When creating a Video Sales Letter (VSL) script. How long is too long?
There isn’t a rule for how long a VSL should or shouldn’t be. Of course, you don’t want to include unnecessary information, but it’s okay if the VSL is a little longer than anticipated if the information presented is crucial to the sale. What is most important is the inclusion of certain elements and following a suggested process. Copywriters Mark Everett Johnson and Lee Bellinger of Independent Living News recommend that the following elements be included and the outlined process is followed:
The Unique Selling Proposition (USP)