If I Wanted To Write a $1M VSL in 2026, I'd Do This

I'm going to walk you through the process to write a VSL so persuasive that prospects beg to buy. So, whether you sell services or digital products, this is the process because after having over 250 business owners come to me to audit their sales funnels and building sales funnels with VSLs that have gotten to the two-comma club twice, I've started to notice some very clear patterns amongst the VSLs that scale and the ones that flop. So, by the end of this video, you'll understand what separates high-converting VSLs from everything else as well as the two different types of ways to structure your VSL, which to choose depending on what you sell, how to script each section, and I'll even give you a client scale that can do 90% of the work for you. So, to start, we need to ask a simple question. And that question is, do your prospects already know about your type of solution? And what this tries to get at is a simpler way of looking at Eugene Schwartz's levels of market awareness, right? So, I've talked about this before, you've probably seen this, but there's something like four levels of market awareness, and the top is, you know, always like the top 3% of a market where people are actively looking for a solution. And as you go down, people get less and less aware. And what we're trying to do with this question is figure out, do we need to first convince people that they need a solution, or do they already know they need a solution and they we just need to convince them that our version of that solution or our company is the best company to deliver that solution, right? And we're not going to get into this super in-depth today, but even the bottom here is for people who are completely unaware, and this is where you not only have to convince them of your solution, but you their problem, right? You have to actually show them they have a problem. We're going to go over both the yes branch and the no branch, and I want to give credit here to Alex Hormozi because he did come up with these frameworks, and I think they're super helpful because often if people make this process, myself included, more confusing than it needs to be. And again, once you get into when you're really trying to scale and trying to get into, you know, the millions and millions of dollars a year, yeah, eight-figure mark with a VSL, I do think it gets a little bit more complicated depending on how big your audience is and all those things, but just in general, I think it gets a little bit more complicated. But for most people, I think these frameworks are an amazing place to start. So, do prospects already know about your type of solution? Now, if you're unsure, I would choose no. Because more than likely, and we'll get into this here, I think two things are true. Number one, let's say you have a split of 50/50. 50% of the prospects you'll come into contact with do know, and 50% don't. Well, the nice thing is, I think in general, if you start down here, and the VSL moves them up here, you should still be able to capture a good chunk of the 50% here, but you also won't miss out on this 50%. So, I do think in general, starting with no makes sense. Unless you have something that's just like a very clear prospects know what they're looking for, and we just need to start, you know, very clear with the offer. Since this is probably the more common one, let's start here, and then the other one will change just slightly uh based on this, but the actual format is the same. So, the first thing we start here with is an intro. And this is very similar to how you would structure and how I structure YouTube intros, and a lot of people structure YouTube intros. The first thing is the promise. And I want you to see this. So, for both these scripts, I use an example of lawn care. So, in this video, I'm going to walk you through exactly how we turn patchy, weedy, embarrassing lawns into thick, green, head-turning grass. Okay, right there, we're outlining the promise, right? Basically, in this video, we're going to walk you through how, you know, we do this thing that you want. And then it's usually within one growing season, so usually within this time frame, without you having to do what you don't want, which is spend your Saturdays spreading fertilizer and pulling weeds. And then we go into the pain, right? So, now we're, you know, we're the knife's kind of in, and now we're going to twist it. So, if right now you're embarrassed every time someone pulls into your driveway, or you spend hundreds at Home Depot on products that didn't work, or you just look out the kitchen window every morning and feel that pain of my yard should look better than this, we can fix that for you. All right, so again, twisting the knife, agitating the problem. Then, immediately, right now, we've established the pain, and we've said a big promise, so we need to back that up, right? So, we back that up with proof. The burden of proof is on us to prove that what we're saying is true. So, just like we did for the Miller family over on Oakwood, who had crabgrass taken over 40% of their lawn, and now they have the best yard on the block, we want to put a before and after picture there. And the Petersons in Meridian, whose grass was so thin you could see dirt through it. All right, we're being very visual here. Six months later it's thick enough to lose your keys in. Right, again, being very visual. And one more client we'll talk about later, pre-frame, in the video whose neighbors actually started knocking on the door asking you to the lawn. So, you can see here, not only we're doing proof, but we're using very specific proof and proof that is what the prospect ultimately wants, right, which is super important. We're not just doing benefits. We're not just like, "Oh, you know, we put the best fertilizer. " Like, no, what is it what's the outcome that they want? And then plan. So, here's what I'm going to walk you through. First, first why most lawn care products you buy at the store don't work and it's not because you're doing it wrong. Second, our five-step lawn transformation system and why it works in any climate. And third, the five biggest concerns homeowners have before they hire a lawn care company. And finally, how to get a free lawn assessment if you want us to handle it all for you. So, you can see here, if somebody's not in the market of looking for lawn care, this might actually be something like if they care about their lawn, right, even if they're just DIYing it, this might intrigue them enough to get them to keep watching. Now, to go in a little bit into how you would go to the unaware people or the people who don't even care. They don't even know they have a problem. Their lawn looks horrible, but they don't care. One thing you could do there is you could start with There's a book called Great Leads and talks about I think it's the five different ways to open a sales letter

and it goes with the levels of awareness, right. So, that's a good book to pick up if you want to dive deeper into that. But, one of the things they talk about for the unaware people is the story lead, right, leading with the story. So, here you could lead with the story about somebody who sold their house, they got an appraisal, and it was lower than they wanted. They hired us to come to their lawn care and the ROI was 500% or whatever. Like, you could lead with more of a story that introduces the problem of why you should care. For instance, right, as an example. So, that's the intro. Now, whether or not you go for people who know about your solution or people who don't, the framework, the five P's, can stay the same. You might just swap a few things out. In this instance, you probably would keep it pretty much all the same. You might just change the plan up a little bit, but even then you could just pivot in the next section, which in this case we're going to do the five P's again, but just more expanded. We'll get into that. On the other one, we're going to use what's called the five Ws. So, it's the same exact five Ps, but what you're doing now is you're educating more and this is kind of paying off that intro as well as establishing your unique mechanism. First, you know, you can kind of tweak around the structure of these. In this case, started with proof right here about, you know, the company itself and the person and giving some different social proof that again just establishes proof. Then we go over the promise again, which is just expanding more on what we talked about before. Then we go over the pain and look at this. Here's what most homeowners do. You notice your lawn looks bad. Maybe there's crabgrass, maybe it's thin, maybe it's got brown patches. You go to Home Depot, you walk down the lawn care aisle, you're overwhelmed. You grab a bag of Scott's Turf Builder because you recognize the brand. Maybe you grab some weed killer, too. You spread it when you get home. You feel good about yourself and wait. Two weeks later, nothing's changed. So, you buy more stuff, you try it again. We're really twisting the knife on that pain. And then we're also starting to establish why this matters, right? Why is this the case, right? And this is where a lot of trust and the unique mechanism really gets built. So, we say, "Everything you're buying at the store is designed to feed the grass you can see, but grass only looks as good as the soil underneath it. And soil in the Treasure Valley is mostly clay, which means compacted, low oxygen, and missing key nutrients that bag of fertilizers doesn't replace. You can dump Scott's on bad soil for 20 years and never get a great lawn. You're feeding a patient that's actually sick underneath. " So, you can see here how we're really selling on the fact that they need something different. The traditional way doesn't work, right? This is like standard direct response copywriting. And then we go over the plan, right? So, here's what actually works. It's a five-step system and it has and it happens in this we're going to go over the plan of like what this company would do, right? In theory. Soil analysis, soil corrections, targeting feedback program, targeted feeding program, weed and pest management, overseeding and density building. And what we're doing here really you can think about in this way, where currently we've established the pain, which is their current situation. We've also established the promise, which is their desired situation. And now this path, this plan is the bridge to get them from where they are to where they want to go, while also explaining the reason why everything they've tried hasn't worked, right? Which is where we're going with all of the things you bought from Home Depot and explaining that, right? So, that's the plan that we go over and then we can establish a little bit more of a picture, right, of what this is going to look like, kind of tying in some social proof there as well. But, it's just the five P's again. And then, the next stage of this is going over the five objections. Now, again, this is all from Hermosi here, but this is what he says. You want to just bring everything forward that you can. What are the five most common objections you're going to hear in the sales meeting? Bring those forward and then use this framework to handle them. So, the framework is this. What they think, right? What's the objection? Right, in this case it's like, "Look, I appreciate everything you're saying, but I can just go to Home Depot, grab a bag of Scott's Turf Builder for 50 bucks, spread it myself a couple times a year, and save myself $600. It's grass, how complicated can it be? " Right, so we'd establish that. We'd bring it up. Now, we kind of already handled this, so maybe you use a different one here, but you're going to bring up the five most common objections. And obviously, you're going to be tactful and winsome with this. You're not going to just say what you think is wrong, right? But, you are going to go into, "Here's the problem with that. " And in this case, we establish like the math, the grass, the time, all of this thing, you know, you're already $600 and you haven't, you know, aerated, overseeded, or soil tested anything. And then, here's the part that nobody tells you. Even if you do all of that perfectly, you still won't get the result you want because the stuff on the Home Depot shelf is formulated for the entire country. If I was doing this here in, you know, where I live, I would want to mention like the specific, not only Home Depot, but like the specific place that everyone buys their fertilizer because there's this very popular place here, and it works really, really good. So, you'd have to also sell like, "Well, why shouldn't I just go buy that? " Right? So, you have to answer all of these common objections. And that's where you have to really understand your market. And that's where, you know, when you're using the Claude scale that you can get down below, you have to know your objections. It can help you do research, but you have to also know the market really, really well. And then, you go over what's right, and then you go over proof for that, right? And you want that proof to match that specific objection. And you do that five times, right? So, the five most common objections. The next phase then is you can just bring up the CTA. And the CTA should just be simple, telling them what to do and what's going to come next, right? So, hey, there's a button down below. You'll click that. There's going to be a short form. Takes about 60 seconds to fill out. And what that allows us to do is X, Y, and Z. And you also want to add in a little bit of risk reversal there to make it just a no-brainer, right? So, the assessment is free whether you end up working with us or not. A lot of homeowners use it just to figure out what's going on with their lawn. That's fine. Take the report to another company if you want. We're confident enough in what we do that we'd rather give you the information for free and let you decide. What this is also doing and this If you are trying to make a VSL that's so

persuasive that people will beg you to buy, the structure is important. What's also equally as important is the principles underneath. So, things like Robert Cialdini's actually have a book. Robert Cialdini's The Psychology of Persuasion. I've been rereading this for I don't know, the third or fourth time just to get a refresher on it. And this is actually speaking of Cialdini, this is one that he references as like a book that he continues to go back to. He also has another book called Pre-Suasion. Both those are very, very good. And in this book, he outlines the different elements of influence. I'll just go through the table of contents here. The first one is reciprocity, right? The old give and take and take. And what that is really what this is, right? The assessment is free. Right? You're giving them something. That creates reciprocity. The second is commitment and consistency, right? We're basically If people commit to something, they are more likely to do, you know, something else that is in alignment with that. And in this, I forget the exact study, but he references where people were asked I might be getting this mixed up with pre-suasion, but people were asked something along the lines of like, "Do you support your, you know, local candidates? " or something like that. When they said yes, and most people did, and then like a week later when somebody else came back with no reference to the previous, you know, conversation, I believe hopefully I'm getting these details right. "Can we put a sign in your yard for this whatever candidate? " They were like way more likely to say yes. So, people want to be consistent with what they say, right? And you can tie that into the VSL. Next is social proof. That's obviously a very easy one. Many forms of it, right? All throughout the VSL. Next is liking. Like, how likable are you is an aspect of influence. That's going to come across in tone and body language and, you know, maybe even being a little bit self-deprecating in the VSL, etc. Next is authority and the seventh is scarcity, right? The rule of few. So, those principles you can tie all of those inside of your VSL and those are kind of at the tactical level that is going to make a good VSL turn into a great one where it is persuasive and people are begging to buy. And then here again, we're adding in our green guarantee. If you're not happy with how your loan looks after any visit, we come back out and retreat it for free. That's how confident we are that the system works. Increase perceived likelihood of achievement and decreasing the risk. The next thing we do in this hack right here actually came I have a client who just went to Alex Hormozi's day with Hormozi, spent $100,000, sat in the room with a few other business owners, and they all asked him questions. And one of the things one of the tips that Hormozi gave them is this frame I think is genius. I added it to my VSL because of his tip. This frame that you do right here. So, once you do the CTA, once the VSL's over, you say something along the lines of, "Hey, this video is over, but I'm going to play some testimonials here. Hey, no pressure to stay and watch them, but just thought I would play them here. If you want, you can go walk off your now if you want. " And he said, "What's crazy is when you frame it like that, everybody stays and watches the testimonials, which obviously increases their likelihood to buy. " So, that's a little hack there for you that I just started testing out. That's straight from the man himself. And then you just add in social proof. So, just a real testimonials at the end. In general, I think multiple short snippets, not like 2 seconds, but like maybe 30 seconds, whatever. You can test different durations, but multiple short snippets would be better than like, you know, 3-minute long versions that are kind of boring. You can kind of clip out the best pieces while still making it seem genuine. And then at the end, you just add a CTA on screen with, you know, whatever the CTA was here. That just ties it back in. Or you could even come back in for a minute and re-give the CTA. So, that's the basic framework. Now again, this structure can change. I just really appreciate how Hormozi made this really simple and said, "Hey, here's just like the best place to start. " And then I think again, the way you make it more persuasive is you tie in these things. Now, if people already know about your solution, really the only thing that changes is rather than doing the five P's that are more educational inside of the VSL, you do what he calls the five W's, which is just who you are, what you do, where you do it, when you do it, and then why us over the other guys, right? But then you handle But then every other step of the process is actually exactly the same. So again, if you want the skill that can, you know, even answer the question for you, "Hey, which one should I do? " I've actually scripted out 90% of this for you to where then you can tweak it, add in the more specific objections, etc. I'll put the link for that down below. But if you enjoyed this one, YouTube enjoyed this one as well, and I'll see you there.