Follow This Step By Step Video Sales Letter Formula To Sign SMMA Clients On Autopilot

Summary

This video script outlines a framework for creating high-converting Video Sales Letters (VSLs) to boost sales calls. It emphasizes the importance of standing out in the market and providing evidence for claims. The speaker details seven essential steps for a successful VSL, including identifying the ideal client, offering a compelling solution, proving claims, initiating calls to action, explaining the problem, showcasing a unique mechanism, and restating results. The script also suggests using Facebook ads to drive traffic to the VSL, ensuring it reaches the right audience.

Takeaways

• 📈 The importance of making at least 100 qualified sales calls per month to achieve success in sales.
• 🔍 Two main reasons for not meeting sales targets: not being seen as different or better than competitors in the market.
• 🎥 The effectiveness of a 'video sales letter' (VSL) in creating epiphanies for ideal clients and positioning oneself as the best option.
• 📹 The seven-step framework for creating a successful VSL that is used by seven and eight-figure clients.
• 🎯 Step one involves calling out the ideal client and transitioning immediately into a compelling offer.
• 🔗 Step two emphasizes providing proof to back up any claims made in the offer to build trust.
• 📞 Step three suggests including a first call to action early in the VSL to capture immediate interest.
• 🔍 Step four involves explaining the problem and why past attempts have failed, creating a void in the prospect's mind.
• 🛠️ Step five is about detailing the unique mechanism that sets the service apart from competitors and fills the void created.
• 📊 Step six recommends restating results to reinforce the effectiveness of the service.
• 📞 Step seven is the final call to action, making it clear what the next steps are for the prospect.
• 🚀 The necessity of driving traffic to the VSL to ensure it reaches the right audience and converts views into sales calls.
• 📈 The use of Facebook ads as an effective method to drive traffic and book qualified sales calls.

Q & A

What are the two main reasons why businesses may not be booking enough qualified sales calls?

The two main reasons are: A) Ideal clients do not see the business as different from other options in the market, or B) They see the business as different but not better than other options.

What is a video sales letter and why is it important for businesses?

A video sales letter is a marketing tool that follows a specific framework to create epiphanies in ideal clients, positioning the business as the best option in the market and pre-selling the offering before the sales call.

What are the seven steps of the video sales letter framework?

The seven steps are: 1) Offer, 2) Proof of claim, 3) First call to action, 4) Explain the problem, 5) Unique mechanism, 6) Restate results, and 7) Final call to action.

Why is it crucial to follow all seven steps of the video sales letter framework?

Each step has a specific job, and omitting any step can reduce the effectiveness of the video sales letter. Following all steps ensures the message is complete and persuasive.

What is the purpose of the first call to action in a video sales letter?

The first call to action is to capture the interest of viewers who may not want to watch the entire video, providing them with an immediate action to take.

How does explaining the problem in a video sales letter help in converting prospects?

By explaining why past attempts have failed, it creates a void in the prospect's mind that the business's offering can fill, making the solution more appealing.

What is the unique mechanism in a video sales letter and why is it necessary?

The unique mechanism is the explanation of how the service is different and better than competitors, providing the 'truth' that differentiates the business and builds trust.

Why is it important to restate results in the video sales letter after explaining the unique mechanism?

Restating results ties the unique mechanism back to the benefits, reinforcing the effectiveness of the business's offering and its ability to deliver on its promises.

How should the final call to action in a video sales letter be structured?

The final call to action should clearly state the next steps for the prospect, making it easy for them to take action without confusion.

What role do Facebook ads play in the success of a video sales letter?

Facebook ads are used to drive traffic to the video sales letter, ensuring that there is an audience to convert into qualified sales calls.

Outlines

00:00

📈 Importance of Video Sales Letters for Booking Sales Calls

The speaker emphasizes the necessity of booking at least 100 qualified sales calls monthly, attributing a lack of bookings to either a failure to differentiate from competitors or not being seen as superior. They introduce the concept of a Video Sales Letter (VSL), which, when following a specific framework, can lead to epiphanies in potential clients, making them realize the value of the offer. The VSL is positioned as a tool to not only attract clients but also to pre-sell them on the product or service during the sales call, thereby increasing both the number of calls booked and the success rate of closing deals. The speaker promises to share the exact framework used by their high-earning clients and stresses the importance of following all seven steps of the framework for success.

05:00

🎯 Crafting the Perfect VSL: Steps and Strategies

The speaker outlines the seven-step framework for creating an effective VSL. They start with identifying the ideal client and transitioning into a compelling offer that addresses a deep desire within the market. Following this, proof of the claim is necessary to establish credibility. A small call to action is suggested early in the video to engage viewers who may not watch the entire content. The fourth step involves explaining the problems clients have faced and why past solutions have failed. The fifth step is the unique mechanism, which differentiates the service and fills the void in the prospect's mind, relying on truth over trust. The sixth step is to restate results, ideally with a new set of outcomes not mentioned earlier. The final step is a clear and direct call to action, guiding the prospect on what to do next. The speaker also mentions a live example of a highly converting VSL and the importance of driving traffic to the VSL through Facebook ads.

10:01

🚀 Driving Traffic and Converting with VSLs

In the concluding part of the script, the speaker stresses the importance of driving traffic to the VSL to ensure conversions. They highlight the effectiveness of Facebook ads in generating over 100 qualified sales calls per month, a strategy they use for their high-earning clients. The speaker encourages viewers to watch another video that details how to run successful Facebook ads, promising a comprehensive breakdown of the setup and structure. They invite viewers to like, subscribe, and comment on what video they would like to see next, signaling the end of the presentation.

Keywords

💡Qualified Sales Calls

Qualified sales calls refer to phone or video conversations with potential clients who are deemed to have a serious interest in the product or service being offered. In the video's context, the speaker emphasizes the importance of securing at least 100 such calls per month as a benchmark for successful sales outreach. The script mentions this as a key performance indicator for businesses to measure their market presence and sales effectiveness.

💡Ideal Clients

Ideal clients are the specific target audience or customer segment that a business aims to serve with its products or services. The video script discusses the importance of differentiating oneself to these clients and ensuring that they perceive the business as a superior option compared to competitors. The term is used to highlight the need for a clear understanding of who the business is trying to attract and convince.

💡Video Sales Letter (VSL)

A Video Sales Letter is a marketing tool that combines visual and auditory elements to present a sales pitch. The script describes VSLs as a framework that can create epiphanies in ideal clients, making them realize the necessity of the product or service being offered. It is positioned as a key component in the sales process, capable of pre-selling the prospect on the offering before a direct sales call.

💡Epiphanies

In the video, epiphanies refer to the moments of realization or understanding that the VSL aims to create in the viewer. These are the 'aha' moments where the client sees the value in what is being offered, recognizes the gap in their current situation, and understands how the product or service can fill that gap. The script uses the term to illustrate the psychological impact the VSL should have on the viewer.

💡Unique Mechanism

The unique mechanism is a concept in the script that represents the distinctive element or method that sets a service or product apart from competitors. It is the 'truth' behind why the service is better, as opposed to relying on the market's trust, which may be broken due to past experiences with similar offerings. The video emphasizes the importance of clearly communicating this unique aspect to differentiate and establish superiority in the market.

💡Proof of Claim

Proof of claim in the script refers to the evidence provided to support the promises or claims made in the offer. It is a critical step in the VSL framework where the speaker must back up their assertions with tangible proof to build credibility and trust with the viewer. The script uses this term to stress the importance of substantiating any claims made about the product or service.

💡Call to Action (CTA)

A call to action is a prompt designed to guide the viewer towards taking a specific desired response, such as booking a sales call or clicking a link. The video script mentions two instances of CTAs: one early in the VSL to capture immediate interest and another at the end to solidify the viewer's decision to engage with the offering. The term is used to illustrate the importance of direct and clear instructions for the viewer to follow.

💡Market Positioning

Market positioning is the process of creating a distinct image of a product or service in the target consumer's mind. In the video, the speaker discusses how a VSL can position a business as the best or only option in the market, which is crucial for attracting and retaining the ideal clients. The term is used to describe the strategic placement of a business within its competitive landscape.

💡Results

Results, in the context of the video, refer to the outcomes or successes achieved by the business or its clients. The script mentions the importance of restating results throughout the VSL to reinforce the effectiveness of the product or service. It is used to build credibility and demonstrate the tangible benefits that clients can expect.

💡Facebook Ads

Facebook Ads are a form of online advertising where businesses can promote their products or services on the Facebook platform. The video script suggests Facebook ads as an effective method for driving traffic to the VSL, thereby increasing the potential for qualified sales calls. The term is used to highlight a specific strategy for reaching a wider audience and generating interest in the offering.

Highlights

The importance of booking at least 100 qualified sales calls per month for business success.

Two primary reasons for failure to book enough sales calls: lack of differentiation or perceived inferiority in the market.

Introduction of the 'video sales letter' as a tool for creating epiphanies in ideal clients.

The framework for a video sales letter that has been used by seven and eight-figure clients.

How video sales letters position you as the best option in the market and pre-sell prospects on your offerings.

The necessity of following all seven steps of the VSL framework for maximum effectiveness.

The first step of the VSL framework: calling out your ideal client and transitioning into your offer.

The significance of offering something extremely desirable to retain viewer interest in the VSL.

The second step: providing proof to back up the claims made in your offer to establish trust.

The third step: incorporating a first call to action early in the VSL to capture immediate interest.

The fourth step: explaining the problems and failures of past attempts to create a void in the prospect's mind.

The fifth step: detailing the unique mechanism that differentiates your service from competitors.

The concept of 'Truth Versus Trust' and its application in the VSL framework.

The sixth step: restating results to reinforce the effectiveness of your service.

The seventh and final step: the final call to action, making the next steps clear for the prospect.

A live example of a highly converting VSL promised at the end of the video.

The importance of driving traffic to your VSL through platforms like Facebook ads for maximum conversions.

A free YouTube video on how to run effective Facebook ads for VSLs offered to viewers.

Transcripts

if you're not booking at least 100

qualified sales calls every single month

it's because of one of two reasons

either a your ideal clients don't see

you as different than every other option

in your Market or B they see you as

different but not better than every

other option in your Market this is why

for all of our seven and eight figure

clients we build them what's called a

video sales letter you see a video sales

letter that follows the framework I'm

about to give you creates the following

epiphanies in your ideal clients this is

what I've been missing this is what I

need to get to my goal this is the

reason why everything I've tried in the

past has failed and I can see how this

is gonna be different I can see this is

a no-brainer I can see it clearly works

and ultimately this is exactly what I

need so obviously at that point once

your ideal clients believe those things

to be true what do you think they're

gonna do they're gonna book in a call

with you every single time and so in

this video I'm going to give you the

exact video sales letter framework that

all 110 of our seven and eight figure

active clients are using right now you

see the beautiful thing about video

sales letters or via sales and really

the reason why we get again all of our

seven and eight figure clients to use

them is simply because not only do they

immediately position you as the best

option in your Market which by the way

as soon as your prospects see you as the

best or only option in your Market

they're gonna go to you every single

time because otherwise they would be

actively seeking out the second best

option which no human on earth ever does

but not only that when you actually get

the prospect to then show it to the

sales call they show up to the sales

call already pre-sold on what it is that

you're offering them because again

you've got to realize before they even

book in a call with you they immediately

see you as the best option and they also

realize that what you're doing is going

to get them the result and ultimately

it's gonna show your ideal clients that

what you're doing is exactly what they

need that is exactly the goal of the

video sales letter so it's going to help

you book more calls but it's also going

to help you close more clients but

needless to say that's only going to be

achieved if they actually consume your

vsl that follows the seven steps I'm

about to walk you through so with that

being said let me give you the framework

so there's seven steps to the vsl

framework now the reason why most

people's vsls fail is because they only

follow three or four of the total seven

every step in this framework has a job

and if you only do six of the seven or

five of the seven total steps it's not

going to work so I can't stress this

enough you have to make sure that you

follow every single one of the seven

steps quick side note here just before I

get into the framework at the end of

this video I'm going to give you a live

example of the highest converting vsl in

our industry right now so stay to the

end and I'll give you that to watch so

you can see how this framework I'm about

to walk you through looks in a real life

situation so step one is your offer all

right you want to start off the vsl by

calling out your most ideal client who

is this for you specifically this might

be carpet cleaners above 25k per month

it might be gym owners above 100 members

it might be real estate agents Closing

one deal per month whoever it is for you

specifically you want to start off the

vsl by calling out your ideal client and

then as soon as you call them out you

want to immediately transition into your

offer now your offer needs to focus on

the one big big thing that your Market

deeply deeply desires and the reason we

start off with this is because nobody

will continue to watch the rest of your

vsl unless they can see specifically

what's in it for them and if you speak

to an extremely desirable offer that

only that specific person really would

want then obviously they're gonna

realize what's in it for them and

they're gonna stick around this is why

the intro is the most important part of

the entire vsl so as an example here's

us marketing agencies and coaches above

25k per month that's how I started

that's the call out then I go into our

offer which is essentially I will place

you with a closer and run ads to fill

their calendar with qualified sales

calls and I'll guarantee you 15 new

clients per month on your full price

retainer entirely done for you or you

don't pay and I'll send you 3K for

wasting your time so that's obviously

very clear that if a marketing agency or

a coach who's above 25k per month if

they watch my video not only do they

realize that this is for them because I

call them out specifically but then I

lead with an offer that they really

really want you speak to any marketing

agency or coach what do they want they

want more client most of the time they

don't want to take the sales calls

themselves so we place them with a

closer to take the sales calls and we

generate them the sales calls so you

need to figure out what is that offer

for your industry now that takes us on

to step two which is proof of claim so

here's the thing anyone can make a claim

anyone can make a promise but there's

only a very few select people who can

actually make a promise and back it up

and so anytime you make a claim which

you just did by stating your offer

anytime you make a claim you must

provide ample evidence and proof to back

it up you see you don't want your Market

to rely on trusting your work because

most people's trust has been broken in

this space right if you're in an

industry most of the time that industry

has worked with other agencies or worked

with other coaches or had other

Solutions in the past that never work

and so if you rely on that market to

trust what you're saying most of the

time they're not gonna trust it and so

it's not going to convert instead you

want to rely on the truth you want to

provide inarguable evidence behind why

what you're saying is the truth and so

the way in which you do that is you make

a claim and you have proof you have

evidence that you can't dispute to back

up your client and so that's step two

you want to provide proof of claim now

step three is your first call to action

this is just going to be a small call to

action that you're gonna throw in in the

beginning of the vsl to capture the

people who don't want to stick around

and watch the whole video there's those

types of people out there and that's

totally fine those guys you want to CTA

to them right now which is again call to

action so how you want to do this is

essentially once you've stated who

you're calling out you've stated your

offer and you've provided proof you then

want to immediately say something as

simple as so if this interests you click

the link right below this video I'm

booking a call that's all you need to do

it's very small it's very light but it's

going to capture those people who don't

want to have to stick around for the

whole video to see what the action is

you get those guys out of the way right

now and then the guys who you need to do

a little bit more selling for that's

going to then take us into step four so

immediately after you state the first

CTA which we did in step three step four

is you want to explain the problem and

again explain the reason why what

they've tried in the past has failed now

obviously this is going to vary

massively depending on your industry

depending on your ideal client and you

may have to do some research to figure

out why what they've tried in the past

has failed but you have to to make sure

that you do this step otherwise I

promise you it's not going to convert

and again make sure you stay to the end

of the video where I give you the live

example because it does this section

extremely well okay so now that you've

created a void in your prospect's mind

that now takes us on to step five which

is your unique mechanism so your unique

mechanism is essentially just another

way of explaining how your service is

different and it's that explanation that

fills the void that you've just created

in your prospect's mind and this goes

back to the truth versus trust idea that

I mentioned earlier and by the way I did

not invent this idea who I got this from

is a guy named Alan sultanic and I

highly recommend for you to check him

out but he talks about this idea called

Truth Versus trust and this is step five

is where this idea really comes into

play and again I promise you if you

don't do this step correctly your vsl is

not going to work you see the mechanism

is the truth behind the reason why your

service is exponentially better than

every other option your ideal clients

have and most people rely on their

Market to trust their word but the

problem with sophisticated saturated

markets is the following they've both

seen claims being made before right

they've all Seen Those ads saying hey

I'll do this for you hey I'll guarantee

you this hey I'll get you XYZ or

whatever it is and the problem is that

these saturated or sophisticated markets

have engaged these companies before or

these people who said hey I'll do XYZ

they've engaged they've worked with

those people and most of the time they

never delivered the result and so guess

what happens over time to the Market's

trust it gets broken and so then if you

rely on that market to trust what you're

saying it's never going to convert

because they inherently don't trust

people like yourself and myself because

it's been broken in the past by other

people quote burning them and so then

again when they see your ad or they see

your email they see your vsl if you're

relying on them to trust your word and

you don't rely on the truth they end up

never clicking your ad they end up never

booking in a call with you and again

that's the reason why most people's vsls

fail so instead what we have to do is

number one again not be perceived as the

same as all of those other people who've

burnt them which again goes back to the

idea of being perceived as different and

then number two we have to rely on the

truth not on the trust of the market

obviously the way in which you do that

is by getting clear on exactly how your

method or your service actually works

and how that differs from the

competition because here's the thing if

you get your clients results and that

same client has worked with another

entity in the past who didn't get them

the results which is most people always

work with a coach in the past who didn't

get them the results then there

physically has to be something different

about what you're doing versus what the

other NC or the other coaches were doing

because otherwise you would have gotten

the same results that those other

agencies or coaches got but you're not

you're getting your clients results so

there has to be something different

about what you do and you need to get

clear on that and then what you need to

do is in this step five in the unique

mechanism section of your vsl you then

need to bring that dip point of

differentiation to the Forefront and

then what's key is you then need to

explain how not only it's different but

then how is that point of

differentiation actually better for the

client and that's ultimately how you can

then start to position yourself as

different from the rest and and again

got that one step further which is then

further positioning yourself as the best

or the only option for for your ideal

clients and again stick around to the

end of the video to watch the example

vsl that I'll give you it has one of the

highest converting unique mechanisms in

our industry and it's been running for

the past two years now step six is you

want to restate results so now that you

just explained exactly how your service

works you now want to tie that back to

another set of results which by the way

have to be different from the set of

results that you explained in the

beginning of the vsl now if you have

limited results then just front load all

of your results in the beginning of the

vsl because that's where you're going to

have your highest watch time however if

you have multiple multiple multiple

results then you want to do a section in

the beginning you know four to six

results in the beginning and then you

want to do another four to six results

in Step six of the BSL but again if you

are limited with results you can just

remove step six and just front load them

all at the beginning and that brings us

to step seven which is the final CTA or

the final call to action so again

similar to the first ETA that we did in

the beginning you want to just restate

exactly what you want the prospect to do

next and make it extremely clear make

sure you explain every step that the

prospect needs to take so how I

typically finish off the Via sales that

I right because I'll simply say

something like so if you want offer so

again in our case it'll be so if you're

an antioner or a coach above 25k per

month and you want 15 new clients per

month every single month guaranteed or

you don't plan I'll send you 3K for

wasting your time if that's you click

the link right below this video on the

next page it's going to take you to a

calendar select a time that works best

for you and book in a call do you see

that how I tied the call to action to

the result I know they want and I

explained every step I said click the

link below it's going to take you to a

calendar select a Time on there that

works best for you I'm booking a call so

you want to make that next sequence of

actions the prospects needs to take you

want to make that extremely clear so

that there's zero confusion so that's

the seven steps relatively simple again

if you want to see one of the highest

converting vsls in our industry for the

past two years then click the first link

in the description of this video it's

going to take you to our current vsl and

I know it's one of the highest

converting because I've compared it to

every other player in the space and it

beats all of theirs period and again it

follows the exact seven steps that I

just laid out to you so check that out

first link in the description now

there's one more step that I did not

mention which is now that you've created

the perfect vsl framework using the

formula I just gave you you now need to

drive traffic to it because you can't

convert people if there's no one

watching the vsl right and the best way

that I've found to drive traffic to a

vsl to book again 100 plus qualified

sales calls every single month is

through Facebook ads and I know this

because we run Facebook ads for all of

our seven and eight figure applying to

our marketing agencies and coaches and I

actually made a free YouTube video where

I break down exactly how we run our

Facebook ads the setup the structure

everything you should see that on the

screen right now I highly recommend to

check that video out after you've took

action on this video so that's it if you

enjoyed the video please like Please

Subscribe and also comment what video

you want to see next and with that being

said I'll see you in the next