Definition: video sales letter

An online video that promotes some health cure or financial advice. Very few people will read a lengthy ad even if there are images, but video is very engaging.

After the release of the book "Fit Over 40," Jon Benson became involved in online marketing and is considered the godfather of video sales letters (VSLs). High-speed Internet access has made the video sales letter a staple of modern marketing.

The Right Length?
VSLs run varying lengths, but they typically are no shorter than five minutes with some lasting a half hour or more. The whole premise of the sales letter is to gain a viewer's trust, and the approach is different depending on the product being sold. At the end of the video, some offer is presented with a "click here to purchase" being the entire goal.