69% of consumers prefer to learn about a product by watching its video as per a study done by Wyzowl. Since videos work, 59% of teams use video in sales and customer conversations as per a study done by Vidyard. These videos are often personalized for every prospect, just like a sales pitch by a sales representative! Hence they are also called Video Sales Letters (VSLs)
Nexweave’s public template library provides a few samples/ ideas for engaging personalized VSLs!
Now that we know what video sales letters are, how do you make one?
Here are a few tips to make an effective VSL:
- Keep it short and sweet
The attention span of most viewers is relatively short. Aim for a video that is no longer than 90 seconds in length.
- Start with a strong hook
Include the prospect's name in the video thumbnail & the first 5 seconds of the videos to get significantly higher video completion rates. We tried this and it resulted in 6 out of 7 viewers watching around 60-second videos till the end.
- Introduce the teaser of the product or service
Be sure to include only the key features/benefits in your VSL. Aim to build curiosity first rather than going for a sale immediately.
- Include Social Proof
Humans prefer to de-risk. Give them confidence that others have also purchased your product/service.
- Add a single call to action
Provide a single CTA like “Click to Know More” or “Request a Call Back”. Hick's law suggests that this will get you more conversions
Now try to create your first video sales letter and see the magic for yourself!