Video Sales Letter, for QUALIFIED leads only?
I will be creating another online course soon and I am currently writing the script for the VSL to sell it. However I have been thinking about taking a different approach.
My current funnel:
1) Awareness through social media platforms and Blog SEO funnelling to the website in order to get a free video/more information. (note: the prospect can buy a beginner or advanced course at any stage of the following funnel)
2) A short VSL on the sales page advertising the merits of my online course with a CTA getting them to exchange an email for a free video providing a solution for a common problem in my industry.
3) Email immediately sent with a link to the free video, which is a video providing value that seamlessly moves into a full VSL (a trojan horse if you will) with the call to action being the purchase of a beginners course. (if they do buy the Beginners course the last video in there is a VSL for the advanced course).
4) Subsequent email automations provide a 50:50 mixture of giving (extra free stuff) and persuasion (testimonials, what they could achieve, FAQ's etc).
5) The final email in the automation is the grand offer with a bonus included for a limited time if they buy within 48hours.
Now, this funnel has been working well, but for my NEW course (a subject more lucrative where students will be making money) I will be charging a more (1.5k).
I have seen VSL's from other high ticket online courses that only appeared only after I qualified myself by entering my email into their lead magnet. Sometimes their website contained a short VSL (if at all) with the focus being my email in exchange for free stuff.
This got me asking two questions:
1) For a higher ticket product (digital or otherwise) is it better to qualify leads first, so they can't buy unless they exchange their email for the lead magnet's free offer? The email they get would be the free content promised + a long form VSL (either connected in one long video, or two separate videos on one page).
OR
2) Is it better to show the full VSL to everyone from the start on a landing page as more eyes are better overall? (Plus they are already semi-qualified since they came from socials or the blog)
Can anybody advise on which is the best approach and why? Obviously the best answer is to test them against each other and see which wins, but I would like to see what people's thoughts are regarding this.
Please note: Apologies if this is in the wrong section. There is no VSL category and I see a VSL as a sibling to copywriting. I can spend weeks writing and revising copy for a script, an hour recording it and a few hours editing it. To me that makes it about 95% copywriting.
Lightin' fuses is for blowin' stuff togethah.
Lightin' fuses is for blowin' stuff togethah.