People shop with their emotions. Making them feel happy and hopeful is important.


This is an expansion of an earlier article – if you haven’t 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…

The First 5 Critical Steps to Creating Sleek Video Sales Letters

Emotions are contagious.

We can start the day feeling great, but if our business partner, spouse, or even the stranger in line behind us to get coffee is in a persistent bad mood, it’s only a matter of time before we’re also ready to start throat punching.

Incredibly, we can even be affected by fake emotions transmitted to us via our televisions.

It’s why we laugh and cry at movies, TV shows, even commercials.

That emotions can be transmitted through a pane of glass via recorded video and audio is incredible. But do you know what’s really awesome…?

People make buying decisions based on their emotions.

Never doubt, not even for a moment, that if YOU can get yourself genuinely excited and thrilled about your product, and plug that enthusiasm right into your Video Sales Letter (VSL), those emotions will infect your audience, and boost your conversions.

This means you have to do your level best to make your emotions come through. So, let’s look at how we can pull that off.

Plot Point #9: Bottom Line Transfer of Happiness

In the previous Plot Point you shared your personal story (or case study) that allowed the viewer to peek behind the curtain and share in the events that led to your breakthrough (you can read the full article on this subject HERE).

We’re building up to your big reveal, but before that happens you’re going to spend a few more moments escalating the excitement and anticipation.[i]

You’ve just fascinated your audience with your “zero to hero” story. You’re (hopefully) exuding all the joy, excitement, happiness, and satisfaction that your story invoked. Now, you need to transfer those emotions to your audience.

The trick to achieving this is to sum up your story in one massive, jaw-dropping take-away, that makes your achievement seem like an inevitable result of your previous action.

So inevitable, in fact, that your audience will really start to believe that they can replicate your success.

“Traffic is easy. Anyone can get it. High Converting Traffic? If that’s what you want, well, I learned the hard way that it’s going to take a specific system to guarantee results. But once you have that system, what you can do with that traffic will literally change how you run your business.”
“You can learn all the golfing techniques in the world, and mess around with every gadget going, but unless your mental game is right, it’s never going to get better. However, once you’re aware of that and you start taking the steps to master that area of the game, it all starts to come together.”
“There isn’t one, simple method for losing weight, but I realized that NO strategy is going to work if you’re not fully committed to it. Once you find your reason for improving your health, your figure, and your self-esteem, AND the techniques that allow you to lock in that dedication, then anyone can start to shed those pounds.”

Now it’s time to list your credentials, so the audience knows why you’re an expert in this field.

Plot Point #10: Credentialize (Who am I?)

If you nail Plot Point #9 (and you must work on it until you do), your audience will be starting to feel excited about what they, personally, might be able to achieve.

They’re now itching to find out exactly WHAT your product is and how it all works.

And you’re going to keep stoking that fire until your audience is, internally, begging you to get to your reveal.

With Plot Point #10 you make a little bit of a lateral move by establishing your credentials and why you’re qualified to offer your wisdom. This is the correct time to do this because it’s right before your reveal, lending credibility to your offer.

Keep it brief and avoid sounding cocky or arrogant (unless that’s the personality of your business – few can pull this off, but I do know some that have made it work for them).

A simple way to brag without sounding like you’re boasting is to talk matter-of-factly about your achievements.

Talk about what you’ve done since becoming a recognized expert in your field. What have you published? Who have your partnered with? At which events have you spoken? What records have you broken?

Lay it all out and then, immediately, take away any sense of humble-bragging by reminding your audience where you came from.

“I wasn’t always a professional in this field. It was only 5 years ago that I was struggling with X, Y, and Z…”

Plot Point #11: What Could Happen?

What you’re doing now is cementing the conviction of your viewers that you’re the real deal and that the product you’re about to reveal is worthy of their serious attention.

Having briefly turned the spotlight onto yourself, quickly turn it back to your audience.

“But, hey… it’s not about me, it’s about you.”

Take your audience back to the Promised Land and ask them to consider what could happen if they emulate your success. What will happen when they apply YOUR strategies to THEIR pain?

You’ve claimed authority, you’ve created a connection by describing your humble beginnings, and now you’re tackling THEIR problems!

“If you’ve been totally bummed out, feeling <describe pain>, imagine using <specific tip> and seeing <this immediate benefit>. Imagine seeing <this result> and <that result>, putting an end to <specific suffering>”

Plot Point #12: It Gets Better…

At this point in your VSL, each time you finish a plot point, your audience will be expecting the next slide to be your big reveal. Keeping them dangling may feel cruel, but it’s essential to maximize their enthusiasm and anticipation for your announcement.

This is like the point in the movie where the hero is in trouble and you’re expecting something to rescue them. But each time you think a savior is about to emerge, the movie adds another level of danger.

Except, instead of adding more danger, you’re going to add one final layer to the awesomeness of your story.

This is going to be along the lines of…

  •      After you completed your journey, you got really serious about maximizing your success.
  •      You experimented, tested more ideas, and amazing things started happening.
  •      You discovered (possibly by accident?) an incredible technique that allowed you to do <something amazing>.
  •      You call it <cool-sounding name> and it’s resulted in <massive pleasure>.

Try and make this short anecdote as personal to you as possible, but the main thrust is that this is going to put one final cherry on the icing before you reveal the cake in all its sugar-encrusted glory.


In the next article, it’s finally going to happen…

We’re going to unveil your product.

But first, there’s one more plot point to master that will create the perfect frame for your BIG REVEAL.

Keep a sharp eye out – because this article is one you DON’T want to miss.

Do you like the idea of your VSL being viewed around the clock, every day? Well, then you’ll LOVE EverWebinar. Check it out today!

Don’t worry about your VSL becoming overly long or repetitive; each of these plot points can be as short as 1-2 minutes. But every plot point has a specific purpose so try to avoid skipping over any of them.

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