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What is a Video Sales Letter Ad(VSL)?

By Shash7. Posted under guides Posted on 9th Mar, 2023 - Updated on 24th Sep, 2023

Ever wondered what do they call those hour long video Ads on the Ad Library? They are Video Sales Letter Ads(VSL from now on), and they can be surprisingly effective.

If you browse through FB these days you will see many companies that do the most ads or companies that run the most volume are the companies running VSL ads.

What is a VSL?

A Video Sales Letter (VSL) ad is usually a long form(about 5 - 30 minute) video ad. VSLs often feature a narrator or presenter who delivers a compelling sales pitch, highlighting the product or service's benefits, addressing pain points, and building trust with the audience.

They are designed to engage viewers emotionally and provide a clear call to action, such as buying a product, signing up for a newsletter, or requesting more information. VSLs are commonly used in online marketing campaigns due to their effectiveness in driving conversions and conveying information persuasively.

Here's how you can create your own VSL ad.

1. Define Your Audience

The first step in writing a VSL script is to define your audience. To do this, you need to determine who your target audience is. Who are you trying to sell to? What are their pain points, needs, and desires? Make sure to create a detailed persona that represents your ideal customer. This will help you to tailor your message to their specific needs and make it more effective.

2. Start with a Strong Hook

Once you have defined your audience, the next step is to start your VSL script with a strong hook. Your hook should be something that grabs the viewer's attention and makes them want to keep watching. This could be a surprising statistic, a bold statement, or a compelling story. Whatever it is, it should be something that makes the viewer sit up and take notice.

3. Address the Problem

Once you have your viewer's attention, it's time to address the problem. What is the pain point that your product or service solves? Make sure to highlight the viewer's pain points and show them that you understand their struggles. This will help to build trust with your audience and make them more likely to consider your solution.

4. Introduce Your Solution

Next, you need to introduce your product or service as the solution to their problem. Explain how it works and why it's the best option for them. Make sure to highlight the benefits of your product or service, not just the features. This will help to show the viewer why they should choose your solution over other options.

5. Provide Social Proof

Social proof is a powerful tool for convincing viewers to take action. Use customer testimonials, case studies, or other forms of social proof to show that your product or service works. This will help to build trust with your audience and make them more likely to take the next step.

6. Call to Action

Finally, end your VSL script with a clear call-to-action (CTA). Tell the viewer what you want them to do next, whether it's to sign up for a free trial, buy your product, or schedule a consultation. Make sure your CTA is clear and easy to follow. This will help to increase the likelihood that your viewers will take action.


By following these steps, you can write an effective VSL script that engages your audience and drives conversions. Remember to keep your message focused on your audience, and to use social proof and a clear call-to-action to encourage them to take the next step. With a little bit of practice, you'll be able to create compelling VSL scripts that help you to achieve your business goals.

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