Copy Paste VSL Framework - Step by step guide
Jimmy Fung breaks down how to write and produce short VSLs for B2B lead generation. He contrasts long educational videos with 3-5 minute indirect VSLs designed as direct-response pitches, then walks through his own script structure: hook, pattern-interrupt, qualification, proof, and call-to-action.
All right, Hope you're doing well. So in today's video, I'll be walking you through exactly how to double or triple your conversion rate with a simple vsl, a simple video sales letter. Essentially, this will teach you exactly how to sell anything with a simple video. Whether you're selling a product, you're selling a service, you're running a lead generation agency, you're selling your own lead generation services, whatever the case is, you will learn how to sell anything with a simple video. Right? So jumping right into it, who am I? So I'm Jimmy fung. I'm a 23 year old from Canada and I run my own lead generation agency. It's called Sales Weight IO. You could go and search that up. I've been running it for the last year and a half, the last 1.5 years. I started it in October 2022 and since then I have generated over $500,000, over half a million dollars in revenue for my own business. And during this time, as I was generating all of this money, I. I have worked with over 50 plus B2B businesses in a wide variety of industries. I have collectively booked thousands of sales calls, sent over a million plus cold emails in the process. I'm also the founder of Inbox Lab IO. It's a consulting business where we have now worked with over 80 plus people helping them start and build their own lead generation agency. And the reason why I share this with you is not because I'm trying to sell you anything, it's more so to show you that not only is the stuff that I'm sharing with you in today's video, not only do those strategies work for myself, but they have worked for countless other people who are also starting their own lead generation agency. Right? So this stuff just works. The strategies just, you know, just work. There's no other words to explain it. And countless others have replicated this success to make money with their own lead generation agencies using these exact same strategies. And like everyone else, when I first started my business in October 2022, I didn't have a clue in the world. I didn't understand marketing, I didn't understand sales. I didn't even know what a cold email was or what a video sales that it was. And essentially what I did or I had to do was I had to just trial and error my way to success. Right? To seeing what works and what doesn't. Right? So that's enough about you know who I am, jumping right into it. I'm just going to move this out the way jumping right into it. So here are the four things that we'll be covering in today's video. The first one is what exactly is a vsl? What exactly is a video sales letter? The second point is what is an insight based VSL and what is an indirect VSL? Because there are different types of VSLs. I've made other videos talking in the past about VSLs and I'll explain to you exactly what this specific one is and how it's different from the other ones. The third one is where I learned all of this from because obviously I didn't create this, I didn't make this stuff up. And the fourth one is how exactly do you create an indirect vsl and a breakdown of my own indirect vsl. That way you can see how it works and that way you could kind of take what I'm sharing with you and add it into your own business to see success and see results. So jumping into what is a video sales editor? What is a bsl? So to, to explain what this is in the most concise and the best way possible. What I figured was I just leveraged, you know, AI leverage ChatGPT to explain what a VSL is. And as we can see, it says a VSL. A video sales letter is a marketing tool that combines the persuasive elements of a traditional written sales letter with the engaging and dynamic qualities of video content. It is designed to convert viewers to into customers, presenting a compelling message that outlines the benefits of a product or the benefits of a service, addressing potential objections and including a clear call to action. Right, so that's what a VSL is. And Obviously over here, ChatGPT came up with the eight crucial parts of a VSL, which I'll kind of be breaking down for you. But essentially just to keep it concise and to summarize it, you obviously have to hook. You have the introduction you have, you have the problem solutions or the pain points that people are currently having. Then you talk about the benefits and the features of your own product, of your own service. You add in, you sprinkle in some social proof. You try your best to overcome potential objections before they come up. And then you obviously have the call to action. And then you have scarcity and urgency. So you could pause the video right here and you know, read through this yourself or you could go to ChatGPT and you know, ask what a VSL is and read that there. But, but I'll be breaking down what specifically this all means inside of your own VSL and inside your Video sales editor. So jumping into the different types of VSLs, because what I've realized is there are a bunch of VSLs, a bunch of different types of video sales letters, all designed for different purposes, right? All of them have a different use case, you're using them in different scenarios, all designed to do something slightly different. So in the past I've made videos talking about how to use a video sales edit, how to use a VSL and pair it up with cold email. So that was a strategy, right? You're using cold emails as the top of the funnel to generate traffic and to generate eyeballs and attention onto your business. And you're using a vsl, a video sales letter, to warm these leads up, to build trust and to prove your credibility and your expertise in the specific service that you're selling. And the purpose of that is, is that when people jump onto these sales calls with you, they already understand what you do, they're already warmed up, they already believe that you know what you're doing and they're kind of just ready to pay you again. Right? The entire premise of that VSL is to direct the traffic you generate from cold emails to a video to where you are educating prospects and providing them new insights. Keyword, you're educating people, you're giving them new unique insights that they didn't previously know. Now the purpose of that BSL is to showcase your credibility and showcase expertise and by teaching people something new that they just didn't know about previously. Right? And obviously that VSL is typically longer in length because there's just no way that you're teaching people something new in a five minute video, in a ten minute video. So generally speaking, it is much longer. And I like to call it insight based vsl. And as the name implies, because you're giving people new insights. Now, a good way to think of the purpose of the insight based VSL is your goal is to actually provide value, to give people something first before you make an ask. Now obviously your ask is to book a sales call, but what you're doing first is because you're presenting it through the form of a longer video where you're teaching people stuff, you're giving them value, you're educating them first, they're giving new insights first before you make your ask. However, there are different types of VSLs, and again, they're all used for slightly different purposes. There's also a second type of vsl, another type of vsl, I call it the indirect vsl, which is exactly what we're talking about. Today in this video and the purpose of it is you want to think of the indirect vsl, kind of like an elevator pitch for your services. Or another way to think about it is think of an ad that maybe you will see on YouTube. Right? If you're watching my YouTube videos, you might see ads because I just recently monetized my channel. Or if you're scrolling Instagram or you're scrolling on Facebook, you're going to come across these really short ads. They're generally less than five minutes long. And essentially it's a guy just talking about his services, talk about how he can help you and making a direct ask without giving value or giving too many insights. Because obviously you can't across a five minute video, right? And again, the purpose of it is you're pitching people stuff, right? These are generally much shorter in length, probably three to five minutes in length. Where your primary goal is to get your offer in front of the viewer in as direct as a way as possible. So you're not beating around the bush, you're just telling people, hey, this is who I am, this is who we help and this is exactly what we do. So who you help, how you help them, and essentially you're just making them an offer. It is less about educating people, it's less about providing unique insights and more about this is who I help and how. Now the indirect VSL incorporates a lot of, you know, a direct response marketing stuff. So you might be wondering what exactly is direct response marketing? What does that mean? So I searched it on Google and it says direct response is a type of marketing designed to elicit an instant response by encouraging prospects to take a very specific action. Right? So direct response advertisements must trigger immediate action from a prospects. And since your goal is to generate leads quickly, right? So what that means is InSight based VSL, they're very long and you're teaching people stuff, right? So you're showcasing your expertise and then you make an ask at the end of, let's say your 30 minute video. Now, indirect VSL is very short and you're just straight to the point. You're not really teaching people stuff, you just telling them and making them an offer, right? So that's essentially what an indirect VSL is. And I actually put indirect VSL on my website and that way the way it works, kind of the workflow is when I'm reaching out to people over cold emails or if business owners find me through my YouTube channel, they're going to search up my website sales weight IO and there's a very short video. I think it's like three minutes long, which I'm going to show you in a bit. And essentially it just tells people that, you know, this is who I am. I'm Jimmy Fung, I run this agency, this is who I help and this is how I can help. Right? So it's. If someone were to search me up on my website, they will know right away exactly who I help and how I can help them. Right? And again, I cannot stress this enough because I don't want to confuse people. This is not the same VSL that you send to prospects who reply back to your cold emails when you're reaching out to people and people are interested in seeing a sales asset, they're interested in seeing a video of you breaking down something. That is the insight based vsl, right? Because you're teaching people stuff, you need to do that to send it to cold traffic to warm them up. The type of BSL I'm talking about today is one where people are searching you up, right? They're searching up your website because they're curious as to how you can help them. You're not sending this to people. People find this for you. So it's a little bit of a switch, right? Rather than you sending it to people, it's people finding you. So a little bit about where I learned this from because obviously again, I didn't create this, I didn't invent this. What I did do is I learned from a bunch of different people and I tested it a bunch in a bunch of different ways over the last year and a half, tried a bunch of different things and I kind of just figured out what works for me and what works for people trying to sell lead generation as a service. So again, because of the nature of the indirect vsl, which is a very direct response type of marketing, I learned from a lot of different people and learned a lot of different strategies. So one of the first people. And you could go in your free time and, and learn from all these people yourself as well, right? Because these are the people I learned from. Right. The first person is someone called David Ogilvy. Right. He's known as the father of advertising. And back in the days he actually advertised for companies like Rolls Rooks because he was just really, really good. Right? And the nickname, I didn't even just give him this nickname. If you search up his name, people will be calling him the father of advertising because he's just the goat of advertising. Right? Here's a picture. How to create advertising that Sells. That's the first person I learned from. The second person that I learned a lot from to build these VSLs is a guy called Jason Flagellant. And what he does is he specializes in creating webinars and he actually generated over quarter billion dollars, over $250 million in webinar sales. Right? Quarter billion dollars. So this guy made a lot of money through selling through webinars and he knows what works. And I listened to a lot of his podcasts, his interviews and stuff like that. And I just learned from kind of the different insights that he drops along those podcasts and interviews. And finally, you might know this guy or you may have seen him if you were on YouTube, let's say even just 10 years ago, you probably got these ads. So 10 years ago, when I was 13 years old, 14 years old, I was just. Every time I watched a YouTube video, I would just see this guy's ads. His name is Tai Lopez. And you might know him for his ad where he just stands in front of his Lamborghini and, and says, I'm here, I'm here in my garage standing in front of this Lamborghini, because that is his ad. And that ad has generated him over $100 million in sales. That one single ad made him over $100 million. And a lot of people laugh at this ad. A lot of people clown this ad. But the truth of the matter is it worked for the purposes of what he was trying to achieve with it, for the purpose of generating sales for whatever it was that he was trying to sell. It just worked, right? Because it's a very direct response. People watch this 5 minute video of him standing in front of Lamborghini and they end up buying whatever it is that he's selling and obviously was ultra, ultra successful and made him over $100 million. So I analyzed his ad a lot. I learned a lot from him. I watched a lot of his YouTube videos, stuff like that, to see how he thinks and to learn a little bit about his strategy. So these are kind of the three people I learned from. There's obviously a bunch of other people as well, but. But I'd say these three people were really large and really influential in terms of where I pulled a lot of this knowledge from. And you will see in the following few minutes how that works. So breaking down to indirect vsl. So let's get into the meat of why you're here today. So let's actually break down my own vsl. And before I share this with you, I want to give you A word of caution. Do not copy my VSL word for word because it will not work for you. And I'm not just saying that. There's a lot of people online who say don't copy this, don't copy that, because they're just scared that people will copy them and the strategy will stop working. And that's not necessarily my reason. You will see why in a minute. Because you will not be able to copy me. Right? And you see why. Right? It's just that simple. But rather my purpose of sharing this with you is because I want you to learn. I want you to think about why I'm saying the words I'm saying. I want you to think about what that specific purpose, what that, you know, buyer or marketing psychology is behind what I'm saying and why I'm saying it. I want you to think about the order in which I'm saying the stuff that I'm saying. And I want you to kind of just think for yourself and think about how you can incorporate it into your own offer. If you're selling lead generation, if you're selling marketing services, if you're selling short form content, you're selling copywriting, whatever it is that you're selling, I want to think, I want you to learn how to think for yourself because that is the best way and that's how you get the best results, right? All of those people I shared with you earlier about those people I learned from, I didn't copy this directly from them. I learned it from them. I watched Tai Lopez's ad, watched it a hundred times, watched it back and kind of broke it down and kind of asked myself, why is he saying this here? Why is he saying that there? What was the goal of that? Right? And you need to do that if you want to be successful and in business, right? Is you can't just copy other people. You need to see what works for other people and think about why it works and try to add it into your own business. That's the most direct, the quickest way to learn really, in business, right? So here is my indirect vsl. You can actually find this on my own agency website. I'm just gonna open this up and I'm actually just gonna play this for you and you can kind of see for yourself what this is. So I'm just going to put this here. I might speed it up as well. If you're watching this video and you're just tired of waiting for referrals to come to you or your palms are sweaty, seeing the increase in cost per leads and cost per acquisition as you literally dump thousands of dollars into paid ads. You might be interested in adding cold emails as a channel to generate consistent sales calls and consistent clients for your business. And I know this to be true because we typically work with three types of clients. The first are those who have not tried cold emails but believes that it will work for their business. The second are those who have tried cold emails in the past but just haven't gotten the results that they expected. And the third are those who are currently using cold emails and are looking to scale the operations. So if you fall within any of these three buckets, then this might be for you. But unfortunately we just can't help everyone. This is not for you. It's if you do not sell your service to other businesses. This is not for you if you do not believe that cold emails work. This is not for you if you do not have a proven service with 10 plus case studies. And this is not for you if you do not have capital ready to invest into building a system that could consistently generate you 5 to 20 sales calls every single month. And in case we haven't met yet, my name is Jimmy Fung. Thank you. And you probably stumbled across this because I either sent you an email or you found me from my YouTube channel. And I'm actually the founder of Salesway IO, a lead generation agency for B2B businesses. And over the last two years we have worked with 50 plus clients in a wide variety of industries ranging from recruitment agencies to software development agencies to marketing agencies to SaaS companies and many more, booking thousands of sales calls using cold emails, generating our clients over 2.5 million in additional revenue. And I'm actually also the founder of Inbox Lab IO, a consulting business which has taught 80 plus people how to start and run their own lead generation agencies using the exact same knowledge and exact same experience that I have gained by sending well over a million plus cold emails, working with clients who literally went from firing his existing agency to landing HIM deals with VMware and interlinked mortgage, generating 60,000 plus in additional revenue, or helping a client literally generate $30,000 in sales in a single day, or working with countless other business owners, generating consistent sales costs and consistent new clients. So if you want results such as these for your own business, then click the calendar below and we'll jump on a call together over the next few quarters days. See you there. So that's pretty much my own indirect dsl. You could go and find that on my website. You could pause this video and go to my website and play it for yourself if you'd like. It's very short, it's two to three minutes long. And hopefully you understand and you kind of see exactly how I present my own service, kind of what I'm saying. And it gives you a little bit clarity as to how that is different from a longer style BSL where you're actually educating people. So what I want to do now is I want to break down the specific bsl. I want to share with you the script that I used and break down how you can incorporate it into your own vsl. So jumping right into it, right at the top we have what's called a pattern instruct. This usually takes place in the first five seconds of your vsl. And essentially what's your pattern? As the name implies, you're getting people's attention, right? Because people are very busy. We live in a time where you have to fight for people's focus. And it's not enough to just start your video in a very boring way. Because if you do start it in a very boring way, no one's just going to watch it. People just click off and move on with the day. You know, go to the gym, go on a walk with the dog, whatever the case is. So you need to have a pattern interrupt and a good way to think about it. Kind of as some ideas is these are just some of the ideas that I've played around with is what you can do is you can narrow the attention on an object or, or prop or maybe something on the screen. You could zoom in, zoom out, you know, do some editing, whatever. You could flash something on the screen that might be a little bit confusing. You can make a very bold or a very shocking statement that just catches people attention. Maybe you could allude to something that means impending danger or you could drop a big hook. Right? And this is also kind of relates to the next step which we'll get into in a bit. But sometimes it could double as a good attention grabber, right. So a really good way to think about it is, is try to think of something that's unique, that's useful, that's ultra specific, that's urgent and that's trendy. What I will say is because of the type of people that I'm selling to, because I'm selling in the B2B space, if we're watching this video and you're running your own lead generation agency or you're selling a service to other business owners, you're selling to Business owners. What that means is these people are relatively sophisticated. And what that means is they've probably seen these type of videos before. They've probably been on sales calls before. They've probably been pitched before left and right many times before they even came across you or figured out or found out who you are. So you want to be a little bit careful. You don't want to go too over the top with some random pattern interrupt or make it too gimmicky or too hypey because it will just come across as very scammy. Right? Because there's that element of marketing as well where you could overdo it. And you just have to be very mindful of who you're selling to. Right? You, if you're selling to people who've seen these videos before, just keep it professional. Right? You don't need to go too over the top. Otherwise it actually negates what you're trying to do. The next part is a quick hook, right? So again, this takes place in the first five seconds where you're very specifically hooking people in and getting people's attention is very similar to the pattern interrupt. This is what I did inside my own VSL that you just watched. So examples of quick hooks is you can say something like if you're experiencing XYZ problem, if you are these and that person, if you want this specific results, you can say all you're, you know, what you're really doing here is you're just calling out your specific audience. You're keeping it relevant. You call out who they are. Let's say you're reaching out to realtors. If you're a realtor. Right. Their current circumstances, right. For example, you're selling ads if you're a realtor and you're running ads. If I was 14 has decimated your ad tracking. Right? You're calling out a specific issue, they have a specific problem. If your sales team is underperforming and there's specific desire. So if you want to increase your profits from ads, if you want to generate sales calls, if you want more clients, that's a specific design. And what I did is I actually learned this from a guy called Alex Becker who runs a lot of YouTube ads. You might have seen him on your YouTube for ads before as well. In 2018, 2019, he made a lot of money from ads. And what I learned from him is what he always talks about is when you're creating hooks, you want to focus on these four things. New, easy, simple, and fast. Because those are the Reasons that people buy. And that's what catches people attention. You're selling something that is new, easy, simple or fast. And it doesn't have to be new, it doesn't have to be easy. It's more so about the sales positioning of how you want to market and position your service. So new, easy, simple and fast. Keep that in mind when you are coming up with your hooks and, and coming up with your offers. So what I say, these are the specific words that I say. So these are the specific words that I say. So these are the specific words that I say. You could go back and watch the video and open up the video, play it and then pause it and have this video on the side of your screen or something like that. But I'm just going to read to you the specific script I put together. So what I did for my hook is if you're watching this video and, and you're just tired of waiting for referrals to come to you or your palms are sweaty seeing the increasing cost per leads and cost per acquisition as you dump thousands of dollars into paid ads. So what that does is I'm calling out a very specific type of person because if you are an accountant or you are a business analyst or you're a project manager or you're a construction worker, this is not going to resonate with you because you're not going to know what I'm talking about. The only people who knows what I'm talking about are business owners. And those are, that's exactly who I sell to. I sell to business owners, right? So if you're watching this video, so that's just, you know, to segue it in. But really what I'm talking about over here is I'm doing, accomplishing two things. Number one, I'm again, right, calling out who I'm trying to get my message to. But the second thing is I'm talking about problems, right? These are problems that people are having for why they want to work with me to add cold emails into the business because they're tired of, of waiting for referrals because they're nervous seeing that their ad costs are increasing to generate interest, generate leads and to generate sales calls using ads, right? These are common pinpoints of the people that I'm selling to, right? So if you're a business owner and you watch this video, this will 100% catch your attention because it's hyper relevant to your specific position or the specific problems that you're facing. The next aspect of the VSL is what I Like to call the Big claim or the Big Promise. Again, this is typically the 5 to 20 second range of your video. And in this part, what you're going to do is state a large, one large benefit of how you can help your clients. It could also be two or three large big benefits. I like to do one big benefit. And ideally you can kind of modify these based on your headline or based on your offer, your sales angle that you're working best in your ad or your vsl. Right. And again, this will take some research to dial in. Right. Some key points is make sure you're keeping this short. You don't want to ramble on and on and on. Just keep it short, keep it direct. You want to state the benefit, then expand on it briefly as you expand part of your sales arguments. Right. Your sales positioning. Right. And you can think about it as why is someone, why would someone want to use your product or service? Why is your product or service more effective than the other options that they have? Right. So if you're selling cold emails as a service, why would someone want to use cold emails versus running ads or doing LinkedIn or cold calling or cold DMs or a million other ways that business owners can think of to generate leads aside from just cold emails? So that's a good way to think about it. What I do is, mine is a little bit more broad. I just say something like, you might be interested in adding cold emails as a channel to generate consistent sales costs and clients for your business. So what I could have done a little bit different as I am going through this is I'm going to give some feedback onto mine. I probably could have been a little bit more specific in terms of what I do as an end result. But you know, for me, because of where I am in my business, where I have a lot of case studies, I have a lot of experience, I'm able to go a little bit more broad. So this is kind of one of the reasons why you wouldn't be able to copy me. Because if you're watching this video and you're just starting your own agency, you don't have that many clients, you don't have that many case studies, or you have no case studies. You, you need to be hyper specific. You can't just say if you're a business owner looking for more sales costs because that's not going to work for you. You have to say, if you run a marketing agency and you're looking for 5 to 10 sales costs in the next 30 days, this is for you. So you see how that's way more specific than mine. The reason why I could get away with this is because a couple of things again, right, I have case studies, I have experience. The second one is I have an audience and I'm building a brand for myself. So I a lot of people kind of just know who I am and what I do. And as a result I'm able to go way more broad with my messaging and have it still work. But if you're just starting out, you can't go broad. You have to be as specific as you can. So this is kind of why I say you wouldn't be able to copy me. The next part is you want to qualify and disqualify people because the main thing is is because all of this just takes place online. It it's not going to be that hard for people to stumble across your website or stumble across your vsl. If they look really hard they could. But what that also means is what you sell, you're not selling it to 100 different people. Again, like I said, if you're starting your agency, you're just watching this video and you're right in the beginning. You don't have case studies, you need to be hyper specific. So if you only work on marketing agencies or you only work with recruitment agencies, you are only working with those people. So if you're only working with recruitment agencies, you're not selling to realtors, you're not selling to marketing agents, you're not selling to IT companies, you're selling only to recruitment agencies. And the same applies for whatever industry or Persona you decide to sell to. So you need disqualified people. And this does a couple of things. Again, if people are watching this video and they are not exactly who you're selling to, they're going to know and click off. But if they are, it's going to sound hyper relevant to who they are. So easy way is saying something along the lines of so this is for you if you are a boom boom, boom boom boom. But this is not for you if you are boom boom boom boom boom. So what I say is, and I know this to be true because typically speaking we work with three types of clients. Those who have tried cold emails in the past but have not gotten the results they expected. Those who have not tried cold emails at all but knows that it will work for their business. Those who are currently using cold emails and want to skip the business. So if you fall within any of these three buckets, then this is potentially for you. So I'm calling out who these people might be. And again, there's a very strong chance as a business owner, you know, they're just going to fall within each, each one of these three buckets at least, Right. Because this just incorporates a wide variety of business owners. Right? But unfortunately we can't help everyone. So I'm disqualifying people here. Right? So this is not for you if you do not run a B2B business, if you do not sell your service to another business. So this eliminates B2C business owners. This is not for you if you do not believe cold emails will work to generate sales cost. Because I don't want to be convincing people why this channel works. Right? Cold emails worked. And if people just don't think it works or they think it's illegal, or they think it's spamming, there's really not that much I can do to convince them otherwise. So I just choose to disqualify those people who right off the bat because it's just not worth my effort, not worth my time selling to these people. This is not for you if you do not have a proven service with 10 plus case studies. So that's what I like to say. Because for where I'm at in my agency, I have the luxury of choosing. I want to work with only the best type of clients, with only the clients with a lot of case studies who are making a lot of money. Again, if you're watching this video, you might not have that luxury. If you're first starting out and you don't have case studies, you don't really have that ability to just pick and choose who you want to work with because you just don't have that variety of options. I do. Right. Which is exactly why I say what I say. And that way I'm also, in a way, it's kind of a financial qualifier as well. Because if the companies that I'm working with, the clients I'm working with, they have a lot of case studies, they're making a lot of money, they could pay me a lot of money, right? I'm able to charge $5,000 a month, $6,000 a month, $10,000 a month. Because I'm working with companies that are making hundreds of thousands of dollars a month or millions of dollars a month. Right? That's why I say what I say. This is not for you if you do not have capital ready to invest into building a system that could generate you five to 20 sales calls every single month. So again, financial qualifier, right? Because I don't want to be talking to people. I don't want to be selling to people who just don't have money. Or if they do have money, they're just not ready to invest into building a system, right? So this eliminates a lot of people who just don't have the money. So if you are taking your sales calls, you might hear people say, oh, yeah, this is too expensive. We just don't have the money. And the reason why you hear that is because you're not qualifying people on if they have money. You might be talking to people who are just starting the business and you know they didn't make a single dollar yet. So obviously, if they didn't make a single dollar in the business, how could they pay you $2,000, $3,000, four. $4,000 for your service? It just doesn't work like that, right? So that's why I financially qualify my prospects. The next part is what I call big proof and track record, right? So this is again, proof that your big promise makes sense, right? This could also be used to build authority in your expert domain. So if you're selling cold emails, tell a story, maybe your background story. So if maybe you've ran a different business before, you could talk about how in your previous business, you realize that the number one thing that business owners struggle with is generating leads, right? You can say something like that as a background story. Now, obviously, if you never ran a business before, don't use that story because it's not going to be that hard for people to double check. And you don't want to get caught lying. I think that's the main thing. You don't want to be lying at all. You just want to be honest and transparent in this. Because there's other ways you could do this if you have case studies. So I have case studies. So I went, I chose to go down this path. If you're watching this video again, if you don't have case studies, this is why you can't copy me. Talk about yourself. Use yourself as a case study, right? Talk about how you discovered the system. Talk about how you discovered cold emails. Talk about the problems or unique insights that you've learned about the industry that you're selling to. So how I do it is I say so in case we haven't met yet, my name is Jimmy Fung and you probably stumbled across this website because I sent you an email or you found me on my YouTube channel. So this is one of my most. This is what makes me different from a lot of other people. So a lot of people, sometimes they ask me, what makes you different from all the other lead generation agencies, Right? What is that differentiating factor? What? This is my differentiating factor because I have a personal brand. Because there's a lot of people who could say they could get you the same result that I can get. But I have a brand, I have my story online. I have a YouTube channel with 80 videos on it with thousands of subscribers. Most people cannot say that, right? That is my differentiating factor that separates me from, you know, all the other people, right? So I kind of like go hard at this angle because that is what makes me different. I say I'm the founder of Salesway IO, a lead generate lead generation agency for B2B businesses. You need to be hyper specific. Again, you know, I explained why I did this, but you need to be hyper specific. And over the last two years we have worked with 50 plus clients in a wide variety of industries. You know, all of these other industries. This is social proof, right? I'm basically saying we've done this before in a lot of different industry. We have worked with a bunch of different clients. We know what we're doing. That's essentially what I'm saying. Collectively, we have booked thousands of sales costs using cold emails and have generated our clients over $2.5 million in additional revenue. Again, more social proof, right? Because this is how I choose to sell, because it's for me the simplest way to do it. Now again, you probably don't have this, so use yourself as an angle, right? Talk about the cold email system that you're building up for yourself. This is why I tell people is when you're first starting out, it's very important you're doing the thing that you're selling. That way you can talk about it. So you don't want to be in a position where you're selling a service where you're not even doing it yourself because you, you have no proof of works and you can't talk about it really. Right. And that's kind of why I personally think starting a lead generation agency is one of the best business models for beginners. Because if you're sending cold emails for yourself, you could talk about that and you're learning, you're getting experience, you're getting reps under your belt and then once you sell it, you kind of have proof of concept that it works. Right? So talk about your own story. I then say, I'm also the founder of Inbox Lab IO I consulting business, which has taught 80 plus people how to start and run their own lead generation agencies using the knowledge and experience that I have gained by sending well over a million emails. So the reason I'm talking about this, my consulting business is not because I'm trying to sell my consulting business to, you know, a business owner, right? That's not what I'm doing. But what I'm doing is I'm justifying my credibility because what happens is people associate teachers with an expert, right? If you come across a guy who is teaching ads, you associate him as the expert in running ads, right? If you come across a guy, a law professor, someone who's teaching law at university or college, you by default associate that person as the expert in the realm of law. So this is why I'm talking about my consulting business because I'm obviously teaching people how to build their own lead generation agencies. And, and since I am running my own lead generation agency, business owners will associate me as the expert. So they'll think to themselves, if this guy, he's successfully teaching 80 plus people how to build this specific business that he is running himself, he's probably expert, he probably knows a lot about this specific thing. He's credible, he's an expert, he's a person of authority in this specific space. So that's kind of why I say it's not because I'm trying to, you know, pitch my consulting business or my consulting program onto these business owners. That's not what I'm doing. I'm showcasing my credibility and I tie it to a result of sending over a million plus cold emails, right? And then I move strictly into case studies, right? Working with clients who went on firing his existing agencies of a screenshot to lightning deals with VMware and Interlink, generating $60,000 in revenue. So very specific case study or helping a client generate third $30,000 sales in a single day, again, another specific case study. Or like countless other business owners who we worked with to generate sales calls and new clients, right? So again, case studies, right? So that is why I say what I'm saying. I think I have a mistake here because you know, I don't think I have this as part of my actual vsl. But you know, you get the point, right? I have a bunch of social proof, right? So that's kind of why I say you wouldn't be able to copy me because of the way I did it. But again, use your own story to do this, right? That's the best thing you can do. And if you're first starting out you just kind of have to do it, right? So I kind of got a little bit lazy while I was building my bsl, which is why I did case studies. But there's a lot of different ways you could talk about your service, right? A really good angle you could use is find the industry that you're using. So, for example, search on Google, how large is the industry of lead generation? And you might find a website, you might find an article on Forbes that might say, well, lead generation is a billion dollar industry. And you could talk about that. You can say something along the lines of, and this is how we tapped into this billion dollar industry according to Forbes, right? So you see how that sounds really, really good as a marketing angle or a marketing hook. That's a really good way of doing it. But, you know, obviously I went the path of case studies because I kind of got a little bit lazy with this and, you know, it's still working for me. So that's, that's fine. But that's probably what I would do down the line or if I was to revisit this and make this different or change it up or whatever, right? So the next part is the hard call to action, right? So now your hard call to action is, you know, as the name implies, is just a very direct call to action is very straightforward. What I like to say is, so if you want results such as these for your own business, then click the calendar below this video and we'll jump on a call over the next few days. So I'm just basically asking people if this is something you're interested in, because I have proof. If you want similar results, then book a sales call with me, right? Jump on a call with me and we'll see exactly what that looks like. We'll put together a roadmap together. So just a very direct call to action. This is what we do. This is how we do it, this proof we've done it. And if you want me to do something similar for you, then set up a time to chat. That's the overall framework of my indirect vsl. It's just very, very clear and just very straight to the point, Right? So it's just a very heavy pitch essentially, right? So some notes. You know, again, I messed this up. I probably should have put this as notes. But notice how direct and straight to the point that this BSL is, right? The other thing I want you to notice is you can watch through my video and notice how something is moving every three to five seconds, right? So for me, it was Text. Right. If you have images or illustrations, you don't want to just. Or you're using a slide deck, you don't want to just go to a slide deck and keep it there for 30 seconds while you're talking about it. You don't want to just have paragraphs either. Right. And I learned this from Jason Flagellant because I was listening to his interview where he was talking about how he sold quarter billion dollars in webinar sales and he creates like these four hour long webinars to sell his service. And what he says is in this four hour webinar he makes sure he changes the slides every 3 to 5 seconds otherwise people will lose attention. So every single point he makes, it's a different slide or different point in the presentation. And that's kind of what I've done in my own presentation as well. It's very, you know, it's very important you want to do that because people will lose focus and lose attention and just click off and do some other things. Right. Notice how I qualify and disqualify leads is very important that you do this. Very, very important that you do this. You have to include this inside your own vsl. Notice the simple and clean presentation style. So don't overcomplicate it. It probably took me maybe. Well, once I scripted it out it took me like 20 minutes to move it into a slides because I actually wrote it out on a Google Docs and then I moved it onto the slides. So moving it into the slides, it was very quick. Look at my presentation style. I wasn't writing paragraphs on my slides. Each slide deck was just a simple sentence, a little bit of bolding, a little bit of non bolding and I called it a day. Right. Very, very simple stuff. Don't add too much hypey or marketing strategies. I kind of talked about this with the initial quick hook and the pattern interrupt. Right. We are pitching business owners who are probably marketers themselves.
