How to Diagnose and Fix a VSL That Is Not Converting

hello ladies and gentlemen boys and girls today we are talking about the $6.5 billion vssl success formula and we have a nice little backdrop here in the middle of the woods where I'm going to record some pretty good content for you that hopefully is very valuable for you so let's not waste any time let's go ahead and Dive Right In to this very valuable slideshow that I've put together for you so the $6.5 billion vssl success formula so here's the thing guys I'm going to share with you how I have consistently written and produced

vsls that allowed business owners to rapidly scale their business okay so perfect example this is Mr Tim Sanders Tim has made $17 million with one vssl that I wrote for him over the past three years the same vssl has pumped out $17 million just from a vssl that's it and this is my first vssl I ever wrote actually and I didn't know when I was getting started with vsls that there's like an art form to this and there's a

way that you can learn how to do this I kind of got lucky right out the gate and had someone who had a massive marketing engine they had a vssl that was kind of working and he was like Hey can you just split test against it and I was like yeah I can do that and we just beat the out of his control and he went from 300K to 700k per month just because we fixed his vssl so the vssl is kind of the let's call it the keys to the kingdom that allows you to be be able to pretty much just turn the spend dial up

all the way and be able to have more leads coming in more purchases coming in more book calls coming in whatever the call to action is that you're looking for it allows you to increase that and if you have proper Sales Systems and everything behind that um you can see awesome results like Tim did here and I really want to explain to you guys how I can just reverse engineer the outcome I want with any vsl I didn't know it was like this to start I thought that uh you know you had to just kind of

throw spaghetti at the wall and see what's stuck but I eventually learned how to approach this in a systematic process that allows me to replicate success you'll also know how to look at any vssl and immediately know what needs to be implemented that's what you're going to discover today it's pretty cool right you could look at something be like it's this this and this that's holding it back another example of this is Mr Tim iGo I had this exact process with him um when I came into their business Beyond driven and I looked at their vssl and I talked to their

audience I went through my process and I was able to see here's the problem here here here and here and we need to make these changes and then boom they go from 60k a month to 300K a month which is super awesome that's that's badass and all it took was implementing a process to be able to take the low performing marketing asset and turn it into a high converting marketing asset so let's just go ahead and start

here guys vsls they're pretty difficult to crack to get a process that you can actually follow that makes sense for you and your skill set and whatnot that's because they require multiple skill sets you have to understand first of all how to come up with marketing ideas which alone is not the easiest thing in the world then how to trans for those ideas and the copy and scripts then performing those scripts and then actually editing those scripts and getting a final finished product so I developed my vssl

chops being mentored by a Titan who sold $6.5 billion for some of the largest brands in the world that man is Ron Lynch I consider Ron Lynch the underground best marketing expert in the world over three decades of experience helping businesses marketing efforts succeed you can see pictured here with the the man himself Jay Abraham one of the probably most well-known marketers of all time if you haven't studied Jay stuff you're silly uh you need to know

your forefathers in digital marketing and marketing in general otherwise you're just like I just think that you're not operating anywhere near your potential because you're not being able to see the mistakes that these people saw before you and able to apply what worked in their industry to your industry so Ron is the main Mentor I've learned the most from over the past five years um and I would consider him up there with Jay in terms of billions and billions of dollars produced but I would even go as

far to say as he's better than Jay I don't mean to say that Jay's not good or put any disrespect towards Jay it's just who have I learned from I've studied a lot of Jay's stuff I've studied a lot of Ron's stuff I felt like I got more tangible specific Knowledge from Ron whereas I got way more um philosophy and maybe higher level thinking from Jay which is also useful yet at the same time I just really appreciate that from Ron and so I've learned in my opinion

way more from him and uh Ron has a very unique background that helped him produce $6.5 billion for these really large Brands I'll show you here in a moment you know he worked in the grocery business he was in film making he was an actor he was in advertising I mean he was running businesses you know it's like the dude's repertoire is ridiculous his reputation precedes himself for sure um and he brings a wealth of knowledge and practical experience to the world of marketing that I don't see from a lot of marketers he's my mentor and he sits on the board of multiple seven and eight

figure businesses and he's been a part of multiple exits so this man is very knowledgeable about marketing is what I'm trying to explain to you today and everything that I've learned from him I give kudos to him because I think that often times in this world of marketing nobody's giving credit to the people that they learn learned from everyone's like I learned this thing and let me go make YouTube videos now talking about the thing and uh that to me just feels kind of disrespectful I think you should show your your uh your mentors respect and that's what I would like to do here

so that's who I've learned everything from and uh Ron has worked with companies like GoPro oxyclean Philip Sonicare Samsung powerbot the George foring girl all these massive massive companies who are very popular on American television if you're a European you may not have heard of these companies and that's fine um just know that it's $6.5 billion worth of products that he's moved um which is pretty impressive to say the least so that's kind of why we're we're listening to papar Ron on how to go about crafting

really really high converting vsls and uh he even recorded a long form vssl for RFK Jr but they actually packaged it up as a documentary and so these uh tactics that I'm going to tell you about today um they apply for everything um and in in general they are just you know principles for persuasion capturing attention and getting people to see that the solution that you're presenting is the best solution and that solution could even be a politician so without further Ado let's go ahead and let's talk to you about the four

Universal problems Ron taught me to look out for when it comes to selling any product or service over video so number one your messaging isn't strong enough this is the first problem most common problem across across the board if your messaging isn't on point your audience won't connect with it and here's the thing you need to know who you are talking to and your message has to resonate with them immediately I have seen people write vsls and produce vsls where they only speak to one small part

of the market and then they wonder why the vssl is not scaling and on the flip side some people's stuff is just way too vague and it's not speaking to anyone and when that happens your audience can't really tell if what you're offering actually solves the problem if people can't see what they're getting they're not going to buy so I think what Ron really helped me see is that you need to get clear and be specific and make sure that your message speaks directly to the people you want to attract to the product so I think one of

the easiest ways to circumnavigate this is to bring someone from the outside to give you their thoughts on the product because that offers a different perspective that you haven't previously had and it just makes it easier for you to be able to see from an kind of objective Viewpoint how should this messaging be presented um how should we share this with the world so a perfect example of messaging not being strong enough I had a previous client her name was Courtney Fletcher she was running an

offer called Ecom babes and you know they were doing fine they were converting at 12% they were making great money but the thing was is we were only talking to one portion of the market and that portion of the market was converting but all we did was take her messaging for her vssl and simply talk to more people same desire which was I want to be a successful Ecom business owner I'm a woman I want a successful Ecom business but there's multiple types of women there's women in careers

there's women who have families there's women who are boss babes there's women blah blah blah blah blah right there's so many different types of women that want this outcome and so we just spoke to more of those people and surprise surprise her conversion rate goes from 12% to 16% and this makes it much more efficient for you to scale because you can get booked calls in at a cheaper rate which allows you to be able to spend more get more qualified people on the calendar and as a result you close more deals when you're running a high ticket offer inversely if you were doing

an e-commerce product it would just mean that you're able to acquire customers for that product at a much cheaper rate your CPA your CAC is much smaller than what it normally would be and that's what the byproduct is of having more compelling messaging that speaks to a larger segment of the audience so that's the first problem to look out for now the second problem is that you're not holding attention so the issue is that most vsls are unable to hold the viewer's attention for long enough to

even get to the offer for example I'm going to show you some data from this previous client's vssl so as you can see nearly 50% of the audience is dropping off within the first few minutes you see that red arrow that is where they are dropping off on this vssl and as a result people aren't seeing the offer like you you put all this time and effort into an amazing offer with an amazing fulfillment structure and you have a 100 testimonials but your vssl is boring as and people don't like it and 50% of the people and this isn't insignificant you can see in the top

left 990,000 people so we could say that this is reliable data 50% of people are dropping off with within like 2 3 minutes of the vssl even starting so often times what this is a byproduct of is the production quality not really being all that high and or it's just boring and people you're saying stuff that people don't care about just unnecessary stuff so if we just get rid of that and make the vsl look better whether it be better camera better you know production value better b-roll

better you know cutaways just making it look better it'll keep people's attention for longer and as a result it'll make more money like that's just how it works so and as a result the drop off rate is now at 50% 14 minutes into the video not 3 minutes into the video and again you could see it statistically significant because we have 22,000 viewers people will show stats like this and be like yeah look it converted eight times as high and it's like it's like 100 views on the vssl like my friend

that's not statistically significant it could easily the next thousand views be nobody Buys so you could see that simply just changing the way the video looked made it converted a higher rate this this vsl in particular I think that we basically broke their sales team within two weeks of launching this thing because they had to book in so many calls from it they were just like oh my God like if we don't seize this opportunity right now we're dumb we're getting these cost per book calls for

half of what we used to get it for so let's just amplify our spend he just literally went from like 150 a month in spend to like 300 400 and just scaled the out of this offer because he was like I just I can and credit you know you use it the right way you know in that case he had like you know points and whatnot that he was getting that's a different topic for another time but he was just ramping up the spend and getting way more booked calls and overall more purchases from the same efforts so the next thing that you can

run into is that your offer just is not compelling enough and this is where most people screw up you can have the best messaging and the best production in the world but if your offer doesn't feel like a no-brainer just just ball puncher offer that just make someone know that there is no other option than to buy this right now uh it's just not going to convert and that means that you actually have to solve problems that people are willing to invest in and I know this

sounds so simple but most people don't do this they don't even think about this at all they they're like passionate about it and it's like okay that's cool but is the market passionate about that to the point where they can reciprocate the money that you want for your offer perfect example of this you can see Mr Julian Bryant down here Julian was trying to sell like a I think it was like 6,800 to 7K it was an offer that was surrounded around cognitive behavioral therapy with one of these really cool guys his name is Tim origo and Tim was so good at what he did he

could help a lot of people but the offer was originally intended to like help addicts get sober which is like cool and all that's great it's really helpful but addicts usually don't have money for you know High ticket offers like that's that's not the offer doesn't match the audience that we want so all we did was we literally just took the same thing that he's doing which was cognitive behavioral therapy and just changed the audience and that changed the offer and as a result result it made more money

they went from 60k to 300K per month which is amazing we went from talking to addicts to talking to very hyper successful business owners who struggled with communication and addiction and all sorts of narcissism everything that was causing them to struggle in their marriage in their personal life but they these guys are massively successful in their business they just can't see that it's them that's getting in their own Own Way of the personal success that they want and so we just changed the

offer for what we were going to do we're going to help you and we called it the inside out method we're going to help you implement this inside out method into your life to just basically mitigate the personal issues that you're having in your life so you can succeed in all areas of your life not just your business and what do you know 60k 300K a month we scal that very rapidly and all it took was just changing the offer and changing the audience and that's sometimes all it takes guys is just a tweak in what you're doing and all of a sudden Boom the vssl explodes in results

they were running vssl before but it just wasn't working and so these are like some of the things that I'm looking at again when I'm like coming in like how do we fix this I can just turn these dials and then we get a better result it's pretty cool now last but not least the economics are not working this is the last and final problem uh this is the sneaky killer of most vsls and this is very very common because it's one of the most difficult problems to solve um it's not impossible but it requires the most effort and this is the one that I see unsolved the most time um if anything

it's the one that I see people uh let kind of let's just say they push this problem underneath their bed when they should be actively and proactively trying to solve it um so even if you're messaging production and offer or solid you still need to get the economics right so if your cost per call or cost per acquisition is way too high or your conversions just they're not where they need to be your vssl is not sustainable and the only way to fix this is with constant testing you can't just set it

and forget it you need to split test everything different intros different hooks every element of the presentation must be split tested against and a lot of people think they'll nail it on the first try but that's not how it works you might need to run 12 different versions of your vssl before it really clicks and a perfect example of this is one of the offers that Ron worked on very early on in his career and I I I'll never forget this story was called the juice man and it was kind of like the older version of the Ninja blenders if

you guys know those and what they were seeing is that when they ran the offer the first time you know and they were looking at okay how much is it cost for us to get a customer and then how much are we making all they had to do was keep split testing the offer because they were like hey we could throw in like different parts for this Juiceman blender like the carrot thing the apple juice thing the the thing for orange juice and then we can do this green juice whatever that just like the different tools that made this juice pressing thing more efficient they split

tested like 14 different things for the offer it you'll get these three things in this juice guide and this thing like they they were just constantly testing the offer and finally they got it to the point where the cost per acquisition was low enough and overall they were making way more money than they were spending so they could just scale the out of it and spend way more and it was a little bit different back then because you were testing TV channels it wasn't like meta or YouTube but for the most part the principle holds true they split

test this thing like their life depended on it and that's how they got the economics to work the product was great the production was phenomenal the offer the thing itself the transformation was great they just had to keep split testing little different micro variations of each one of those things and that's how they got the economics to work so these are the four things that can make or break your vssl and I wanted to share them with you today so you know what problems to look out for and also because now if you ignore them that is your problem you will know now at all

times if your vssl is not performing or if any VF cell is not performing whether it be your clients or friends it's one of these things they're doing okay and whether you're just starting out or trying to scale an already successful vsl you need to nail these fundamentals it's the basics that you have to nail if you really want to see crazy good results from a vssl so like I said guys earlier in this video I've seen businesses grow from 60k a month to 300K a month and then from 300K a month as well to 700k a month different offers completely but just by focusing on their

vssl they were able to scale their business much much higher than they previously were operating at and I'm showing you this today because I wanted you guys to see that this is not something that you just set and forget you have to be willing to put in the work to make the vssl funnel work same thing with the webinar funnel same thing with the book funnel same thing with any funnel email funnel just doesn't matter you have to put time into it and these are the things that we put time into when we are trying to beat the control for a vssl if you solve these four

problems you will be well on your way to making more money with your vssl so guys that's everything I hope you found this video useful if you would like to have me take a look at your vssl if you would like to be to book a call and chat with me about your vssl or client's vssl or whatever it is just click the link below and make sure to subscribe and like this channel as well so I can be motivated to keep sharing awesome stuff with you guys that's useful for anyone who sells marketing or who's running marketing for their business to sell people stuff because the economy is awesome and you should keep selling

stuff because that's capitalism and we love capitalism around here especially efficient capitalism so that's everything guys hope you guys had a good one all the best bye