the basic formula (it's stupid simple)

it's just three parts:

1. intro (hook them)
2. sales argument (sell them)
3. outro (close them)

but here's where it gets interesting...

b2c vsls (20 mins long)

for regular folks buying stuff (b2c), you gotta keep their goldfish brains entertained:

intro needs:

• attention grabber (do something wild - blue tongue, smoke effects)
• credibility ****(studies, stats, stage footage)
• their problems (twist the knife)
• their desires ****(paint the dream)
• proof (show others who made it)

sales argument needs:

• story (make it personal)
• umop (unique mechanism of the problem - why other stuff failed)
• umos (unique mechanism of solution - your special sauce)
• offer (your thing that bridges the gap)
• benefits/features (what they actually get)