Andrés Fep | Ecom VSL's

Helping eCommerce brands scale with VSL's on Meta | We create VSL ads that beat UGC ads @

[Andrés Fep | Ecom VSL's @andres_fep]

We helped an eCom brand scale from $150k/mo to $800k/mo in a Year using VSL Ads

And I figured out how to do it without killing their margins.

Steal my VSL process to do the same for your brand:

Here's the scoop:

Short-form UGC is a common ad type for eCommerce brands to use.

But video sales letters (VSLs) are the way to go if you want better conversion rates, lower CPAs, and scale fast!

Many people in eCommerce have heard about VSLs but are unsure how to create one for their brand.

Brands often use short-form UGC because it's effective.

But when all our feeds are full of short-form UGC, they don't stand out as much as they used to.

What's the difference between UGC and VSLs?

Short-form UGC ads are typically 30-40 seconds long, while VSL ads can be 3, 5, or even more than 10 minutes long.

They educate a cold audience a lot better than short-form UGCs.

VSL's scales faster, last longer, and, in most cases, completely outperforms short-form UGC ads.

1. Before

We originally worked with this client when they were making $60k a month.

Using the following strategies, we quickly took them from $60k to $150k-$200k per month:

- Create short-form UGC ads
- Repurposing b-roll footage and using eleven labs voiceovers to create ads
- Running our ads to listicle pre-sell pages to increase conversion rates in our funnel.

We primarily used short-form UGCs.

But we found some of the new UGC we were testing fatigued quickly…

And we knew we had to find a better way to scale.

That's when we discovered VSLs after seeing them on countless YouTube ads for eCom offers.

We decided to try using VSLs, but on Meta, to get better results.

2. VSL Research

First, we knew that with VSL, we shouldn’t reinvent the wheel.

We needed to model what’s already working

You can take a winning VSL from a completely different niche and model it for your niche.

To do this, Go to VidTao and study the best-performing VSL’s for other brands in different verticals.

We reversed-engineered what is already working for other brands.

Don’t try to write something from scratch; model what’s already working.

3. VSL Creation

From our research, we picked out a VSL that already had millions of views and hundreds of thousands of dollars in ad spend.

We then downloaded and transcribed the VSL scripts (you can descript or https://t.co/nv5afvn2wu)

We broke down the script structure and modeled the VSL script for our client's brand.

This is one of the VSL structures that we used:
1. HOOK: New vs Old Solution
2. New Discovery
3. Product Alternatives
4. How It Use
5. Features
6. Benefits
7. Scarcity Statement
8. What Is It Worth It To You?
9. Money Close
10. CTA

For creating the ad, there are two ways you can go about this:

- Get a voice-over actor to narrate the entire VSL
- Get the entire script voice-over generated via AI voice-overs.

For most of our VSLs, we opted out for AI-generated voiceovers using eleven labs.

It’s the quickest to implement and launch.

You can use super-realistic voices, and they convert extremely well.

In addition, we’ll create the VSL using the brand's UGC, video shoot content, and the entire video asset library.

Ultimately, Our VSL ended up being 3:40 - 5 minutes long between different variations...

For VSL’s, two main sections are crucially important.
1. Hook: First 3-5 seconds of the ad
2. Lead: The first 30 seconds of the ad

Once a VSL works well, we play around with different hooks and leads to see what works best.

We can create 5+ variations for each hook & lead.

Mixing up these parts, we can find many winning combos from just one ad.

Here are some tips to make great hooks:
- Oddly satisfying style video hooks
- 2-3 cuts in the first 3 seconds
- Close-up facial expressions
- Wow factor video
- {Pain point}? This is how you solve {pain point} fast!

Here are some tips to make great leads:
- Educate viewers on the true cause of a pain point
- Use "Myth vs. Fact" to share some surprising truths.
- Tell a story, like how the product was created or a customer's experience.
- Explain how the product is going viral
- Talk about a big mistake people make when trying to solve their pain point.
- Important questions: Does {alternative solution} work for {pain point}?

4. Ad Account

First off, we're all about keeping things simple and organized.

Here’s the ad account structure that we follow on most accounts:

TOF | Creative Testing | ABO
BOF | Retargeting
POST | Retargeting
TOF | Website & Shops | CBO
TOF | Scaling Creatives | ABO
TOF | Cost Caps | CBO

When it comes to creative testing, we're starting at $50 to $100 a day per creative test

When we find that an adset is within or above KPI CPA…

That's when we crank up the spending on ABOs by 20-30% daily while, at the same time, taking the winning ads over to scaling the CBO campaign.

5. Ad Account Scaling

The next step is scaling the ad account to hit $10k+ days in ad spend.

We took our best-performing CBOs and surf-scaled them.

We’d bump the budget by 20-30% every couple of hours, but only if our cost per acquisition stayed within our break-even KPI.

We could take a campaign from spending $2K a day to about $5K by the end of the day.

At the end of the day, we’d reset the budget and increase it by 20% from what we started with the previous day...

Then repeat surf scaling the following day.

On top of this, we take our best-performing VSLs and set up cost-cap campaigns.

This allowed us to pump out $10k+ days in ad spend with scaling with cost caps.

We did this by setting our target bid at a specific amount and varying it by $10 above our current average CPA or $10 below.

So, if our current avg. CPA was $40, we would test $41, $42, $43, $44, $45, and even $45, $46, $47, $48, $49, $50, and then we would test below $40.

Typically, the higher you go, the more spending you will get.

It may not always be profitable, but sooner or later, you'll find the sweet spot on the cost cap and be able to scale with it.

At the peak, we were spending $12k+ per day on meta.

6. Increase Retention

We were acquiring 1,000’s of customers every month BUT….

Not many would come back and buy MORE.

Not because our product was bad but because our product was SO good.

Average of less than 3% returning customer rate…

So how did we fix this?

They introduced a digital product.

The following isn’t my client's product, but essentially, this is how we formatted it.

Imagine you sell a yoga mat and roller set as the main product for your brand.

We then create a course teaching our customers how to stretch with them.

We get a yoga instructor to film the content for the entire course with guided workouts.

We then set the price at about $8 a month but sold it as a mandatory yearly subscription.

That turns out to be around a $96 AOV.

This move alone started bringing in an extra $10K-$12K each month - Pure profit.

The digital product, combined with a new product launch, increased monthly retention from 4% to 10%.

Summary

VSL’s are used by top direct-response brands in the space.

Yet most eCommerce brands today aren’t taking advantage of this ad format.

It may even work even better than your current short-form UGC ads.

At least that is what we have found for our clients.

And you should test it for yourself.

Next Steps

If you're reading this, you might be running a store online and have heard about VSLs.

You might not know how to start or the best way to use them.

We implement all of this for you without you having to do anything.

If you want to grow your brand with VSLs, click the link below and let’s have a chat.

[Andrés Fep | Ecom VSL's @andres_fep]

@IMJustinBrooke GCP

[Andrés Fep | Ecom VSL's @andres_fep]

@drcopybymatt leads

[Matt @drcopybymatt]

Alright, guys, it’s here:

The first part of my FREE guide to breaking into one of the most lucrative opportunities in recent history, Performance Lead Generation.

Here’s what you get:
- The 3 Hottest Verticals Printing $$$ NOW…
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And MUCH More…

This is a massive 25-page guide, and I didn’t hold back. But y’all have to show me some love in return…

Follow Me + RT + comment "LEADS"

And I'll DM you the full guide.

[Andrés Fep | Ecom VSL's @andres_fep]

@ecommmoose sub

[Elon Moose @ecommmoose]

$48K/day in subscription revenue

Automatic cash, EVERY DAY🔥

I recorded a video revealing my top 3 cheat codes:
➡️ Metrics that scale
➡️ Exploding LTV
➡️ Outspending competitors

No fluff. Just sauce 🍳

Like + RT + comment “sub” (must follow) for the link.

500 person limit.

[Andrés Fep | Ecom VSL's @andres_fep]

@patwerX organic

[Patrick Werner @patwerX]

Most Ecom guys think:
“Organic is slow. Ads are faster.”

A €4M/month founder thought the same.

After one call, he's now making €300K/month extra.
No ads. No content. Just smart placement.

I documented the exact organic play.

RT+Comment “ORGANIC” and I'll send it to you
(must be following)

[Toby @TobyWalleruk]

Most brands don’t lack ad creative ideas.

They lack an 'ad ideation process' that consistently cranks out high-converting ad angles.

We built a proven framework for generating data-backed ad concepts that convert.

Want a copy?
RT & Comment ‘Ideas’ & I’ll send it over.

[Andrés Fep | Ecom VSL's @andres_fep]

@TobyWalleruk Ideas

[Andrés Fep | Ecom VSL's @andres_fep]

@TobyWalleruk AI

[Toby @TobyWalleruk]

1 winning ad → 10+ new variations.
In hours. Not weeks.
All with AI.

We’ve built a creative system that does precisely that... Using AI + a few insanely useful tools

I've just published the full SOP we use internally - and I’m giving it away.

Want in?

RT & Comment AI & I'll send it right over

[Andrés Fep | Ecom VSL's @andres_fep]

@Samuel_Ecom1 winner

[Andrés Fep | Ecom VSL's @andres_fep]

@crsxis Supplier

[Andrés Fep | Ecom VSL's @andres_fep]

New product test with a proven VSL structure are starting to pop off.

USA only targeting. New Store. New Pixel.

Hook & Hold Rates are looking solid.

Comment "VSL" and retweet if you want me to release the VSL structure I used.

[Andrés Fep | Ecom VSL's @andres_fep]

@boryan_markulis Reply

[Andrés Fep | Ecom VSL's @andres_fep]

@aliecompro VID

[Andrés Fep | Ecom VSL's @andres_fep]

@IMJustinBrooke Send it

[Andrés Fep | Ecom VSL's @andres_fep]

@__oreille DOC

[Andrés Fep | Ecom VSL's @andres_fep]

Want the full VSL + my swipe file of 50+ winning VSLs for Meta & YT?

These could add $100k+ to any DTC brand...

Plus, my AI guide to writing VSLs in minutes.

Follow, RT, & comment below "VSL," & I'll send it.

[Andrés Fep | Ecom VSL's @andres_fep]

Breaking Down Winning VSL's #5

Our team and I regularly study winning VSLs on YT & Meta.

Breaking down what works is one of the fastest ways to improve and get new ideas.

Let’s break down a YT VSL by The Legendary Ladies.

This ad alone has over $1M+ in ad spend (excluding variations)

1 . Hook:
- Audience Call Out: If you're a (target audience)
- Want to know why (alternative solution) isn't working?

2. The Lead:
- Unique Mechanism Behind Problem

3. Body:
- Problem Explanation
- Unique Mechanism of the Solution
- Product Intro
- How It Works
- Special Offer

4. CTA:
- Social Proof
- CTA W/ Offer

Final Thoughts:
This is one of my favorite VSLs because the production is simple, but the execution is done well. Full VSL is 9 minutes long.

Show, Don't Just Tell. That's their primary focus on explaining the UMP & UMS.

It dumbs down a complex explanation. Dr. Oz used to do this when presenting products on TV.

Visualizing a UMP & UMS so that the average viewer understood.

Next time you create a VSL or UGC ad. Show, don't just tell.