How Long Should a Video Sales Letter Be

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The average person consumes roughly three to four hours worth of video content every day. The versatility of the medium allows for a vast range of content to be produced, and the wide array of great platforms guarantees plenty of viewers. With all this in mind, it is pretty tough to pass up on the opportunity to get your brand out there.

Video as a medium is here to stay, but what does that mean for your sales?

Solid and captivating videos can be highly effective when incorporated into your sales process, helping you build credibility and develop trust between you and your prospects. Therefore, in this article, we will take a look at how to develop video sales letters, answering all of your questions along the way.

What is a video sales letter?

Simply put, a video sales letter (or VSL) is a video intended to persuade viewers to purchase a product or make use of a specific service. VSLs follow the same structure and adhere to the same principles as a traditional sales letter, albeit in video form. You have probably already had some experience with VSLs as a viewer – they are commonly found on websites, landing pages, and digital advertisements.

Sales letters have been around since the 1960s when the primary form of direct communication between businesses and their customers was the written word. As such, these sales letters were considered to be the most effective form of direct response advertising.

Of course, technology has come a long way since then, and while sales letters still exist, they have adapted to suit the primary concerns of a new generation – namely, videos and the Internet.

Video sales letters are still written with the same intention as their traditional counterparts. The goal of any VSL is direct response, meaning that after viewing the video, a prospective customer should immediately take action. This could mean submitting a form, sending an email, or dialing a number.

The viewer of any video sales letter should almost feel helpless to resist the call to action.

Marketing strategist with laptop working with video content

How long should your video sales letter be?

Video sales letters come in a variety of different styles. There are plenty of VSLs, with both good and bad examples of each. There is no “gold standard” as to how long your VSL should be. However, a good rule of thumb to follow is that your VSL should be as short as possible while still allowing you to properly communicate the key aspects of your product or service in as compelling a manner as possible.

The shorter your video is, the more people you will reach. The quality of your appointments may be lower, however. Conversely, if your video is longer, you may reach fewer people, but the quality of your appointments will be higher.

With all that being said, the length of your VSL should suit your needs. As such, there are a handful of questions you can ask to help determine the appropriate length of your VSL.

How much information is required to compel your prospective customers to take action?

Your answer to this question will largely depend upon the exact product or service you plan on selling. Is your product relatively straightforward, uncomplicated, and easier to understand? If so, a shorter video will most likely suit your needs best.

However, a longer video would be better if your product or service requires a more substantial explanation due to its complexity.

Are you more interested in more appointments or better appointments?

A shorter video will guarantee more viewers than a longer one. This is simply due to the average attention span of most viewers. Shorter videos will result in more customers, but they may not be as receptive or dedicated as you might want.

Conversely, a longer video may turn many viewers off. However, those who stick around to watch the full video are more likely to invest in what you are selling wholeheartedly.

Of course, both options are considerably better than having no video at all.

How well can you explain your product or service in a short video?

In a video of, say, 2 minutes or less, can you fully articulate your product or service? Of course, this is a question that only you can answer. As a recommendation, however, it might be better to start with a shorter VSL.


There is no doubt that VSLs are one of the dominant advertising methods. Thanks to people’s reliability on the Internet and video content in general, you too can capitalize on this excellent medium.

Whether you are just starting or looking to upscale an existing business, Funnel Mates is the solution you have been looking for. No doubt about it – the future of web marketing is automated funnel building.


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