How to make millions using video sales letters

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Let’s be honest—most people would rather watch than read. That’s why Video Sales Letters (VSLs) are like sales reps that work 24/7 without needing coffee breaks. Done right, they build trust, deliver your message with impact, and turn viewers into buyers—all while you sleep.

If you’re not using one yet, you’re leaving conversions (and probably cash) on the table. Here's why they work so well—and how to make yours stand out.

SALES

How to create a video sales letter

Video Sales Letters (VSLs) are one of the most effective ways to communicate your message, build trust, and convert viewers into customers. Whether you're selling a digital product, onboarding leads, or introducing a service, a strong VSL can dramatically increase conversions.

1. Ask yourself: What purpose will your VSL serve?

There’s no doubt that video is a powerful tool for businesses to use in their sales and marketing. But it’s only powerful when done with a specific aim in mind.

Before you hit record, get clear on your VSL’s purpose. Are you using it to supplement your existing sales page copy? Replace copy entirely? Or as a follow-up after a user takes a specific action, like signing up for a lead magnet or booking a demo?

Each purpose shapes the tone, script, and structure of your video.

2. You don’t need fancy equipment

You don’t need a studio to create a great VSL. A clear script, a smartphone or basic webcam, and some light editing software like iMovie or Adobe Premiere Rush are enough to produce something high quality.

What matters more is what you say and how clearly you say it.

3. Write a script that sounds human

When scripting your VSL, start by repurposing your sales page content, but shift it into a conversational tone. The best VSLs sound like someone speaking directly to the viewer—not reading a brochure. Make your call-to-action clear and early.

Don’t be afraid to repeat it, especially if the video is longer than a minute or two.

4. Use future pacing and specifics

One of the most powerful VSL techniques is future pacing. Help the viewer imagine what success looks like after using your product or service. Highlight real-life transformations with specific numbers or clear before-and-after scenarios. This builds credibility and emotional connection. Be direct and specific in your language. Avoid vague claims and focus on concrete benefits.

Think: “Close 5 more deals a month” instead of “Improve your sales.”

5. Tackle objections early

Address objections head-on—cost, complexity, results—and back your offer with a guarantee to reduce risk. This builds trust and reduces friction in the buying decision.

If you're not using VSLs as part of your marketing strategy, you're missing a major opportunity to boost conversions and shorten the sales cycle.

Start simple, stay honest, and let the message do the heavy lifting.

Want the full step-by-step guide? You can read it here: Foundr – How to Create a Video Sales Letter.

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