What\u2019s the situation now?<\/li>\n<\/ul>\n#9. Bottom line transfer of happiness (1 slide)<\/b><\/p>\n
What was the primary revelation from your \u201cGoing behind the curtain\u201d story?<\/p>\n
Make sure that whatever you describe in this Plot Point bleeds into the idea that ANYONE can replicate your success.<\/p>\n
#10. Credentialize \u2013 who am I? (3-5 slides)<\/b><\/p>\n
What have you achieved since finding success and becoming an expert in your field?<\/p>\n
Be careful not to put yourself on too high of a pedestal \u2013 you need to stay relatable. Remind your viewer what your life used to<\/i> be like and the pain you used to<\/i> be in.<\/p>\n
#11. How can your journey and hard work benefit the viewer \u2013 what could happen? (2-4 slides)<\/b><\/p>\n
You\u2019ve just claimed authority AND given your viewer a reason to relate to you. Now you\u2019re going to remove their pain<\/i>.<\/p>\n
Describe in explicit detail what will happen to your viewer if they apply YOUR knowledge and experience to THEIR problems.<\/p>\n
#12. It gets better (3-6 slides)<\/b><\/p>\n
The intensity is rising again. You just talked about your journey from zero to hero \u2013 now you\u2019re going to up the stakes.<\/p>\n
Describe how, after you completed your journey (see Plot Point #8), you doubled down and started experimenting with different ideas. What you discovered amazed you and will, in turn, amaze your viewer.<\/p>\n
#13. It gets AWESOME \u2013 there\u2019s a system (5-15 slides)<\/b><\/p>\n
Now your story peaks. Describe the coolest feature and benefit of your product (still without naming it \u2013 we\u2019re almost there) and explain how everything came together to create your system or product or software app or whatever it is that you\u2019re going to sell.<\/p>\n
Give the viewer hope that this might be something they can also utilize. Your story should feel like it\u2019s reaching a climax.<\/p>\n
#14. It\u2019s called\u2026 (1 slide)<\/b><\/p>\n
Reveal the name of your product. That\u2019s it.<\/p>\n
#15. The biggest benefits of the system (3-8 slides)<\/b><\/p>\n
Now that the cat\u2019s out of the bag, you can go to town on revealing the things that make your product so special. You\u2019re not going to share everything (your video needs to end, eventually) but you\u2019re no longer going to hold back on identifying the best bits.<\/p>\n
Begin with the benefits and use emotional words to describe the results your customer will experience.<\/p>\n
#16. The features of the product that make it work (3-8 features with 1-3 slides per feature)<\/b><\/p>\n
Tell a mini story about each of the features that you\u2019re going to highlight and follow it with the benefits it produces.<\/p>\n
#17. Your favorite feature(s) (1-3 slides)<\/b><\/p>\n
Using the same format as above, describe 1-3 of your favorite features (that you haven\u2019t yet revealed) and explain why they offer the greatest benefits.<\/p>\n
![\"Overcome](\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/05\/Proof.png\")
<\/p>\n
#18. Proof (testimonials and case studies) (3-5 slides)<\/b><\/p>\n
The best testimonials are not always those with the most outstanding results. Try and inject some variety by including case studies from people who found success with your product, even in the midst of adversity.<\/p>\n
You should also select testimonials that naturally overcome objections that might be sitting in the mind of your viewer.<\/p>\n
#19. Who is this for? (1-2 slides)<\/b><\/p>\n
Describe the types of people that will benefit from this product (personality types, niches, business types, income levels, etc.).<\/p>\n
Don\u2019t go over the top and say it will work for everyone. If you make your product sound too good to be true, your viewer will start thinking of reasons to object.<\/p>\n
#20. Who is this NOT for? (2-4 slides)<\/b><\/p>\n
Don\u2019t disqualify a qualified buyer, but to avoid the perception that you\u2019re presenting your product as some kind of panacea, think of a few obvious qualifiers.<\/p>\n
If you\u2019re struggling to come up with any, fall back on basic attitude qualifiers such as, \u201cYou must want success,\u201d or \u201cYou must be willing to follow the steps.\u201d<\/p>\n
#21. What is it worth? (2-3 examples with 1-2 slides per example)<\/b><\/p>\n
Highlight competing products that are more expensive and not as effective. Start with something that is ridiculously expensive compared to your price and then come down to something that is more realistic but still more expensive.<\/p>\n
Don\u2019t reveal your price yet but indicate that your solution isn\u2019t going to be anywhere near these prices.<\/p>\n
#22. You have a REAL CHOICE! (3-5 slides)<\/b><\/p>\n
Give the viewer the power by letting them know that they have a choice. They can continue to struggle and try to solve their problems on their own (agitating the pain again) or they can take action.<\/p>\n
What will their life be like if they don\u2019t solve their problems? What will their life be like if they do?<\/p>\n
#23. Massive value TODAY! (3-5 slides)<\/b><\/p>\n
Revealing the price is going to take you a while, so settle in. Begin with the good news that although your product is worth X and it usually sells for Y, it\u2019s not going to cost the viewer anything close to that.<\/p>\n
Then give your viewer a valid and truthful reason why you\u2019re making them a special offer today. This could be to celebrate a milestone, the opening of the business, or the success of your product so far.<\/p>\n
Alternatively, it could be because you have excess stock or it could be because you have only 100 units left and you want to move them all before the end of the month.<\/p>\n
A nice fallback is to make the special offer because you want more success stories and more case studies. Make sure, if you state this, that you do actually follow up with your customers and get their testimonials.<\/p>\n
#24. Bonus stack (1 slide per bonus)<\/b><\/p>\n
Add to the value of your offer by including bonuses. Reveal each bonus on its own, individual slide and, in addition to revealing the bonus name, describe the features it offers, the advantage it gives, and the benefits it provides.<\/p>\n
#25. Bonus benefits of benefits (1 slide per bonus)<\/b><\/p>\n
Offer an approximate value for each bonus (or be specific if the bonus is currently selling elsewhere on its own) and describe the benefits of the benefits for each item.<\/p>\n
#26. Total value of package (1 slide)<\/b><\/p>\n
Itemize, on one slide, the regular price of your product and the approximate value of each bonus. Show the combined value of everything they\u2019re going to receive today.<\/p>\n
Make sure your \u201ctotal value\u201d figure is realistic, otherwise it loses any meaning. Aim for a \u201ctotal value\u201d price that is around 4-5 times the price you\u2019re going to eventually reveal.<\/p>\n
#27. Takeaway pricing (1 slide)<\/b><\/p>\n
Tell the viewer, first of all, what they WON\u2019T be paying today. Cross out the \u201ctotal value\u201d price, cross out the bonuses price, and finally cross out the regular price of your product.<\/p>\n
Throw in one, final tease, by saying that, if they buy today, they\u2019ll pay less than half, or less than a third, or less than a quarter, or less than a fraction (whichever applies) of the regular price.<\/p>\n
![\"Before](\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/05\/Guarantee.png\")
<\/p>\n
#28. Here\u2019s my promise (guarantee) (1-5 slides)<\/b><\/p>\n
Hold off on revealing the price for another minute or so by literally saying, \u201cBut before I reveal the price, here\u2019s my promise to you\u2026\u201d<\/p>\n
And then go on to share the details of your warranties, guarantees, and ultra-friendly refund procedures.<\/p>\n
#29. The awesome price (1-2 slides)<\/b><\/p>\n
Do one more recap, listing the key features of the product, all of the bonuses, and the guarantee details. And then (at last!) reveal the very special price they\u2019re going to pay today.<\/p>\n
#30. Take action \u2013 be rewarded (2-3 slides)<\/b><\/p>\n
Take your viewer on a mini-journey, describing what they have to do to snatch up the offer and what happens next. The goal is to remove the stress in the viewer\u2019s mind about making a decision and get them into \u201ctaking action\u201d mode.<\/p>\n
#31. The HOPEFUL future (3-5 slides)<\/b><\/p>\n
All being well, many of your viewers will have already have clicked on the \u201corder\u201d button and will be too busy buying to listen to you any further. So, at this point, you\u2019re purely addressing the people that are still on the fence.<\/p>\n
They haven\u2019t ordered yet, but they\u2019re still watching, so they haven\u2019t definitely decided not to buy and can still be swayed. Remind them of the awesome future they have in store if they take action.<\/p>\n
#32. The URGENT future (3-5 slides)<\/b><\/p>\n
You\u2019ve recapped the reasons why your viewer should buy; now remind them why they should buy NOW.<\/p>\n
This is all about the value of your offer. If your viewer doesn\u2019t take action, what will happen?<\/p>\n
#33. Final call to action (3-5 Slides)<\/b><\/p>\n
Your video has to come to a close, so conclude with enthusiasm about seeing them get started and watching their journey to success.<\/p>\n
Give your viewer three things to do first, immediately after they\u2019ve made their purchase, and describe the benefits they\u2019ll experience if they do so.<\/p>\n
Remind the viewer that the bonuses and special offer price are only available for a limited time.<\/p>\n
Finally, thank the viewer for their time and tell them that you\u2019ll see them inside with the other members.<\/p>\n
***************************************************************<\/b><\/p>\n
You\u2019ll notice that, for the most part, I\u2019ve described the audience in this article as \u201cthe viewer\u201d. I\u2019ve used the singular throughout because it never hurts to write your VSL script as if you\u2019re talking to and attempting to persuade a single person. It helps with making your copy feel personable and direct.<\/p>\n
You should now have everything you need to write your VSL script and put it into production. I hope you have nothing but success with your efforts but don\u2019t be too disappointed if you don\u2019t hit a home run on your first go. Just keep practicing and tweaking, always measuring your results to see what works for you and what doesn\u2019t.<\/p>\n
I also recommend you bookmark this page so you can refer to it easily in the future. As additional articles are added to this blog, expanding on each Plot Point, they\u2019ll be linked to from this page.<\/p>\n
Thanks for reading. If you have any questions or comments on this article, please post in the comments below.<\/p>\n
<\/p>\n
Ready to start testing your VSLs? Want to do it for free? Check this out!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"What I\u2019m about to share comes straight from the Genesis Digital internal Best Practice guide. Before you start writing your Video Sales Letter (VSL) script, you need to create an outline that contains ALL of your key Plot Points. It\u2019s way too easy to lose sight of what the plot actually is if you haven\u2019t […]<\/p>\n","protected":false},"author":1,"featured_media":3052,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[12,14],"tags":[],"yoast_head":"\n
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Does that mean we\u2019re ready to start writing our Video Sales Letter (VSL) script? No! Remember, the more time you spend in prep and planning your VSL, the easier it\u2026","rel":"","context":"In "Featured"","img":{"alt_text":"7 Essential Strategies for Writing Killer Copy for Your Video Sales Letters.","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/05\/7.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3220,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/roadmap-big-reveal\/","url_meta":{"origin":3051,"position":1},"title":"The Road-map to the Big Reveal","date":"July 10, 2017","format":false,"excerpt":"This is an expansion of an earlier article \u2013 if you haven\u2019t already I encourage you to read the original post first. Rock Solid Scripts that Sizzle: Key Plot Points If you want to read the entire Video Sales Letter article series from the beginning, start here\u2026 \u00a0 The First\u2026","rel":"","context":"In "Video Marketing"","img":{"alt_text":"Revealing your product will have even greater impact if you follow the road map.","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/07\/The-Road-Map-to-the-Big-Reveal.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3205,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/peeking-behind-curtain\/","url_meta":{"origin":3051,"position":2},"title":"Peeking Behind the Curtain","date":"June 26, 2017","format":false,"excerpt":"This is an expansion of an earlier article \u2013 if you haven\u2019t already I encourage you to read the original post first. Rock Solid Scripts that Sizzle If you want to read the entire Video Sales Letter article series from the beginning, start here\u2026 The First 5 Critical Steps to\u2026","rel":"","context":"In "Featured"","img":{"alt_text":"Learn to captivate your audience\u2019s attention while allowing them a moment to catch their breath from the rising action of your VSL.","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/06\/Peeking-Behind-the-Curtain.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3359,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/how-to-overcome-objections-from-people-who-want-your-product-but-arent-yet-convinced-its-right-for-them\/","url_meta":{"origin":3051,"position":3},"title":"How to Overcome Objections from People Who WANT Your Product, but Aren\u2019t Yet Convinced It\u2019s Right for Them","date":"September 22, 2017","format":false,"excerpt":"This is an expansion of an earlier article \u2013 if you haven\u2019t already, I encourage you to read the original post first. Rock Solid Scripts that Sizzle If you want to read the entire Video Sales Letter article series from the beginning, start here\u2026 The First Five Critical Steps to\u2026","rel":"","context":"In "Featured"","img":{"alt_text":"Your audience may already know they want your product or service, but they may need further convincing that they should spend money on it.","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/09\/How-to-Overcome-Objections-from-People-Who-WANT-Your-Product-but-Aren\u2019t-Yet-ConvincedIt\u2019s-Right-for-Them.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3514,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/final-call-action-tipping-fence-sitters-side-sale\/","url_meta":{"origin":3051,"position":4},"title":"The Final Call to Action Tipping the Fence Sitters to Your Side of the Sale","date":"November 20, 2017","format":false,"excerpt":"Joining this series a bit late? No problem! Start from the beginning here: The First Five Critical Steps to Creating Sleek Video Sales Letters. Judging the right tone and message for the end of your video sales letter (VSL) is really difficult. At the end of the last article we\u2026","rel":"","context":"In "Featured"","img":{"alt_text":"THE FINAL","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/11\/THE-FINAL.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3134,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/snowball-effect-script-writing\/","url_meta":{"origin":3051,"position":5},"title":"The Snowball Effect of Script Writing","date":"May 30, 2017","format":false,"excerpt":"This is a deep dive continuation of an earlier article. 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