A VSL—Video Sales Letter—is a video that presents a sales pitch. It can be used on a landing page or in an advertisement to explain an offer and suggest the next step. Its structure should be tailored to the product, the audience, and the context in which it is shown.
The hook: Introduce the topic within the first few seconds
The tagline describes a situation or a question that the product addresses. It must align with what the video shows next. Multiple versions may be considered if they fall within the agreed-upon scope of production.
From the problem to the product demonstration
Provide some background information, then demonstrate how to use the product. Animated interfaces, diagrams, and real-life scenarios help explain the steps without resorting to overly abstract language.
Verifiable proof, followed by a clear offer
A demonstration, a cited and authorized testimonial, or a statistic accompanied by its source can support a claim. Do not present a goal as a result that has already been achieved. The offer and the call to action should then simply state what is being proposed.
Each shot supports the narrative
The storyboard links each sequence to an idea from the script. Animation, transitions, and sound can guide the viewer’s gaze and set the pace. This method helps create a coherent presentation; it is not a guarantee of sales.
The video for Klyra Design features an example of an animated VSL in our portfolio.
To prepare your VSL, check out our motion design agency.
