How To Make $100K A Day With VSLs In 2023 | Peter Kell Interview

Summary

In this insightful transcript, marketing legend Peter Cal shares his journey and strategies in the direct response space, particularly focusing on the power of Video Sales Letters (VSLs). Peter, who has achieved massive success with his skincare brand and as a VSL master, emphasizes the importance of storytelling, authority figures, and high-quality production in crafting compelling VSLs. He discusses the concept of 'doubling your high score' in advertising, which involves continually refining and scaling successful campaigns. Peter also highlights the significance of surrounding oneself with successful individuals to elevate one's own performance and the use of platforms like Double Your High Score to learn from and connect with other high-achieving marketers. His narrative is a blend of personal experience, practical advice, and motivational insights, aiming to inspire others to master the art of VSLs and achieve financial and personal freedom.

Takeaways

• 🚀 **Mastering VSLs**: Peter Cal emphasizes the importance of mastering video sales letters (VSLs) as a key to transforming one's life and business, highlighting his journey from zero to a significant figure in the e-commerce space.
• 💡 **Niche Selection**: He discusses the strategy of entering niches with existing big players as a sign of a thriving market, rather than seeing them as competition, which is a green light for growth.
• 🎯 **Direct Response Marketing**: Peter shares his expertise in direct response marketing, explaining how to create ads that sell by playing directly to the viewer's desires and needs.
• 📈 **Scaling Strategies**: He talks about the potential for infinite scale with the right product and marketing approach, particularly leveraging online advertising platforms like YouTube and Facebook.
• 📊 **Measuring Success**: Peter mentions the significance of achieving a high return on investment (ROI) on day one of a campaign, which is crucial for the sustainability and growth of a business.
• 🛠️ **Refining the Craft**: Through his experience at Mindvalley, he speaks about the process of continuous refinement and mastering the art of VSLs, which involves creating numerous campaigns and learning from each one.
• 🧐 **Market Research**: He highlights the use of platforms like YouTube for market research, understanding customer pain points, and finding inspiration for ad campaigns by observing what resonates with the audience.
• 📚 **Learning from Others**: Peter stresses the value of learning from successful campaigns by rewriting and studying the elements that make them successful, rather than trying to reinvent the wheel.
• 🤝 **Building Relationships**: He shares his approach to partnerships, which involves finding experts with unfinished stories and helping them bring their products to market, creating a win-win situation.
• 🌟 **Authority Figures**: The script underlines the importance of having an authority figure or a relatable personality in VSLs to establish trust and credibility with the audience.
• 📉 **Handling Failures**: Peter discusses the reality of some VSLs not working out as expected and the need to quickly move on to the next strategy without overinvesting in unsuccessful campaigns.

Q & A

What is Peter Cal's area of expertise?

Peter Cal is a master of ESL (Electronic Sales Letters) and a legend in the direct response space. He has experience in building VSLs (Video Sales Letters) and has co-founded an eight-figure e-commerce brand.

What is the significance of competition in Peter Cal's business strategy?

Peter Cal views competition as a positive signal. He believes that the presence of rich, established brands in a niche indicates potential for growth and success, and he is more likely to enter a niche that has strong competition.

How does Peter Cal approach the creation of a successful VSL?

Peter Cal emphasizes the importance of having an authority figure, a proven niche, world-class video production, and a compelling story that captures attention. He also focuses on creating ads that play directly to the viewer, requiring no additional action from them.

What is the concept of 'green light' and 'red light' in Peter Cal's perspective?

In Peter Cal's view, a thriving market with competition is a 'green light', indicating a good opportunity. A market with little to no competition, which he refers to as a 'ghost town', is a 'red light', signaling that he would avoid it.

How did Peter Cal transition from affiliate marketing to building his own brand?

Peter Cal realized that affiliate marketing was a hamster wheel and decided to pivot. He started his own skincare brand, which eventually grew to a significant size. He then sold the company and met Vision, the founder of Mindvalley, which led to a partnership and the opening of a VSL division within Mindvalley.

What is the role of storytelling in Peter Cal's marketing strategy?

Storytelling is a crucial part of Peter Cal's marketing strategy. He believes in finding and completing half-told stories of experts to create compelling VSLs that can captivate an audience and drive sales.

How does Peter Cal feel about the use of aggressive or manipulative advertising?

Peter Cal is against aggressive or manipulative advertising techniques. He believes that making customers feel insecure or fearful can lead to negative associations with the brand and deter repeat business.

What is the key to creating a successful brand according to Peter Cal?

According to Peter Cal, a successful brand is one that customers want to buy from again and refer to their friends. It's about delivering an excellent experience and product that meets the customer's needs and promises.

How does Peter Cal define the 'weight of the sale' in the context of VSLs?

The 'weight of the sale' refers to the VSL flow or the structured narrative that guides a viewer from being a stranger to saying 'Shut Up And Take My Money'. It involves a sequence starting with a hook, followed by a story that addresses the root cause of the problem, and culminating in a solution that the customer can purchase.

What is the importance of an 'authority figure' in a VSL?

An authority figure is essential in a VSL because they command attention and trust. They are individuals worth listening to on a particular topic, which can range from experts who have switched fields to solve problems more effectively, to celebrities with personal experiences related to the product.

How does Peter Cal approach the process of creating a new VSL?

Peter Cal's process involves creating a 'treasure map' or a structured flow for the VSL. He looks at the product, the story, and determines the need for an authority figure. Then, he refers to his 'VSL Flow Bible', a collection of successful campaign structures, to find a suitable template or 'treasure map' to follow for the new VSL.

What advice does Peter Cal give for someone looking to excel in the field of VSLs?

Peter Cal advises getting a media buying job at a successful company, where one can learn the ropes and gain experience. He also emphasizes the importance of surrounding oneself with successful people, as they can provide valuable insights and inspiration.