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VSL's 101 - How To Create An Engaging VSL

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As a good marketer, you should always be looking for new ways to increase your conversion rates. If you’re not familiar with VSLs (video sales letters), now is the time to learn.

Video Sales Letters, or VSLs, are a powerful way to connect with your audience and sell your products or services. But all too often, they’re poorly executed, and people lose interest before getting to the point.

In this post, we’ll teach you how to create an engaging VSL that will keep your viewers hooked until the end.

What is a VSL (Video Sales Letter)?

A Video Sales Letter is a type of video that’s specifically designed to sell a product or service. Unlike most videos, which are meant to inform or entertain, VSLs are all about persuasion.

They’re usually quite long – anywhere from 3-30 minutes – and they use all the same techniques as a written sales letter, like testimonials, social proof, and promises of results.

The goal of a VSL is to get the viewer to take action, whether that’s buying a product, signing up for a service, or anything else. They’re typically used as the “closer” in a sales funnel after the prospect has been warmed up with other content.

Why use a VSL instead of other types of marketing videos?

VSLs are extremely effective at closing the deal because they’re designed specifically for that purpose.

Other types of videos, like explainers or brand videos, might do a good job of introducing your company or product, but they’re not as focused on getting the viewer to take action.

A well-made VSL, on the other hand, will take the viewer on a journey from being interested in your offer to being ready to buy it.

And because they’re so focused, they can be extremely persuasive. In fact, some studies have shown that VSLs can be up to 5x more effective than other types of videos.

Of course, not all VSLs are created equal. If you want yours to be successful, you need to put in the time and effort to make it great.

The good news is that we’ve got all the tips and tricks you need to create an engaging VSL that will get results. Keep reading to learn more.

How to create an engaging and effective VSL?

Step 1: Figure out your objective

The first step in creating an effective VSL is to figure out what you want it to achieve. Are you trying to sell a product? Get people to sign up for a free trial? Making an announcement?

Whatever your goal is, make sure you have it in mind before you start writing or filming. This will help you stay focused and on track.

It’s also a good idea to come up with a specific target audience for your VSL. Who are you trying to reach with this video? What are their needs and desires? Keep these things in mind as you create your video, so that you can appeal directly to them. 

Step 2: Write a Script

Once you know what your objective is, it’s time to start writing the script for your VSL.

This is where a lot of people get stuck because they’re not sure how to write a persuasive sales letter in video format. But don’t worry, we’ve got you covered.

Here are a few things to keep in mind as you write:

  • Start with a strong hook
    You only have a few seconds to capture the viewer’s attention, so make sure you start strong. Use an interesting story, statistic, or question to get them engaged from the very beginning.

  • Use persuasive language
    Just like in a written sales letter, you want to use language that will convince the viewer to take action. This means using phrases like “you deserve”, “act now”, and “risk-free”.

  • Make it personal
    Address the viewer directly, and make it clear that you understand their needs. Use language that appeals to their emotions, so that they feel invested in what you’re offering.

  • Be credible
    If you want people to believe what you’re saying, you need to be credible. Use testimonials, social proof, and statistics to back up your claims.

  • Offer a solution
    Your viewers are looking for a solution to their problem, so make sure you offer it to them. Explain how your product or service can help them, and what they can expect if they decide to use it.

  • Include a call to action
    Always end your video with a strong call to action, telling the viewer exactly what you want them to do next. Make it easy for them to take action by including a link or phone number.

Step 3: Create visuals that complement your script

Once you have your script written, it’s time to start thinking about the visuals.

What kind of images and videos will you use to support your message? How can you use color and design to make your video more engaging?

There are a few things to keep in mind as you create your visuals:

  • Use high-quality images and videos
    If you want your video to look professional, you need to use high-quality media. Avoid using stock photos, and instead, opt for original content that’s been shot in HD.

  • Keep it simple
    Don’t try to cram too much into your video. Use simple visuals that complement your script, so that the viewer can easily follow along.

  • Use color and design wisely
    Color can be a powerful tool for grabbing attention and setting the tone of your video. Use colors that are consistent with your brand, and avoid using too many different colors in one video.

Step 4: Add music and sound effects

Music and sound effects can make a big difference in how your video is perceived. The right music can help to set the tone and create an emotional response, while sound effects can help to add interest and engage the viewer.

When choosing music for your video, it’s important to find something that fits the overall tone of the piece. If you’re selling a luxury product, for example, you’ll want to use different music than if you were selling a toy for children.

It’s also important to make sure the music you choose doesn’t drown out the voiceover or dialogue in your video. You want the viewer to be able to hear everything clearly, so make sure the music is at a lower volume than the other audio.

Step 5: Record your voiceover

Now it’s time to record the actual voiceover for your video. If you’re not comfortable doing this yourself, you can always hire a professional voice actor.

But if you want to save some money, you can definitely record the voiceover yourself. Just make sure you practice beforehand so that you sound confident and natural on camera.

Here are a few tips for recording a great-sounding voiceover:

  • Find a quiet place to record
    You’ll want to find a place with minimal background noise so that your voice can be easily heard.

  • Use a high-quality microphone
    A cheap microphone will make your voice sound muffled and unclear. Invest in a good quality microphone, so that you sound your best on camera.

  • Speak slowly and clearly
    When you’re recording the voiceover, speak slowly and clearly. This will help to ensure that the viewer can understand everything you’re saying.

  • Take breaks
    If you start to feel tired, take a break. It’s important to sound energetic and enthusiastic in your voiceover, so don’t try to push through if you’re feeling exhausted.

Step 6: Edit your video

Once you have all of your footage and audio recordings, it’s time to start editing your video. If you’ve never edited a video before, there are a few things you should keep in mind:

  • Make sure the video flows smoothly
    The last thing you want is for your video to feel choppy or disjointed. Watch the flow of the video carefully, and make sure each scene transitions smoothly into the next.

  • Use graphics and effects sparingly
    It’s tempting to use flashy graphics and special effects, but too much can be distracting. Use these sparingly, so that they enhance the video rather than take away from it.

Step 7: Add a call to action

At the end of your video, you should always include a call to action (CTA). This is simply a statement that tells the viewer what you want them to do next.

For example, if you’re trying to sell a product, your CTA might be “Click here to buy now.” Or if you want people to sign up for your email list, your CTA could be “Enter your email address to subscribe.”

Your CTA should be clear and concise so that the viewer knows exactly what you want them to do.

Step 8: Promote your video

Once your video is complete, it’s time to start promoting it. There are several ways you can do this:

  • Share it on social media
    This is a great way to get your video in front of potential viewers. Share it on your social media accounts, as well as any relevant business pages or groups.

  • Embed it on your website
    If you have a website or blog, embed the video there so that people can watch it directly from your site.

  • Email newsletter
    Include the video in your next email newsletter, so that your subscribers can watch it.


There are several other ways you can promote your video, so get creative and try out different strategies. The more people who see your video, the better chance you have of achieving your desired results.

Video is a powerful marketing tool that can help you to achieve your business goals. By following the tips in this article, you can produce a high-quality video that will engage and convert your viewers. So what are you waiting for? Get started today!

Have you created VSLs for your marketing efforts? What was your experience with them? Share your best tips with us in the comments below!

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