(8/10) My Video Ad Framework For Printing Cash

This is the video ad/VSL framework that has made millions online for my clients.

We’re going over Part 7 today:

1. Headline/Claim

2. Case Studies

3. How It Works

4. In-Depth Case Studies

5. Steps Summary

6. CTA + Offer

7. Close Anchoring

8. CTA + Offer

9. Q&A

Close anchoring makes the prospect justify the purchase logically.

Up until now, you have been pulling them through an emotional journey.

Making them imagine what it would be like to work with you.

Or imagine what their future could be.

Maybe even what it would feel like to escape their current situation — whether in business, finances, relationships, health, etc.

This stage of the VSL/video ad gives you a chance to logically justify your pricing and offer.

During the CTA, you will have dropped your price.

And if you didn’t, the prospect likely has a ballpark range of what this will cost.

The Close Anchoring section is to create dissonance with other options in the marketplace.

If you are selling SaaS, this is the part where you compare the pricing of what your tool replaces.

If you’re selling a supplement, walk prospects through what organic food costs and how your greens shake can replace that expense.

If you’re selling a high-ticket consulting package for $50k, compare it to the cost of an in-house employee and why it’s better.

You can then go deeper and paint a picture for them…

Explaining how your option will save them time, and money, get them social status, make their life easier, etc.

By the end of this section, the prospect should be able to justify their purchase to their spouse, partner, or friend.

A lot of people talk about “emotional selling” and while that IS the key to successful copy…

We still need to justify our purchases with logic — especially when buying expensive stuff.

Hope that helps,

Austin Weatherhead | Founder of Zunesty

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