Service — VSL
VSL Editing for Direct Response Offers
A VSL lives or dies on retention curves, not production value. A 20-minute video that holds 40% to the pitch will outsell a beautiful one that loses half its audience in the first ninety seconds. I edit VSLs around where attention actually drops — tightening the lead, stacking proof where doubt appears, and keeping the offer clean when it arrives.
What you get
Included in every project
Lead tightened for retention
The opening minutes are cut hardest. Every sentence that doesn't build curiosity or stakes gets removed, because that's where most of the drop-off happens.
Proof stacked at objection points
Testimonials, screenshots, data and demos placed where skepticism actually surfaces in the script — not batched into one block halfway through.
Visual pacing that holds
B-roll, motion graphics, callouts and pattern interrupts timed to arrive before attention slips, not after.
Clean offer and CTA
The pitch section stays uncluttered. Pricing, guarantee and CTA read clearly on both desktop and mobile, with nothing competing for attention.
Process
How the work runs
Script & offer review
I read the script against the funnel before editing. Knowing the price point and the traffic source changes how aggressively the lead should be cut.
Structural assembly
Story spine first, with no effects at all. If the VSL doesn't hold attention as a rough cut, graphics won't save it.
Proof & visual layer
Graphics, b-roll and proof elements added where the structural pass exposed weak points.
Polish & delivery
Audio levelling, colour, captions, and exports for every placement the funnel uses.
Who it's for
Best fit for
- Direct response advertisers and media buyers
- Info product and course businesses
- Supplement, finance and health offers
- Agencies managing VSL funnels for clients
FAQs
Common questions
- How long does a VSL edit take?
- Typically 3–5 business days for a first cut, depending on runtime and how much b-roll and graphics work the script calls for. A 20+ minute VSL with heavy proof sections sits at the upper end of that range.
- Can you re-edit an existing VSL that isn't converting?
- Yes, and it's often the faster win. Send me the current cut plus retention data from your player or ad platform, and I'll rebuild around the drop-off points rather than starting from scratch.
- Do you work from a script or from raw footage?
- Both. Having the script alongside the footage is ideal because it lets me cut for argument structure rather than guessing at the intended flow.
Other services
Also available
Have footage waiting to perform?
Send a short brief — what you need edited, the platform it's for, and your deadline. I usually reply within 24 hours.