5 Tips for Creating a Video Sales Letter

Adding a video sales letter to a landing page is one of the best tactics you can use to increase conversion rates. As many people prefer watching videos over reading. Also, videos have been shown to increase the conversion rates of landing pages. 

Of course, you won’t automatically generate more sales, just because you put together a video and surmount it at the top of the landing page. You need to be very strategic about this. 

Therefore, to ensure you get it right, I have shared my top tips for creating a video sales letter below…

Create it for a specific audience:

One of the biggest mistakes people make with video sales letters or any other sales letter is that they create it for a general audience. They hope that if they create it for a more general audience, more people will be able to relate to it so it will convert better. This is simply not true. To generate high conversion rates, you actually need to be specific about the audience you create it for. 

So, before you record the video do all the research you can to learn about your target audience. Then create videos and sales letter copy for this specific audience. 

If you have multiple audiences, you should create multiple landing pages and video sales letter for each audience and then send visitors to the appropriate landing pages. 

Use the AIDA formula:

AIDA stands for attention, interest, desire, and action. This is the formula copywriters use while writing copy for all kinds of media such as landing pages, emails, squeeze pages, etc. This formula is used extensively because it works. You should be using it for your video sales letters too. So, divide your video into 3 segments and record them separately. 

In the first video, you should focus on doing everything in your power to gain attention. The second video should be all about generating interest and desire. And the final video should be about getting the viewer to take action. 

You can then put these three video parts together with a good video editor. You can record them all at once in one single video. But this way of recording separate videos and putting them together works well too. Another trick you can use is to download one of the parts from YouTube or Vimeo or any other online video platform. Just make sure you are downloading free videos and not violating any copyright. Then, you can add sound and edit it according to your requirements. For all these tasks, you can use a video editor/downloader that has all the required features under the hood.

Optimize for mobile:

Make sure your videos are optimized for mobile as a good percentage of viewers will be watching the videos on mobile devices. A better option would be to have two different versions of the video on two different versions of landing pages. One can be optimized for mobile devices while the other for PC/desktop. 

Follow the rule of conversion scent:

Conversion scent is the relationship between the landing page and the source of traffic. If there is a visual relationship between the two, your conversion rate will be higher. So whether you are using a video ad or a webinar or live video to generate traffic, make sure that there is a visual relationship between them and your video sales letter. 

The stronger this relationship is, the higher your conversion rate will be. 

Track performance:

Using a video sales letter is just like using any other type of marketing tactic, it takes time to get it right. It is very unlikely you will get it right in the first attempt. This is why you should track the performance of your sales videos and then constantly make changes such as the length, copy, call to actions, etc. to see if they bring about better results. 


These are my top tips for creating a video sales letter. Try them out today to create videos that get watched and convert views to sales.

Greg Trim

John is a small business blogger with a focus on technology and innovation. With over 7 years of experience covering the latest trends in the small business world, John has a reputation for being a knowledgeable, forward-thinking and tech-savvy blogger. He has a keen understanding of the intersection between technology and small business, and is able to explain the latest tools and strategies in a clear, relatable and actionable way for his readers. John has interviewed industry experts and covered major technology events such as the Consumer Electronics Show and the SXSW Interactive conference. He is also an active small business owner and entrepreneur, which gives him a unique perspective on the challenges and opportunities facing small business owners in the digital age. His blog is known for providing valuable insights and tips on how to leverage technology to grow and scale a small business.