This SOP combines detailed methodologies for creating effective and compelling Video Sales Letters (VSLs) aimed at significantly increasing revenue through a constructed process. It provides marketing and creative teams with a structured approach to develop VSLs with world-class potential.

Scope

Applicable to marketing strategists, copywriters, content creators, and video production teams involved in the ideation, development, and execution of VSL campaigns.

Responsibilities

Marketing Manager: Oversee the VSL creation process, ensuring adherence to this SOP.

Content Strategist: Coordinate the execution of the seven-step VSL process, aligning all elements with brand and campaign goals.

Copywriter/Scriptwriter: Craft compelling scripts based on in-depth research and creative brainstorming.

Video Production Team: Produce the VSL, adhering to the storyboard while incorporating visual storytelling techniques.

Analytics Team: Analyze VSL performance, offering insights for optimization.

Procedure

Research

Step 1: Market Research and Analysis

1.1. Identify the most successful VSL campaigns in our industry or niche using spy tools like

AdSpy⁠

and

VidTao⁠

and competitive analysis

1.2. Analyze these campaigns to understand the underlying sales formulas, storytelling techniques, and engagement strategies.

Step 2: Developing a Reverse Engineering Framework

2.1. Break down identified successful VSLs into their core components, including hooks, storylines, unique selling propositions (USPs), and calls to action (CTAs).

2.2. Develop a template or checklist that encapsulates these core components for use in future VSL development.

Conceptualization

Step 3: Setting Intentions

Define the goals and objectives of the VSL. This includes identifying the target audience, desired action (e.g., purchase, sign-up), and key message.

Step 4: Completing the Research Deep Dive

Conduct comprehensive research on the product, target audience, and competitors. Gather insights that will inform the script and presentation style.

Step 5: The Kindergarten Simple Pitch

Simplify the core message and offer into a pitch so simple that a kindergartener could understand it. This ensures clarity and effectiveness.

Step 6: VSL God Process - Brainstorming Hooks and Stories

Use the VSL God process to brainstorm compelling hooks and stories, especially focusing on authority figures relevant to your product or service.

Step 7: Selecting a Storyboard

Create a high-level overview of the VSL flow, scene by scene, much like a storyboard for a movie. This should include the main sections of the VSL, from introduction to call-to-action.

Step 8: Creating Your Own Storyboard

Based on the selected storyboard template, customize your storyboard to fit your specific message, story, and pitch. Ensure it aligns with the intended structure and flow.

Scriptwriting

Step 9: Creative Adaptation and Scriptwriting

3.1. Use the reverse engineering framework to develop new VSL scripts, integrating our unique brand story and value proposition.

3.2. Ensure the script aligns with proven engagement strategies while showcasing originality and creativity.

Production

Step 10: VSL Production and Execution

4.1. Collaborate with the video production team to bring the VSL script to life, ensuring high production quality and adherence to the brand's visual identity.

Post Production

Step 11: Video Editing

Documentation and Reporting

Maintain detailed records of all research, campaign designs, script drafts, and performance analytics.

Provide monthly reports to the marketing manager summarizing campaign performance, insights gained, and strategic recommendations.

Review and Revision

This SOP should be reviewed annually or as significant shifts occur in market trends or consumer behavior.

Updates to the SOP must be documented and communicated to all relevant team members.

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