Key Takeaways:

• One VSL (Video Sales Letter) generated 48,000 new subscribers in under 6 months, producing over $8.9 million in revenue.
• A VSL (Video Sales Letter) is a direct response video emailed to prospects or on digital platforms — not branding, not an explainer.
• The title and first 10 seconds are the single most important parts of the video.
• A tested VSL formula (hook → problem → solution → proof → offer → CTA) consistently outperforms flat “corporate” videos.
• VSLs can be repurposed into ads, retargeting clips, and email teasers, maximizing ROI.
• Every marketing director, president, and advertising professional should be testing VSLs now — before competitors leave them behind.

48,000 New Subscribers.

That’s how many paid subscribers were added in less than six months from a single video campaign.

Revenue? $2.35 million in initial orders.

Plus another $6.6 million in upsells.

All from what’s called a VSL—a Video Sales Letter… sent by email.

What Exactly Is a VSL?

Think of it as a direct mail sales letter… but on video sent by email.

Instead of long copy on a page, it’s long copy in spoken video form.

Instead of paragraphs and subheads, it’s storytelling and visuals.

Instead of a letter you read, it’s a presentation you watch.

It’s similar to an infomercial.

The purpose is the same:
•   Grab attention.
•   Hold interest.
•   Build desire.
•   Generate immediate response.

The First 10 Seconds = Life or Death

Most marketers blow it here.

They open with a logo. Or a bland intro.
And they lose 70% of their audience before they even start selling.

Your title and first 10 seconds determine if the rest of your video ever gets watched.

That means:

• Surprise. Curiosity. Jolt the viewer awake.
• Promise a benefit. Tease the result they’ll get if they keep watching.
• Cut the fluff. Skip the intros. Go straight to the hook.

Here is The Proven VSL Formula:

1. Hook (0–10 seconds) – Bold question, shocking stat, or big promise.
2. Problem / Pain – Make the frustration real.
3. Agitate – Show the cost of not fixing it.
4. Solution Reveal – Introduce your product as the bridge.
5. Proof – Testimonials, case studies, data.
6. Offer / Value Stack – Bonuses, scarcity, guarantees.
7. CTA (repeated many times) – Don’t just wait until the end.
8. Close – Overcome objections, push urgency.

Here is Why VSLs Work So Well:

• Many of your prospects or clients would rather watch than read.
• Storytelling drives emotion and trust.
• You get analytics on drop-off points for editing and improvement.
• Content can be repurposed into shorter clips, ads, and emails.

Our campaign didn’t just generate paid subscribers.

It turned cold prospects into buyers—fast.

Here’s why:

• Multiple headlines and hooks were tested before scaling.
• “Order now” prompts appeared early and often.
• An upsell was built directly into the funnel.
• Viewer drop-off data guided constant refinements.

Result? A blockbuster video delivering $8.9M+.

Why You Should Be Testing VSLs Now

Attention spans are short. Competition is fierce.

But the VSL—done right—is still one of the most powerful tools in the marketer’s arsenal.

The mistake? Treating it like a branding video.

The fix? Treat it like a direct response sales letter on video.

The evidence is clear: VSLs are a proven profit multiplier.

Action:

But the difference between a winning VSL and a flop is night and day.

That’s why we invite you to test your own VSL with us.

At CDMG, we’ll script, structure, and test your video for maximum impact — so you’re not guessing.

Don’t let competitors beat you with a stronger hook or smarter structure.

Contact Michael at CDMG today at 615-933-4647 or email him at [email protected] and discover how your next VSL could be your 48,000-subscriber breakthrough.

FAQs:

Q: What’s the ideal length of a VSL?
A: Most winning VSLs run 10–20 minutes. But test. Some high-ticket products can sustain longer formats.

Q: Should I script or improvise?
A: Script for clarity, but deliver conversationally. The best VSLs feel natural, not stiff.

Q: How many CTAs should I include?
A: At least 3–5. Early, mid, and end. Don’t bury the order link.

Q: Can a VSL work for B2B?
A: Yes. We’ve seen strong results in SaaS, professional services, and industrial products—when structured with direct response copy.

Q: How do I know if mine is working?
A: Track viewer drop-off, conversions, and ROI. Test multiple hooks, offers, and formats.

About Craig Huey:

Craig Huey is president of Creative Direct Marketing Group (CDMG), a leading authority on accountable advertising, direct response copywriting, and multi-channel campaigns. He publishes Direct Marketing Update (DMU) for company presidents, CMOs, and marketing directors looking to generate measurable leads and sales.

Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success 

In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in. 

We’re not just another ad agency. We are a top advertising and marketing powerhouse specializing in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business. 

Why CDMG?
• Proven Success: 120 prestigious awards in 2024 alone.
• Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI.
• Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered.
• Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 

Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more! 

Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market. 

Are you ready to see how we can drive your growth? 

Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. 

Don’t wait—start transforming your marketing results now with CDMG, Inc. 

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