The Beginner's Guide to Video Sales Letters

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So, you've heard about video sales letters (VSLs), right? Well, even if your answer is no, that's okay. I don't judge. I'll just tell you about them (and how awesome they are for boosting trust and credibility with your prospects) anyway.

According to 2024 data from Wyzowl, salespeople and marketers everywhere are utilizing video as their secret weapon more than ever. 30% of sales pros have been using videos to sell content and 87% of marketers have admitted that video has directly increased sales. Clearly, folks are not only loving video content but are also witnessing the magic of its efficacy in real-time. Now it's your turn.

In this post, I'll walk you through how to use video in sales with a video sales letter, discuss the evolution of the sales letter, talk through how to format one, and, last but not least, share some awesome recommendations for industry-leading software that'll help you get started with crafting your very own video sales letter.

Table of Contents

• What is a video sales letter?
• How to Create a Video Sales Letter
• Video Sales Letter Software
• Video Sales Letter Examples

In short, the concept of a video sales letter is quite similar to an elevator pitch. The point of a video sales letter is to persuade your target audience that your product can solve their pain points.

Usman Hijazi, Corporate Growth SEA at HubSpot, says, "Video sales letters are the modern form of communication with the ability to cut through the endless noise buyers are increasingly surrounded with. It creates a relatable and more real experience which helps carry the process forward."

Traditionally, sales letters have always been a piece of physical mail that explains the benefits of a product. These days, the most effective way to share this information is through a video sales letter that sits on a landing page or on YouTube.

But most importantly, the main objective of a video sales letter is to sell. Next, I'll talk about how to create one, so you can do just that.

How to Create a Video Sales Letter

You're likely wondering: "Where do I begin?"

Believe it or not, it's really simple. You've just got to master a few short steps. Here's how I recommend you get started:

1. Build a strong foundation for your VSL through a script.

Building a strong foundation with your VSL starts with writing a killer script. However, truth be told, this process inherently looks different for everyone and will look different for you, too.

But there is a standard structure for VSL scripts, and I figured I'd share what that looks like (plus a few of my own personal hacks for taking your VSL from standard to compelling). Take a look below:

• Use a hook to grab your audience's attention. Despite this being a pretty baseline suggestion, this is always how selling a product or service should start. Maybe this looks like proposing a question, sharing an anecdote, or opening up with an example in your script. Regardless of how you choose to grasp your viewer, you should do so with confidence and clarity.

• Introduce your product or service as the solution. This is where you'll want to use strong, persuasive language and maybe a few colorful words in your script. Folks need to know why your product or service is the best option out of several they're considering. Clearly articulate how your offering directly addresses your target audience's needs. The more convincing you do here, the less you may have to do in other aspects of your VSL.
• Establish credibility about your product or service. This where you'll insert evidence - such as testimonials, case studies, or data - into your script. Doing this will help build trust with your viewers and make them more likely to believe in the purpose of your product or service.
• Encourage your viewer through incentives. Any mention about discounts, limited time offers, or bonus content should go in this part of your VSL script. This will hopefully motivate your viewers to take action immediately and avoid missing out on a great deal.

Lastly, I also strongly advise cracking open Google Docs or Word, building out an outline, and creating 2 to 3 drafts of that outline to ensure your script is in the best place possible.

Oh, and one more thing: As you begin to flesh out your script, keep in mind that the narrative - how you tell a story - is the most important component of your video sales letter. Don't lose the plot, people.

2. Create your VSL.

Once you've fleshed out a script, it's time to start crafting your VSL. Later on, I'll talk about how you'll do this with specific VSL software, but for now I'll focus on some key visuals to include to make your VSL actionable and visually appealing.

Here's how I suggest going about the VSL creation process from a more technical perspective:

• Clean and simple is the way to go. I suggest straying away from using lots of distracting transitions or animations. Choosing a background that is a neutral color - like black or white - and utilizing simple illustrations or fonts (like serif fonts) achieves a sleek look without spending too much time on editing.
• Invest in a quality audio set-up. This can be achieved with a low-cost wireless lavalier microphone, or even your favorite pair of wired headphones with an attached microphone. Whichever you choose to go with, be sure to test that your audio isn't muffled or too quiet for your viewers to hear before filming your VSL.
• If you're going to be on-camera for your VSL, find your lighting. If you plan on being the face of your VSL, ensure folks can see you. Make sure light is evenly distributed and doesn't create harsh shadows or highlights.
• Add captions and subtitles. To ensure your video is accessible for everyone, add captions and subtitles. Also, if someone were to watch your VSL without sound, this is a great way to effectively get your message across.

3. Distribute your VSL.

When it comes to pushing out your VSL content, you can consider a couple of strategies. Here are some routes I'd take:

• Website integration. Creating a dedicated landing page for your VSL to capture leads and track conversions is one of the easiest ways to generate engagement around your VSL. I also highly recommend featuring your VSL on your website homepage so it's the first thing people see.
• Paid advertising. Utilizing paid advertising through Instagram, LinkedIn, or Facebook is a costly (but still worth it) way to get eyes on your VSL. You'll need to decide on an allocated budget that's comfortable for your wallet, of course, but once you do, you can start boosting posts that feature your VSL across social media platforms.
• Upload your VSL to video platforms. YouTube, Vimeo, and Wistia are great options for uploading your VSL to audiences everywhere. These popular video platforms offer a variety of features to help you distribute, promote, and track metrics around your VSL, including analytics and cross-channel embedding.

Now that I've explained all the steps for how to create your video sales letter, you're probably begun to wonder: "How the hell do I actually build this video?"

Don't panic. I've got some answers that might help you more than you'd think. In the next section, I'll list software you can use to get a head start on making your own.

Video Sales Letter Software

1.HubSpot's Clip Creator

You can use HubSpot's brand-new Clip Creator software to create quick, professional short-form video content for your business or product. What's even better? Clip Creator features Breeze AI, HubSpot's newly launched generative AI sidekick made for anyone and everyone looking to work smarter, not harder.

What I like: If you're new to HubSpot's video technology, you've already got a huge advantage under your belt. Clip Creator is intuitive, user-friendly and perfect for individuals who have (and I'm not exaggerating here) little to no video editing or content creation experience. It's a great option for businesses looking to create engaging videos for socials, marketing campaigns, or customer education.

2.Hippo Video

With Hippo Video, you can record, share, and track video engagement. This platform makes it easier than ever to create personalized videos and post them across channels.

What I like: With the help of generative AI technology, Hippo Video offers a text-to-video option that makes transforming your video sales letter script into a dynamic, interactive video, easy. Plus, it accepts all formats of script, from PDFs to emails.

3.Dubb

Dubb is a video communication platform for sales professionals. You can easily create actionable videos from anywhere to get more engagement, bookings, and sales.

This is a great option if you need to create videos on the go. You can use the Dubb mobile app to create a video sales letter right from your phone. You can even edit your videos on your phone as well.

What I like: With Dubb, sales folks can make their video sales letters actionable with CTAs, presets, and templates, which makes it easier to produce and brand content faster.

4.Biteable

Biteable is a platform that can help you create compelling videos in minutes by using their professional quality templates.

You can record voice overs, add photos, screenshots, and your logo. Plus, this platform includes animated, claymation, and live action footage you can add to your video sales letter.

This is a great platform for those who don't want to break the bank and need help with the footage.

What I like: Biteable has a built-in Video Assistant tool that will help you create video content based on what you're making the video about. Whether your video sales letter is about a product, a particular topic, or something completely random, all you have to do is offer a short description and choose whether or not the purpose of your video is to 'explain' or 'promote.' From there, its Video Assistant will do all the heavy lifting for you.

5.Wyzowl

Wyzowl can help you create a video sales letter to increase your sales.

You can create an animated video, a demo video, or live action video. The great thing about this platform is that you can use its animated graphics.

Additionally, you can even use this platform to create an interactive video where your prospect can control their experience.

What I like: This one's definitely for all my multi-purpose platform lovers. Wyzowl offers an array of video types for users to choose from based on their needs. Even if you intend to use Wyzowl for the sole purpose of creating a stunning video sales letter, you can also utilize the platform to produce social media video content, event video content, even enterprise-facing content.

6.InVideo

InVideo is known for its user-friendly interface and extensive template library, plus it offers a wide range of features for creating engaging videos, including video sales letters.

What I like: I stand by platforms that will never make me do too much to get high-quality results. InVideo is one of those platforms, and it will literally generate your video sales letter content in an instant. Because of its integration with generative AI technology, all you have to do is provide detailed instructions and verbiage. Then, InVideo will take over the brunt work for you. With InVideo, you can dedicate more time to ideating and spend less time on production.

7. Vidyard

Vidyard is a wide-ranging video platform that offers analytics, personalization, and team collaboration tools for its users. In my humble opinion, it's a great choice for sales teams of all sizes.

What I like: Clearly, Vidyard's built-in Vidyard Prospector tool was designed with sales professionals specifically in mind. With Vidyard Prospector, sales pros can filter down prospects based on job title, company size, even exact location. Plus, it's integrated with LinkedIn to make tracking down and contacting leads a piece of cake. Vidyard Prospector will also write emails for up to 10 leads at a time.

8. Animaker

If you're a sales pro in search of a tool that specializes in animated videos, Animaker provides a drag-and-drop interface and pre-made templates to help you create visually compelling video sales letters.

What I like: Animaker is, without a doubt, the brainchild of Canva and iMovie. With customizable backgrounds, characters, music, and effects, sales pros can make their video sales letter content as entertaining - or lackluster - as they choose. Folks can also upload their own assets, logos, etc. as well and its timeline-esque workspace makes editing your video content painless.

9.Powtoon

Similarly to Animaker, Powtoon is another popular (and effective choice) for sales pros looking to create high-quality videos. Additionally, no more spending hours on choosing how to design your video sales letter. Powtoon offers a variety of templates and pre-made content to help you get started in creating your dream video, faster.

What I like: Powtoon's brand identity feature might be one of its most flawless tools, especially as a video creation platform. With the brand identity tool, sales folks can duplicate the look, structure, and goal of their content without having to recreate projects entirely. I would highly recommend Powtoon to large teams of sales pros who are looking to work collaboratively and seamlessly.

10. Camtasia

While Camtasia seems to be primarily used for screen recording and editing, it can also be used to create video sales letters, especially if you need to incorporate elements like screen sharing or presentations.

What I like: Camtasia offers stock video and custom assets for companies (and sales teams) that may still be finding their branding. Whether that's the case for your business or not, Camtasia's library ensures that enterprises of all sizes can create high-quality, well-edited video content.

So, what does all of this look like in practice? Let's take a look at some examples of well-done video sales letters below.

Video Sales Letter Examples

1. HubSpot's Breeze Intelligence Announcement Video (Product-focused VSL Example)

This first example is a video sales letter from HubSpot about its new Breeze AI technology. Watch the full video below:

This VSL walks its audience through HubSpot's purpose of its Breeze AI system, what it can do for its users, and how its unique features are designed to simplify processes with a click of a button.

HubSpot's VSL is a great, more contemporary example for folks to take inspiration from for these reasons:

• Its transitions (from one piece of product information to another) are intentional and meaningful.
• It features an actual face (Karen Ng, SVP of Product, Smart CM, and Operations Hub) of someone behind the product development.
• It utilizes demo screenshots of the product.
• It has consistent use of the same font throughout the video.

Now, I understand that most folks don't have the same budget cap as HubSpot, so let's take a look at some more DIY examples next.

2. Keep More Money Book by Michelle Cornish (Product-focused VSL Example)

This second example is a video sales letter for a new book by Michelle Cornish, a former accountant turned independent author. Watch the full video below:

Her VSL starts by immediately discussing pain points that her target audience may be facing. In the case of this video, those pain points are maintaining finances as a small business owner and saving money while doing so. Talk about a double whammy.

The video dives into what gems the target audience will walk away with if they choose to read this book. Simple and effective.

Cornish's VSL is also a great example for folks to take inspiration from for these reasons:

• It's short, sweet, and to the point.
• It utilizes an original voiceover.
• It mentions an added bonus about the product.
• It mentions why the product is worth purchasing (how it solves for the customer).

Although this is a short example, it easily demonstrates how you could get your message across with animation succinctly. Sometimes, less is truly more.

3. Practitioner of Peace by Beau Norton (Product-focused VSL Example)

Next, let's check out Beau Norton's video sales letter. Norton is a personal development author and, with the help of a marketer/editor friend, designed this video sales letter to promote his publication. Watch the full video below:

Norton's VSL is a great reference for folks to take inspiration from for these reasons:

• It blends inspirational music and videos to set the content's tone.
• He embedded insightful questions in his VSL script.
• He shares anecdotes from his personal life to create a sense of vulnerability with his audience.
• He encourages viewers that his product will enhance skills and talents that they already possess.

Though this example is a bit dated, overall, it has a great foundation for promotional VSLs and can be easily replicated, especially if you or your business has a smaller budget.

Ready to Create Your Video Sales Letter?

I've officially covered everything, it's time for you to set forth and take a stab at creating your own video sales letter.

Although creating video content may seem super daunting, don't be afraid to experiment and have fun with the process. VSLs can take many different forms, so allow yourself to brainstorm for as long as needed to create something of value for your future customers.

Also, you never know. Your next viral moment could be just a VSL away.

Editor's note: This post was originally published in September 2020 and has been updated for comprehensiveness.

Topics:Video in Sales

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