written by
Harpreet Bambra

What is a Video Sales Letter (VSL) and how to use it to drive conversions

Sales 1 min read , June 27, 2022

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!