Top 10 Video Sales Letter Mistakes That Are Killing Your Sales

By: Mike Steup | 20 Year Digital Marketing Expert

You Might Not Even Know You're Making These 10 Mistakes, But Each One Is Costing You More Money Than You Can Imagine...

10 Video Sales Letter Mistakes That Are Killing Your Sales

Video sales letters can work wonders for your conversions if you really know what you’re doing, or they can kill your sales if you don’t.

Below we are going to dive right in to the exact pitfalls that you must avoid if you want your video sales letter to be a raving success.

So, without further ado, here are the Top 10 Video Sales Letter Mistakes people most often make when writing and producing their VSLs . . .

1. Know Who You’re Speaking To, Not At

Let me explain this just a bit.

When you’re having a conversation with someone, you’re speaking to or with them. To the contrary, when you’re lecturing someone you’re speaking at them.

Be sure to keep your tone conversational. No one likes to be lectured about how bad they are, or something they did wrong.

However, people love it when you empathize with them, get on their side and help them to throw rocks at the enemy.

Now you’ve become allies, formed a united front and are taking on the problem together. You’re helping them find a solution.

Who Are You Speaking To?

Before you can have a conversation with them, you must identify your ideal customer. You can’t possibly speak to everyone at once. And the tighter you can narrow your field the better and more direct the conversation will be.

Think of it this way. Let’s say that you’re selling high heeled shoes. You now know that you should cut out roughly 50% of the population and speak directly to women.

The same could be said if you were selling a product traditionally purchased by men, you’d cut out the female aspects of your speech.

But, it goes way deeper than that.

Who is your perfect customer?

What gender are they or are they mixed (men and women)?

Where do they typically live, are they city dwellers or farm folk? Most people with New York City addresses don’t buy farm equipment.

How old are they in your ideal age range?

What do they do for a living and how much do they make?

Who are their friends? Show me your top 5 friends and I’ll show you who you are.

Where do they vacation, what do they do with their friends during their time off?

There are more aspects that you can drill deeper into, but, you get the point. You must know who you’re talking to. You can learn more about how to identify and talk to your ideal market here.

If you don’t, your VSL or even a text sales letter is going to fail.

2. You Must Thoroughly Research Your Niches Biggest Problems

Let’s just say this as simply as it can be said.

In most cases your products job is to solve a problem. How can you solve a problem if you don’t even know what it is?

Yes, if you’re at the stage of writing the sales letter, typically the product has already been developed. So, one would presume that you already know what problem it solves.

Not so fast!

Do you know why so many video sales letters miss the mark and don’t convert?

It’s because they really don’t know, or at least don’t speak of the problem their product solves.

So, really dive deep into it to find the real problem - not the surface problem - and then clearly demonstrate just how your product solves this and no one else’s product does. At least not quite the way yours does.

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