Eric Deeran shows how moving a video sales letter into a 3-4 minute ad and simplifying the landing page to just a booking form cuts cost per call. The thank-you page then handles the VSL, FAQs, and case studies to prep prospects before the call.
A lot of people are running VSL call funnels right now, and they work really well for B2B. But something we've tested that is working well for us is taking the VSL off the main page and then putting all of that content into the ad. And so we've just found not a lot of people now are consuming VSLs on the landing page, but they are consuming the ad. And so what we'll do is we'll make the ad longer form. To where we have like a, maybe a talking head hook, and then it goes into like a sketchbook format ad for 3 to 4 minutes after that. And then we're basically cramming the VSL into the ad. And when we do that, we run them just to a simple application funnel on a landing page. And we typically get a cheaper cost per call from our tests when we do that. And so maybe something to test, but when you're running a VSL call funnel, try to make more of the content in the ad and make it more framed in the ad and then just take them to a page where they can essentially book the call. And when you think about it, like Facebook lead forms do the exact same thing. You don't have a VSL above that. And then what we do is we take the VSL, we put it on the thank you page, and then we have a thank you page that has the thank you page confirmation video, and then we have FAQs and then case study breakdowns and like client results, businesses that they can go look up and they can do their due diligence on us prior to that call. But a lot of times people just want to book the call. And especially if you're optimizing for a schedule event in your ad account, you can get more of those schedule events which actually even out your performance overall on the ads because you're getting more consistent results, and then you just pre-frame them prior to that call with the thank you page video and all the nurturing from there. So test it out, see if it works.
