Service
Video sales letter scripts
A standalone script is $1,000, with two rounds of revisions, delivered in 10 to 14 days. Long form video sales letters or short form ad scripts, written for one specific offer.
This is the writing, not the filming. What you get is the script, ready to hand to whoever shoots or records it.
01
What is a VSL script, and when do I need one?
A VSL, or video sales letter, is a script that sells your offer through video.
It is structured on proven persuasion frameworks to hold attention and drive a purchase. You need one when you are selling a considered offer and want a single video to do the convincing at scale, rather than repeating the same explanation on call after call.
The short form version is the same job compressed. An ad script has a few seconds to earn the next few seconds, so the hook carries almost all of the weight.
02
What does it cost?
Standalone
$1,000
One script, long form or short form, with two rounds of revisions. 10 to 14 days.
Inside the full package
$500
Added to the full package, which is $3,500 to $5,000 with the script and $3,000 to $4,500 without it.
More than one
To scope
A set of ad scripts testing different angles on the same offer is quoted together, because the research is done once.
The script costs less inside the package because the offer, the audience and the voice have already been worked out for the site copy. On its own, that groundwork is part of the job. The whole rate card is on the pricing page.
03
Do you produce the video as well?
No. This is the script only, and it is worth being clear about that before anyone pays for anything.
What gets delivered is the written script. Hook options, the body, and the call to action, formatted so somebody can read it to camera or hand it to an editor without rewriting it first.
If you need the video made, that is a different person and a different budget. Say so early and I will tell you what the script needs to account for, because a script written for a founder talking to a phone camera is not the same script as one written for a produced edit.
04
What is actually delivered?
The full script
Written end to end, in the order it will be spoken, not a set of bullet points for somebody else to join up.
Hook options
More than one opening, because the first few seconds decide whether the rest gets watched and you should be able to test that.
A call to action that matches the offer
Written for what you actually want the viewer to do, whether that is buy, book or apply.
Two rounds of revisions
Included in the price. Most scripts need one, and the second exists so nobody is negotiating over a change.
05
What do you need from me to start?
Four things, and the third one is the one people forget.
01
The offer, exactly
What is being sold, at what price, with what guarantee. A script cannot be written around an offer that is still being decided.
02
Who it is for
Not a demographic. The specific situation somebody is in when this becomes worth buying.
03
The objections you actually hear
The reasons people give for not buying, in their words. This is the single most useful thing you can send, and almost nobody sends it.
04
Proof you are allowed to use
Reviews, results, numbers you can stand behind. Nothing gets written into a script that you cannot back up if somebody asks.
06
When is this not the right thing to buy?
When the thing you sell is cheap enough to buy on impulse.
Nobody watches a long video to decide on a small purchase. If the product sells itself from a photograph and a price, the money is better spent on the page it sells from and the email that drives people to it.
The other case is a local service where a phone call already closes the sale. If the problem is that calls go unanswered rather than that people are not convinced, an AI receptionist is the honest recommendation, and I would rather say that than sell you a script.