The Sales Video

#1. Two different videos, two different jobs — don't conflate them

• The cold outreach video (60–90 seconds, personalized per lead) — this is the one worth building. It's a screen-recorded "here's your new website" clip: their current site (or its absence) side by side with the preview you built. Send it in Email #1 or SMS #1 from the previous lesson. It's your highest-leverage single asset, because it is a personalized demo the prospect can watch on their own time, at their own pace — the demo-as-bait mechanism from Module 2, just delivered as video instead of a link.
• The landing-page VSL (2–4 minutes, general) — a longer, non-personalized explainer for your own agency site, for after a call, or for a general audience. Video landing pages convert meaningfully better than text alone in general marketing research — but a $997 local build doesn't need an 8-minute production to sell it, and building this one is optional, not a launch-week priority. Build the cold outreach video first; only build this one once you have enough client volume to justify a general pitch page.

Cheap tool stack (roughly $0–50/month): your phone's screen recorder or a free screen-capture tool for the raw footage, a free video editor for captions and cuts, and an AI voice tool only if you'd rather not use your own voice for narration. None of this needs a production budget.

#2. The 60–90 second cold VSL script

[0–8s HOOK, their name on screen] "Hey [Business] — I'm [Name], local here in [city]. I made you something. Watch this." [8–20s PROBLEM] (screen: their Google result or old site, on a phone) "Right now, when someone Googles you, this is what they get — [no website / a site that doesn't work on a phone]. On mobile, that's where most of your customers are." [20–35s AGITATE] "Every week, people who almost picked you click the [barber/dentist] down the street who looks legit online. You're losing them before they ever call." [35–60s SOLUTION] (screen: the preview you built, scrolling on a phone) "So I built you this. Your services, your photos, click-to-call, works perfectly on mobile, and it's tied to your Google so you show up. This took me an afternoon." [60–75s PROOF + OFFER] "It's a real site on your own address — $997 to launch, $97 a month and I handle everything. Cheaper than the agencies quoting you five figures." [75–90s RISK-REVERSAL + ONE CTA] "You don't pay a dime until it's live and you love it. Reply to this, or call or text me at [number], and I'll make it real this week. That's it — [Name]."

#3. Storyboard

#4. Shot list — what to actually capture

1. Talking-head intro, ten seconds, phone at eye level, window light.
2. Screen recording of their current Google listing or site in a mobile viewport (your browser's device-emulation mode, or your own phone).
3. Screen recording of the preview you built — a slow scroll, a tap on the click-to-call and any booking element.
4. A before/after split, built in your editor.
5. Text cards: the business name to open, price plus risk-reversal to close, your number at the end.
6. Captions on the entire thing. Most social video is watched muted by default — auto-caption tools handle this in minutes.

#5. The rule that carries over from every other lesson in this course

The video shows their real current site and a real preview you actually built. No invented reviews, no fabricated stats, no fake "as seen in" — the same rule from Module 2's demo-as-bait mechanism, because a video is still a demo, just a recorded one. The honest version is the persuasive version; nothing here needs embellishment to work.