If you sell big-ticket products and services, video sales letters need to be part of your sales and marketing strategy.
Video sales letters bring together a track record of proven success in direct response sales going back more than fifty years, and the capabilities of the latest technology for innovating with form and personalization.
Anybody looking to close $10k+ per month deals has traditionally been looking at long sales cycles, a lot of relationship-building, and meeting after meeting with stakeholders, but video sales letters provide an incredibly simple and efficient way to streamline that process.
In this blog, we’ll show you how and provide our top tips for creating amazing high-ticket video sales letters of your own!
In this post, we're going to share eight tips for creating video sales letters that convert, provide five example VSLs to help you get inspired, and highlight the 11 best VSL software you can use to get started immediately.
Table of contents:
- What is a video sales letter?
- Why VSLs are effective at converting leads
- Key components of an effective video sales letter
- 6 tips for creating video sales letters
- 5 exceptional video sales letter examples
- The 11 best VSL software
- Choosing the best VSL software for your team
What is a video sales letter?
A video sales letter (VSL) is a modern version of the direct-response letter: a persuasive sales pitch that's delivered via video instead of text. Its goal is to encourage viewers to take a specific action, such as making a purchase, signing up for a service, or booking a sales call.
VSLs combine visuals, voiceover, and on-screen text to communicate the benefits of a product or service. They're designed to engage and convert potential customers by delivering the sales message in a dynamic and compelling way.
Why VSLs are effective at converting leads
VSLs take the labor intensity out of the selling process. You have your pitch pre-recorded and available to be viewed by any prospect at any time.
This simplifies selling for the seller: you don't have to play phone tag, go back and forth via email, or try to set up meetings with dozens of stakeholders. Instead, you just send your VSL to everyone who's interested in getting a demo of your product and let it do the hard work for you.
Sending a VSL is also more convenient for your decision-makers. They can view it at any time that's convenient for them, which speeds up sales cycles and transforms your sales calls from high-level overviews to in-depth discussions.
Plus, if you follow the tried-and-true VSL formula (shown below), you know your sales pitch will be as persuasive as it can possibly be every single time.
Key components of an effective video sales letter
Typically, video sales letters follow a clear, proven formula with four components:
- Start by discussing a problem the viewer has.
- Present familiar situations where that problem causes the viewer pain.
- Show how what you're selling will help the viewer overcome that problem.
- Present testimonials from other customers who've solved their problems with the product you're selling.
This is the formula that made direct-response letters so effective in the 20th century, and it still works just as well today!
Related: How to Get Video Testimonials From Customers
6 tips for creating video sales letters
Video sales letters come is a wide variety of formats, from simple talking-head style videos to highly-polished, cinematic-quality ones. However, what matters most is creating rapport and trust, providing a clear call to action, and ensuring that the problem you're addressing is a problem your prospect actually experiences.
Follow these six tips to create VSLs that convert.
1. Stay authentic and chatty
It’s a good idea to have a script — good sales letters are carefully structured. But unless you’re a terrific actor, it’s better not to read it out word for word.
Know what you want to say and in what order, but try to be as chatty as possible. A few “ums” and “ahs” will give you an air of authenticity and spontaneity and will make your recording seem more like a live experience.
2. One big idea
“Unless your advertising contains a big idea, it will pass like a ship in the night,” said advertising legend, David Ogilvy.
Don’t overcomplicate things. Focus relentlessly on one use case per video sales letter.
Don’t try to be all things to all people because you’ll lose your audience when you talk about features and benefits they don’t care about.
3. Front-load the good stuff
One-third of everyone who starts watching your video will stop within 30 seconds! By 120 seconds, you’re likely to have lost 60% of viewers.
So you must grab your audience’s attention from the first instant. Show them why this matters to them right away!
4. Personalize it
Even if your video sales letter is the same for all potential buyers, you’ll win trust and build rapport the more you personalize the offer.
That could be a tailored intro video leading into the main content, a personal call to action at the end, or a custom-written message accompanying the video.
5. Talk about them, not you
As Dale Carnegie said: “Talk to someone about themselves, and they'll listen for hours.” That’s as true for video sales letters as anything else.
Present your product as the best way for your audience to solve their problems. That means knowing your prospects, what bothers them, and how they work.
6. Include a call-to-action
Once somebody has watched your video sales letter, make it as easy as possible for them to take the next step by including just one call to action.
If the next step is booking a meeting, have one big button under the video enabling viewers to do just that!
5 exceptional video sales letter examples
Below, you'll find several top-notch video sales letter examples to help you get on track with creating your own. We’ll also explain what makes each of them work and where they can get a bit tricky.
1. A simple and straightforward VSL
This type of video sales letter is our personal favorite as it’s the easiest to create — all you need is a good pitch and a webcam and you’re ready to go.
However, just because it doesn’t have any special visual effects does not make this kind of video sales letter any less efficient. Keeping it simple often goes a long way — and here’s why.
Why it works
A video sales letter that consists of you and your pitch alone is a golden formula for success.
This type of video sales letter is the next best thing to actual face-to-face contact with a prospect for several reasons:
- You can use non-verbal communication to persuade them more easily.
- Eye contact, gesticulation, and facial expressions are crucial for creating genuine rapport.
- You’ll appear more trustworthy — like you don’t have to hide behind fancy post-production and glitzy effects.
- You help prospects put a face to the brand, making it more human, likable, and approachable.
Keeping it clean and simple, with a clear focus on your product and the way it can address your leads’ pain points and an effective CTA at the end, is more than enough to drive more sales your way.
Where it can get tricky
If you’re camera-shy, creating a video of yourself can be a bit of an issue at first.
However, that’s not something that can’t be overcome. With some practice and goodwill, you’ll get comfortable in front of the camera in no time.
2. An animation with voiceover VSL
Some businesses opt for this version of video sales letters, which include animated, stock, or kinetic text videos with a voice-over.
This type of video sales letter is usually not overly complex to make, and it can sure add some visual pizzazz to your sales strategy.
Why it works
Fun doodles or high-quality stock videos can make quite an impression on your audience. And when you make an original and catchy video, with good voiceover and striking imagery that focuses on your product, magic is bound to happen.
Where it can get tricky
With a highly produced VSL, there’s a danger that is will drown in the noise of similar videos that reek of ordinary ads.
Whenever you miss out on making that face-to-face, personal contact with your prospect, you often lose a crucial opportunity for steering them towards conversion.
Personalized videos are the best possible way of building trust and genuinely connecting with your leads, which further increases your chances of customer retention in the long run. Putting a friendly face that customers have learned to trust to your product is always a good idea.
3. A VSL for different funnel stages
Many businesses make one common mistake when it comes to video sales letters — they limit their use to just one stage of the sales funnel.
The truth is that there is no reason not to include videos in as many different stages of your sales process as you possibly can.
In fact, nothing is stopping you from creating an entire video marketing funnel, just like Chris did here, and you’ll see an increase in your lead count in no time.
Why it works
Making video sales letters part of different funnel stages — from first introducing your brand to the market, to prospecting, nurturing leads, and creating highly-personalized custom-made offers for a single lead alone — has never been easier.
You can do all that and more with several simple videos just like this one. All you need to do is make sure you personalize your offer for the one lead you’re making the video for.
Where it can get tricky
Once again, if you’re not used to being in front of the camera, the first couple of attempts at making these sorts of video sales letters can feel a little awkward.
4. A one-time offer VSL
Videos are an awesome way of showing your product to the world without having to go door to door or organize conferences or live presentations.
What’s more, you can always take advantage of one particular aspect of human nature — the fact that we tend to covet the things that come in limited numbers and love chasing sales, discounts, and special offers.
So why not make the most of it by creating a video sales letter that’s going to do just that — showcase your product and encourage people to try it out by promising a one-time offer that’s been custom-made for them alone?
Why it works
One-time offers or special deals that have been triggered by a specific action a lead took are bound to make an impact. It’s hard to resist an offer that’s been tailored for you alone, especially when a product seems to solve your key problem or perform a task you need be done.
And since people are visual creatures — meaning that videos tend to engage us more than any other type of content — why not take the best of both worlds and use a video to both showcase your product and make an offer that simply cannot be refused?
Where it can get tricky
The only aspect where this approach can go awry is if you don’t have a good product-market fit or your pitch fails to hit the bullseye.
Make sure to pinpoint the main issue your target audience has, and proceed to show how and why your product is the best solution for it.
And don’t forget to include those one-time offers; they motivate people to make a purchase more quickly and smoothly, especially when the offer’s been properly customized for a specific lead.
Example 5: Social proof VSL
Another key component of a good video sales letter is social proof.
Potential prospects always value hearing about your product from someone other than yourself. There’s no better ad than a testimonial from a happy customer who’s already had a chance to test and try out your product.
That’s why making customer reviews or testimonials part of your video sales letter is a step you should not overlook.
Why it works
Your leads love hearing about your product from other people who’ve already purchased and used your product. After all, it's natural to have more trust in other customers over the person whose livelihood depends on selling the product.
Where it can get tricky
When it comes to social proof, there is literally not one downside to it.
Providing customer feedback is never a bad idea, particularly when it comes in the form of a video as it conveys much more emotion and is more personal than any other type of content.
So if your product does the job it’s supposed to, you have nothing to worry about — request videos from your customers and watch as your sales letters become even better at converting.
The 11 best VSL software
Here’s our list of the 11 best VSL software you can start using right now to take your sales game to the next level.
1. Sendspark
Best for creating personalized video sales letters at scale.
Sendspark is a video messaging tool that lets you record one video and then personalize it for dozens, hundreds, or thousands of recipients in just one click.
Designed for sales, marketing, and customer success teams, Sendspark helps you cut through the noise, engage your prospects, and generate better results.
How it works
You get started with Sendspark by uploading an existing video or creating a new video. You can create a video using either Sendspark's desktop app for Mac/Windows or its Chrome extension — each allows you to record yourself, your screen, or both yourself and your screen.
In the introduction to your video, say "Hi, Watermelon," instead of a name. This lets Sendspark know which section of the video to personalize with the recipient's name. After that, the platform uses its voice-cloning technology to replace "watermelon" with the name of individual recipients.
Once your video is complete, you can get started creating individual, personalized videos by adding your recipients to Sendspark. You can do this in several different ways: enter them manually, upload a CSV, import from your CRM, or use Sendspark's API.
When you're finished, simply click "Generate videos," and Sendspark will create personalized videos for everyone on your list, each using the prospect's name in your voice in place of "watermelon."
In addition to personalizing the name in your videos, use dynamic backgrounds to automatically replace what's displayed on your screen in your video with your prospect's website or LinkedIn profile, and create unique thumbnails for each recipient that show a personalized caption or display their brand logo.
When recipients click on your video thumbnail, they're taken to a personalized landing page that includes a header with your company's branding, a custom message, and a call to action. You can even embed your calendar on the page to make it as easy as possible for viewers to book meetings after watching your videos.
Additional features
- Combine videos: Already have a great demo video you don't want to re-record? No problem! Just upload the demo video to Sendspark, record a new introduction, and then combine the two videos to take advantage of Sendspark's personalization features.
- Camera filters: Look and feel your best with virtual backgrounds, filters, and effects to touch up your appearance.
- Analytics and notifications: See who watched your videos, how far into the video they watched, and whether or not they clicked your CTA. You can also get real-time notifications when a recipient watches your video so you can follow up with them while you're top-of-mind.
- Request videos: Use Sendspark to ask customers to create a video for you. They can record instantly from their phone or computer — no installation needed! When they're finished, the video instantly uploads to your Sendspark account.
- Integrations: Sendspark has more than 75 integrations with the top email, CRM, and calendar platforms, including Gmail, HubSpot, Salesforce, Clay, Apollo, Marketo, Outreach, Salesloft, LinkedIn, Chili Piper, Calendly, Pipedrive, and more.
Pricing
Sendspark's pricing starts at $39 per seat per month and includes 200 dynamic video minutes, AI personalization, dynamic backgrounds, and basic CRM integrations.
Ready to get started with Sendspark? Sign up now, or request a demo.
2. Camtasia
Best VSL software for high-quality video editing capabilities.
If you're looking for video editing software that’s easy to load and start recording in a snap, Camtasia is definitely worth checking out.
With Camtasia, you can easily record high-definition footage on your screen, along with your camera and microphone audio. And when it's time to edit, you've got a ton of options: drag-and-drop transitions, callouts, effects, you name it.
Camtasia also lets you add dynamic backgrounds, captions, and other engaging elements to really make your videos pop. This is a great option if recording screengrabs and screencasts are a major part of your content creation process.
Camtasia Pricing: Free trial available, starts at $179.88/year.
3. Potion
Best VSL software for AI-powered personalized video creation.
Have you ever wished you could create personalized videos for your prospects at scale? Well, with Potion, you can. This AI-powered video creation platform is all about helping you boost response rates and close more deals through video-based prospecting tools.
Potion makes it easy to record a video template, select the words you want to personalize, and let the AI do the rest. Suddenly, you've got a batch of videos that feel custom-made for each recipient without spending hours recording individual messages.
Potion Pricing: Free 7-day trial, starts at $99/month/seat.
4. EasyVSL
Best video sales letter software for quick and easy video creation.
If you're a small business owner or solopreneur looking to create high-converting videos without spending weeks on production, EasyVSL might be just the tool you need. This user-friendly platform is all about simplifying the video creation process so you can focus on what matters most: sharing your message.
With EasyVSL, you can create professional-looking slideshows and explainer-style videos in a matter of minutes. Just paste in your script, choose your design elements and transitions, add your audio, and voila — you've got a video ready to share with the world.
EasyVSL Pricing: $97 one-time software purchase, $9.99/month after.
5. Vidnami
Best VSL software for professional-quality video creation.
Vidnami is an AI-powered video creation platform designed to help businesses harness the power of video marketing without needing a ton of technical know-how. If you've got a script, Vidnami can help you turn it into an engaging video in no time.
One of the coolest features of Vidnami is its AI-assisted scene splitting. Just input your video script, and the software will automatically break it down into appropriate scenes — and even suggest relevant video clips to accompany each one.
Interestingly, Vidnami pulls from the well-known Storyblocks library, so you'll have access to a huge database of high-quality video, image, and audio assets.
Of course, if you want more control, you can always adjust things manually. Vidnami gives you the flexibility to customize your content as needed.
Vidnami Pricing: Free 14-day trial, then $47/month.
6. Vyond
Best VSL software for creating animated videos.
With Vyond, you can create all sorts of dynamic animated content, from training videos and explainer videos to sales pitches and marketing assets.
Vyond is particularly well-suited for a few key use cases, such as video sales letters that share narrative-based content. With a wide range of templates, assets, and customization options, Vyond allows you to create videos that match your brand's unique style and voice. And the platform's AI-powered features make the creation process faster and easier than ever.
Vyond Pricing: Freel trial, then $25/month.
7. Bitable
Best for creating short video sales letters quickly.
Sometimes, you just need to whip up a professional-looking VSL fast. Biteable’s cloud-based video creation platform is all about simplicity and speed, making it a great choice for busy marketers, salespeople, and business owners.
The platform offers a wide range of templates, from explainer videos to social media ads, so you can find the perfect starting point for your message. One of the standout features of Biteable is its vast library of stock clips, images, and unique animations.
Biteable also offers in-app voiceover recording, so you can add narration to your video without ever leaving the editor. You can also upload your clips or record yourself right in the app.
Bitable Pricing: Starting at $15 per month.
8. Doodly
Best VSL software for creating hand-and-whiteboard animation videos.
Ever wanted to create those cool whiteboard animation videos but thought you needed to be a professional artist? Doodly makes it possible for anyone to create professional-looking doodle videos that catch the eye and stand out.
Doodly's secret sauce is its point-and-click simplicity. Just choose an image from their extensive library of custom-drawn doodles, drag it onto the canvas, and watch as Doodly automatically animates the drawing for you.
You can also create videos with blackboard, glassboard, and even green screen backgrounds.
Doodly Pricing: Free 14-day trial, starting at $49/month.
9. VideoScribe
Best VSL software for whiteboard animation videos with mobile compatibility.
Like Doodly, VideoScribe focuses on the whiteboard-style animated sales video. But where Doodly may lack flexibility, VideoScribe offers more usability.
You can use VideoScribe in two ways: through VideoScribe Browser, which works on any desktop or tablet browser, or VideoScribe Desktop, a downloadable app for your computer.
VideoScribe makes bringing your ideas to life easy with its drag-and-drop interface. You'll have access to a huge library of royalty-free images, illustrations, icons, and even pre-made templates to get you started.
VideoScribe Pricing: Starting at $42/month.
10. InVideo
Best VSL software for collaboration.
InVideo packs a lot of features in a single platform, which may be overwhelming for some sales teams, but those with content experience may enjoy the extra bells and whistles.
InVideo offers a vast library of pre-made templates — over 5,000 to be exact. These templates cover various use cases, from social media posts to marketing videos, allowing you to kick-start your project using natural language commands.
Whether you're creating content for social media, marketing campaigns, or internal communications, InVideo provides the tools to produce high-quality videos efficiently.
InVideo Pricing: Starts at $20/month.
11. CreateStudio
Best VSL software for creating Pixar-style 3D animated videos.
Ever dreamed of creating Pixar-style 3D animations but thought it was way out of your league? Well, CreateStudio brings the power of professional 3D animation to your fingertips.
But CreateStudio isn't just about 3D characters. It's a comprehensive video creation tool that lets you make all sorts of eye-catching content. You can even have a hand-sketch doodle effect that can automatically turn any text, image, or video into a hand-drawn animation.
For those who want more control, CreateStudio offers pro features like keyframe animation, custom effects, and advanced masking.
CreateStudio Pricing: Starting at $27/month.
Choosing the best VSL software for your team
When selecting video sales letter software for your team, there's no one-size-fits-all solution. Each offers plenty of features that work great, and each has unique elements that may or may not apply to your needs.
So rather than going all-in on a specific option and having to adjust your processes to fit, you'll want to find the right tool that fits your needs and your budget by answering these questions.
How important is personalization in your sales process?
If you're looking to create a genuine connection with your audience, make sure to choose VSL software that offers personalization features. This allows you to customize your video for each viewer, making them feel special and increasing the chances of conversion.
What level of integration do you need with your existing tools?
Sendspark shines in this area, offering seamless integrations with popular CRMs, email platforms, and other sales tools. This allows you to incorporate video seamlessly into your existing workflow.
While other options like InVideo or Potion offer some integrations, Sendspark's sales-focused integrations are particularly robust.
How tech-savvy is your team, and what kind of support do you need?
User-friendliness varies across platforms and really depends on how well your team can adapt to new technology.
Does the VSL platform have easy-to-use tutorials and guides, or do you need more personalized support? Does it have too many features — risking the platform becoming unusable — or will it be easy to find what you need?
What's your budget and expected return on investment?
Pricing models vary from one-time purchases (like CreateStudio) to subscriptions (like Sendspark). While Sendspark's pricing might be in the mid-range, its focus on driving sales conversions could lead to a higher ROI.
Remember that your investment in a quality VSL platform that you’ll actually use will result in more engaging content and potentially higher sales.
Do you need advanced features like AI or analytics?
Many tools now offer AI capabilities, such as personalization across videos or predictive analytics for identifying potential buyers. These features can be powerful for driving conversions and maximizing ROI.
Remember, the best VSL software is the one that aligns with your specific needs and helps you create compelling videos that resonate with your audience.
Take advantage of free trials and demos to see which platform works best for you and your business.
