VSL Script Template: Time Stamps, Hooks and Examples

1What is a VSL script?

In VSL marketing, you read the script out loud over simple slides, or on camera. It covers the problem, your way of solving it, your proof, your offer and the next step. The price is for the call.

The script sits inside a VSL funnel: ad, opt-in page, the video, a short application, then a booked call. For what each part must do and the mistakes to avoid, see the VSL structure, part by part.

878 booked calls in 90 daysOne call funnel, one client$66 a booked callBlake Mathews's $15K B2B offer, before retargeting"People can't book calls. No spots."A client, a few weeks in

Real screenshots from our clients and our stories. Not typical.

2The VSL script template, with time stamps

This order follows a good sales call. Time stamps assume an 8 minute VSL read at 150 words a minute.

The offer lands around the halfway mark, with no price. The investment is discussed on the call. Many operators only show the apply button once the video reaches the offer, so your team only talks to people who heard it.

Download the fill-in VSL template (PDF), or see it section by section on the video sales letter template page.

3VSL script generator

Made-up example answers. Change them to yours.

4VSL hooks: 10 opening lines for coaches

The hook is the first 30 seconds. It repeats what your VSL ads promised, so the right person keeps watching.

• Match the ad. When people press play but leave within seconds, the opening usually breaks the ad's promise, often with a self-introduction.
• Watch the first 20 seconds. In one VSL only 9% of the video was watched on average, and most people left in the first 19 seconds. A steep early drop means rewrite the hook first.
• Write ten, keep three. Operators testing ad hooks commonly report 3 or 4 of every 10 working. Test hooks the same way.
• Record many takes. Some operators do 15 to 20 takes of each hook, because the best one is usually a late one.

1. If you're one of the [who it is for], and you want to [result] in the next [time], watch this to the end.
2. Most [who it is for] try [the old way]. Here's why it stops working, and what to do instead.
3. In the next few minutes I'll show you how [your method] works. If it's not for you, I'll say so.
4. This video is not for everyone. It's for [who it is for] who are done with [the old way].
5. Here's the plan, the proof and what you get. All of it, before you ever talk to us.
6. [Client name] was where you are. In [time], they [result]. Here's what changed.
7. If you tried [the old way] and it didn't work, it wasn't you. It was the order you did it in.
8. You don't need more content to [result]. You need three steps. Here they are.
9. Before you book a call with anyone, watch this. It answers the questions people ask us most.
10. What if you could [result] in [time], without [the old way]? That's what this video is about.

5How long should a VSL script be?

Business owners and high earners: 2 to 15 minutes, often under 10. The general public: start at 5 to 10 minutes and go no longer than about 60. On long VSLs, about 10% or fewer stay to the later parts.

Write every part, then cut words, not parts. If a part feels long, it is usually the story in part 2.

6Video sales letter script examples

Each video sales letter example below is a made-up offer in a different market. None are real clients.

Each hook names the person and the result in one breath. Each offer line says what they get and leaves the price for the call.

For VSL funnels other operators have shared, with their numbers, see the best VSL examples.

7What makes a VSL script book calls?

A script that books calls does ten things. It opens with the ad's promise and names who it is for. It shows one real result, gives the method in three steps and lays out the offer with no price. It answers the top questions from real calls, says who it is not for and asks for one next step. It has no made-up bonus values and no blanks left in.

• The questions come from real calls. The strongest VSLs answer the questions buyers ask most, in order of how often they come up. In one case that cut cost per qualified call to $80 to $90, against a usual $200 to $300.
• No made-up value stacks. Bonuses with invented prices make buyers trust you less.

VSL script grader

Your report shows here.

It reads words, not meaning, so treat a pass as "it is there", not "it is good". To have the whole script written and checked for you, get the VSL master Claude skill.

8How do you find the questions for part 6?

Put the text transcripts of 10 to 20 recorded sales calls into an AI tool and ask it to list every question and objection, ranked by how often it comes up. That ranked list is your part 6.

I am pasting the transcripts of my recorded sales calls below.
Read every call. List every question, worry and objection the buyer raised.
Group the same question when it is asked in different words.
Rank the list by how many calls it came up in, most common first.
For each one, quote the buyer's exact words from one call.
Then show me how I answered it on the calls where the buyer said yes.
Use plain words. Do not add questions that are not in the calls.

[paste call transcripts here]

Put the top three to five into the generator above, in that order.

9Worked example: Dana rewrites her first 30 seconds

Dana is a made-up IT consultant with an $8,000 offer. Her old VSL opened with two minutes about her career. Her ad promised 3 new retainer clients a month.

10What happens after someone watches?

Most people who watch won't book on their own. Some operators say only about 10% of leads book themselves, and setters who call the rest can bring in several times more revenue from the same traffic. So every opt-in should get a text and a call. Our appointment setter scripts have the exact words for VSL leads.

Then the booked call needs to happen. One client's booking flow booked 664 sales calls in three months. Not typical. Run yours through the show rate calculator.

A VSL is minutes long and runs every day. A webinar is about an hour, for buyers who need more teaching first. See the full table in what is a VSL. If you want the script written and the funnel built for you, that is our done-for-you VSL funnel.

11How to write a VSL script this week

1. Pull 10 recorded sales calls. Run the prompt above. Keep the top five questions.
2. Fill in the generator with your offer, your proof and those questions.
3. Replace every [bracket] with a real name or number. Delete any line you can't back up.
4. Paste it into the grader above and fix what it flags, top first.
5. Read it out loud with a timer. Cut words until it fits your length.
6. Record it over plain slides. Add the 8 part names as chapters.
7. After a week of traffic, check play rate and how much people watch. Fix the hook first.

Want the script written and the funnel built for you? See if you qualify. Not sure the script is what is holding you back? find the exact bottleneck in your business.

About the authorAnshjeet Singh

$10M+ in client results. I run Cashflow Coaches, a done-for-you marketing, sales, operations and tracking agency. We handle everything from paid ads, funnels, webinars, VSLs and Skool communities to setters, closers, ops and tracking. Two-time Skool Games winner.

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Keep reading: Video sales letter templateWhat is a VSL?Done-for-you VSL funnelAppointment setter scriptsShow rate calculatorFind your bottleneck (quiz)

Dana and the four example offers are made up. Their numbers show how the template works and are not client results. Benchmarks on this page are what other operators commonly report. They are not Cashflow Coaches results and not a promise. Every real result on this page is a past result from a specific client. None of them is typical.