what is vsl in marketing

A VSL, or video sales letter, is a sales video that is often found on a campaigns landing page and is designed to persuade the viewer of the value of what its selling and keep them engaged. It is the video version of a sales letter, which is a written pitch to attract potential customers to a product or service. A VSL uses the same principles as a written sales letter to persuade its audience, but in video form. The goal of a VSL is to inspire the viewer to take action immediately upon watching. A VSL follows a structure that leads viewers on an engaging journey and endears them to the narrator. It ends with a call to action, designed to make the viewer engage or buy immediately after watching. Video sales letters are used by digital marketers to engage customers and increase conversions.