|This is an expansion of an earlier article – if you haven’t already I encourage you to read the original post first.
If you want to read the entire Video Sales Letter article series from the beginning, start here…
If you’re concerned about knowing whether or not people are engaged with your video sales letter, not to worry. It will be super obvious.
Your audience communicates this with their feet.
Or, more accurately, their fingers.
Yes, sometimes people will drop out early because they’re busy or distracted, but for the most part, if someone drops out of the VSL before the end, this is an easy signal to interpret.
It’s never fun to review your analytics and note that, on average, 5% of the audience drops out precisely at the 18-minute mark, but that information is useful for two reasons:
1) It tells you that you may need to tweak the content in the 15-17 minute range to make it more engaging.
2) It indicates that the people that are still watching are obviously interested in what you have to say and what you have to offer.
The ramifications of, and the way in which you deal with, the first point is obvious, but the second point is far more compelling.
It’s an interesting VSL quirk that you are able to fairly accurately assess the mind of your viewer simply on the basis of whether they’re still watching. So easy is it for your audience to click away, that their sustained presence is extraordinarily revealing.
- If someone is still watching after you’ve described and empathized with their anguish over a particular problem, then there’s a strong likelihood that they share this pain.
- If they’re still watching after you’ve made your case for being recognized as an expert, then they’re likely in agreement that you can be viewed as an authority.
- If they’re still watching after you’ve revealed and described your product, then it’s reasonable to conclude that they’re interested in obtaining it.
This next point is the key to making your VSL effective and, most of all, profitable…
Understanding exactly what is going on in the mind of your viewers and delivering content that speaks to their wants, needs, and doubts.
In the previous article in this series (How to Overcome Objections from People Who WANT Your Product, but Aren’t Yet Convinced It’s Right for Them: Plot Point 18) we identified that at this stage in your VSL your audience wants your product, but are not ready to commit to making a purchase.
Right now, your audience has doubts, objections, and subconscious fears.
They want relief from their pain, they want the promised land you’ve shown them (Drowning Your Audience (Plot Points 3 & 4), and they believe your product can deliver success for other people. But there’s still a question mark over whether the product can deliver success for them… personally.
This isn’t just about whether your product is a good fit for them, but whether THEY are a good fit for your product.
In short, your audience is questioning…
Am I Qualified to Buy?
In Plot Point #18 we used testimonials to illustrate that people in circumstances far less agreeable than those experienced by most of your audience have been able to use your product to great effect.
The natural conclusion for your audience is that if someone with worse health, less education, and fewer resources can make the product work, then just imagine what it could do for them.
This means you’re a step closer to your viewers believing that they’re qualified to buy and use your product. Plot Points #19 and #20 are going to remove all doubt.
Plot Point #19: Who is This For?
Law #1287 of customer acquisition states that, “The more impressive you make your product appear, the more people begin manufacturing objections.”
There’s a sweet spot somewhere between, “This product sounds amazing!” and “This all sounds too good to be true.” You want to talk your product up but, at the same time, you need to be careful not to go too far.
The trick is not to hold back when describing your product, but rather to QUALIFY who can and should make use of it while doing so in a way that doesn’t DISQUALIFY a budding customer.
This is much simpler than it sounds…
Come right out and state the question: “So… who will (Your Product Name) work for?”
It’s just possible (although highly unlikely) that your product will, in fact, work for every last person on the planet, but no one is going to believe that. So, begin by describing the types of people that the product WILL work for based on things like niche, business type, income level, available time, etc.
For instance, if you’re selling a training course on investing in stocks, you might say…
“This product will work best for people who can spend at least one hour per day in simulated trading, at least for the first couple of weeks. And although, strictly speaking, you need at least $5,000 to begin trading with, you can start with less. It’ll just take a little longer for you to get things rolling.
“I also recommend you have at least a high-school level of education. The modules aren’t massively complicated – they’ve been written so they can be easily followed and understood – but a basic understanding of math and good organization skills are important. If you didn’t finish high school but you’ve got a smart head on you, you’ll probably do just fine. Don’t forget, you can work your way through this course as quickly or as slowly as you need to.”
In this example, the qualifiers are being able to spend one hour a day on the program, to have $5,000 in savings available to invest, and a high school-level education. Notice that none of these bars are set especially high. Most of your audience are going to be able to fit into these categories fairly easily.
Note also, that the qualifiers are themselves qualified so that, even if you don’t quite make the grain in one area, there is a strong suggestion that you’re still going to be able to manage just fine.
This is the effect you’re aiming for. The qualifiers make the power of your product more believable, but don’t eliminate huge swathes of your audience.
Plot Point #20: Who is this NOT for?
Now you’re going to go to the flip-side of the qualifiers by describing people who SHOULDN’T buy your product. These are all going to be obvious disqualifiers that NONE of your audience are going to relate to. Things like…
- People who are lazy.
- People who are satisfied with mediocre results.
- People who are too afraid to try something new.
- People who can’t follow a simple, step-by-step process.
It’s a little cheesy, but it works. Your audience is already feeling good because the previous Plot Point qualified them as a potential buyer, and now you’re reinforcing their mild sense of superiority by describing disqualifiers that they will NEVER believe apply to them.
But there’s a second beneficial effect from this Plot Point. By describing attitudes that would disqualify certain people, you’re starting to create an “Us versus Them” mentality. You’re creating a tribe. A club. A mastermind group.
You’re stating, not too subtly, that your customers are a group of smart go-getters and if you tick all of the above boxes, you can be part of something special.
Now, you’re not just selling a product… you’re starting a movement!
Yes, that’s a bit hyperbolic. But you get the idea.
In just a handful of slides, you’ve overcome some significant audience objections, and increased the desire of your audience to get their hands on your product.
If your audience is still engaged at this point, you can reasonably conclude that they want your product. Now their thoughts will be turning to the price.
Which brings that critical question…
Is this product going to be affordable for me?
Once you have your audience asking this question, you’re in a powerful position. If you don’t want to waste this moment, make sure you check out the next article in this series.
WebinarJam and EverWebinar are both amazing forums to showcase your VSL. Once you find the conversion sweet spot and make your tweaks from a WebinarJam recording, use that version in EverWebinar and watch your stream of income blast off!