Let’s answer the question, “What should I use, a video sales letter, a long sales letter, or a short sales letter?” Which do you think works best? 🤔💭🧠
And I’m going to give you my personal answer and then I’m going to give you my professional answer.
So my personal answer is the thing I’m starting with pretty much on everything we do now is a video sales letter. 📹🎥
So we start with a headline. Then we’ve got the video itself (which starts playing automatically). ▶
Then typically we have a Buy button right under the video. 💵
Then we have bullets about the product/software/service underneath that.
We have the guarantee. ✅
We have a summary of what they’re going to get. 📃
We have another Buy button 🛒
And finally a close and then probably a p.s.
That’s the pattern that we’ve been using for anything that’s under a couple hundred bucks. 💸
Now, why are we using that? Well, it’s quick, it’s easy for people to digest, and it sells well. ⏱
Does that mean long-form sales letters are dead? No! I’ve seen them still used very effectively and I’ve used them myself.
When you sell higher-priced stuff, a lot of times you have to give people more information. You have to give them more data to be able to make their decision. 🤔
So, in that case, typically what we’ll do is we’ll have a headline. We’ll have the video sales letter. We’ll have a Buy button… and then we’ll have a long-form sales letter underneath all of that.
By the way, it’s okay if the long-form sales letter duplicates a lot of what you share in the video sales letter. There’s nothing wrong with that. Why? Because you should assume people are watching either the video or they are reading (and many will do both – which is fine). 📺
So, when would you use a short sales letter? And in my opinion, a short sales letter is something that when you’re selling something cheap or something that doesn’t require a whole lot of thought. That’s when using a short sales letter makes sense as well.
So that’s what we’re doing in our business.
Now the professional answer is you have to test.
Anybody who tells you “Oh, the only thing you’re gonna use in this situation is this one and that’s the only thing that works right now.” is full of crap! 💩
Nobody knows for sure about anything until you test VSL vs. long form vs. short.
So somebody might say “Oh, well video sales letter are gonna work best here.” They don’t know that for sure. 👎
When selling, people fall into are patterns of things that work for them. These are things where they get results and it’s easy for them to get going on a project or a funnel. 🛠
That’s all that is… and I do the exact same thing. It’s like “Hey, you know what? We did this before. We got good results, so let’s just go ahead and do this again because I got other stuff I need to do!”
That’s what we do. That’s what everybody does. 🔁
So the bottom line is, you have to test to know for sure if a VSL will work better than the alternatives.
But me personally, I start with the video sales letter with the format that I just taught you above. Why? Because that’s what’s working right now for me.
Now, go test what works best for you and your audience. 👥
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