To establish a systematic approach for creating innovative and effective leads for Video Sales Letters (VSLs) using insights gathered from market research and creative brainstorming techniques.

Scope

This SOP guides the content creation team through the process of conceptualizing, developing, and refining VSL leads. It is intended for use by all team members involved in VSL production, particularly new members who need a clear and detailed understanding of the creative processes involved.

Responsibilities

Content Creation Team: Generate new lead ideas, draft and refine lead concepts, and participate actively in brainstorming sessions and peer reviews.

Marketing Team Leads: Facilitate brainstorming sessions, ensure adherence to SOP, and provide feedback on lead drafts.

Research Analysts: Provide ongoing research on current trends and audience preferences to inform lead creation.

Training Coordinator: Ensure that all team members, especially new hires, are trained on this SOP and understand the creative techniques used.

Procedure

Creating Your Own Leads:

Organize Brainstorming Sessions: Conduct structured brainstorming sessions with the content creation team. Use insights gained from the reverse-engineering of successful leads as a stimulus for generating new ideas.

Draft Multiple Lead Versions: Based on the brainstorming outcomes, draft several versions of leads. Experiment with different hooks, stories, emotional appeals, and value propositions to cater to various audience segments.

Conduct Peer Reviews: Within the team, review the drafted leads, collecting feedback on their potential effectiveness and resonance with the target audience. Refine the leads accordingly based on this feedback.

Brainstorming New Ideas:

Research Current Trends: Utilize tools such as Google Trends, YouTube, and Answer the Public to identify current trending topics, popular questions, or interests relevant to your industry. These trends can provide inspiration for new lead ideas.

Apply Creative Techniques: Implement creative brainstorming techniques to explore and expand upon new ideas:

Mind Mapping: Create mind maps to visually organize information and explore various aspects of potential lead topics.

SCAMPER Method: Use the SCAMPER technique to encourage creative thinking by modifying existing ideas (Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, Reverse).

What is SCAMPER Method?

Substitute: Consider what elements of existing leads can be replaced to improve the message.

Combine: Merge two unrelated concepts to create innovative leads.

Adapt: Alter an existing lead to fit a different context or audience.

Modify: Change parts of the lead to enhance its appeal or effectiveness.

Put to Another Use: Repurpose elements that are typically used in other formats or contexts.

Eliminate: Remove unnecessary parts of a lead that do not add value.

Reverse: Consider approaching the lead from an entirely opposite angle.

Five Whys: Apply the Five Whys method to drill down into an idea or problem by asking "why" five times, each answer forming the basis of the next question, to uncover underlying opportunities for unique lead concepts.

What is the Five Whys Technique?

Start with a basic issue or goal, for example, "Why is our current lead not performing well?"

For each answer, ask "Why?" again to delve deeper into the underlying causes.

Continue asking "Why?" until you reach the fifth iteration to ensure a thorough exploration of the root problems or opportunities.

Use the insights gained to inform the development of more targeted and effective VSL leads.

Validate Ideas: Present the newly conceived lead concepts during team meetings for validation and discussion. Refine these concepts based on team feedback and ensure they align with audience interests and overarching campaign goals.

Documentation

Maintain comprehensive records of all brainstorming sessions, drafts, feedback rounds, and final versions of leads. Store documentation in a centralized digital location accessible to all relevant team members.

Training

Provide detailed training on this SOP and the specific creative techniques outlined. Regular workshops and refreshers should be scheduled to keep all team members updated and proficient in these methods.

Review and Continuous Improvement

Regularly review the effectiveness of this SOP and the leads generated through it. Solicit feedback from team members and adapt the SOP to incorporate new insights and methods as needed.

Want to print your doc?
This is not the way.

Try clicking the ⋯ next to your doc name or using a keyboard shortcut (

CtrlP

) instead.