{"id":2974,"date":"2017-04-24T07:41:27","date_gmt":"2017-04-24T14:41:27","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=2974"},"modified":"2019-05-09T11:31:46","modified_gmt":"2019-05-09T18:31:46","slug":"use-pacing-propel-vsls-rising-action-catapult-conversions-even-youre-total-newb","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/use-pacing-propel-vsls-rising-action-catapult-conversions-even-youre-total-newb\/","title":{"rendered":"How to Use \u201cPacing\u201d to Propel Your VSLs and \u201cRising Action\u201d to Catapult Your Conversions, Even if You\u2019re a Total Newb"},"content":{"rendered":"

Pacing is a critical part of all consumable media, whether it\u2019s movies, TV, music, WEBINARS, or\u2026 dun, dun, duuuuuuun\u2026\u2026.<\/span><\/p>\n

High-converting Video Sales Letters (VSLs)<\/i><\/b><\/h3>\n

In the <\/span>first article in this series<\/b><\/a>,<\/b> \u00a0<\/b>we discussed the first steps in your VSL creation. In this article, we\u2019re going to focus on the concept of pacing, and how to apply it to writing your VSL.<\/span><\/p>\n

In an upcoming article, I\u2019m going to walk you through an entire VSL outline to help you apply your pacing correctly, so don\u2019t be concerned about having to figure out something that it can take screenwriters and copy editors decades to master. We\u2019re all about sharing <\/span>webinar best practices<\/span><\/a>, marketing strategy, and everything that encompasses. <\/span><\/p>\n

But, we\u2019ll keep the lessons short and sweet so you can actually get through them.<\/span><\/p>\n

Today, we\u2019re just getting familiar with the concept in order to recognize its importance in the success of your VSL, because if your VSL has a high bounce rate (people clicking away before the video has finished), it\u2019s almost always due to a problem with pacing.<\/span><\/p>\n

Just how important is pacing to your VSL?<\/b><\/h3>\n

It cannot be overstated.<\/span><\/p>\n

Without effective pacing you will, literally, lose your audience. <\/span><\/p>\n

If you\u2019re paid $15 to see the latest Transformers movie and it sucks (the previous disasters should have been a clue), you\u2019re probably going to tough it out and opt to complain about it to your friends later.<\/span><\/p>\n

But, if you\u2019re watching a VSL and you get bored, you\u2019re going to click away and go down the YouTube rabbit hole, instead.<\/span><\/p>\n

So, your VSL needs to be full-on action-packed content from start to finish, right?<\/span><\/p>\n

WRONG!<\/b><\/p>\n

\u201cPacing\u201d is not a synonym for \u201cinteresting\u201d or \u201centertaining\u201d. Pacing involves more than just putting your best content front and center. If boring your audience is going to switch them off, frantically bashing them over the head is just going to make them dizzy and irritable.<\/span><\/p>\n

When you\u2019re writing copy for a lead capture page or an ad, it\u2019s not a bad idea to put forward your best feature, best benefit, and best testimonial. <\/span><\/p>\n

But a VSL is a different beast. <\/span><\/p>\n

A VSL needs to engage, generate interest, educate, and close the sale \u2013 there\u2019s a lot going in this marketing form.<\/span><\/p>\n

The type of pacing you need to apply to your VSL is something called\u2026 <\/span><\/p>\n

Rising Action (The key to building tension)<\/b><\/h3>\n

Proper pacing applied to a VSL does more than just keep the audience engaged. It also gets people into a state of mind where they\u2019re willing to <\/span>spend money<\/span><\/i>.<\/span><\/p>\n

\"Proper<\/p>\n

If you think I\u2019m assigning too much power to something as seemingly innocuous as pace, then you\u2019ve already forgotten how critical it is to every form of popular media. Let\u2019s look at a universally recognized example\u2026<\/span><\/p>\n

Indiana Jones and the Temple of Doom<\/b><\/p>\n

I could have chosen from any one of a million different movies, but I\u2019ve selected this one because there\u2019s a fair chance you\u2019ve seen it plenty of times and you\u2019ll know about the scenes I\u2019m referring to.<\/span><\/p>\n