This VSL Books 100+ Calls Per Month

Author

Leo Moore
April 19, 2024

Hey there,

Today I wanted to talk about a VSL I wrote that books over 100 sales calls per month for a marketing agency on cold traffic.

Each of those calls is getting booked for between $80-120.

Which means, if you are closing 1/3 calls, you would have a CAC of up to $360.

That is incredibly low if you think about the LTV of an agency, (up to 100k+ at times).

Full transparency, this required a bunch of re-writes of the VSL, hundreds of ad creatives and 10-20 different offers tested.

Three Pre-requisites

Great offer with very low friction

Track record will help a lot

You want to have (a lot of) other content available, so prospects can check you out a little bit if they want

The VSL Is Basically A Sales Pitch

Which means all the same rules apply:

  • Don't yap on for 45 minutes about irrelevant stuff

  • Make sure to be punchy, high status, and an expert

  • Authority matters more than anything (social proof, tonality, appearance etc)

  • Appeal to specific problems

  • Focus on one avatar

  • Focus on how you can help them

How People Buy

It is kinda like a power bar getting charged up.

For the most part, people need 7 hours of exposure to you in order to open their wallets.

Some people make their VSLs 3 hours long in order to try and fill the bar up more, but really what you need to do is get them to take one step towards you so you can fill the bar up later.

When dealing with cold traffic, it is rare that they will give you 45 minutes of their time for no reason.

Use something punchier, get them to take the next step, then use your other assets to warm them up.

Hook

In the hook, and also the entire VSL, we want to focus on building as much rapport for them to listen to us, and enough curiousity for the prospect to take one step towards us.

So when it comes to the hook, we are really looking at how can we build rapport fast:

  • What is most painful

  • What do they desire the most

For example, if you know eCom brand owners really well, you will know:

  • when they have dips in sales

  • when they are crushing

  • when iOS ruins them

  • when there is a tracking change that flips their business on its head

  • how much they hate junior media buyers

  • how much they hate most agencies

These are all examples of angles I have used before, but there are hundreds if not millions available.

Simple Framework:

  • “If you’re experiencing XYZ problem…”

  • “If you’re [insert ideal avatar]...”

  • “If you want to [insert desire]...

All you’re really doing here is calling out a problem that you can solve for someone, or some type of current state the avatar is in.

"If you are a 7-8 figure brand owner in and you want to "

“If you’re sick of junior media buyers”

“If you are struggling with brain fog and chronic fatigue”

“If you want to scale to 100k per month or more"

Example: Hyros (Alex Becker)

"Hey I don't know how you got here whether it was from an ad or from my YouTube channel but I'm about to deliver on exactly what you came here for, I'm going to show you how I scaled from 100k/mo to over 1million using lossless attribution maps and AI print training"

Write Down A List Of 5 Hooks

Write down a list of 5 hooks, then from those you can see which ones are best by either:

  1. Testing them (this is what I do)

  2. Ask your network or client base which one(s) resonate the most

  3. Use them in other pieces of content

  4. Run a poll to your audience

Double Hook

Once you've caught the prospects initial attention, you really need to hammer it home that this is for them and that you understand their problems.

Remember before I mentioned you need to build rapport quickly if we want them to listen to us and pay attention.

This can be done by calling out their problems asap, then following up with a few extra follow up problems.

In the first 30 seconds after the initial hook, the prospect is likely interested, but maybe not that interested.

It's the same as when a fish nibbles on some bait, and they are slightly caught by the fishing rod, but they could slip off.

So when this happens, you have to shake the fishing rod around a little bit to make sure the fish gets properly hooked, and you can reel them in.

Hook + Side Kick:

If you’re the founder of a fashion brand, I made a presentation on our $156 million dollar Fashion ad strategy:

It’s about how How We Made Over $156 Million In Sales From NEW Customers (not retargeted ones) Across 15+ Fashion Brands In The Past 4 Years With

Meta Ads...

Without Relying On Discounts Or Sales Promotions.

From 30 Seconds - 3 Minutes

This is where you sell them on why the video and what you are talking about is important.

That means:

  • Twisting the knife

  • Raising the stakes

  • Increasing your status

Examples:

  1. "When you use this strategy, a beginner media buyer could run laps around a 20 year veteran." - Alex Becker

  2. "When you use this, you get to keep everything in-house, which means you have complete control. Without using this, you have zero control over what is going on in your sales process. This way, we build it so if we leave, your sales team doesn't leave." - Cole Gordon

  3. "[doing it the normal way]…99% of the people seeing your ad will mentally opt out before seeing your call to action.. but once you do {method} your ads will cut through the noise, stop the doom scroll and trigger your prospects lizard brain" - Creative Flywheel (shoutout Anvar)

  4. "In this video we will cover how you can focus on getting NEW customers, not just remarketing to your old ones. Doing it that way will eventually lead to plateau, because in order to grow the business you can't just rely on LTV, you need a steady inflow of customers"

If you can get the above right, you will be on your way to booking calls.

After you have them hooked properly, you just need to explain each step in your process and why each step is important to get the prospect to buy into your process enough to:

  1. Understand that you know what you're doing

  2. Understand that everything you do is necessary, and that even if they don't work with you, they should be doing it your way

  3. Understand the logic behind your actions

For example:

  1. "If you spend 40% or more on MOF/BOF, we can only capture one segment. This leads to plateaus, {pain} and {pain}."

  2. "The reason we avoid segmenting and custom audiences is because it leads to audience fatigue at a certain level of scale (because it is segmented"

  3. "The reason we don't use discounts is because we need the customers to buy because of the products, NOT because of the discounts. These are two very different types of customers, and only one contributes to long term growth."

If you’d like me to share the actual VSL with you, you can join the 1000x Leads $1 Trial:

1000x Leads is a client acquisition program that helps B2B businesses build a complete and fundamentally sound marketing funnel.

We combine an exact step-by-step daily plan, one-on-one consulting and daily live calls to help you build a full marketing funnel in 120 days or less.

If you want to try 1000x Leads, you can get the first seven days for just $1.

  • Trello access for the plan

  • Slack access for consulting

  • Seven call recordings to show you the daily calls

  • I’ll send you the VSL when you get inside, just make sure to DM me the word “VSL” in Slack

If you think it is worth $1, here is the link: https://buy.stripe.com/eVa4gG07c3mga5228l

Hope this helps,

Leo.