Copywriters Podcast welcomes superstar copywriter Mike Pavlish who shares his secrets about VSLs that sell like crazy. They discuss the effectiveness of VSLs compared to traditional sales letters, the challenges of selling through this medium, and the importance of market research and customer experiences in copywriting. They also cover crafting a compelling lead and transitioning from short to long video content.
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insights INSIGHT
Why VSLs Outperform Sales Letters
Video sales letters excel because they combine sound, sight, motion, and personality.
They outperform paper sales letters by engaging multiple senses and emotions in today's video-driven world.
insights INSIGHT
Four Types of VSLs Explained
There are four types of VSLs defined by length and purpose, from very short TikTok clips to long 30-60 minute presentations.
Longer VSLs are effective because they address all objections and questions without a live salesperson.
volunteer_activism ADVICE
Research for Big Idea Creation
Conduct deep research on customers, trends, and product benefits to discover your big idea.
Use forums, customer feedback, and market analysis to find unique reasons why your product stands out.
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Our returning champion is superstar copywriter Mike Pavlish, and even though this is Copywriters Podcast, I’m not exaggerating when I say “superstar.” Mike’s been at it for over 30 years, and his copy has sold three-quarters of a billion dollars in products and services.
Because Mike is going to give us some closely-held secrets about VSLs that sell like crazy, you ought to hear what one of his clients says about Mike. I happen to know this client, because he flew over from Singapore nearly 10 years ago to attend a seminar I had organized.
His name is Alvin Huang and listen to what he has to say:
“We’ve tested Mike Pavlish’s copywriting agains 5 other A-list copywriters, including many of the top names in the world for sales letters and VSLs. Mike’s copy has won every single time. For us, Mike Pavlish has been the Steph Curry of copywriters.”
You know, there’s only one way to get a testimonial like that, and that way is to earn it with results. So we’ve talked Mike into sharing some ideas with us about how to get those results with a VSL.
Mike has written more than 150 VSLs (long-form, which he’ll explain in a minute) and dozens of them have brought in $10 million or more in sales.
On today’s show, Mike told us about the kind of research you should do to get your “raw materials” for a winning VSL, and what it is that makes VSLs perform so well in an online environment where there are so many other things competing for your prospect’s attention.
He also described the four types of VSLs (long-form, 30-60 minutes, is one of the four) and explained how to use each one, depending on your desired result.
And Mike introduced a new idea I’ve never heard before: How to use proof early in your script to tease benefits you will reveal later.
He also revealed what is the one type of story that you should use in a VSL, and… he went into great depth on what you should include in your lead, and what are the other key elements of a winning VSL. All in all, a detail-rich, highly valuable interview for Copywriters Podcast.
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