# Alex Hormozi explains how to create the perfect VSL

Channel: Stefan van de Vlasakker
Video: https://www.youtube.com/watch?v=MEsSN187wUI
Duration: 27 min
Language: English
Words: 6705
Transcript page: https://viewrankai.com/tools/youtube-transcript/MEsSN187wUI

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[0:00] look I apologize I nowhere near as handsome as Alex shimi however I will be delivering the exact same amount of value as Alex shimi would have if he was the one recording this video how can I promise you that so surely well it's because last week I was actually on a call with Alexy where he broke down his entire vssl structure and explained exactly why he did every little thing that he did take a look

[0:25] here so he spent an entire hour breaking down his own vssl for the school games what I've done is compiled everything that he said through it into one Google doc that I'm going to give you access to at the end of this video and I'm going share with you exactly how you can apply this so you can learn how to make amazing vsls the same way that Heros does so without further Ado let's dive in next time I'll grow a bigger beard get some bigger muscles and maybe you'll think I look like heroi so here's the framework that he uses I'm G touch on a little bit of the framework and then

[0:52] we're going to dive into how you can actually script this yourself and go through every little small aspect so the framework is this Niche call out paint Epiphany Bridge Guru mvo FAQ proof price anchor concern next steps and then guarantee plus scarcity that is the framework however Heros even said in this review that he did that about 80% of the vssl is really made up via the hook so the intro the FAQs and the proof if you can just nail the hook the FAQ is and the proof you have about 80% of the vssl done the other 20% is all the other little little things that make it spicy

[1:26] but don't really isn't the chunk of it okay so if you're really if you want to have a quick and dirty super fast vssl that converts just make sure you have a good hook good FAQs and good proof and if you're wondering Stefon what the [ __ ] is that or how do I do that let me share with you moving forward and also a cool little tip for you um if you price anchor anything early on like just say any high price early on relatively High compared to your price later um it makes it acts as a price anchor even if it has nothing to do with with the price this

[1:52] is called pseudo pricing another random tip um is that if you use damaging missions even heroi talked about it in this entire review that damag missions are wildly underused by most marketers and salesman in this day and age and in a world in which people are super super skeptical using a damaging mission is really really powerful kind of like how I did at the beginning where I said hey man sorry I'm not Alex mosy I don't have a beard or a muscles as big as him but I will be delivering the same amount of value okay kind of like that it's a damaging Mission it's where you admit a

[2:18] flaw to then say something good and then people believe the good because they you just admitted a flaw by yourself we digress let's dive into the intro here and share this vsl structure so intro the int is you have to choose your level of awareness okay because based on if you're running your your vsls to cold traffic or warm traffic or whatever the case is there's different levels of awareness and the way that Eugene Schwarz explains it is there's five levels of awareness there's unaware problem aware solution aware product aware and most aware those are the five levels of awareness but typically if you're running ads or if you're running

[2:50] if you're running traffic to a cold audience a cold markets they're typically unaware or problem aware okay if you're running ads to organic or inbound or someone who's more warm you can typically get away with the solution to wear and product to wear now what does this mean it simply means how we State our hook right because if somebody is unaware we have to make them aware of the problem so we can't just say hey in owners who are struggling with getting clients because if they're unaware of the problem then we have to make them realize the problem which is like AGC owners do you run an agency do you have

[3:18] this do you have that okay you have a problem let me solve it you have to make them aware of the problem okay problem aware means the person is aware the problem just not sure how to solve it so let be like iners you know struggling to sign highte clients whove tried cold Kong and this and and this this is for you listen up that's people who are problem aware solution aware people that are already aware of the solution you just have to convince them why why yours is the best for them okay and it's typically in the inro you're going to call out your Niche and their paining

[3:41] Point based on their level of awareness okay and once again like I said here cold traffic they're typically underwar or problem Weare warm traffic is either solution or product Weare okay um and so if you're running to warm traffic it's more about like you know what's out there why is yours better all righty now next little section you want to go through on your resl this this is still part of the intro is the niche call in the pains okay and so what this would look like is for example if you're starting your vssl inj over over 2K a month have you ever laid in bed at night

[4:08] frustrated the fact that you know you could be doing better but despite your best effort you still aren't exactly where you want to be okay and you want to make 10K a month but are tired bored confused and overwhelmed so you called out your Niche you called out the pain points you called out and and you listed the dream outcome your heal come achieve and then you basically say like I get it you know and then you insert some relatable story I get it I was once the same way back in 2021 and here's where you move on to the next section which is The Epiphany Bridge which is where you

[4:36] share your story the best vsls are the ones where you share story now granted if you don't have a story sharing you getting over this you could share a client story or an example okay or some sort of analogy but if you have your own story it's really good it's like I get it man you know I was once you know tired broke depressed stuck in University as well and I was trying everything under the Sun but nothing seemed to work that was until I found my mentor my mentor gave me access to this this this and this and this and he helped me scale from zero to 10K per

[5:03] month in just under three months right and that changed my life forever okay and so this is a story framework you can use okay so um to relate and explain why they should listen to you because you know at the end of the day when people are watching a video you have to explain to them and sell them on the idea of listening to you why should they listen to you over anybody else out there okay because attention is the thing we're always competing for so here's a really simple story framework that you can use copied from some of the big biggest storytellers in the world backstory so

[5:27] the backstory of this thing so the bad right so for example Le like I just said back in 2021 I was diagnosed sphar depression anxiety yada yada y the change but then I met my mentor who I on a fluke met at the airport when I was flying to Mexico with my family um and he ended up running a business and took me under his wing to teach me everything he knew okay so that's where you you would insert typically speaking your mechanism so if you're selling a coaching program right that's when I met my coach to sell them on to start to start to pre-sell them on the idea that

[5:54] getting a coach is worth it you're not mentioning anything about you having a coaching program or you being the coach but it just subtly reminds them in their mind that okay okay coaching is something that helped this guy go from here to here coaching must be good okay so subtly planting the seed but then I whatever insert change mechanism and then obstacle what was the Battle and I worked with this guy day in and day out for three months straight grinding my ass off until I finally outcome scaled you know from zero to 10K 10K per month in just under three months and was able to drop out of University okay that

[6:23] would be the story framework and then you simply say this and I want to repay the favor by showing you the rops ropes the same way that that Mentor did for me okay and then you want to insert some proof here like why they Len to you okay so this would be like and that's because I scale my business to 47 million after this and I learned tons of lessons along the way a lot of people charge a lot of money a lot of money for what I want to do is give that away to you for free whatever the case is this is like we're

[6:47] getting nitty-gritty here right I want to I want to share with you the high level but also the nitty-gritty stuff to teach you how this should really really work okay so once again you started out with a hook which is typically your Niche call out with which with the pain Point as well so like children under 10k on struggling with cold calling listen up okay so that would be the niche call in the pain points and then relatability story I get it I know how you feel I was one there to insert story to make them believe why they should listen to you um and then you're going to get to the

[7:12] presentation and the mvo okay and what I what mvo stands for is just minimal viable offer it's where you're going to just super super casually introduce what it is you're doing okay you're not going to explain everything in detail you're just super casually going to explain it so um you introduce your offer at a high level okay and when I say presentation you don't need to pull an entire presentation but you're now you're presenting the offer to them in a very subtle way so you're like well welcome to school okay or like this is what Heros says when he does it or like you know welcome to company name what we do

[7:41] is we help real estate agents go from here to Here by doing this and then what you do is you want to add analogies here it's kind of like so for example if you run ads for real estate agents we help real estate agents um run ads to attract their dream client without them having to call a single person it's kind of like if you were to place a billboard instead of on the side of the road in front of just the cars windshields of those that you wanted to see it so you get to pick out exactly which cars you want to put your windshield on and make

[8:06] sure it's the only thing that they can see and so that you want to give these analogies people can start to see how your offer Works other than just you explaining it because once again you explain it you have the perspective on your offer because you run it other people don't and therefore you want to give them these kind of like statements right so what we do is kind of like this or how it works is kind of like that because people can Envision what it is okay so then you want to explain a little bit more in depth after you've given them a hook then what do you want

[8:30] to do is give give a little soft Loop so for example it's like we help real EST AG using the three-step process we run their ads we do this and we get them the results the same way we just did for Stacy who went from A to B in seven months okay if all of this were true would you at least be a little interested and this is a soft Loop or a soft cult action which is you're not asking for a big ask you're just subtly getting them to go yeah yes right and just nod their head and just throughout the whole vssl you keep asking these

[8:55] check-in questions I call them check-in questions where you just want them to all heading or yep yep yep yep yep so at the end when you say hey would you want to check it out they go yep and then they buy okay and so you explain it on a high level so we do is kind of like this this this and this if that were kind of true would you at least be a little bit interested they're nod their head and then you're going to move on okay so you're going to move on to the FAQ which is where now you basically say exactly this okay now you might be

[9:20] wondering how much does it cost or how does it work or how long does it take and and what do I have to do and and and what's the likely I succeed or you basically just answer all of the most frequently asked questions questions that you get comma not from your clients you can do your client but typically you want to you want to insert all the questions all of your prospects asks you before the call because those are the questions that these people will be having you want to address the biggest elephant in the room okay so whatever the most frequently asked questions you get you want to insert them all here in

[9:45] one big thing so it's like great you might be wondering how do I get this how does it work how much do I have to pay how much time do I have to put in the ud all the frequently asked questions great question let me break it down okay and then what you want to do is you just want to have a super simple framework to answer the questions you don't want to answer the questions in detail you just want to ask a super simple you want to just explain it with a super simple framework and so what you can kind of do is just give examples and analogies once

[10:09] again like we did in the presentation so for example right like if one of the frequently ask questions how much does it cost if you're not going to share the price which you shouldn't right now or for most of you you shouldn't share it at all but if you're doing a low ticket thing you probably shouldn't even share it right now you should share it later what you want to do um it's be like great so the price of our thing is kind of like and then you give an analogy right it's kind of kind of like home builders right it's impossible for me to give you a price without knowing the

[10:33] size of your home and so you know your home could cost anywhere from $1,000 to 10 to10 million but it would be unfair for me to say before I got to know what your home is so we do is we want to get to meet you and then share with you a quote that's specific for just your business yada yada yada so once again using Frameworks to answer questions okay and so you don't need to answer the question head on you you need need to have a framework so for example it's like well how do I get started great question so let me explain all you do is

[10:58] you just choose something you've liked before you make a post about it and then you get people to go talk about that thing and then you get all the credit it's kind of like having a party the host invites all the people but the people make the party good and if the party is good the host gets all the credit even though the host did nothing except for invite everybody so that's kind of like how it works and so one once again using these kind of like statements right you just want to answer their questions and especially a lot of their limiting beliefs and things they

[11:23] have concerns around in this part of the presentation with using examples analogies and even proof if you can right right well like what if I'm a beginner well you know what we have is we have ABCD EFG kind of like Jane who literally didn't know a single thing before she joined the program she didn't even know what a vssl was and then she did this this this and this and this right so just proof as much as you can okay then we move on to the actual proof section now granted you want to throw in proof wherever you can because it's just so important in vsls like it's like I

[11:54] even have written here most important um and so what you want to do is you want to share more case studies okay and so Heros explained this that like you know if you're in a predominantly white area you would be better off using you know case studies and testimonials from white people if you're in a predominantly Spanish speaking area you'd be better off using you know testimonials and case studies and stories from Hispanic people right and so what you want to do is you want to use if you have a really big Market you want to use the stories of the type of person that you're marketing to this

[12:22] is very very high level this is like marketing 2011 but just something I figured I would share and so what you want to do is you want to have minimum five stories who you're going to share the more the area because it's just more proof and it makes people more convinced and if they're convinced and they believe they will buy okay and so what you do is you simply say the story right so it's like so H this is Jane who in the beginning insert what she was like in the beginning so the way you want to share stories is once again bad change outcome so what were they like before

[12:47] they bought the service what made them buy the service and what what was the outcome after so here's Jane Jane didn't know what to do she was struggling she was stressed she was uh tired confused and overwhelmed and after finally deciding to take a leap of faith because the strong guarantee we have she was able to make x amount of money in y amount of days and now finally live her her live her dream and you know do her passion for a living whoop do okay um and then you just keep repeating these over and over and over just stories over and over and over and over and over for

[13:17] as long as you really really want okay and then at the end of this you're this is one of the most important parts if you have if you're able to do this do this you say why am I so confident insert stats so for example heroi has a stat that 54.1% of school owners who sign up make their first dollar online and the average school Community makes $1,360 per month okay and so he just like he just keeps inserting stat after stat after stat after stat after stat okay and statistic is what stat means okay and you just share as many stats as you can right State the truth and tell the

[13:55] facts I think that's like Hero's quote like famous saying State the truth and tell the facts or something like that St I don't know something like that we I guess um and so like for context the point of the proof part not only like is to make them believe but it's a lot of belief breaking right and it's you trying to address the real hidden concerns which is why when you choose your stories don't just like let dah explain your stories and and choose them like you want to pick specific stories based on specific people and specific concerns right and so in your proof section allows you to address a lot of

[14:29] people's hidden concerns for example like you know imagine if you're marketing to people and they're like one of the biggest objections you get all the time is like well I have kids that have no time then one of your stories or at least at least one of them if not more should be about how someone else has kids and had no time but still decide to join and made a bunch of money because it overcomes these limiting beliefs so actually one of the really good ways you can find out what you should say in here just take a list of all the most common objections you get

[14:56] and then break down the objection and put it in one of your stories okay as a reason as as one of their pre pre-change things that they had okay now after the proof section if we go back to the top right so we've done we've done Niche callets we've done pain The Epiphany bridge is just the story that you share okay Guru is where you are looked at as someone who's able to tell them why they why they should listen to you which is when you share your your story essentially mvo is the back of the napkin it's the quick and dirty here's my offer um faq's proof then we get to

[15:26] the price anchor okay which is where if we scroll down here what you want to do price anchor there um there are people out there what you want like the point of this is to price anchor Your Service as something that is like really really valuable and also really really um expensive relative or cheap relative to other people's pricing and so how You' say this something like this now look listen there's a lot of people out there teaching all the stuff I've just talked you about and selling this stuff for crazy amount of money and then you'd instant amount of money like $10,000 right but what if but what if there was

[15:58] a fast F easier and zero risk way for you to do this for yourself or you know if you sell a service for us to come in and do this for you and once again soft Loop right if if all that were true would you at least be a little interested if you believe all that were true would you at least want to hear a bit more right once again these soft Loops these soft call actions these check-in questions to make them go yeah yeah y just to nod their head the entire time okay so this it's a very very subtle price anchor you literally just

[16:28] just say after the stories okay after the why am I so confident insert stats stat stat stat stats but look listen there are people out there teaching the stuff and selling all this for 10,000 20,000 $30,000 but what if there was a faster easier cheaper and zero risk way for you to do all this stuff for yourself now if that were true would you at least be somewhat interested once again that's how you'd say it okay and then you move on to the concerns which is where you address all the concerns all the things you haven't yet talked about or all the the elephants in the room that they're

[17:00] still thinking okay and you could literally say this but what about what about uh you know the time or or what about this or or what about that okay and then you would just explain these away well what about X well why kind of like insert case studies this the framework you want to answer the question well what about all the time it takes well we have a system for you to track your time so you can do this kind of like how Jane didn't have any time she had three three kids and a daughter and yada yada Y and she's working two full-time jobs but after you

[17:33] know getting access to our y y system she was able to reduce her time output to four hours per month and able to make a bunch of money whoopy do okay and you just want to address all the concerns right so address the concern and then give a kind of like case study to handle the the concern like the like you can sit and tell them why like you'll help them fix it but the best way is Just sh share an example of somebody else you help fix the problem that they're having right but what about fun well Jane had the same issue she didn't have enough money at all so we did is we

[18:03] partnered up with with a credit partner who came in and funded her thing for her so she was able to do it and guess what within just 13.8 days she was able to pay them back in full with 0% interest and have a profit after just two weeks and you can even have a soft Loop now listen if if that were the same case for you would you at least be open to looking more at it something like that okay now once you've gone through all the concerns and you've addressed every single concern that they could still possibly have cuz once again depending on your vssl like if you're trying to

[18:30] sell a call you it's less about the concerns because that's more on on the actual sales call but especially even then like you still want to you know get the bought into the idea but especially if you're selling some lower ticket item or you're trying to sell like an actual thing that costs money with the vssl you want to make sure you address every single concern as a matter of fact if you sell some sort of low ticket item you don't take sales calls literally the most important thing is your vssl there was even a guy on school who he took his vssl out and his conversion rate dropped

[18:58] by like 80% % or something something along those Lin like 80% of his conversion rate dropped by taking out his vssl which shows us that like the most important thing when selling a low ticket item with no call is your vssl so if there one thing you're spend a lot of time on make it be your vssl okay now once you've addressed all the concerns which like I said if you're doing low ticket not as important if you're doing High ticket very or no my bad if you're doing low ticket very important if you're doing High ticket less important because you'll address the concerns on the call together it's time to move on

[19:23] to the next steps okay which is once again um for context this vssl funnel is more geared towards lower ticket items however you can still use this exact same framework you just want to replace a few other things to gear it towards a higher ticket thing when I say higher ticket I'm assuming that you're closing them on the call whereas lower ticket I'm assuming that you're uh you know trying to sell them just on this landing page that they're at okay now it's time to talk about next steps okay because like you want the person to have the clearest idea of what's going to happen after because people are super super

[19:52] scared of that okay and also for you know for context um one of the cool things you can do in concern is like you can even share some of your cool you know things that make you stand out as a company for example schools thing that they talked about in the concern section is how hey you would get it you know some people sign up and they forget to cancel you know if this happens we don't have a problem your funding even if it's after the 14 days to she is a quick email and even if you forget to cancel your trial we'll cancel it for you and

[20:19] refund you so you don't need to worry about you forgetting to cancel it once again addressing all the concerns they could possibly have okay less important if you're selling on the call because they'll talk about that there but we digress okay anyways next steps so what you want to do is answer the question what happens if I sign up now so you literally say this in Via sale so what happens if if I sign up now and what you want to do is lay out the most clear action steps you possibly could selling the vacation not the flight you want to make it easy as possible right so don't

[20:45] be like well you're going to put your email in here make this account and load this profile picture no you're going to make it super simple right so it's like if you're selling something online what you're going do is you're going to click the button okay you're going to click the button the second you buy you'll be sent to an email in that email you're going to get this link you're going to click this link here as soon as you get access to that link you get the course and then like you want to do a better job selling the vacation that I just did there but you just want to sell the

[21:09] vacation sell the vacation sell the vacation so for example it's like if on school I'm pretty sure the way you did it is like once you once you you click join you create your group you you invite three friends and you start making money it's it's something like that where it's just like you made it seem so so so simple and you made it attached to the dream outcome of getting members getting clients making money okay so the same you want here make it as simple as easy as possible of exactly what's going to happen so they know exactly what's going to happen from the second they click off this video to when

[21:36] they buy the thing to what happens after that and make it in alignment with their goals so once again you want to make it in alignment with what they want okay because that's the most important thing people forget out is like when you're marketing when you're selling you want to give the person the thing that they want okay so in this case you know whatever the thing that is that they want whether it's money whether it's whatever you want to make sure that's the thing you're selling them on okay not the nitty-gritty oh you can click this notion link here and then you'll get access to like no no no no you want

[22:02] to sell the dream you want to sell the vacation okay so um and then at the very end of this you know SE section where you talk about the clear action steps you want to give them a best and worst case okay and this is one of the best closes of all time even talks about this a lot that this is one of his favorite closes it's actually one of my favorite closing lines as well which is hey man worst case scenario right absolute worst case scenario you get access to all the stuff I just mentioned for free for 14 days you get a refund you run away with

[22:29] it for the rest of your life and so you learn how to make money online best case scenario is you and then you insert whatever the best case scenario is and I use this a lot in my agency where I be like hey man worst case scenario my arms get cut off and I can't run the ads anymore and you only get two new deals next month best case scenario you and I both on the same team we run it like there's no tomorrow and you sign an extra 20 clients over the next two months right and you just want to play these like best case worst case

[22:56] scenarios and make the worst case still a good cas scenario right so for example with the thing I sell I'm like hey man worst case scenario I have an Roi guarantee so you can't lose money and so worst case you get free coaching for a year and download and steal all the assets I have for free and run with them right and it's like oh worst case I get access to all this kind of stuff and it makes it seem like an irresistible offer it makes them seem stupid to say no okay after you've done this there's one more part to finish off the vsl which is the

[23:24] guarantee and scarcity so all you want to do is if you haven't already you want to just State your guarantee and then the reason to buy right now okay so for example you know and hey we have a full 70 money by guarantee so for whatever reason you don't like it in the next seven days give us a shout and we'll fully refund you and yes even if you forget after the first seven days and you're eight or nine days behind and you still don't like it just give us a shout we have no we have no problem making exceptions we just want to make sure

[23:50] that you are happy okay and for those of you who buy within the next 24 hours of watching this you will get access to insert reason to buy now okay okay so what you want to do is have a bunch of bonuses a bunch of cool um you know scarcity items here that they will get access to if they buy within the next X time frame right which just creates scarcity and urgency to give them a reason to buy now because here's the thing A lot of people are really really really bad at making decisions and so you try to make it as easy as possible

[24:16] for them to make a decision which in this case is just adding scarcity right adding some sort of thing that makes them want to make the decision now right and so one of the best ways to do this is just give it a bunch more bonuses that are literally worth more than the cost of signing up like just give them more bonuses than the than like the cost of the thing you want them to do anyway it's the best way to get them to buy now or some limited time unscalable offer right so one of my favorite ones is hey if you sign up now I'll give you a free 2hour coaching call

[24:45] plus this extra course I used to charge a th bucks for it's like oh my goodness I want access to those two things and what I do is if you give them multiple bonuses you have more people take you up on it because there's more reasons why someone will buy because maybe someone doesn't want the 2-hour coaching call but they want the course or maybe someone doesn't care about the course but they want a two-hour coaching call the more bonuses you have the more likely somebody else is take up on it because you attach you have these different things you we can latch on to so yeah that is the perfect vssl

[25:10] framework by Alex trosi exactly what he kind of went through um you know and I guess one thing I'll say here is if you are you know if you're if you're in the loow ticket space this will work incredibly well especially if you sell on your vsl if you're in the higher ticket space where you sell on a call this will will still work very very very very well you just have to acknowledge a few of the things that may be different right so maybe like the mvo will be a little bit different because perhaps you may not like share your offer on in this vsl you're just going to give them like

[25:41] a high level of kind of how it works once again is kind of what the MV is anyway maybe you won't price anchor maybe you won't share you should still share next steps but it shouldn't be next steps when they buy it should be next steps when they book okay so it's like hey the second you click here choose the time that works best for you we're going to what what what we're going to do is schedule our team we're going to send our team out to do some research on your area to find out how we can get the best information to you we'll also send you over this free

[26:04] course that you can use to to increase your show up rate or to increase your lead rate or conversion rate as of today so you can make more money you can even make money by the time you show up to the call so once again you know give them some sort of thing that can benefit them that's also plays into the scarcity and it also plays into the concern that they're not going to get anything out of this call okay so that is that that is the uh perfect vsl framewor Alex M if you want me to make another version of this but break down somebody else's vsl

[26:29] framework who's also really good perhaps like Charlie Morgan or selling for a higher ticket item let me know and I'm happy to do that hope you guys enjoyed and uh yeah shout out to the goat hosi for uh giving me or not giving me but you know sharing this and all that kind of fun stuff catch you in the next one peace

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