The following article will discuss the VSL framework, direct vs. indirect leads, and six ways to start a sales message. So, let’s get started.
About VSLs
VSL means a Video Sales Letter. It is similar to the traditional sales letter, but to get this perfect, we recommend you read the book ‘great leads,’ which identifies the six most predominant ways to start a sales message. Certain lead types are direct, and some are more indirect among those six ways.
Direct means in the lead that within the first 30 seconds of the message, they know that you are selling something. On the contrary, indirect means you are starting with a story, secret, or proclamation; through this, it pivots to you something of sale. Thus, knowing whether you’re going direct or indirect will highly predicate how you will make your VSL.
How VSLs Look (Pattern Interrupt)
It would help if you started with a pattern interrupt; it is what it sounds like; it breaks the prospect’s pattern, and it hurts their script.
The thought behind this is that you want to communicate an idea that is either new/valuable or implies danger. A bonus for pattern interrupts, you share something that even means confusion.
The second step is dropping the hook, calling out the audience, or calling out to a specific group of people looking to do something or experiencing a particular circumstance. So, you can call the audience, you can call their problem, or you can call their desires.
The headline promises the benefit they will get not by the product but by consuming the marketing message. If you are going with the direct lead, your promise is the product; however, if you are going indirectly, it is the benefit of them consuming the story.
The third step is when you make a significant promise; you make a claim and need to back it up. Every claim is backed up with two or three different proofs. Examples of evidence can be third-party credibility, living proof, client proof, and much more.
The next step is to salt the lead. By salting the information, we mean to reveal the new opportunity, so for the next 90 minutes, you will share the benefits of what they will learn. Another way you can do this is by telling them what it is not. It builds curiosity about what the opportunity is.
Explanation
Now let’s dive into the explanation. Hence, this is where we grab attention. After soldering the lead, you need to hook the prospect with a captivating story. And here’s the key: you want to deliver the preeminent reason for listening to the story. See, most marketing videos boast about achievements without providing any real value.
People are tired of that. But if we give them an apparent reason why they should consume the story, it changes the game. We’re getting their buy-in and permission to share our story, making it more meaningful to them.
Once established, you tell your story, revealing an epiphany or opportunity. After that, you provide content on executing that opportunity in three steps. And finally, we wrap it up with a call to action. Hence, this is just a high-level overview, but the lead is crucial.