a 1,000 templates, and a ton of customization options. The Vimeo Basic plan is free, and paid plans start at $12 per month.

With these tools, you don't have to be a video pro to create polished and persuasive sales videos. And, with Jarvis, you don't have to be an expert in writing sales copy to write video sales letter scripts that convert. Sign up for Jarvis and see the magic for yourself!

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Meet the author

Dave Rogenmoser
CEO of Jarvis

Dave is the Co-Founder Jarvis and Proof, a Y Combinator-backed tech company base in Austin, Texas. He is also a husband and father of 3 boys. You may be surprised to hear Dave once ate the beating heart of a King cobra & is 6'8" tall.

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