Free template
VSL script template for high-ticket offers
This VSL script template is the seven-part structure we use for video sales letters that book calls for coaching, consulting, agency and professional service offers. It is timed for an 8 to 15 minute video, uses {placeholders} for every variable, and ends with a checklist to run before you record.
What should a VSL script include?
A VSL script needs a hook that names the audience, a short credibility section, the problem stated in the buyer's words, a named method with three pillars, a proof stack of real results, a clear offer with one next step, and a close that repeats the call to action. Most high-ticket VSLs run 8 to 15 minutes.
How to use this template
- Collect inputs first: your audience, their top three pains, your method, three documented results and the exact next step.
- Write the hook last. Once the body is done you know which promise the proof supports.
- Read it aloud and time it. At about 150 words per minute, a 1,500-word script runs ten minutes.
- Record in one take per section and cut between them. Add captions; many viewers watch muted.
- Place it on a page with the booking calendar or application directly below. See VSL funnels for page layouts that work.
New to the format? The VSL glossary entry covers when a video beats a long-form page.
Customizing it by industry
- Coaching and consulting: lean on the method and proof stack. Revenue numbers and before-and-after stories carry the video. See our funnels for coaches.
- Agencies and SaaS: replace the origin story with a short demo or teardown and use client metrics like cost per lead.
- Local services and finance: keep it under five minutes, focus on the problem and the free assessment, and cut the method to one pillar.
- Low-ticket products: use a shorter sales video that ends in a checkout rather than a call.
Mistakes that sink a VSL
- A slow start. If the first 30 seconds is about you, most viewers leave. Lead with them.
- Vague proof. "Clients love us" persuades nobody. Use names, numbers and time frames you can document.
- No disqualifier. Without one, the calendar fills with people who cannot buy and close rates drop.
- One call to action at the very end. Mention the next step at least twice.
- Testing the script before the offer. A weak offer does not get fixed by better words. Our comparison of VSL vs quiz funnels helps decide the format first.
Once it is live, model the booked-call economics with the funnel conversion calculator.
The template
VSL SCRIPT TEMPLATE
Funnels That Print | funnelsthatprint.com/templates/vsl-script-template
Target length: 8 to 15 minutes for a high-ticket offer sold on a call.
Speaking pace: about 150 words per minute. Replace everything in {braces}.
Write it the way you talk. Read it out loud before you record.
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PART 1. THE HOOK (0:00 to 0:45)
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Goal: stop the right viewer and tell them why to keep watching.
"If you are a {audience} doing {current situation, e.g. $20K to $50K a month} and you want {desired result} without {main thing they hate, e.g. cold calling, discounting, working weekends}, this video will show you exactly how {number} {audience} are doing it right now."
"In the next {length} minutes I will show you:
1. Why {common approach} keeps {bad outcome}.
2. The {name of your method} we use to {result}.
3. How to find out if it fits your {business/practice/company}."
Disqualifier line (filters bad leads and builds trust):
"This is not for {who it is not for, e.g. brand-new businesses with no offer yet}. If that is you, this will not help."
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PART 2. WHO I AM AND WHY LISTEN (0:45 to 2:00)
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"My name is {name}. I {role} at {company}. Over the last {years} we have helped {number} {audience} {result}."
Proof, one or two specifics only:
"{Client name or type} went from {before number} to {after number} in {time frame}."
Short origin: "I started this because {personal reason or moment you saw the problem}."
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PART 3. THE PROBLEM (2:00 to 4:00)
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Name the pain in their words:
"Most {audience} we talk to are dealing with one of three things:
- {pain 1, e.g. leads that never pick up the phone}
- {pain 2, e.g. paying for ads that bring tire-kickers}
- {pain 3, e.g. a calendar full of no-shows}"
Make it cost something:
"Every month this continues, it costs you roughly {cost in money, time or missed opportunity}."
Blame the old method, not the viewer:
"It is not your fault. You were told to {old advice}. That worked in {year/context}. It does not work now because {reason the market changed}."
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PART 4. THE NEW WAY (4:00 to 8:00)
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"Here is what works instead. We call it {method name}. It has {3} parts."
Pillar 1: {name}
What it is: {one sentence}
Why it works: {one sentence}
Example: {short client story with a number}
Pillar 2: {name}
What it is: {one sentence}
Why it works: {one sentence}
Example: {short client story with a number}
Pillar 3: {name}
What it is: {one sentence}
Why it works: {one sentence}
Example: {short client story with a number}
Bridge: "When all three work together, {result} becomes predictable instead of hoping for a good month."
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PART 5. PROOF STACK (8:00 to 10:00)
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Three short case snapshots. Same structure each time:
"{Client}, a {type of business} in {location or niche}. Before: {number}. What we changed: {one thing}. After: {number} in {time}."
Only use results you can document. Show screenshots on screen while you speak.
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PART 6. THE OFFER AND NEXT STEP (10:00 to 12:00)
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"If you want us to {do the thing} for you, here is how it works.
Step 1: Book a {length}-minute call using the calendar below this video.
Step 2: On the call we will look at {what you review, e.g. your numbers, your current funnel}.
Step 3: If it is a fit, we will map out {deliverable} and show you exactly what it costs.
If it is not a fit, I will tell you, and point you to {alternative}."
Risk reversal (only if true): "{guarantee or promise}."
Scarcity (only if true): "We only take on {number} new {clients} each {month} because {real reason}."
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PART 7. CLOSE (12:00 to end)
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"So here is the choice. Keep {current situation} and hope it changes, or take {length} minutes to see if {method name} works for you. Click the button below, answer {number} quick questions and pick a time. I will see you on the call."
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CHECKLIST BEFORE RECORDING
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[ ] The hook names the audience in the first sentence.
[ ] Every claim has a number, a name or a screenshot.
[ ] The call to action appears at least twice.
[ ] The disqualifier is in the first two minutes.
[ ] No results are promised that you cannot document.
[ ] Captions are added for viewers watching muted.
