Video Sales Template

Step 2: Identify the Problem

Because your offer is going to solve a problem for your customer, you need to identify that problem. Use a story to do this and remember who your customer should be. Your offer will be the tool your customers can use to fight and solve their problem. Remember here that customers don’t buy a product, but they buy a new opportunity that is going to create a transformation. You need to connect and show them the journey from their current state to their desired state.

Step 3: Aggravate the Problem

Depending on how long you want your video to be, this is where you can elaborate on the problem to really hit it home. You can use stats and stories, to further demonstrate how much of an issue the problem is. And why it needs a solution. If you are creating a shorter video, or if the problem is really obvious, you can leave this section out.

Step 4: Present the Solution

Introduce the solution and your product or service. Reveal the name and explain what it
does and the ‘transformation’ it will achieve. Don’t yet talk about ‘how’ the product works as that comes later.

Step 5: Establish Authority

This is where you make yourself credible and explain why you should be listened to. Qualify yourself, share relatable qualifications or achievements, explain why you want to help and why the customers should give you your time. If you start this section too early, you’ll come across as obnoxious and bragging. Like most Facebook and Youtube ads of ‘Gurus’. If you just want to create a shorter video, you might be able to skip this section and focus on the next section.

Step 6: Explain How it Works

This is where you get into the roots of your VSL. Usually, the longest part where you’ll explain how your product or service creates the transformation you talked about in step 4. Even though it’s likely to be the longest section, still keep it brief. Don’t bombard viewers with every detail. Demonstrate that it works and how. And what the customer will get when they buy it. Don’t raise any features that the customer might have objections about.

Step 7: Make the Offer (CTA #1-Gain)

Make a short call to action that reaffirms the problem and solution in one sentence. Then tell the viewer what to do next. Use the examples in the template for inspiration.
NOTE: Shorter, explainer-style sales videos will end here. If you want to create a VSL that‘s 2 minutes or less, you‘ll give 1 CTA, then you‘re done.

Step 8: Give a Guarantee

Give the viewer a guarantee to remove any objection that they might have to buy your product. I.e. ‘What if I don’t like it?’, ‘What if it doesn’t work?’. Shorter videos can again skip this step and have the guarantees displayed on the page.

Step 9: Make the Offer (CTA #2-Logic)

This is a logic-based call to action. It more subtly reminds viewers that they can’t lose if they buy your product and what they should do next. For example... "These are the proven systems businesses use to grow. As you can see from the results and testimonials, these systems work. So, if you are ready to take the next step, now is the time. You can get click the button below to get started today“.

Step 10: Give a Warning

Customers need a little bit of a push, so give the warning to incentivize them to act now! Give them a scarcity offer or deadline, or remind them of where they will be if they don’t act now.

Step 11: Make the Offer (CTA #3-Fear)

If you are creating a longer video then this will be the final call to action! It’s one that should lean on the fears of the viewer. Remind them of the scarcity you just told them about and make them feel like they are missing out.

Step 12: Social Proof (Optional)

You don’t need this step but it can be powerful to overcome doubts in your customer‘s mind by showing them testimonials from happy customers or success stories. If you have strong testimonials, you can even include them throughout the video if they flow into it naturally,
perhaps through a story or case study. You can also show these on your page too but make sure they are prominent.


Action Points
» Use the sales video template to draft your own script
» Write for your audience
» Be personal and connect with them
» Be specific with your audience (don’t try to capture everyone) Be specific with your pain point that your audience is facing, Be honest, genuine
» Use a natural conversational tone
» Drop the jargon
» Give value... help the viewer learn something
» Keep the video to 2-15 minutes
» Edit and review the script after writing
» Test it with an audience to get feedback
» Get inspiration by watching other VSL‘s from your favorite brands