What is VSL and how to use it in your digital marketing?

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Have you ever imagined being able to sell your product or service with a simple video? Well, this is possible with VSL, the acronym for Video Sales Letter. This is a digital marketing technique that uses a persuasive video to sell products or services on the internet.

In this post, you will learn what VSL is, what its benefits are, how to create it, and what the best practices are for creating an efficient sales video that can revolutionize your business. Are you curious? Then keep reading this article.

What is VSL?
VSL is a way of presenting an offer to your target audience through a video. The goal is to convince the viewer to take an action, whether it be buying a product, signing up for a service, downloading a material, etc. VSL is different from an institutional or educational video , as it has a greater focus on conversion.

The VSL can be used at different stages of the sales funnel , from attraction to closing. It can be inserted on a sales page, in an email marketing campaign, on a social network, in an advertisement, etc. The zalo database thing is that the VSL is aligned with the value proposition of your offer and with the profile of your audience.

What is the difference between personal VSL and narrated VSL?
In narrated VSL, there is no actual person speaking in the video, but rather an emphatic narration and a good script. This type of video has the advantage of being quicker and easier to produce, in addition to delivering a direct message to the target audience.

Personal VSL, in which there is a real person in front of the camera, has the advantage of creating a more human and emotional connection with the target audience, as it shows the face, expression and body language of the person speaking. This can generate more trust, sympathy and authority for your brand. In addition, this type of video tends to be more dynamic and engaging, as it allows you to use gestures, looks, smiles and other resources to capture the viewer's attention.

However, both types of VSL, especially if it is for social networks like Instagram or TikTok, cannot be too long. Ideally, it should not exceed 1 minute. However, this time may vary if it is, for example, a video for a landing page, because the person has already clicked on it and is already interested in the product, so they are willing to learn more about what you sell.

What are the benefits of VSL for digital marketing?
VSL can bring several benefits to your business's digital marketing, such as:

Increase conversion rate: Video is a format that attracts attention, generates emotion and trust in the viewer. In addition, video allows you to convey more information in less time, which can reduce objections and increase desire for your product or service.
Improve SEO: Video, along with a blog post, helps your search engine rankings by increasing time spent on the page, engagement, and sharing. In addition, a video published on YouTube, for example, can appear in search results, which can increase organic traffic to your website.
Strengthen your brand: Video is a way to showcase your brand’s personality, values, and value proposition. Video can help create an emotional connection with your target audience and build authority and credibility in your market.
How to make a VSL?
To make a VSL, you need to follow some steps, such as:

Define the objective: The first step is to define the objective of the VSL, that is, what action you want the viewer to take after watching the video. For example, buying a product, signing up for a service, downloading a material, etc.
Know your audience: The second step is to know your target audience , who are the people who will watch your VSL. You need to know what their pain points, desires, needs, objections, habits, preferences, etc. are. This way, you can create a video that is relevant, attractive and persuasive to your audience.
Create the script: The third step is to create the script for your VSL, the text that will be narrated in the video. The script must follow a logical and emotional structure that captures attention, generates interest, awakens desire and provokes action in the viewer.
Learn the structure of a VSL video
Just like writing a text or making any video, which needs to have a beginning, middle and end, VSL also has its own structure. However, since its language model is different from an informational video, for example, it needs to have the following components:

Attention: This is the initial part of the video, where you should grab the viewer's attention with an impactful phrase, a question, a statistic, a story, etc. The goal is to generate curiosity and make the viewer continue watching the video.
Problem: This is the part where you should present the problem that your audience faces and that your product or service can solve. The goal is to generate identification and empathy with the viewer, showing that you understand their pain and that you have the solution.
Solution: This is the part where you should present your product or service as the ideal solution to your audience’s problem. The goal is to generate value and benefit for the viewer, showing the characteristics, advantages and differences of your offer.
Proof: This is the part where you must prove that your product or service works and delivers the promised results. The goal is to generate trust and credibility for the viewer, showing testimonials, success stories, guarantees, certificates, etc.