Quazi Johir Blueprint

VSL Blueprint - Quazi Johir June 22nd, 2021 ________________ Table of Contents Section I Objective II The Problem III Campaign Strategy 1. OBJECTIVE I specialize in direct response marketing, which helps elicit a specific response towards a product or service. This specific blueprint outlines a coordinated plan crafted with the intent of helping Quazi Johir with his Video Sales Letter for his infoproduct business, RealityCreator.com. 2. THE VSL PROBLEM With your VSL, we want to raise the conversion rate significantly. When I watch through a client’s VSL, what I look for is something called Friction Points. Simply put, these are parts of the VSL that cause people to drop off and not stay through to the end. Let’s say your conversion rate is around 10% (It’s not but bear with me) once you pitch the product, but for every 100 people that watch, only 30 of them make it to the part where you pitch the CTA. If we could increase that number by, say 20 people, you go from 3 calls booked per 100 people, to 5 calls booked per 100 people. Obviously we want to raise the conversion rate as well so we can get more people through the door, but it’s also very important to focus on how many people are staying throughout the entire video. Coincidentally, when you focus on making the video more engaging and keeping more people throughout, your conversion rate also increases, duh. Here are the 4 friction points I noticed in your VSL… 1. Static One Camera Shot Throughout the entire video we just have one static shot, and you don’t change camera angles, the only changes that do occur are close up shots and you switch to testimonials. This doesn’t really visually stimulate the viewer at all, so it’s difficult to get them really engaged and want to watch the entire thing. But also, there isn’t really any audio stimulation either. If you watch Tim’s VSL you’re hearing all sorts of sound effects within the first 15 seconds and that keeps going throughout the entire video. 2. Introduction Does Not Grip My Attention Within the first 30 seconds or so of the video I feel like I’m watching something that is going to pitch me. In other words, it feels like other “free trainings” or “case studies” that I’ve watched before. The problem here is that your audience is very sophisticated and they are going to be repelled by the association of this. Also, we’re talking about YOU in the first part of the video, which again, since your audience is business owners, I wouldn’t recommend this. Business owners are extremely interested in themselves and their business not you and your business, they maybe want to know you’re legit but we can focus on that once we’ve established credibility. One more thing to note, when you start explaining that you made most of your money with Youtube, it gives off the vibe that this video is going to be about how to make money using Youtube Organic, which we don’t want. 3. Three Stages The main way you explain how your product/service works is by breaking it down into 3 separate categories of people. However, the problem here is that let’s say I’m category #3, I probably am not going to want to sit through the explanation for #1 and #2 to get to my turn. Remember, business owners are extremely selfish with their time. I think this encourages them to fast forward in the video which isn’t something you want them to be able to do based on the testing we’ve done with VSLs in the past. 4. Remove Controls This VSL gives the viewer the option to fast forward and control the speed, which is not how we want to start off the interaction with them. Think of a sales call, if someone got on the call and within the first couple seconds said, “Let’s skip all the chit chat, how much does this cost?” You’re letting them take control of the sale which is a big no no. This really is no different, we want to have control of the entire interaction to make sure the only people getting on calls with you have been qualified by your video. These are the problems, but even with these problems, you still manage to do really well with this offer! That’s because you know what you’re talking about, and I believe the energy you bring to this video is very magnetic. Imagine the results you’ll get when you remove these 4 friction points! 3. THE VSL SOLUTION When I dug into your Youtube Channel, what I found were a lot of very helpful yet simple videos that effortlessly explain concepts that most of the “manifestation” people in this space need to use very woo woo explanations to justify their understanding. However, with you, I do not see that which is a huge advantage which you have over most people. The main video I dissected was the one on your home page titled, How To Reprogram Your Subconcious mind. Picture this, what if instead of a free training or free case study, you hosted a Free Reprogramming. Instantly you have separated yourself from your entire competition, because I don’t see anyone doing this. One of the most powerful persuasion buttons we can use is the idea of novelty. People like new things they have not seen before. I think running with this idea in mind will allow us to stand out but at the same time it will help us get past Problem #3 which I stated earlier. We can make the topic more broad and explain that wherever you’re at in your journey, this reprogramming will help make your desired goal the new bare minimum which you effortlessly achieve. To me, this will make the engagement of the video a lot higher not only because reprogramming feels like something big, but also because this pertains to everyone and no one is going to have to sit through an explanation of something which doesn’t pertain to them. The other thing I would like to focus on is for this to be more along the lines of a short film that a traditional hey here I am in front of this whiteboard/chalkboard which most people associate school with, and let’s be real, most entrepreneurs were not too fond of school. I think that creating a very visually stimulating intro and having multiple camera angles along with B-roll demonstrations and animated demonstrations throughout the entire video will make it feel less like we’re trying to pitch them something, and more like we’re trying to bring them some entertainment and some value. As for the argument we use in the video, in a nutshell, what we are trying to do here is create a persuasive argument as to why they should purchase this product, using the 3 parts of persuasion: Logos (Logic), Pathos (Emotion), and Ethos (Credibility) Everything starts with the intro of your VSL, the Pancakes example you’ve seen with Tim Sanders, it seems like absolute nonsense but it’s really just Logos wrapped in Pathos. Logically I needed to explain to them why Amazon FBA is an awesome business, but if I just explained it to them flat out, most of them would have been bored and dropped off right away. After we dive into the attention grabber which turns on the visual and auditory parts of their brain, we then transition into 3 very specific questions. Question 1 will scream out a problem that alerts your ideal audience...we are talking to them and about them. The goal of this is to get rid of viewers that don’t match. We fire 60-80% of the audience from the first interaction, we’ll do this with your landing page, but we also want to do this with your VSL. You do not have the energy or the media money to waste time collecting crap leads. It costs you time and attention. Which by the way, you do a great job of this already. Question 2 is where we dig deeper into the audience's pain points, it’s almost like twisting the knife, we want them to be saying, yes, yes, yes and not empty yes’, they need to be filled with some sort of frustration and emotion. And finally, question 3 is where we ask if they want to get out of this situation, it’s us sticking out our hand asking if they’d like to be pulled over to the promised land. From there all we are doing is future pacing the idea of solving their problem, and then explaining the argument of why they need to do things differently. This is where we are tying in all of our benefits, fears, and pain points of your customer avatar, along with your story of how you discovered this. And throughout the VSL we sprinkle in testimonial videos where they’re applicable. A majority of my work comes from the way I shape our script and what we’re saying. Most people think I just say whatever in my script but the truth is that I meticulously choose each and every word, sentence, and idea to progress your customer closer to our desired end goal. For example, there are seven “Hidden Addictions” I’ve found that when sprinkled in create a powerful exponential effect in winning your customer over. Because we’re dealing with business owners who are very money driven, this works really well. These “Hidden Addictions” include… 1. People Need To Feel Needed 2. People Will Do Anything To Gain A Sense Of Hope 3. People Need A Scapegoat 4. People Need To Feel Noticed And Understood 5. People Need To Know Things Others Don’t Know 6. People Need To Be Right 7. People Need To Feel A Sense Of Power Most people have no idea I’m tying these concepts into everything we do. When we tie in everything I’ve talked about while ensuring that it’s straightforward and punchy, the decision to purchase the product becomes a no brainer, which is exactly what you need. 4. DELIVERABLES AND PAYMENT SCHEDULE To provide maximum flexibility for your business I have planned out a core package of the key deliverables, together with two optional riders. Video Sales Letter For a long time I thought the only component that mattered with a VSL was the script, overtime I eventually realized that this is only half the battle. The script is very important, because if the messaging is crap, the results are going to be crap. But another aspect which is just as important is the side of production which includes how you shoot the VSL, how you edit the VSL, what B-roll you’re using, what sound effects, coordinating everything with the camera crew, the editing crew and so on. Even with Tim, he wanted to handle the editing side of things on his VSL and for probably two weeks he was completely MIA because all of his time and attention went to working with the editor to produce his VSL. What I would like to offer you today is a solution which is going to increase your conversion rate and boost your engagement rate. But also it’s going to save you a lot of time and frustration as I’d like to handle the entire process for you from start to finish. Stage 1: Research + Onboarding - One of the best parts of working with people inside of Sam’s program is that I can use the worksheets you’ve already filled out, along with your Youtube Videos to pull together all of the information I need to move onto Stage 2. Stage 2: Script Writing + Review - This is where I craft exactly what you’re going to be saying in the VSL to persuade people to book a call with you, once it’s finished we’re going to review it together doing a read to change out anything that you feel would sound more like you. Stage 3: Shoot Day - I’ve recently partnered with a full blown creative agency that handles everything from animations to full blown video production. They do music videos, short films, commercials, and so on, so the creative side of things and professionalism is locked down. My team and I will fly out to you in FL to shoot the VSL, this will start ideally in the morning, and will probably end in the afternoon. You show up, they’ll record, I’ll direct the VSL to make sure your tonality and body language is where we need it to be, and after that, you’re done for the day. Stage 4: Editing + Review - My team and I will edit the entire VSL for you, sending approval updates at the halfway mark and once we’re finished. They will handle all animations, graphics, b-roll, editing, and so on to ensure that the finished product will look stellar. You will only have to communicate with me, and won’t have to deal with the production team whatsoever. Once we have the finish product over to you, you just upload it to your Wistia, put it up on your funnel, and you’re off to the races. This truly is the most hands off process which will save you the most time and frustration as editing can be a tedious process especially with something with as many cuts as something like below… Package Total: $25,000 $20,000 Free Bonus #1: Landing Page Copy (Valued at $2000) Free Bonus #2: Polaris Messaging Consult (Valued at $1500) Free Bonus #3: VSL Script Read (Valued at $1500) Optional Rider A: 10 Youtube Ad Scripts One of my main services that I offer to clients is Youtube Ad Scripts, think of it almost like a mini VSL script, the main goal here is to focus on the messaging to match what the VSL is going to be saying, that’s one of the best ways to get rid of unnecessary drop offs. With this optional rider you’ll receive 5 hooks, 2 arguments, and 1 call to action leading to 10 possible combinations. We can film this on the same day we film the VSL as well. Investment: $5000 Optional Rider B: Email Automation Copy A strong follow up sequence can add a significant amount of revenue on your back end, even if you only book two people a month with these emails, you’ll have made your money back within the first month and this will continue to perform for you on autopilot, 24/7/365. Wasn’t sure if you already had these in place, but getting a more personal written set of emails can lead to a huge increase in open rates, click through rates, and overall conversion rate. With this optional rider I will write a 30 day email sequence that includes 15 emails, one to be sent out every other day highlighting benefits, pain points, case studies and so on. Investment: $3000