---
title: What is a VSL?
description: A video sales letter (VSL) is a sales pitch presented in video format, designed to directly persuade viewers to take a specific action, typically to purchase a product or service.
---
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# What is a VSL?
## A video sales letter (VSL) is a sales pitch presented in video format, designed to directly persuade viewers to take a specific action, typically to purchase a product or service.
VSLs employ similar principles as traditional written sales letters, leveraging storytelling, problem-solving, benefits highlighting, social proof, and calls to action – all within an engaging video medium.
**Key Characteristics of VSLs**
- **Direct Sales Focus:** The primary objective of a VSL is to drive conversions, not just brand awareness.
- **Persuasive Script:** VSLs typically follow a structured script incorporating classic sales letter techniques.
- **Visual Storytelling:** VSLs often use visuals, graphics, demonstrations, and testimonials to enhance engagement and credibility.
- **Targeted Distribution:** VSLs are usually placed on dedicated landing pages, websites, or within digital ads to reach a specific audience.
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