Video Sales Letter (VSL): Templates, Examples & How to Create One
Anisha R - December 17, 2025 - Leave your thoughts.
So, you’ve probably come across the term video sales letter (or VSL) somewhere on the internet, right?
No? That’s okay, you’re about to find out why marketers can’t stop talking about them (and why your next best salesperson might just be... a video).
Here’s the thing: videos sell.
According to 2024 data from Wyzowl, 87% of marketers say videos directly boost sales, and around 30% of sales professionals use them to close deals. Translation? Videos are the new smooth-talking sales reps who never sleep.
In this guide, we’ll break down everything you need to know about video sales letters, what they are, how to make one, tools you can use, and a few pro tips to make yours actually convert.
What is a Video Sales Letter?
A video sales letter (VSL) is exactly what it sounds like, a sales letter, but in video form. Instead of a long chunk of text trying to convince someone to buy your product, you use visuals, voice, and storytelling to get your message across.
Think of it as your elevator pitch, but with music, motion, and a bit more charisma.
A great VSL grabs attention, calls out a pain point, presents your product as the hero of the story, and pushes the viewer toward taking action (like buying, signing up, or at least thinking hmm, interesting).
“Video sales letters are the modern form of communication with the ability to cut through the endless noise buyers are increasingly surrounded with,” says Usman Hijazi, Corporate Growth SEA at HubSpot. “It creates a relatable and more real experience which helps carry the process forward.”
Back in the day, sales letters used to be printed sheets of paper sent by mail, now, they’ve evolved into landing page videos, YouTube ads, and website explainers. But the mission remains the same: to sell.
How to Create a Video Sales Letter?
Now, the big question: Where do you start?
Don’t worry, it’s not rocket science. You just need a plan, a bit of storytelling flair, and a few smart tools. Here’s the simple breakdown:
1. Start with a strong script
Every great video starts with a great script. (Yes, even the ones that sound spontaneous.)
Your script is the foundation of your VSL. It decides how you hook the viewer, build emotion, and lead them to that satisfying “I need this” moment.
Here’s a tried-and-true structure you can follow:
- Open with a hook:
Ask a bold question. Tell a quick story. Call out your viewer’s problem in a way that makes them think, “Okay, that’s me.” - Present your product as the hero:
Don’t just list features, paint a picture of life after using your product. Make it emotional, relatable, and believable. - Back it up with proof:
Share real testimonials, numbers, or mini case studies. This turns your claims into credibility. - Add a little incentive:
Offer a limited-time deal, bonus content, or a free trial. Everyone loves feeling like they’re getting something special.
Pro tip: Write 2–3 drafts. Read them aloud. If it sounds robotic, tweak it until it feels natural, like you’re explaining your product to a friend who’s curious (not skeptical).
And remember: the story is your secret weapon. Without a good narrative, even the fanciest visuals won’t save your VSL.
2. Bring your VSL to life
Once your script is ready, it’s showtime.
But before you rush to hit record, let’s talk about what makes a VSL look (and sound) professional without burning through your budget.
- Keep it clean and simple:
Avoid flashy transitions or chaotic backgrounds. A plain backdrop and clean typography do wonders. Think “Apple keynote,” not “PowerPoint party.” - Invest in decent audio:
A cheap lav mic or even wired earphones can work, just make sure your audio is crisp. (Bad sound = instant drop-off.) - Light it up:
If you’re on camera, make sure viewers can actually see your face. Natural light from a window works great, just avoid harsh shadows. - Add captions and subtitles:
Accessibility matters. Plus, lots of people watch videos with the sound off. (We’ve all been there during meetings.)
- Add captions and subtitles:
Accessibility matters. Plus, lots of people watch videos with the sound off. (We’ve all been there during meetings.)
3. Distribute your VSL
Congrats, you’ve got your video! Now, let’s make sure people actually see it.
Here are a few tried-and-tested distribution ideas:
- Add it to your website:
Create a dedicated landing page where you can capture leads and track conversions. You can also feature it on your homepage, let your video do the talking upfront.
- Run paid ads:
Boost your VSL on platforms like Instagram, LinkedIn, or Facebook. Even a small budget can get you a good amount of visibility.
- Upload it to video platforms:
YouTube, Vimeo, and Wistia are your best friends here. They not only host your videos but also give you analytics and embedding options.
- Upload it to video platforms:
YouTube, Vimeo, and Wistia are your best friends here. They not only host your videos but also give you analytics and embedding options.
And voilà! You’ve got a professional, high-converting VSL ready to charm your prospects.
Tools to Create Your Video Sales Letter
You don’t need a Hollywood setup to make a killer VSL. A few great tools can do the heavy lifting for you.
Here are some to get started with:
1) Animaker
Animaker makes it easy to create professional-quality VSLs with zero design skills. Its drag-and-drop editor, ready-to-use templates, and AI voiceovers help you craft engaging stories fast.
You can add branded animations, transitions, and music to keep viewers hooked. Built-in analytics also let you track performance and optimize future videos.
2) Vmaker
Vmaker is ideal for recording face-cam and screen videos that feel authentic and personal, perfect for sales reps who want to connect directly with prospects while showcasing their product in action.
You can also create talking head videos from text with Vmaker, featuring 100+ AI avatars with 99% accuracy and precise lip sync. With quick editing tools, background blur, and custom branding, you can make polished videos in minutes.
3) Descript
Descript revolutionizes video editing by letting you edit videos the same way you edit text. You can remove filler words, add subtitles, and even overdub audio effortlessly.
This makes cleaning up your VSLs quick and stress-free. It’s perfect for marketers who want precise edits without needing complex editing software.
4) Veed
Veed helps you create and edit videos online with minimal effort. From automatic subtitles to clean transitions and effects, it streamlines the entire VSL creation process.
You can easily brand your videos with logos and color themes, making them look professional. It’s a go-to for quick, engaging marketing videos that stand out on social media.
5) Hippo Video
Hippo Video focuses on personalization and engagement, making it a great tool for sales-driven VSLs. You can record, edit, and share videos directly with prospects complete with interactive CTAs and analytics.
Its CRM integrations help you track viewer activity and conversions. It turns every VSL into a measurable, personalized sales asset.
6) Dubb
Dubb helps you go beyond video creation by turning your VSLs into full-fledged sales tools. You can record personalized videos, add call-to-action buttons, and track engagement right from your dashboard.
It integrates with email and CRM platforms for smooth workflows. This makes it perfect for nurturing leads and closing deals through video.
7) Biteable
Biteable is a beginner-friendly platform for creating stunning animated VSLs in minutes. With its vast library of templates, scenes, and stock footage, you can quickly turn ideas into eye-catching videos.
The intuitive editor lets you customize text, colors, and branding with ease. It’s perfect for producing clean, attention-grabbing sales visuals.
8) Wyzowl
Wyzowl specializes in creating animated explainer videos that tell compelling stories. It’s ideal for brands that want professional help in scripting, storyboarding, and animation for VSLs.
Their videos focus on simplifying complex messages and boosting conversions. It’s a full-service option for businesses wanting polished, high-converting content.
9) InVideo
InVideo combines AI-powered templates and stock assets to help you create professional VSLs in minutes. You can transform scripts into ready-to-publish videos with subtitles, voiceovers, and transitions.
Its customization options make it easy to stay on-brand and engaging. It’s a great choice for marketers who need fast turnaround and flexibility.
10) Powtoon
Powtoon brings animation and storytelling together to create dynamic, visually rich VSLs. You can easily animate characters, text, and graphics to deliver your sales message creatively.
It’s great for explaining products or services in an engaging way that keeps viewers interested. Perfect for brands that want personality and motion in their videos.
Video Sales Letter Examples
1) The Shopify AI Cart VSL Every Store Owner Needs to Watch
The VSL hooks viewers immediately by calling out a universal frustration, abandoned carts. Every Shopify store owner feels this, so it grabs attention fast. The solution follows right away, with no fluff or backstory, making it instantly clear how the AI Cart helps recover lost sales.
The presenter strikes the perfect balance between friendly and authoritative, coming across like an expert who also understands your day-to-day struggles. Visually, the setup is simple and clean, good lighting, minimal distractions, so all the focus stays on the message.
Instead of listing features, the video highlights what viewers actually care about: revenue they’re currently losing and can now recover. That benefits-first angle hits harder than technical details. The VSL wraps up with a strong, direct CTA that makes it effortless for viewers to take the next step.
2) The Slack VSL That Makes Teamwork Look Effortless
This Slack video sales letter takes a fun, refreshing approach to showcase how the platform boosts teamwork and productivity.
Instead of a standard product walkthrough, it features quick, entertaining testimonials from employees across different companies, each sharing how Slack has made their workday smoother.
Hearing real users talk about real wins instantly builds trust and the light, humorous tone keeps you watching. It’s relatable, upbeat, and does a great job showing why Slack is such a game-changer. Overall, it’s a perfect example of how a VSL can feel both authentic and genuinely engaging.
3) Animated Doodle Video Maker Software for PC & Mac
This video sales letter for the Animated Doodle Video Maker Software is a great example of a friendly, effective VSL. It opens by addressing the big concern everyone has whether it can actually boost conversions and engagement.
The creator shares their own story, which builds trust, before jumping into a simple demo that shows how powerful and easy the tool is. You also get a quick look at features like customizable doodle styles and easy editing tools, making the value super clear.
The video even tackles objections by showing how Dooley stands out from competitors. It wraps up with a direct, confident CTA that encourages viewers to get started and see those conversion boosts for themselves.
4) Wix’s ‘Think It. Create It.’: A Video Sales Letter That Sparks Ideas
If you’re working on building your online business, this “Think It. Create It.” A video sales letter from Wix is definitely worth watching. It gives you a quick, friendly walkthrough of how simple and customizable it is to create your website with Wix.
You really get a feel for how the platform helps bring your ideas to life without any tech stress. Instead of just listing features, the video focuses on inspiring you to actually turn your vision into something real.
It’s a great reminder that with the right tools, your business goals aren’t just dreams—you can build them and watch them grow online with Wix.
5) An Animated Book VSL That Delivers Impact
This video sales letter for a new book does a great job of calling out the audience’s pain points right from the beginning, instantly getting your attention.
From there, it breaks down the key benefits of the book in a super clear, easy-to-follow way, all paired with engaging animations that keep you watching.
It’s a perfect reminder that a VSL doesn’t have to be complicated, sometimes a simple message and clean visuals are all you need to make a strong impact.
Final Thoughts
Video sales letters aren’t just another marketing trend, they’re your best chance to humanize your brand, tell your story, and close more deals without sounding pushy.
If you’ve got a product people love, a VSL can be the megaphone that amplifies it.
So, go on, write your script, hit record, and let your video do the selling.
